ITV

Tag: Udaan

  • Poshn names Anit Kunj Gupta as finance director to lead growth strategy

    Poshn names Anit Kunj Gupta as finance director to lead growth strategy

    MUMBAI: What happens when you mix a food supply chain revolution with 20 years of financial wizardry? You get Anit Kunj Gupta, the latest heavyweight addition to Poshn’s leadership team.

    If you thought supply chain logistics and financial planning couldn’t get exciting, think again. Poshn, founded in 2021, isn’t just another startup; it’s a game-changer in India’s food value chain. And Anit’s arrival promises to turbocharge their ambitious growth plans.

    Poshn announced the appointment of Anit Kunj Gupta as senior director – finance & accounts, ushering in a new era of financial excellence and strategic leadership. Anit’s expertise, honed at industry giants like Zydus Wellness, Whirlpool Corporation, Udaan, and Carlsberg Group, makes him uniquely equipped to streamline Poshn’s financial framework and help SMEs thrive in the food value chain.

    India’s food value chain has always been ripe for disruption, and Poshn has been shaking things up by empowering SMEs with innovative solutions. Now, with $8 million (approximately Rs 65 crore) in equity and another $8 million in debt raised during their pre-Series A funding, the stakes couldn’t be higher.

    With Anit on board, Poshn looks ready to:

    . Expand private label offerings

    . Optimise supply chain processes

    . Penetrate new markets

    How does someone like Anit Kunj Gupta, with two decades of financial experience, approach a startup in full-throttle growth mode?

    Poshn’s co-founder, Shashank Singh expressed excitement about Anit’s appointment, “We are thrilled to welcome Anit to the Poshn family. His extensive experience in the food supply chain and his work with SMEs will solidify our position as a global leader in the food value chain.”

    Meanwhile, Anit himself couldn’t hide his enthusiasm, “I am delighted to join Poshn at such a pivotal phase of its journey. Poshn’s mission to simplify the food value chain resonates deeply with my professional ethos.”

    But here’s the kicker. Anit isn’t just about numbers. When he’s not crunching financials, he’s either driving, playing chess, or cracking jokes. A finance guy with a sense of humour? Now that’s a rarity!

    With an experienced leader like Anit in the driver’s seat, Poshn is poised to navigate the complexities of the food supply chain and emerge as a force to be reckoned with. So, the next time you think of food supply chains, remember: Finance is the secret ingredient.

  • udaan salutes pharmacists’ dedication to the society in its new ad campaign by Tilt Brand Solutions

    udaan salutes pharmacists’ dedication to the society in its new ad campaign by Tilt Brand Solutions

    Mumbai: udaan has rolled out a new digital campaign to applaud the relentless commitment of pharmacists to society. The campaign highlights udaan’s superior customer service towards its partner pharmacies.

    Further, the campaign emphasises the unique proposition of multiple delivery options—it’s an industry first initiative by a B2B e-commerce company.

    Mumbai-based brand and communications consultancy, Tilt Brand Solutions, has bagged the PR mandate for the brand. It highlights the challenges of partner pharmacies and how udaan can meaningfully partner and delight them in their journey. The campaign aims to address and solve the unique challenges with a brand promise to deliver a superior customer experience to pharmacies while ordering medicine supplies through the udaan app.

    The digital marketing campaign will run across various platforms for the next three months, including ATL, BTL, paid digital, app, CRM (SMS, PN), etc.

    Speaking about it, udaan business head of pharma category Sanjay Sharma said, “The Pharma category on the udaan platform is a growing business and as part of our long-term strategy, we plan to build and establish a long-lasting relationship with our partner pharmacies. We are committed to leveraging technology to bring the benefits of product & service innovations to partner pharmacies and are confident that our campaign will resonate well with our audience.”

    The pharma category on the udaan platform lists medicines, medical supplies, and over-the-counter (OTC) products. Currently, the udaan platform has over a thousand pharmacies registered to transact and do business online. The campaign emphasises the unique proposition of multiple delivery time options – an industry first initiative by a B2B e-commerce company.

    Speaking on the campaign, Tilt Brand Solutions executive director creative Adarsh Atal said, “We are well aware that chemists are and have been a part of India’s critically essential workforce. However, as the world has progressed and critical business sectors have seen technological advancements, there has been little done for pharmacists. With our campaign, we wanted to emotionally connect with the chemists, just like they do with each and every one of their consumers, and bring to the fore how udaan is enabling them with technology to do their business more efficiently and profitably.”

  • Four Star India channels again among top 10 in across genre list

    Four Star India channels again among top 10 in across genre list

    BENGALURU: Four channels from Star India once again made it to Broadcast Audience Research Council’s (BARC) weekly list of top 10 channels across genre (all India – U+R: 2+ individuals) for week 7 of 2018 (Saturday, 10 February 2018 to Friday, 16 February 2018). The four channels with their ranks in week 7 of 2018 in the top 10 channels across genre list were – Star India’s FTA Hindi GEC Star Bharat which climbed to second rank from the preceding week’s third place; Telugu GEC Star Maa which also climbed up a rank to seventh place in the week under review; FTA Hindi GEC Star Utsav which descended a rank to eighth place in week 7 of 2018 to make way for its aforementioned Telugu GEC sibling; and Star India’s flagship Hindi GEC Star Plus which entered the top 10 channels list in week 7 of 2018 at ninth place. Earlier, in the previous year, the same four Star India channels had made it to the top 10 channels across genre in week 47 of 2017 (Saturday, 18 November 2017 to Friday, 24 November 2017).

    Four Star India channels, two channels each from Sony Pictures Network India (SPN) and Zee Entertainment Enterprises Limited (Zeel) and one channel each from Network 18 (Viacom 18) and the Sun TV Network made up the top 10 channels across genres list for week 7 of 2017. From the genre perspective, seven Hindi GEC channels and one channel each from Hindi Movies, Tamil GEC and Telugu genres comprised the list of top 10 channels across genre in week 7. Four of the channels were free to air (FTA) Hindi GEC channels.

    At its regular first place was the Sun TV Network’s flagship Tamil GEC Sun TV with 984.137 million weekly impressions. Sun TV was also ranked first in BARC’s list of top 5 Tamil channels in the Puducherry/Tamil Nadu markets. As is also the norm, all the top 5 programmes in BARC’s list of top 5 Tamil programmes during primetime in the Puducherry/Tamil Nadu markets were aired on Sun TV.

    Star Bharat was ranked second in week 7 of 2018 with 755.591 million weekly impressions. The channel was ranked first in BARC’s list of top 10 Hindi GEC channels in the Hindi speaking markets (HSM) in the urban (U) and rural (R) areas and was ranked second in BARC’s list of top 5 channels in HSM (U) during the week. Two Hindi soaps – Nimki Mukhiya and Kya Haal Mr Panchaal that were aired on Star Bharat were among the top 5 Hindi GEC programmes in HSM (U+R).

    Zeel’s FTA Hindi GEC Zee Anmol slipped a rank in week 7 of 2018 to third place with 716.918 million weekly impressions. Zee Anmol was ranked second in BARC’s lists of top 10 Hindi GEC channels in HSM (U+R) and ranked first in HSM (R). The Balaji Telefilms-produced soap Kumkum Bhagya  that was aired on Zee Anmol was among the top 5 programmes during primetime in HSM (U+R) and HSM (R). Another soap, Ganga, that was aired on the channel was among the top 5 Hindi GEC channels in HSM(R).

    SPN’s women focused FTA Sony Pal retained its previous week’s fourth rank in week 7 of 2018 with higher ratings of 684.220 million weekly impressions. Sony Pal was ranked third and second in BARC’s list of top 10 Hindi GEC’s in HSM (U+R) and HSM (R) respectively. Three programmes that were aired on Sony Pal – Bal Veer, Tarak Mehta ka Ooltah Chashmah and CID were among the top 5 programmes in HSM (R).

    Zeel’s flagship Hindi GEC Zee TV climbed up a rank to fifth place in week 7 of 2018 with 587.318 million weekly impressions. Kumkum Bhagya and its spinoff Kundali Bhagya were among the top 5 Hindi GEC programmes during primetime in HSM (U+R) and HSM (U).

    Network 18’s flagship Hindi GEC Colors stepped down one rank to sixth place with 587.184 million weekly impressions. Colors was also ranked fourth in the top 10 Hindi GEC channels in HSM (U+R). Two programmes  that were aired on Colors– a soap – Udaan and a reality show Rising Star were among the top 5 Hindi GEC programmes during primetime in HSM (U).

    Star Maa was at seventh rank with 561.696 million weekly impressions. The channel topped BARC’s list of top 5 Telugu channels in the Andhra Pradesh and Telangana markets. Three programmes that were aired on Star Maa in week 7 of 2018 were among the top 5 Telegu programmes during primetime in the AP/Telangana markets.

    Star Utsav was ranked eighth in week 7 of 2018 in BARC’s list of top 10 channels across genre with 553.212 million weekly impressions. The channel was ranked third in BARC’s list of top 10 Hindi GEC channels in HSM (R). Star Plus was ranked ninth during the week under consideration with 533.697 million weekly impressions. Star Plus also ranked third in BARC’s list of top10 Hindi GEC channels in HSM (U).

    SPN’s Hindi movies channel Sony Max completed the list of top10 channels across genre in week 7 of 2018 with 501.759 million weekly impressions. Sony Max topped BARC’s list of top 5 Hindi movies channels in HSM (U+R) and HSM (R). It was also among the top 5 Hindi movies channels in HSM(R) with fifth rank. Hindi feature film Sooryavansham was among the top 5 Hindi movies programmes during primetime in HSM (U+R) and HSM (U) and Theri and Kanchana Returns in HSM (U).

    Also Read:

    Sun TV, Star Maa only non-Hindi players in across genre list

    Star Bharat continues leading Hindi GECs across genres

  • ‘Resham Jhanpi’ on Colors Bangla from 13 Feb

    ‘Resham Jhanpi’ on Colors Bangla from 13 Feb

    MUMBAI: Some stories are not bound by the chains of language, boundaries or emotions. They resonate with all those who understand the invaluable right to Freedom. Bringing to audience in Bengal, Colors Bangla announces the launch of ‘Resham Jhanpi’, the Bengali adaptation of the critically acclaimed show on Colors, Udaan. Narrating the tale of Titli, a free-spirited kid whose existence is pawned by her helpless and poverty-stricken desperate family when in her mother’s womb, as collateral for money. Conceptualised by ace director Mahesh Bhatt, Resham Jhanpi marks the journey of seven-year-old Titli as she rises like a phoenix towards her dreams to showcase a mind without fear. Produced by Vandana Films the show is set to go on air from 13 February every Monday to Saturday at 8.30 pm.

    Commenting on the show Colors Bangla & Colors Odia Suvonkar Banerjee vice-president said, “The story of Resham Jhanpi has all the ingredients to make for a heartwarming story centering around the sentiment of Freedom. Through Titli, our young protagonist, we are showcasing world which many of our viewers will be able to identify with. The show highlights the strength and vigor women possess to change their fate. We hope that the audiences will join Titli on her journey from innocence, realisation, hope, freedom and achievement.”

    Set against the rustic backdrop in the hinterland of Reshamnganj, Resham Jhanpi narrates an honest rendition of life and society. Bringing to light the innocence of a young but sharp-minded child, Titli whose unhindered zest for life strengthens when faced with challenges at the hands of the owner, MP Dayal Chand Thakur, a political representative ironically entrusted with the responsibility of safeguarding the interest of the downtrodden. Unaware of the circumstances which have led to her being wagered, Titli experiences a gamut of emotions as she struggles to take wings and find her rightful place under the sun.

    Producer for the show Shibaji Panja said, “A show like Resham Jhanpi is an awakening to the harsh reality that’s prevalent even today in the remote villages of India. Titli’s journey of her struggles in life, her tryst with fate and her victory over the most difficult circumstances, will inspire everyone. I’m sure that Resham Jhanpi will be a grand success and will be able to win millions of Bengali hearts.”

    Resham Jhanpi brings together power-packed performances by a strong ensemble cast who will be instrumental in the life of lead actor Titli (Smriti Singh). The initial episodes of the show will focus on Titli’s relationship with her warmhearted mother Padma (Anushua Mukherjee), her weak and under-confident father Bhubon (Rajesh Chatterjee) and her strong willed younger sister and playmate Bulbuli (Anushka). As Titli’s life reaches crossroads at the tender age of seven, she moves into the home of the cruel and short-tempered MP Dayal Chand Thakur (Sandip Dey) and his shrewd authoritarian wife Maa Thakurun Rajeshwari (June Maliah). Amidst the cruelty she finds solace in Boro Maa (Runa Banerjee), the Thakur’s mother and a strict follower of Gandhian principles.

  • ‘Resham Jhanpi’ on Colors Bangla from 13 Feb

    ‘Resham Jhanpi’ on Colors Bangla from 13 Feb

    MUMBAI: Some stories are not bound by the chains of language, boundaries or emotions. They resonate with all those who understand the invaluable right to Freedom. Bringing to audience in Bengal, Colors Bangla announces the launch of ‘Resham Jhanpi’, the Bengali adaptation of the critically acclaimed show on Colors, Udaan. Narrating the tale of Titli, a free-spirited kid whose existence is pawned by her helpless and poverty-stricken desperate family when in her mother’s womb, as collateral for money. Conceptualised by ace director Mahesh Bhatt, Resham Jhanpi marks the journey of seven-year-old Titli as she rises like a phoenix towards her dreams to showcase a mind without fear. Produced by Vandana Films the show is set to go on air from 13 February every Monday to Saturday at 8.30 pm.

    Commenting on the show Colors Bangla & Colors Odia Suvonkar Banerjee vice-president said, “The story of Resham Jhanpi has all the ingredients to make for a heartwarming story centering around the sentiment of Freedom. Through Titli, our young protagonist, we are showcasing world which many of our viewers will be able to identify with. The show highlights the strength and vigor women possess to change their fate. We hope that the audiences will join Titli on her journey from innocence, realisation, hope, freedom and achievement.”

    Set against the rustic backdrop in the hinterland of Reshamnganj, Resham Jhanpi narrates an honest rendition of life and society. Bringing to light the innocence of a young but sharp-minded child, Titli whose unhindered zest for life strengthens when faced with challenges at the hands of the owner, MP Dayal Chand Thakur, a political representative ironically entrusted with the responsibility of safeguarding the interest of the downtrodden. Unaware of the circumstances which have led to her being wagered, Titli experiences a gamut of emotions as she struggles to take wings and find her rightful place under the sun.

    Producer for the show Shibaji Panja said, “A show like Resham Jhanpi is an awakening to the harsh reality that’s prevalent even today in the remote villages of India. Titli’s journey of her struggles in life, her tryst with fate and her victory over the most difficult circumstances, will inspire everyone. I’m sure that Resham Jhanpi will be a grand success and will be able to win millions of Bengali hearts.”

    Resham Jhanpi brings together power-packed performances by a strong ensemble cast who will be instrumental in the life of lead actor Titli (Smriti Singh). The initial episodes of the show will focus on Titli’s relationship with her warmhearted mother Padma (Anushua Mukherjee), her weak and under-confident father Bhubon (Rajesh Chatterjee) and her strong willed younger sister and playmate Bulbuli (Anushka). As Titli’s life reaches crossroads at the tender age of seven, she moves into the home of the cruel and short-tempered MP Dayal Chand Thakur (Sandip Dey) and his shrewd authoritarian wife Maa Thakurun Rajeshwari (June Maliah). Amidst the cruelty she finds solace in Boro Maa (Runa Banerjee), the Thakur’s mother and a strict follower of Gandhian principles.

  • The battle for original Tamil TV content in Tamil Nadu

    The battle for original Tamil TV content in Tamil Nadu

    MUMBAI: Another South vs North battle is brewing in Tamil Nadu.

    Over the past four years, a new secondary market has developed for top notch Hindi general entertainment fiction shows in the state. Tamil television networks have been picking up Hindi series, dubbing them into Tamil and putting them on air.

    Among the Hindi shows that have got a Tamil home figure: Naagin, Ballika Vadu, Thapki Pyar Ki, Swaragini, and KumKum Bhagya, Udaan, and Uttaran, Na Aana is des Laado, Tu tu Main Main, Parvarrish – Kuchh Khattee Kuchh Meethi.

    These have been shown on channels such as Polimer TV, Raj TV, Sun TV, and Vijay TV and have generated good ratings.

    But that market is coming under threat on account of two developments – large networks such as Viacom18, Star India, Zee TV, are moving into launch their own Tamil GECs (either their first or second channels) and hence they are discontinuing the licensing of the dubbed Hindi shows – at least the more popular ones – to other Tamil channels.

    On another front, the Tamil TV fraternity is coming up in arms against the increasing invasion of Hindi shows on the small screen. In fact, a day-long protest has been planned for 14 August at Valluvar Kottam, a monument dedicated to the famed poet Thiruvalluvar, in Chennai. Taking part in the protest will be small screen actors, producers, directors and technicians.

    Estimates are that dubbed Hindi series account for 40 of the 80 slots for fiction on all Tamil television channels. The reason: the lower cost of acquiring the series and dubbing them. The production cost of a single original episode is anywhere between Rs 60,0000 to Rs 2.5 lakh; the acquisition price for a single ready dubbed Hindi series episode is anywhere between Rs 35,000-Rs 50,000 per episode.

    The production values however are much higher in the case of Hindi fiction and the shows which are normally acquired already have a successful track record. Hence, Tamil TV channels have been banking on them. And over the past two years, more and more of these dubbed series have been attracting and retaining Tamil audiences.

    This is what has got the TV unions’ goose; they say their members are losing employment. And the federation of small screen technicians says it is also going to write to Tamil Nadu chief minister Jayalalitha to help fight what it calls a menace.

    However, broadcasters say it is all about business. Raj Television Network – which currently has Mann Vasanai (Ballka Vadhu), Poovizhi Vasalile (Udaan), Kanchana (Shastri Sisters), Indira (Thapki Pyaar Ki) running on its channel – vice-president programming and production vice-president Amit Bose points out that whatever is made in the north can’t be shown in Tamil; and Tamil GECs are not about all out dubbed content.

    “But being a content creator if the content is working and getting good ratings for the channel then wouldn’t I bring in dubbed content?” he asks. “For us it’s an opportunity to bring content that suits Tamil audiences,” he adds.

    According to him, both broadcasters and producers and technicians are right in their place. “They are protesting keeping their interests in mind,” he says. “But we are also right. They want employment and an assured income from their experience and knowledge and from my knowledge I want to have a fair say in how to run my business.”

  • The battle for original Tamil TV content in Tamil Nadu

    The battle for original Tamil TV content in Tamil Nadu

    MUMBAI: Another South vs North battle is brewing in Tamil Nadu.

    Over the past four years, a new secondary market has developed for top notch Hindi general entertainment fiction shows in the state. Tamil television networks have been picking up Hindi series, dubbing them into Tamil and putting them on air.

    Among the Hindi shows that have got a Tamil home figure: Naagin, Ballika Vadu, Thapki Pyar Ki, Swaragini, and KumKum Bhagya, Udaan, and Uttaran, Na Aana is des Laado, Tu tu Main Main, Parvarrish – Kuchh Khattee Kuchh Meethi.

    These have been shown on channels such as Polimer TV, Raj TV, Sun TV, and Vijay TV and have generated good ratings.

    But that market is coming under threat on account of two developments – large networks such as Viacom18, Star India, Zee TV, are moving into launch their own Tamil GECs (either their first or second channels) and hence they are discontinuing the licensing of the dubbed Hindi shows – at least the more popular ones – to other Tamil channels.

    On another front, the Tamil TV fraternity is coming up in arms against the increasing invasion of Hindi shows on the small screen. In fact, a day-long protest has been planned for 14 August at Valluvar Kottam, a monument dedicated to the famed poet Thiruvalluvar, in Chennai. Taking part in the protest will be small screen actors, producers, directors and technicians.

    Estimates are that dubbed Hindi series account for 40 of the 80 slots for fiction on all Tamil television channels. The reason: the lower cost of acquiring the series and dubbing them. The production cost of a single original episode is anywhere between Rs 60,0000 to Rs 2.5 lakh; the acquisition price for a single ready dubbed Hindi series episode is anywhere between Rs 35,000-Rs 50,000 per episode.

    The production values however are much higher in the case of Hindi fiction and the shows which are normally acquired already have a successful track record. Hence, Tamil TV channels have been banking on them. And over the past two years, more and more of these dubbed series have been attracting and retaining Tamil audiences.

    This is what has got the TV unions’ goose; they say their members are losing employment. And the federation of small screen technicians says it is also going to write to Tamil Nadu chief minister Jayalalitha to help fight what it calls a menace.

    However, broadcasters say it is all about business. Raj Television Network – which currently has Mann Vasanai (Ballka Vadhu), Poovizhi Vasalile (Udaan), Kanchana (Shastri Sisters), Indira (Thapki Pyaar Ki) running on its channel – vice-president programming and production vice-president Amit Bose points out that whatever is made in the north can’t be shown in Tamil; and Tamil GECs are not about all out dubbed content.

    “But being a content creator if the content is working and getting good ratings for the channel then wouldn’t I bring in dubbed content?” he asks. “For us it’s an opportunity to bring content that suits Tamil audiences,” he adds.

    According to him, both broadcasters and producers and technicians are right in their place. “They are protesting keeping their interests in mind,” he says. “But we are also right. They want employment and an assured income from their experience and knowledge and from my knowledge I want to have a fair say in how to run my business.”

  • Amish Tripathi turns five kids into storytellers for Airtel

    Amish Tripathi turns five kids into storytellers for Airtel

    MUMBAI: The newly released video from Airtel titled Udaan is sure to take one down memory lane to childhood days which were full of ideas, however fantastic they were.

    Created by J. Walter Thompson the three minute video featuring bestselling author Amish Tripathi plays on the ‘dreams come true’ theme, where these children bring their stories to the people through an unexpected platform.

    Through the five kids — Nisha, Arya, Anshu, Anjali and Eklvaya — one is reminded how easy it is to be honest with our ideas without any fear of judgement. The viewers are won over by their innocent yet powerful imagination, which creates ample impact when we realise that these stories would have remained untold and the kids have would grow up eventually, shunning their unbashful creativity.

    That is when Amish Tripathi came into the picture and urged the kids to finish a story with him, a story that was eventually showcased at the Jaipur Literature Festival, where the kids took to stage in front of a hall full of audience. The effectiveness of the ad comes to light as we find out that the kids never really met Amish Tripathi in person, and their presence at the literature festival was through 3D imaging and hologram, possible through Airtel’s strong connection. While the association with Jaipur Lit Fest came from Airtel, it was JWT Delhi team’s vice president and executive planning director Shujoy Dutta who conceptualised the ‘entire scheme of getting a writer to inspire the kids to write.’

    When asked what the mandate from the client was, J. Walter Thompson Delhi managing partner and head Sanjeev Bharagava said, “The mandate really was what kind of presence that the brand should have at the Jaipur Literature Festival, so we had to devise something that could be associated with it and also create a positive awareness for the brand.”

    Carried out through phases spanning across six weeks, JWT’s rural team scouted around gramin (rural) areas at several less privileged schools to identify these five bright minds.

    “It was difficult because we required a different expertise to put everything together as wonderfully. There was an outreach team that worked rurally, there was a strategic team that thought of the idea, there was a digital team that carried out the campaign online — four different disciplines that were really involved to bring this idea live. That we carry it out seamlessly was the real challenge,” Bhargava shared.

    Justifying why Amish Tripathi was the best person to connect with the kids as well as be the spokesperson for the brand Bhargava said, “I feel Amish is a kind of author who has depth in his writing. We didn’t want to go the populist way and chose just any bestselling author, we wanted someone who would resonate with the core thought of the campaign.”

    With six weeks’ worth of content that culminated in the ultimate showcase of experiential marketing when the kids came alive through holographs that were powered by Airtel, the tough nut to crack was the content code for the video. The crux of the effort is the digital proliferation which the campaign brings to the fore cleverly and masterfully.

  • Amish Tripathi turns five kids into storytellers for Airtel

    Amish Tripathi turns five kids into storytellers for Airtel

    MUMBAI: The newly released video from Airtel titled Udaan is sure to take one down memory lane to childhood days which were full of ideas, however fantastic they were.

    Created by J. Walter Thompson the three minute video featuring bestselling author Amish Tripathi plays on the ‘dreams come true’ theme, where these children bring their stories to the people through an unexpected platform.

    Through the five kids — Nisha, Arya, Anshu, Anjali and Eklvaya — one is reminded how easy it is to be honest with our ideas without any fear of judgement. The viewers are won over by their innocent yet powerful imagination, which creates ample impact when we realise that these stories would have remained untold and the kids have would grow up eventually, shunning their unbashful creativity.

    That is when Amish Tripathi came into the picture and urged the kids to finish a story with him, a story that was eventually showcased at the Jaipur Literature Festival, where the kids took to stage in front of a hall full of audience. The effectiveness of the ad comes to light as we find out that the kids never really met Amish Tripathi in person, and their presence at the literature festival was through 3D imaging and hologram, possible through Airtel’s strong connection. While the association with Jaipur Lit Fest came from Airtel, it was JWT Delhi team’s vice president and executive planning director Shujoy Dutta who conceptualised the ‘entire scheme of getting a writer to inspire the kids to write.’

    When asked what the mandate from the client was, J. Walter Thompson Delhi managing partner and head Sanjeev Bharagava said, “The mandate really was what kind of presence that the brand should have at the Jaipur Literature Festival, so we had to devise something that could be associated with it and also create a positive awareness for the brand.”

    Carried out through phases spanning across six weeks, JWT’s rural team scouted around gramin (rural) areas at several less privileged schools to identify these five bright minds.

    “It was difficult because we required a different expertise to put everything together as wonderfully. There was an outreach team that worked rurally, there was a strategic team that thought of the idea, there was a digital team that carried out the campaign online — four different disciplines that were really involved to bring this idea live. That we carry it out seamlessly was the real challenge,” Bhargava shared.

    Justifying why Amish Tripathi was the best person to connect with the kids as well as be the spokesperson for the brand Bhargava said, “I feel Amish is a kind of author who has depth in his writing. We didn’t want to go the populist way and chose just any bestselling author, we wanted someone who would resonate with the core thought of the campaign.”

    With six weeks’ worth of content that culminated in the ultimate showcase of experiential marketing when the kids came alive through holographs that were powered by Airtel, the tough nut to crack was the content code for the video. The crux of the effort is the digital proliferation which the campaign brings to the fore cleverly and masterfully.