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Tag: VML India

  • CCOs are shepherds, not showmen, say ad veterans in spirited Goafest debate

    CCOs are shepherds, not showmen, say ad veterans in spirited Goafest debate

    MUMBAI: At Goafest 2025’s high-energy panel “WTF is Creative Leadership Now?”—powered by Sun NEO and Amar Ujala—the crowd wasn’t just fed insight, it was served a full-course debate. The motion on the table: “The chief creative officer (CCO) is no longer the heart of the creative agency”. What followed was part philosophy, part punchlines, and all-out passion.

    Moderated by Ohriginal founder Rohit Ohri, the session featured industry legends and present-day captains: Bobby Pawar, Sonal Dabral, Senthil Kumar (VML India), and Lulu Raghavan (Landor APAC). The format was unconventional—a structured debate—and emotions ran high as both sides made their case.

    Pawar, speaking for the motion, fired the opening salvo: “The CCO has become a generalist, not a specialist”. He lamented the erosion of focus, saying creatives today juggle too many hats—part spreadsheet warrior, part HR liaison, part plumber of broken processes. “The CCO is supposed to make people better, not just the work”.

    Dabral echoed the sentiment. “The role’s been marginalised”, he said. “Once upon a time, creative work brought in the revenue. Now, we’ve surrendered that ground to consultants and growth officers”.

    On the other side, Raghavan mounted a spirited defence. “The CCO is the custodian of the brand’s unified creative vision”, she said. “They’re culture magnets and client counsellors. Yes, the role has evolved, but that doesn’t mean it has weakened—it has amplified”.

    Kumar brought the flair, calling today’s CCO a “playing captain”, not a bench-bound boss. “They’re curators of talent and makers of movement. They must know when to step up and when to step back.”

    The debate heated up as rebuttals flew. Pawar quipped, “If the client only wants to speak to one person, why do they need the rest of us?” Raghavan countered, “Then make that person the one who inspires, not just manages”.

    What united both camps, despite the sparring, was a shared reverence for creativity’s core purpose. All agreed that CCOs must move beyond ego, protect originality, and build cultures that nurture bold thinking. In Ohri’s closing words, “It’s not about idea ownership anymore—it’s about creating open spaces where ideas can roam freely and return home safe”.

    The rapid-fire round that followed was peak Goafest theatre. The panelists defined today’s CCO in their own punchy terms: “instigator”, “playing captain”, “creative curator”, “versatile”. When asked to choose between a Cannes Lion or a lifetime client, most cheekily opted for both.

    As the session wrapped, the takeaway was clear: the CCO isn’t dead. They’re just shape-shifting—and perhaps learning to lead not from the podium, but from the pasture.

  • VML India’s Durex campaign foster safe spaces for gender identity conversations

    VML India’s Durex campaign foster safe spaces for gender identity conversations

    Mumbai: Marketing transformation company, VML, has conceptualized a unique campaign, ‘Rainbow Classrooms’, for Durex. VML’s approach aims to create a safe space for students in India to express their feelings and address gender identity issues that are often overlooked due to the lack of sex education in Indian schools.

    In India, students are often confused when it comes to conversations around gender identity. Home environments may not be welcoming to having open conversations on the topic, and educators do not always possess the necessary awareness or skills to address these subjects with sensitivity.

    VML and Durex worked with students, teachers, school body heads and government officials to create a course specifically focused on educating the educators on having these difficult conversations.

    We wanted to show them that they could be that safe space students were looking for. Those educators who completed our course were given a symbol outside their classroom – a rainbow door. Taking inspiration from the Pride Flag, the painted door serves as a symbol to students that they are entering a safe space where they can express themselves freely without fear of judgement or ridicule.

    VML India group creative director Rohan Kumar said, “The first step to getting students to talk about gender issues was to create a safe space. The next was to create a symbol. Once we identified teachers as the ambassadors for this initiative, everything fell into place quickly post that. The rainbow doors serve as powerful symbols of safety and inclusivity. It’s a privilege for us at VML to collaborate with Durex on this initiative and support educational institutions to promote belonging for all.”

    Reckitt, SOA, director of External Affairs & Partnership, SOA, Ravi Bhatnagar highlighted Reckitt’s commitment, “At Reckitt, we are dedicated to promoting inclusivity and providing continuous support to the communities we serve. The Rainbow Classrooms initiative is a testament to our ongoing efforts to create safe and supportive environments for students, not just during Pride Month but throughout the entire year. By fostering acceptance and understanding, we are empowering the next generation to embrace their identities and contribute to a more inclusive society.”

  • Leo Burnett India wins 2024 ABBY Creative Agency of the Year

    Leo Burnett India wins 2024 ABBY Creative Agency of the Year

    Mumbai: The Abby Awards 2024 powered by One Show and supported by Guinness World Records & Cadbury Celebrations in partnership with ZEE5, concluded with a flourish on Day 3, celebrating excellence across a spectrum of categories. Leo Burnett India shone brightly, clinching multiple Grand Prix awards and earning accolades as Creative Agency of the Year, Brand Activation and Promotion Specialist Agency of the Year, and Branded Content & Entertainment Specialist Agency of the Year. Their campaigns, including ‘Feel the Music with Shankar-Ehsaan-Loy’ for Spotify India, garnered widespread acclaim.

    The agency also amassed an impressive collection of Gold, Silver, and Bronze medals, leading the charge in several categories. VML India and FCB Group India have also secured notable victories.

    Other standout moments included Famous Innovations’ Grand Prix win for Mumbai Police’s ‘Blockbuster Excuses’ campaign and Maitri Advertising Works’ success with ‘Sex Education – Shakeela’s Driving School’ for Netflix.

  • Sofy and Sara Ali Khan unite to redefine confidence in period management

    Sofy and Sara Ali Khan unite to redefine confidence in period management

    Mumbai: Sofy, a feminine hygiene brand by Unicharm, is delighted to onboard popular Bollywood celebrity Sara Ali Khan as its new brand ambassador. This partnership aims to resonate with the aspirations of GenZ girls who seek confidence, comfort, and worry-free periods in their fast-paced lives.

    Unicharm, a global leader in the field of hygiene products, stands at the forefront of innovation and quality, catering to diverse needs in the personal care category. As the driving force behind Sofy, Unicharm has continuously met the evolving demands of consumers, particularly in the realm of feminine hygiene. From manufacturing products for both period and non-period days, Sofy sells top-quality sanitary napkins, tampons and pantyliners all around the world.

    Sara Ali Khan, known for her dynamic presence and relatable persona, is all set to represent Sofy AntiBacteria range in a captivating new TVC. The commercial, showcasing a day in Sara’s life, emphasizes her hectic routine, effortlessly balancing professional commitments and personal life. Sofy’s long-hour leakage protection ensures that Sara can conquer each day without the concern of leakage, smell, or bacteria.

    Unicharm managing director Vijay Chaudhary expressed his enthusiasm about the collaboration, stating, “We are excited to have Sara Ali Khan as the face of our brand, empowering young girls to relentlessly pursue their dreams. At Unicharm, we have pioneered advancements in research and technology over years, positioning us as a trusted ally in promoting health and comfort in everyday life. The collaboration with Sara Ali Khan as the brand ambassador for Sofy further underlines Unicharm’s dedication in meeting the hygiene needs of girls during periods by offering them the highest product standards.

    Sara Ali Khan shared her excitement about the partnership, stating, “In a world where every step counts, I believe in living life without compromises. Sofy supports my long day shoots, prevents leaks, and ensures hygiene throughout the day. Every girl deserves a partner that understands her dreams and supports her journey, and Sofy has always been my trusted partner. With this association, I take pride in endorsing a product that aligns with the aspirations of the youth today to embrace a lifestyle that’s ambitious and fearless.”

    The TVC spotlights on the unique features of Sofy AntiBacteria XL+, promising deep absorption, and extra protection from leakage and smell. The highly differentiated Sofy antibacteria product ensures hygiene from bacterial infection due to an innovative antibacterial sheet. The plus 30 per cent deep absorption power prevents leakage while the infusion of natural herbs prevents smell while maintaining hygiene during periods. Sofy stands out as a reliable solution, offering the confidence and comfort that modern, active girls seek thus making it the ideal choice for staying worry-free and confident during their periods. As the brand says, “hum aage aage duniya peeche peeche,” Sofy remains dedicated to supporting girls on their journey to greatness.

    Talking about the campaign VML India Sr VP & EBD Bhavana Dogra said: “We are proud to have worked with team Sofy on their latest campaign with Sara Ali Khan. Sara represents the young girl of today who is confident, aspirational and can’t let fear of periods come in the way of achieving her dreams.  Sara Ali Khan delivers the brand message well and is someone the girls look upon.”