MxMIndia

Category: ADVERTISING

  • Pitch-Madison Media Advertising Outlook revises its 2015 forecast upwards

    Adspend on TV grows sharply by 21%: Pitch Madison revised forecast

    By A Correspondent

     

    The Pitch-Madison Media Advertising Outlook has revised its forecast for 2015 upwards. Against the original forecast of 9.6% growth, projected in February 2015, the study has now revised its forecast upwards to 13.8% for the total advertising market. This upward revision is because of a steep increase in spends on TV during January-June 2015 period of  20.6%, a communiqué notes. This growth rate is likely to extend to the second half of the year too, resulting in a sharp growth in the TV advertising market of as high as 21%.  Such a high growth rate is unprecedented and has not been achieved in the last 5 years.

     

    Madison Media has not revised its forecast for Print, Radio, Cinema, Outdoor or Digital, which were earlier projected to grow as per table alongside, since it does not anticipate any major change in the growth rate projected, although actual growth rates for these media too may be marginally higher than the originally projected growth rates.

     

    Pitch Madison Media Advertising Outlook – 2015 Revised
     

    Original Growth Forecast 2015

    Revised Growth Forecast 2015 
    Television

    10%

    21%
    Print

    5%

    5%
    Radio

    6%

    6%
    Cinema

    9%

    9%
    Outdoor

    6%

    6%
    Digital

    29%

    29%
    Total

    9.6%

    13.8%
    Total Market Value

    Rs. 40,658 crore

    Rs. 42,234 crore

     

    The increase in the  advertising market from earlier projected 9.6% to 13.8% for full year and for TV advertising from earlier 10% to 21% for the full year, will result in the total market reaching Rs. 42,234 crore in 2015.

     

    Says Sam Balsara, Chairman Madison World, “If BJP promised Achhe din to all Indians, they have certainly arrived for the Indian Television Industry. A 21% growth coming on the back of a 14% growth in 2014 and without the Elections is quite unprecedented and shows the optimistic outlook of industry in Indian markets and the aggressive stance they are willing to take to protect and grow their market share. The growth is also significant in the light of growing conversations around Digital.”

     

    Highlights of advertising spending on TV in the period January-June 2015:

    TV spends have increased by 21% in H1’15 with total revenue of  Rs. 8200 crore as against Rs. 6800  crore in H1’14.

    a. The main categories who have fuelled the overall growth in H1’15 are E-commerce (+70%), Automobiles (+55%) and FMCG (13%). HH Durables and BFSI categories also increased their ad spends by more than 45%. FMCG has been largest contributor in absolute terms contributing as much as Rs. 4,200 crore and accounts for 51% of the total TV spend. E-Commerce players grew by 70% and now account for 6% of the market.

    b. Total FCT volume across all genres/channels has increased by 14%. FCT of SD channels increased by 11% and HD channels by 224%.

    c. Overall FCT of SD feed on Hindi Mass Genres (GEC + Movies) has increased by 8% comparing like to like channels.

    d. Many channels have telecast more than 12 mins/hr of FCT across all leading channels resulting in increase in ad revenue.

    e. New channel launches in Hindi Mass Genres (Sony Max2, Epic & TV, Sony Pal, Zindagi) from existing bouquets and spends on HD channels also resulted in a hike in advertising revenues.

    f. ICC Cricket world Cup, IPL, Delhi State Elections also contributed to the overall growth in H1’15.

    g. Finally, in H1’15 TV is the largest contributor to the total advertising pie with a share of 40% as compared to 38% in 2014.

     

  • The account will be managed by the agency's North team

    DDB MudraMax wins the media mandate for Modi Naturals

    By A Correspondent

     

    Following a multi-agency pitch, DDB MudraMax has bagged the media mandate for Modi Naturals, one of India’s fastest growing FMCG companies, with innovative products in the edible oil category. The account will be managed by the agency’s North team.

     

    The company’s flagship brand ‘Oleev’ has been launched in four variants. One of the variants- Oleev Active is a healthy blend of Olive and Rice Bran Oil, specially created to fulfill the demands of modern lifestyle. The product competes in the value added health oil segment with brands such as Saffola and Sundrop. The three other variants are Oleev Extra Virgin, Oleev Extra Light and Oleev Pomace.

     

    Touted as a multi-crore account, Modi Naturals has been built by the young scion Akshay Modi in the last 5 years and has aggressive future plans.

     

    Talking about the product, Akshay Modi, Director, Modi Naturals, “Oleev is already giving stiff competition to market leaders across retail channels in the country.”

     

    Commenting on the association with DDB MudraMax, he further added, “We were impressed with DDB MudraMax’s thinking, passion and ability to seamlessly integrate all initiatives under one roof.”

     

    Commenting on the account win, AmitaKarwal, EVP, DDB MudraMax- Media quoted, “We are delighted to be associated with Modi Naturals which shares the same entrepreneurial values as us. I along with my team look forward to building a formidable brand.”

     

  • Multimedia campaign across print, radio and online media

    Space makes all the diff for K Raheja Corp’s brand campaign

    By A Correspondent

     

    Leading real estate developers K Raheja Corp has launched a marketing campaign pegged on ‘space’. The campaign communication reads ‘Space makes all the difference’. Developed for Raheja Vistas Premiere – Pune, the campaign will roll out in the Pune market in phases across the mediums of print, radio and digital. The print ads juxtapose cramped lettering with well laid out text to elucidate the need for, and value of- space.

     

    Conceptualised by creative agency Utopeia Communicationz, the campaign aims to drive home the invaluable message that ‘Space is the ultimate luxury’: 20 acres of space for spacious floor plans; grand parking spaces; a 7-acre greenland with best in class amenities; space that allows one to enjoy the luxury of privacy; peacefully enjoy festivals and special occasions; space in a gated, serene community.

     

    Vinod Rohira

    Speaking about the campaign, Vinod Rohira of K Raheja Corp said: “In a time where space is a luxury, the availability of liberal amounts of it is definitely a huge advantage, and we have focussed on this single feature to showcase the merits of Raheja Vistas Premiere. Timed for the festive season, with a carefully selected media mix across print, radio and digital we look forward to this campaign successfully meeting our business objectives.”

     

    Commented Sean Colaco, Creative Head & Director, Utopeia Communicationz: “Allowing us an opportunity to creatively focus on and leverage the many benefits of space, from privacy to extensive amenities. In the crowded cities we live in, the offering of space resonates well with the audience.”

     

  • Consumer reach facilitated further in the virtual world with the launch of ASCIonline mobile app

    ASCIonline App gets a thumbs-up from consumers

    By A Correspondent

     

    With a purely organic reach approach, ASCIonline mobile app has garnered good success and has directly seen a boost in the numbers of complaints received. Now complaints through Mobile App are contributing to almost 15 per cent of the total number of complaints received by ASCI. The app has surpassed 1000 downloads within just two months since its launch on 17th June, 2015.

     

    ASCIonline is India’s first mobile app to facilitate convenient filing of complaints against misleading of advertisements. It is the first time that a Self-Regulatory Organization like ASCI has leveraged the power of technology anywhere in the world, although there are over a 100 bodies in as many countries created to do an identical job as ASCI.

     

    Speaking on the occasion, Narendra Ambwani, ASCI chairman said “While the web-based online complaint registration system has been functional for over three years, the Mobile App has truly broken the “Reach” barrier. With the dramatic and ever growing increase in Smartphone penetration and its use for various transactions, the Mobile App has been a great enabler for end Consumers. Analysis of complaints received via Mobile App is the real “proof of the pudding”.

     

    For promoting the Mobile App, ASCI coined the “SnapItandAppIt” tagline as the App allows one to take a picture of the objectionable ad and send it through the App to ASCI. Social Media is being leveraged to create awareness. Prasar Bharati of the Government of India also took note of this Mobile App and actively supported this by tweeting about the app. Even industry stalwarts and twitteratis like Rajan Anandan (MD, Google), SK Swamy (MD, RK Swamy BBDO), Sanjeev Kotnala (Head Catalyst, Intradia), Paritosh Joshi (Director, Provacateur) created a buzz causing a ripple effect.

     

  • Ishrath has spent about 14 years in advertising, having worked across Saatchi & Saatchi, Rediffusion DYR, Network Advertising and Draft FCB+Ulka

    Ishrath Nawaz appointed CD at Soho Square

    By A Correspondent

     

    Soho Square Mumbai has announced the appointment of Ishrath Nawaz as Creative Director, Soho Square Mumbai.

     

    Speaking on his appointment, Soho Square Executive Creative Directors, Anuraag Khandelwal and Satish Desa, had this to say, “Our young, and dynamic team is a constantly evolving one. Our focus is to continuously adapt to new age ideas and ideals, with growth that is not just exponential but organic as well. Ishrath brings with him a unique mix of talents and a crisp understanding of different brand segments. We believe he has what it takes to strengthen our vision.”

     

    Ishrath Nawaz

    Ishrath has spent about 14 years in advertising, having worked across Saatchi & Saatchi, Rediffusion DYR, Network Advertising and Draft FCB+Ulka. He has worked on the successful launches of several top brands including Indigo Manza, Tata Docomo, Jaguar, Skoda Rapid, Ariel, head&shoulders and Bajaj LED.

     

  • Grofers has quickly established itself as the leading choice for consumers wishing to shop their wares via digital platforms

    With Grofers win, Lowe Lintas Mumbai unveils refreshing brand campaign

    By A Correspondent

     

    Local e-commerce platform, Grofers has appointed Lowe Lintas Mumbai to launch its inaugural brand campaign in India. The mandate for Lowe Lintas Mumbai is to build brand Grofers and establish it as the one-stop destination for all things grocery & home needs, on the digital platform.

     

    Launched in December 2014 as an on-demand delivery service that connects consumers with local merchants in the neighbourhood, Grofers has quickly established itself as the leading choice for consumers wishing to shop their wares via digital platforms. Having started its operations with Delhi NCR, Grofers today operates out of 27 cities throughout India.

     

    As part of the launch exercise, Lowe Lintas Mumbai would be unveiling a series of four films that would comprise a central brand film of 45 seconds and three additional films of 30 seconds each that would highlight the service features of Grofers. The entire campaign would work towards promoting the USP of Grofers as an online on-demand delivery service expert. Through the launch campaign, Lowe Lintas Mumbai and Grofers have presented a brand that understands how young India lives; a brand that recognizes today’s mad rush where we often end up compromising on our basic daily needs. Thus, an app like Grofers, which offers a wide range of products across categories, guaranteed quick delivery and other special features like assurance on only the freshest and best produce reaching you at just the click of a button, comes as a much needed helping hand.

     

    Sharing his views on the partnership and the new positioning that the brand has undertaken, Albinder Dhindsa, Co-founder, Grofers said, “We are now in 27 cities across India and offer a rich mix of everyday use products that consumers need. As such, we felt Lowe Lintas Mumbai was the right partner to help us communicate the value of our offering to consumers. We are building our brand on understanding our customer’s wants and needs – wanting to enjoy their time but needing to take care of daily chores as well. Hence, the proposition of ‘We get it’ bodes well for the brand.”

     

    The core theme around the campaign is based on the simple consumer understanding that most working people, especially young couples face — spend most of their time at work. They do not have enough time balancing work and the basic needs at home. In the melee, things that are not on top priority, like home needs and kitchen restocking – mostly things that are seen as chores – get put off until the absolute last minute. But Grofers as a brand with its unique offering helps today’s working couples inch a step closer towards achieving the coveted dream of striking a work-life balance.

     

    Elaborating on the collaboration between the two, Shantanu Sapre, Executive Director, Lowe Lintas Mumbai said: “I am happy that Grofers chose us to chart out their brand journey in India through the inaugural launch campaign. The excitement on this launch is high; in this I see an interesting challenge, as the category is as yet nascent. This provides Lowe Lintas Mumbai with the opportunity to create a unique brand voice in an unexplored category. Thus, what we present to the audience is a quirky, witty and playful communication that will help us make Grofers a household name.”

     

    As an on-demand, hyper local, ecommerce application Grofers provides doorstep delivery in just a few clicks. From groceries and fresh fruits & vegetables to bakery products, cosmetics and even electronic accessories, the app is currently available on Android and iOS thereby providing maximum coverage of the smartphone market in India.

     

    Arun Iyer

    Elaborating on the creative approach behind the brand campaign, Arun Iyer, Chief Creative Officer, Lowe Lintas said, “The challenge was to give the brand meaning in the lives of these young working couples. It is a well-known fact that women have always found men who share domestic responsibility, more appealing. I’m certain this holds even truer for the young working women of today – given they are constantly trying to successfully juggle work and home. It is this insight that we played on for the Grofers campaign. The brand understands their life and submits to the women that they ‘won’t always get what they want’ and that is exactly where Grofers steps in and gets them ‘what they need’- a husband who shares the domestic responsibility of lending a helping hand, all at the convenience of the Grofers app.”

     

  • Strategic move to accelerate bigbasket's expansion plans across India

    bigbasket ropes in Shah Rukh Khan as Brand Ambassador

    By A Correspondent

     

    Online supermarket player bigbasket has unveiled a new and fresh brand identity and announced superstar Shah Rukh Khan as its brand ambassador.

     

    “bigbasket has grown at an unprecedented pace over the last couple of years. We’ve added new business lines, expanded our product lines and added more cities to our roster. Today, online grocery shopping is a way of life for lakhs of people in India and bigbasket has become a household name. As we elevate our company into a new growth orbit, we felt it apt to bring a versatile icon like Shah Rukh Khan on board as the brand ambassador to propel us forward,” said Hari Menon, CEO, Bigbasket.

     

    bigbasket is charting an aggressive growth path and is planning to expand into 50 non-metro cities by the end of this year. The company is now slated to launch a one-hour express delivery shortly in all the cities it operates in, also to launch Speciality Stores offering unique merchandise too. bigbasket had recently launched premium coffee under the brand, and is all set to serve up few more exclusive products in the days to come.Bigbasket has also launched new versions of its mobile apps supporting Android and iOS

     

    bigbasket offers convenient, one-stop online shopping for high quality, fresh products at competitive prices delivered right to a customer’s doorstep. With a catalogue of over 15,000 products including fresh fruits and vegetables, grocery and staples, meats, personal care, and home and kitchen products, bigbasket delivers everything a household may need. With guaranteed on-time delivery, a guaranteed order fill rate and a no questions asked return policy bigbasket is the leading choice for today’s grocery shoppers.

     

  • Sanjeev Kotnala and Jaisurya Das on what made IAA India's Silver Jubilee event a memorable outing

    Kochi Summit: Mini-AdAsia, only better

    Jaisurya Das: 10 Takeaways from the IAA Silver Jubilee Summit 

    By Jaisurya Das

     

    The largest media and advertising Summit Kerala has ever hosted came to a close with lots of plaudits for its organisers. Here’s a doggy bag of takeaways from IAA India’s Silver Jubilee Summit

     

    1. Brands are made by People, says Amitabh Kant, Secretary, Industrial Policy and Promotion, Government of India

     

    2. The next big star will not be from Films & Television. He/She will undoubtedly be from the Digital World: Shah Rukh Khan

     

    3. Focus on Solutions. Take that extra step. Don’t give up: Sachin Tendulkar

     

    4. Advertising needs a new business model. A new world order is where you make money because you do good. Today’s marketing is about co-creation; tomorrow’s marketing is about co-action . Cindy Gallop, Founder and former Chair of BBH, USA and founder of the MakeLoveNotPorn, New York

     

    5. Put your best in what you do and people reach out themselves to work for you: Ritesh Agarwal, 21-year-old founder of OYO Rooms

     

    6. Think of relevance instead of disruption. Online Companies will have limited Reach. Only one can become #1: Fernando Ortiz-Ehmann, Senior Strategist, Saffron Brand Consultants, Madrid

     

    7. Social is set to disrupt all that we believed is gospel in marketing . All the four Ps are set to be disrupted But social media cannot make your brand better: Simon Kemp, Regional Managing Director, We Are Social, Singapore

     

    8. It’s not easy for an Indian company to build globally acceptable brands. Understanding the equity of tradition is critical: Sanjiv Puri, President FMCG, ITC Ltd

     

    9. Engagement and conversation is the essence of a social network like Twitter: Parminder Singh, Managing Director, Twitter (South East Asia/ India/ MENA).

     

    10. Content is no longer about newspapers and magazines. It’s about creating properties that are exclusive. It’s important to be in the Content Business and not the Advertising Business: Rahul Welde, Vice President – Media, Unilever Asia, Africa, Middle East, Turkey & Russia

     

    This article first appeared in dna of brands dated September 7, 2015

     

     

    		 Sanjeev Kotnala: Mini-AdAsia, only much better! 

    By Sanjeev Kotnala

     

    The International Advertising Association India Chapter’s Silver Jubilee Summit ended at Kochi with a bang. It was almost like a mini-AdAsia, but with much better content. All sessions were rich in content and context. They referred often to global examples, but the talks were tailored to the Indian experience and relevance.

     

    The tempo was set on the inaugural day by a much-appreciated session by Amitabh Kant, on Branding India. The format — banking on keynote speakers to deliver precise and focussed content, rather than have a panel discussion — was a huge success. A 50:50 mix of Indian and foreign speakers delivered engaging messages on ‘What’s coming next’, which was the theme of the summit.

     

    The presentations that brought the house to attention were ‘Make your own change- designing the future you want’ by Cindy Gallop, founder of MakeLoveNotPorn; ‘Technology as an Aggregator’, by Parminder Singh, MD Twitter (SE Asia/India/MENA); ‘How programmatic works’ by Michel de Rjik, CEO Xasis Asia pacific and ‘Meet the Champion Disruptor’, a conversation with Ritesh Agarwal, Founder of OYO Rooms.

     

    One must make special mention of Ralph Simon, Chairman and CEO, Mobilium Global Group who incorporated local nuances and current Indian topics (even delivered in Hindi) while speaking on ‘What’s coming next to brands and products through Mobile’.

     

    In India, three things work the best: Cinema, cricket and politics/religion. The summit had elements of all three with sessions by Shah Rukh Khan, Sachin Tendulkar and Sadguru Jaggi Vasudev.

     

    Not to forget the mega-evening at Bolgatty Palace by Mathrabhumi. It was a provided a rich experience of Kerala culture, street cuisine and hospitality. Kudos to the IAA team for arranging lovely hotel packages and a reasonable delegation fee structure that ensured a lot of regular people – including students from Kerala — could attend. It was a pleasant surprise to find most of the sessions sticking to the time limit.

     

    If I rank the summit a nine out of 10, rather than give it full marks, there are three reasons for it. First, because of the lack of effective Wifi access. Second, for cutting short many talks on Day 3 only to allow Arnab Goswami a lengthy session on ‘Why I chose to disrupt TV News’, which was already covered at Goafest. And third, for not inviting me to the Chill Room! 🙂

     

    Sanjeev Kotnala is a senior media and marketing/brand strategy consultant. This article first appeared in dna of brands dated September 7, 2015

     

     

     

  • The angry baby photos attract your attention and lead you to an important message

    The Social Street makes angry babies dot the country skyline

    By A Correspondent

     

    IDBI Federal Life Insurance has launched its outdoor campaign with The Social Street to promote its insurance solutions for children’s future

     

    Hoardings across prominent locations in the country are plastered with grumpy baby faces after private life insurer, IDBI Federal Life Insurance launched its funny, yet hard-hitting, outdoor campaign to promote its child plans category – Childsurance.

     

    The angry baby photos attract your attention and lead you to an important message – the child will not look this cute when he /she is angry at the age of 18 years! With inflation in education costs ballooning year after year, it is important that young parents systematically plan for the future needs of their little ones. The outdoor campaign, like the other campaigns from the company, adds a bit of humour to communicate an important message. The campaign spans 105 towns in the country.

     

    Explaining the objective of this campaign, Aneesh Khanna, Chief Strategy and Marketing Officer, IDBI Federal Life Insurance, said, “According to a survey, about 60% of Indian parents are worried about the rising education costs. According to the National Crime Records Bureau statistics, an Indian dies in an accident every 90 seconds. With such uncertainty and rising costs, the biggest worry in the minds of today’s young parents is, whether their goals for their children will be fulfilled, especially in their absence. Our children’s insurance solutions address these concerns effectively. The plans not only help customers build a sizeable corpus, but also offer life cover. The waiver of premium benefit ensures that the plan continues even in the absence of the parent and children’s future needs are secured no matter what.”

     

    He adds, “The message of angry babies is so strong and striking at the same time that we thought an outdoor campaign would effectively communicate the campaign thought. The best part about this campaign is that while it gives a gentle nudge to young parents to plan for their children’s future needs, it takes does so by taking a complete departure from regular advertising featuring babies. While you would see happy baby faces in most advertising, ours features angry babies and this has caught the attention of the audience.”

     

    Say’s Pratap Bose Founding Partner and Chairman of The Social Street … ’’The Childsurance campaign from IDBI Federal is indeed an intriguing one, as the cute angry babies immediately draw your attention. Large scale formats in the OOH space, enables the imagery of the visual to be disproportionately large, so as to draw attention and drive home the point that your child’s insurance is certainly not something that you can take for granted’’

     

    Nitin Rastogi Associate Vice President The Social Street adds “We executed The Childsurance campaign in 105 cities, with more than 900 billboards  pan India in Phase 1, we planned & shortlisted each and every media considering the creative, even the way the baby looked towards the traffic as per the positioning of each site. The beauty of the outdoor is that you can use the creative suitable to each and every medium, which no other medium offers, and we’ve tried to explore this effectively in this campaign, in phase one we integrated the campaign with radio, and in phase two we’re planning to take it a step further with on-ground activation & digital”

     

  • Vandana Verma named Executive Vice President

    Leo Burnett launches Leo Burnett Experience

    By A Correspondent

     

    The Leo Burnett Group India announced the launch of Leo Burnett Experience, a specialist unit that will focus on rural marketing, activation, events and exhibitions across metros and 5,000 small towns and cities.

     

    Leo Burnett Experience has a pan-India presence with a team of 40 professionals working on some iconic brands in the country such as Dabur, Vodafone, Uninor, McDonald’s, ITC Foods, OnePlus, Amazon, P&G, Fiat, Axis Bank, Ruchi Group, and Bajaj Discover.

     

    Leo Burnett Experience offers a unique solution for brands and operates under its global philosophy of PLAY, BUY, SHARE. Vandana Verma, Executive Vice President, Leo Burnett Experience, will oversee the division’s operations. She will report to Group CEO Saurabh Varma and will be based out of Leo Burnett India’s Mumbai office.

     

    Apart from Vandana, the leadership team of Leo Burnett Experience includes Nishith Sharma (National Creative Director), Ankit Grower (Head of North and East), Pratik Maitra (Head of South), Sandesh Shetty (Head of National Operations) and Kiran Dodiya (Head of West).

     

    Commenting on the occasion, Saurabh Varma, CEO, The Leo Burnett Group India, says, “One of our key HumanKind pillars is participation. It is my belief that the future is in creating experiential platforms. Our unique methodology of PLAY, BUY, SHARE gives Leo Burnett Experience a truly differentiated offering. Already it is the fastest growing part our business. And our ambition is to add technology to create immersive experiences for consumers.”

     

    Vandana Verma, Head of Leo Burnett Experience throws some light on the division’s unique offering, “ROI is the biggest black hole in India’s experiential industry. None of the existing agencies seem to effectively manage crisis and identify likely risks that affect ROI. At Leo Burnett Experience we give foremost importance to foreseeing risks and managing real time crisis to maximize the output for clients. Our revenue growth has been significant in the last 18 months. Going forward we will build on this momentum and surpass the industry average growth of 25%. We define our objectives clearly and develop strategies based on HumanKind’s philosophy of building brands and changing human behavior using creativity. As for the most exciting opportunity – it is the rural markets, where brands are increasingly demanding strategy based experiential services – a big gap in the industry which we will address. These are surely exciting times at Leo Burnett Experience.”

     

  • Salt Brand Solutions is a young, holistic communications organisation, founded in 2011, that aims to be the best new-age business partner for its clients

    Siddhartha Singh named CEO and Arun Divakar is NCD at Salt Brand Solutions

    By A Correspondent

     

    Salt Brand Solutions has rejiged its top management. Siddhartha Singh will take over as Chief Executive Officer and Arun Divakar will head creative as National Creative Director.

     

    Sid, as he is fondly called, is one of the founder members of Salt and till now was Executive Vice President. He has almost two decades of experience across leading agencies like Leo Burnett, Ambience Publicis and Rediffusion – Y&R. His portfolio includes TVS Suzuki, Westside, ICICI Bank, Nerolac Paints, HomeTown, Rasna, DB Realty and many others.

     

    In his new role, Sid plans to “up the ante on product delivery, ensuring it is above industry standard and pushes the agenda of being best new-age business partners to our clients. This is something we have practiced tor the last four years and today feel confident and capable of delivering. In addition, I want to instil brand thinking that cuts through the jargon, brings in simplicity and germinates from a client’s business problem rather than lofty brand ideologies”.

     

    On the other end of the spectrum is Arun Divakar, who will now be responsible for the complete creative portfolio of Salt. He launched his career as an account executive, but quickly realised he was a better art director than the ones he was listening to! He has worked with Flagship and Saatchi & Saatchi in Mumbai, and Classic Partnership, O&M, Y&R and TBWA in the U.A.E, before taking on the role of Regional Creative Director, Pirana which he helped he set up in the U.A.E. In 2014 he moved back to India and joined Salt Brand Solutions.

     

    Defining the road ahead, Mahesh Chauhan, Founder, Salt Brand Solutions, says: “Kali has been the proverbial madman of Salt. His talent coupled with his joie de vivre has transformed our work and culture beautifully. Sid, on the other hand, has been a pillar over the past four years of Salt and has seamlessly transitioned into this role. He is widely respected and brings great gravitas to our offering as an organisation.

     

    With these elevations, I will now be spending my time driving ideas for our clients. This will involve working seamlessly with both the strategy and creative teams. The end objective being consistently superior work for all our partners as well as properties that we develop for ourselves.”

     

  • MOMS came up with an innovation showcasing a live analogue clock with the hour and minute hands replaced by the Engage Men's & Women's – All Day long variants

    Madison OOH creates an innovative campaign for ITC’s Engage Deo

    By A Correspondent

     

    Madison OOH, the outdoor arm of Madison World has done an innovative outdoor campaign to promote ITC’s Engage Deo’s new variant All Day Long for men and women in Mumbai.

     

    The brand stands for the proposition of all day long fresness and therefore MOMS came up with an innovation showcasing a live analogue clock with the hour and minute hands replaced by the Engage Men’s & Women’s – All Day long variants.

     

    Dipankar Sanyal, COO MOMS, says “We have been working with ITC brands over the last 6 years. It is always a pleasure to work with the brand and come up with intersting, innovative, disruptive Outdoor strategy and execution to create high level engagement for consumers.”

     

    The recent Mondelez Oreo campaign in Mumbai and the Bandhan Bank launch campaign were also excuted by MOMS.

     

    Madison OOH has won several awards recently including 1 Gold, 1 Silver and 5 Bronze at the OAC awards last week, a Gold at Goafest Abby 2015, 16 awards at E4M Neon Awards 2015 and 12 awards at Asian Consumer Engagement Forum 2015.