Korra, the digital content and media agency in India, has been appointed as creative and content partner by personal care brand Mamaearth. Korra won the mandate in a multi-agency pitch competing against well-known global network agencies.
Said Varun Alagh, Co-Founder & CEO, Mamaearth: “Korra demonstrated innovative thinking and a deep understanding of our brand philosophy. Being a digital-first brand for millennials, we were looking for a bright, young and talented set of individuals who reflect our philosophy. We are excited about our partnership with Korra and look forward to building the brand with them through meaningful and insightful communication”.
Added Gaurav Nabh, Founder & CEO- Korra India: “It’s not every day that you find partners that share the same core philosophies. We are excited to partner with Mamaearth– one of the fastest-growing D2C personal care brands in India. With the challenger DNA fueling both brands, we look forward to delivering more path-breaking work in the times to come. We are working towards further strengthening the brand’s foothold in this hyperactive category through an innovative approach aimed at creative storytelling and targeted, digital-first campaigns that raise aspiration for the brand.”
As the ABP Network commissioned the Madrid, Spain-based Saffron Brand Consultants to undertake the complete rebranding, including the new logo, on the eve of the unveiling, MxMIndia co-founder and editor-in-chief Pradyuman Maheshwari caught up with Matt Atchison, Creative Director at Saffron.
Atchison spoke about the journey of the rebranding, his views on the visual identity of other news television entities in the country and more. Atchison has been a key designer at Saffron since 2008, as a Creative Director there he has put his name to the rebranding for clients such as A1 Telekom Austria, Bankinter, BBVA, Cepsa, C&A, El Corte Inglés, Kyivstar, Megafon, Madrid Open, Raiffeisen, Swiss Re, YouTube and Volotea, among others. He has been on the jury at Cannes Lions Awards and the Kinsale Sharks Awards and a guest keynote speaker at the CXI Konferenz in Germany, A visiting lecturer at the IE School of Architecture and Design in Spain.
Independent advertising agency celebrated its 16th anniversary last week, and invited film-maker Siddharth Roy Kapur as chief guest.
Eggfirst has clients such as Fino Payments Bank, HDFC Ergo, Bayer, and Roxx among others.
On the occasion, Ravi Banka, MD – Eggfirst said: “It’s a huge occasion for us. When I started in 2004, I did not imagine this is the scale and size we would reach. I kept taking one step at a time with a clear intention of doing good honest work. There three things that define us: Dependable, Dependable, Dependable. This is how we coined our new tagline – As good as our word. I am thrilled that the results have paid off. A huge thank you to all our clients, partners and of course, my amazing team, who have been equal contributors in this journey.”
Added Kapur: “My hearty congratulations to Ravi and the entire team. It’s not easy to have such longevity in advertising, but Ravi has shown that with commitment to your work, and genuine relationships built over years, you can scale great heights. He has a fantastic, energetic team. My best wishes to Eggfirst.”
Wondrlab has appointed Sandesh Shetty as Lead Integration Director – West, Experience Platform. He will report to Vandana Verma, Co-Founder and Managing Partner – Experience Platform at Wondrlab. In his new mandate, Shetty will infuse new-age thinking with conventional mediums of experiential marketing, helping clients in India’s western regions win in these spaces.
Vandana Verma
Said Verma: “Our recent acquisition of What’s Your Problem and our new operations in NCR are testimony to our growth and momentum. Bringing in experienced talent like Sandesh to support this unprecedented pace is the natural next step. His ability to understand offline experiential touchpoints and leveraging technology helps nudge products off the shelf for clients. Sandesh has the unique ability to merge the best of traditional cross-category thinking with contemporary platform-first experiential solutions. With his appointment, clients can leverage his stellar experience and expect a deep commitment toward solving their business problems.”
Shetty’s last stint was as Senior Vice President – Experiential at Arc Worldwide, and before that atsenior roles in agencies such as DDB Mudra, Ogilvy, and Kidstuff Promos.
R K Swamy Hansa has announced the elevation of S Swaminathan, Co-founder and CEO of Hansa Customer Equity (Hansa Cequity), as Executive Director – Group Strategy, from January 1, 2021, to build a ‘Total Digital’ blueprint and drive integration of its offerings for the benefit of Clients.
Commenting on the appointment, Srinivasan K Swamy, Chairman of R K Swamy Hansa Group said: “We recognised very early the rising adoption of technology and analytics in marketing and were first off the block 13 years ago on this journey. R K Swamy Hansa aims to be at the forefront of the integration of marketing communications, technology, digital and analytics. We recently opened our office in Singapore and have a presence in the US. We plan to take our offering across geographies as the blueprint gets ready.”
Said Shekar Swamy, Group CEO: “Hansa Cequity has a strong client portfolio, professional talent, and an experienced management team led by Neeraj Pratap Sangani as COO at the helm. The company is well-recognised by clients in Martech & Analytics in India. We have built strong capability across multiple disciplines in the Group. We have a compelling offering to add value to clients and their brands globally, in an increasingly technology, data-rich & digital first world. Swami is the ideal leader for this. He will continue to be on the board of Hansa Cequity and provide strategic direction to Hansa Cequity.”
Highlighting the thought behind the campaign, Rohit Kapoor – Director Marketing – Perfetti Van Melle India (PVMI) said: “Chupa Chups has always stood for keeping the inner kid and childlike fun alive in our protagonists. Tapping into insights relevant to today’s teens, Chupa Chups #FunKaBooster campaign urges teens to let-go of the pressure of adulting by instilling some irreverent fun into their lives. We believe that this campaign will increase the brand relevance of Chupa Chups and help take the brand to greater heights.”
Commenting on the campaign, Ritu Sharda, Chief Creative Officer, Ogilvy-North, added: “The age of social media has put pressure on teens today. On top of their grades, extracurriculars, schoolwork… they also have to think about how popular they are, how many followers they have, how many stories they’re putting on their channels. Here is where we found space as a brand to tell these teens to just have fun and take the load off. The brand of fun we endorse is irreverent – not taking away from the great impact that teens today will have on the world of tomorrow, but asking them to fully enjoy whatever they are doing with a “Chupa Chups” twist.”
After a multi-agency pitch, Prestige Group has entrusted Lintas Live, the digital-first creative PR agency (eka GolinOpinion) with a mandate to drive its PR and communications.
Irfan Razack
Said Irfan Razack, CMD, Prestige Group: “We are happy to partner with Lintas Live, an agency that demonstrated a deep understanding of modern consumer needs and has similar values to ours. As we embark on our new vision of expansion in India, we believe collaborating with best-in-class agency like Lintas Live was the right decision taken at the right time. At Prestige Group, we are very passionate about our brand and our projects and a partner that shares our passion was an important contributor to this decision.”
Ameer Ismail
Added Ameer Ismail, President, Lintas Live: “We are delighted that Prestige Group has placed its confidence in Lintas Live. The real estate sector is evolving and this promises to be an exciting journey. In Prestige Group, we have found a partner that believes in our capability and our new offering. We aim to do some path-breaking work that will stand apart.”
Dr. Fixit, from the house of Pidilite, has unveiled its new TV campaign featuring actor Amitabh Bachchan. The TVC urges consumers to prefer technically correct solutions like Dr. Fixit Roofseal as a remedy for roof repairs and waterproofing, over temporary solutions like paint and patch repair
Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “Waterproofing is a category where often a consumer is not fully educated about correct products and solutions. Therefore, people often resort to quick-fix solutions and end up making the mistake of choosing a wrong waterproofing method. This campaign aims to make people aware about the correct way of waterproofing roofs with Dr. Fixit Roofseal, an elastomeric coating with nano fibres, that protects roofs from water and heat.”
Commenting on the campaign, Talha Bin Mohsin, Executive Creative director, Ogilvy & Mather added: “Dr Fixit offers a range of products for different types of expert waterproofing. This time, we wanted to convey that when it comes to roof one requires an expert product as well, that protects it from heat, rain and moisture for a long time. It is Dr Fixit’s Roofseal that offers expert waterproofing that no one else can match. The ad featuring our brand ambassador Mr Amitabh.
Havas Group India has announced key elevations in its senior management team for Havas Media and Havas Creative.
Uday Mohan, Managing Partner North & West, Havas Media will now be President, North & West. R Venkatasubramanian, National Head Buying, Havas Media will be President & National Head Investments. And Manas Lahiri, Managing Partner – North, Havas Creative has been elevated to President, North.
Mohan and Venkat will continue to report to Mohit Joshi, CEO, Havas Media Group India and Lahiri will report to Rana Barua, Group CEO, Havas Group India.
Said Rana Barua, Group CEO, Havas Group India: “I am excited to announce well deserved key elevations from our Havas Group Senior Leadership team, that will further accelerate growth and enhance the value proposition of our organisation and take the agency to greater heights. 2020 has been a challenging yet a very satisfactory year for the agency in terms of clients, revenue, awards, and fame. I look forward to Uday, Manas and Venkat to soar higher and take us to even greater achievements, and targets.”
Ads2OTT, under the aegis of 361 Degree Entertainment & Media Pvt. Ltd, has announced Rajneesh Chaturvedi (former Head of Brand & Media at Medlife & Head of Marketing Services at Kraft Heinz) as Co-Founder. Chaturvedi will be responsible for Revenue Monetization, Product Development, Research and Marketing.
Welcoming Chaturvedi on-board, Arun Tyagi, Founder, Ads2OTT said: “The demand for content streamed via OTT is increasing by the day in India. ads2OTT is committed to fulfil advertisers’ requirements for focused advertising. The exchange will specialise in helping brands, agencies and advertisers understand and navigate this revolutionary media landscape. As a successful Consumer Marketing Professional, Rajneesh knows what it takes to build scalable partnerships, connecting brands with consumers while generating ROI for advertisers across India. We are excited as we welcome Rajneesh on board to be a part of our dynamic team.”
Added Rajneesh Chaturvedi, Co-Founder, ads2OTT: “With the new normal and changing dynamics of advertising, the increasing video consumption at OTT platforms has presented a great opportunity for advertisers and brands alike. ads2OTT will be an exciting and challenging journey to showcase my experience in building, scaling and making business profitable across categories. I look forward to promising times, where we define the power of OTT media advertising ecosystem with ads2OTT enabling brands, agencies & media companies to engage with consumers.
Prior to joining Medlife, Chaturvedi was Head of Marketing Services at Kraft Heinz where he successfully launched the Kraft portfolio including Kraft Cheese in India. Also, he comes with a great experience while being associated with Top Global Communications Organizations- WPP Group and IPG Media brands at various leadership positions.
Whirlpool recently appointed Lowe Lintas as its marketing and communications partner.
Speaking about the agency’s appointment, KG Singh, Vice President – Marketing, Whirlpool of India said: “We are extremely delighted to have Lowe Lintas India on board as we expand and grow our India business to the next level. The digital first approach, powerful insights and compelling brand strategy presented by Lowe Lintas will help reinforce our connect with existing consumers and bring newer consumers into the care and comfort of Whirlpool. We look forward to a long and exciting journey ahead.”
On the win, Naveen Gaur, Deputy CEO, Lowe Lintas added: “The core of the brief from Whirlpool was very clear – to help them become the category leader in coming years with a strong focus on digital. The foundation for our strategic thinking and approach included the agency’s digital tool called Intent Optimiser coupled with our capability to stitch up a hyper-bundled solution for the brand. Our expertise of being able to bring a new age, contemporary and truly integrated solution was what won the hearts of the Whirlpool leadership.”
The Nation was celebrating its 72nd Republic day. Dressed in a kesariakurta, I had returned from a drive to Bandra Band Stand. The taste of Jalebi-Dhokla-Vada Pav from Punjab Sweets at Pali Hill was still fresh. It was slowly getting subdued with the fresh cup of Society Masala chai. A heavy dose of customary patriotic songs over the radio stations during the drive had charged me. On return to my society, I had even stopped and shot the typical picture, saluting the National Flag. And I had just watched the Republic Day communication developed by Manish Bhatt and the team at Scarecrow M&C Saatchi for the client Ambuja Cement.
For a change, the TV set tuned to NDTV I was watching the live parade telecast. In such a pleasant situation, dulled with everything will be right. The NCC cadets marching on Rajpath, the helicopters flying over the parade.
I was jolted to reality.
In between the parade coverage, the channel kept the viewers updated with visuals from the three alternate parades happening in the capital—the tractor rally of so-called protesting farmers.
What one saw was disappointing. One felt ashamed for the fellow countrymen taking this solemn moment to act in the way they did. They have been playing cat and mouse game with the government for long. January 26 was just a culmination of ill intension most likely supported by outsiders. This time it was not as bad as the riots of 2020.
One wished we were not a democracy. That the protesters had some fear of the law-and-order machinery. That the machinery was allowed a free hand to do what they are meant to do- maintain law and order. Hoped that they were amply supported with right weapons and intelligence. And when one saw the visuals from Lal Qila, one wished they allowed to shoot at sight, instead of allowing the hooligans to keep the city terrorised.
The law-and-order machinery was never in the game. The Government was put into catch 22 situations. The Government was anyway getting called for not acting. And would be called if they did act. Charged with this confidence, the patriotic farmers were busy challenging the Government.
The WhatsApp groups were full of typical armchair analyses if the situation. I was one of the vociferous participants. Whatever may be the Rajneeti, the politics of protest. Whoever may be supporting such a protest and gundagardi. If they were Nihangs or Jats. If they were on tractors or on foot. If they agreed or were protesting against a law that the elected representatives have crafted. And one that a large part if the country finds no problem with. None had the right to act the way they did. I go a step ahead; none should dare to act the way they did.
There is an urgent need in this country to bring new laws and take hard actions. Bring the destructors and penalise them. And if that calls for an emergency type of situation, so be it. The Nation has a responsibility. The Government has responsibility and accountability. What about the citizens of the country? What should the country expect from them?
I don’t know how, but we cannot afford such destructive protests. The Nation cannot be held to ransom. The laws are enacted by the elected representatives, and any question must be raised in the parliament. In my view, they should not even be challenged in the supreme court. At the worst case just like the president, the court can ask the Government to reconsider – but not force to amend a law duly enacted by an elected government. The battle has to be fought inside the parliament. If the regulations are anti-people, the people have the opportunity in the next election to reject the appeal.
When one sees the Rajpath Parade, and the Protestors violent parade side by side on the TV screen one gets disoriented. When one views a highly emotive campaign by brands on such occasions, one tends to get disoriented. When one listens to those songs that charge you up, one is unsure which country they refer to.
I know advertising cannot reflect this violent mood of the Nation. It will still continue to play on the emotions that you hold so dear. The campaigns will remain idealistic and the brands purpose-led. I am sure no brand will comment on what happened on January 26, 2021. Not sure, if they should. The taste has soured. The Ambuja Cement commercial was no longer making sense. What made sense is the MTV and GoldMedal electricals ad.
https://youtu.be/yMd29gMcJXQ
What I am sure is that we, hopefully, feel the need to wake up and take a stance. Tell the government we are with them. The citizens do not need to be threatened and terrorized of such gundas. We have elected a Government to keep order. As citizens, we just want to go about our business in peace and have a good night sleep. The citizen wants no more such incidents.
That the citizens feel about the Nation. They are patriotic enough not to raise questions if the Government acts decisively. The citizens feel charged when they see the patriotic campaigns not because it is not real-life. But because it is the Nation, they want to live in. And for it to happen, the citizens look at their elected government and the whole opposition to be constructive and decisive in action. Otherwise, none will be spared, and that is not being said figuratively.
So, if you are still not up. Here is another to close the argument- this time from Adani. And I am happy to note that instead of mussy-mussy all for the Nation- Tera Hai Par Mera Hai feeling- some are raising the questions.
Independent advertising agency celebrated its 16th anniversary last week, and invited film-maker Siddharth Roy Kapur as chief guest.
The Nation was celebrating its 72nd Republic day. Dressed in a kesaria kurta, I had returned from a drive to Bandra Band Stand. The taste of Jalebi-Dhokla-Vada Pav from Punjab Sweets at Pali Hill was still fresh. It was slowly getting subdued with the fresh cup of Society Masala chai. A heavy dose of customary patriotic songs over the radio stations during the drive had charged me. On return to my society, I had even stopped and shot the typical picture, saluting the National Flag. And I had just watched the Republic Day communication developed by Manish Bhatt and the team at Scarecrow M&C Saatchi for the client Ambuja Cement.