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Tag: The Womb

  • upGrad partners with The Womb to transform learning landscape in India

    upGrad partners with The Womb to transform learning landscape in India

    MUMBAI: upGrad, India’s largest online higher education company in a most recent development, ropes ‘The Womb’ – a leading brand & creative agency/consultancy to chart out an impactful communication drive for the brand. The agency will be responsible for driving the brand communication strategy for upGrad, thereby propelling a long-term brand building by the power of creative and experimental storytelling.

    upGrad  CEO India Arjun Mohan said, “Given the COVID2019 sentiment, it is imperative for us to understand the evolving consumer preferences and derive actionable insights which in turn, will help us deliver appropriate results. We are excited to onboard 'The Womb' to spearhead our upcoming branding and communication drive. The agency, with its right balance of strategic and creative capabilities, will help us create a compelling business and brand proposition, thereby transforming the online learning landscape in India and overseas.”

    The Womb  founding Partner Kawal Shoor said, “From the era of doctors, engineers, and CAs, India’s come a long way, and is now firmly part of the global new age economy. The service sector is the fastest growing sector in the country.  New careers in the areas of technology, data and finance are now the way to grow faster in life. India’s traditional education system has struggled to keep pace with the needs of modern industry, and this is where new age education brands like upGrad have unique opportunities. As any young brand and business, getting it right early is crucial for transformative growth. And this is where we come in. There are no proven ways to communicate online education brands, and blank pages are what we like the most.”

    The Womb  founding partner Navin Talreja adds, “The team at upGrad believes in doing things that have never been done before. So it was a great culture fit with what we believe and the work we create. Having said that their faith and trust in us to award us the business without a pitch creates a huge sense of responsibility to ensure that the brand wins in the market. We are up for the challenge and excited. Look forward to this journey.” 

  • The Womb poses questions to modern women in new campaign for Sunny Oil

    The Womb poses questions to modern women in new campaign for Sunny Oil

    MUMBAI: The Womb’s latest campaign for Sunny Oil focuses on addressing tough situations faced by women at home which most often are pushed under the rug.

    Women play a very critical role as ‘equals’ in modern households. And as ‘equals’ there are times when women have to take tough decisions. And in these tough times they are bombarded with opinions from family & friends. In this confusion, our belief is that it is the inner instinct rather than external advice which helps a woman in making the right decision.

    Sunny Oil’s latest campaign highlights such difficult situations faced by women. In its three-spot campaign the first spot brings alive a scenario in which a mother finds out that her teenage son is watching porn on his mama’s cellphone. Another other spot showcases a woman who’s going through a pregnancy complication – and she has to make a choice – should she keep the baby, or not. The third spot focuses on building the product’s immunity credentials’.

    Along with TV & cinema, other media including retail, digital and social will amplify the brand’s new point-of-view.

    Commenting on the new campaign, Frigorifico Allana Pvt Ltd head of marketing Prashant Sarwade said, “Being a challenger brand in a highly undifferentiated commoditized category, Sunny needed a narrative that could strike the right emotional chord with today’s woman, helps build preference for the brand and in the process also builds a differentiated emotional territory that could be leveraged for multi category play in the future. Our new campaign Life Aapki, Recipe Aapki brings in a fresh perspective and attempts to break the stereotypical “smile karti hai, khana pakati hai” imagery of the women. It is a life inspired progressive conversation that depicts real life everyday situations and acknowledges the difficult choices women have to make in such situations. We believe Sunny can be that positive voice which helps build a deeper connect with the new age women.”

    The Womb founding partner Kawal Shoor had this to say, “As Sunny readies itself to become a multi-product, multi-category brand, our task was to transition it’s positioning from ‘oil-led’, to brand-led. That demanded us to come from a contemporary cultural space from within the lives of modern women. Contemporary brands are helping resolve conflicts than just fulfill needs. We picked on a conflict that most of us, and especially modern women face – daily situations that have no single right answer. What we didn’t want to do was sermonise her. Rather, we felt that the brand should encourage her inner instinct – to do the right thing. What Suyash and his team has done beautifully is to link Sunny’s point-of-view with the category seamlessly, with ‘Life Aapki, Recipe Aapki.”

    The Womb creative lead Suyash Khabya added, “Instagramable food shots, ingredient product benefits or gyan to women. That’s how brands are advertising to women today! Here we are neither judging them nor are we showing them in fancy cooking setup or in slow motion oil pouring shots. The Life Aapki, Recipe Aapki campaign is a radical, fresh take. The whole idea is to trigger conversations, help women open up and empower them. As for the two specific situations in the films, we through hazar vulnerable ones to finally pick these, as we believe every woman will instantly connect with them. And yes, hats off to Varma (Director, Nirvana Films) for his deft handling of the sensitivity and keeping the tone of the campaign as real as it can be.”

  • The Womb partners IGP.COM on global campaign to bring relationships closer

    The Womb partners IGP.COM on global campaign to bring relationships closer

    MUMBAI: IGP.com, one of India’s largest online gifting store—offering the best selection of curated gifts, flowers, cakes, and personalised products for all personal occasions and festivals to Indians around the world and in India, recently got The Womb on board as partners in its business and brand growth journey. The firm has a global footprint with almost half of its orders originating from outside of India and almost one-third of its orders getting delivered internationally to more than 100 countries across the globe.

    The Womb partnered IGP.com to roll out its first multi-platform international campaign, for the upcoming festival of Rakshabandhan that celebrates the bond between a brother and a sister. The campaign was released across TV, digital as well as IGP.Com owned social media channels in India and international markets like USA, Canada, UK, Europe, Singapore.

    IGP.com CEO and founder Tarun Joshi said, “Gifting is a huge thing in our country. People just love gifting for birthdays, festivals, anniversaries and just about any occasion. But when the near and dear ones are not in the same city, there is a certain inconvenience that comes in the way of gifting. This is where IGP comes in, as an enabler. To make the entire act of gifting easier by removing the inconvenience which distance brings in. Especially in today’s India, it is not uncommon for one to have their loved ones in faraway cities, be it any part of the world. And so, that’s IGP’s purpose, to simply make gifting to any part of the world easy and hassle-free.”

    Commenting on the campaign, The Womb Communications co-founder Kawal Shoor said, “As the young migrate away from their homeland in search of prosperity and leave their dear ones behind, relationships feel the stress. Thankfully India has rituals like Raksha Bandhan in place that can keep the bonds strong. And now, modern, online brands like IGP are emerging to keep those rituals alive, and through that, reduce the emotional distances between people as they physically move apart.”

    The Womb Communications co-founder Navin Talreja added, “India is a $30 billion gifting market and yet despite the advent of various e-comm portals there isn’t one that specialises in gifting. IGP.com has this opportunity and we intend to leverage with various pieces of occasion-based marketing. Rakshabandhan is our first campaign in making IGP.com synonymous with gifting in India and across the world. This film with the cultural angle of mooh bola bhai we felt would break the wall paperness of Rakhi advertising that has been done for years in India.”

    The Womb Communications creative partner Suyash Khabya stated, “There are visual clichés in Indian festive advertising specially Rakhi. So, the attempt was to have something that would visually break the clutter and give the viewer a sweet surprise. The film has a certain charm that makes you want to watch it over and over.  And a big thanks to Bob (the director of Good Morning Films) for making sure that the film was emotionally touching and didn't go 'funny'.”

  • The Womb’s campaign for Saregama Carvaan is the most effective campaign in the world for 2018, according to WARC Effective 100 rankings

    The Womb’s campaign for Saregama Carvaan is the most effective campaign in the world for 2018, according to WARC Effective 100 rankings

    MUMBAI: WARC, the global authority on advertising and media effectiveness, and now part of Ascential – the company that also owns brands like the Cannes Lions, declared Saregama Carvaan as the most effective campaign in the world! The WARC Effective 100 rankings were released today morning.

    The Womb also made it to the Top 10 most creative agencies in the world, and is the only independent agency in the Top 10 list. The Womb also helped India finish among the Top 3 nations where the most effective work is being created.

    Carvaan’s underdog story and success has already become part of marketing lore in India, and it now deservingly sits at the top of the heap in global sweepstakes as well. Additionally, on the back of this path-breaking work, Carvaan pushed itself into the top 5 brands in the world – just behind Coca Cola, McDonald’s, Burger King and Ikea.

    Vikram Mehra – CEO, Saregama India, had this to say on the recognition, “The commercial and critical success of Carvaan is a testament to our belief that the key to innovation is listening to our customers. We are proud to have The Womb as our strategic partners in this successful journey.”

    An excited Navin Talreja and Kawal Shoor, Co- Founding Partners, The Womb, said, “We took on an almost terminal business challenge in the first year of starting our agency. We helped the client meet it, and beat it with a product innovation, that too for an innovation-phobic elderly audience! This has been such a once-in-a-lifetime experience. What more can we ask for after this recognition, except that we must now move on…to the next big thing!”

    The WARC Effective 100 (successor to the WARC 100) tracks the performance of campaigns, brands and agencies in marketing effectiveness and strategy competitions around the world. And the rankings are a global benchmark for commercial creativity.

    The ‘behind-the-scenes’ article on how the world’s most effective campaign came about can be accessed from the WARC site.

  • Axis Mutual Funds and The Womb take on Fake News in India!

    Axis Mutual Funds and The Womb take on Fake News in India!

    MUMBAI: In the context of fake news getting forwarded and investors getting unnecessarily influenced by it, Axis Mutual Fund, one of India’s premier asset management companies has launched an investor awareness campaign with the message for investors to act responsibly when it comes to such messages on money/investments, and not act upon or spread news which they are not sure of in terms of its veracity. The underlying message is to consult a financial advisor and in this lies an act of responsibility.

    As a responsible mutual fund, our objective is to create awareness about responsible investing practices and how one can become a responsible investor. While this endeavour is on, we felt it is equally important to also dwell upon the behavioural aspect of investors in the context of what is happening in the society – people sharing and acting upon news without checking the veracity which results in investors getting panicky and taking irrational decisions.

    Most of us get heavily influenced by news that is shared by our acquaintances on social media and messaging apps. And when the news is about money and investments, it tends to create worried investors. We are urging people to be responsible and not forward or act upon such messages thereby acting responsibly towards one self and others as spreading rumours creates an unnecessary chain of events feeding to chaos.

    The industry has done a good job in getting new investors warmed up to mutual funds. It is imperative to keep guiding such investors on various aspects of investing which the financial advisors are doing. However, it is equally important to address the behavioural aspect of investors as any kind of bad news can work negatively on the investors’ minds.

    Axis Mutual Fund’s latest campaign shows people randomly forwarding and reacting dramatically in different situations after reading a red alert message on markets. The film shows how a random message on markets and mutual fund investments has a negative impact on people. The film ends with a message urging investors to be responsible and not spread any fake news when it comes to investments, instead consult a financial advisor.

  • The Womb Launches “Shaadi Ka Naya Gift” campaign for Saregama Carvaan

    The Womb Launches “Shaadi Ka Naya Gift” campaign for Saregama Carvaan

    MUMBAI: The Womb has created an interesting campaign for portable digital audio player Saregama Carvaan, marking the musical instrument as a perfect gift for the wedding season.

    The campaign “Shaadi Ka Naya Gift—jo rishton ko nahi dilon ko milaye!” has been launched with a video ad showing a South Indian family gifting Carvaan to a north Indian groom’s family during the ritual of ‘Milni’.

    In a press statement, The Womb noted, “There are over 10 million weddings in India every year. Increasing by 30 per cent year-on-year and a lot of gifting happens during this season. The Womb identified this as an opportunity to position Carvaan as a perfect gift. Saregama Carvaan as a gift makes one come across as a thoughtful gift or someone who has eschewed more mundane and regular gifts in favour of something that touches the heart.”

    The Womb co-founder Kawal Shoor said, “We thought this was a great way to position Carvaan within the ritual of ‘Milni’. Such rituals inherently bring along a lot of awkwardness within the family members. Milni is like the marriage of two families, you have no option but to like each other. Mostly forcibly! & Carvaan with its 5000 evergreen songs can be the ice breaker and the thoughtfulness of the gift makes it more easier to like the other person.”

  • Saregama Caravan asks to ditch the ‘Shor’ this Diwali

    Saregama Caravan asks to ditch the ‘Shor’ this Diwali

    MUMBAI: Diwali is many things to us. Homecomings, get-togethers, celebrations, gifts, lights, sweets, and shared joy.

    Diwali advertising over the years has been high decibel and mostly about deals. Synthetic families wearing silk garments and plastic smiles are seen in almost every Diwali ad. You do get a campaign here and there that tugs at the heart through emotional stories. But rarely has any brand brought in a point of view to our way of celebrating India’s biggest festival that resonates.

    In comes Saregama Carvaan, the new music player with 5000 of the choicest classic Bollywood songs pre-loaded that has taken India by a mini-storm. A small brand with big ambitions, Carvaan doesn’t have millions to spend like other mega brands, so instead has chosen to integrate its message with a point-of-view on the way we celebrate Diwali.

    Saregama India VP sales and marketing Ajit Kumar says, “Diwali is the gifting season of India and Carvaan is a perfect gift which young people can give to their parents and elders during this season. Our brief to The Womb team was to create an ad which is clutter breaking and have the essence of huge nostalgia which the product carries.”

    The Womb co-founder Kawal Shoor adds, “Carvaan’s primary audiences are young, working sons and daughters – to buy Carvaan for their parents and elders. And the modern young workforce in India has a progressive mindset, unconstrained by the baggage of the past. To appeal to the young, Carvaan needed a young, progressive point-of-view. ‘Shor ya sangeet’ is our attempt to suggest that there can be a more meaningful way to connect with the young other than using yo-kids, high-fives, and all the stereotypes marketing uses to make brands youthful.”

    Nirvana Films Director Prakash Varma mentions, “Carvaan is a special product, and this one is a special film. To make a simple film is rare. I am blessed to have this opportunity. The idea is sensitive, but effective. And the choice of the dog makes it even more special, as ‘indies’ are truly beautiful, and need to be celebrated. A special thanks to Navin, Kawal, Akshat and Heval at The Womb. And none of this would be possible unless creative leaders like Vikram Mehra see the beauty in a simple, effective message.”

  • Axis Mutual Fund launches ‘The Responsible Mutual Fund’ campaign

    Axis Mutual Fund launches ‘The Responsible Mutual Fund’ campaign

    MUMBAI: Asset management company, Axis Mutual Fund has launched a new brand campaign – The Responsible Mutual Fund.

    The key insight gathered was that investors know that mutual funds over longer term tend to give superior returns, compared to traditional instruments. Though investors are ready to experiment and invest in mutual funds, they are a little fearful. Investors in general are risk averse when it comes to money while being adventurous with many other things in life. In such instances, people need assurances not of high returns, but that of care and concern for the hard-earned money that is invested.

    With this insight, the repositioning of Axis Mutual Fund to ‘The Responsible Mutual Fund’ is thus an important milestone in the journey of the brand. The new campaign marks the evolution of Axis Mutual Fund brand by playing the role of a credible and responsible asset management company which understands that the investors need comfort and confidence from the fund house that their hard earned money is in safe hands and would managed with utmost care and concern.

    Conceptualised by The Womb, the film portrays how Bijoy da, an experienced jungle tourist guide accompanying a family entering the wild which is fraught with risks all around owing to the possible presence of man eater tigers around who have a tendency to attack from the behind, is aware of inherent pitfalls and perils while having joyful ride in the forests. Bijoy da knows how this risk is to be managed as we see each family member donning human masks at the backside (given by Bijoy da), as he knows the tigers don’t attack looking into the eyes and hence the possibility of tigers attacking is nullified. An experienced fund house in Axis Mutual Fund too, like Bijoy da, is fully equipped to understand the risks and manage them.

    The brand broke the campaign with a massive internal program, extends through TV and outdoor, and will culminate with a sustained distributor campaign.

    Explaining the rationale for the brand campaign, Axis Mutual Fund MD and CEO Chandresh Nigam says, “The campaign features our brand philosophy, to provide quality financial and investment solutions which help customers feel financially secure and feel confident of a brighter and prosperous future. With retail money pouring in the last few years, and expectations of high returns running wild, it was important to communicate our differentiated brand positioning of being The Responsible Fund House. Suffice to say, we have always followed an investment philosophy that puts a strong emphasis on risk management over fancy promises of unreal returns.”

    Leading the campaign, Axis Mutual Fund marketing and VP Rohan Padhye adds, “The mutual fund industry is growing at a rapid pace, and as a business we are seeing healthy growth. While AMFI (Association of Mutual Funds in India) is doing a stellar job in creating awareness and relevance for our category, our task at Axis MF is to build preference and consideration for the brand. Responsibility plank is competitively distinctive, relevant to the consumer and true to us given the way we have been managing money.”

    The Womb Founder Navin Talreja mentions, “This was one of the more complex ones to pull off. When you have a large organisation with many valid points of view, and more than one right way to go forward, you need skill, patience and integrity to get alignment. We are proud that the entire top management team rallied behind this thought. And while it looks simple, everyone’s aware that this thought will put every Axis Mutual professional under the spotlight. It is an attitudinal and behavioural commitment that that brand is now making to the wider world. It puts pressure, but a good kind of pressure.”

    The Responsible Fund House brand campaign has precisely captured the key message of how Axis Mutual Fund with its demonstrated expertise, is equipped to manage investments with responsibility.

  • The Womb launches Saregama Carvaan’s first TV campaign

    The Womb launches Saregama Carvaan’s first TV campaign

    MUMBAI: Saregama has launched its first TV campaign for Carvaan–the new category-busting product that has already won rave reviews. 

    The campaign features three mother-child relationships across three TV spots. All of them bring alive the joy, the elderly recipients feel when they receive Carvaan as a gift from their children.

    Saregama CEO Vikram Mehra says, “We launched Carvaan last year, and the response from the market has been tremendous. This despite the fact that we were still building our distribution penetration. In fact, Carvaan’s early success has contributed to building our distribution infrastructure. And now that we are ready both on the supply side, as well as on the selling side, we wanted to start building nationwide awareness for what our little beauty can do for tired souls.”

    He adds, “And from day one, we have been clear about positioning Carvaan as a gift that today’s generation can give to their parents, and other elders in the family. And that was the brief that Saregama and The Womb jointly signed off on.”

    The Womb founding partner Kawal Shoor says, “Very simple and hopefully charming on the face of it, this campaign was actually tricky to conceptualise. We had to keep reminding ourselves that while we may be besotted by our magic machine, which had garnered humongous coverage on social media, the average person in small-town India was not even aware of Carvaan. So our launch campaign had to do justice to what Carvaan is, and can do. And when you have a truly interesting, one-of-a-kind product, you don’t need to get clever with the work. We simply wanted to bring alive the product effect, and through that demonstrate gratification – both for the giver and the receiver of this gift.”

    Chrome Pictures director Amit Sharma mentions, “Saregama Carvaan is such a product that it gives you ideas. When The Womb came to us with the scripts, I was excited to do the films. We knew it would work if we could reach out to every son and daughter in the country which meant the artists needed to have the warmth and innocence that you find in a mother and they had to be from the era the songs were from. We chose three very catchy songs of different tastes and energy and made an attempt to stitch the performance, song and the product together.”