MxMIndia

Category: ADVERTISING

  • The Saffron Brand Consultants CEO and co-founder was speaking at the IAA India Chapter's Global Marketing Summit. He spoke to MxMIndia on the sidelines of the Summit

    Playback: Where is the authenticity, asks Wally Olins

     

    This interview was conducted on the sidelines of the IAA Global Markeing Summit held on September 30, 2013.

     

    By Fatema Rajkotwala

     

    Wally Olins

    “Where is the authencity? What does your product stand for and why should I buy it?” These are some of the deep-ringing questions that Wally Olins, Chairman and Co-founder, Saffron Brand Consultants, UK raised at the Global Marketing Summit 2013 organised by the Indian Advertising Association India Chapter.

     

    The Global Marketing Summit, 2013 held at the Taj Lands End, Mumbai were treated to an insightful presentation from Mr Olins on “What a brand really is”.

     

    Mr Olins, a veteran in the field of brand-building and someone who have been closely associated with India over the years, defined what makes a brand a brand. Citing examples of clearly defined brands such as Harley Davidson and Loius Vuitton, he explained that a brand’s identity begins at the nature of human condition. “I do not believe the idea of branding floated from Harvard Business School on a bubble. It is about us. It is demonstrating what the company does visually. Emotional factors profoundly affect the way we think about brands. A brand is not a logo, a tagline or a slogan. It is what you stand for visually. It expresses feelings in a consumer. For example, Nike is equal to winning. If there is no empathy and warmth with the brand then you cannot choose. A brand idea is projected in everything you do through the product and services, communication, environment and behaviour.”

     

    Speaking about the illusion of brand valuation, Mr Olins spoke next on what is a brand is worth? He explained how while a brand’s valuation is governed by numbers; it is not absolute and final. It may rise or fall.

     

    Looking at the Indian journey towards globalization so far, Mr Olins took us back to how we view ourselves and our products as Indians. Be it with a revolt during our political movement with Swaraj, Mr Olins reminded us how our belief about western products being better demonstrates a constant lack of confidence by Indian brands. Even the way brands use multiple celebrities for endorsements, seems to dilute the very identity of a brand, he pointed out. “It seems that you are trying to be everything to everyone. What does the product stand for? Why should I buy it?”

     

    Within a globalised market, which has led to increased competition, he emphasized authenticity as the new zeitgiest. Mr Olins highlighted how more brands are relaising that we like authenticity. “In a culture of shouting the loudest, to compete globally, where you come from is more important than ever. That is why major brands, directly or inferentially, emphasise their origin. This presents a huge opportunity for India to create authentic Indian brands.”

     

    How can Indian brands use this global consumer attitude shift to their advantage? Mr Olins advised Indian brands to get their brand idea right. In certain spaces such as health, food, Bollywood pop culture, IT, frugal technology, textiles or scents, Mr Olins said that Indian brands have an inherent perceived advantage. “Be proud of your governance; exploit and develop it. Start building it; the world is waiting. It’s a slow burn but if you don’t other will.”

     

    Speaking on how Indian companies cannot expect to achieve the kind of growth that a Coca-Cola, a market player for over 100 years, has seen. Except for a few such as Apple, if you are an Indian company with an FMCG product or a product that is not software related, brand building is a long process over 10, 20, 40, 50 years. You have to invest money and be patient. You cannot try to enter markets by cutting prices all the time. You don’t pretend to be somebody else you’re not.

     

    Talking about advertising, Mr Olins said, “Advertising and promotion is one part of what a brand is. The key is to work out who you are and what you are trying to say and to whom and then work out how you are going to say it. The constant talk about advertising undermines these basic issues.”

     

    And some final words of wisdom from the Brand Guru: “Be who you truly are. Stand for something. Look at the big picture. Show your unique personality. Be consistent, coherent and speak with one voice. Use your leading Indian brands. Be self-confident.”

     

  • the new TVC rides on the ongoing election bandwagon subtly imbibing brand messaging in the script

    Fevicol plays Crazy Chairs in election season

    By a correspondent

     

    Fevicol has rolled out a new TV commercial that reflects the current prevailing election environment in the country. Continuing its strategy to develop communication based on situations, the new TVC rides on the ongoing election bandwagon subtly imbibing brand messaging in the script.

     

    In the new TVC developed by O&M, the communication is more than just functional, and has kept in line with brand proposition of strong bonding. Aptly titled ‘Crazy Chairs’ the TVC brings a unique and humorous take on the current election scenario with the help of carpenters and contractors. This TVC builds on earlier ads where the Fevicol brand used day to day situations in a funny way to communicate.

     

    Anil Jayaraj

    Anil Jayaraj, Chief Marketing Officer, Pidilite Industries said, “Most of our advertising bases the core brand proposition of “strong bonds” in an extremely creative and yet simple way. Our previous TVCs on Fevicol have aimed at exploring situations where this proposition can be communicated in a memorable and consistent way. In this TVC, we have experimented with the elections. We believe this new communication takes our brand ahead, and stands out.”

     

     

    Piyush Pandey

    Commenting on the concept, Piyush Pandey Executive Chairperson and Creative Director, Ogilvy & Mather- South Asia said, “Keeping in mind the tone and manner that Fevicol has had for the last 21 years, Fevicol Crazy Chairs TVC captures the atmosphere created by the general assembly elections in the country. It borrows the excitement and interest of a common man and thereby creating a sync with the audience.”

     

    The TV campaign will be an integrated campaign including outdoors and digital. In addition Pidilite is also executing a number of demand generation initiatives for Fevicol to support this campaign. The ad will be aired across key markets including entire Hindi speaking belt for a month period starting April 16, 2014.

     

  • Amita was last with Samsung where she led their Media Marketing function

    DDB MudraMax appoints Amita Karwal as EVP

    By a correspondent

     

    DDB MudraMax Media has roped in Amita Karwal as Executive Vice President to head its North & East Operations. Amita was last with Samsung where she led their Media Marketing function.

     

    Amita, with over two decades of diverse experience across media marketing functions and allied areas, has worked with blue chip organizations including Reckitt Benckiser where she not only led the Media Marketing division but also represented South West Asia at Global media forums. On the agency side, Amita has worked with Lintas, Zenith Optimedia (ZO) and Ogilvy on brands such as HP, Gillette, Wrigley’s (Joyco), Modi Xerox to name a few.

     

    Sathyamurthy Namakkal

    In an allied area, she’s also had a couple of  years of experience in Media Auditing with Spatial Access and the Global agency R3 where she set up the first-of-its-kind Auditing practice in Delhi, and also launched the first Agency Image study in India.

     

    Sathyamurthy Namakkal, President, DDB MudraMax – Media, said, “In an era when the media profession requires well rounded talent, Amita fits the role perfectly. Both our clients and our teams will immensely benefit from her induction into the DDB team.”

     

     

  • Montreux Festival is a precursor to Cannes and every year many Cannes aspirants test their work at Montreux

    Ajay Chandwani onboard the Montreux Ad Festival Jury

    By a correspondent

     

    The 26th edition of Golden award of Montreux Advertising Festival is scheduled this year in the picturesque Swiss resort town of Montreux on Lake Geneva in Switzerland.

     

    Montreux Festival is a precursor to Cannes and every year many Cannes aspirants test their work at Montreux. Last year the big winners were BBDO New York, BETC Paris and AMO BBDO, London.

     

    This years Montreux jury includes Jens Petter of BBDO New York, Tim Cheng of DDB China, Frank Bodin of Havas Switzerland, Luis Dias of Draft FCB Lisbon, Davide Boscacci of Leo Burnett Italy and Max Posch of Fashion TV. Ajay Chandwani, Director Percept Ltd and Brand Engagement Consultant is also a member of the jury.

     

    Last year BBDO New York’s humourous Snickers films “Coach” and “Horseless headman” stole the show along with DDB Argentina’s Volkswagon “Little hand” and Guiness “Clock” by AMVBBDO London.

     

    Last year Leo Burnett India had won 3 Golds at Montreux in Print and Direct Mail categories while Ramesh Deo Productions won a Gold in the Film category.

     

    Since the last few years, Indian agencies have been entering Montreux Festival in steadily increasing numbers as the pan-European Festival is concentrating on improving the Asia Pacific participation in the Festival.

     

  • The agency's mandate would be to enhance its brand value in the marketplace

    Thoughtblurb appointed AoR for Sheth Developers

    By a correspondent

     

    Mumbai-based Sheth Developers has appointed thoughtblurb, a fully integrated creative and strategic agency to enhance its brand value in the marketplace.

     

    Ashwin Sheth, Managing Director, Sheth Developers said, “We are pleased to announce our collaboration with thoughtblurb as our creative agency partner. Their futuristic and creative ideologies are in sync with our brand philosophy and positioning. With thoughtblurb on board, we believe that our customers will truly experience a creatively enhanced shopping environment with each visit.”

     

    thoughtblurb has been assigned the task to enhance the overall Viviana brand experience using progressive creative intelligence. Commenting on this development, Vinod Kunj, Managing Partner at thoughtblurb said, “When I first interacted with the management team, I was charmed with their optimistic curiosity to learn and understand how they can build value-creating customer experiences. The way I see it, this is not just a mall brand that we’re trying to help; but it’s an opportunity to showcase how a shopping destination can disrupt the marketplace paradigm and change the way customers experience shopping and entertainment under one big roof. In the coming weeks, we will work very closely with the Viviana team to ensure that it becomes a destination you can’t miss to visit.”

     

  • Leo Burnett announces departure of KV Sridhar, Chief Creative Officer

    Pops plans to reinvent himself after May 4

    K V Sridhar

    By A Correspondent

     

    Leading creative advertising network Leo Burnett India has announced the departure of KV Sridhar, Chief Creative Officer for India and the subcontinent. Pops, as Sridhar is better known to the fraternity, will be with the agency till May 4. He has been with Leo Burnett for 17 of over three decades in advertising. Pops plans to reinvent himself and pursue other interests. Meanwhile, Leo Burnett has informed that a new creative leadership will be announced shortly. This is the agency’s second senior change in the agency in the last year with Arvind Sharma making way for Saurabh Varma as agency head in October 2013.

     

    Starting out as a Bollywood billboard painter, he helped the agency gain recognition at international awards shows including the Cannes Lions, New York Festival, and local Indian awards. Under his creative leadership, Leo Burnett India went on to win agency of the year in the Leo Burnett global network, twice. He also led the agency to be ranked by Creativity magazine to be among the top 20 creative agencies in the world. Pops has also represented the agency on many Indian and international award juries.

     

    “Pops has always been a young man at heart and once again his nomadic spirit has led him to look at things afresh and follow his heart to pursue new adventures.The agency and I will continue to build on the creative trajectory he has set,” said Varma who is Chief Executive Officer, Leo Burnett Group India.

     

    Said Pops, “It has been a purposeful journey for me at Leo Burnett, growing with and having a chance to play a key role in shaping the agency’s creative prowess. I have had the opportunity to work with and get to be friends with some of the brightest creative minds in the world, worked on some of the most exciting campaigns with some of the most amazing clients. For now, I would like to take a break to reinvent, rediscover and rededicate myself. I wish Saurabh and Leo Burnett great success.”

     

  • In his new role, Jitendra will be reporting to ED, Krishna Jha

    Jitendra Sawant joins Magnon\TBWA as AVP – Key Accounts

    By a correspondent

     

    Digital agency Magnon\TBWA has announced the appointment of Jitendra Y. Sawant as Associate Vice President – Key Accounts, with a view to enhance its Mumbai leadership team.

     

    In his new role with Magnon\TBWA, Jitendra will be reporting to Krishna Jha, the Executive Director (Mumbai) of the agency. Jitendra’s key areas of responsibilities will involve nurturing the agency’s client relationships and implementing account growth strategies.

     

    Jitendra brings with him nearly 15 years of rich experience in marketing, business development and account management in the digital space. His proficiency includes competence in implementing strategies that are adept in establishing and managing client accounts in a competitive digital environment.

     

    Jitendra, Vineet Bajpai, CEO of TBWA\India Group said, “I take pride in announcing Jitendra’s appointment as we continue to invest in the best industry talent in-line with our business growth objectives. Thereby building India’s leading and most trusted one-stop-shop digital agency. With proven track record in client acquisition and servicing, I’m confident that Jitendra’s brilliant experience will take Magnon\TBWA to the next level of growth”.

     

    Prior to joining Magnon\TBWA, Jitendra has served as the Account Director, Client servicing (Digital services) of Indigo Systems (Leo Burnett).

     

  • Lacoste brings about a new era by reinstating its founding values into the core of its message

    For Lacoste, ‘Life is a beautiful sport’

    By a correspondent

     

    By unveiling a new theme ‘Life is a beautiful sport’, lifestyle brand Lacoste brings about a new era by reinstating its founding values into the core of its message.

     

    Whether on playing fields or in everyday life, Lacoste’s heritage is rooted in a quest for authenticity, performance and elegance. Each item of clothing is designed in order to allow men and women to feel emancipated in their mind and bodies, with clothes that enable confidence and ease by being adapted to an ever-changing life. It’s this vision of optimism and courage that is promoted by the new campaign: “Life is a Beautiful Sport”.

     

    The visuals and posters are Jacob Sutton’s creation; they poetically portray men and women elegantly proceeding “above” the city and life’s tribulations. These urban and minimalist visuals represent the “Lacoste spirit” stripped down to a simple metaphor, remaining sporty and relaxed when confronted with challenges. The visuals convey man’s courage when faced with the big leap. A feeling of dizziness as he runs headlong into the unknown. The contrast of daring a small action to face up to the emotional vastness, crossing one meter in order to gain a kilometre and winning the game of a lifetime.

     

  • A host of brands have joined in providing popular opinion on the support needed in deciding the right political party/candidate this election season

    Brands show the way – in or out – this election season

    By Shobhana Nair

     

    The ongoing election fever has certainly caught the attention of everyone concerned including individuals and companies alike. This year especially is one where a host of brands have joined the opinion bandwagon and have gone on to express their hopes or angst against a host of political parties and their candidates. Recent examples include Fevicol that has joined the group with its recent ad campaign that humorously reflects the current election scenario in India and also Maruti’s Wagon R that has released a campaign around elections.

     

    Harish Bijoor

    Explaining the approach being taken by brands, Harish Bijoor, Brand Expert & CEO, Harish Bijoor, Consults Inc said, “Politics is a very important part of the fabric of societal life. Every being is essentially a social being first and then a political. To that extent politics touches every one of us. Since it does, marketers salivate at the prospect of using politics and election time is a great time to piggy back on the one big event that gets the eyeballs: Indian elections.”

     

    That may sound like a great marketing strategy and that’s why brands like Tata Tea has been a clear favourite amongst both the experts and the aam junta in throwing light on issues that need attention. This time around, Power of 49 had the backing of popular TV faces and the response received has been phenomenal. The brand has received over 1.7 million responses till date with a majority of these responses coming in from the states of Uttar Pradesh, Madhya Pradesh, Maharashtra, Bihar and Rajasthan. Of the 1.7 million calls, more than 0.6 million have voiced specific issues that concern women.

     

    Vikram Grover, VP – Marketing, India and South Asia, Tata Global Beverages said, “What is noteworthy is that not just women, but men too have participated in a major way. With such phenomenal participation from the general public and an increasing focus on women in political discourse, we hope that the reach of our campaign could play a small but a significant part in paving the way for women’s empowerment and hence aiding the nation’s progress.”

     

    This isn’t the first time that Tata Tea has taken up a social cause. One is aware about their Jaago Re campaign which was established in 2007 to awaken and empower citizens to ‘be the change they wished to see’. A well-planned and tactical communication strategy surely helps in winning a few brownie points along with building goodwill in the market.

    Another tea brand Wagh Bakri had released a campaign ‘Sahi Chuno’ in November 2013. Spending around Rs 3 crores on this campaign alone, the brand managed to create higher customer awareness in newer markets with a mix media plan comprising of TV, Radio & Outdoor. Parag Desai, Executive Director, Wagh Bakri Tea believes that tea plays the role of a catalyst in bringing people together in India. “When people come together and have tea they establish a relation. Our TVC went one step beyond and said that do not just vote but ‘Sahi Chuno (choose wisely), be it a tea brand or your candidate.”

     

    In fact, even a global brand like Google couldn’t resist from contributing towards the election fever. It released a 3 minute video ‘Pledge to Vote with Shyam Negi’ inspiring millions of Indian digitally to come out and get inked. That’s exactly what brands needs to do – inspire and encourage.

     

  • The wins have come across its seven divisions and nine offices in India

    Lowe Lintas registers 100 business wins in 15 months

    By a correspondent

     

    In a year that was relatively sluggish for the industry, Lowe Lintas and Partners announced today that they registered over 100 business wins in the past 15 months. These wins have come across its seven divisions and nine offices in India.

     

    Joseph George (Joe), Chief Executive Officer – Lowe Lintas and Partners said, “2013 was the culmination of an aggressive three-year new business plan that was put in place in early 2011; resulting in us, signing up upward of 300 new businesses in this period. Fantastic work leading to in-market success of our existing brands has played a disproportionate role in helping us earn the confidence of new clients. I have always believed that doing well on existing business is the best strategy to acquire new business.”

     

    Some of the clients acquired in this period include Hero Motocorp, myntra.com, STAR TV, OLX, Heinz, Bharat Matrimony, Onida, Expedia, bookmyshow, Milma, Coir Board, Bharat Benz, Max Bupa, Finolex, Gyproc, Apollo Hospitals, Wockhardt, Bharat Forge, MCX, Heinz, Rajasthan Tourism, Nutricia, Mahanagar Gas, Dr. Reddy’s Labs among many others…

     

    Lowe Lintas and Partners, IPG’s largest operation in India, partners about 250 clients. Some of whom, amongst India’s most successful and marketing savvy companies – Aditya Birla Group, Arvind Brands, Axis, Britannia, Croma, Dabur, DLF, Essar, Future Group, Godrej, Havell’s, Hindustan Unilever, ICICI, ITC, Johnson & Johnson, Maruti, Micromax, MRF, Nestle, Croma, Tata Tea, Tanishq, Times Group, Videocon to name a few.

     

     

  • Ije replaces Karl Heiselman following his recent departure from Wolff Olins to Apple

    Ije Nwokorie appointed new Design jury head at Cannes

    By a correspondent

     

    The Cannes Lions International Festival of Creativity has appointed Ije Nwokorie, the new Global CEO of Wolff Olins as the Design Lions jury president. Ije replaces Karl Heiselman following his recent departure from Wolff Olins to Apple.

     

    Born in America, Nwokorie spent his early years in Nigeria, an experience he credits with underpinning his creative outlook, as it is a world where commerce, culture and creativity are necessarily intertwined with everyday life. He completed his architecture training at Columbia University and has worked on urban regeneration projects in Africa, special effects in New York and computer gaming in London. Nwokorie joined the Wolff Olins team in 2006 as a senior strategist, was appointed managing director of Wolff Olins’ London office in 2010 and became global CEO in 2014.

     

    In his new position, Ije Nwokorie will lead Wolff Olins’ global business forward into an exciting new chapter; to inspire, as well as drive, facilitate and deliver strategy and innovation for big corporations. Wolff Olins is responsible for brands such as (RED), Orange, GE, Mercedes-Benz, New York City, London 2012, Tate, Unilever, Target, Hero MotoCorp, Tata Docomo and AOL.

     

  • Raj will be based in Mumbai and will work closely with Saurabh Varma

    Raj Deepak Das joins Leo Burnett as CCO

    By a correspondent

     

    Raj Deepak Das

    Leo Burnett India has announced the appointment of Raj Deepak Das as the chief creative officer (CCO). In his new role as CCO for the India operations across Mumbai, New Delhi, Bangalore and Chennai. Raj will be based in Mumbai and will work closely with Saurabh Varma.

     

    Mark Tutssel, chief creative officer, Leo Burnett Worldwide who was personally involved in the recruitment process that spanned several continents, said that Raj, with his proven track record behind world-class, award-winning work for global brands including P&G, Pepsi, Visa, Pizza Hut and Tesco among others is a new breed of creative, modern-day leader, a holistic thinker with sharp business acumen. “Raj brings with him an exuberant amount of global experience, creativity, focus and best-in-class leadership.  He understands today’s creative landscape is always-on and always integrated. The decision to bring Raj on board as our CCO holds immense promise for our clients and our creative product. I strongly believe that Raj, alongside Saurabh will form a perfect unity of creative and strategy, making the agency, one of India’s leading creative agencies today, the best integrated agency in the region going forward.”

     

    Saurabh Varma said, “Five months back we communicated our intention to be the best integrated communication company in India. With the appointment of Raj, we have made a decisive step in that direction. Raj and I will partner to create work that is not only human, but also partcipative by design. We will focus on work which brings out the purpose of our brands. Ultimately, the route to building the most popular brands is in creating work which creates believers not just consumers.”