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Tag: Rohit Malkani

  • Sanya Malhotra takes Flite forward with style in new Saatchi campaign

    Sanya Malhotra takes Flite forward with style in new Saatchi campaign

    MUMBAI: Bollywood’s Sanya Malhotra is putting her best foot forward, literally as the new face of Flite, India’s leading family fashion footwear brand from Relaxo. In a fresh campaign by Saatchi & Saatchi India, the actor breathes life into Flite’s iconic tagline, “Sar Utha, Kadam Badha”, repositioning the brand as more than everyday comfort, it’s a stride of confidence, ambition, and style.

    The campaign’s heart beats for the everyday achievers people who rise above modest beginnings and keep walking tall despite challenges. Sanya embodies this journey herself, reflecting the grit and determination of millions across India. The campaign film concludes with the rallying call of “Sar Utha, Kadam Badha”, positioning Flite as the stylish companion on this onward march.

    “It’s been a whirlwind journey down several new roads,” said Saatchi & Saatchi India chief creative officer Rohit Malkani. “From finding the right celebrity to creating a contemporary visual language, this narrative builds on the ethos but evolves it showcasing not just struggles, but Sanya’s grit and fashionable flair.”

    For Relaxo, the association signals more than celebrity endorsement. Relaxo Footwears Ltd VP for marketing Manoj Lalwani called it “the start of an exciting new chapter,” with a 360° campaign spanning digital, retail, and television to ensure deep consumer connect. “With ‘Har Kadam Stylish’ as your way of life and ‘Sar Utha Kadam Badha’ as your way forward, we’re confident this will spark strong resonance,” he added.

    Since winning the business in 2021, Saatchi has consistently evolved Flite’s brand language. Saatchi & Saatchi India head for North & East Hindol Purkayastha, noted that the new film leverages the strong recall of the tagline to reach younger audiences while cementing Flite as a design-led lifestyle choice.

    The campaign blends Flite’s comfort, durability, and contemporary design into a narrative of ambition. Rolling out across television and digital platforms, it reinforces the footwear’s role as a stylish partner in resilience and progress urging Indians everywhere to keep their heads high and steps bold.

  • Lauritz Knudsen flips the switch with cricket stars for nonstop India

    Lauritz Knudsen flips the switch with cricket stars for nonstop India

    MUMBAI: When the lights stay on and the game never stops, you know someone’s powering the innings behind the scenes. Lauritz Knudsen Electrical and Automation, a leader in India’s electrical and automation space, has rolled out its latest campaign Powering a Non-Stop India with the star power of Mumbai Indians’ trio, captain Hardik Pandya, Rohit Sharma and Suryakumar Yadav.

    As the Principal Partner of Mumbai Indians, the brand isn’t just about logo placement on jerseys. The campaign spotlights how Lauritz Knudsen keeps India moving from hospitals running 24/7 and factories working round the clock, to homes that never miss a beat. The film runs seamlessly through these everyday scenarios, reflecting the company’s promise of reliability and resilience.

    Backed by creative muscle from Saatchi & Saatchi India, the campaign goes beyond advertising bravado. “Empowering bold and future-ready operations is at the heart of what we do,” said Schneider Electric vice president of marketing for Greater India Rajat Abbi emphasising Lauritz Knudsen’s role in driving a relentless India forward. Saatchi’s Chief Creative Officer Rohit Malkani added, “When you have three cricketing giants and a brand that never stops, the film itself had to move nonstop.”

    With India’s love for cricket as its amplifier and a message rooted in everyday resilience, the campaign blends entertainment with utility. Live across multiple platforms, it plugs Lauritz Knudsen’s story straight into households, reminding viewers that while the stars may play on the field, it’s reliable power that keeps the country’s innings going.

    Would you like me to also suggest a crisper alternate headline option without the cricket pun, in case you want to emphasise the “non-stop India” theme more strongly?

  • Fedex delivers a big hit with cricket-themed ad campaign

    Fedex delivers a big hit with cricket-themed ad campaign

    MUMBAI: When it comes to logistics, some deliveries are best left to the pros, especially if your courier of choice happens to be a cricketer! That’s the cheeky premise behind Fedex’s latest brand film, The Shipment, created by Saatchi & Saatchi India. Starring Joburg Super Kings’ Faf du Plessis, Devon Conway, and Sibonelo Makhanya, the campaign blends humour with purpose to showcase Fedex’s reliability. Through their comically flawed delivery attempts, the ad underscores the logistics giant’s commitment to empowering SMEs with seamless global shipping solutions.

    “Fedex plays a vital role in empowering SMEs,” said Fedex vice president of marketing and air network for middle east, Indian Subcontinent, and Africa Nitin Navneet Tatiwala. “With our speed, expertise, and global reach, entrepreneurs can trust us to deliver their products seamlessly.”

    Saatchi & Saatchi India, no stranger to cricket-themed storytelling, crafted a campaign that blends sports fandom with brand messaging in a way that sticks. “We threw out over 20 ideas before locking in the final three,” said Saatchi & Saatchi India chief creative officer Rohit Malkani. “From start to finish, it was an absolute riot! Roopali’s direction and Aman’s music were the perfect finishing touches.”

    Saatchi & Saatchi India head of north and east Hindol Purkayastha added, “Cricket fans remember content that stands out. This campaign isn’t just engaging, it’s delivering results in international markets. And we’re just getting started!”

    Blending cricket, comedy, and commerce, the ad highlights how Fedex is the go-to logistics partner for South Africa’s small and medium enterprises (SMEs). The film follows an ambitious SME owner, Sibusiso, who struggles to get his products delivered on time. Enter three Joburg Super Kings (JSK) cricketers, each attempting bizarre, unconventional shipping methods—with predictably disastrous results. Whether it’s hurling packages like a fast bowler or getting creative with unorthodox deliveries, the message is clear: some things are best left to the experts.

  • Roshni Kavina joins L&K Saatchi & Saatchi as national creative director

    Roshni Kavina joins L&K Saatchi & Saatchi as national creative director

    Mumbai: Publicis Groupe India’s L&K Saatchi & Saatchi has strengthened its creative leadership by appointing Roshni Kavina as national creative director. As the national creative director, Roshni will be instrumental in further elevating the agency’s creative output, driving innovation, and advancing brand success for clients. Based out of the agency’s Mumbai office, Roshni will report to Kartik Smetacek and Rohit Malkani, the agency’s chief creative officers.

    With two decades of experience in advertising and design, this move marks Roshni’s return to Publicis Groupe. She served as the executive creative director at Publicis Ambience from 2015 to 2021, managing coveted accounts such as Lakmé, Enamor, and Ferrero Rocher. She has also earlier been with Publicis Groupe at Saatchi & Saatchi and BBH India. Roshni joins L&K Saatchi & Saatchi from Byju’s International, where she was brand strategy and creative head for North America and Canada. In addition, she founded ‘The Nextdoor Artist,’ an art studio, in 2013.

    Roshni has supported several global luxury brands as an independent creative consultant and played a key role in shaping design communications for brands such as The Body Shop, Burberry, Elle18, Vaseline, Pantaloons, Irasva, and Marico, among many others. Her work has received extensive recognition and accolades at platforms such as Cannes Lions, Spikes Asia, Adfest, Abbys, and Effies.

    L&K Saatchi & Saatchi and Publicis India CEO Paritosh Srivastava said, “It is heartwarming to see Roshni returning to the team, especially as we continue to expand our portfolio with new lifestyle and luxury brands. Having worked with her in the past on some major brands, I am confident that her expertise in lifestyle and luxury branding, and her design capability will further boost our creative excellence.”

    “Roshni comes in at exactly the right time to partner with the creative leadership on a couple of large accounts we’ve recently won. Her skillset greatly enhances the agency’s creative firepower, and we look forward to big things from her in the months to come,” added L&K Saatchi & Saatchi chief creative officers Kartik Smetacek and Rohit Malkani, in a joint statement.

    “I believe that no matter which path we take, as long as we visit new worlds and learn along the way, the journey is well lived. Having worked with Paritosh on some of the most coveted brands in my earlier stint, I am thrilled to return to familiar grounds. It is a pleasure to be a part of a team where each member brings unique strength, and I am excited to help build the lifestyle and luxury brands portfolio for L&K Saatchi & Saatchi. I am honoured to be a part of the family and can’t wait to get started,” said L&K Saatchi & Saatchi NCD Roshni Kavina.

  • Lauritz Knudsen Electrical and Automation chooses L&K Saatchi & Saatchi India as advertising partner

    Lauritz Knudsen Electrical and Automation chooses L&K Saatchi & Saatchi India as advertising partner

    Mumbai – Lauritz Knudsen Electrical and Automation, formerly known as L&T Switchgear, has partnered with L&K Saatchi & Saatchi, a part of Publicis Groupe India, as its new advertising agency. It has unveiled a powerful campaign to enhance brand resonance and align with the new identity following its acquisition by Schneider Electric in 2020. The campaign seeks to strengthen the trust and heritage associated with the L&T Electrical & Automation brand under its new name – Lauritz Knudsen.

    Directed by renowned filmmaker Ashim Ahluwalia and featuring an inspiring anthem by music maestro Shankar Mahadevan, the magnum opus film opens with a compelling shot of L&T Switchgear’s original signage. It then takes the viewer on a journey through houses, hospitals, agricultural lands and various geographies to show how L&T Switchgear has contributed to the country’s growth through its partnerships and products. The film seamlessly transitions between scenes via their products, finally culminating on the same sign, now under a new name: Lauritz Knudsen.

    Schneider Electric India VP- Global Marketing, CMO, Rajat Abbi said, “Lauritz Knudsen Electrical and Automation, Formerly L&T Switchgear, boasts a remarkable 70+ year legacy in powering the electrical industry and resonating with the heartbeat of the nation. Despite the name change, our core identity remains unchanged – it’s only the trust of our customers and partners that now carries a new name. Collaborating with L&K Saatchi & Saatchi, we’re happy that the team aligned with our values and helped us bring our vision to life. Effective storytelling is pivotal to any campaign, and our new brand film weaves together our entire journey and our key offering, beautifully. We eagerly anticipate the creativity that L&K Saatchi & Saatchi will bring to the table next.”

    L&K Saatchi & Saatchi CCO Rohit Malkani said, “One doesn’t often get to work with a musical genius, a renowned filmmaker and a voice that has moved millions, all in one TVC! That’s precisely what Lauritz Knudsen offered us in terms of an opportunity. The film has really been the icing on the cake after a toughly contested pitch. The challenge was to not just establish the new name and identity strongly but also tell the story of L&T Switchgear and its journey in building India. The result is a seamless piece of storytelling, weaving all practices in one symphony.”

    L&K Saatchi & Saatchi executive director Atin Wahal said, “It is our privilege to partner with Lauritz Knudsen Electrical & Automation, a brand with a rich 70-year legacy in India, at this pivotal stage of their rebranding journey. At L&K Saatchi & Saatchi, we prioritise understanding our client’s business and delivering impactful results. This campaign underscores the brand’s legacy of trust while highlighting its continuous evolution towards a brighter future. The campaign is reassuring, uplifting and beautifully integrates the core values of both the brands.”

    The campaign has been rolled out across TV and digital platforms, ensuring broad reach and engagement. It also includes a partnership with India’s renowned game show Kaun Banega Crorepati. The campaign is being broadcast in multiple languages — Hindi, Malayalam, Telugu, Tamil, and Kannada — demonstrating the brand’s pan-India presence.

  • L&K Saatchi & Saatchi India launches CollegeDekho’s “Banayenge India ka Kal” campaign

    L&K Saatchi & Saatchi India launches CollegeDekho’s “Banayenge India ka Kal” campaign

    Mumbai: In a significant move to establish a compelling brand purpose based on deep consumer insight and to build brand awareness, L&K Saatchi & Saatchi India has launched CollegeDekho’s first integrated brand campaign, ‘Banayenge India ka Kal,’ across television, OTT, and digital mediums.

    The campaign highlights a poignant story of a father, who has always provided the best for his son, now turning to CollegeDekho for college guidance. It resonates with the profound love and sacrifices parents make for their children, and the insight that despite their best efforts, parents often feel unsure about choosing the right college due to a lack of current knowledge. In these crucial moments, they need a trusted expert to guide them.

    L&K Saatchi & Saatchi India chief creative officer Rohit Malkani said, “This is what happens when a brave client, a strong insight, a great script and a passionate director get together! We’re super thrilled to put out this film for CollegeDekho, which beautifully captures the mood of a young boy about to apply for college. The nuanced performances and authenticity don’t just strike home but also make it something to watch repeatedly.”

    “The vision of CollegeDekho is one of purpose and we have been ever so inspired since our initial conversations. This campaign is a labour of our love and passion with a clear vision. We are thrilled to have partnered with CollegeDekho to bring this inspiring vision to life, which can truly make a difference to millions of students in India,” added Hindol Purkayastha, Head- North & East, L&K Saatchi & Saatchi India.

    CollegeDekho chief marketing officer Abhinav Upadhyay said, “We’ve chosen L&K Saatchi & Saatchi India for our first-ever brand campaign based on conversations that built trust. As the largest Higher Education Ecosystem in India, we wanted an honest way to establish our brand purpose and raison d’etre while working with a consumer insight that spoke the language of millions of students and parents that we guide every year. We are confident that this campaign will resonate deeply with our audience, further solidifying CollegeDekho as a trusted educational partner.”

    The campaign aims to enhance brand awareness and establish a memorable brand purpose. With L&K Saatchi & Saatchi India’s creative expertise and CollegeDekho’s vision, this campaign is set to make a significant impact in the education sector, guiding countless families towards brighter futures for themselves and the nation.

  • L&K Saatchi & Saatchi India’s new film for Zee Sarthak challenges menstrual discrimination

    L&K Saatchi & Saatchi India’s new film for Zee Sarthak challenges menstrual discrimination

    Mumbai: L&K Saatchi & Saatchi, part of Publicis Groupe India, has unveiled a thought-provoking film to celebrate the ‘Naali Bindu’ (Red Dot) initiative by Zee Sarthak, an Odia general entertainment channel.

    The initiative addresses the continued isolation faced by approximately 28 per cent of girls in India while having their periods, perpetuated by the misbelief that their shadows are impure. Using ‘Rabana Chhaya’, a dying traditional art form of shadow puppetry from Odisha, the film poignantly portrays the story of a girl subjected to this taboo and orthodox belief. Its powerful narrative aims to raise awareness and challenge menstrual discrimination.

    The use of shadow puppetry in the campaign is symbolic; it reflects the shadowy stigma surrounding menstruation and challenges the notion that something as natural as a girl’s shadow can be impure. Odisha is a unique state where menstruation is celebrated during the Raja Parba festival. This cultural backdrop provides a powerful contrast to prevailing societal beliefs. The film will be aired on both television and digital platforms.

    L&K Saatchi & Saatchi India’s ability to craft impactful narratives aligns perfectly with Zee Sarthak’s mission to challenge regressive norms. This campaign is a testament to the agency’s capacity to empower brands and communities, fostering deeper connections and promoting social progress.

    L&K Saatchi & Saatchi India chief creative officer Rohit Malkani said, “Our association with Zee Sarthak and Nali Bindu is something we hold very dear. Every year, the entire team including our client puts on their thinking caps a month or so before Raja Parba to create a piece of communication that endears, cuts through and most importantly undoes a social knot. This year we are super proud of a creative output that not only seeks to highlight a social prejudice but revives a traditional art form as well.”

    Zee Sarthak chief channel officer Pratik Seal added, “As a channel deeply rooted in cultural contexts, we understand the importance of addressing and challenging regressive norms. Our Naali Bindu initiative is an effort to eradicate menstrual discrimination and promote dignity and respect for young girls. By using Rabana Chhaya, we not only bring attention to a critical issue but also honour a traditional art form, thus driving impact and cultural significance.”

  • L&K Saatchi & Saatchi’s latest campaign for Cashify featuring Rajkummar Rao strikes a chord

    L&K Saatchi & Saatchi’s latest campaign for Cashify featuring Rajkummar Rao strikes a chord

    Mumbai: Cashify, India’s largest omnichannel platform for buying and selling electronic devices, especially  smartphones, launches an exciting new campaign with its talented brand ambassador  Rajkummar Rao. Renowned as a platform for selling old devices, Cashify is now looking at  amplifying the message that refurbished smartphones offer a smart, budget-friendly way to  upgrade to one’s dream phone.

    Leveraging the creative prowess of L&K Saatchi & Saatchi’s Gurugram team, Cashify is set to  kickstart this campaign, seamlessly blending its commitment to sustainable tech solutions with  the star power of Rajkummar Rao.

    This dynamic two-film campaign is crafted to entertain and captivate today’s tech-savvy youth,  especially those who are keen on upgrading to a premium smartphone. The campaign subtly  conveys a compelling message, highlighting refurbished phones as a smart solution to fulfil their  tech dreams.

    Commenting on the films, L&K Saatchi & Saatchi jt. National creative director Rohit Malkani said, “From winning the project in a tightly-contested pitch to the finished films, this has been  one heck of a ride. Half the job is done when you have an amazing actor who delivers a nuanced  performance. Working with RKR has been a thoroughly enjoyable experience and the results are  there for all to see. We have crafted two humorous and flamboyant films that focus on the  benefits in a memorable and quirky way.”

    Cashify co-founder & CMO Nakul Kumar added, “As we extend our  collaboration with the talented Rajkummar Rao, we’re on a mission to make technology more  accessible, budget-friendly as well as sustainable. We’re envisioning a future where good tech is  not just a dream for people but an accessible luxury for all. By promoting refurbished  smartphones as a smart upgrade choice, we’re offering a bridge between dreams and reality.  Moreover, the significant role refurbished smartphones play in reducing e-waste perfectly aligns  with our mission to build a more responsible and eco-friendly tech landscape.”

    The campaign will be rolled out across TV and digital platforms, positioning Cashify as the brand  that enables the best smart-technology buying experience.

  • L&K Saatchi & Saatchi appoints Debanjan Basak as executive creative director

    L&K Saatchi & Saatchi appoints Debanjan Basak as executive creative director

    Mumbai: L&K Saatchi & Saatchi has appointed Debanjan Basak as its executive creative director. He will be based in Gurugram and report to Rohit Malkani, Jt. national creative director at L&K  Saatchi & Saatchi.  

    With over 15 years of experience in the advertising and marketing industry, Debanjan brings with him a wealth of expertise across brand building, copywriting, storytelling and digital marketing. Prior to joining L&K Saatchi & Saatchi, Debanjan was with Havas India as a group creative director. His earlier stints include Contract Advertising, Dentsu Creative, and Percept.  

    Debanjan has developed communication for brands such as Ikea, Netflix, Bata, Carlsberg,  Reckitt, Amul Innerwear, Platinum Guild International, Hindustan Times, Maruti Suzuki, Shell  Lubricants, Westside, Toyota, and more. His other notable achievements include campaigns featured in Lürzer’s Archive and Kyoorius Elephants.  

    Commenting on Debanjan’s appointment, Malkani said, “Good things come to those who wait,  and I am certainly hoping the adage proves true with Debanjan (Debu). His hire comes after  a long hiatus, and we are excited to have him on board. Debu belongs to a rare tribe of young  creative leaders who combine new-age thinking with technology and culture. His passion for  crafting and polishing communication across mediums is commendable. He garnishes all of  this with a lop-sided grin and humaneness that is endearing. We can’t wait for him to add  muscle to an already buoyant Delhi office.”

    Debanjan, added, “I am very excited for the opportunity. Both Rohit and Hindol are great  individuals who have done some pathbreaking work. I really look forward to working with  them. Moreover, L&K Saatchi & Saatchi has been doing some stellar work across categories  and winning awards at the same time. Its continued focus on creating meaningful and  relevant work for clients is something I want to build on. I have always believed that  advertising is nothing but a conversation which the brand has with consumers. If you make  the conversation interesting, consumers will listen to you. After all, nobody wants to be part  of a boring conversation.”

  • L&K Saatchi & Saatchi’s Reliance Digital campaign salutes Pujo artisans

    L&K Saatchi & Saatchi’s Reliance Digital campaign salutes Pujo artisans

    Mumbai: Celebrating the dedication and hard work of India’s artisans and craftsmen, L&K Saatchi & Saatchi’s latest digital film for Reliance Digital, ‘Ichchepuroner Sharodeeya’, captures the true essence of Durga Pujo- a time of togetherness, resilience, and boundless joy.  

    The film explores the emotions that bind people to their traditions and the lengths to which they can go to keep these traditions alive. It reminds the viewers that the joy of celebration,  just like Pujo, is for everyone. Through this campaign, L&K Saatchi & Saatchi and Reliance Digital salute India’s artisans – the unsung heroes of Pujo festivities.  

    L&K Saatchi & Saatchi Jt. national creative director Rohit Malkani said, “It’s that time of year when marketeers and ad agencies scratch their heads to come up with a unique piece of communication for Durga Pujo. For Reliance Digital, it was a first time as well! And while the celebrations will continue, we took a slightly introspective angle to our film. Shot in multiple locations across Kolkata by Pritha Chakraborty (Director of Mukherjee Dar Bou), the film pays tribute to pandal makers. The unsung heroes who make every Pujo memorable but fail to get  any recognition.”

    Reliance Digital head marketing Manoj Jain added, “With this brand film, Reliance Digital is shining a spotlight on the artists who fade away into oblivion, once their creation comes to life. Using technology as an enabler, we want them to experience the euphoria they bring into the auspicious occasion of Durga Pujo. We are also proud to introduce a first-of-its-kind  ‘Best Pandal Curator’ category at the Times Sharad Shrestha Awards, which will honor the  best artists in the field, giving them the much-needed recognition.”  

    The film is about the protagonist Kanai and his journey from overseeing the construction of a  pandal to witnessing it come to life via a video call, made on the phone gifted by the young boys from the pandal authority. It emphasizes that where there is a wish, there is a way.