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Tag: Red Fuse Communications

  • Strategy meets soul as Mudramax brings Atrayee on board

    Strategy meets soul as Mudramax brings Atrayee on board

     MUMBAI: At Mudramax, strategy just got a spiritual upgrade. The agency has appointed Atrayee Chakraborty as senior vice president of Strategy, tasking her with shaping human-centred media strategies built on insight, data, and innovation. She will report to Navin Kathuria, executive vice president of Mudramax.

    Armed with over 20 years of experience across India and global markets, Atrayee brings an enviable mix of creativity, analytics, and cultural intuition. Her career has spanned leadership roles at Lodestar UM, Essence Mediacom, and Red Fuse Communications, where she guided brands like Colgate-Palmolive and several D2C disruptors through transformative media journeys.

    Speaking on her appointment, Navin Kathuria said, “We are thrilled to have Atrayee join us. Her expertise will bring immense value as we strengthen our strategic media capabilities, focusing on data- and tech-driven next-gen media solutions. Her international experience will help unlock new growth avenues by creating experiences that don’t just reach audiences but engage deeply, inspire action, and deliver results.”

    For Atrayee, the move feels serendipitous. “This role feels almost tailor-made for what I love doing, blending creativity with strategy to unlock client growth,” she shared. “Mudramax’s agility, collaborative spirit, and integrated creative-media structure give us a unique edge in the market and I’m looking forward to amplifying that advantage.”

    A strategist by day and a certified Spiritual Life Coach by calling, Atrayee’s creative compass extends beyond media decks, she’s also the author of ‘Soul Compass’ and a painter of cosmic landscapes. Her multidimensional background hints at the kind of holistic storytelling she’s likely to champion at Mudramax where data and design meet heart and human insight.

    As the agency sharpens its strategic muscle for the next growth phase, Atrayee’s blend of intuition and intellect might just be the north star guiding Mudramax’s next big leap.

     

  • Palmolive India urges women to ‘Say Yes To You’ in new campaign

    Palmolive India urges women to ‘Say Yes To You’ in new campaign

    Mumbai: Palmolive, the personal care brand from the house of Colgate-Palmolive has announced the launch of its face washes and scrubs portfolio in India with a new campaign titled ‘Say Yes To You.’ Conceptualised by Red Fuse Communications – a WPP agency, the campaign aims to inspire women for ‘self-love.’

    “The campaign reiterates the brand’s core message that Indian women, who have been conditioned to prioritise everything and everyone but themselves, need to indulge more and make self-care a priority every day,” said the brand in a statement.

    The three ad film series features multitasking women; a working mother, a woman hosting people, and a working millennial’s day off, who settle for nothing but the best when it comes to their family and work responsibilities. The ad films showcase how amidst all the chaos that is their life, their moment of self-indulgence comes in the form of the brand’s new range of face products that offer them the care and pampering they deserve.

    The campaign films, produced by Fingerprint Films, depict a series of situations celebrating women luxuriating in their chosen moments of pause and normalises women prioritising themselves.

    “We saw a clear white space in the face cleansing segment. Current brands were speaking to the modern Indian woman as if she was just a skin type or a skin problem,” said Colgate-Palmolive (India) VP of marketing  Arvind Chintamani. “With this campaign, Palmolive speaks to women with a message and tonality that is authentic, real and purposive to what women are feeling today. We sincerely believe brands have a responsibility to communicate with purpose and products have a responsibility to deliver on the promises they make.”

    “Whilst our primary aim was to land the idea of women saying yes to themselves… it was equally important for us to ensure we were saying yes to women across all geographies, age groups and life stages… and saying yes to us in all our myriad shapes and colors and sizes,” stated Red Fuse (WPP integrated agency) executive creative director Delna Sethna. “This is not just a launch of a brand new beauty brand but a labor of love for the creative women who have been instrumental in shaping this narrative!”

  • Colgate & BYJU’s partner to educate kids

    Colgate & BYJU’s partner to educate kids

    MUMBAI: Colgate-Palmolive India recently concluded its annual Colgate Scholarship Offer that gives children from across India, a chance to win scholarships up to Rs 1 lac. While Colgate has upped the number of scholarships and the amount with every passing year, the bigger challenge that it took upon itself this year was to give something to every consumer who picked the Colgate Scholarship Offer pack and not just to the lucky few who end up winning a scholarship. In order to do that, Colgate partnered with BYJU’s, India’s leading education app, to give children access to free BYJU’s lessons.

    The partnership enabled thousands of school children to avail Maths and Science lectures curated by experts at BYJU’s, through the Colgate Dental Cream pack. Each pack offered a free one-month video tutorial subscription of BYJU’s, worth Rs 999. For children who could not access the app, the duo created special audio lectures that could be availed by giving a missed call on the number provided on the pack, and also mentioned in the TVC.

    Participation in the scholarship offer did not require consumers to buy the Colgate Dental Cream pack. The 2017 edition of Colgate Scholarship Offer received more than 49 lac entries from across the country.

    In order to inspire many more children and their parents to avail this unique offer, Colgate felt the need to show them the stories of real scholarship winners from their own regions – and how they benefitted from this program. The thought led to the decision of choosing to film individual stories of real winners in their real homes, instead of shooting a standard, scripted TVC in a studio with actors.

    After spending/shooting for a couple of days with each of the winners, across different geographies, the team came back with massive amounts of footage which was ultimately edited into short TVCs, and finally the top five stories were put on air. To make the TVC more impactful only the local winner’s story (TVC) was aired in that particular region.

    Colgate-Palmolive (India) director marketing Eric Jumbert says, “The campaign revolved around the real winners from previous years’ Scholarship Offer winners telling their real stories, which made the proposition all the more compelling.”

    Red Fuse Communications creative director Sanjay Sipahimalani adds, “We’ve seen kids across the country realise their potential and live their dreams. It has been humbling to see this change, and no advertising campaign could have been better than presenting the stories of these children to the world. Thus, our testimonial campaign was shot in a raw, candid manner. Our teams went to their houses, and spoke to them. What you see on television is their life, and their narrative.”

  • Red Fuse Communications ups Shubha George as Asia MD

    Red Fuse Communications ups Shubha George as Asia MD

    MUMBAI: WPP’s Red Fuse Communications has promoted Shubha George as managing director of Asia and CEO of India with immediate effect.

    In her new role, George will lead the development of integrated marketing communications for Colgate-Palmolive across Asia. 

    She will continue to be based out of Mumbai and will continue to report in to Red Fuse Communications global CEO Stephen Forcione.

    George’s new remit will be in addition to her current role of CEO India of Red Fuse Communications; a role she assumed in 2013.

    Prior to joining Red Fuse, she was the CEO at MEC India, where she started working on the Colgate-Palmolive business. George also led the development of digital, sports marketing and content partnerships for the agency.

    Speaking on her new role, George said, “Working with Colgate-Palmolive and the Red Fuse teams at both Mumbai and Hong Kong has been a truly rewarding experience; and with my new responsibilities, I look forward excitedly to contribute to Colgate-Palmolive’s success in the region by efficiently and creatively cross –pollinating ideas and processes across and between, people and offices.”

    Previously, she has also worked in agencies like Ogilvy, JWT and Mindshare.

  • Red Fuse Communications ups Shubha George as Asia MD

    Red Fuse Communications ups Shubha George as Asia MD

    MUMBAI: WPP’s Red Fuse Communications has promoted Shubha George as managing director of Asia and CEO of India with immediate effect.

    In her new role, George will lead the development of integrated marketing communications for Colgate-Palmolive across Asia. 

    She will continue to be based out of Mumbai and will continue to report in to Red Fuse Communications global CEO Stephen Forcione.

    George’s new remit will be in addition to her current role of CEO India of Red Fuse Communications; a role she assumed in 2013.

    Prior to joining Red Fuse, she was the CEO at MEC India, where she started working on the Colgate-Palmolive business. George also led the development of digital, sports marketing and content partnerships for the agency.

    Speaking on her new role, George said, “Working with Colgate-Palmolive and the Red Fuse teams at both Mumbai and Hong Kong has been a truly rewarding experience; and with my new responsibilities, I look forward excitedly to contribute to Colgate-Palmolive’s success in the region by efficiently and creatively cross –pollinating ideas and processes across and between, people and offices.”

    Previously, she has also worked in agencies like Ogilvy, JWT and Mindshare.

  • Red Fuse Communications wins Best Mobile Media Agency of the year

    Red Fuse Communications wins Best Mobile Media Agency of the year

    MUMBAI: Red Fuse Communications has been awarded the title of ‘Best Mobile Media Agency of the year’ at the Indian Digital Media Awards 2014. The agency was bestowed with a six award win at a platform that recognises, celebrates and encourages work in the digital field of advertising and marketing communications, especially internet, mobile, gaming, social media and the blogosphere.

     

    Red Fuse, WPP’s global full service agency, conceptualised and executed winning campaigns for Colgate-Palmolive. The win today further strengthened its mark in the industry and reinforced the relevance of horizontality in today’s diverse communication challenges.

     

    The agency has been awarded for the exemplary projects in the following categories: gold awards for Best Digital Direct Response Campaign designed for ‘The Great Colgate Pilgrimage’ and Best SEM Strategy for the campaign ‘The Next Door Dentist’.  The campaign for ‘The Great Colgate Pilgrimage’ won silver in the category Best Campaign Use of Mobile, while bronze medals for work done in the categories of Best Innovation in Mobile Marketing and Best Use of Social Networks. The awards also recognised Red Fuse’ efforts for ‘The Great Colgate Pilgrimage’ and ‘Smile Camera  Action’ campaigns respectively.

     

    Colgate-Palmolive VP-marketing Ajith Babu said, “On behalf of the Colgate team, we would like to congratulate the Red Fuse team for this commendable win. As our partners, they have contributed immensely to innovatively communicate with our consumers. We look forward to many such successful campaigns.”

     

    Red Fuse Communications CEO Shubha George added, “Complex challenges need the most innovative solutions. In India, location-based targeting has been used to primarily target people in the metros and has almost always used text messaging or WAP banner. This was the very first time in India a brand had used location-based voice communication and that too to a roaming rural subscriber. Being recognised and awarded on platforms only encourages us to push the limits and strive for more innovations. Red Fuse and our client Colgate-Palmolive work as true partners and the successful results of the new-age full service agency is here to stay.”

     

    The innovative location-based voice communication campaign has drawn national as well international recognition, with the agency winning several awards at global, regional and national events.