MxMIndia

Category: ADVERTISING

  • He will work closely with Raj Deepak Das towards creating work that strongly reflects the agency’s HumanKind philosophy

    Aman Mannan appointed Group ECD at Leo Burnett

    By A Correspondent

     

    Leo Burnett India announced the appointment of Aman Mannan as Group Executive Creative Director. Aman will be based at Leo Burnett India’s head office in Mumbai and will work closely with Raj Deepak Das towards creating work that strongly reflects the agency’s HumanKind philosophy.   Speaking on his appointment, RajDeepak Das, Chief Creative Officer, Leo Burnett India, said, “I am really excited about Aman joining us as this further strengthens our creative team that is not only young but also extremely talented.

     

    Aman brings with him a lot of positive energy and newer storytelling ways that will help us find the right solutions to our clients’ problems.”

     

    Aman joins from DDB Mudra where he was Executive Creative Director. Prior to DDB Mudra, he has had stints with McCann Erickson and Interface Communications. In a career that spans more than a decade, he has worked across categories on brands such as Union Bank of India, Future Group, Godrej No. 1, Lipton, HBO, ICICI Lombard, Saffola, Parachute, Onida, Nerolac, Radio Mirchi, Tata Indicom, NDTV, Mahindra and Mahindra (Scorpio, Bolero, Maxx), Nerolac and Blue Star to name a few.

  • Out of 113 advertisements against which complaints were upheld, 61 belonged to Personal and Healthcare category

    ASCI hauls up brands with misleading claims

    By A Correspondent [updated]

     

    ASCI’s Consumer Complaints Council (CCC) upheld complaints against 113 out of 144 advertisements in November 2014. Out of 113 advertisements against which complaints were upheld, 61 belonged to Personal and Healthcare category, followed by the Education category with 33 advertisements.

     

    In the Healthcare category, the CCC found the following claims in health and personal care product or service advertisements of 58 advertisers to be either misleading or false or not adequately/scientifically substantiated and hence violating ASCI’s Code. Some of the health care products or services advertisements also contravened provisions of the Drug. Some of the complaints that were upheld include:

    – Hindustan Unilever Ltd (Lifebuoy): The advertisement of Lifebuoy claims to provide “10 x more germ protection” and “10 x more skin care” than any other soap which was not substantiated.

     

    – Richfeel Health & Beauty Pvt Ltd (RichFeel Trichology Centre): The advertisement of RichFeel Trichology Centre claims to be the best hair transplant from the best hair care brand at the best price of Rs.55, 000.

     

    – Godrej Consumer Products Ltd (Goodknight): The advertisement of Goodknight shows “a child standing near the mosquito vaporizer”, whereas the product’s leaflet includes a precaution that the electrical liquid vapourizing machine should be kept away from the reach of children. The advertisement features a dangerous practice, manifests a disregard for safety and encourages negligence.

     

    – Dr. Batra’s Homeopathy Clinic: The advertisement of Dr Batra’s Clinic claims to offer “Consultation with the Doctor and computerized hair test worth Rs. 2,000 now at just Rs. 250.”, “Limited period offer”, “Avail easy EMI options”, and the Website claims, “Confirm your appointment online @ Dr. Batra’s clinic, Pay just Rs. 99/- and get products worth Rs. 175/- free.” “It also offers 10% off on treatment in its animation slides”, were not substantiated. The Website shows Dr. Batra promoting the clinic which is in violation of the Code of Medical Ethics for Homeopathy practitioners.

     

    – Richfeel Health & Beauty Pvt Ltd (RichFeel Trichology Centre): The advertisement of Richfeel Trichology Centre is in breach of code of medical ethics as the advertisement is soliciting patients and also mentions the names of Dr. Apoorva Shah and Dr. Ferrari, promoting the Clinic, which is in violation of the Central Council of Homeopathy Code of Ethics Regulations Clause II 6.1.

     

    – Dr. Batra’s Health Clinic: The advertisement of Dr. Batra’s Health Clinic claims to offer revolutionary hair growth treatment from France which is a painless and non – surgical treatment. They further state that 77% have seen hair growth results in just eight weeks.

     

    – CordLife Sciences India Pvt. Ltd:  The advertisement of Cordlife claims to be Asia’s largest stem cell bank. The advertiser did not provide the market size in each country and the total market size in Asia to arrive at total market share data to establish that Cordlife is the market leader in Asia.   The CCC concluded that the claim, “CordLife is Asia’s Largest stem cell bank”, was not substantiated.

     

    – AyurMana Centre for Advanced Healing: The advertisement of AyurMana Centre claims to help weight loss of up to 30 pounds in 4 weeks without starvation diet or strenuous exercise.

     

    – Lifespan Diabetes & Cardio metabolic Clinic: The advertisement of Lifespan claims “Diabetics are 50% more likely to have a heart attack”. This claim was not substantiated with data specific to the Indian population.  Also, the claim was misleading by exaggeration.

     

    In the Education category, the CCC found following claims in the advertisements by 33 different advertisers were not substantiated and, thus, violated ASCI Guidelines for Advertising of Educational Institutions. A few complaints that were upheld include:

    – Arcot Sri Mahalakshmi Women’s Institute of Management:  The advertisement claims 100 per cent employment in India and foreign countries. The claim was not qualified with the appropriate disclaimer.

     

    – Mahanadi Education Society (Raipur Institute Technology – RITEE): The advertisement of RITEE claims job guarantee or money back; super *conditions apply* which was not substantiated with supporting data.

     

    – Bright Career Academy: The advertisement of Bright Career Academy states “Job Assured on pursuing 3 month’s course” and “7+ Bands assured on undergoing IETLS 7 hours classes daily”, were not substantiated with supporting data.

     

    Other categories that were pulled up include:

    – Godrej Consumer Products Ltd (Cinthol Deodorants): The advertisement shows alcohol-based deodorants being sprayed on ball pen art (art done by a ball point pen) resulting in the art getting dissolved. The advertiser seeks to instill fear in the mind of the consumers as if alcohol based deodorants can melt the human skin. Thus, the advertisement denigrates alcohol based deodorants.

     

    – Mahindra Retail Pvt. Ltd (Mom & Me): The advertisement of Mom & Me claims “Interest free EMI” which is misleading by omission, as the EMI scheme was not free since interest was to be paid after six months, which was not mentioned in the advertisement.

     

    – JK Cements Ltd (JK Wall Putty):  The advertisement of JK Wall Putty claims “seelan mein bhi papdee ka koi chance nahin” was not substantiated with technical evidence.

     

    – Videocon Industries Ltd (Videocon Split A/C): The advertisement claims to offer zero percent interest and zero process fee by Bajaj Finance – just pay Rs. 2014 and the balance in equal EMIs. This is misleading as the processing fee is not zero as the complainant had to pay the extra processing charges during the purchase of the product.


    – Bajaj Allianz General Insurance Company Ltd (Bajaj Allianz): The advertisement claims to provide value added services such as 24×7 spot assistance, key and lock replacement cover along with the policy, fastest claims servicing through their 24 x7 call centre. The advertisement claims “3400+ numbers of garages across the country”. It also claims to offer battery, fuel, spare keys assistance flat tyres, minor repairs and towing. They further claim to provide “Legal Advice and Medical Coordination”, “Message Service and Taxi Benefits Accommodation Benefits” and “Additional savings of upto 30% on medicines, eye care, dental care and many more outlets.” These claims were not substantiated.

     

  • The campaign created by Linen Lintas takes a look into the life of a cancer survivor and the many odds the person faces during this trying phase

    Linen Lintas scripts an emotional tale with #BraveandBeautiful for Dabur Vatika

    By A Correspondent

     

    In its attempt to salute the undying spirit of fighters from Cancer, Dabur Vatika has launched an emotional ad campaign titled #BraveandBeautiful. The campaign, that has been created by Linen Lintas, takes a look into the life of a cancer survivor and the many odds that the person is faced with during this trying phase of their journey.

     

    As is known, Cancer is one of the leading causes of all deaths in the world, including India. According to estimates, there are nearly three million patients suffering from the disease in India. According to numbers available from World Health Organization, about 500,000 people die of Cancer annually in the country and that number is expected to rise by 40 per cent by 2015.

     

    Sharing his thoughts on the insight behind the campaign, Dabur India Ltd Chief Marketing Officer, Krishan Kumar Chutani said: “Vatika, as a brand, has always stood for ‘Woman of substance’. Who else could be more ‘brave and beautiful’ than a woman who has defeated this dreaded disease and embraced life. Brands have always talked about how hair makes a woman beautiful and most brands often talk about hair fashion, style, strength etc. But the hard fact is that a lot of women, who have undergone chemotherapy, do not just lose hair but also end up with erosion in self-esteem. It takes a great deal of confidence and inner strength to face the world all over again. This campaign seeks to identify and present stories of such brave women who can inspire millions more who are fighting this dreadful disease today. It conveys that ‘Beauty is not skin deep’.”

     

    The short film shows a young mother – a Cancer survivor, who is trying to get her life back to normal against trying circumstances. Not an easy thing to achieve given that she has lost her hair on account of the grueling chemotherapy sessions and medicines that have taken a toll on her health. With a new journey to be undertaken, she is not confident enough of how the world will receive her in her changed avatar. With her husband and family serving as a strong support system, she musters the courage to resume work in her office. Although a bit nervous at first, she is surprised to see the warmth and approach with which her colleagues reach out to her. Almost instantly she settles into her professional work life with the belief that her friends and society will accept her in whatever form as she has emerged a true ‘survivor’.

     

    Jaideep Mahajan

    Sharing his thoughts on the creative route taken for the film, Jaideep Mahajan, ECD, Linen Lintas said, “The campaign is path-breaking in the sense that for the first time a brand is talking not about the ordeal of Cancer but about the reboot of life post that. It’s not about one’s fight with the disease but with yourself when you have already defeated your biggest enemy. The biggest connect between the brand and the cause is ‘hair’, or actually the absence of them. #BraveandBeautiful aptly captures the core thought of the campaign and does the task of getting the brand and the cause on the same platform.”

     

    Pranav Harihar

    Pranav Harihar, Group Creative Director, Linen Lintas and the writer of the campaign, elaborates, “In the history of Indian hair advertising, this is the boldest take that any hair brand has taken so far. For a hair brand, it takes guts to say ‘some people don’t need hair to look beautiful’. It’s almost like a reverse connection between the brand and the cause. And it’s a very strong connect and not just another CSR activity where a brand just signs off without any relevance with the cause.”

     

    The film shows the journey of a cancer survivor in a good manner through a song called, ‘Tu faulad, Tu phool’ that has been sung by celebrity singer/composer Salim Merchant with music directed by Haneef and Lyrics written by Pranav Harihar.

     

     

  • He will be operating from the Delhi office

    Snehasis Bose joins L&K Saatchi & Saatchi as Sr. VP, Planning

    Snehasis Bose

    By A Correspondent

     

    L&K Saatchi & Saatchi has announced the appointment of Snehasis Bose as Senior Vice President, Planning. He will be operating from the Delhi office.

     

     

    Sandhya Srinivasan

    Commenting on the appointment, Sandhya Srinivasan- Chief Strategy Officer & Managing Partner L&K Saatchi & Saatchi said, “We have been looking forward to strengthening our core competence, the strategic & knowledge discipline at L&K Saatchi & Saatchi. Snehasis fits in snugly into our culture which marries creative planning with business results. As the Head of Planning in our Delhi office he will not just drive the growth for brands & businesses there but also lead some inspiring initiatives that are national. We are really delighted have him on board to continue building our desire to stay audacious.”

     

    Snehasis comes with a rich experience of 18 years, and has worked with eminent agency networks like D Y Works (Formerly DMA networks), PQR Mumbai, Publicis Ambience, McCann, JWT Kolkata, Bates Kolkata and Contract Advertising. Over the years Snehasis has lead key projects like Tata Docomo, Pepsi, Airtel, Fidelity Mutual Funds and many other renowned brands.

     

     

     

  • Ropes in former Vodafone executive to bolster smart data opportunity in emerging markets

    Vserv appoints Shailesh Varudkar as VP – Global Business Operations

    By A Correspondent

     

    Shailesh Varudkar

    Vserv, a leading smart data led mobile marketing platform across emerging markets, has announced the appointment of Shailesh Varudkar as Vice President – Global Business Operations. Shailesh, a veteran in the telecom space, will be instrumental in boosting Vserv’s aggressive expansion plans and will be responsible for driving the company’s global business operations with a strong focus on emerging markets.

     

    Dippak Khurana, Co-founder & CEO, Vserv said, “We are redefining mobile marketing in emerging markets with our smart data platform and are upbeat about the business opportunities in these regions. The vast experience Shailesh brings to the table will enable us to cohesively achieve our future goals in reaching out to the Emerging Connected Billion™ mobile internet users and foster relevant partnerships. We are delighted to have Shailesh on board and are confident that his extensive experience in the telecom domain will help us further strengthen our business.”

     

    Shailesh comes with a robust sales and marketing background with 17 years of experience in developing and successfully implementing business strategies for multiple telecom business verticals including establishing ecosystems. He has previously been a key member of the Vodafone India commercial team, responsible for product management, product marketing, relationships with device makers, OS players and chipset manufacturers along with P&L responsibility of the devices vertical.

     

  • Her mandate at GREY group is to grow its talent strength and accelerate its human processes

    Grey appoints Shilpa Chitre as Head of Human Resources

    By A Correspondent

     

    Shilpa Chitre

    GREY group India has announced the joining of Shilpa Chitre as the new Head of Human Resources. Shilpa reports Sunil Lulla, Chairman and Managing Director, GREY group India. Her mandate at GREY group is to grow its talent strength and accelerate its human processes to deliver famous and effective work for its clients.

     

    Shilpa is an HR generalist with over 18 years of work experience across key Human Resource (HR) areas including competency systems, talent acquisition & retention, performance management, strategic organizational policies and training. She has worked in the Human Resources Department of several advertising agencies and corporate houses, actively partnering senior management. Until recently she was with Reliance Industries Ltd, as Vice President of Human Resources. Prior to which she has worked in Human Resources with KPIT Cummins Infosytems Limited, Everest Brand Solutions, Percept H, Leo Burnett India and Rediffusion-DY&R.

     

    On welcoming Shilpa Chitre, Sunil Lulla – Chairman and Managing Director, GREY group India stated,” I am deeply delighted to have Shilpa on board. She will partner me in driving new age processes to enhance our professional services and capabilities, across all our services, of advertising, activation, retail design and digital. I find Shilpa to be a very skilled, competent and articulate HR Professional, up to date with new HR trends including digital. She joins GREY group as it accelerates its growth in creating an integrated offering for its clients, poised to make brands of its clients brands truly Famous and Effective.”

     

    Shilpa holds a Master’s Degree from the University of Mumbai in Labour Studies, Organizational behavior, Human Resources and Psychology at work. Shilpa is passionate about writing, movies, and is a voracious reader.

     

  • The duo joins from McCann Bangalore and will report to Leo Burnett India CCO Raj Deepak Das

    Orchard gets Vinod Eshwer & Neel Roy Cruz as ECDs in BLR

    By A Correspondent

     

    Vinod Eshwer

    Orchard Advertising, a part of the Leo Burnett Group has strengthened its creative team with the appointment of Vinod Eshwer and Neel Roy Cruz as Executive Creative Directors based at its Bangalore office.

     

    The duo joins from McCann Bangalore and will report to Leo Burnett India CCO RajDeepak Das.

     

    Speaking on the appointment, RajDeepak Das, said, “Our extensive 5-month hunt for a creative leadership team at Orchard Bangalore ended with Vinod and Neel, who are extremely talented individuals having a strong desire to produce new-age integrated work by thinking beyond traditional media and delivering conversations, acts, and experiences to help brands achieve their goals in the marketplace.”

     

    Neel Roy Cruz

    Kaizad Pardiwalla, COO, Orchard Advertising, added, “Vinod and Neel coming on board to lead Orchard Bangalore’s creative team is a decisive step in making Orchard one of the best integrated communications company in India. Both are a highly talented  and celebrated team and their creative ideology is in sync with that of Orchard India’s i.e. to create acts based on strong ideas and insights which help bring alive the purpose of the brands and create a positive impact on our clients’ businesses.”

     

    Both Vinod and Neel have more than 15 years of advertising experience. Some of the brands that they have worked on together include TVS, Tata Beverages, Britannia and ITC.

     

  • J Walter Thompson names Tarun Rai as its new South Asia CEO replacing Colvyn Harris who will take up a global role as executive director, global growth and client development

    Tarun Rai to take charge at JWT South, Colvyn Harris gets global role

    By A Correspondent

     

    Tarun Rai

    J Walter Thompson, one of the largest advertising agencies in the world, has named Tarun Rai as its new South Asia CEO, replacing Colvyn Harris, who has been heading JWT in India for 10 years.

     

    Mr Rai was the CEO of Worldwide Media, a wholly owned subsidiary of Bennett, Coleman & Co Ltd that owns The Times of India and The Economic Times. Mr Harris will take up a global role as executive director, global growth and client development. Both Messrs Harris and Rai will report to Gustavo Martinez, global CEO at JWT. “This change in India management is on the back of my vision of creating a new style of management,” Mr Martinez said. “Tarun (Rai) has the global business acumen and pioneering spirit needed to lead JWT South Asia.”

     

    Colvyn Harris

    JWT is India’s largest advertising agency with annual revenues of Rs 2,000 crore. The new management will take to office in the third week of February. Mr Rai is a JWT veteran, having had a 19-year stint at the agency before quitting in 2008.

     

    As JWT South Asia head he will be in charge of the agency’s operations in India, Sri Lanka and Nepal, as well as JWT’s Indian companies Contract Advertising, Hungama Digital Services, JWT Mindset, Encompass and Social Wavelength. He will work closely with Nick Romas, JWT Asia Pacific CFO. Harris, in his new role, will manage JWT’s global growth and will primarily work out of its New York, London and Singapore offices.

     

    Mr Martinez said that the process of selecting a successor for Harris has been on for a while. Talking about the new management and creative leadership in India, he said, “I want to give Tarun Rai the time to come in and make his point of view (which Bob Jeffrey gave me) and allow him to set up his team.” At JWT, Mr Rai handled several major clients including Hindustan Unilever, Diageo, GlaxoSmithKline, Pizza Hut, DeBeers, ITC and Tata Steel.

     

    An alumnus of the London School of Economics, Tarun Rai has over 25 years’ experience in advertising and media. Mr Harris has completed 35 years at JWT, and his roles included being Contract Advertising CEO, JWT Colombo managing director. “Every day has been an opportunity across my professional career at JWT,” Mr Harris said. “I look forward to being an integral part of the global client development team.”

     

  • Gillette Venus has launched the "Use Your And" campaign to inspire women and girls to stand-up against one-dimensional labels

    Gillette Venus survey unveils interesting facets on women

     

     

    A new global survey by Gillette Venus reveals that most women around the world (70 per cent) have felt labeled by others. Those labels can be assigned as young as 10 years old and nearly half of those surveyed say those labels have had a negative effect on their lives (43 per cent). Despite the advances of women in the work place and home, the survey shows that girls still feel being labeled affects their self-perception and life choices.

     

    In response, Gillette Venus has launched the “Use Your And” campaign to inspire women and girls to stand-up against one-dimensional labels, encouraging them to #UseYourAnd and unleash the innate potential inside all women.

     

    As part of the campaign, Gillette Venus is releasing the new ‘And Stand’ video to spark a global conversation and inspire women to use their ANDs – all of the qualities, attributes and characteristics that make a woman who she is. The video features real women telling personal stories of lost potential stemming from labels, set against a re-mastered recording of the iconic ‘She’s Got It’ song.

     

    “We created this campaign based on what we were hearing from women. They feel that beauty brands tend to focus only on singular dimensions of women – either Super Model or Super Mom – when, in fact, most women are a fabulous mix of everything in between,” said Charlene Patten, Gillette Venus Global Brand Franchise Leader. “Women are limited by one-dimensional labels from a very young age, which leads to significant loss of potential. For example, if she’s labeled pretty, it is assumed she can’t be smart so she behaves accordingly. At Gillette Venus, we believe that all women have the right to achieve their full potential by embracing their ‘ANDs’ and not be limited by any ‘Ors’” said Patten.

     

    Gillette Venus is partnering with Claudia Chan, Founder of S.H.E. Summit Global Conference & Women’s Empowerment Expert, to educate women in identifying their stereotypical labels and support them to use their ANDs. Claudia’s expertise lies in making empowerment and mentorship available to all women with the belief that if women realize their potential, they will change the world.

     

    Through the “Use Your And” campaign, Gillette Venus invites women and girls to recognize their potential and embrace their unique and extraordinary qualities. Several social media executions will enable women to share stories on how they #UseYourAnd and the way they stand against labels that limit their potential to inspire others across the globe.

     

    Key Survey Findings

    The Global Labels Survey conducted by Wakefield Research for Gillette Venus also uncovered:

     

    :: Labeling/Stereotyping starts young and in school: The majority of women (70 per cent) surveyed around the world first felt constrained by stereotypes or labels as early as 10 years old, reporting their classmates as the top group of people (67 per cent) who have given them a label

     

    :: Women who’ve been labeled before more frequently label others: More women frequently label others who have been labeled themselves (62 per cent) vs. women who have never been labeled (34 per cent)

     

  • The outgoing WWM CEO will take over from Colvyn Harris who will assume a global role

    Change of Guard at JWT. Tarun Rai is new CEO South Asia

     

    By A Correspondent

     

    There is a change of guard at JWT in India. Gustavo Martinez, Chief Executive Officer of J  Walter Thompson Company,  announced that Tarun Rai will succeed Colyvn  Harris as CEO,  J. Walter Thompson South Asia, beginning early 2015. Mr Harris, 57, who has had a longstanding tenure with the company, will assume the role of Executive Director, Global Growth and Client Development, reporting to Martinez.

     

     

    In the role of CEO, Mr Rai will lead J Walter Thompson South Asia, which includes India,  Sri Lanka and Nepal, as well as J. Walter Thompson’s Indian companies, including  Contract Advertising, Hungama Digital Services, J. Walter Thompson Mindset, Encompass and Social Wavelength. He will report to Gustavo Martinez, and will work closely with Nick Romas, J Walter Thompson Asia Pacific CFO.

     

    “I am thrilled to welcome Tarun Rai back to J. Walter Thompson,” said Mr Martinez. “Tarun has the global business acumen and pioneering spirit needed to lead J. Walter Thompson South Asia. He was an important part of our, and now he will be a critical part of our future.”

     

    As was reported by MxMIndia on Monda, Mr Rai, 51, has announced his decision to leave Worldwide Media, where he held the role of CEO since 2008.

     

    “It’s wonderful to return home to J Walter Thompson during this pivotal time in the company’s history,” says Mr Rai. “Being away for a few years has given me an invaluable ‘outside-in’ perspective of the advertising business. Having a chance to head J. Walter  Thompson South Asia and work with Gustavo Martinez as he leads J. Walter Thompson into the next 150 years is a huge honour.”

     

    During his last tenure at J Walter Thompson, Mr Rai worked with clients like Hindustan Unilever, Diageo, GlaxoSmithKline, Pizza Hut, De Beers, ITC, Tata Steel, Nestlé, Hero, Godrej and Kellogg’s amongst others. He is someone who understands and reflects J. Walter Thompson’s values and ethics, notes a communique Mr Rai is an advertising and media professional with more than 25 years’ experience. He holds a business degree and is an alumnus of the London School of Economics.

     

    Mr Harris, who has spent 35 years at J. Walter Thompson, has been CEO of Contract Advertising and Managing Director of J. Walter Thompson Colombo, as well as holding various industry leadership roles and board positions, including President of the Advertising Agencies Association of India.

     

    Under his leadership, JWT has built a formidable reputation with a diverse spectrum of traditional, mainstream, activation, events and digital marketing services capabilities, including the acquisitions of Encompass, Hungama  Digital Services, Mindset and Social Wavelength, adds the communiqué. The agency also won its first Cannes  Grand Prix and first Titanium Lion under his leadership, and was the highest awarded Indian agency at Cannes 2014.

     

    “Every day has been an opportunity across my professional career at J. Walter Thompson,” said Mr Harris. “Building our capabilities to meet the ambition of our clients’ brands has been my relentless passion and purpose. I have worked with the most amazing and talented team one can ever hope for, and the bluest-of-blue chip clients across every category one can dream of. I am proud to have sustained and grown our client partnerships, and that our clients continue to be leaders in their respective categories for the ideas we have delivered for them. I look forward to being an integral part of the global client development team.”

     

    “I am deeply grateful for Colvyn Harris’ longstanding leadership and commitment to J Walter Thompson,” said Mr Martinez. “Colvyn has been a real asset and a great support during my first 11 months in the company. He will continue to help me further the growth of the company in this new role.

     

    “2015 will be a big year, especially for J Walter Thompson South Asia under Tarun’s leadership and vision,” he added.

     

     

  • Ajay Kakar, chairman and custodian of Effie India, presents a preview of the 14th edition of the ad effectiveness award to be held tomorrow

    465 entries, 214 judges… it’s Effie time!

     

    By Ajay Kakar

     

    It has now been 24 years since I joined Ogilvy and Mather. And a decade since I left the agency. And yet, while writing this article I remember something I heard during my Ogilvy stint – the spirit David Ogilvy believed in – the spirit of Divine Discontent.

     

    Now how’s that for “effectiveness”!

     

     

    Effie 2014 in Numbers

    14th Year of Effies in India

    465 Entries

    60 Participating Agencies

    214 Judges

    Rs 25,900 Entry Fee

     

    Today, I write this article not only as a client, but as the chairman and custodian of Effie India. And I do believe that the spirit of Divine Discontent best describes the journey and jihaad undertaken by The Advertising Club‎, to promote the cause of effectiveness in Indian marketing.

     

    As you may well know, Effie 2014 will be the 14th year ‎of our hosting this unique recognition, in India. Effie is a worldwide franchise.  It is the only award that recognises and rewards work that works in the market place. Effie is the only award that recognises and rewards both the client and agency. Effie is the only award in India judged by clients and agency representatives; not the creative leaders, but the thought leaders and business leaders.

     

    We celebrated Effie 2013 with great pomp and glory, in the presence of over 1,200 members of the advertising, media and marketing fraternity. We had received an all-time high number of entries, 419, from 52 participating agencies.

     

    And just when we thought that we have reached the peak, the response this year has overwhelmed us even further. We have received 465 entries, representing work from over 60 agencies. And the number of entries must be seen in the context of the Rs 25,900 entry fee, which is higher than the fee charged last year ie Rs 23,000.

     

    It is so gratifying to see the industry’s growing interest and commitment to effectiveness. Guess the Effies are a response to the now famous quote‎, “I know that 50% of my advertising works. But the problem is that I don’t know which 50%”.

     

    Our Effie judging process is worthy a mention. It is entirely paperless. And is conducted in Mumbai and Delhi, across two rounds. With such large number of entries, we like to ensure that each entry gets its due time and attention. I remember the days ‎when each jury member had to wade through 80-odd entries. And now we try to cap it at less than half that number. We aim to have at least 10 jury members go through every entry, comprising of at least 50 per cent clients.

     

    To give a sense of the magnitude, the Round 1 judging in Mumbai, this year, witnessed approx 63 judges, divided in 6 groups, screening 240-odd entries. While 52 judges did the same in Delhi, for 170-odd entries.

     

    So what differentiated this year’s Effie from the years gone by? A lot of the new facets were introduced to bring Effie India closer to the norms of the worldwide Effie franchise:

    – the campaign period for which entrie‎s were accepted, was increased to 15 months, to make it similar to that of Effie APAC

    – in keeping with recent trends in campaign creation, the provision to attribute entries to a Primary Agency and a Secondary Agency was introduced

    – this year, recognition will not only be given in the form of metals; Gold, Silver or Bronze, but also Finalists ie. those entries that move to Round 2, but do not win a metal

     

    On the eve of the 2014 Awards night, I look back with joy and pride. We do seem to have come a long way! So, is this the peak? The end of the road?

     

    The spirit of Divine Discontent assures me that the best has yet to come. Yes, it is true that the Effie is a marquee event from The Advertising Club of India. It has become the gold standard of awards in India. It has become the most credible and sought after award. Supported and respected by clients and agencies‎.

     

    But looking ahead, I am confident that the need and hunger for effectiveness will keep propelling this property‎ to greater highs, year after year. Budgets are scarce. And as against the spray and pray approach of the past, it is the sniper approach that we now look out for, where every bullet counts. And every bullet is expected to hit the bull’s eye, no less. Creativity is good. But creatives and campaigns that work, well that’s where any marketer will always prefer to put his buck.

     

    Ajay Kakar is CMO – Financial Services, Aditya Birla Group

     

  • D&AD CEO Tim Lindsay to host two special seminars in Mumbai and Delhi on how to impress global juries

    D&AD and Kyoorius FYI day to unveil secrets on ways to win awards

    By A Correspondent

     

    D&AD has announced two special seminar events in partnership with Kyoorius FYI day, unlocking the secrets to impressing the juries at the world’s biggest awards shows.

     

    Hosted by D&AD Chief Executive Tim Lindsay, the session will help one understand what jurors look for in submitted work, how the dynamics of a large and multinational jury differ from domestic and how juries compare work when arriving at a final decision.

     

    Each seminar lasts two hours and offers invaluable insight into how to tell stories about your entries that global juries can understand, as well as a chance to put questions to the head of one of the industry’s toughest and most prestigious award shows.

     

    Tim Lindsay

    Tim Lindsay, Chief Executive of D&AD commented, “I’m delighted to be travelling over to India once again, this time to take part in a special edition of Kyoorius’ FYIday. Over the past few years through our partnership with Kyoorius I’ve been able to experience first hand some of the fantastic creative work that is being produced by Indian agencies. I’m in no doubt that the quality is high enough to win honours at the world’s biggest shows and these sessions will give you the confidence and insight to go out and do just that.”

     

     

    Rajesh Kejriwal

    Commenting on this, Rajesh Kejriwal, Founder CEO, Kyoorius said, “Story telling is the most critical part about the entries for any awards. It can completely change the outlook of an entry. We’re very happy to have Tim Lindsay on board to share his expertise and guide the industry.”