MxMIndia

Category: Ad Agencies

  • It’s a tech platform to reconnect migrant workers with urban jobs, supported by top corporates

    Lowe Lintas launches Kaam Wapasi

    By A Correspondent

     

    Lowe Lintas has announced the launch of Kaam Wapasi, a tech platform built to help migrant workers get back to work and at the same time assist employers with access to a pool of readily available workers. Companies like Zee Network, Bharti Airtel, Axis Bank, Radiocity and Razorpod have put their weight behind the initiative, that complements the government’s initiative to fuel the Indian economy.

     

    Prateek Bhardwaj

    Commenting on the idea, Prateek Bhardwaj, CCO at Lowe Lintas, said: “After all that they’ve been through, migrant workers aren’t ready to return to cities without a sense of clarity and control. They need active projects to return to. Unfinished projects, on the other hand, need workers to restart. Kaam Wapasi is a creative tech intervention to help resolve this stalemate. By connecting migrant blue-collar workers with projects in various cities, we hope to accelerate the unlocking of the Indian economy”.

     

    Virat Tandon

    Talking about bringing the idea to life, Virat Tandon, Group CEO at MullenLowe Lintas Group, added: “Creating the technology is just one part of the puzzle for us. We also intend to activate it at scale, and it’s heartening to see so many big brands collaborating with us to deliver that scale. Kaam Wapasi will be accessible to workers across the spectrum and as it grows, we hope that more companies join us in this endeavour”.

     

     

  • Ogilvy Gurugram has vroomed away with the account

    Ogilvy will steer Cars24 creative

    By A Correspondent

     

    Ogilvy has bagged the creative duties for car sales mart Cars24.

     

    Nida Naushad

    Said Nida Naushad, Brand Head, Cars24: “We are delighted to welcome Ogilvy, as our new creative partners. CARS24 is on a mission to completely change the way India sell cars by making the process extremely easy and hassle-free.  Now, with Ogilvy’s strong creative and strategic capabilities, we aim to move forward in a journey to make Cars24 India’s most preferred auto brand.”

     

    Added Shouvik Roy President & Head of Office, Ogilvy Gurugram: “We are very excited to partner a young dynamic brand like CARS24 that operates in a very challenging category.

    Shouvik Roy

    Our ambition is to partner CARS24 and make it the brand of choice for all pre-owned car buyers in India. Our interactions with the CARS24 team has been very engaging and stimulating. And we are confident of some shining work coming out of this partnership.”

     

     

  • The move will strengthen the agency’s creative team

    Scarecrow M&C Saatchi appoints Vijay Assudani as CD

    By A Correspondent

     

    Scarecrow M&C Saatchi has appoints Vijay Assudani as Creative Director. Prior to this, he worked with Lowe Lintas and before that, he was in Leo Burnett Orchard.

     

    Speaking on the appointment, Raghu Bhat, Founder Director, Scarecrow M&C Saatchi said: “What he brings to the table is a combination of great command over creative writing, and some very sharp insightful thinking. His film for ICICI Prudential Life Insurance featuring a disease-afflicted football coach is beautifully crafted and I look forward to more great work from him.”.

     

    Added Manish Bhatt, Founder Director, Scarecrow M&C Saatchi, said, “Scarecrow has been a breeding ground for some hungry talent looking to make their mark in advertising, Vijay is a part of that group. We have had a mutually rewarding relationship before and this time also we are betting on doing some great creative work together”.

     

     

  • The credo: Don't buy a dog. Adopt an Indie

    Another Idea for stray dog welfare

    By A Correspondent

     

    The Welfare of Stray Dogs (WSD) has produced a film by production house Another Idea with the credo: Don’t buy a dog. Adopt an Indie

     

    Said Abodh Aras of WSD: “The Indie dog is a hardy, loving, good looking, low-maintenance animal that is unfortunately neglected and seen as a “stray”. I am glad “Another Idea” came forward to make a film that highlights the pressing need to adopt these wonderful animals.”

     

    Added Gaurav Gandhi, CEO of Another Idea: “When we heard of this need, the team headed by Director of this film Hiten Bhatia and Producer Shuja Rahman were very excited. We are glad that we are playing a part in helping a good cause.”

     

    The film will be actively promoted by influencers and animal lovers on social media starting today, August 11. A digital campaign where pet owners would be encouraged to post pictures of themselves and their Indie dogs would also be launched with the hashtag #Proud to be Indiean on August 14.

  • Offers an instant access to doctors and health check-ups at home…

    Mcgarrybowen India’s ‘mfine Healthy Rakhi’ adds to sibling bond

    By A Correspondent

     

    Mcgarrybowen India, the creative agency from Dentsu Aegis Network (DAN), has launched ‘mfine Healthy Rakhis’. For the record, mfine is an online doctor consultation app.

     

    Said Arjun Choudhary, Chief Business Officer and Founding Member, mfine: “It is imperative for a brand to live up to its brand purpose and play a larger, and a more meaningful role in the consumer’s life. Rakshabandhan stands for the promise to protect, and that is the very core of our brand too. So, we decided to own the occasion by adding a healthy and digital twist to it.”

     

    Added Aalap Desai, National Creative Director, Mcgarrybowen India: “Consumers have become intelligent and love brands that give them a say in the brand narrative, an opportunity for engagement. And with this campaign, we wanted to take Rakhi beyond symbolism and make it actionable.”

     

     

  • Supporting the communication efforts of this initiative is Dentsu Webchutney, the Dentsu Aegis Network agency which has come on board as Creative Partner

    Ad Club & MICA announce data science programme

     

     

    The Advertising Club and MICA has announced a Leadership Development Programme on ‘Data Science in Strategic Marketing & Management’ is aimed at driving learning and effectiveness in the category. Supporting the communication efforts of this initiative is Dentsu Webchutney, the Dentsu Aegis Network agency which has come on board as Creative Partner.

     

    Speaking about the partnership, Partho Dasgupta, President, The Advertising Club: “The current global landscape has been challenging and every business strategy had to be adapted to the new digital order. In such a scenario it is critical that the young minds in the category upskill and are aligned to meet the changing demands of the advertising and marketing landscape – data analytics being one such important and defining marketing metric. The program curated in association by MICA and delivered by category thought leaders will play a key role in allowing young minds from the industry to develop an appreciation of the applications of big data analytics in marketing. It will aid in learning tools required to solve marketing problems through data science.”

     

    Speaking about the  initiative, Dr Preeti Shroff, Dean – MICA, said: “The programme curated together with The Advertising Club is critical in elevating knowledge level and expanding learning experiences of our young and creative advertisers and marketeers. The course will induct these young minds into the world of data mining analytics – now imperative to understand consumer trends, track impact and showcase effectiveness of every marketing effort. Data is the most important global currency at a time when ROI is being constantly measured in a rapidly changing world. This programme will empower young professionals with knowledge required to ensure effectiveness for their campaign and deliver return on every rupee and all other resources invested in marketing”.

     

    Application information to be available soon at www.theadclub.com.

     

     

  • He will report to Dheeraj Sinha, Managing Director & Chief Strategy Officer, Leo Burnett, South Asia

    Leo Burnett India brings Sujay Rachh as ED

    By A Correspondent

     

    Leo Burnett India has announced the appointment of Sujay Rachh as Executive Director. Rachh will head multiple business groups in the Mumbai office. He will report to Dheeraj Sinha, Managing Director & Chief Strategy Officer, Leo Burnett, South Asia.

     

    Speaking on the appointment Dheeraj Sinha, Managing Director & Chief Strategy Officer, Leo Burnett, South Asia said: “We are very excited to welcome Sujay onboard albeit ‘virtually’. In the current scenario the need to build a strong leadership team is even more crucial and essential. With his depth of experience, especially his last stint where Sujay worked with start-ups, he will add valuable perspective and energy to the momentum we have at Leo Burnett India. Sujay’s appointment enhances our leadership team and will help us continue to grow our capacity to partner our clients.”

     

    Adding further, Rajdeepak Das, Managing Director & Chief Creative Officer, Leo Burnett, South Asia added: “Sujay has a very diverse and interesting professional background and his experience will definitely add a new perspective for both our teams and our clients. I look forward to working together and welcome him to the Leo Burnett family.”

     

    Sad Rachh: “Leo Burnett’s commitment and reputation on delivering new age thinking and creativity sets it apart and I am very excited to be a part of this dynamic team. I am looking forward to working closely with Dheeraj and Raj in driving this energy alongside our partners who have entrusted us with their businesses, strengthening the core capabilities, adding more perspective, contributing to Leo Burnett’s growth and in turn learning new things myself. Essentially ensuring it is all onwards and upwards for the stakeholders.”

     

    Rachh has spent several years at Lowe Lintas and his last assignment was with the Times Group heading the brand strategy team.

     

     

  • Indrani Sen scans the mid-year review of the Pitch Madison Advertising Report 2020

    Dramatic changes in Indian Ad Industry

     

     

    Editor’s Note: The Pitch Madison Advertising Report 2020 is a significant industry milestone held every year. Although MxMIndia belongs to the same space as the Exchange4media group-owned Pitch magazine, we believe the report is an industry property and are glad that the two entities – Pitch and Madison – are doing this for many years. Our report very clearly acknowledges the association of both Pitch and Madison, and have hence not called it the Madison Advertising Report, but the Pitch Madison Advertising Report 2020, as it should be.

     

    By Indrani Sen

     

    The Pitch Madison Advertising Report 2020 presented its mid-year review yesterday and revealed the extent of damage done by the pandemic to Indian ad industry.

     

    A comparison with 2019 shows that the overall AdEx lost INR 14,000 crore and declined by 39% in H1, the first half of 2020 due to the effects of Covid-19. A break up of the first half by two quarters showed that Q1 had an 8% decline in the overall AdEx in the pre-Lockdown period due to the slowing down of Indian economy. In Q2, during the complete lockdown in April and May, the overall AdEx dropped into almost a bottomless pit. The fall was partially arrested with the unlocking starting in phases from June 1, but overall AdEx still declined by 65% in Q2.

     

    Citing the trends of recovery of TV and Digital advertising in June and July, PMAR has predicted 60% -72% recovery of overall AdEx in H2, the second half of 2020 boosted by the festive season, revival of IPL, big ticket TV shows like KBC and Big Boss. The estimated recovery of AdEx in H2, is expected to arrest de-growth of overall AdEx in 2020 and contain it within a range of -14% to -18% as shown in the chart below.

     

    Source: Pitch Madison Advertising Report 2020 Midterm Review

     

    While TV and Digital are set on getting back to normalcy, Print is lagging far behind and Radio, Cinema and OOH are yet to show signs of regaining normalcy. The report has refrained from calculating a specific growth number in the forecast for 2020, instead has indicated a range for the AdEx value of each sector as well as the overall Ad Industry as reflected in the above chart. PMAR needs to be congratulated on their commendable efforts of mapping the effects of COVID 19 on Indian Ad Industry in the current situation.

     

    As per the usual format of reporting, PMAR has presented a detailed picture of TV, Digital, Print, Radio, OOH and Cinema and an analysis of advertisers active during the first two quarters of 2020 across different media. Among traditional media TV suffered the least damage with TV AdEx dropping by -43% in H1 ‘20 and retained 38% share of the advertising pie. Print AdEx dropped by 51% in H1’20 and it had to concede the number two position to Digital in terms of share in the advertising pie which dropped to 25%.  Adex dropped respectively by 52% in Radio, 55% in OOH and 52% in cinema in H1 ’20.  Digital had only a minor contraction of just 7% in H1 ’20 and its share in the advertising pie went up to 30%.

     

    As far advertisers are concerned, more than half disappeared from Print and Radio during the first half of 2020. TV also lost a quarter of its regular advertisers. 13 new advertisers entered the list of Top 50 advertisers which accounted for 31% of the overall AdEx. HLL topped the list with INR 1300 to 1500 crores advertising in H1 ’20. A wide gap was noticed among HLL and Procter & Gamble who ranked second with an ad spend of INR 250 to 350 crores.

     

    The Indian ad industry has never experienced such a decline. If we look at the last two decades, we find the industry growing in leaps and bounds during the first 8 years of this century with year on year double digit growth. In earlier PMAR reports we saw the growth rate of overall AdEx dropping to -8.9% in 2009 from 18.9% in 2008 as the international financial crisis triggered off by the sub-prime mortgage problem in the US led to recession in many countries and cast a shadow also on our economy. However, the overall industry recovered quickly with a whopping 27.9% growth in 2010. During the current decade there has been ups and downs in the performance of the overall AdEx but we never saw actual de-growth of our Ad Industry. According to PMAR 2020 Midyear Review, COVID 19 may set the industry back by 2 to 3 years. It is unlikely that the industry will recover as quickly as it did in 2010. A lot depends on how the government can control further spread of the pandemic and how soon vaccine for coronavirus can be available for Indian masses.

     

  • The mandate includes all consumer-facing and partner communication across India for Essilor India

    Network bags mandate for Essilor India

    By A Correspondent

     

    Network Advertising has won the above-the-line creative mandate for Essilor India following a multi-agency pitch. The account will be serviced out of Network’s Mumbai office. The mandate includes all consumer-facing and partner communication across India for Essilor India.

     

    Vinod Nair

    Commenting on the win, Vinod Nair, Managing Director, Network Advertising, said: “Essilor India is a strategic addition to our growing clientele and this is a responsibility we feel proud to own. It was basis our ability to understand their business challenges and our sound strategic thinking that has helped us win this mandate. The win is sweeter because a global organisation, with global alignments has chosen us, a 100% Indian agency, for their India business.”

     

    Added Neha Sharma, Head – Marketing, Essilor South Asia: “We have decided to associate with Network’s seasoned team due to their long standing exposure to the changing advertising landscape, their creative consumer mind-set, and a good strategic approach. This will help Essilor strengthen its brand presence further. We are delighted to have Network on board with us and look forward to an enriching association.”

     

     

  • Simpliv is a global learning marketplace

    Mirum to provide marketing cloud services to Simpliv

    By A Correspondent

     

    Mirum India, a leading digital marketing solution agency, will implement Salesforce Marketing Cloud services for Simpliv, a global learning marketplace.

     

    On winning the account, Mihir Karkare, EVP, Mirum India, said: “Mirum is a Salesforce Gold Consulting Partner and has great experience in implementing marketing automation solutions in the EdTech space. We are excited to work with Simpliv and eager to collaborate with them on this project.

     

     

  • The campaign says: ‘Aankh Kholke Nahi, Naak Khol Ke Dekho’

    Grey group’s campaign for P&G Ambi Pur

    By A Correspondent

     

    Grey’s latest film for Ambi Pur tackles the common problem of ‘hard to get rid of’ damp smells, which may linger even in the cleanest household during the monsoons.

     

    Talking about the campaign, Vivek Bhambhani, Group Creative Director, Grey Group said: ”People get used to malodours in their home and little do they know that when guests come over, they truly suffer. And in our country, there’s a famous saying for people who don’t pay attention to what’s right in front of them: Aankh khol ke dekho .Taking this colloquial phrase forward, we created the idea: Aankh kholke nahi, naak khole dekho. (Which means, don’t just open your eyes, open your nose to see.)So in the execution, we exaggerated the malodour for the consumer, so that they finally realise the malodour that’s right below their nose.”

     

    Added Sana Zaman, Brand Director, Procter & Gamble: “For our consumer having a good smelling home that welcomes guests and family is as important as a home that appears clean. And with this new campaign, we are trying to take a fun but very relevant approach towards ‘invisible smells’ in Indian homes – be it that dreaded monsoon odour from indoor drying of clothes or the lingering smell of food in your car. When you clean your home you don’t just make it appear clean but also clear away all dust and dirt. Similarly, Ambi Pur’s brand objective is to not just mask the odour but to eliminate it completely, leaving behind a delightful fresh fragrance.”

     

     

  • The mandate was awarded the account in a multi-agency pitch

    Madison Digital to manage social for ETS’s TOEFL iBT Test

    By A Correspondent

     

    Madison Digital, a unit of Madison Media, has announced that it has won the digital contract with ETS for the TOEFL iBT brand, including the TOEFL iBT at home edition. Madison Digital was awarded the account in a multi-agency.

     

    Said Srikant Gopal, Executive Director of ETS’s TOEFL program: “We look forward to working with Madison Digital to provide test takers in India with important information about the many convenient ways to take TOEFL iBT tests. Madison Digital will help us to expand opportunities for test takers to ensure that they can continue their educational and professional journeys during these challenging times and beyond.”

     

    Says Vishal Chinchankar, Chief Digital Officer, Madison Digital: “TOEFL iBT provides a distinct advantage for test takers to stand out in confidence to admission officers. We’re glad to work with ETS and the TOEFL iBT brand to help test takers unlock their full potential.”