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Tag: Tanmay Mohanty

  • Maggi Hotheads #untrends on Twitter

    Maggi Hotheads #untrends on Twitter

    MUMBAI: Nestlé India has launched a first-of-its-kind Twitter campaign #UntrendLikeHotHeads for Maggi Hotheads.

    Maggi Hotheads – the spicy new variant from Maggi was launched last year and appeals to consumers with its four exciting and unique flavours – Green Chilli, Chilli Chicken, Peri Peri and BBQ Black Pepper. The brand is targeted at the youth who are a ‘bit eccentric’, are willing to take risks and have a positive and playful attitude towards life.

    Nestlé India’s in-house content ‘Live Studio’ managed by HyperCollective, and Zenith India, Nestlé India’s media agency, collaborated for this innovative campaign and executed it on Twitter.

    The campaign urged consumers to break free from popular trends and display their original, unique selves. They could post on an activity which sets them apart from popular trends. The gratification lay in the fact that Maggi Hotheads made people trend on Twitter.

    A highly responsive twitter campaign got the Twitter universe into a frenzy. With over 13 million impressions and 28,000 hashtag mentions in just 3 days, Nestlé received 800 plus entries from across the country. The campaign received overall 3.1% engagement rate while the industry standard is at 2% for FMCG.

    Tanmay Mohanty, Group CEO, Zenith India says,” #UntrendLikeHotHeads hits the mark because it is fun, quirky, engaging and resonates with the Indian youth. There is an instant connect with the Maggi Hotheads brand, also known for its distinct positioning and taste.  The campaign has sparked off viral conversations, amplified brand messaging, and generated rich insights.”

    Taranjeet Singh, Country Director, Twitter India said, “Nestle’s #UntrendLikeHotHeads is a breakthrough idea, the collaboration saw extraordinary participation on the platform and enabled Maggi to be what’s happening on Twitter. We look forward to working closely to be part of more of such creative, strategic partnerships.”

    Using the hashtag #UntrendLikeHotheads, a plethora of fresh and engaging content pieces emerged in three days of the activity. Zenith India made sure that the content was targeted and optimised effectively and efficiently and hence delivering enriching brand experience through the platform.

    Response from consumers and their real-time interactions with the brand can be viewed via the following links:

    MaggiHotheads : https://twitter.com/MaggiIndia/status/905010530212954113

    #Dhoni100:  https://twitter.com/MaggiIndia/status/904678784502120449

    Tennis:https://twitter.com/MaggiIndia/status/904700777247121408

    #TeachersDay:  https://twitter.com/MaggiIndia/status/904970105708097536

    Personalised Response from Maggi India:

    https://twitter.com/MaggiIndia/status/905386536895524864/video/1

  • Zenith unveils new global approach to communications, relaunches brand identity

    MUMBAI: Zenith has unveiled a new global approach to communications, supported by a relaunch of the network’s brand identity, proposition and platforms.

    Led by Zenith’s Global Brand President, Vittorio Bonori, the move is the most significant development for the network since the launch of its ROI Agency positioning in 2002. Building on this unique positioning, Zenith has launched a new proposition that will enable the network take a lead role in marketing transformationin order to driveprofitable growth for clients.

    Called ROI+, the new approach is designed to solve business challenges though advanced communications models. The approach has three key client benefits. First is the creation of ‘upstream’ strategies that deliver greater ROI through business transformation. Second is a focus on the full consumer journey in order to design personalised communication at scale. And third is maximising ‘downstream’ efficiencies through market-leading automation, such as machine learning.

    Zenith’s new approach is brought to life by a full rebranding of the agency. Building on The ROI Agency positioning, Zenith has a new mantra: “We blend data, technology and brilliant specialists to scout out new opportunities, solve complex challenges and grow client business”.

    The new agency proposition sees Zenith’s ‘peak’ logo re-imagined as a framework and is supported by new colours, fonts and photography that set a bright and differentiating tone across all Zenith’s brand assets around the world.

    Zenith’s global website – www.zenithmedia.com – has been totally overhauled as part of the global rebranding programme. As the global leader in advertising expenditure forecasting, Zenith has a wealth of data and insight and this is now available in a new, interactive section on the site called Global Intelligence.

    The new global approach and rebrand was developed by Zenith’s new Global Leadership Team working closely with leaders from Zenith’s key markets around the world, including USA, UK, Germany and China. Zenith also worked with a range of digital, design and consultancy partners on this key development programme.

    Bonori said: “We have a vision for delivering transformational growth for our clients and this required a new way of working that embraces both technology and invention. I believe that Zenith’s new proposition and brand identity builds on our distinctive ROI positioning and sets us further apart from the competition.”

    Tanmay Mohanty, Group CEO, Zenith India said that Zenith now has an approach with three pillars, which is about delivering more effective campaigns and taking a longer-term consultancy approach and building long-term capabilities. This is the appropriate time to launch Zenith’s new proposition and brand identity in India.

    “Our first pillar is our ability to create upstream strategies that deliver business transformation. For example, in ad-tech consulting, our upstream strategic development is greatly enhanced through ROI+. Second is our focus on the full consumer journey to deliver more effective communications strategies. And third is our market leading approach to maximising downstream efficiencies. ROI+ enables us to apply sophisticated automation through AI and machine learning techniques,” says Mohanty.

  • Publicis co. Zenith hires three, strengthens organisational structure

    MUMBAI: Zenith, part of Publicis Media India, has strengthened its organisational structure and announced three senior-level hires.

    Atul Sharma has joined Zenith as Senior Vice President in New Delhi and will be the business head for SBU that includes Nestle, Truecaller, Yatra, Hotels.com and others. A marketing post-graduate, he has more than 16 years of work experience across multiple marketing and media functions such as marketing services, market planning, consumer research, sales, events, public relations strategic media planning, buying and implementation. Consumer insights are his strong point. He has led businesses for Snapdeal, Freecharge, Gaana.com, Cricbuzz.com, ITC Retail, Del Monte and Lenskart among others.

    Love Guglani has come on board as the Senior Vice President for Zenith, based again in New Delhi, to lead the other SBU for Cargill, LVMH, Jabong, Micromax, Hennes & Mauritz (H&M), Aviva amongst others. He again, has more than 16 years of work experience in media across strategy, planning, buying and implementation. Love has a diverse background and has led businesses such as LG, Tata DoCoMo, HCL, Samsung and Intel Microprocessors.

    Another senior hire is Swati Jha. She has joined Zenith as the Senior Vice President to head the agency’s West India operations and will be based in Mumbai. She is a MICA alumnus with over 14 years of media agency experience.

    Swati Jha has led large FMCG businesses such as Mondelez (earlier Cadbury), Marico, Kellogg’s, Godrej and Zydus Cadilla in senior leadership roles. In previous roles, she has spearheaded award-winning work on brands such as Saffola, Parachute, Bournvita not just in the Indian market but also in some of the prestigious global platforms and juries such as Festival Of Media Asia Pacific (FOMA.)

    Tanmay Mohanty, Group CEO, Zenith India, said, “Our best in class data, tools, insights and strategy have led to a high pitch win rate and great performance on existing businesses. We are pleased to announce these three senior-level hires for Zenith who will help us upscale our operations, in line with our accelerated growth and momentum. I look forward to our new appointees bringing in fresh vigour, enthusiasm and passion to the organisation and embracing Zenith’s unique and highly differentiated offering.”

  • Parle mandates Zenith with media duties

    Parle mandates Zenith with media duties

    MUMBAI: Parle Products has entrusted Zenith India (Publicis Media) its media planning and buying duties after a multi-agency pitch. Parle has a portfolio of iconic brands spanning the categories of biscuits, confectionery, snacks, rusk and chocolates.

    Zenith group CEO Tanmay Mohanty said, “Parle Products has over the years experimented, innovated &stayed ahead of the curve. It is a great opportunity for us to put forward our strategic thinking, integrated solutions and drive on ROI for Parle’s brand media investments. India’s packaged food industry is poised for significant growth this is a great time to be partnering with them.”

    Parle Products category head Mayank Shah said, “We were looking for an agency that is not just future-facing, but also future-first and has a significant and deep impact on the business of marketing communications in India. Zenith understands the pulse of Indian consumers. Their passion for the job, innovative thinking and strong play in consumer insights, digital, technology, content and analytics makes them the right partner for us.”

  • Parle mandates Zenith with media duties

    Parle mandates Zenith with media duties

    MUMBAI: Parle Products has entrusted Zenith India (Publicis Media) its media planning and buying duties after a multi-agency pitch. Parle has a portfolio of iconic brands spanning the categories of biscuits, confectionery, snacks, rusk and chocolates.

    Zenith group CEO Tanmay Mohanty said, “Parle Products has over the years experimented, innovated &stayed ahead of the curve. It is a great opportunity for us to put forward our strategic thinking, integrated solutions and drive on ROI for Parle’s brand media investments. India’s packaged food industry is poised for significant growth this is a great time to be partnering with them.”

    Parle Products category head Mayank Shah said, “We were looking for an agency that is not just future-facing, but also future-first and has a significant and deep impact on the business of marketing communications in India. Zenith understands the pulse of Indian consumers. Their passion for the job, innovative thinking and strong play in consumer insights, digital, technology, content and analytics makes them the right partner for us.”