MxMIndia

Category: ADVERTISING

  • Lowe Lintas has unveiled a new campaign that takes the viewers through new features that the refreshed car brand has to offer

    Lowe Lintas unveils new campaign for Alto

    By A Correspondent

     

    Continuing with its mandate of essaying Maruti Suzuki Alto as the family car for the masses, Lowe Lintas has unveiled a new campaign that takes the viewers through new features that the refreshed car brand has to offer. Having undergone transformation over the years, the car has evolved to be strong and sharp in its focus, just like the TG it caters to – the “chase generation” – comprising the young and zippy, who are not willing to wait for life to take its twists and turns but chase their dreams.

     

    The new Alto K10 campaign reflects the chase attitude of its target audience where a young boy takes on a playful challenge thrown by his girlfriend. The storyline is set against the backdrop of a chase between a young boy and his girlfriend. The boy proposes to the girl, who in turn teases him and challenges him to chase her, while she takes off for a paragliding sortie. The young boy spontaneously decides to chase the girl in his new Alto K10. As the girl reaches the landing site, she is surprised to see the boy waiting for her with a ring. The girl is bowled over and accepts his proposal.

     

    Naveen Gaur

    Speaking about the new campaign, Naveen Gaur, President, Lowe Lintas said, “The new K10 is a peppier Alto, ideally suited for the young urban Indians. The communication for it must revitalise the brand’s integration with their lives. Setting up the new K10 as the car for the “chase generation” accomplishes the task beautifully by bringing together a consumer attitude, the spirit of spontaneity, that is intrinsic to Alto brand, and giving raison d’être to the peppy performance of the car.”

     

    The campaign will be tapping all media including television, outdoor, digital etc. to popularize the new offering to the masses.

     

  • To enter the 2015 Lotus Awards, one has to visit adfest.com and click 'Entry Submission' to submit the work

    Dates announced for ADFEST Lotus Awards

    By A Correspondent

     

    ADFEST is inviting agencies, production companies and creative studios across the Asia Pacific and Middle East to enter the 2015 ADFEST Lotus Awards.

     

    Celebrating excellence in advertising, design, production and marketing, the ADFEST 2015 Lotus Awards will include 18 categories including Film Lotus, Press Lotus, Outdoor Lotus, Radio Lotus, Interactive Lotus, Mobile Lotus, Direct Lotus, Promo Lotus, Design Lotus, Print Craft Lotus, Film Craft Lotus, New Director Lotus, Media Lotus, Branded Content & Entertainment Lotus, Effective Lotus, Integrated Lotus, INNOVA Lotus, Lotus Roots.

     

    “This region is producing some of the most engaging branded content and entertainment in the world, which makes this Lotus category especially exciting,” said Vinit Suraphongchai, Chairman of the ADFEST Working Committee.

     

    There are seven sub-categories within Branded Content and Entertainment Lotus: Best Use of Fiction Film, Best Use of Non-Fiction Film, Best Use of Music, Best Use of Experiential, Best Use of Interactive & Social Media, Best Use of Games, and Best Integrated Campaign.

     

    To enter the 2015 Lotus Awards, one has to visit adfest.com and click ‘Entry Submission’ to submit the work.

     

  • Indian creativity will be well represented with six creatives, including one jury foreman

    Piyush Pandey, others on D&AD jury for 53rd Annual Professional Awards

    By A Correspondent

     

    D&AD has revealed the global line-up of creatives set to take part in the 53rd edition of its Professional Awards.

     

    In keeping with tradition, the D&AD Awards will be judged by some of the international creative communities’ highest profile members. They include: Eric Kallman, Executive Creative Director at Goodby, Silverstein & Partners (Integrated & Innovative Marketing); Rei Inamoto, Chief Creative Officer at AKQA New York (Mobile Marketing); Harriet Devoy, Creative Director at Apple Europe (Branding); PJ Pereira, Chief Creative Officer at Pereira & O’Dell (Digital Marketing); Jonathan Kneebone, Co-Creative Director at The Glue Society (Film Advertising Crafts).

     

    Following a hugely successful 2014, which saw Indian agencies pick up 25 awards, Indian creativity will be well represented with six creatives, including one jury foreman: Jury Foreman: Piyush Pandey, Executive Chairman and Creative Director at Ogilvy & Mather Mumbai (Press Advertising); Meera Sharath Chandra, Founder & Chief Creative Officer at Tigress Tigress (Digital Advertising); Preeti Vyas, CEO at Vyas Giannetti Creative (Crafts for Advertising); Senthil Kumar, Executive Creative Director at JWT Bangalore (Film Advertising); Sonal Dabral, Chief Executive Creative at DDB Mudra Group (Outdoor Advertising); Ektaa Aggarwal, Creative Director at Landor Associates Mumbai (Branding);

     

    For 2015, a new category has been introduced for Branded Film Content & Entertainment. First appearing in 2011 as a sub-category, TV, film, online and documentaries will now be judged by a standalone jury, in addition to a new tactical sub-category.

     

    To celebrate those pushing the boundaries of technology, innovation sub-categories have been added to Packaging Design, Product Design and Radio Advertising. Innovation in media is also recognised through the revamped Integrated & Innovative Media category.

     

    TV & Cinema Advertising category has been renamed to Film Advertising and features a new Tactical sub-category for film advertising. There is a new sub-category Casting for Film Advertising introduced within Film Advertising Crafts and, following its successful re-addition at the 2014 Awards, there are two new sub-categories introduced within Music Videos: Direction and Production Design.

     

    Tim Lindsay

    Tim Lindsay, Chief Executive at D&AD, commented, “The role of creativity and the value of design in our society has never been greater. Whether as vehicle for social change, enriching quality of life or finding the means to do well by doing good, we’ve seen some truly impressive innovation from across the advertising and design industries in recent years as boundaries are pushed and limits tested. After a remarkable 2014, we’re all looking forward to seeing what 2015 brings in the field of creative excellence.”

     

  • The brand embodies over two decades of excellence held by MAS Holdings in lingerie manufacturing

    Orchard Advertising to handle brand communications mandate for amante

    By A Correspondent

     

    MAS Holdings, Sri Lanka-based intimate apparel manufacturer has assigned its brand communications mandate to Orchard Advertising for their leading lingerie brand – amanté.

     

    Launched exclusively in India in the fall of 2007, amanté is Sri Lanka’s very first international lingerie brand, offering elegance, comfort and value to the modern Asian woman. The brand embodies over two decades of excellence held by MAS Holdings in lingerie manufacturing.

     

    Niranjan Wijesekera, CEO, MAS Brands said, “The premium lingerie sector is poised for explosive growth in the next five years. You can expect Amanté to be right there at the top. We expect our association with Orchard to be a big factor in our success.”

     

    Neha Contractor, Vice President (South), Orchard Advertising adds, “It’s a matter of great pride to be associated with a brand of this stature. Our endeavor will be to ally with the client and take Amanté to its rightful position of being an iconic brand.”

     

    MAS Holdings also supplies products to Victoria’s Secret, Marks & Spencer and GAP and amanté has enjoyed considerable success since its launch in India in 2007. Catering to the mid to upper segment lingerie market, Amanté is positioned as a premium offering and is fast progressing towards its stated objective of being a brand of choice for young women in the metros.

     

  • According to sources at the Paris-hqed conglomerate, all energies to be on Sapient play

    No Perfect Relations for Publicis. Focus on Sapient for now

     

    By Sandeep Puraname

     

    So is the Paris-based marketing services conglomerate Publicis Groupe gobbling up Perfect Relations? Oui or Non, we asked our source, and were subjected to a loud No. And is it a ‘No’ or a ‘Not yet’, we asked? Short of expletives, we were told “Bilkul Nahin, Kabhi Nahin”.

     

    Now that was something we weren’t willing to put on our headlines yesterday after we read a front-page highlighted reported in premier business daily The Economic Times. We decided to dig further, spoke to our friends at the MSLGroup who said they weren’t authorised to speak and could neither confirm or deny.

     

    Surely there can be no smoke without fire?

     

    Then on some probing over long-distance chatter within India and overseas, we got the inside story. Apparently there have rumours ever since a PR industry website flashed the news. While there may have been discussions with the MSL management, the suitor is clearly not MSL or parent Publicis.  Dentsu, Ominicom and WPP may be looking at buying up the agency, we are told.

     

    But why not MSL? After all Perfect Relations is well-pedigreed, has some interesting clients including Coca-Cola and is well-networked across the country? Because, the Publicis Groupe wants to concentrate on the Sapient buy.

     

    With Sapient, Publicis wants to up its 40 percent revenues from digital to 50 percent and it may be remembered that Sapient has nearly half its staff in India.

     

    It’s likely that all or at least most of the digital activity of the group(e) may be converged to Sapient making it a digital superpower in India and the rest of the world.

     

    While it didn’t need an industry forecast to do it, but with a Forrester research report saying that digital adspends will overtake those on television in two years in the US, most global media service corporations are getting their act together on the digital play. After all it’s no small reason that Publicis paid a 40 percent premium for Sapient at USD 25 a share.  According to reports, Publicis chairman Maurice Levy is reportedly looking at Sapient also being able to counter business going away to consultancies like Accenture.

     

    In India, Sapient has been strong on acquiring talent and turning into a well-rounded creative tech firm.

     

    Given this, it’s likely that some of the existing digital plays of the group – including in those like the MSLGroup – may not get zoned into one robust offering.  This bit is unverified, but that’s the thinking on in sections of the group. But then large networks like Leo Burnett and Publicis Worldwide have made their acquisitions so these issues need to be sorted.

     

    So, bottomline: for the now, MSLGroup is not making any new PR buys. The bosses are content with Hanmer & Partners, 2020 PR and 2020 Social.  There’s enough and more happening more.

     

    But aren’t the MSL bosses in town next week? We thought Olivier Fleurot will make the big announcement. Non, we were told.

     

    Now what if we have egg on our face if all of this is proved wrong, the boss asked this writer.

     

    We’ll know that soon.

     

    PS: Time to compose the resignation letter? Or await that long-awaited raise?

     

  • This year the event will have three experts presenting for 30 minutes each followed by a QnA session with the audience

    Ad Club’s Media Review sets its date with members

    By A Correspondent

     

    The Advertising Club’s Media Review has been a hit with the members over the years. It started out with a solo speaker presenting his perspective and the luminaries that did the event as sole presenters included Sam Balsara, Sameer Nair and Subhash Chandraji.

     

    Later the format was tweaked and presented as a panel discussion. Some of the luminaries who were panelists included Nandini Dias, Pratap Bose, Punitha Arumugam, R. Gowthaman, Farokh Balsara etc. This year the event will have three experts presenting for 30 minutes each followed by a QnA session with the audience.

     

    Discovery Communications India has come on board as Presenting Sponsor whereas PepsiCo India Holdings Private Limited will be the Associate Sponsor.

     

  • Together, Chetan Mahajan and Amit Misra will jointly lead a united agency that comprises the key brands of MSLGROUP, 20:20 MSL, Publicis Consultants, Social Hive and Creative+

    Jaideep Shergill moves on as MSLGroup elevates Chetan Mahajan & Amit Misra to co-MDs

    By A Correspondent

     

    MSLGroup has introduced a new go-to-market strategy and has promoted Chetan Mahajan and Amit Misra to co-MDs of MSLGROUP in India. Together, Chetan Mahajan and Amit Misra will jointly lead a united agency that comprises the key brands of MSLGROUP, 20:20 MSL, Publicis Consultants, Social Hive and Creative+. They will report directly to Glenn Osaki, MSLGROUP Asia President. Meanwhile, Group CEO Jaideep Shergill will hand over his operational management responsibilities to Amit Misra and Chetan Mahajan effective Jan 1, 2015, and will move into a new consulting role working in partnership with MSLGroup India founder and Chairman Emeritus, Sunil Gautam. This new business venture will feature advisory for Indian start-ups, including M&A, investment strategies and mentoring young/smart entrepreneurs.

     

    “Chetan and Amit, together with the existing MSLGROUP in India leadership team, will take the agency to greater heights by implementing MSLGROUP’s new go-to-market strategy focusing on integrated and insight-based communications that is geared to impact our clients’ business goals,” said Glenn Osaki, Asia President, MSLGROUP.

     

    Together the co-MDs will lead the India rollout of MSLGROUP’s new go-to-market strategy and planning methodology based on insight, integration and impact. Chetan Mahajan and Amit Misra will also build synergies at the group level by breaking down silos, sharing resources, increasing talent development opportunities, driving thought leadership, and making strategic investment decisions that support key geographies, practices and innovation.

     

  • The campaign is being kick-started with an exciting TVC, based on the insight that "life is best, when stripped of rules and trying too hard"

    Smirnoff urges consumers to party with ‘unfakeit’

    By A Correspondent

     

    Smirnoff Experience is set to redefine rules of partying with its brand new philosophy of ‘unfakeit’.  In its first edition last year, Smirnoff Experience created Indian music history by becoming the first festival with a visceral multi-sensory experience for the audience and is now taking the next step with ‘unfakeit’ philosophy. This campaign is being kick-started with an exciting TVC, based on the insight that “life is best, when stripped of rules and trying too hard”.

     

    The new TVC follows four out-to-be-noticed young men and women who end up at a real party where they discover that real fun can be far more enjoyable when it is sans any pretence and without the pressures of people judging. The film seeks to defy the recent norms of superficiality and encourages them to get rid of the pretence and be real to have a good time.

     

    Talking about the new campaign, Bhavesh Somaya, Director of Marketing and innovation, Diageo India, said, ” With unfakeit, we want to challenge the current norms of partying that constantly focus on looking a certain way and doing what everyone else is doing. Smirnoff exists to ignite effortless fun times and the campaign is a strong call for being real to have effortless fun at every party. We hope to become a catalyst for a cultural shift through our philosophy of unfakeit that will come alive in our new TVC and all our communication going forward.”

     

    As the creators of the campaign, McCann team shared: “In a world of selfies, likes and pokes one really wonders how social is a social network. We live in a world where broadcasting your life seems to take precedence over living a life. The film is an attempt to capture the spirit of real fun, real parties and enjoying life by dropping the mask.”

     

  • In his new role, Abhishek will oversee both, Mumbai and Delhi operations

    Jack in the Box promotes Abhishek Razdan to EVP & National Business Head

    By A Correspondent

     

    Abhishek Razdan, till recently Senior Vice President and Mumbai Business Head, has been promoted to Executive Vice President and National Business Head of Jack in the Box Worldwide, the digital agency brand of The 120 Media Collective, with immediate effect. In his new role, Abhishek will oversee both, Mumbai and Delhi operations, as well as client relationships in Bangalore. He will have overall responsibility for driving business growth and profitability as well as for strategic evolution. Mairu Gupta, Vice President & Business Head – Delhi, will continue to run Delhi operations, reporting to Razdan.

     

    Razdan joined Jack in the Box Worldwide as Head of Business Management in July 2012 and was promoted in 2013 to Business Head for Jack in the Box Mumbai after helping restructure and give focus and depth to the agency. He went on to demonstrate deft account management skills and business acumen and was a crucial part of big account wins including Pond’s Men, Vaseline, BeBEAUTIFUL and Nivea, helping create effective and award winning work and building successful client relationships on a consistent basis. Abhishek also championed the development of the Louis Philippe relationship, growing it into one of the agency’s most strategically robust, creatively exciting and award-yielding and financially rewarding clients.

     

    “Over the past 24 months, we have evolved into perhaps India’s most strategically rooted agency in the digital space.  The combination of skills and resources we offer our clients is truly unique and it allows us to deliver a longer-term approach that has real business impact.  Having won several large new businesses over the past year, and being well on our way along our strategic roadmap, it became imperative to have singular leadership for the Jack in the Box brand and in the case of Abhishek, it wasn’t an “if” but a “when”. We have a fairly detailed roadmap outlined for the next 36 months and giving Abhishek more responsibility is a major measure to ensure we achieve our goals”, said Roopak Saluja, Founder & Chief Executive Officer, The 120 Media Collective.

     

    Armed with a Masters in Communications Management from Symbiosis, Pune, Abhishek has around 13 years of experience in the communication industry. Prior to joining Jack in the Box Worldwide, he was at BBH, Publicis Ambience, Contract, Ogilvy and Hanmer MS&L, having closely worked with leading brands like Vaseline, Citibank, Shoppers Stop, Diageo, Cadbury’s, to name a few.

     

  • Keegan is an avid Bollywood enthusiast. He composes music and writes lyrics too. His first feature-film outing will be seen mid-2015

    Keegan Pinto joins DDB Mudra West as Group Creative Director

    By A Correspondent

     

    Keegan Pinto

    DDB Mudra West has announced the appointment of Keegan Pinto as Group Creative Director.

     

    With more than a decade of experience, Keegan’s previous stints were with Lowe Lintas, Bates 141, Rediffusion Young & Rubicam, O&M Mumbai and Colenso BBDO Auckland, New Zealand. He has been associated with brands including Tata Tea ‘Jaago Re’, Lifebuoy Worldwide, ICICI Prudential Life Insurance, Tetley Tea, Videocon d2h, Onida air conditioners, TVS, Domex, Croma, Bajaj Bikes, DNA newspaper, Airtel, Economic Times, HLL – Dove, Lakme, Pond’s, P&G – Vicks, Kingfisher Airlines, Zoom TV, Hindustan Pencils, World Gold Council and BBC World to name a few.

     

    Keegan has led some famous award winning campaigns such as ‘Bande Achchhe Hain’ for ICICI Prudential Life Insurance, ‘Power of 49’ campaign for Tata Tea, ‘Heat mein Dheet Hain’ for Onida AC, ‘Inside wala Snaan’ for Tetley Green Tea and ‘For Indian Values’ for Videocon d2h. While at Bates, Keegan was also responsible for the successful ‘MTV Stay Raw’ campaign.

     

    Keegan is an avid Bollywood enthusiast. He composes music and writes lyrics too. His first feature-film outing will be seen mid-2015.

     

    Rahul Mathew

    Quoting on Keegan’s appointment, Rahul Mathew, Creative Head, DDB Mudra West said, “We believe that great work is created by like-minded people with diverse backgrounds and passions. Keegan is yet another step in that direction. He brings a rather unique skill-set to the table. And at the same time is completely aligned and excited by the vision we have for the agency. I am really looking forward to his diversity adding to our body of work.”

     

  • Talenthouse India partners with Allen Solly inviting artists to create a digital ad film for Air-The next generation light weight shirt

    Allen Solly & Talenthouse announce roll-out of innovative contest

    By A Correspondent

     

    Talenthouse India, SEA’s largest creative crowdsourcing platform, in association with apparel brand Allen Solly has announced a unique filmmaking initiative to launch the brand’s new lightweight and stress-free shirt aptly titled Allen Solly Air. This contest invites aspiring filmmakers to create an impactful and innovative digital ad film for the launch this new offering in the market.

     

    Entries can be sent in by November 21, 2014 and one stands a chance to be associated with one of the most innovative apparel brands in the country. The ad film needs to highlight the products USP’s and be in sync with Allen Solly’s brand identity and promise. Winners will not only get a chance to showcase their talent and ensuring association with a leading brand like this but also stand an opportunity to win up-to INR 1,50,000. The first four runners-up and top voted will receive INR.10, 000 each.

     

    Announcing this collaboration with Talenthouse India, Monica Bansal, Digital Marketing Manager, Allen Solly said ‘’Allen Solly as a brand has been synonymous with innovative corporate dressing. We wanted to understand the insights that the young artists have of the brand and what better way than to partner with Talenthouse who has a large base of filmmakers on their platform. We are looking forward to receiving innovative concepts that would widen our imagination and creativity.’’

     

    Niloufer Dundh

    Commenting on the launch of the contest, Niloufer Dundh, Sales Head, Talenthouse India said, “We at Talenthouse continuously strive to partner with brands that add great value to our artists community. We are sure that our aspiring talent pool will lap up the chance of being associated with a renowned brand like this and showcase their talent to the world. We are optimistic of receiving some very interesting films that the brand would be able to adopt.”

     

  • Amagi uses cloud-based technologies to launch new TV channels

    Konnichiwa! Amagi sets up office in Japan

    By A Correspondent

     

    Amagi, the leader in cloud-based TV broadcast platforms has announced the opening of its sales and support office in Tokyo, Japan. The office will oversee Amagi’s progression into the Japanese TV broadcasting industry, giving TV networks in the region improved access to its path-breaking channel playout and monetization solutions.

     

    The office in Tokyo will be managed by Shunsuke Matsuda, former Executive Technology Officer for Future Strategies at Panasonic. Matsuda commented “The office creates a range of opportunities for Amagi Japan and has great potential to further deepen our engagements with the Japanese broadcasting industry.”

     

    Amagi uses cloud-based technologies to launch new TV channels, manage the entire channel playout, localize content and targeted advertisements on traditional as well as OTT platforms. Amagi’s platforms deliver 99.99 per cent broadcast SLAs at nearly half the costs over a traditional set up whilst being reliable, flexible and cost effective.

     

    Matsuda commented, “TV networks in Japan are looking for cost-effective solutions for OTT and traditional playout, and are seeking partners who can provide both playout and ad monetization capabilities. Amagi’s advanced cloud-based infrastructure enables OTT and traditional broadcasters to manage their playout over the cloud as well as monetize mid-roll advertising in their content.”

     

    “Japan is a key market for us and our expansion into the region is a testament to the growing confidence of TV networks in our platforms and technology. It presents us with a tremendous opportunity to work with local broadcasters to positively impact their operational efficiencies and create more avenues for channel monetization,” said Baskar Subramanian, co-founder, Amagi.

     

    The company works with both large and niche TV networks globally, with over 1,000 installations in 10 countries.