Author: Our Staff

  • Livpure launches new TVC

     

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    Livpure, a consumer electronics brand, launched a television commercial (TVC) to introduce its new Livpure Allura Premia water.

    Commenting on the launch, Rakesh Kaul, Managing Director at Livpure, said: “At Livpure, we firmly believe that one’s access to clean water is everyone’s right. We strive for making water more inclusive and affordable to people at large. This is the reason why we developed the Livpure Allura Premia that comes with 30 months of free maintenance. It allows families to focus on what truly matters – enjoying the peace of mind that comes with pure, healthy drinking water for everyone in the household,”

  • ETML wins the digital mandate for Keffy Wellness firm

    Etml has bagged the digital mandate for Keffy, a wellness and fitness services company.

    Commenting on the win, Raghav Kansal, Founder & CEO of ETML, said: “We are thrilled to join forces with Keffy to pioneer the next chapter of digital wellness. Through this partnership, we aim to harness the power of technology to elevate Keffy’s well-being initiatives. Our comprehensive approach includes meticulous campaign optimization, real-time performance tracking, and insightful analytics. By combining our innovative marketing strategies with Keffy’s commitment to holistic health, we aspire to drive meaningful engagement and inspire positive change in the wellness industry.”

    Adding on to this, Paras Arora, Founder of Keffy, said: “At Keffy, our mission has always been to empower individuals to thrive in mind, body, and spirit. This partnership with ETML marks an exciting new chapter for us, as it allows us to amplify our impact and reach a broader audience than ever before. By leveraging ETML’s cutting-edge digital marketing strategies and performance-driven approach, we can enhance our outreach and engagement efforts significantly. ETML’s expertise in data-driven marketing and real-time analytics will help us to better understand our audience’s needs and tailor our offerings accordingly. Together, we are committed to creating a healthier, happier world, where wellness is not just a goal, but a way of life.”

  • Ogilvy creates campaign for Fevicol

    Fevicol, the adhesive brand from Pidilite Industries Limited, has unveiled its latest campaign, ‘Jugalbandi’ – a film which celebrates musical journey of two brothers with a blend of traditional charm and quirky humour. It is crafted by Ogilvy India and Prasoon Pandey of Corcoise Films.

    Said Bharat Puri, Managing Director at Pidilite Industries Ltd: “Fevicol, as a trusted household name, continues to uphold its core value of building Mazboot Jod (Strong Bond). Our latest Jugalbandi film humorously portrays Fevicol as an emblem of lasting connections and enduring strength. We are proud to launch this campaign in a year that holds special significance, as we celebrate the 100th birth anniversary of Fevicol’s founder, Balvantray Kalyanji Parekh.”

    Added Piyush Pandey, Chief Advisor at Ogilvy India: “Fevicol’s Jugalbandi campaign underscores Fevicol’s unbreakable bond. Using a combination of Pidilite’s unique humorous style and quirky musical journey of two brothers, we bring alive Fevicol’s commitment to forging enduring connections and resilience across generations.”

  • SPNI elevates Jaideep Janakiram

    Sony Pictures Networks India (SPNI) has announced leadership enhancement plans within its International Business and Operations division. Jaideep Janakiram, formerly the Head of International Business (Americas), has been promoted to Head of International Business and Operations, succeeding Neeraj Arora.

    Said Rajesh Kaul, Rajesh Kaul, Chief Revenue Officer of Distribution & International Business and Business Head of Sports Cluster.: “Jaideep has been an integral part of our team, demonstrating remarkable expertise and leadership. I am confident that our international business will continue to thrive and expand under his guidance.” Janakiram will report to Kaul.

    In this transition, Shalin Patel, Head of International Business (Europe); Sharon Patel, Manager of Revenue Accounting; Naveen Kunal, Senior Manager of Ad Sales; Kavita Paul, Lead of International Operations; and Moitrani Dhar, Lead of Research and Programming Strategy, will report to Jaideep. The teams in the US and Canada will also continue to report to him.

  • Piyush Pandey honoured with Created for Creatives LIA Legend Award

    Piyush Pandey, former Global Chief Creative Officer at Ogilvy, will be accepting the Created for Creatives LIA Legend Award onsite, in Las Vegas on October 1, 2024.  Also in attendance will be the LIA Jurors, onsite Creative LIAisons attendees and speakers and global press.

    Notes a communique we have received: “The LIA Legend Award is given to a leader of the industry, past or present, who through their talent, vision and generosity has demonstrated outstanding creativity. They are those who are relentless and unwavering in their commitment to build up the industry through their indefatigable mentoring, teaching and developing of others. London International Awards (LIA), is pleased to honour Piyush Pandey with its 2024 LIA Legend Award. As the man who put Indian advertising on the world map, Piyush is the second creative giant to be bestowed this prestigious award by LIA. He was appointed the Executive Chairman of Ogilvy India in 2004. He also went onto serve as Global Chief Creative Officer for two and a half years. In January 2024, he stepped into an advisory role.”

    Pandey has been with Ogilvy since 1982 and has served as the Executive Chairman of Ogilvy India from 2004 to 2023.  On January 1, 2024, he stepped into the role of Chief Advisor Ogilvy India.  He continues to serve on the Ogilvy Worldwide Creative Council.

  • Cureskin launches TVC

    Cureskin, a skincare brand, launches its first television commercial (TVC) campaign titled ‘Skin Hai, Mazak Nahi’. The campaign features OTT actors Shrishti Ganguly Rindani and Ambrish Verma and is conceptualised by Sick Content Studios.

    Elaborating on the concept around the campaign, Guna Kakulapati, Co-Founder & CEO at Cureskin said: “Cureskin recognises that healthy skin is more than just aesthetics; it’s about promoting overall well-being and fostering self-confidence. Our ‘Skin Hai, Mazak Nahi’ campaign is designed to provoke a national dialogue around prioritising dermatologist-guided skin health via personalised science-based solutions. Cureskin is dedicated to providing the expert guidance and support necessary for everyone to achieve healthy skin.”

    Added Joy Chauhan founder of Sick Content Studios: “I feel we are witnessing a great brand, with a differentiated business model in the making. We are delighted to be a part of this journey. While the category is full of promises, our challenge was to bring forth our dermatologist-first model in a highly cluttered beauty and skincare category. Sincerity, honesty and not trivialising the critical Skin health issues were paramount. ‘Skin Hai, Mazak Nahi’ is a line, which captures the entire intent and essence of the brand’s existence. This campaign will bring to life every aspect of the issues that consumers face in the skin and hair health space.”

  • RIP, Ramoji Rao

    Ramoji Rao

    Visionary media-owner Ramoji Rao passed away on Saturday, June 8 at the age of 87. His passing away marks the end of an era for Indian cinema and journalism, leaving behind a legacy that has profoundly influenced the country’s media landscape. His impact on the film and media industry was acknowledged by numerous accolades throughout his life, including the prestigious Padma Vibhushan in 2016, India’s second-highest civilian award, for his contributions to journalism and literature.

     

    Born Cherukuri Ramoji Rao on November 16, 1936, in Pedaparupudi, Andhra Pradesh, Rao’s journey from a modest background to becoming a media entrepreneur is nothing short of inspirational. He founded the Eenadu newspaper in 1974, which quickly grew to become one of the largest circulated dailies in India, setting new standards for regional journalism. His media empire expanded to include the ETV network, which launched several channels catering to diverse languages and regions across India, further democratising access to information and entertainment. His media empire included Newstime, the English daily, and a slew of non-Telugu channels which he later sold to Television Eighteen.

     

    His Ramoji Film City is as much a must-visit for tourists as is the Charminar in Hyderabad. Established in 1991, the Ramoji Film City is spread over 1,666 acres near Hyderabad. It holds the Guinness World Record for being the largest film studio complex in the world.

     

    Under Rao’s leadership, Ramoji Group’s ventures also spanned into sectors like hospitality, retail, and education, showcasing his versatility and entrepreneurial spirit. Priya pickles is a brand that he owns. He ventured into Soma, a fruit drinks brand that was sold in sachets.

     

    Not content to rest on past laurels, Rao blessed an aggressive foray in digital media. The Eenadu group is actively involved with events in the advertising and marketing world. For instance, at Goafest 2024 held late last month, Eenadu was among the partners.

     

    The writer is a senior industryperson who expressed his/her desire to stay anonymous.

  • Publicis India creates campaign for Enamor Lingerie

    Publicis India has unveiled its latest campaign, “Fabulously Futuristic,” for Enamor, lingerie brand. It is a series of six digital films that breaks away from traditional lingerie advertising and showcases the limitless power and grace inherent to everyday activities.

    Said Shitu Patil & Aman Mannan, Joint National Creative Directors, Publicis India: “Enamor has been at the forefront of innovation in the category for a long time. So, for the Innovations range campaign, we wanted the brand to claim what it rightfully owns. It showcases stylish, strong women flexing their bodies and possibilities in moments of complete unabashed freedom that the cutting-edge technology in the bras support them with. We chose artforms like ballet and aerial yoga to power punch the ‘proof of concepts’ beautifully. The music and movements are all a celebration of the Enamor woman’s free spirit as she moves into a fabulous future.”

    Added Sandra Daniels, Senior Vice President of Marketing, Enamor: “Lingerie is an extremely personal and fundamental part of a woman’s life. Not only is it a product she uses every single day, but also an essential experience for her as a woman. She wants to ensure that she is picking a piece that is perfect in every way- be it the perfect fit, the perfect fabric or the perfect style. With the Innovations campaign, we have aimed to address these concerns and all with the objective of allowing women to have the best lingerie experience, so they can be completely free and comfortable to explore and experience their most fabulous self.”

  • Wavemaker presents Earned Equity Report on IPL 2024

    Wavemaker MESH – the Real Time Data Intelligence solution released the 9th edition of Earned Equity report around the Indian Premier League (IPL). The report analyses how the audience perception of IPL has evolved over the years. It focuses on the digital audience and uses data points like consumption data around digital content and also social and search insights.

    Commenting on the report, Ajay Gupte, CEO – South Asia, Wavemaker said: “We are excited to present the 9th edition of Earned Equity Report on IPL. This report is poised to be an invaluable resource for cricket enthusiasts and brands alike, particularly in shaping their marketing strategies. We are confident that it will provide valuable insights to brands, paving the way for future sponsorships and partnerships.”

    Talking about the report Vishal Jacob, Chief Transformation Officer, Wavemaker India added: “The Earned Equity Report offers a comprehensive analysis of the social buzz surrounding IPL 2024, providing brands with actionable insights to navigate the competitive sports media landscape.”

  • Flipkart launches campaign

    Flipkart, e-commerce marketplace, has launched a campaign of four films featuring Shehnaaz Gill, Boman Irani, Ratna Pathak, Rupali Ganguly, Raghu Ram and Rajiv Lakshman.

    Speaking about the new campaign, Pratik Shetty, Senior Director – Marketing and Media, Flipkart, said: “Our latest campaign reaffirms Flipkart’s commitment to customer delight by offering great value on original brands, exceptional savings on monthly grocery, same-day delivery through our ‘Dawn to Dusk store’ and our promise of being the single point of contact for a speedy resolution for all consumer concerns. This promise is reinforced with beloved characters like Virus, Maya, and Monisha, alongside celebrities such as Shehnaaz Gill, Raghu, and Rajiv, who join us as Flipkart officers for each of these promises.”

    Added Sachin Kamble, Chief Creative Officer, Leo Burnett India: “We thoroughly enjoyed bringing together some of the most iconic audience-favorite characters and the creative process of bringing their signature dialogues into play with real characters resulting in a series of humorous yet very reliable brand promises for Flipkart. We have woven a series of 4 films with quirky characters and each film reiterates an important attribute about Flipkart while keeping it fun and humorous.’’

  • Random Musings or Connecting Dots?

    Random Musings or Connecting Dots?

    Image Caption: We scanned the internet for a photograph to go with this article, and found this one by Suhail Bhat possibly the most fitting. It has been taken from https://asia.nikkei.com/

     

    With apologies to none at all

    By Vikas Mehta

     

    Vikas MehtaThe last 10 days or so have been quite hectic for me, but not all in a bad way. First, of course, was the heat that has overwhelmed much of North India for the last 2-3 weeks. Even Dehradun had eight consecutive days of temperatures above 40 degrees. All outdoor activities or excursions were shelved unless they had to be done before 7 am or after 8 pm. Shopping, therefore, went totally online for all types of groceries. I think quick commerce saw a surge, at least from our household.

    Zomato put out a tweet requesting people to avoid ordering during peak afternoon hours. Oh, how I wish they had actually stopped deliveries between 12noon and 4pm. Anyways, the least one can do now is ask if any delivery person wants water. Most are thrilled and accept it, which makes me sad because it means that most residents do not voluntarily ask or offer it.

    This begs another question: Why is there no law stopping outdoor work if temperatures hit a particular high, without affecting the pay or earning capacity of the workers? A country like the UAE mandates stopping all outdoor work between 12:30 and 3pm during the summer months. Even ILO conventions prescribe that if temperatures go beyond 45 degrees, all outdoor work must be stopped. Then why aren’t the government or social service organizations looking at legalising such conventions? Just a few days ago, I was at the Delhi International Airport for about 45 minutes in the well-covered and shaded arrival area, where the temperature was around 43 degrees but felt like 45, and outside, in the open, labourers were toiling away.

    Last week, Dehradun saw the opening of its largest mall. I gratefully accepted the invite to attend, not just to beat the heat but also to witness first-hand a launch in a small town. Incidentally, mall-gazing footfalls shoot up in the summer months due to school vacations and to beat the heat. I call this mall-gazing as a huge number of people hardly buy anything but will spend 2-3 hours inside the mall.

    The mandatory selfie points were available, and one of these featured a replica of the Eiffel Tower. And if you go global, local can’t be far behind. There was a wall of Uttarakhand depicting its culture. Would you want to hazard a guess where the crowd was?

    Reel or YouTubers were visibly present. Some dressed awkwardly to catch the eye (a jacket and a lungi, for example), some shooting from weird angles, and some shouting away, in that crowd and noise, into their phones. Most were streaming live. But the strange thing was that hardly any of these were officially invited as part of the media.

    That honour still went to traditional vernacular press and TV channels. Good food, gifts, etc were laid out for them, as usual. I think none came alone, so freeloaders were plenty. And the next day they dutifully covered the inauguration in a 10 by 1 column or 5 by 2 columns with a photograph. But I am sure that better coverage was generated by the YouTubers, Instagrammers, and reel-makers. So why aren’t they considered part of the media yet?

    What impressed me was the range of products and brands available, from local to international, from footwear to electronics, from Apple reseller to Croma, from chic perfumes to Oud, from Market 99 to DIY. While Westside had a huge presence across two floors, Allen Solly and Van Heusen, with separate outlets for men and women, were keeping the international flag flying. There was Burger King, and then there was a local burger outlet which was flashing its price of Rs 49 for a burger, boldly. No prizes for guessing again where the crowd was.

    Clearly, Bharat and India were walking shoulder to shoulder.

    A few days later, I hit the road, and though it was unbearably hot, roadside dhabas were a good place to catch up with local gossip. With the election results announced just the previous day, I took the liberty to befriend my cab driver. He stopped at dhabas where the owners offered them free food in exchange for bringing in the clientele, and I chose to sit amongst these cabbies.

    What immediately struck me was the age of almost all cab drivers. All those I met were below 30. Earlier, until a few years ago, most drivers were in their mid-thirties. The age dividend had caught up here also.

    And they lead a punishing life. The major tourist season is the summers and monsoons. With Chardham Yatra, the road is the only option to travel as helicopter rides are way too expensive. And almost a month out of this is taken out of the equation during the Kanwariya season in monsoons when most highways are restricted to allow foot movement for Kanwariyas.

    The cabbies work back to back. Often, they get only 2-3 hours of sleep a day, and they drive at a stretch for 4-5 hours. On top of that, my cabbie told me that he couldn’t sleep properly because of the excessive heat. The result is scary. You have to keep the cabbies engaged in conversation, or else fatigue takes over. To keep themselves awake, they consume gutka and Sting. Many times, they are on the phone as that’s the only way to keep in touch with families.

    I am dejected that there are hardly any regulations for drivers. Why not a mandatory 15-minute break after three hours of driving? Why not an eight-hour break after every trip? Why don’t cabs have speed governors? Why are electronic tamper-proof driver logs not maintained, which can register the driving hours? I know there are economic compulsions, but it’s also about human life. It’s also about setting wrong precedents for too long, which will be very difficult to change in the long run.

    The gist of my conversation with the drivers was the dismal performance of the incumbent government in UP. These guys were not surprised. So, definitely, the lack of employment opportunities was a reason. But specifically, they mentioned Agniveer and the cancellation of government exams.

    Agniveer. I totally underestimated its relevance in the polls. There is palpable anger against it on the ground. The temperatures were in the mid-40s. Hot winds were blowing, and the heat quotient rose by about 5 degrees when Agniveer was mentioned. One guy likened it to ‘bal vivah’. Shaadi toh ho gayi par fayda kuch na raha. chaar saal baad divorce. What I didn’t know is that the Rs 11 lakh odd lumpsum that Agniveers get after four years comprises 30% of the basic salary every month taken from the Agniveer and equally matched by the government. “Hamara paisa baad mein hume dekar koi ehsaan nahin kar rahe.”

    In today’s environment, where jobs are hard to come by, many families considered becoming a jawan a good career option. That too had been compromised. The anger had spread to the whole family, not just these youngsters.

    Government jobs are still the El Dorado. So, when the government announced a drive to recruit 60-odd thousand people in the police and a few thousand more in other departments, hopes rose. Lakhs appeared for the exams. But then the exams were cancelled due to paper leaks. Again, the palpable anger against mismanagement was not hard to miss.

    The bigger story for me was that finally, reality had triumphed over religion.

    Interestingly, all the drivers I met had already been to Ayodhya. Some as part of their occupation and some on sponsored trips by political parties. But clearly, all that was forgotten.

    The trip left me battered and bruised by the harsh climatic conditions. And my new friends, many of whom gave me their numbers just in case I need them for a trip, face this weather, these conditions, the unregulated driving conditions, and an uninsured future day in and day out.

    So, while I write this in my cooled home and you read this in an AC environment, just think how little things which we take for granted could be a matter of survival for so many of our countrymen. And could decide the electoral future of our leaders. Just like small missteps or poor understanding of consumers can kill good products and destroy brands.

    Were all these events random musings? Or were they connected randomly? You decide.