MxMIndia

Category: ADVERTISING

  • At least four media majors have pitched for the coveted ITC media account

    Titan goes to Madison. Now all eyes on ITC…

    By A Correspondent

     

    Madison Media has reportedly bagged the coveted Titan account. GroupM agency Maxus was the AOR until now. We use the word reported, because while we have had it confirmed, no one has gone on record. The account is estimated to be in the region of Rs 200 crore.

     

    Meanwhile, all eyes in the industry are on the ITC pitch. The final presentations happened last Saturday in Bengaluru and four agencies have pitched for the account: incumbent Madison, GroupM, IPG Mediabrands and Publicis Media.

     

    ITC is Madison Media’s biggest account and any movement of that could be a huge blow to agency. However, the FMCG major is not known to change agencies on a whim so Madison could well retain the business even as there is some very strong competition from the other three.

     

  • India retains its #13 rank in the global roster of creative excellence in advertising

    BBDO Mumbai stars in Gunn Report 2016

     

    By A Correspondent

     

    The Gunn Report, the global index of creative excellence in advertising, has released its 2016 report summarising the overall performance of the advertising industry in the year January to December 2016 based on the results of 45 global, regional and national creative award contests. And BBDO Mumbai makes its debut on the list for Share The Load for P&G’s Ariel. The creative is at #39 with six points.

     

    Said Emma Wilkie, Managing Director of The Gunn Report: “The purpose of The Gunn Report is to give an objective overview of the best creative ideas, and who is behind them, based on the results of the most important creative awards from around the world. Overall, we have seen some wonderfully creative ideas shining through in 2016 with brand purpose a strong theme. Whilst previous winners still exhibit their greatness, new stars are rising up the ranks.”

     

    The Gunn Report identifies the most awarded and applauded work in the world each year and its creators.

    India has retained its position of #13 amongst the top creative nations in the world. Other than BBDO India (the Mumbai office) which was on top, McCann Worldgroup Mumbai was second, Publicis India Mumbai followed in third while Ogilvy & Mather (Mumbai) and Taproot Dentsu (Mumbai) were on fourth place.

     

    Meanwhile, here are observations of The Gunn Report 2016 on its 2016 study:

    Agencies

     (1)   The 53 Most Awarded Agencies listed in the table are from a total of 17 different countries (versus 21 in 2015 but 17 in both 2014 and 2013).  The USA was the most represented with 14 Agencies in the table.  Followed by the UK with 6 Agencies; Germany (5); Spain (4); Argentina, Australia and Japan (3 each); Brazil, France, New Zealand, Sweden and UAE (2 each); India, Italy, Netherlands, Norway and Thailand (1 each).

    (2)   Only 8 Agencies in the whole world, who have demonstrated the highest level of consistency as well as excellence, have been in the Top 50 Agencies of The Gunn Report for each of the last 14 years in a row (in alphabetical order):

    AlmapBBDO (Sao Paulo)

    AMV BBDO (London)

    BBDO (New York)

    BETC (Paris)

    adam&eveDDB (London)

    Del Campo Saatchi & Saatchi (Buenos Aires)

    Dentsu (Tokyo)

    Wieden+Kennedy (Portland & New York)

    (3)   Eleven of the 53 Agencies made it into the table for the first time in 2016 (in alphabetical order):

     BBDO (Mumbai)

    David (Buenos Aires)

    FCB (Chicago)

    Grey (London)

    Impact BBDO (Dubai)

    Ingo (Stockholm)

    J. Walter Thompson (Amsterdam)

    McCann (New York)

    Publicis Italy (Milan)

    TBWA\Hakuhodo (Tokyo)

    Y&R New Zealand (Auckland)

    (4)   For the first time ever, two agencies from New Zealand are ranked in the top three: Colenso BBDO (Auckland) #2 and Y&R New Zealand (Auckland) #3=

    (5)   The Most Awarded Agency in the World is adam&eveDDB (London) with 49 points, up from second place in 2015. This is the 4th time they top the table, and are now officially the most successful creative Agency in the history of The Gunn Report (AlmapBBDO and Wieden+Kennedy USA have both won three times).  They were, by a large margin, the most awarded Agency in Film taking 3 of the top 6 spots in the Table for: Harvey Nichols Loyalty App ‘Shoplifters’ and John Lewis Home Insurance ‘Tiny Dancer’ in equal 3rd place; and John Lewis ‘The Man On The Moon’ in equal 6th place (as well as 14th in AGB and 8th equal overall). H&M ‘Becoming Beckham’ took 13th place in Film and further work for H&M, Harvey Nichols, Hertz Van Rentals, Skittles and SSE helped them to their #1 ranking in 2016.

     

    Agency Networks

    (1)   Three mini networks are ranked in the Top 20: Cheil Worldwide (which ranked for the first time in 2015) is now joined by BBH and Jung von Matt, both returning to the table after a one year absence.

    (2)   BBDO is the Most Awarded Agency Network for 11 straight years in a row. 253 points in 2016 is their highest score ever. Agencies in 26 countries contributed. Nine of their agencies are in the 50 Most Awarded Agencies in the World in 2016.

    (3)   McCann rank 2nd place up from 5th in 2016 scoring their highest points ever (138). Agencies from 19 countries contributed to their points.

    (4)   J. Walter Thompson up to 7th place (93 points) from 14th in 2015 – their best ranking since 2007.

    (5)   Grey in 8th place achieve their highest ever ranking in The Gunn Report and their highest ever points total (82)

    (6)   A disappointing year for MullenLowe & Partners (down to 16th place from 8th in 2015) and for Wieden+Kennedy (now in 15th place vs 7th in 2015)

     

    Advertisers

    (1)   Samsung tops the Advertisers table for the first time ever, making it the fourth brand in the 18 years of The Gunn Report to top the table. Samsung made it into the Top 25 Most Awarded Advertisers table for the first time in 2013, but have remained there since. Work from 10 countries contributed to them being ranked #1.

    (2)   Only 11 of the 32 most awarded Advertisers listed in 2016 appeared in this table the previous year.

    (3)   Making it onto the Most Awarded Advertisers table for the first time ever are: DB Export, Geico Insurance, Andes Beer, ING Financial Services, REI Outdoor Store, Lockheed Martin, Bonds Underwear, H&M, Edeka Supermarket, Hornbach DIY, S7 Airlines.

    (4)   Nike has dropped out of the top 10 Advertisers for the first time in Gunn Report history, now in at #12.

    (5)   Volkswagen dropped out of the top two in the Advertisers table for the first time in Gunn Report history to take 3rd place.

    (6)   Burger King returns to the Most Awarded Advertisers table after a five-year absence, mainly due to McWhopper sweeping the board coming top of two tables – Digital and All Gunns Blazing – as well as 2nd in Print/OOH. Whilst work from France also contributed to the Burger King total, Mc Whopper by Y&R New Zealand (Auckland) was the Most Awarded Campaign Across All Gunn Report Media in 2016

    (7)   In the Advertisers Consolidated Table (in top 25 for two or more years – at least once in the last five years – with work from two or more markets) Burger King returns and Getty Images, Netflix, Pedigree, Smart Car and Snickers are new arrivals.

    (8)   ING Financial Services and REI Outdoor Store both ranked #10= (with 19 points each) both got all their points from the strength on one campaign in different media channels: ‘The Next Rembrandt’ for ING and’#OptOutside’ for REI.

     

    Production Companies

    (1)   16 of the 28 Production companies in the table in 2016 were there in 2015, with the top five all making an appearance in the previous year.

    (2)   There are 3 newcomers: New Land in Stockholm, Anorak in Berlin, Geek Pictures in Tokyo

    (3)   Global spread of countries continues to flourish with 13 represented in 2016: Argentina, Australia, Brazil, Denmark, France, Germany, Japan, Mexico, Norway, Spain, Sweden, UK and USA – with a number of Production companies with multiple bases producing winning work from more than one of their locations.

    (4)   Most awarded Production Company, O Positive Films (New York, Santa Monica) topped the table for the first time. It was their 6th year in a row of being in the table. Their previous highest ranking at #5 was in 2015. Their most successful campaign was Curry’s PC World ‘Spare The Act’ with ‘Laptop’ ranked #2 most awarded commercial of 2016. Work for Snickers, Clorox and Foot Locker also contributed to their points

     

    Directors

    (1)   There is rarely any consistency in the Top 25 Directors table when compared with the previous year but 2016 was exceptionally volatile. It was the lowest winning total since the first year of The Gunn Report in 1999.

    (2)   Only four of the 27 Directors appearing in this year’s Table were there in 2015. Of the remaining 23, eight have made the Top 25 on at least one previous occasion and 15 were newcomers.

    (3)   The 27 Directors represented 13 countries between them – Argentina, Australia, Denmark, France, Germany, Japan, Mexico, Norway, Russia, Spain, Sweden, UK and USA.

    (4)   Top spot in the Directors table, with 16 points, went to David Shane for directing Jeff Goldblum’s wonderfully funny performance in the Currys PC World ‘Spare The Act’ campaign. ‘Laptop’ was the second most awarded commercial of the year and the entire campaign came in at 6th=.

     

  • First event on Exfirst.com featuring Fashion, Lifestyle & Luxury brands to be held on 17, 18 & 19 February

    Liqvd Asia unveils digital event ExFirst.com

     

     

    Liqvd Asia has announced the launch of its online exhibition gateway- ExFirst.com. Google is the premier partner agency and it has been curated by iKarmik. In future, ExFirst.com as an umbrella brand can be used to exhibit anything beyond fashion, by any sector or industry, notes a communique.

    Commenting on the launch, RashmiPutcha, Ideator, Exfirst.com said, “In our research, we found out that, while there are many traditional on ground exhibitions that take place every now and then and at different locations, there was not a single online exhibition platform in operation where customers could surf, select and buy whatever they liked. We saw a huge potential here and that’s how the idea of launching Exfirst.comcame to us.”

    KarmikVarma, Founder, iKarmik excitedly adds, “It’s a one of a kind online event, not just concept wise but also scale wise. Never before has one heard of finding 150+ designers and brands on one platform for a fixed period, that too exclusively for fashion & lifestyle! We had fun curating the merchandise for this. Today, one is increasingly hearing talk of re-monetizng the economy and this is a step in the right direction. Come to think of it, why shouldn’t a fashion exhibition be a part of the movement called Digital India?”

     

  • The launch campaign is planned in two phases spread over 22 cities

    Platinum Outdoor launches Tata’s Hexa with a Bang

     

     

    Madison World’s Outdoor unit, Platinum Outdoor has recently launched Tata’s new SUV HEXA in Outdoor with a big bang. The launch campaign is planned in two phases spread over 22 cities.

    To highlight the innovative features of the car, the strategy was to have a high impactful campaign in OOH using various innovations.

    According to VivekSrivatsa, Head- Marketing, Passenger Vehicle Business Unit, Tata Motors, “The HEXA is a car suitable for all lifestyle needs and our partner Madison Platinum OOH has been successful in conveying these brand attributes. The Outdoor campaign with an LED acrylic logo and the installation of an actual six foot tall SUV has helped garner excitement with its high impact and good visibility. Our focus is on increasing brand effectiveness and with the combination of innovative campaigns and with the expertise of our partner, we are sure to stir up the outdoor space with impactful visual branding.”

    SaidDipankarSanyal, CEO, Platinum Outdoor, “We continue to drive innovations for all Tata Motors brands in OOH and are really excited with this new launch of Hexa.”

  • The campaign, based on the theme “Bank Hai Par AlagHai”, highlights Airtel Payments Bank’s differentiated banking model

    Airtel Payments Bankrolls outintegrated launch campaign

     

     

    Airtel Payments Bank has announced the roll out of a 360-degree launch campaign to showcase its digital banking offerings that offer customers a refreshing change from traditional banking.The campaign, based on the theme “Bank Hai Par AlagHai”,highlights Airtel Payments Bank’s differentiated banking model that leverages the vast network of neighbourhood Airtel retail outlets, which take convenient digital banking closer to the customer.

    The campaign is based on customer insights regarding their day to day experience with traditional banking and brings to fore some of the most common challenges faced by them. Airtel Payments Bank, which is leading the creation of a new category of banking in India, is trying to address some of these challenges with its innovative approach.

    Conceived by Taproot-Dentsu, the campaign will comprise of TV Commercials with support legs in Outdoor, Radio and Digital mediums, which will play a big role in delivering the message to the audience.

    Said Shashi Arora, MD & CEO, Airtel Payments Bank: “Airtel Payments Bank aims to take the banking closer to every Indian. Our simple and very convenient banking model thatleverages Airtel’s vast retail network will add a new dimension to the way India banks and contribute to financial inclusion in the country.”

    AddedAgnello Dias of Taproot-Dentsu: “Consumers are looking for simple and efficient modes of bankingand the thought behind the campaign was to look at the proposition from a common man’s perspective and his expectations from a bank. Airtel Payments Bank is leading the creation of an entirely new banking category in India and we have chosen an approach that is frank and engaging.”

     

     

     

  • Strategic partnership with AdsWizz and Omnicom Media Group enable brands to access Saavn’s 20 million listeners with real-time buying and selling of audio advertising

    Saavn launches programmatic audio advertising

     

     

    Saavn announced the launch of programmatic audio advertising in India. This new platform, created in partnership with AdsWizz, automates the real-time buying, targeting, optimization, and reporting of audio ad inventory into a few simple steps.

    “Digital audio advertising represents one of the largest untapped opportunities for brands to generate new demand and grow their businesses,” said Gaurav Kaushik, VP Advertising Platform at Saavn. “We had over 1.8 billion real ad impressions in Q4 and each one of them is unmatched in terms of sophisticated targeting capabilities and helping deliver insights for brands. Our programmatic solution can simplify the otherwise complex process of planning, executing and reporting dynamic digital audio campaign on mobile devices.”

    “We are excited to partner with Saavn as the industry leader in music entertainment to launch programmatic audio in India for the first time.  We’ve worked hard to build a world-class platform exclusively focused on audio that brings buyers and sellers together and creates a fluid market,” said Alexis van de Wyer, CEO at AdsWizz.  “Given the complexity of programmatic advertising, it was important to work with a technology-focused company like Saavn to bring this offering to the India market.”

  • Prior to joining Taproot Dentsu, Farah was General Manager – planning at Cheil India, where she helped lead the Insights division

    Taproot Dentsu appoints Farah Bashir as VP – Strategic Planning

     

     

    Taproot Dentsuhas strengthened its planning prowess with the appointment of Farah Bashir as Vice President, Strategic Planning. She will be based out of Taproot Dentsu’sGurugram office and will work closely with AnandMurty – head of planning at Taproot Dentsu. Prior to joining Taproot, Farah was General Manager – Planning at Cheil India, where she led the insights division.

     

    Armed with more than 13 years of experience, Bashir has worked as a journalist with Reuters, as a marketing professional with Unilever Asia (across India, Singapore, Vietnam, Thailand, Philippines, Indonesia and Brazil), as a research analyst with Quantum Market Research and as a strategic planner with DDB Mudra and Lowe Lintas. She has worked on various brands including Samsung, Wills Lifestyle, OLX, Hindustan Times, Volini, Revital, Reckitt Benckiser, NDTV, Hindustan Times, MTS, Microsoft, Singapore Health Promotion Board (HPB), Singtel, Zopper, Twinings, Cisco, GPI and Dabur.

     

    Commenting on her appointment, UmeshShrikhande, CEO, Taproot Dentsu, said, “Farah brings with her wonderfully eclectic influences and perspectives, thus adding more power to our ability to think different. Given that good ideas come from interesting questions, we are truly happy to have strong minds such as hers amongst us.”

     

    “At Taproot Dentsu, the endeavour is to consistently add value to the brands entrusted on us. Strategic planning can help inform the creation of powerful, motivating work that Taproot is known for and also provide clear, incisive counsel to clients with respect to the brand and business challenges they face. Farah’s track record and skill set is an asset to our team and we look forward to an exciting year ahead,” said AnandMurty – Head of Strategy, Taproot Dentsu.

     

    Speaking on joining Taproot Dentsu, Bashir said, “Taproot Dentsu, well-known as the creative powerhouse, is equally focused on the rigour and thinking on brands that it works on. Very rarely does the archetype of a planner and agency converge. Basis the last couple of weeks and the collaborative culture of this place, the times ahead look exciting, stimulating and a lot of fun. Delighted to be a part of it.”

  • The agency was appointed after a multi-agency pitch and was granted the mandate for its distinctive PR and creative approach

    GolinOpinion wins the PR mandate for Dr. Oetker India

     

     

    GolinOpinion,the PR agency from the marketing services cluster of MullenLoweLintas Group, has won the PR mandate for food brand Dr.Oetker. The agency was appointed after a multi-agency pitch and was granted the mandate for its distinctive PR and creative approach.

     

    Commenting on the appointment, Oliver Mirza, MD & CEO, Dr. Oetker India said: “We needed a strategic communication approach, innovative ideas and a self-motivated team with a passion that resonates with our ideology. GolinOpinion came out as the right partner for our approach and we are confident that with this partnership we will be able to build and communicate our vision.”

     

    Commenting on the win, Ameer Ismail, Executive Director, GolinOpinion said:“We are delighted to have won the PR mandate for Dr. Oetker India. It’s amazing to see the positive inroads the brand has managed to make in India. We are excited with the vision they have drawn up for India and hope to achieve path-breaking results for them in the coming future. In this ever evolving PR industry, Dr. Oetker is a prestigious food brand that believes in taking every aspect of communication and brand value to the next level.”

     

  • The campaign intends to showcase the fact that cricket as a religion needs to be all encompassing

    IndusInd Bank roots for Indian Blind cricket team at T20 World Cup

     

     

    IndusInd Bank in association with Cricket Association for the Blind in India (CAB) has launched ‘TheOtherMeninBlue’ campaign for the IndusInd Bank Indian Blind cricket team under the World Champions Programme – Cricket for the Blind. Advocating the cause, IndusInd Bank aims to garner support for, and generate passion and visibility for the defending champions in the ongoing T20 World Cup Cricket for the Blind, which has commenced in Delhi on January 29, 2017.

     

    The campaign intends to showcase the fact that cricket as a religion needs to be all encompassing. While the nation focusses and cheers for mainstream cricket, that visually challenged cricketers also make the country as proud, both on and off the field, and that they too require support and cheering, while they represent their country at the highest level.

     

    Through this campaign, IndusInd Bank strives to mobilize that support for the unsung heroes. IndusInd Bank has developed a dedicated microsite to encourage people to root for ‘TheOtherMeninBlue’. To make it more participative, the Bank has developed a unique game, with 3D sound technology, that provides users with a firsthand experience as to how the visually-challenged cricketers play the game. Users can click on the play, cheer and share the score options, which they can put up on Facebook to show solidarity with the team.

    Said Anil Ramachandran, Head – Marketing & Communication, and Head – Retail Unsecured Assets, IndusInd Bank: “We have launched this unique campaign to spread awareness about the talents, skills and potential of our visually-challenged cricket team and highlight their passion and dedication for a game that all of us love so much. The T20 World Cup is the ideal platform to acknowledge the many achievements of ‘TheOtherMenInBlue’ and cheer them as they play hard to defend their title. The campaign is a part of our continuing endeavours and belief that IndusInd Bank as a part of society can reach out to diverse communities and work for their support and betterment.”

  • ZubinDubash is a senior leader with 20+ years of success in managing businesses in mobile applications, telecom, and digital domains

    Zubin Dubash joins Shemaroo as COO

    By A Correspondent

     

    Shemaroo Entertainment appointed ZubinDubash as COO – New Media Business. He will be responsible for driving the New Media business and scaling it up.

     

    Dubash is a senior leader with 20+ years of success in managing businesses in mobile applications, telecom, and digital domains. Before joining Shemaroo Entertainment Ltd, he was working in the core team of Apps Daily Solutions, as Chief Product & Strategy Officer and played an active role in product creation/innovation, strategy and Strategic partnerships. Prior to this he was at Tata Docomoas Vice President/Group Head- New Businesses. He has also worked with companies like Vodafone etc earlier.

     

    Said Jai Maroo, Director, Shemaroo Entertainment: “We are excited to have ZubinDubash on board with us. He has handled both revenue and new business development roles earlier in businesses of scale. He has also been through the entrepreneurial journey as part of the core team of a startup of taking it from idea to execution. We are sure his outlook and experience will add value to the company and pave ways for great business years ahead.”

     

    Added Dubhash on his appointment: “I am delighted to be a part of Shemaroo Entertainment Ltd. We are at an exciting juncture in the evolution of digital content consumption, and with Shemaroo’s rich spread of content there are a lot of opportunities that will emerge.”

     

  • The film effectively sheds light on Dyslexia

    DentsuWebchutney creates campaign for Jaslok Hospital

     

     

    Leading Mumbai hospital, the Jaslok Hospital, has launched a drive to spread awareness about Dyslexia among parents and teachers. Conceptualised by DentsuWebchutney, ‘The Dyslexic Captcha’ campaign makes people experience Dyslexia first-hand.

    “We are committed to innovation and compassion in healthcare and wellness. Our vision for this campaign was to make our audience understand the perils of Dyslexia. With this idea, we hope to make a difference in how Dyslexia is seen and understood,” said DrTarangGianchandani, CEO, Jaslok Hospital and Research Centre.

    Added Gaurav Soi, Executive Vice President, DenstuWebchutney: “Jaslok Hospital is one of the leaders in the healthcare category. This campaign is a testament to Jaslok Hospital’s innovative approach as well as our core belief of staying at the forefront of bringing creative ideas to life via technology.”“This idea puts parents and teachers in the shoes of Dyslexic children. It not only makes them aware but also gives them an experience of Dyslexia through an interesting media innovation. We are quite sure that it will bring a positive change,” said Gurbaksh Singh, Chief Creative Technologist, DentsuWebchutney Innovation Lab.

  • The film has appointed former captain of the Indian cricket team Sourav Ganguly to propagate the importance of the captain of the house

    BMA Stainless reveals who is the real Captain, in latest film by Lowe Lintas Kolkata

    By A Correspondent

     

    BMA Stainless, a leader in manufacturing and exporting of mild steel reinforcement bars and allied products, has unveiled its latest brand film for Captain TMT. The film highlights the advantages of Captain TMT, while also paying a fitting tribute to another captain of the house, the homemaker.

     

    The film, which has been conceptualised by Lowe Lintas Kolkata, is based on the insight that the conventional middle-class Indian homemaker is often the unsung heroine of the house, where her services are taken for granted and her importance underestimated. But this is what Captain TMT seeks to highlight as it salutes the Indian homemaker, who is the true captain and support system for the house.

     

    Highlighting the key message behind the brand film, Avinash Agarwalla, Director, BMA Stainless Ltd said, “We wanted to take the brand beyond the ordinary to a space that a TMT bar had not explored before. That is when Lowe Lintas came up with a thought that centred around an unexpected character – the conventional middle-class Indian housewife. Relegated to mundane household functions, few ever devote a moment’s thought to the activities she carries out 24×7. The parallels between the steel bar which supports the home unseen and the woman who plays exactly the same role are drawn clearly and tellingly. A paradigm shift in the way we look at construction steel. And housewives.”

     

    Commenting on the creative approach undertaken for the brand, Prathamesh Ghate, Group Creative Director, Lowe Lintas said: “In a category dominated by males, we wanted women to be the key influencers. There’s no denying that women have a more astute sense when it comes to making most household purchases. The task was: how do you get a woman to even notice a brand of TMT steel? We thought of paying a tribute to all homemakers. Especially those, who in spite of having the option of pursuing a successful career, actually choose to be one…”

     

    The film has been launched pan-India on both the offline and online mediums, and will span popular mediums like television, outdoor, print, etc.