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Tag: Zenobia Pithawalla

  • This Valentine’s Day, Cadbury Dairy Milk Silk urges consumers to go beyond their limits

    This Valentine’s Day, Cadbury Dairy Milk Silk urges consumers to go beyond their limits

    MUMBAI: Cadbury Dairy Milk Silk and Valentine's Day have a strong relationship going for almost a decade. CDM Silk has, over the years, helped many young and old to communicate their true feelings to their significant other with the very simple "Say it with Silk" approach during Valentine's Day.

    Having journeyed with the consumers, making each Valentine’s Day special, it was time for the brand to move the love game a notch up. "How far will you go for love?" was conceived to nudge Gen Z to try and go beyond the usual and make it special for their partner this Valentines. 

    This year’s Cadbury Dairy Milk Silk Valentine's Day campaign has at its heart a video along with high impact outdoors, digital and in-store promotions, etc. 

    Commenting on the strategy for this Valentine’s Day, Mondelez India director marketing chocolates Anil Viswanathan: “We have received great admiration with the Pop Your Heart campaign over the couple of years and we are thrilled to take it into its third year. As leaders of the chocolate category in India, we attempt to identify new occasions and offer innovative ways for customers to convey their emotion with our products. These simple yet impactful ways help us to stay connected with our consumers. We hope our new heartwarming film and other exciting bundle on eCommerce will urge our consumers to go beyond their limits, for their loved ones, this Valentine’s Day.”

    According to Ogilvy India senior executive creative director Zenobia Pithawalla and executive creative director Mihir Chanchani: “The task was to make Cadbury Dairy Milk Silk Heart Pop an integral part of every couple's Valentine Day Celebration. To do so, in our film the protagonist creates a magical moment which sets as a perfect background for the heart pop moment. Our film ends on question How far will you go for love?”

    Ogilvy India head of strategic planning Ganapathy Balagopalan: "We discovered young people don't do enough to show the special someone in their life how they truly feel about them. This campaign encourages them to go the extra distance and make the special someone in their lives feel truly special on Valentine's day. It sharply positions the brand as a romantic symbol and has the potential to turn it into a cultural icon.”

  • Dove celebrates freedom from hair stereotypes with #AapkeBaalAapkiMarzi

    Dove celebrates freedom from hair stereotypes with #AapkeBaalAapkiMarzi

    This Independence Day Dove takes forward its long-standing narrative on societal benchmarks of acceptability by encouraging women to talk about stereotypes attached to their hair. Dove’s #AapkeBaalAapkiMarzi campaign highlights the biases women face solely because of how they wear their hair and urges them to break free from the shackles of a narrow perception of beauty.

    For most Indian women being told to grow their hair long and black is the earliest memory of ‘beautiful’ imbibed in them. Slowly, the stereotype becomes jarring and evident as most movies, advertisements and societal norms depict long, straight black hair to be the symbol of beautiful women, concretizing the biases that exist. For instance, an earlier study by the brand, in collaboration with Hansa Research, found 71% of Indians think short, coloured and curly hair is less beautiful than long & straight hair. This approach creates a tendency for women to measure their beauty on the scale of social norms, making them feel under-confident and diffident. The typecasting limits choices for women who conform to pre-defined standards of ‘beauty’ to be socially acceptable.

    Dove’s new campaign, developed by Ogilvy India, is an endeavour towards addressing these archaic, pre-defined stereotypes and encouraging women to stand tall and wear their hair as they like #AapkeBaalAapkiMarzi in the true spirit of Independence Day.

    Harman Dhillon, Vice President, Hair Care, Hindustan Unilever said, “Dove recognizes and realizes the impact typecasting can have on an individual’s being. For over 60 years, Dove has showcased the beauty in diversity. Through our campaigns we try to create awareness around and break the narrow definition of beauty, creating a space where women feel nurtured and liberated from societal beauty barriers. There is a lot more to be done to create a systemic change in mindsets and celebrate the individuality and independence of women.”

    Unveiled on Independence Day, the campaign shares the story of real women Farishte, Huda and Pia, how they view their hair vis-a-vis how the society perceives them. In an inspiring and moving narrative, it draws focus to the conditioning that women undergo, early-on, towards hair beauty norms. Whether it is short or grey hair, curly or coloured hair, it is the time women are the creators of their beauty standards and feel free to choose for themselves, that reflects their true personality.

    According to Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy India (West), “As a brand that celebrates inclusion, we at Dove decided to celebrate the inclusion of all kinds of hair, in a society that has glorified just one kind of hair. Straight, long and black. After all, the freedom to do what one wants with one’s hair is implicit in the fight for emancipation. We interviewed women across the country to arrive at these inspiring stories. These women were left in a dilemma at some stage in their lives, all because they didn't conform to society's idea of beautiful hair. Instead of succumbing to societal bondage, they continued to wear their hair their way and emerged even more triumphant because of it. These are their stories. Stories that helped us arrive at our campaign idea, #AapkeBaalAapkiMarzi. What better day, than Independence Day to share these stories of freedom and diversity with every woman of India.”

    With campaigns like #AapkeBaalAapkiMarzi, Dove hopes to ignite a conversation amongst women, across generations, on experiencing biases and the need to overcome them –to inspire others who have held back so far. #AapkeBaalAapkiMarzi gently pushes for a change in outlook – one that is more accepting of women without pre-conceived notions, allows them to make their own choices without the fear of being judged and takes a step towards truly liberating women.

    AGENCY CREDITS

    Client: Hindustan Unilever

    Brand: Dove

    Agency: Ogilvy India

    Chief Client Officer, Ogilvy India: Hephzibah Pathak

    Office Leader – Ogilvy India (West): VR Rajesh

    Creative: Zenobia Pithawalla, Mihir Chanchani, Varun Sharma, Vishal Rajpurkar

    Account Management: Chitralekha Chetia, Deepika Das, Sanam Chowdhry, Rakshit Bohra

    Planning: Prem Narayan, Abigail Dias, Akhil Menon

    Production House: Curious

    Director: Vivek Kakkad.

    Executive Producer: Shahzad Bhagwagar.

    Producer: Vincent Gomes.

    Cinematographer: Maciek Sobieraj.

    Associate Director: Divij Kulkarni.

    Production Designer: Manisha Khandelwal

  • Ogilvy, Cadbury launch new campaign for Silk Hazelnut

    Ogilvy, Cadbury launch new campaign for Silk Hazelnut

    MUMBAI: Kicking off the new year, Cadbury Dairy Milk Silk has introduced another delicious novelty – Silk Hazelnut that is an irresistible combination of rich creamy chocolate and whole Turkish hazelnuts. Ogilvy has created a brand campaign for that.

    Hazelnuts are unknown in India – this was the challenge.  How do we tell another irresistible story with an unknown ingredient? To bring alive the USP, the Ogilvy creative team highlighted the best part about the consumption experience. The best part of the consumption experience was the inclusion of whole hazelnuts. Every bite makes you pout!

    Link: https://we.tl/t-ODszwTxPXU

    Ogilvy West senior executive creative director Zenobia Pithawalla said, “The new Silk Hazelnut comes with whole hazelnuts from Turkey. We tell the new ingredient story by bringing alive the eat experience. The inclusion of whole hazelnuts makes you pout while you devour the chocolate. So every time the girl takes a bite she looks like she is pouting to kiss.  Making the 'Kiss me' jingle feel like it was written for this one.   When consumers in India think premium ingredients, they think almonds, cashews, walnuts. Hazelnut was nowhere in the picture.”

    Ogilvy West head of planning Ganapathy Balagopalan said, “Hazelnut is relatively unfamiliar to Indian consumers. So, we have given consumers something unique to remember and desire- the new Silk Hazelnut, ensuring it continued to be true to core promise of Silk indulgence. The creative does this using a clever device that is both cheeky and charming.”

  • ICICI Bank to promote online security through new campaign

    ICICI Bank to promote online security through new campaign

    MUMBAI: ICICI Bank’s latest multimedia campaign addresses some of the key concerns of customers who use credit cards.

    The campaign includes a set of three TVCs, showcases the ‘Manage Cards’ which is a first-in-the-industry feature, introduced to the bank’s mobile banking platform – iMobile. The feature for credit cards, gives customers the power to control the security of their cards right from their own phones at just the flick of a button, 24×7.

    The three TVCs featuring Kalki Koechlin, Manoj Pahwa and Kunal Roy Kapoor, take a humorous road towards addressing the safety concerns of the consumers and are designed to instil a sense of self-security in their minds by showcasing them the strength of the ‘Manage Cards’ feature.

    Each of the three TVCs cater to one of each features viz. ‘temporary block / unblock card’, ‘block / unblock online transactions’, ‘block / unblock international transactions’.

    Ogilvy senior ECD Zenobia Pithawalla says, “Even though we use humour and exaggeration, we have still kept the communication extremely relatable, for people who are hesitant to use credit cards, owing to the fears associated with them. So when they see the ads, they are actually reassured of ICICI Bank's commitment to the security of their transactions.”

    Ogilvy senior vice president Walter Noronha adds, “In today's booming retail market, our customers are truly enthused and excited about shopping, on-line and offline, be it India or abroad. However the fear of fraud during an on-line transaction or a card being misplaced always beckons. Our campaign aims at helping customers to enjoy while ICICI will take care of their fears via their technology platform.”

    Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships.

  • ICICI launches campaign to promote iMobile app

    ICICI launches campaign to promote iMobile app

    MUMBAI: ICICI Bank has started new promotions for its app iMobile. Ogilvy has brought this proposition alive with a campaign titled, ‘Ek App mein poora bank’ (Your bank in an app).  

    Ogilvy has created five different films, each highlighting one feature of the app. The creative was strategically planned to grab and hold the viewer’s attention long enough to convey the message. This is why the films chose the short format approach.  Another first for ICICI was the use of humour in a campaign for a banking product.

    Ogilvy senior executive creative director Zenobia Pithawalla said, “ICICI Bank’s every attempt is to make banking a pleasurable experience for its customers. The two protagonists in the films bring alive the ease of use, convenience and effortlessness of this product in a light hearted and humorous manner reiterating the joy of banking with ICICI Bank.”

    Ogilvy senior vice president Walter Noronha says, “Our aim was to communicate all products and services in one app, with a view to cross-sell the multitude of offerings by the bank and drive the brand experience further.”

    The iMobile app is one of the highest rated apps on Google Play Store and has become the top-rated mobile banking app in the country. Adding to that, for the last three years, The Forrester Banking WaveTM has been recognising ICICI Bank’s efforts in providing cutting edge mobile banking services and recognised ICICI Bank iMobile app as ‘India’s Best Mobile Banking Experience’ in 2018.

  • Pond’s Cold Cream celebrates the magic of a ‘jhappi’

    Pond’s Cold Cream celebrates the magic of a ‘jhappi’

    MUMBAI: Pond’s Cold Cream has unveiled its brand campaign that leverages its legacy of trusted care. The TVC celebrates the magic of a ‘jhappi’. In Indian parlance, ‘jhappi’ means much more than a simple hug. It’s the embrace and protection that only a loved one can provide. Similarly, Pond’s Cold Cream provides the embrace of protection to the skin through its 10 essential nutrients and moisturisers.

    The objective of the campaign is to further evoke the emotional affinity the brand has enjoyed over decades in the market, instilling freshness to the idea of touchable, soft skin. The tone of the film is consciously positive and poetic. The moments between the mother, daughter and granddaughter cue protection and care through generations. In essence, it is exactly what the product does too.

    Ogilvy executive creative director Zenobia Pithawalla says, “The idea ‘Pond’s ki jhappi’ came from the core of the brand. ‘Jhappi’ meaning a hug, not only conveys the expert care and protection that the product provides in winter but also builds on the legacy of the brand. And ‘jhappis’ too, like Pond’s Cold Cream, are passed on from generation to generation.”

    Hindustan Unilever Ltd vice president, skincare and colours Prabha Narasimhan adds, “The idea of mothers receiving and passing on their love & care from one generation to the next – aap ko mila tohi aap ne diya Pond’s ka laad pyar perfectly reflecting the ethos of the brand and the Indian woman.”