MxMIndia

Category: ADVERTISING

  • The creative duty was awarded to Dentsu based on its current creative partnership with Panasonic

    Dentsu assigned creative duties of Panasonic Fans

    By a correspondent

     

    Dentsu Communications has bagged the creative duties of Panasonic Fans. The creative duty was awarded to Dentsu based on its current creative partnership with Panasonic.

     

    Rohit Ohri
    Simi Sabhaney

    “We’re delighted with this new assignment. This further strengthens the relationship between Dentsu Communications and Panasonic and is a testimony to the great work done by Dentsu for Panasonic in India and the region,” said Rohit Ohri, Executive Chairman, Dentsu India Group and CEO, Dentsu APAC (South).

     

    After bagging the creative duties from the consumer electronics major, Simi Sabhaney, CEO, Dentsu Communications said, “We were assigned the task of developing the launch communication for Panasonic ventilation fans in India. Winning the creative mandate for Anchor Electricals is a very prestigious event for DCPL Mumbai. Panasonic is a global leader in fans business and would be one of the leading international entrants in the ‘Ventilation Fans’ category.”

     

    Takaki Oguri, Joint Managing Director Sales and Marketing, Anchor Electricals Pvt. Ltd. said, “Panasonic’s global expertise in the ventilation field will aid Anchor to unveil a host of innovative products, redefining the paradigms of indoor air quality focussed ventilation solutions. Presently we intend to launch some of Panasonic’s trendsetter products; later on we will actively focus on expanding the entire range. This will be a robust value addition to Anchor’s existing Ceiling Fans Portfolio.”

     

    Ashok Gangar, Vice President Sales and Marketing, Anchor Electricals Pvt. Ltd. said, “We used Dentsu’s expertise while commissioning the first “Panasonic LED Lighting Experience Centre” in Mumbai, last year. We are hoping to establish a niche trade channel for marketing these high-end indoor air quality focussed ventilation products with this affiliation.”

     

    “Exhaust fans are a low involvement category and the choice of the brand is mostly left to the contractors and interior designers, our attempt was to imbibe the concept of ‘ventilation’ versus ‘exhaust’ in the end-consumer minds. This struck an accord with the Anchor-Panasonic team as it was looking for an approach that was distinctive enough for Panasonic ventilation fans to establish themselves in the said category,” added Sabhaney.

     

    “We are happy to award the creative duties to Dentsu Communications as our promotion partners for Panasonic Ventilation Fans and hope to establish ourselves as a premium brand in the said category soon,” said Mr. Toshiki Itagaki, Director Fan Business, Anchor Electricals Pvt. Ltd. on awarding the creative duties to Dentsu Communications.

     

  • This is a rare instance where an Indian digital outfit has been signed on by a global entity for a project targeted at an international audience

    Nivea Soft assigns digital ideation mandate to TenTenTen

    By a correspondent

     

    TenTenTen Digital Products, the Bangalore based digital marketing enterprise announced that Beiersdorf AG, the Hamburg-based company and makers of brand Nivea have hired them to come up with ideas for a digital property for the skin cream brand -‘Nivea Soft’. This is a rare instance where an Indian digital outfit has been signed on by a global entity for a project targeted at an international audience.

     

    Speaking about the project, Ramesh Srivats, co-founder, TenTenTen said, “I have been in this industry for over 20 years now and still haven’t come across too many instances of Indian agencies being hired for international projects by global brands. Also, while a lot is said about ‘monetizing ideation’, this is a rare instance of an agency being compensated just for ideation. We are excited about the project and consider it a recognition of our ability to ideate and create large digital properties that help brands connect with their customers through ‘actions’ instead of ‘talk’.”

     

    As part of the project, TenTenTen will present ideas for a sustainable digital platform for Nivea Soft. The objective is to forge a deep brand and product level connect with its young audience who spend a large part of their day online. After which TenTenTen will implement the shortlisted idea and manage the digital property. TenTenTen will be compensated for implementation & management separately depending on the scale of the shortlisted idea.

     

    The global marketing team of Nivea zeroed in on TenTenTen based on the work that TenTenTen had done for them previously in India. Ramesh Srivats and the team had created and executed very successful digital properties for Nivea India; with the Armprints Facebook campaign being the highlight. The campaign was a huge hit with over a million views and about half a million branded temporary tattoos shipped to nearly one lakh users.  was inspired to build on this success by taking the armprints campaign to TV with a TVC starring Anushka Sharma.

     

  • Droga5, Wieden+Kennedy and McCann have been shortlisted to lead creative development for the company

    RB appoints new creative agencies to global roster

    By a correspondent

     

    RB, the global consumer health, hygiene and home company, has appointed three new creative agencies to its global agency roster.

     

    Droga5 has been appointed to lead creative development on Air Wick and Clearasil globally. Wieden+Kennedy has been appointed to lead creative development on Finish globally. McCann has been appointed to lead creative development on Mucinex and Delsym.

     

    Havas WW continues to be a key agency partner and retains the rest of the extensive brand portfolio.

     

    Heather Allen, Executive Vice President – Global Category Development, said, “We are delighted that Droga5, Wieden+Kennedy and McCann will be partnering with us. The quality of the strategic and creative thinking we have seen throughout the review has been superb. We’re really excited about working with our entire roster of highly creative agencies. Creativity is at the heart of our growth strategy and we are very confident that we have the right partners to grow our brands.”

     

    The review was managed by Agency Assessments International.

     

  • His key responsibility will be to drive growth for the digital offering of Havas Media in India

    Havas Media appoints Ranjoy Dey as Head – Digital

    By a correspondent

     

    Ranjoy Dey

    Havas Media Group, India has appointed Ranjoy Dey as Head – Digital. His key responsibility will be to drive growth for the digital offering of Havas Media in India.

     

    An MBA graduate, Dey has about 19 years of experience having worked extensively in the digital marketing domain. Prior to Havas he was COO at Ignitee Digital and was earlier with Digitas India. Dey has handled brands like Nestle, Samsung, Reckitt Benckiser, Dabur, ITC, JK Tyre, Axis Bank, SanDisk, Airtel, Pizza Hut Delivery, amongst others. His works have won several National and International awards including the PMAA, MAA Globes, Abbys and DMA.

     

    Anita Nayyar

    Speaking on the appointment, Anita Nayyar, CEO Havas Media Group India and South Asia said, ‘Digital at core’ is not only our group philosophy but our mission in India. Havas Media Group had a great run in 2013 and in 2014 won key digital accounts of Yepme.com and Xolo. We are committed to deliver digital across platform, across devices. It is clearly our focus area of growth year-on-year to give clients integrated incremental value fulfilling their business objectives. Ranjoy has the attitude, the all round experience and the energy to drive organic and inorganic digital expansion in the India market; we are delighted to have him on board to jettison the digital strength at Havas Media Group forward.”

     

    Mohit Joshi

    “Young India is a hotbed for digital and 360marketing with challenging and exciting times ahead for all of us. Havas has some of the best digital and media tools and trainings in the industry that have delivered rich rewards to clients across the globe. Ranjoy will be a good navigator to bring to the table innovation and real value for the present and future clients of Havas Media in India”, added Mohit Joshi, Managing Director, Havas Media India.

     

  • McCann Worldgroup, India has bagged 4 Golds & 2 Silvers at the prestigious One Show Awards that concluded recently

    McCann India triumphs at One Show

    By a correspondent

     

    McCann Worldgroup, India has bagged 4 Golds & 2 Silvers at the prestigious One Show Awards that concluded recently.

     

    The agency was awarded Gold for the foll work: Full Page or Spread – Campaign – Premier Tissues India Ltd – Author Headphones; Art Direction – Single or Campaign – Premier Tissues India Ltd – Author Headphones; Full Page or Spread – Single – Premier Tissues India Ltd – Mark Twain and one in the design category for Designer Initiated – Happy Life Welfare & Dabbawala Foundation – Share My Dabba.

     

    The Silver winners include Posters – Single – Penguin Group (India) – William Shakespeare; Posters – Single – Penguin Group (India) – Mark Twain.

     

    The entries that received a Merit nomination include Full Page or Spread – Single – Penguin Group (India)- Oscar Wilde; Posters – Single – Penguin Group (India) – Oscar Wilde; Posters – Single -  Premier Tissues India Ltd; P.O.P. and In-store – Campaign - Premier Tissues India Ltd – Origami; and Full Page or Spread – Campaign – Yatra Online – Shoelace Monuments

     

    Prasoon Joshi

    Sharing his views, Prasoon Joshi, Chairman-CEO and Chief Creative officer of McCann India said, “One Show is a very prestigious show and winning 4 Gold pencils is really rare; we at McCann will cherish it for sure. I thank One Show on behalf of the entire team for this honour.”

     

  • LinTeractive will add a layer of brand and consumer engagement expertise on top of the usual capabilities offered by most digital agencies

    Lowe Lintas & Partners’ digital division – LinTeractive, relaunched

    By a correspondent

     

    Post its association with IPG’s full-service digital agency Interactive Avenues last year, Lowe Lintas & Partners has announced the relaunch of its digital division – LinTeractive.

     

    Apart from its focus on offering solutions to clients across digital platforms, what will set LinTeractive apart will be its focus on brand strategy and creative throughput that will form the core of its digital strategy. The end offerings will be delivered seamlessly across multiple platforms by teams of domain specialists comprising strategists, technologists and creators.

     

    LinTeractive will be managed by Mr. Vikas Mehta, Chief Marketing Officer, Lowe Lintas & Partners, who has been entrusted with an additional responsibility of heading the relaunched division.

     

    Speaking about the relaunch activity, Mr. Joseph George, CEO, Lowe Lintas & Partners said: “The relaunch marks Lowe Lintas & Partners’ broader vision of strengthening its group offerings and our proven ability to deliver in-market success for our clients. LinTeractive will work closely with brand teams and Interactive Avenues in conceiving and executing ideas that consumers want to belong to and get involved with.”

     

    Outlining the agenda for LinTeractive in India, Vikas Mehta, CMO, Lowe Lintas & Partners said: “With LinTeractive, we are making a decisive move towards mainlining digital and embedding it into the core of all our offerings including advertising, PR, activation, brand consulting and so on. We believe that digital disciplines have become too crucial to brand success to be treated like a specialist-only function.”

     

    LinTeractive will add a layer of brand and consumer engagement expertise on top of the usual capabilities offered by most digital agencies including search, social, web|mobile, technical development, analytics, campaign activation and digital media.

     

    The new division will work with existing clients of Lowe Lintas & Partners on digital integration as well as with independent clients as a full-service digital agency. Interactive Avenues would continue to partner ‘LinTeractive’ for execution in areas like SEO, SEM, technical development, and online media planning and buying.

     

    The relaunched division would function with offices in Mumbai and Delhi with plans to open the Bangalore arm soon.

     

  • This year's entries have also been characterized by a significant number of web-based and online journalists pitching their stories too

    Press Club Mumbai’s RedInk Awards on June 7

    By A Correspondent

     

    The Press Club RedInk Awards for Excellence in Journalism 2014, instituted by the Press Club Mumbai, have received a good response with over 800 entries from 75 print and internet publications. This year’s entries have also been characterized by a significant number of web-based and online journalists pitching their stories into the ring. This shows online journalism and web-based platforms becoming increasingly active and popular as vehicles of mass communication.

     

    The Awards have now moved to the stage of evaluation and judging, a humungous task by any standards. The Press Club has convened a transparent process of forming juries consisting of 3-member panels for each of the 10 sections of awards. The juries are a mix of industry experts, well-known knowledge leaders and senior journalists. The distinguished panels include eminent names such as ShyamBenegal for the ‘Entertainment and Lifestyle’ section, Rahul Dravid for the sports category, Dr Swati Piramal judging ‘Health and Wellness’ entries, Dr KC Chakrabarty, RBI Dy. Governor  for ‘Business’ section, noted lawyer Satish Maneshinde for ‘Crime’ and celebrity lensman Pablo Bartholomew sitting on the photography jury.

     

    The Grand Finale for the RedInk Awards will be held on June 7 at the Jamshed Bhabha Theatre, at the NCPA, in Mumbai.

     

    The Awards, which offer Rs One lakh to each of the winners, is in its 4th year now, and is the only recognition of merit for journalists from a professional platform. The Awards this year have expanded to include new categories like ‘Human Rights and Environment’. Juries will judge breaking news stories and features separately this year as the 2 categories involve different skill sets.

     

    Star India is the Presenting Partner for The Press Club’s Red Ink Awards for Excellence in Journalism 2014. The awards partners are Yes Bank, Glenmark Pharmaceuticals, Aditya Birla Group, Zee Entertainment, BSE, Eros International and the Adani Group; communication partners are DNA and exchange4media.

     

  • IAA's India Chapter was awarded the 2014 IAA Chapter Excellence Award with Pradeep Guha winniing the Samir Fares Award for his contribution to IAA and Pheroza Billimoria was inducted as IAA Honorary Life Member

    IAA India Chapter, Pheroza Billimoria & Pradeep Guha win accolades at IAA World Congress

    It was an Indian Summer at the 43rd IAA World Congress. India born Indra Nooyi, Chairman and CEO of PepsiCo Worldwide was the recipient of the most prestigious IAA Award for her contribution to global marketing and advertising. And then the IAA India Chapter has won the 2014 IAA Chapter Excellence Award. According to Heather Leembruggen, Chairman of IAA Awards 2014 Committee, “IAA India Chapter had stiff competition from three other countries, but the variety of events across India and the quality of each event, put IAA India Chapter on top to win this coveted recognition.”

     

    The presentation of the 2014 IAA Chapter Excellence Award was made at the 43rd IAA World Congress in Beijing on May 10, 2014.

     

    Faris Abouhamad, Chairman & Worldwide President expressed his happiness and extended congratulations to the India Chapter and invited the Chapter President, Srinivasan Swamy, to receive the award.  Mr Abouhamad praised the work the India Chapter had done in the past two years and said he was indeed pleased with the Chapter for making an outstanding contribution to the core values and mission of IAA – in particular, the providing of a forum for international industry debate, advocacy and professional development opportunities and an exceptionally healthy growth in memberships.  “The inventiveness shown by the India Chapter is commendable and will, I am sure, resonate to all other chapters so that we can hear about similar initiatives by IAA chapters in other countries” he said.

     

    While accepting the award, Mr Swamy said that it was the cumulative result of the good work by all the managing committee members at IAA India.  He also thanked the IAA members in India for their continuous support and involvement in IAA initiatives.

     

    The Chapter Excellence Award (formerly called the Golden Tulip Award) is presented to the IAA Chapter judged to have made the best overall contribution to achieving the aims and objectives of the IAA over the previous two years.  The award was established in 1957 by the IAA Holland Chapter. It was originally presented to the European company recognized for the best international advertising campaign.  Then, at an IAA Pan-European meeting in Amsterdam on 22 February 1973, it was decided it would in future be for IAA Chapters in the European Area.  From 1980 it was extended to embrace all Chapters worldwide. India has won the award in in 1998 and 2010 in the past.

     

    In addition, IAA Past President and Area Director, IAA Asia Pacific Pradeep Guha was honoured at the World Congress. He was the recipient of the Samir Faris Award this year, making him the 12th beneficiary since its inception in 1990.  It is awarded to professionals in recognition of their outstanding service in furthering the objectives of IAA.

     

    Commenting on the Award, Mr Guha said “I never expected this and I am humbled. I am thankful to the IAA Executive Committee and the Global Board for this honor. I do hope I can contribute more to further the cause of this respected body”.

     

    Another important recognition that came India’s way was Mr Abouhamad announced that Pheroza Bilimoria be given the Honorary Life Membership of IAA for all her contribution to the global body. Ms Bilimoria was till recently the Honorary Secretary of IAA Global and has been actively involved in IAA India Chapter since its inception. Since Ms Billimoria could not attend the Congress in Beijing, she was therefore given the certificate of IAA Honorary Life Membership at the IAA Young Turks Forum event in Mumbai on June 13 by Mr Swamy.  Said Ms Bilimoria “I am so deeply touched, honoured and, most of all, humbled, by this gracious recognition. I  used to often sit in the audience at IAA World Congresses to admire and applaud those of my seniors who were the deserving recipients of this honour;  so it came to me as such an amazing delight to find that I have now joined their ranks!”

     

  • IAA India Chapter hosts Nihal Kaviratne, CBE & Chairman ICI Akzo Nobel at the inaugural IAA Young Turks Forum

    Nihal Kaviratne shares simple home truths at IAA event

    By A Correspondent

     

    “All I can share in this event is the simple home truth which I have learned from my past experience,” said Nihal Kaviratne, CBE, Chairman, Akzo Nobel India while speaking on ‘Asia – Who’s Consuming’ at the inaugural IAA Young Turks Forum conducted by the International Advertising Association (IAA) India Chapter. The bi-monthly series will enable young executives to interact and learn from industry leaders.

     

    The event, held last week saw Kaviratne analysing consumption trends in Asia and then taking questions from a packed hall at the Nehru Centre, Mumbai. Dinesh Pillai, CEO, Mahindra Special Services Group, moderated the interaction. HBO South Asia was the Presenting Partner of the IAA Young Turks Forum.

     

    Kaviratne was cited in the Queen’s 2004 New Year Honours list in the UK and was awarded the Commander of the Most Excellent Order of the British Empire (CBE) for services to UK business interests and for sustainable development inIndonesia. In January 2004, he moved from being Chairman of Unilever Indonesia to a regional role in the Unilever Asia Business Group based in Singapore as Senior Vice President – Development & Environmental Affairs. In January 2005, he assumed additional responsibility as Chairman of Unilever’s US$2.5 billion Home & Oral Care business in Asia. Today, Kaviratne is Director of DBS Group & Bank, Star Hub, Singapore Airport Terminal Services Limited (SATS), Wildlife Reserves Singapore and Glaxo Smith Kline Pharmaceuticals Limited. He is a member of the Governing Board of Bombay Mothers & Children Welfare Society.

     

    Welcoming Kaviratne and the audience of young professionals, Srinivasan Swamy, President, IAA India Chapter & VP-Development, IAA Asia Pacific, said that the Young Turks Forum has been a long-felt need of the IAA India Chapter. “We are delighted to have had someone of the stature of Nihal Kaviratne who with wide-ranging global experience to share his mantra for business and success.”

     

    “Given our strong connect with young audiences, HBO is delighted to be associated with this thought exchange platform for youth leaders,” said Monica Tata, Managing Director HBO South Asia, Presenting Partner of the IAA Young Turks Forum.

     

    Manish Advani, Head – Marketing and Public Relations, Mahindra Special Services Group, who is Chair of the IAA Young Turks Forum series added, “The response to the IAA Young Turks Forum is an indicator that such efforts are the need of the hour for young professionals. We are looking forward to have an equally enriching Young Turks Forum event in two months.”

     

    The event also saw Pheroza Bilimoria, former Honorary Secretary of IAA Global as well as past president of IAA India Chapter being honoured by IAA Global with IAA Honorary Life Membership by Srinivasan Swamy.

     

  • The company is using it as a launch vehicle for the brand's new positioning – 'Designed To Delight'

    Whirlpool unveils new campaign for frost-free refrigerator

    By a correspondent

     

    Whirlpool has launched a new campaign for its new Protton World Series Frost Free refrigerator. The new refrigerator is unique with a three-door format and has the revolutionary sixth SENSE® ActiveFresh technology in the ‘Active Fresh Zone’ to keep fruits and veggies fresh. The company is using it as a launch vehicle for the brand’s new positioning – ‘Designed To Delight’. The product is positioned to deliver freshness but this has been covered before by multiple players from every conceivable angle. The challenge was to come up with a completely new way of looking at freshness.

     

    The creative idea that FCB Ulka came up with was to celebrate a whole new way of enjoying freshness. While most commercials simply talk about freshness, the agency created a whole new level of freshness through sound. The commercial is a celebration of all things fresh with the refrigerator at the centre of it all.

     

    Mr. Sridhar Iyer, Sr. Vice President, FCB Ulka, said, “The Protton TVC from Whirlpool clearly establishes a new way of evaluating freshness within the category, the concept of sound of freshness stemmed from consumer observations as they go through the process of buying fresh grocery day in and day out.”

     

    Mr. Sanjay Sharma, Group Creative Director, FCB Ulka, expressed, “Freshness has several manifestations and most of them have already been explored. The sound of freshness, sounds fresh. We might not realize it, but seek this sound of freshness every now and then in the vegetables and fruits we buy. Hence, a fertile territory never explored in the refrigerator category, but extremely relevant.”

     

    Said Vipul Sabharwal, VP Sales and Marketing, Whirlpool of India Limited, “The Frost Free refrigerator category is an important category for Whirlpool, in which it has multiple products. We chose Protton World Series refrigerator to be the flag bearer in the TV medium because it truly embodies our new positioning ‘Designed to Delight’. It’s 3-door format is exquisitely crafted, the 6th SENSE® ActiveFresh Technology with Moisture Retention and MicroBlock ensure unparalleled bacteria-free freshness, and there is a captivating range of finishes to choose from. FCB Ulka has taken each of these elements and created an advertisement that is persuasive and entrancing. We are excited by the trade and consumer response and are confident that our ambitious share objectives will be met.”

     

  • Soho Square is the agency on board the H&R Johnson account and they were given the mandate to launch bathrooms in the consumer space

    Katrina endorses campaign for new HR Johnson vertical

    By A Correspondent

     

    HR Johnson has released a new campaign for its bathroom vertical that features brand ambassador Katrina Kaif. The television commercial went on air last week.

     

    Mr. Sushil Matey, Chief Operating Officer, H&R Johnson said, “H&R Johnson has been largely known as a tiles company, given our rich heritage and leadership in the same. However, over the years, we have diversified into bathroom fittings, kitchens and engineered marble & quartz. The communication objective was to tell the consumer of the stunning options we have beyond tiles – and we have made a start with bathrooms. To enhance salience, we had signed on Katrina Kaif to endorse the Johnson brand; the first set of communication on tiles was executed last year. This is the second TVC that we have done with her.”

     

    Anuraag Khandelwal
    Satish Desa

    Soho Square is the agency on board the H&R Johnson account and they were given the mandate to launch bathrooms in the consumer space. “The agency endeavoured to go beyond mere ‘looks’ and we wanted to come from a relevant consumer space. The entire insight that ‘bath time’ provides that much needed personal space to clear the mind and let it freewheel, gave us this thought of ‘Find Clarity”, explained Anuraag Khandelwal and Satish Desa, Executive Creative Directors and Creative Heads. “Clarity that refreshes and inspires one to think ahead. We also shot the film in black & white to enhance its visual appeal.”

     

  • The report is part of a series examining insights on consumer attitudes and behaviours in the rapidly changing media and technology landscape

    PwC study highlights insights on consumer attitudes

    By A Correspondent

     

    PwC has unveiled a study titled ‘Mobile advertising: What do consumers want? Cross-country comparison’. The report is part of a series examining insights on consumer attitudes and behaviours in the rapidly changing media and technology landscape.

     

    The report notes that given the overall aversion to the prevalence of mobile advertising and the belief that mobile devices are often “ad-free”, marketers need to get creative and innovative. With mobile’s unique properties as both a data tracking device and a delivery mechanism, the biggest challenge is to leverage the knowledge of how consumers are using mobile to improve monetization from ad delivery.

     

    PwC surveyed consumers in the UK, Brazil and China and the findings confirm that multi-territory marketing campaigns are not a one-size-fits-all. The four key points that emerged for advertisers and marketers on mobile advertising include:

    1. Advertisers need to develop a “mobile first” strategy and think about mobile advertising (and all mobile channels) separately from having their traditional and online advertising repurposed for mobile. It must deliver perceived value to the consumer and often in an experiential manner.

     

    2. Context and relevancy is king. Respondents in our study are willing to view an ad if it is relevant, but there is an overall aversion to the prevalence of mobile advertising.

     

    3. Advertisers need to plan campaigns based on widely varying preferences in different countries.

     

    4. How can companies benefit? Leverage big data and analytics to drive better advertisements and customer targeting. Aggregate and analyse data for better targeting, results, and customer engagement.