MxMIndia

Category: ADVERTISING

  • InDeed will work with clients to infuse brand purpose into their CSR strategies

    Dentsu Aegis Network launches a CSR advisory firm, Indeed

    By A Correspondent

     

    InDeed, Dentsu Aegis Network’s newly launched CSR Advisory, will facilitate corporate investments by companies in Corporate Social Responsibly, through insights &a brand-led approach.

     

    InDeed, will provide best-in-class expertise and capabilities in Creative, Media, Digital, OOH, Activation and PR communications services,which will help brands build a truly Integrated and a Brand-Led CSR journey in India.

     

    InDeed will work with clients toinfuse brand purpose into their CSR strategies.The aim is to integrate branding and CSR in order to build a corporate culture around responsibility, leading to business sustainability andthereby reap reputational rewards. This will, in turn, makeCorporate Social Responsibility into an opportunity that is accountable, measurable and scalable across several CSR areas of development. (eradicating hunger, poverty & malnutrition, education, gender equality, rural sports, rural development projects,measure for the benefit of armed forces,ensuring environmental sustainability, contribution to the prime minister’s national relief fund and contributions or funds provided by technology incubators).

     

    InDeed is building a repository of India’s most credible and reputed NGOs and will connect them to corporates on the basis of thematic and geographical priorities – to create the best possible match. It will also be involved in conducting employee engagement activities and volunteering programs that result in a meaningful engagement of the staff in innovative social initiatives that are grounded in business practices.

     

    Indeed has also invested in best brand led CSR case studies to link itto NGO / Brand / CSR activity. More than 2500 case studies are mapped by geography, cost, product, NGO and CSR activity to make sure the best brand-led CSR is delivered.

     

    Ashish Bhasin

    Commenting on the launch, Ashish Bhasin, chairman and CEO, South Asia, Dentsu Aegis Network, said, “Today several of our clients are making a huge investment in CSR but in an adhoc manner. Many corporates want to give back to the society but often don’t know how to go about it in a consistent and meaningful manner. Indeed will act as a catalyst in this entire process and Haresh and his team have really done pioneering work in this area. Feels great to be able to give back to society via a socially relevant business”

     

     

    Haresh Nayak

    Haresh Nayak, Mentor and Managing Director of Indeed, will lead this initiative from Dentsu Aegis Network. Hestrongly believes that brand building should be seamlessly combined with CSR strategies. He said, “It is not enough for brands to just ‘Greenwash’ their actions to provide PR-able fodder. Mostly such acts of philanthropic projects are short lived and rarely build a brand connect. However, if implemented in the right manner and with the right approach, brand building and CSR can perfectly complement each other.”

     

    Being a part of Denstu Aegis Network, InDeed will not only work with their existing clients but will also look at fresh collaborations.

     

    Currently the InDeed team will be based out of Dentsu Aegis Network’s Gurgaon, Mumbai and Bangalore offices.  Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu and DentsuWebchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen and Fractal Design Studio.

     

  • The appointment will see Weber Shandwick roll-out integrated communications solutions for the entire portfolio

    Mattel appoints Weber Shandwick India to handle integrated communications mandate

    By A Correspondent

     

    Mattel Toys (India) Pvt. Ltd., the wholly-owned subsidiary of American multinational Mattel, Inc. has awarded its integrated communications business to Weber Shandwick following a competitive multi-agency pitch. The appointment will see Weber Shandwick roll-out integrated communications solutionsfor the entire portfolio of brands encompassing corporate reputation management, media relations, creatives, social and digital marketing communications.

     

    Commenting on the appointment, Lokesh Kataria, Head – Marketing, Mattel Toys (India) Pvt. Ltd. said “India is a growing market for Mattel and our consumers & shoppers both are unique here compared to any other market around the globe. With changing media consumption habits and evolving consumer trends, we were on lookout for a partner who can work with us for effective, engaging and immersive communication to Indian audience, especially millennial moms.

     

    Weber’s strategy to address this growing audience stood out amongst the other agencies that participated in the pitch process. We are excited to build campaigns with Weber Shandwick that are driven by advocacy, brand communications and conversation management through creative content. We look forward to working with Weber Shandwick to drive and expand our presence and own the thought leadership positionin India.”

     

    Commenting on the association, Valerie Pinto, CEO, Weber Shandwick India said,“We are honoured and delighted that Mattel Toys has chosen us as partners to further their business objectives. Our content first approach with the integration of digital has paid off big dividends and has been appreciated by our clients. This partnership is testament to the strength of our network and integrated media capabilities, and we are confident that we will drive the desired impact and outcomes for Mattel Toys.”

     

    The scope of the business covers all brands such as Fisher Price, Barbie, Hot Wheels along with Toy box range and spreads across creative, digital, social and traditional forms of communication.

     

  • The name 'Karma' has been inspired by the legacy of Mudra which, born in Ahmedabad made the city its 'Karmabhoomi'

    DDB Mudra goes on startup mode, launches ‘Karma’

    By A Correspondent

     

    DDB Mudra has launched ‘Karma’, an agency headquartered in Mumbai, which is established as a “creative business catalyst with an agenda to partner those clients who are making small beginnings but are nurturing larger ambitions”.

     

    Karma will provide clients with an expertise of a full-service large agency, notes a communique, adding: “As Karma follows a zero hierarchy structure and has a young, empowered and talented team who is entrepreneurial by mindset, the turn-around time for solutions is faster and smoother”.

     

    Sanjay Panday

    The agency’s team comprises Sanjay Panday on the business front and his creative partner Vinayak Nayak. Panday has Ronak Shah as his Business Partner in Ahmedabad and Makarand Gholba, his Business Partner in Mumbai. In the first few months of its inception, Karma has acquired clients such as Brand Factory, SOTC and Shree Plan Your Journey in Mumbai and Arvind Infrastructure, Chartered Speed and Electrotherm in Ahmedabad. The Karma team’s latest campaigns includes SOTC’s ‘Summer 2017’, Brand Factory’s Free Shopping Weekend & Denim Fest.

     

     

     

    Rajiv Sabnis

    Speaking on the launch, Rajiv Sabnis, Executive Director, DDB Mudra Group said, “Karma has been conceived to tap into the start-up story of India. Many young entrepreneurs, who have big ambitions but are making small beginnings, need a creative partner who can be a catalyst in their business success. Since Karma itself is a start-up, it understands the challenges and opportunities that businesses starting up need to overcome, to succeed and grow.”

     

    Added Sanjay Panday, Business Partner, Karma, “Karma is a tribute to our roots. It aims at creating a disruption in the market place with its new model and is bound to kill silos with its fresh ideas.”

     

  • The shortlists selected by the jury panels will progressively be uploaded on www.abbyshortlist.com

    Now review Abby Awards 2017 shortlists at abbyshortlist.com

    By A Correspondent

     

    Abby 2017 has announced that even as the first round of judging is on in multiple locations, the shortlists selected by the jury panels will progressively be uploaded on www.abbyshortlist.com.

     

    Raj Nayak

    Speaking about the shortlist being available for review, Raj Nayak, President of The Advertising Club said “The Abby awards are the most prestigious national award for excellence in communication. We have left no stone unturned to make our judging process transparent and responsive. Uploading the shortlist entries for feedback is a step towards facilitating greater transparency and inclusivity.”

     

    Notes a communique: Any further comments about what could be inspired work etc could be sent within five days of the shortlist appearing, along with supporting documents, to the Advertising Club (adclub@vsnl.com) marked to the Chairman, Awards Governing Council. No correspondence would be entertained after this. Only correspondence submitted with an original name and email id would be accepted. After audit screening, the feedback received could be put up to the jury in the second round of judging.

     

  • The spoken parlour game that conventionally began as a family pastime has been 'gamified' on Instagram in a unique way

    Dentsu Webchutney, Flipkart launch trend chain campaign on Instagram

    By A Correspondent

     

    Dentsu Webchutney and Flipkart have taken the traditional Indian game ‘Antakshari’ to the next level. Recently, WebChutney, along with Flipkart, teamed up with some top fashion social media influencers in India to launch the Instagram campaign ‘Never Ending Trending’. The innovation engaged with users in real time wherein fashion icons showcased Flipkart’s trends via velfies and engagement posts on theirInstagram handles.

     

    The ‘Never Ending Trending’ campaign brought together 15 fashion influencers, who nominated each other to flaunt trends from Flipkart Fashion stores and keep the fashion trend chain alive. This was then amplified by influencers who interacted with users on the photo-sharing platform via a contest that drove engagement on a day-to-day basis.

     

    Said Kartikeya Bhandari – Senior Director, Marketing, Commerce Platform, Flipkart:  “Flipkart always looks to innovate on social media and engage with customers in fresh ways. In continuation with innovations like Big Billion Days – FB 360 video and Big Shopping Days – Offers Sneak Peek through FlipBot, Never Ending Trending has pushed yet another boundary and we are happy with the traction it is gaining. We will continue to do many more out-of-the-box initiatives for Flipkart Fashion in near future.”

     

    “Brands have built their presence on Instagram by means of influencer campaigns before. But the one thing that’s been missing lately is innovation in leveraging the influencers’ success on Instagram. That’s why we felt Never Ending Trending was a game-changer. The engagement levels speak for themselves; it’s more than double-taps and comments,” added PG Aditya, Creative Director, Dentsu Webchutney.

     

  • The Small Big Idea comes up with #IndustryInsults to introduce the key note speaker at PromaxBDA Awards

    Small Big Idea presents #IndustryInsults to promote PromaxBDA Awards

    By A Correspondent

     

    Promax has brought on board digital agency The Small Big Idea (TSBI) to partner on the upcoming awards ceremony. TSBI recently kickstarted with a social media campaign to announce the keynote speaker for the event.

    Conceptualised as ‘#IndustryInsults’, the campaign aims to introduce Mr Bingo, ​infamous for sending hate emails, in an innovative and quirky manner creating the much-desired intrigue on this addressal at the event. The campaign will acquaint consumers to ‘Mr. Bingo’ in a style that’s today benchmarked by his own witty illustrated insults.

    ​“We have been partnering and participating in Promax for many years, and Mr. Bingo is certainly one of the most unique speakers the event has witnessed. His style fits in naturally to our palette. Through this campaign, we have tried to do justice to Mr. Bingo’s quirky ways and we are sure that our messages will be well received by the industry insiders. It is “SO US”, says Harikrishnan Pillai, Co-Founder, The Small Big Idea.

    “Insults can be brutally fun too and our keynote speaker, Mr. Bingo has managed to create a livelihood out of this niche skill. The Small Big Idea, the Digital First Branding agency for Promax has captured this very essence of Mr. Bingo and created a campaign of “#Industryinsults” that acts as a perfect way of introducing our unique and enterprising keynote speaker by providing witty content in Mr. Bingo’s unique style,” adds Rajika Mittra, Country Head for PromaxBDA Awards 2017.

     

  • The first TVC created is for Cello Exam Expert Range that features three pens – Maxriter, Pin Point, and Techno Tip

    JWT wins creative mandate of Cello Pens

    By A Correspondent

     

    Cello Pens has awarded its creative mandate to J Walter Thompson India following a multi-agency pitch. The account will be handled by the Mumbai office. The first TVC created is for Cello Exam Expert Range that features three pens – Maxriter, Pin Point, and Techno Tip.

     

    The ad campaign conceptualised and crafted by J Walter Thompson, Mumbai, highlights how a good pen that offers comfort while writing can ease the student’s pressures while writing an exam.

     

    Commenting on the campaign’s differentiated offerings, Samarth Shrivastava – Senior VP and Executive Business Director, J Walter Thompson, Mumbai, said: “Exams come with their own pressures. You have competitive friends, concerned parents and a whole lot of well-wishers wanting you to perform at your best. Added to that is the society in our country which puts in so much emphasis on writing the exams well for success. Our client at BIC-Cello believes that through their writing instruments they must give students the finest writing experience in every way, ensuring top performance in all important exams. It’s the one thing that takes the pressure off when the student puts pen to paper. And this forms the basis of our communication. We believe the entire theatrics around exam pressures has been captured through our communication while giving the RTB for Cello Exam Expert Range (Maxriter, Pinpoint &Technotip) performance on ‘Comfortable Writing’.”

     

    Added Tanveer Khan, CMO – BIC – Cello India: “The pressure of doing well in exams is around the corner and we all know how stressful and weirdly funny exam time can be. Cello Exam Expert campaign, like our campaigns in the past, uses humour to break the clutter. It reaches out to students in a fun and interesting way to boost their confidence. The campaign emphasis that people around you will say a lot of things but the key is not to feel the pressure. Take a deep breath, pick up your Cello pen and write your exam comfortably, and pressure free! We wish all our dear students across the country Best of Luck!”

     

  • Menon, who will continue his responsibility of leading Delivery out of India as Global Head of Service Lines for Sapient Razorfish, takes on this new role from Rajdeep Endow

    Sanjay Menon appointed Managing Director of Sapient India

    By A Correspondent

     

    Sapient, a part of Publicis Groupe, announced that Sanjay Menon has assumed the position of Managing Director of Sapient India, effective immediately. In this role, Sanjay will drive the strategy, capability development, and growth of Sapient’s India presence and maintain its status as hub of the company’s globally distributed delivery network.

     

    Menon, who will continue his responsibility of leading Delivery out of India as Global Head of Service Lines for Sapient Razorfish, takes on this new role from Rajdeep Endow. Endow has taken on the role of Managing Director, Sapient Razorfish, Asia Pacific and is responsible for leading strategy and growth for the region and helping clients reimagine their business through radical customer-centricity.

     

    “I am excited to see Sanjay take on the role of Managing Director for Sapient India. He has been a key part of the India leadership team, and has played an instrumental role in promoting our culture and building capabilities. As India continues to remain a strategic talent market for Publicis.Sapient, I am confident Sanjay will help us strengthen our brand that has always attracted the best engineering minds. I’d also like to recognize the contributions of Rajdeep in growing the India business both in terms of size and impact,” said Chip Register, Co-Chief Executive Officer at Publicis.Sapient.

     

  • As part of the study, the members spent time at general trade and modern trade outlets, across South, Central and Suburban Mumbai

    DY Works hosts session for CEIBS MBA students

    By A Correspondent

     

    DY Works recently hosted the global executive MBA students from CEIBS University, Shanghai at a two-day conference at MISB Bocconi in Mumbai. The students/ group members ranged in work experience of between 10 to 15 years and are senior executives at the firms they work in. Their profiles vary from strategic consulting to business development, finance and management control. It was the first time for the members in India, completing a leg of visits with Tata and Infosys in Bangalore and with Future Group and DY Works in Mumbai.

     

    As part of the study, the members spent time at general trade and modern trade outlets, across South, Central and Suburban Mumbai. The goal was to have them observe changes in package formats, new innovations, and communication methodology. They also had to observe store layouts and ease of navigation in them, the kind of consumers at these venues, buying behavior, purchase patterns and consumer trends.

     

    It was noted that consumers still spent time in local markets and sabzi mandis for their daily and weekly produce unlike in China where produce purchase had moved largely to the supermarket format. This is governed by the Indian consumer’s need’ to see, touch produce, engage and have a personal relationship with the retailer, which was an important driver in purchase for this category.

     

    “Overall, the students did understand that culture plays an important role in India and governs our purchase behavior, and that the roles of women and men, through access to education and employment, as well as changing family structures was going to affect product innovation and formats at shelf and thus how brands approach the India psyche. They also felt that the Indian consumer could not necessarily be catered to with a global lens, but needed to be understood and respected and thus businesses would have to have on ground interaction to create products that would win in the country,” commented Alpana Parida, MD, DY Works.

     

  • HDFC Ergo aims to reach out to its consumers and communicate the importance of renewing their two-wheeler motor insurance

    HDFC Ergo entrusts LinTeractive with digital mandate for auto insurance campaign

    By A Correspondent

     

    HDFC Ergo General Insurance Company has appointed LinTeractive, the digital agency of Mullen Lowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC Ergo aims to reach out to its consumers and communicate the importance of renewing its two-wheeler motor insurance.

     

    Speaking about the partnership, Mehmood Mansoori – Member of Executive Management and Group Head, HDFC Ergo General Insurance Company said, “Renewal of the two wheeler insurance policy does not take priority in the consumers mind, making it a low involvement category. The owner is more likely to forget this crucial requirement and leave it for the last moment. We look forward to working with LinTeractive and put out an exciting campaign which will innovatively push two wheeler owners to not miss the renewal of the policy.”

     

    Vikas Mehta

    Commenting on the win, Vikas Mehta, Group CMO and President – Marketing Services, Mullen Lowe Lintas Group said: “Buying two-wheeler insurance is mandatory in India. While that makes the category large, it also makes it somewhat commoditised. The task to differentiate a brand like HDFC Ergo, in a commoditized category, is both challenging and exciting. I loved the fact that they believe in a ‘digital-first’ approach and happy that they chose LinTeractive to make it happen.”

     

     

     

    Sumanta Ganguly

    Added Sumanta Ganguly, Executive Vice President, LinTeractive: “It’s rare that a campaign idea from a pitch meeting is also the campaign you end up doing, and HDFC Ergo was one such pitch. We are delighted to be working on this brand and the task of changing category codes of auto insurance.”

     

  • The fest is scheduled at the picturesque Lake Geneva in Switzerland on April 20

    Ajay Chandwani on Montreux Switzerland Festival 2017 jury

    By A Correspondent

     

    Senior adperson Ajay Chandwani will be on the jury for the 28th edition of Golden Award of the Montreux Advertising Festival. The fest is scheduled at the picturesque Lake Geneva in Switzerland on April 20. Montreux Festival is said to be a precursor to Cannes Lions and every year many Cannes aspirants test their work at Montreux .Montreux winners often go on to win at Cannes.

     

    Carolyn Davis Creative Director of BBDO New York is heading the Film Jury while Luis Silva Dias Chief Creative Officer ,FCB International is heading the Print Jury.Adam Kerj CCO of JWT New York is heading Digital Jury while Frank Bodin of Havas Worldwide is President of Media Jury. Other judges in this year’s Montreux jury are Davide Boscacci

     

    Group CD, Leo Burnett Turin, Olivier Teepe Founder and Creative Director Cloudfactory of Netherland , Mark Chalmers ECD,Virtue Conor Brady CCO Critical Mass, Jérôme Gonfond CD Les Gaulois, Philippe Pinel CD Romance Agency Paris Jim Hilson Creative Partner AMV BBDO London.

     

    Last year, BBDO New York was once again the most successful agency at the  Montreux Festival for their work on Mars Chocolates, GE, Fedex, Footlocker. Other prominent winners were Leo Burnett Germany, Arnold Worldwide USA, Otto GmbH, Havas Worldwide, AMVBBDO UK.

     

    Indian work sparkled with two Golds for Hindustan Unilever and Dainik Bhaskar Group. PHD India won a Gold for Best Use of Mobile Media for its Rin Career Ready Academy while the Dainik Bhaskar Group’s film “Zid karo, Duniya Badlo” on girl child literacy won a Gold in the Corporate Film Category. There were seven finalists from India. Montreux does not have a tradition of Silver or Bronze so a finalist works like a metal.

     

    In the preceding years Indian entries have won golds for Unilever ‘Kan Khajura Tashan’, Ramesh Deo Productions Nike Film, Leo Burnett India for Coke Studio and Gandhi.

     

    Entries close on March 17, 2017. Details at: goldenwardmontreux.com.

     

  • Tea can't cure Alzheimer's but it can cure loneliness

    Red Label Tea out with another thought-provoking campaign

    By A Correspondent

     

    In keeping with its tradition of centered around togetherness, Red Label tea has launched another story in the series.Explaining the campaign, Kainaz Karmakar, ECD, Ogilvy Mumbai said: “Loneliness is the biggest disease going around in the world. And it hits people with Alzheimer’s that much harder because they are not even in a state to complain about it. Luckily we have a client who is as sharp and sensitive as this issue demands, so we could do what we set out to. Tea can’t cure Alzheimer’s but it can cure loneliness.”

     

    Abhik Santara, EVP, Ogilvy Mumbai added: “‘T’ for togetherness is more than a hashtag for this campaign. It is a call to action. All the work on Red Label nudges us to dissolve some social tension that faces us in current times. This time it is nudging us to remember the people we have forgotten.”

     

    Said Harshad Rajadhyaksha, ECD, Ogilvy Mumbai:: “All good communication must work at two levels. It must deliver the brand message and the human message. We were lucky to find a story that does both. Prasoon Pandey, worked nothing less than magic in taking this story from page to screen. Here’s hoping everyone who watches it enjoys it of course, but also does their bit in making someone less lonely.”