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Tag: Sukesh Nayak

  • Cadbury Dairy Milk’s #SitTogether unites hearts over cricket

    Cadbury Dairy Milk’s #SitTogether unites hearts over cricket

    Mumbai: As the excitement surrounding the upcoming ICC Men’s Cricket World Cup 2023 begins, Cadbury Dairy Milk is thrilled to unveil its heartwarming campaign, #SitTogether. Bringing alive the brand’s purpose of generosity and rooted in the profound belief that the joy of cricket should be a shared experience, the campaign invites everyone to extend a hand of camaraderie and togetherness. In a world where power distance often separates individuals, #SitTogether encourages people to transcend these divides by embracing the simple act of sharing their love for cricket. It is a poignant reminder that a match day holds equal significance for everyone, regardless of their roles.

    Mondelez India vice president of marketing Nitin Saini said, “We are excited to launch our campaign #SitTogether ahead of the World Cup, inspiring people to experience the joy of cricket together and foster a sense of togetherness and shared happiness. We truly believe that the excitement of big match days is universal, regardless of people’s backgrounds or jobs. With this campaign, we urge consumers to join us and make this year’s match viewing moments truly inclusive and meetha (sweet) for all.”

    Ogilvy India chief creative officer Sukesh Nayak mentioned “The love for cricket unites us all, when we are down, we pray together, when we win, we celebrate together. So then, why not watch it together too? Building on our generosity platform, we are very excited to have created #SitTogether, a digital platform to enable people to watch the match from the stadium with a member of their staff. This is a human idea that will help foster a true sense of togetherness and happiness this Cricket World Cup.”

    Wavemaker India’s chief client officer & office head: North, West and East Shekhar Banerjee further added, “With the cricket world cup happening in India, we have been able to unlock an unprecedented opportunity that will help us melt the implicit power distance in India. In partnership with ICC and Star Sports, we have created a platform for audiences to #SitTogether and experience the game live. This platform is helping us create a symbolic gesture that can inspire the population to inculcate a sense of togetherness.”

    Additionally, ICC chief commercial officer Anurag Dahiya said, “ICC is thrilled to collaborate with Cadbury Dairy Milk for the Cadbury #SitTogether campaign, which combines the unique Indian passion for cricket with the national pride of all competing nations to create an unrivalled global sporting occasion. This partnership celebrates the incredible power that the World Cup has in uniting nations and fans across different cultures.”

    #SitTogether will also be amplified via multiple media touchpoints, including TV, OOH advertising, social media, and influencer partnerships. The brand will also leverage cricketing platforms and mobile publishers to engage the audience in unique and memorable ways. Additionally, Cadbury Dairy Milk will enable and facilitate #SitTogether experiences at stadiums, fan parks, live screenings in societies, et al. 

  • Eveready unveils ‘Khelenge Toh Sikhenge’ with new Ultima alkaline batteries!

    Eveready unveils ‘Khelenge Toh Sikhenge’ with new Ultima alkaline batteries!

    Mumbai: Eveready Industries India Ltd (EIIL), a Battery Brand with more than 50 per cent market share in the battery category, has introduced its new and improved range of Ultima Alkaline batteries. The brand has introduced its new range of Ultima batteries through a dynamic campaign ‘KhelengeTohSikhenge’. The campaign has been unveiled alongside a captivating TVC that showcases the Ultima and Ultima Pro range of premium alkaline batteries with increased power and longevity.

    The new range comprises the AA/AAA Eveready Ultima batteries, which present an impressive 400 per cent longer-lasting claim, as well as the AA/AAA/D Eveready Ultima Pro, which boasts a remarkable 800 per cent longer-lasting claim and is the most POWERFUL battery with Alkaline Technology. These batteries aim at delivering a consistent performance across a spectrum of modern devices and high-drain applications which have become more common in recent years such as toys, video games, smart remotes, wireless keyboard/mouse setups, trimmers, and medical equipment.

    Conceptualised by Ogilvy, the campaign shares a fresh perspective on play – highlighting its importance for children and moving the needle from play being just fun to learning through play with battery-powered toys. Thus, challenging society’s existing notion. The TVC campaign showcases a mother’s point of view as her young children play non-stop with battery-powered toys and engage in meaningful ways with those around them to learn important values and life lessons every single day – like friendship, sharing and compassion. The campaign also unveils the new and improved alkaline range of batteries – Ultima, with 400 per cent more power for longer-running toys and gadgets. With a transformation in both appearance and capability, this battery encapsulates Eveready’s commitment to innovation and power, setting new benchmarks for excellence in the industry.

    Eveready Industries India Ltd Sr. vice president & SBU head (Batteries & Flashlights) Anirban Banerjee said, “Empowering the present, energising the future – defines the revamped Ultima battery series from the house of Eveready. Its smarter appeal and long-lasting power embody our commitment to solving emerging consumer needs and innovation. Demanding devices like battery-operated toys, smart remotes, wireless mice, BP machines etc. need more power. The new and improved Ultima batteries, push our boundaries, with 400 per cent and 800 per cent longer-lasting performance, highly suitable for the high drain devices. The batteries are also equipped with a unique Turbolock Technology which prevents leakage and protects the consumer’s precious devices from damage caused by the batteries. As a testament to our vision of responsible innovation, Ultima batteries are eco-friendly and devoid of Mercury, Lead, and Cadmium. This is not just a product upgrade; it’s a step towards shaping a better tomorrow.”  

    Ogilvy India CCO Sukesh Nayak said, “Khelenge Toh Sikhenge” is an empowering platform that helps look at playing with toys in a new way. The games children play with their toys have a lot to teach them. Lessons on partnership, sharing, caring, teamwork, empathy and more can be learnt through continuous play. Eveready, India’s No. 1 battery with its new long-lasting Ultima batteries wants to own and build this empowering platform. And help enable every child in every household across India to learn something new and meaningful, every single day.”

    The Ultima Alkaline Battery range offers Ultima (MRP 22) – a pack of 10 batteries and Ultima Pro (MRP 45) – a pack of 6 batteries, with Anti-Leak Turbolock Technology, reinforcing leak protection and ensuring users’ devices remain secure and functional.

    Recently, Eveready also unveiled its new logo that marks a strategic brand transformation, forging a future-ready, self-aware brand committed to innovation, vibrancy, modernity, trust and empathy. The new logo reflects inspiration from the infinity loop which transforms into a fluid shape symbolizing an endless source of power and energy. Eveready with its continued aspiration aims to steer high-growth businesses in India that are sustainable, scalable, and profitable, and deliver lasting value for all the stakeholders through excellence, and customer-centricity.

    Note:

    400 per cent longer lasting than IS 8144: 2018 R6P standard for motor/toy. Results may vary as per device or usage pattern

    800 per cent longer lasting than IS 8144: 2018 R6P standard for pulse test. Results may vary as per device or usage pattern

  • Cadbury Gems empowers kids to create musical masterpieces

    Cadbury Gems empowers kids to create musical masterpieces

    Mumbai: Cadbury Gems, one of India’s oldest and beloved bite-sized chocolate brand, has launched a new campaign with Bollywood powerhouse – Tiger Shroff. One of the best ways children can express themselves and the joy they feel is through dance. However, in a time where age-appropriate music for kids is scarce, Cadbury Gems has created a super easy and fun digital platform that allows children to create their own music.

    As a part of this innovative campaign, the brand has created a microsite – www.cadburygems.in which allows children to create music in easy steps. All they need to do is select atleast three unique Gems buttons on the screen to mix and match tunes of different genres and create a unique music track to dance to. In an added fun element, users who create the best tune will witness Tiger Shroff dance to their tunes. Additionally, there will be weekly winners in the campaign who can win musical instruments.

    The Cadbury Gems #MyMastiMyMusic campaign film showcases today’s reality of children imitating and grooving to music which is not particularly appropriate for their age. It goes on to show a bunch of ‘Gems Kids’ who stop the inappropriate music and instead nudges the viewer to log on to cadburygems.in and create their own music which is suitable for children. It concludes with the announcement of the mega gratification which is Tiger dancing to the best tunes created by children.

    Speaking about this campaign, Mondelez India VP marketing Nitin Saini said, “Cadbury Gems has always been about bringing that child-like masti and excitement to life for all. However, as a brand, we couldn’t ignore that there was not enough music for children to express their happiness and for them to dance to. Leading to conceptualization of #MyMastiMyMusic, which also addresses our brand’s larger objective to empower children to express themselves, be creative and embrace their colourful imagination. Through this innovative initiative, we hope to continue spreading joy, one musical note at a time.”

    Actor Tiger Shroff, talking about this new association, said “I’m so excited to be a part of the Cadbury Gems family! Cadbury Gems is such an iconic brand and always reminds me to have a little fun. I am elated to be associated with them to bring this fun and unique campaign for children everywhere encouraging them to bring out their creative side through music.”

    Ogilvy India chief creative officer Sukesh Nayak said “Today’s kids are exposed to music across genres. And they enjoy it without an understanding of what it means. But is it appropriate for them? It’s no fun to watch kids groove and dance to songs meant for adults. I am delighted to be partnering with Cadbury Gems to introduce a digital platform that not only addresses this problem, but also empowers children to create their own music to dance to.”

    To bring this revolutionary platform to life, Cadbury Gems collaborated with the acclaimed musical director, Sameer Uddin. His expertise and passion for music were pivotal in crafting an engaging and accessible platform that resonates with children of all ages.

  • Rediscover childhood with new Madbury 4.0 flavors

    Rediscover childhood with new Madbury 4.0 flavors

    Mumbai: Mondelez India, the makers and bakers of some of India’s leading snacking products, has finally revealed the winners of the path-breaking Madbury 4.0 campaign which used technology to bring two users from anywhere in the country to come together and create their version of Cadbury Dairy Milk. From a whopping five million entries this year, the winning flavours of India’s favourite chocolate— Nutty Kulfi by Soumitra (Kolkata) and Pooja (Pune), and Tangy Mango by Suresh (Bangalore) and Raghuveer (Alwar) were found after thorough consumer testing. To celebrate the win, and embrace the twist of Madbury Duet, the brand has launched two new films that highlight the unique combination of flavours created by all those who came together from across India.

    Announced in December 2022, the fourth edition of the contest, Madbury Duet, saw record-breaking participation from consumers! The campaign saw consumers enter from across the country who were encouraged to choose from 100 ingredients across eight categories such as sweets & desserts, desi drinks, spices & tangy, fruity fun, crunchy & chewy and house of Cadbury. Consumers largely chose the ones that tapped into nostalgic moments or deep emotional connections from their childhood days. Some of the ingredients that topped the list included Gulab Jamun, Boondi Laddu, Kaju Katli, and more.

    Speaking about this campaign, Mondelez India VP marketing Nitin Saini said, “Over the past three years we have seen Indians don their chefs’ caps and experiment with their favourite chocolate! With Madbury 4.0, we aimed to continue this trail of innovation and nostalgia by bringing India together with a fun twist by highlighting the power of collaboration. After receiving more entries than we ever have before, this has clearly been a success for us. The two winning flavours of Cadbury Dairy Milk— Nutty Kulfi and Tangy Mango are a testament to the creativity of Cadbury lovers. We are excited to continue providing our consumers with the opportunity and platform to create a Cadbury Chocolate which reflects the diverse taste preferences in India”

    Ogilvy India chief creative officer Sukesh Nayak added “With the launch of Madbury Duet we leveraged the different flavours and ingredients in India. It gave people a chance to pair up with someone from a different geography or cultural background and create a version of Cadbury that truly represents the diversity of India. From over 5 million entries, consumers voted for two special combinations as this season’s winning flavours – Nutty Kulfi and Tangy Mango. The intention with the campaign is to put the spotlight on these unique flavour combinations and evoke sense memories that we all associate with them, thereby building strong desire for their taste.”

    In celebration of the two new flavours, the digital films highlight the essence of the different ingredients and how they have brought happiness to consumers of all age groups over the years. Whether it is the fond memories of enjoying kulfi after school or savoring the pleasure of indulging in summer mangoes, both films showcase the introduction of two new flavours Nutty Kulfi and Tangy Mango in a delectable manner.

    The limited edition and off-beat Madbury flavours – Nutty Kulfi and Tangy Mango are available across traditional stores as well as e-commerce platforms at the price of Rs 45 each for 36 gms.

    The Madbury campaign has grown from strength to strength over the years and has caught the attention of Indians everywhere. Seeing its success, the highlight anticipated fifth edition is set to be announced soon, with more exciting elements than ever before with the same theme of Madbury Duet.

  • Ogilvy India announces leadership transition

    Ogilvy India announces leadership transition

    Mumbai: Ogilvy India has announced an important leadership transition that will take effect from 1 January 2024.  The transition will involve a variety of senior Ogilvy India veterans taking the next steps in their long tenure with the agency.

    As chief advisor, Piyush Pandey, currently chairman global creative & executive chairman of Ogilvy India and one of India’s and the global industry’s leading creative figures, will work closely with the leadership team to ensure the impact and richness of the Ogilvy legacy transcends all functions and levels of Ogilvy in India. He is on a mission to make certain Ogilvy’s rich creative heritage continues and makes an impact particularly on the creative product and the digital transformation that has already seamlessly integrated to make Ogilvy India a modern marketing powerhouse.

    In this role, Pandey will continue to work closely with major clients and the agency’s executive team to ensure that Ogilvy India maintains its important leadership role in India.  Along with the leadership team, Pandey will be involved with key Ogilvy clients and new business prospects and the creative product of the agency. He will also continue to participate in various industry bodies and award forums.

    SN Rane, group executive co-chairman India & COO South Asia, will work as business advisor to Ogilvy Asia Pacific.  In his new role, Rane will work closely with Ogilvy Asia-Pacific to ensure that Ogilvy India has a smooth transition under the new management and to advise on various business operations and planning issues.

    Hephzibah Pathak will take on the role of executive chairperson of Ogilvy India. She will be Ogilvy India’s first ever woman in this role.  Hephzibah has been the most trusted partner for many of Ogilvy’s key clients. She has played an integral role in creating iconic, category defining transformative work on many of their brands. Importantly, Hephzibah has been an inspiring mentor to many current leaders and emerging talent in Ogilvy India.  In this role, Hephzibah will lead and drive the strategic direction, growth and transformation agenda of the company.

    VR Rajesh, another stalwart of the agency, will move from his current role as group president of Ogilvy India to chief executive officer (CEO) of the agency.  Rajesh has led the charge in building and growing Ogilvy’s capabilities in modern marketing. In his role, he will partner Pathak in further accelerating the transformation agenda of the company. He will also be responsible for running the operations of the agency across offices in India and all its business units.   He will also work closely with Hufrish Birdy, who will continue in her current role of chief financial officer (CFO), on various financial, commercial, and compliance issues for Ogilvy India. Birdy has been a strong and astute pillar who has partnered the leadership team over years to deliver healthy financial performance.

    Further, Ogilvy India’s leadership transition will also involve important new appointments to the Ogilvy Board.  Joining the Ogilvy India Board will be the agency’s three chief creative officers (CCO’s) – Harshad Rajadhyaksha, Kainaz Karmakar and Sukesh Nayak. The creative trio of Nayak, Karmakar and Rajadhyaksha are amongst the most awarded and celebrated in the country and have led the charge in creating industry defining modern work on many of Ogilvy’s valued clients.

    The agency’s chief strategy officer (CSO), Prem Narayan also joins the board. Narayan has been a strategic partner to many of Ogilvy’s key clients and creative partners. He has championed the effectiveness culture at Ogilvy, making Ogilvy India one of the most effective agencies in the world.

    All four of them will continue in their current, vital roles in the agency, leading the creative and strategic work of the agency.

    These four executives will be joining Pathak, Rajesh and Birdy, who are already on the Board.  All of these executives, working closely as a combined leadership team, will provide important continuity, experience, and commitment to the next phase of growth and Ogilvy India excellence for its clients.

    Ogilvy global chief executive officer Devika Seth Bulchandani adds, “Piyush has done what true legends do. Nurtured and groomed a class of leaders who can assume the day to day running of the Ogilvy machine which will give him time to focus simply on the magic he has been so legendary in creating for our clients.  

    Together I trust the new leadership to take this iconic agency to new heights.”

    Ogilvy chairman global creative & Ogilvy India executive chairman Piyush Pandey said, “Creativity and its impact on our client’s businesses is at the heart of Ogilvy. In keeping with my passion, I will continue to partner and guide the new leadership as always. Our joint purpose is to ensure that we not only maintain but also better our core strengths.”

  • Eveready unveils its new brand logo

    Eveready unveils its new brand logo

    Mumbai: Eveready Industries India Ltd (EIIL, a prominent player in batteries, flashlights, and emerging lighting solutions) unveils its new brand logo and tag line, connecting the new generation with its power of infinite possibilities in the future. For over 100 years, Eveready has been an inseparable part of the daily lives of millions of Indians. The iconic ‘Eveready’ logotype held within the Red Ellipse or a ‘disc power button’ brought together the typeface and the Cat-o-9 reflecting strong cues of energy and authority. The brand synonymous with ‘Give Me Red’ which started off describing a battery ended up defining a generation. The words that have built the history of India’s biggest battery brand transcended the boundaries of advertising and became a youth slogan in the 90’s: it was about an attitude, an endless craving for the power to express youthful energy. Marking an era of excellence and with new products coming in for new age consumers, the brand identity and tag line needed to be dynamic and relevant. Drawing from the brand’s inherent association of ‘power/energy’ a contemporary new identity has been created signaling infinite possibilities and transformation towards a future committed to innovation, vibrancy, modernity, trust and empathy.

    While retaining the ‘Cat-O-9’ unit which has been a defining image of the brand, the revamped Eveready logo marks a strategic drive; it derives its inspiration from the loop of infinity. It becomes fluid, animated and dynamic, symbolizing endless source of power and energy. It is marked by intentional asymmetry; the left side is slightly smaller than the right. The design is denotative of progress – from uncertainty to empowerment. Positioned at the centre, the Eveready wordmark radiates vitality. This transformation bespeaks a future-ready, self-aware brand, one that embodies boldness and magnetism. The tagline ‘Give Me Power. Give Me Red.’ reinforces Eveready’s identity as an unwavering source of strength and resilience. With this bold new addition, the brand transcends the boundaries of illumination and becomes power incarnate. It becomes a synonym of empowerment and courage.

    Speaking about the rebranding, Eveready Industries India Ltd. senior vice president & SBU head (batteries & flashlights) Anirban Banerjee said, “The iconic Eveready brand has enhanced its respect, reach and recall over time, matching its products and quality with the best in the world. With evolving consumer needs, the brand needed to transform and expand its portfolio, offering powerful, premium and innovative products. It was thus important for the brand to be seen as relevant and contemporary across age groups in the new world as it straddled the new portfolios.

    What happens when you pass energy through the Eveready disc? It starts to move and gather momentum. As the pace of the spin increases, the moving shape assumes the form of an infinity symbol. The new logo in motion stands for the brand’s vision of limitless progress and infinite power,” added Banerjee.

    “Eveready stands for limitless power and dynamic possibilities. It is ever evolving, constantly changing and forever transforming to keep India moving towards exponential progress. This zest for dynamism, infinite energy and endless possibilities finds form in the newly revamped Eveready logo. The new logo is a symbol of power without a pause. Revamped and animated, it evokes the idea of momentum, forever on the go. It forms the loop of infinity, to denote eternal drive, the spark of new beginnings. That’s why the latest rendition of the logo comes with an additional line: give me power. Eveready is the future of power. Infinity is the soul of new Eveready,” said Ogilvy India chief creative officer Sukesh Nayak. 

  • Creators in M&E industry can’t substitute storytelling with technology: Experts at Pearl Academy’s Portfolio 2022

    Creators in M&E industry can’t substitute storytelling with technology: Experts at Pearl Academy’s Portfolio 2022

    Mumbai: At Pearl Academy’s Portfolio 2022, experts from the world of advertising, media, cinema and entertainment decoded the future of these industries in the metaverse during a panel discussion. The panelists for this discussion were Ogilvy chief creative officer Sukesh Nayak; director, producer Aakash Bhatia; director of the film “Bheja Fry” Sagar Ballary and film producer Vivek Agrawal. The session was moderated by Pearl Academy dean, School of Contemporary Media Viveck Vaswani.

    Commenting on the role of technology in these industries, Nayak said, “Technologies like Metaverse allow you to be braver in exploring different possibilities however stories and storytelling remain the key since there’ll not be any magic if the stories don’t mean anything.”

    “Content creators and artists in these industries cannot substitute storytelling with technology. You can dream bigger with technology, but it should not make you complacent,” said Agrawal.

    On being asked, what should millennials who want to join these industries be taught, Ballary said, “Art is the medium supported by science or technology therefore a beautiful balance between the two is required. Technology should be used as a tool to correct the art and not actually create it. Besides technology, gravitas and patience are important to be able to work on the art.”

    “One thing that technology has allowed is for people to watch more content and has given them multiple viewing canvases.  However, the usability of technology is on us as anything that moves you forward can take you backwards too,” opined director and producer Aakash Bhatia.

    Portfolio 2022, which provided the platform for this panel discussion, is an annual event that showcases students’ projects by Pearl Academy that sits at the intersection of technology and creativity.

  • Cadbury launches new campaign ‘Meetha Chuppa Rustom’

    Cadbury launches new campaign ‘Meetha Chuppa Rustom’

    MUMBAI: Mondelez launched a new campaign for its new Cadbury Chocobakes to celebrate the sweet secrets in all of us. The 'Meetha Chuppa Rustom' campaign has been conceptualised by Mondelez India  and Ogilvy. It showcases the bonding between a pregnant mother and her naughty son after he returns home from school. The thematic shows how the mother reveals the sweet secret of her young boy as he discovers the chocolaty filled center of the new Cadbury Chocobakes Cookies.

    Mondelez India associate director – marketing (biscuits) Sudhanshu Nagpal said, “With the launch of the latest TVC for Cadbury Chocobakes, we intend to bring out the Meetha Chuppa Rustom hidden in all of us and the joy of discovering the same in our loved ones. Much like how you would feel when you discover your most loved Cadbury, now in a cookie! In India, our vision specific to the Biscuits category is to ‘introduce delicious, consumer-relevant products’ weaved into daily consumption occasions. The launch of Cadbury Chocobakes is a testimony of our efforts to increase consumer relevance in a changing food landscape, to accelerate our growth momentum.”

    Ogilvy India CCOs Kainaz Karmakar and Harshad Rajadhyaksha said, "It is not very often that an agency team gets to work on the launch of a new product. And when that new product is from Cadbury, the excitement is that much special. While adhering to the brand values of the world of Cadbury, we had to create a fresh personality and proposition for this new category we were getting into – Chocobakes, baked items with Cadbury inside. Along with our team of Akshay Seth and Chinmay Raut, we started discovering and working on possible spaces. And the light-hearted yet insightful space of 'Chuppa Rustom' seemed most apt and something which could define Cadbury's presence amidst baked goods. And of course, Vivek Kakkad has brought alive the storytelling splendidly through his direction."

  • 5Star’s new ad draws flak; Ogilvy terms it as ‘unfortunate’ timing

    5Star’s new ad draws flak; Ogilvy terms it as ‘unfortunate’ timing

    MUMBAI: Even though Cadbury attempted to change its 5Star campaign strategy recently, it's got itself in a fix. The new ad film has drawn ire from netizens. Ogilvy India has termed the timing for the campaign as ‘unfortunate’.

    Ogilvy India chief creative officer Sukesh Nayak, responding to indiantelevision.com said: “The timing has been most unfortunate. However, the campaign was conceptualised and executed way before.”

    The new advertising campaign has not gone well with the netizens, especially with the youth, as many took to social media to express their objection regarding the ad film.

    According to them, the ad shows today’s youth in a distasteful manner, at a time when many are voicing their concern by coming out on the streets over the passage and implementation of the Citizenship Amendment Act (CAA).

    The chief creative officer explaining further said, “We did not think anyone would take a message that is meant to make you smile, in a wrong way. But yes, there are people who have not understood the point being made and there are a few who have misunderstood the message and are reading it negatively.”

    Cadbury’s 5Star recently changed its television commercial (TVC) and came up with the new ad campaign with renewed tag line — Eat 5Star, Do Nothing. The agency, explaining the idea behind the new ad film, said that the earlier campaign had started to become predictable and as youth abhors predictability, it was eventually decided to change the old ad campaign — Jo Khaaye, Kho Jaaye.

    The new television ad film opens with an aged woman, who is sitting on a roadside bench, asks a young boy to pick up her walking stick that's fallen on the road. The boy is seen standing a little away from her bench and eating his 5Star chocolate. He being busy enjoying his 5Star bar responds to the lady with affirmation 'Ji Maaji' but fails not to move from his position. To which, old lady gets up from the bench to pick the stick herself, and moves away from a bench. The moment she picks up her stick a grand piano falls on the bench that she was sitting on. The lady eventually thanks to the boy for not doing anything.

    As many others appreciating the brand’s message, Nayak mentioned that there are also young people who have understood the message and meaning of the point being made.

    “A large majority are enjoying the creative execution that comes through the humour of the campaign. What is heartening is that some are returning to watch the ad again and again,” he added.

  • Bajaj Pulsar turns 18, Ogilvy joins in celebrations

    Bajaj Pulsar turns 18, Ogilvy joins in celebrations

    MUMBAI: It was 2001 when Bajaj decided to launch a higher cc motorcycle in a market which was predominantly 100cc. Pulsar since its launch, changed the face of the Indian motorcycle industry forever. Pulsar burst on the scene with the iconic ‘It’s a Boy!’ commercial and ‘Definitely Male’ tag line. Conceptualised by Piyush Pandey, this started the Ogilvy-Bajaj partnership that has stood strong for nearly two decades. Today, Ogilvy and Bajaj have come together to celebrate the coming of age of the one thing that Indian youth aspires to own.

    “We launched Pulsar with the tagline ‘Definitely Male’ in 2001. This has remained unchanged for 18 consecutive years, something unique and a testimony to the enduring nature of Pulsar’s appeal across generations of riders. With the Pulsar’s birth, we saw a future for the brand as a brawny masculine man thus the only line uttered in the launch ad was ‘It’s a Boy’. I’m glad to see this ‘Boy’ turn into a thrill-loving 18-year-old ‘Man’. Pulsar and its communication are proof that our home-grown brands are not only built on strong foundations but have what it takes to go global and win across the world.” says Oglivy chief creative officer worldwide and executive chairman India.

    Speaking on the occasion, Bajaj Auto vice president Narayan Sundararaman said, “Over the years, brand Pulsar has grown from strength to strength to become one of the fastest-growing motorcycle brands in the country. The Pulsar range now extends all the way from 125cc to 220cc. In 2018 Pulsar crossed the 1 crore sales milestone in global sales. Today, Pulsar is sold in 65+ countries and in 15+ of those, Pulsar is already the market leader. Every third sports bike sold in India is a Pulsar. Cumulatively, Pulsar commands over 40 per cent share in the sports motorcycle segment in India.”

    Sundararaman added, “Pulsar turning 18 is a big moment not just for Bajaj or the Indian motorcycling industry but a proud moment for India itself. The motorcycle that every 18-year-old dream of owning and riding turns 18 to stamp with authority the fact that a product designed and developed in India can and is a noted bestseller and world-beater. This is proof that Indian innovation & engineering has been doing their best for nearly two decades. Consistent with the growth of Pulsar is it’s communication – Built on differentiation as much as the product is, the arc of Pulsar’s communication has seen it take the extreme and push the boundaries even further.”

    “With Pulsar turning 18, we decided to tell a story of a pulsar rider, from the time he is born. The film tracks the journey of a boy that is probably the story of almost each one of us. From the time we learn to walk, how we start seeking thrills every single day. The naughty kid who can’t wait to turn eighteen so he can get his license and his hands on the ultimate thrill machine, the Pulsar. The answer to all our thrill-seeking needs.” says Ogilvy India chief creative officer Sukesh Nayak.