ITV

Tag: Vikram Pandey

  • PharmEasy continues marketing blitz with three new commercials

    PharmEasy continues marketing blitz with three new commercials

    NEW DELHI: PharmEasy, the online medicine and healthcare ordering app, has launched a new three-film campaign called ‘DanceEasy’, which reiterates that ordering medicines on the platform is so easy that it will make one dance. The campaign has been conceptualised and created by Leo Burnett India.

    The platform has always aimed to make the complicated world of medicines as simple as possible. Taking forward its ‘take it easy’ narrative, the campaign addresses the top three consumer apprehensions where medicines are concerned – value for money, availability and getting genuine medicines.

    Each film in the DanceEasy campaign addresses a consumer concern along with a wacky dance step to the catchy tune of the famous number – Urvashi. In every film, the consumer’s strife has been creatively depicted as a dance form.

    Saumil Parekh, vice president marketing, PharmEasy, said, “We thought of conceptualising short advertisements that would not only build a connection with our audience but do so in an engaging and fun manner. Our aim was to show how easy ordering medicines can be with PharmEasy, and the before and after versions of these dance forms is our way of depicting that. PharmEasy has always focused on being a customer-centric brand, and we have tried to highlight the problems that customers face when shopping for medicines on a regular basis, and offer a simple solution for the same.”

    Vikram Pandey, national creative director, Leo Burnett said, “PharmEasy’s music track — a rehashed version of Urvashi — is a great brand asset and helps break clutter every single time. For this campaign, we used it to challenge offline medicine buying behaviour. We turned each pain point into a dance form – so roaming from shop to shop in search of prescribed medicines became bhatak nritya, expensive medicines became kharchnatyam and so on. The films are funny yet memorable, we are confident this campaign will help build the brand narrative further.”

    The brand is competing in an extremely competitive market that includes players such as 1mg, MedLife, Amazon Medicines, NetMeds and several others. Most of these companies are heavily funded and have been going for big marketing campaigns to acquire audiences. PharmEasy has been advertising across big ticket properties such as Indian Premier League and ICC World Cup 2019.

    The brand also recently appointed Gaurav Verma as CMO. 

  • Panasonic Life Solutions India unveils new brand campaign, “Naye India KeBadte Load KeLiye” for Switches

    Panasonic Life Solutions India unveils new brand campaign, “Naye India KeBadte Load KeLiye” for Switches

    Mumbai: Leading manufacturer of electrical construction materials, Panasonic Life Solutions, formerly known as Anchor Electricals pvtltd, has announced its marketing plan to deepen its engagement in the evolving and growing consumer electrical segment in India and has launched its new campaign “Naye India KeBadhte Load KeLiye” for the category of Switches.

    The new ad campaign features the story of social media-savvy consumer who aspires to go viral by creating and sharing quirky moments through the posts. The theme features Panasonic Life Solutions latest technology to meet new age India’s growing demand for electrical appliances with an aim to become consistently better by offering distinct range of products with superior quality and innovative solutions.

    Conceptualized by Leo Burnett, the route for the TVC is built on the insight that today’s generation is often socially pre-emptive and establishes how an electrical switch can fast track a consumer’s chance to become famous on social media. The campaign’s TVC plays on the widespread selection of switches that Panasonic Life Solution offers, mapping it to the increasing requirements of every consumer in India. It further establishes a relationship between a human being and an electrical switch through a thrilling and creative way to go viral on the internet.

    Using Panasonic’s latest technology, Anchor has been constantly designing products that offer a unique blend of stylish look textured with different finishes and sleek plate designs that boast a higher aesthetic appeal and safety features, making it a perfect fit for modern Indian homes. In the wiring devices segment, the company at present ranks no. 1 and holds over 38% market share.

    Product Specifications:

    Over half a century, Anchor has managed to capture the minds of every customer in India. Anchor switches are aesthetically designed with a combination of elegance and sophistication. Built from the best metal insert plate, new switches surpasses to deliver excellent performance, top notch quality, robust functionality, flame retardant property and enhanced safety. The specially textured surface with super glossy finish and sleek plate design makes it blend virtually with any home décor. The switches are supported by cutting-edge Toggle-Type Technology, which facilitates ease, and comfort in operating the switches.

    Talking about the new ad campaign, Mr. Vivek Sharma, Managing Director, Panasonic Life Solutions said, “We aim to deliver products that surpass the consumer expectations and fulfil the growing demands of new India. With the new ad campaign, “Naye India KeBadhte Load KeLiye”, we wanted to highlight how we understand the sentiments and desires of today’s consumers and how we can be a part of their aspirations. We hope to extend our consumer base and tap newer markets with this campaign, thereby increasing market share in the wiring devices (switches) category.”

    Speaking about the campaign Vikram Pandey (Spiky), National Creative Director Leo Burnett India says “Since the plot was about a guy desperately wanting to go viral on the internet, we decided to cast a social media influencer famous for his acts on the internet. An interactive integrated campaign will take the premise forward to connect with the audience on all platforms.”

  • Leo Burnett Elevates Prajato Guha Thakurta, Sachin Kamble and Vikram Pandey to National Creative Directors

    Leo Burnett Elevates Prajato Guha Thakurta, Sachin Kamble and Vikram Pandey to National Creative Directors

    MUMBAI: Leo Burnett India has announced the promotion of Prajato Guha Thakurta (Projo), Sachin Kamble and Vikram Pandey (Spiky) to National Creative Directors. They will report to Rajdeepak Das, Managing Director – India and Chief Creative Officer, South Asia, and Dheeraj Sinha, Managing Director – India and Chief Strategy Officer, South Asia. Prior to their promotions, the trio has been Executive Creative Directors in Leo Burnett’s Mumbai office. 

    Speaking about the elevation, Rajdeepak Das said, “Sachin, Projo and Spiky have been the engines driving the creative culture at Leo Burnett. They have been leading the Fight Club (the creative brain trust of the agency) to produce and incubate new-age work done for some of our biggest brands – ‘The Nation’s Bike’ and ‘Invincible Indians’ for Bajaj V, ‘Salaam Loans’ for Tata Capital – among so much more for Google, HDFC Life and others. They have been responsible for winning multiple Cannes Lions, One Show and D&AD awards for our clients. Most importantly, they have been the true flag-bearers of the Humankind philosophy and the open-collaboration culture of the agency. It is this spirit that has helped name Leo Burnett India as the Agency of the Year 2018 among our 86-office network.”

    Projo, Sachin and Spiky’s new mandate is to help deliver Humankind work on their clients from the Mumbai operations and several others from the national roster. They will continue to spearhead national new business initiatives and nurture creative talent across geographies. Additionally, they will play a key role in the Fight Club – Leo Burnett India’s creative crucible that takes place every quarter.

    Speaking about the promotions, Dheeraj Sinha said, “The greatest thing about Leo Burnett is the ‘boundarylessness’ of our talent. Our best talent is available for our clients irrespective of their geography. Projo, Sachin and Spiky have done a spectacular job of the creative product which has won accolades at Cannes Lions, Spikes Asia and consistently gotten a 7+ on the Leo Burnett GPC scale. They have contributed hugely to the new business wins of the agency and have added value to clients across offices. These promotions are a formalisation of the roles that they are already playing. These elevations are timely as we enter 2019 on the back of great momentum of 2018, both, in terms of business growth and global recognition.”

    Speaking about his new role, Projo said, “I am equal parts excited and humbled by the opportunity to spearhead Leo Burnett India’s creative culture. As part of this new role, our priority will be to carry forward the creative legacy of this agency by creating new-age, integrated work for our clients, with a focus on innovation and technology.”

    “I am very excited about this new role and I’m looking forward to the challenges and opportunities that come with a mandate like this. Of course, work that works for our clients will continue to be a priority, and my aim is to do it using a mix of design, technology and storytelling,” said Sachin about his new mandate.

    Spikey added, “In my 12 years at Leo Burnett, I have seen the agency evolve through various stages. I am absolutely delighted at the opportunity to lead the next phase, from the front. As the business transforms rapidly and we evolve with it, I believe storytelling is going to be our tool for the future. We are uniquely positioned to leverage creative data and new media to craft brand stories that are relevant yet meaningful.”

  • Gagan Oil promotes water conservation

    Gagan Oil promotes water conservation

    MUMBAI: Food, while not the solution for all of life’s problems, is certainly the solution for some of them. From this very belief stems Gagan Cooking Oil’s core philosophy that every meal should be a celebration. Gagan is a heritage cooking oil brand that predominantly focuses on markets in Northern parts of India. The brand’s tagline ‘Khao Gagan, raho magan’ urges consumers to savour and celebrate all kinds of food with Gagan.

    The digital campaign created by Leo Burnett India urges consumers to celebrate Holi with colour and food, but also by avoiding the use of a scare resource like water. This message with the brand core has been articulated in its typical humorous way.

    Bunge India head of marketing Milind Acharya says, “We Indians, and more so the people of North India, are full of life, celebration and food. Brand Gagan is an integral part of their lives as it carries the same attitude. Festivals are mainly where this attitude comes alive. We see an opportunity to talk to our consumers carrying the same attitude.”

    Throwing light on the campaign, Leo Burnett India executive creative director Vikram Pandey said, “Do’s and don’ts around festivals can be quite a downer. The brand urges people to look at these ‘rules’ positively with the mantra of ‘Khao Gagan, Raho Magan’, and keep their festive spirits high with great food. While for Diwali we positivised the ban on crackers, we took up ‘Save Water’ for Holi. With quirky execution as the brand language, this one delivers a Happy Holi message that’s like no other.”

    Late last year, Gagan Oil had also unveiled a tongue-in-cheek campaign on the occasion of Diwali. The campaign took on the firecracker ban by urging consumers to eat food crackers, instead!

  • Anchor unveils new campaign to fight blind spot in the category

    Anchor unveils new campaign to fight blind spot in the category

    MUMBAI:  In the competitive oral hygiene market, the biggest issue that brands face is blind spots. Hundreds of campaigns are launched but only a few are able to cut through consumers’ mind.

    In order increase the recall value of Anchor toothpaste, Leo Burnett has launched a new campaign depicting how one can stand up against wrongdoings, under the tagline ‘Bindaas Daant, toh Bindaas Aap’.

    Anchor Beauty and Health Care managing director Sanjay Shah said, “The work done in the toothpaste category is usually very stereotypical, which has led to a blind spot in the minds of consumers. With a product having one of the best formulations in the market, we needed to communicate a higher order benefit of strength. We believe that when you are strong from within, you can stand strong for what you believe in. We chose to make kids our brand ambassadors as they are the real change agents in society. As a brand, we not only believe in delivering the best products but also in holding strong moral values. We believe that as a brand we should stand up for the right and fight for it. Our films deliver a societal and moral message along with a strong product promise.”

    The campaign, which features two films, is based on the insight that physical strength (of teeth in this case) evokes moral strength.

    Leo Burnett chief creative officer Rajdeepak Das said, “In a category that is driven by product demonstrations, the new Anchor toothpaste campaign pleasantly surprises by showing kids fearlessly taking a stand against what is wrong. The films effectively take the core product proposition of “making teeth so strong that they are not afraid of anything” into a bigger life context of fearlessness against wrongdoing. This takes India’s mood of driving change and standing up for what you believe into a new high.”

    One film titled “Milkman” is already on air while another is to follow later this month. The two films showcase an ordinary day in the life of a kid who stands up and expresses his views strongly and does not back down even as the odds are stacked against him, thanks to Anchor White toothpaste.

    Leo Burnett national planning director Rajeev Sharma said, “In  every product category, there is a central benefit. The key benefit Indian moms seek from toothpaste is ‘strong teeth’. We saw an opportunity in the fact that the culture has evolved, and that this benefit was crying out for a more human expression than the category had ever witnessed. What we have seen in the category is the obsession with lab coats and children either delivering or being the recipients of lectures of dental care. So our strategy was to create a memorable idea about the benefit of strong teeth in the form of fearless teeth or Bindaas Daant. The idea was to showcase what fearless teeth can do. What has emerged is a pretty potent combination. We believe it will create quite a stir in the category.”

    Leo Burnett ECD Vikram Pandey added, “Every mother wants her family to be strong physically as well as morally. So to convey the promise of strong teeth, we wrote stories where kids’ strong moral values are well supported with the physical strength of the teeth. All thanks to Anchor White toothpaste.”