MxMIndia

Category: ADVERTISING

  • That’s for India, but globally the luxury adspends are growing 3% in 2016 as per Zenith

    India luxe adspends grow @30%: Zenith

     

    By A Correspondent

     

    Anupriya Acharya

    The country is witnessing a wave of investment, positive sentiment and an increase in the sheer number of High Net Worth Individuals (HNWI). The luxury market in India has been growing at a CAGR of 25% over the last couple of years, says Publicis Media India CEO Anupriya Acharya.  Adspends in India are said to be growing at 30% in the luxury sector.

     

    Acharya spoke as Publicis Media agency Zenith’s new Luxury Advertising Expenditure Forecasts reports expenditure on luxury advertising will rise by 3.0% in 2016,up from 1.9% in 2015. This acceleration will be driven by recovery in Asia and Eastern Europe after a tough year in 2015. Luxury advertisers will spend a total of US$10.9bn across the Top 18 markets in 2016, up from US$10.6bn in 2015.

     

    This is the second annual edition of the Luxury Advertising Expenditure Forecasts,which examines expenditure on luxury advertising in 18 key luxury markets. The 18 markets are China, Colombia, France, Germany, Hong Kong, Italy, Malaysia, Mexico, the Netherlands, Peru, Russia, Singapore, South Africa, South Korea, Spain, Taiwan, the United Kingdom and the United States of America. Yes, it doesn’t include India.

     

    As with Zenith’s Advertising Expenditure Forecasts, this report provides historic expenditure figures and forecasts by medium. However, the study focuses specifically on luxury advertising, together with the sub-categories of luxury automotive, fragrances & beauty, fashion & accessories, and watches & jewellery.

     

    The luxury advertising market slowed from 2.9% growth in 2014 to 1.9% growth in 2015 as advertisers reacted to slowdown in the BRIC markets as well as to local conflicts and terrorism. Adspend shrank by 1.4% in Asia and by a massive 20.3% in Eastern Europe (mainly the result of the oil crisis and rouble devaluation in Russia), but the global total was buoyed by strong growth in North America (3.6%) and Western Europe (4.7%).

     

    Specifically on India, Acharya adds: “Currently, it is estimated to be in the region of $14.7 bn and estimated to soon cross 18.3 $ bn. Fragrances, watches and jewellery are top sellers in the luxury market, followed by skincare, apparel and fine dining. Consumers today aspire for value, even if it means paying a premium for it.”  The Delhi NCR market accounts for the highest SEC A market, followed by Mumbai, Bengaluru and Chennai.  Non-metro cities such as Ahmedabad and Chandigarh are also growing in terms of income and propensity to buy luxury goods.

     

    Zenith forecasts Asia to return to 2.9% growth in 2016, while the decline in Eastern Europe slows to 2.8%. North America will stay strong, with 3.9% growth, but Western Europe will slip back to 1.7%. Overall ZO forecasts 3.0% growth in luxury adspend across our top 18 markets in 2016.

     

    Luxury advertising is growing less rapidly than advertising as a whole. Notes the report: “Across our top 18 markets, luxury advertising grew by 2.9% in 2014, compared to 5.6% for advertising as a whole, and 1.9% in 2015 (compared to 4.1%). We forecast this underperformance to continue, with luxury advertising growing 3.0% in 2016 compared to 4.5% growth across all categories. “

     

    The USA and China are driving growth in luxury advertising: Between 2015 and 2017, ZO forecasts luxury advertising to grow by US$705m. 82% of this growth will come from the US (US$347m) and China (US$228m). The US and China are the largest and second-largest luxury ad markets respectively, accounting for 45% and 21% of luxury adspend in 2015. Germany is third, followed by France and the UK. “We expect to see very little growth from France, which is suffering from persistent unemployment, low confidence and low economic growth,” the report adds. Zenith forecasts the UK to overtake France to become the fourth-largest luxury ad market this year.

     

    Digital will be the largest luxury advertising medium in 2017: Digital advertising is by far the biggest contributor to the growth in luxury advertising, growing consistently at double-digit rates. ZO expects digital media adspend by luxury advertisers to increase by US$837m between 2015 and 2017. Over this period, television, radio and cinema will increase by a total of US$26m between them; outdoor will shrink by US$10m; and print will shrink by U$150m.

     

    By 2017, print will account for 28.6% of total luxury adspend, down from 31.9% in 2015. TV’s market-share will also decline over the same period, from 32.7% in 2015 to 30.7% in 2017. Digital’s market-share will increase from 26.3% in 2015 to 32.1% in 2017, when it will overtake TV and print to become the single largest medium for luxury advertising.

     

    Print rules for ‘high luxury’ advertisers: Despite its decline in marketshare, print remains particularly important to luxury advertisers, specifically those in the fashion and accessories and watches and jewellery sub-categories. In 2015, fashion and accessories advertisers spent 83% of their budgets in print, and watches and jewellery advertisers spent 60%. Print titles –especially glossy magazines – provide high-quality, immersive yet relaxed reading experiences, a particularly suitable environment for luxury advertisers wishing to showcase their brand values.

     

  • Looking how IPL fared on the social media, courtesy MESH, the data analysis tool from Maxus India

    Discovering the Buzz around IPL9

     

    By A Correspondent

     

    MESH, the proprietary tool for data analysis from GroupM agency Maxus India has been analysing Season 9 of the Indian Premier League from the digital media point of view.

     

    Here’s the analysis in brief. Also, please look up the PPT attached to this story for a graphical representation of the findings.

     

    Here goes:

    1. IPL 2016 clocked more than 3.1 mn mentions with last week witnessing a jump of 74% in conversations vs IPL 2015’s last week

     

    2. #PepsiIPL had generated twice more mentions in 2015 vs #VivoIPL in 2016

     

    3. RCB was the highest buzzing team followed by KKR and Sunrisers Hyderabad

     

    4. While Virat and AB De Villiers were unquestionably the top buzzing players of IPL 2016, Sunrisers Hyderabad’s captain David Warner’s winning the IPL 2016 trophy secured him 7th position in the most mentioned player tally.

     

    5. Aakash Chopra and Sidhu were the most-talked-about commentators in IPL 2016

     

    6. Mobile handset manufacturer Vivo clocked the maximum mentions with #VivoIPL followed by Kingfisher’s #UnitedbyGoodTimes and Freecharge’s #LoDoKhatamKaro

     

    7. Top Buzzing sponsors basis category

    a. Telecom Vodafone #BeSuper
    b. Mobile Wallets Freecharge #LoDoKhatamKaro
    c. Mobile Handsets Vivo #VivoIPL
    d. Beverages Kingfisher #UnitedByGoodTimes
    e. Appliances Lloyd #PlayBoldBeBold
    f. Automobiles Maruti #Glamshot
    g. Building/Construction Ultratech #UnShakableSpirit
    h. DTH DishTV #MasalaMaarKe
    i. Banks Yes Bank #BattleofFans
    j. Airlines Jet Airways #TrueMIfan
    k. Others Ola #OlaMatchMania

    Congratulatory messages from the cricket fraternity and Yuvraj winning some major titles were among the most RTed tweets around IPL Finals.

     

    9. Congratulatory messages, Contests & Polls were the key for brands to get maximum engagement.

     

    10. Celebration moments shared by IPL and other Instagram handles were the highest engaged ones.

     

  • Aims to raise awareness amongst consumers about quality of spices

    Tata Sampann Masale rolls out new campaign

    By A Correspondent

     

    Tata Sampann launched their new campaign for Tata Sampann Masale titled ‘Aaj ka masaledar sach’. Aimed at raising consumer awareness about the quality of spices, the campaign features celebrated Chef Sanjeev Kapoor and introduces consumers to the hard truth of how common market spices are drained of their natural oils and colors, and are not sourced from the right place of origin, which hampers taste, color, and flavor. Tata Sampann Masale aims to recreate the authentic taste and aroma of Indian food, and the latest campaign carries the brand’s philosophy forward that natural goodness is the way to go for a healthy, balanced life.

     

    ‘Aaj ka masaledar sach’ is a 360 degree integrated marketing campaign that uses print, TVCs, social media, radio communication, as well as out-of-home activities to engage with the consumers. The first two TVCs of the campaign went live this week, reiterating how natural oil retention and sourcing of spices from favorable terrains influence the taste and flavor of food. The outdoor activation of the campaign targets housing societies through the branded van ‘Masaledar sach Express’, and through social media content and digital videos, the campaign seeks to engage with its consumers. In addition to educating consumers about various aspects of selecting spices, ‘Aaj ka masaledar sach’ campaign also highlights how ‘sarvagunn sampann’ Tata Sampann Masale retains its natural oils and color because of its sourcing from the best farms in Kerala, thereby, bringing good health and wellness to its consumers. Chef Sanjeev Kapoor lends his culinary expertise to the campaign and is the face of the TVCs, print and radio ads.

     

    Talking about the new campaign, Sagar Boke, Head – Marketing, Consumer Products Business at Tata Chemicals Ltd., said, “The real flavor of food stems from the spices used while its preparation. In fact, authentic flavour goes deeper into the origin and quality of good, natural spices which have been proven to retain distinct health benefits. Our campaign, ‘Aaj ka masaledar sach’ aims to engage consumers and bring to their attention how important it is to use masalas which have their natural goodness intact for healthy living. The campaign employs multiple consumer touch-points and have been created with visuals and required effects to deliver this message. With Tata Sampann Masale, we aim to provide consumers with authentic spices that add rich flavor and aroma for authentic Indian cooking.”

     

    Uniquely developed with pure, fresh, and authentic ingredients by brand ambassador Chef Sanjeev Kapoor, the blended Tata Sampann Masales come in a 5-in-1 pack where each 100 gram pack is further bifurcated into 5 packs of 20 grams each, to preserve its aroma, taste and color, thus keeping their ‘goodness intact’. The offering comprises of ten products ranging from everyday spices, such as chilli and turmeric powder, to specific blends such as ‘dal tadka masala’ and ‘punjabi chole masala’, which have been specially formulated to delight consumers’ taste buds and deliver the authentic flavor of each dish. Sourced from regions where climate and terrain benefit its natural flavour, the Tata Sampann Spices retain their naturally available volatile oils, giving fuller aroma and taste.

     

  • Frank About Women by MullenLowe throws up interesting stats about mothers in India and five other markets.

    Connecting with Moms

     

    By A Correspondent

     

    Fact: globally, women are paid 60 – 70 per cent less than men, yet women will control two-thirds of consumer wealth in the next decade. Smart brands seeking to build relationships with women know that as women close that pay gap, forging strong, meaningful connections with them is essential to sustained growth and profitability. Yet the sad truth is that 9 out of 10 women find marketing-to-women efforts ineffective.

     

    Mothers control 85 per cent of home purchases and wield an estimated annual buying power of $2.1 trillion in the U.S, and by 2017 the baby care category alone will reach $67 billion. In addition to the proven spending power, it’s also a mother’s care, development, and influence towards her offspring that acquiescently shapes the generations of our world to come.

     

    The emerging confidence of the Indian mom is helping her find her voice in the joint family set up, with 70 per cent believing that mothers should assert their views over family elders in raising the child. 75 per cent also believe that mothers should demand more help from husbands in raising and looking after their child.

     

    Frank About Women began 14 years ago by MullenLowe with a mission to help marketers better understand how to connect with women through effective, creative communications. The global motherhood study is the first global facing piece of research from Frank About Women that aims to inform and direct marketers with knowledge and insight on how to better connect with expectant, first time, and new mothers in the six markets of focus (Australia, China, Colombia, India, U.K., and the U.S.). Previous content with insights delivered from Frank About Women include how technology, social media and influencers play in a woman’s life and how it impacts her ‘gut instincts’. A proprietary study was also conducted around the ‘SWANK’ (Single Woman Affluent No Kids) – a growing and important demographic.

     

    Insights and observations exposed included:

    Why and how in the U.S., a 2017 projected $67 billion childcare category still leaves 64% of American moms disappointed with the products they purchased.

     

    The universal opportunities for brands to build loyalty with mothers before childbirth (hint: increase her feelings of success and confidence throughout pregnancy).

     

    Why moms in India are 107 per cent more likely than other countries to encourage their children to reach milestones ahead of schedule.

     

    Why 84 per cent of Chinese moms lose sleep over deciding on what brand is best to purchase for their child and how brands can gain her loyalty early on.

     

    How 60 per cent of global moms feel that children should not be exposed to technology at an early age, with 79 per cent of Colombian moms and 62 per cent Indian moms actually feel that early access to technology is harmful to kids. But 60 per cent of Chinese moms feel want technology at an early age.

     

    The magic data diet of U.K. and Australian moms: they are 66X more likely to say it’s best not to consume too much information during pregnancy as it causes them stress.

     

    “Frank About Women is a global think-tank with a mission to make communications more effective, relatable, and enjoyable for both advertisers and women.  With our international white paper, we investigate the far-from-obvious, challenge assumptions, and deliver provocative insights and ideas that help brands build meaningful relationships with global moms.” – Shaun Stripling, Chief Strategy Officer, MullenLowe U.S. (Winston-Salem) and Global Director, Frank About Women.

     

    FAW Global Motherhood Summary

    Global Motherhood_India_Frank About Women_H

     

  • Vero has launched an innovative concept that offers a new way to appreciate coffee

    FCB Ulka Interactive wins creative & media duties for Vero

    By A Correspondent

     

    FCB Ulka Interactive, a division of FCB Ulka Group recently added to its large portfolio of clients by bagging the duties for Vero.

     

    Vero has launched an innovative concept that offers a new way to appreciate coffee. One can enjoy uniquely crafted blends brewed in a world-class coffee capsule machine at just a touch of a button. Vero coffee looks at redefining the coffee experience for Indian consumers.

     

    ‘Vero’ is an Italian word for Real, True and Perfect that aims to bring the perfect coffee experience to the coffee connoisseurs across India. Taking a cue from the Make in India phenomenon, Vero has focussed on the Indian coffee blends rather than going with the western tastes.

     

    Priya Gandhi

    Commenting on the pitch process, Priya Gandhi, Vice President at Vero says that post a creative & strategy presentation done by 5 agencies and 2 rounds of evaluation, FCB Ulka was finalised as the agency to manage the business. The decision was based on their deep understanding of our product, user insights & proven capability in managing small-to-large social media campaigns. We are confident that FCB Ulka will not just be a communication agency but a strategic partner in our journey to redefine the coffee experience in India and build the brand Vero.

     

     

    Satish Ramachandran

    Satish Ramachandran – Sr. Vice President, FCB Ulka Interactive, commented on the win saying “Vero coffee is a prestigious business and it’s a pleasure to be a part of the launch of this new category in India. I would like to thank the client for having expressed their confidence in FCB Ulka Interactive.”

     

    The win adds significant weight to FCB Ulka Interactive’s client portfolio, which includes marquee clients such as ICICI Bank, Skoda, Amul, Tata Housing, Tata Consultancy Services, etc.

     

  • In India, an estimated 1,500 Dentsu Aegis Network employees across offices in Mumbai, New Delhi, Kolkata Bangalore, Chennai and Kochi contributed their time towards a social cause

    Dentsu Aegis Network reaches out to 2500 children on ‘One Day For Change’

    By A Correspondent

     

    Dentsu Aegis Network organised the third edition of its corporate social responsibility programme, ‘One Day For Change’, on June 3, 2016.

     

    With children playing the central role in the programme this year, the India chapter of this global initiative successfully reached out to as many as 2500 children across the country.  An estimated 1,500 Dentsu Aegis Network employees across offices in Mumbai, New Delhi, Bangalore, Kolkata, Chennai and Kochi were engaged to execute the project, “Champions For Children”.

     

    In India, the key focus of the ‘One Day For Change’ (ODFC) programme was held across four categories – digital, education, health and entertainment.

     

    As part of the digital push, the network’s Delhi office visited Kushi Rainbow Girls Home to donate   laptops and conduct sessions on excel & IT skills. Meanwhile, the employees also visited the Earth Saviours Foundation and interacted with more than 300 mentally challenged children.

     

    In Mumbai, Dentsu Aegis Network touched the lives of 1100 kids across nine child welfare organisations. It is pertinent to note here that the Dentsu Aegis Network employees also created a Fun Fair for more than 200 children suffering from various forms of cancer to entertain them all through the day. The event was attended by none other than Bollywood actor Sanjay Dutt, the chief guest for the day at the Tata Memorial Hospital, Parel.

     

    The company also arranged an educational excursion for 100 underprivileged children, supported by Umang Foundation, to Nehru Science Centre, Worli. Additionally, the group set-up a dental health check-up camp at Madras Wadi, a slum area near Worli, where 300 children turned up for the event.

     

    The network was sub-divided into teams of 20-50 in Kolkata, Chennai, Bangalore and Kochi. Each team visited a particular child welfare shelter to execute a variety of creative workshops.

     

    Delhi, Bangalore and Mumbai also tied up with various hospitals and NGOs to organise a blood donation drive for kids with Thalassemia and Cancer. Over 250 bottles of blood were donated by Dentsu Aegis Network staff across all regions.

     

    Ashish Bhasin, Chairman & CEO South Asia Dentsu Aegis Network said, “One Day For Change is extremely important to us at Dentsu Aegis Network. It gives all our employees an opportunity to give back to the society, as a team. More important than what we volunteer in kind and cash is the time we all volunteer together. We hope to continue many of these activities throughout the year. It really feels good, as a team, to be able to do our bit.”

     

    One Day For Change is an annual social commitment by the Dentsu Aegis Network, where employees from each of the countries are encouraged to go out and volunteer on the same day.

     

    Last year, over 800 employees volunteered in India contributing 2,200 staff hours. While the final numbers are still trickling in, it is estimated that in 2016 in India 1,500 employees volunteered over

     

  • First Project of Innovative Real Time Data Journalism Garners Top Ratings for Times Now on of May 19 Election Results Day

    GroupM, Mindshare & Gramener partner to co-build data driven visual solutions

    By A Correspondent

     

    Mindshare is partnering with Gramener, leading data visualization company to create data-driven visual solutions for actionable insights across the marketing and communications ecosystem.

     

    Data increasingly powers every element of the marketing mix –source of growth, consumer behavior, content creation, mix optimization and measurement. This partnership leverages GroupM & Mindshare’s strong customer reach and Gramener’s compelling visual analytics platform to create solutions that leverage dormant data assets and bring them alive through cutting edge visualization.

     

    The first project undertaken after the partnership was for the leading English news channel Times Now on May 19th 2016, when the State election results were announced. The team put together a unique, real time visualization of historic and current data that helped Times Now stand out strongly in the news clutter and gave viewers a compelling Visual Data Journalism experience.

     

    Speaking about the data visualization products created especially for Times Now, Arnab Goswami, Editor-in-chief, Times Now said, “We were able to collate historic data dating back to the year of independence, and with the help of the Mindshare and Gramener team, we showed our viewers the latest trends and changing political scenario of the country, as the results of the latest State Elections were announced on May 19th 2016. Our reportage on the elections was holistic, and the data presentation helps the viewer understand our political environment better with the in depth analysis of our editorial team.The seamless workflow integration between the production teams of our news network and Gramener on a real time extremely fast paced election result day was a path breaker. I am absolutely delighted with this association.”

     

    Mindshare is a leader in providing strategic media services to a host of blue-chip clients. Adaptive Marketing is the driving philosophy of Mindshare and data is at the core of Adaptive Marketing. This partnership will enable the creation of bespoke products in the data management & visualization space.

     

    Prasanth Kumar, CEO, Mindshare South Asia said, “To truly deliver on our philosophy of Adaptive Marketing, it is critical that Data is brought alive and put to best effect. Our partnership with Gramener will help us deliver this consistently and in a compelling fashion. We will announce our first joint product very soon”

     

    Naveen Gattu, co-founder at Gramener added. “We are excited by this partnership. It will help us untangle the data footprint and create powerful decision making tools for every marketing manager and executive.”

     

  • Ogilvy & Mather maxed the tally at the Kyoorius Creative Awards as also winning a Black Elephant along with Early Man Films for Publicis’ Khali ad

    Khali rules at Kyoorius

     

    By Anuka Roy

     

    As any advertising veteran will tell you, there are always a lot of elephants in the room at awards shows. At the Kyoorius Awards 2016, there were only two: a Blue Elephant and a Black Elephant. The pachyderms are actually the top prizes at the Kyoorius Awards which, in their third year, are again being hosted in association with D&AD.

     

    But the main event at this year’s edition of Kyoorius (its third), was watching Ogilvy & Mather and BBDO grab top honours across categories. While Ogilvy won 17 Elephants, including the coveted Black Elephant, the topmost honour, BBDO racked up an impressive tally of 13 Blue Elephants.

     

    Two Black Elephants were awarded for groundbreaking work in a category that intended to create new conversations with its audience, or have a transformational impact on the industry. While Ogilvy & Mather won it for their creative, Beauty Tips by Reshma, Early Man Films won it for their Ambuja Cement ad that featured plus-sized wrestler Khali. Indeed, the Khali ad was much-talked-about that evening, as Bobby Pawar, Managing Director and Chief Creative Officer of Publicis Worldwide, which created the ad, also acknowledged. “It is one of the most talked about works and I am very proud of it,” Pawar later said. “At it’s most basic level it is a human story of a man who is born too big and strong for this world, and added to that is the element of humour of watching (Khali) him crash into and break things.”  The Khali ad had also won the biggest prize at the Goafest Abby in April.

     

    The Reshma ad, too, clearly touched a chord with people. As Piyush Pandey, Executive Chairman and Creative Director of Ogilvy and Mather India and South Asia, said: “I think the main reason is Reshma’s bravery. I salute her bravery — and my team’s way of thinking about it and working closely with Reshma. It is a very sensitive way of handling, and hats off to each one of them for collaborating for a cause.”

     

    This year’s Kyoorius, held at Mumbai’s NSCI Indoor Stadium, had some firsts. To begin with, there were three categories of awards — Advertising, Media and Digital – which reflect the reality of today. And, as the organisers said, there was at least a 30 per cent increase in the number of entries. A total of 1,863 entries were submitted this year, and each category was judged by its own jury, headed by chairmen/foremen Ralph Barnett, National Creative Director, SapientNitro (for digital), R Balki, Group Chairman, MullenLowe Lintas (for advertising) and Mike Florence, Head of Planning, PHD Media (for media). Some 164 entries were shortlisted as winners of the Baby Elephant (in-book winners), of which 69 were awarded the Blue Elephant, across the advertising, digital and media categories, and two were awarded the exclusive Black Elephant. Other winners included DDB Mudra, The Glitch, Dentsu India, River Advertising, SapientNitro, AIB Vigyapanti, Happy Creative and others.

     

    The awards event was attended by more than 1,500 professionals, including CEOs, marketing directors, brand managers, creative and media gurus from the advertising, digital and media industries across the country. Hosts Lekha Washington and Colvyn Harris kicked off the evening by taking a friendly jibe at AIB comic Tanmay Bhat, whose recent Snapchat video had stirred a controversy. Harris, former JWT South Asia CEO, making his debut as an emcee: said “I have to do something new every year, I was asked by them and I said why not. I really enjoyed myself.”

     

    For advertising and media folk, no evening is complete – not even an awards one – is complete without some high-octane revelry. Addikt, which was in charge of ‘setting the mood’, had put up 180-degree LED screens to go with house beats and psychedelic displays. “What we try to do here is to create celebration instead of ceremony. It should be fun, wild and loud. That is why we switch on the big LEDs, add bright colours and loud music,” said Barry Schwarz, Creative Director of Addikt. When the advertising and media industry parties it up, nothing can be considered OTT.  Hmmm.

     

    First appeared in dna of brands dated June 6, 2016

  • A quick chat with Piyush Pandey, Executive Chairman and Creative Director of Ogilvy and Mather India and South Asia

    Balki has always been fair: Piyush Pandey

    Piyush Pandey

    A quick chat with Piyush Pandey, Executive Chairman and Creative Director of Ogilvy and Mather India and South Asia

     

    What do you think led to the super success of the Reshma campaign?

    I think the main reason is Reshma’s bravery. For a girl to come out and make a statement for other women in the country [is very brave]. I salute her bravery, and my team’s way of thinking about it and working closely with Reshma. It is a very sensitive way of being handled, and hats off to each one of them for collaborating for a cause.

     

    In the last three years, you have endorsed the Kyoorius awards in a big way. But you are not participating in Goafest. Is there a reason you participate only in Kyoorius and not elsewhere?

    I can provide a number of reasons, as we have discussed in the past. One of them is a standardisation of the jury, and a well-selected jury [at Kyoorius], which I find is more transparent.

     

    The fact that Balki has selected an Ogilvy ad is a good thing too. He was the chairman of the jury.

    Balki has always been fair. I have a high regard for Balki.

     

    How much do awards matter for agencies like yours?

    I think you have to look at the atmosphere here. It matters a lot when it comes to self-esteem. Does it convert into business? No. Does it motivate people? Yes.

     

    You have creativity and you have effectiveness awards. Effectiveness awards are another area that Ogilvy scores high on. Which, to you, is most important?

    If you are creative, it is better to be effective. If it is effective, and bad advertising, that means other elements of the product will not help your advertising. Good advertising must convert into effectiveness.

     

    First appeared in dna of brands dated June 6, 2016

     

  • Bobby Pawar, Managing Director and Chief Creative Officer of Publicis Worldwide on the Khali Ad for Ambuja Cement winning the Black Elephant

    We couldn’t have done the ad without Khali: Bobby Pawar

    Bobby Pawar

    Excerpts from an interview with Bobby Pawar, Managing Director and Chief Creative Officer of Publicis Worldwide on the Khali Ad for Ambuja Cement winning the Black Elephant

     

    The best of the show at Goafest, and a Black Elephant here. It seems to be Khali all the way…

    Certainly looks like it. Although my face does not show it, I am very happy.

     

    Would you say that the last year, Khali was the best creative work done in the country?

    I do not really care to make such statements. [The ad] got voted on its views and shares and so was among the most talked-about pieces of work. I am proud of it, and there are quite a few people out there saying it is the best piece of work.

     

    What, according to you, really made the work outstanding?

    It is a combination of things. At its most basic level, it is a very human story about a man who’s born too big and strong for this world. His struggle with everything around him — along with the humour of him crashing into and breaking things — touched a chord. We have not just showcased a celebrity, but used one in a manner that drives the benefit of the brand.

     

    It won two Blue Elephants, one for casting and one for direction. Getting Khali seemed to do the trick for you.

    The idea was born with Khali in mind. It was Khali’s story. We would not have done it if we could not get Khali. It was a story about his life, and nobody else could have played it.

     

    Are you looking at a sequel?

    Yes, down the line. It is not even a year old right now. I guess we will evolve it and, like every story, it needs to go to different places to remain interesting to people.

     

    First appeared in dna of brands dated June 6, 2016

     

  • PALM Sound & Light Awards2016, recognises and honours outstanding service in the field of stage, sound and light

    Fountainhead Mktg wins top honours at Palm Sound & Light Awards

    By A Correspondent

     

    Leading experiential marketing agencies, Fountainhead MKTG has been conferred with the ‘Outstanding Agency of the Year’ award at the 6th edition of PALM Sound and Light Awards 2016, recently held in Mumbai.

     

    PALM Sound & Light Awards, as part of the PALM Expo 2016, recognises and honours outstanding service in the field of stage, sound and light. With over 22 technical categories manifested this year, the awards ceremony honoured individuals and organizations for their unparalleled contribution to the industry by rendering remarkable services in the live events arena in the Indian market.

     

    Fountainhead MKTG, a 21-year old experiential marketing agency which is now a part of Dentsu Aegis Network, has over 250 employees with the offices in Mumbai, Delhi and Bengaluru. Due to industry innovations and significant client wins, the agency has witnessed a rapid growth driven by strong financial performance.

     

    The agency recently conceptualized and managed some of the prestigious events such as Royal visit to India of the Duke and Duchess of Cambridge, the global programme ‘Shakespeare Lives’ featuring Sir Ian Mckellen’s Masterclass with Aamir Khan, Mint Luxury Conference, Hello Hall of Fame Awards and many others.

     

    In addition to the Agency of the Year award, the agency has also bagged 4 Golds at the Indian Brand Convention’s BAM awards for the projects – Mahindra Imperio campaign, Piku and Kayam Churan association, Microsoft Knockout Café and Philips – Lakme Fashion Week.

     

    Commenting on the achievement, Neale Murray, Co-Founder & Group COO of Fountainhead MKTG, said, “It’s been a dream run for us this year with a stream of accolades that recognize our effectiveness in experiential marketing. This award reaffirms our philosophy of building brands by creating memorable experiences using state of the art technology and out of the box creative inputs. I thank the PALM officials for the trust they showed in our work and also our clients who’ve partnered us in making this achievement possible.”

     

    Brian Tellis, Co-Founder and Group CEO of Fountainhead MKTG, said, “Being a creatively-driven agency, we always believe in building brands through cutting-edge experiences and setting benchmarks in delivery. This achievement is indeed a testament to our strengths in producing innovative experiences at the events. I congratulate each and every member of the team for all their hard work and commitment.”

     

  • Resultrix co-founder Shibu Shivanandan has set up with the new digital marketing agency along with Hetal Khalso and Dhruvi Joshi

    Resultrix co-founder sets up PivotRoots

    By A Correspondent

     

    Resultrix co-founder Shibu Shivanandan has set up with the new digital marketing agency along with Hetal Khalso and Dhruvi Joshi

     

    Shibu Shivanandan, one of the co-founders of Resultrix (now a part of the Publicis Group) who quit the agency in February 2016, has announced the launch of his independent digital marketing firm PivotRoots. Shivanandan is accompanied by Hetal Khalsa and Dhruvi Joshi, who join him as co-founders in the venture. PivotRoots has signed on brands like Pidilite, ICICIBank, Fourseven.com, MeruCabs, HoneyTwigs & Loylty Rewardz.

     

    PivotRoots will focus on data-driven marketing and design thinking-led strategies. As Managing Director, Shivandnan is responsible for the overall growth of the organization and drives specialized teams for technology and an experiential lab. Hetal Parikh leads the entire experiential team as Chief Creative Officer and gets Design Thinking practice to life for new as well as existing solutions or products. Dhruvi Joshi, Head – Media & Innovation is responsible for leading the brand and performance media business and setting up the innovation lab at PivotRoots.

     

    Says Shivanandan: “Understanding consumers better through data and providing them the right experience across all digital channels (Paid, Owned & Earned) will be the only way brands would be able to sustain, differentiate and grow in this cut-throat digital space.  We at PivotRoots aim to create products and processes to bridge this gap for brands.”

     

    Operating from its head office based in Mumbai, PivotRoots is looking at expanding to Delhi, Bengaluru and international markets like SEA & MENA in the near future.