Havas Creative has launched Havas CX – a new, international network dedicated to delivering “meaningful brand experiences” across the entire customer journey. It brings together more than 1200 people from 20 of Havas Creative’s global agency groups and local agencies, plus additional CX specialists from across the Havas network, under a common structure, governance, methodology and mission.
Havas CX will span 18 major Havas offices (called Havas Villages) around the world, with key hubs in Mumbai, London, Paris and New York. It brings together global agency groups including ekino (digital transformation), BETC FullSix (customer experience), Havas helia (customer engagement) and award-winning leaders in their markets including Plastic Havas, Langoor, Boondoggle, Gate One, Think Design, Host/Havas, Project House and Intellignos.
Said Yannick Bolloré, Chairman and CEO Havas Group: “Having pursued an acquisition strategy of cutting-edge agencies in the customer engagement space over recent years, we feel the time is right to unify our agencies under one joined-up, global network brand. In Havas CX, we believe we have the most comprehensive customer engagement proposition the industry has to offer – and it’s one we intend to continue to strengthen by hiring top talent and making further best-in-class acquisitions.”
Added Chris Hirst, Global CEO of Havas Creative: “Today customer experience is the bedrock on which a brand is built – indeed, the majority of a consumer’s experience of any brand won’t be through above-the-line advertising, but their personal interactions with it. As technology advances almost any conceivable purchase is just a couple of clicks away and the opportunities for brands to get it right, or wrong, are manifold. CX is the new battle ground – and the brands that get it right will win, and those that don’t will lose; it’s as simple as that. Now is the right time to be overt in our commitment to the one discipline that today underpins all others by bringing our 1200-plus specialists into a single brand. With our integrated village model and our proprietary consumer insights, the Havas CX Network will significantly extend the power and capability of our offer.”
Taboola has announced the introduction of The Tabool Creative Shop, a worldwide programme to help brands and media agencies execute and optimise advertising campaigns that run on its network. More than 200 brands and their media agencies across retail, CPG, automotive, financial services, and e-commerce categories have chosen the Creative Shop to significantly boost click through rates (CTR), ad viewability, return on ad spend (ROAS), and more.
Said Adam Singolda, CEO, Taboola: “Testing, leaning and continually improving advertising performance is more important now than ever before. The Taboola Creative Shop is unique because it taps more than 13 years of our expertise in connecting brands with consumers to drive awareness, sales, or any metric that matters most to them. We’ve learned that consumer response to every element of an ad differs significantly over time and across marketing channels. We’re dedicated to helping brands increase their results by utilizing our deep expertise and large historical dataset.”
Self-drive car rental provider Revv has awarded its digital marketing mandate to digital agency FoxyMoron. This mandate will be handled by the agency’s Gurugram office.
Speaking about the win, Prachi Bali, Business Head, North & National Head of Partnerships, FoxyMoron, said: “We’re excited about this collaboration, given that this is a new category; both for the automobile industry and also central to the upcoming concept of a shared-economy. We’re getting the opportunity of influencing change in consumer mindsets, from aspiring to owning a car to the ease of just subscribing to one. We are keen on learning and delivering impactful campaigns that align with Revv’s business ambitions.”
Added Karan Jain, Cofounder, Revv: “We needed an agency that could support our brand’s mission of providing consumers with an affordable easy alternative to owning a car. As lockdown restrictions are easing up, now more than ever, when people aren’t feeling safe using public transportation, Revv comes in as that super affordable alternative and we needed a team that could support us in ramping up our presence not only during this opportune time but on a long term basis too, and we’re glad to have found that support in FoxyMoron.”
IndoSpace, the industrial and logistics real estate player, has awarded its integrated marketing communications mandate to DDB Mudra Group following a multi-agency pitch. As part of the mandate, creative & brand strategy will be handled by DDB Mudra and digital media planning will be managed by OMD MudraMax.
Anurag Tandon
Speaking about the win, Anurag Tandon, Managing Partner, DDB Mudra West said, “Over the last few years, we have developed substantial domain expertise in the B2B space. We are delighted to be working with IndoSpace, the country’s largest industrial and logistics real estate player. The team is excited to use our understanding of consumer behaviour, especially in a post-Covid world, to develop communication for a category that has typically not been product focused.”
Dear God, Grant us a day’s break on a Sunday. In a week, a day’s chutti should be fine, no?
But the A&M beat is suddenly on an overdrive.
So we just received this statement: ” BARC India has not commented on the ongoing investigation and it is providing necessary assistance to the law enforcement agency. BARC India is highly disappointed with the actions of the Republic Network by disclosing private and confidential communications and misrepresenting the same. BARC India reiterates that it has not commented on the ongoing investigation and without prejudice to BARC India’s rights, it expresses its dismay at the actions of the Republic Network.”
So what’s this “action” about Republic all about? Since it’s about a confidential mail, we’ll stick to a story on Republicworld.com. Here’s the link https://www.republicworld.com/india-news/general-news/barc-email-shreds-param-bir-singhs-trp-case-lies-against-republic-fa.html
Meanwhile, our siesta has been disrupted. Dear God…
His agency created the much discussed Tanishq Ekatvam advertising, which was trolled and taunted on the social media. These led to threats against the company’s personnel which finally led to the ad being pulled out. Post that there were reports of one or more Tanishq stores being vandalised and with miscreants forcing the store manager to issue an apology. At the same time, there has been a huge outpouring of love for the brand with people resolving to patronise it more than ever before.
MxM Live spoke with Amit Akali, Founder, MD & CCO What’s Your Problem and CCO, Medulla on the advertising. And whether it would impact the creative process going forward. Akali also spoke about some of the work that his agency has been doing, beyond Tanishq.
His very first video interview after the controversy broke out last week.
Watch. Enjoy. Like.
This interview was conducted on Sunday, October 18, 2020, and published on October 20.
Sachin Talwalkar has been appointed as Executive Creative Director of Havas Life Sorento, the health and wellness communications agency from Havas Group India. In his role, Talwalkar will be responsible for driving the creative vision and strategy for Havas Life Sorento. He will be based in Mumbai office.
Commenting on the appointment, Sangeeta Barde, Managing Partner, Havas Life Sorento said: “Health & Wellness is recognized as one of the most significant sectors today. We are seeing transformations & innovations at an unprecedented rate. This changing face and pace opens opportunities to provide a fresh, innovative and creative perspective for brands and businesses. Sachin will lead the HLS creative team and work closely with Bobby Pawar to enhance the overall quality and effectiveness of our creative output. We are confident that Sachin’s vast experience & diverse expertise will bring desired value to our clients and Havas Life Sorento will continue to lead this transformation through its talent & rigor.”
Dabur Honey has awarded its creative communication mandate to Havas Creative. As part of the mandate, Havas will be handling the creative duties for Dabur Honey and all its extensions. The account was won following a rigorous multi-agency pitch. The business will be managed out of the agency’s Delhi office.
The agency kickstarts the brand’s journey with a TVC with the messaing of ‘Not every honey brand has the right to be called honey.’
Said Kunal Sharma, Category Head, Dabur India: “We are excited to have Havas on board as our creative partner. Their understanding of our market and our consumers was impressive, and we found their work creatively very exciting. As we roll out our first communication with them, it further cements our decision.”
Added Rana Barua, CEO, Havas Group India: “We are proud to have won the mandate for an iconic brand like Dabur Honey and all its extensions. This has been one of the biggest and most prestigious win for the agency this year. Winning the mandate makes this piece of communication even more special. We look forward to further strengthening the brand’s legacy in the market”
Talking about the new mandate being awarded to Havas Creative and the campaign, Ravinder Siwach, National Creative Director, Havas Creative said: “The idea behind the film was to build awareness around the topic of purity and to advise consumers to be more vigilant before they make a purchase.”
Reseller platform Meesho has in collaboration with DDB Mudra launched its first TVC to communicate the brand’s mission to help women achieve financial independence.
Speaking about the campaign, Vidit Aatrey, Founder & CEO, Meesho said: “Over the past few years of running Meesho we have realised that there is no dearth of aspiration amongst women in India and through our platform we have been able to help millions of aspirational Indian women to come online, start their business and establish their own identity – and that’s exactly what we wanted to show case in this TVC. We wanted to celebrate the indomitable spirit of our women entrepreneurs and encourage more women to start their businesses online.”
Added Anurag Tandon, Managing Director, DDB Mudra West: “Entrepreneurship in India is largely an urban and male dominated phenomenon. But this has to change; not just for the empowerment of women but the country as a whole. Through this film, the one thing that we wanted to do was inspire women to feel confident to start their journey of financial independence. It is a step towards creating communication that’s gender inclusive and empowering.”
Madison Media has announce that RSPL Group, the makers of Ghadi detergent, amongst other brands, has moved its TV business to the agency. This part of the TV business was previously handled by Wavemaker, a GroupM company. The account will be handled by Madison Media Plus out of Delhi.
Said Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH: “Ghadi has been an inspiring Local Brand story that has grown only stronger as MNC brands have entered the market. It is a proud moment for Madison to partner with RSPL.” Added Rajul Kulshreshtha, CEO, Madison Media Plus: “We’re happy to have won the account of RSPL Group, a win that has emerged before the festive season begins. We look forward to a great association.”
I said “brands are no different than people. They must follow the same process’. This was in reaction to Ambi Parameswaran’s question, what to do when your brand faces rejection? Retreat into a shell or face-process-learn-reboot? (Read his book SPRING– The art of bouncing back from rejection) .
A brand may breathe and show signs of what we call being alive, but they have a life of their own. They emote, engage and have relationships, attitude and persona. Brands share the same societal ecosystem as their consumers. Naturally, blood is drawn, when brands digress from the expected script that is defined by the more assertive, aggressive elements of the societal network having a higher share of voice and influencing ability,.
Freedom of expression (an oxymoron) allows the citizens a certain leeway in expressing themselves. There are set coordinates and line they must not think of crossing. Similarly, brands are expected not to take significant liberties ( creative or otherwise) in their attempt to engage, involve and build bonds with the target segments. If they do, it will backfire, and that must not surprise us.
Tanishq Ekatvam Reference.
Recently, Tanishq released a TVC titled Ekatvam. It showed a mother-in-law happily organising baby shower (Godh Barai) for her daughter-in-law. A simple situation. Just another life event for a jewellery show in familiar emotive surroundings. A boring ad and catalogue advertising.
The layer of interfaith marriage makes it more engaging, engrossing and relevant. So it is now, a Muslim Mother-in-law and a Hindu Daughter-in-law. Mother-in-law without disruption. This minor tweak set the house on fire and caused a backlash amplified in social media. It then fanned into communities as controversy got coverage and people started debating and discussing it.
Want to understand the meaning of Ekatvam collection. Beauty of Unity- Karigars, watch this audio visual. Here is another Tanishq Ekatvam ad; of the 4 ads that was developed for a collection that brings artist and workers from across the nation together to create the Unity Collection. And it has no bite.
Did the brand think that this Coivd-19 crisis and the social warriors have cut across the deeply fragmented social fabric? Did it believe people will be more open to such a situation? Or did it really think it was no big leap of creativity, no disruption?
Truth is nothing changed, Nothing will change. Watch the interview of Amit Akali, Founder , MD and CCO of What’s Your Problem, the agency that did the Tanishq ad. Know what was the whole idea.
The Consumer Remains Unrepresented.
This is no big deal. In the history of co-existence of the two communities, such marriages exist, and these rituals also co-exist. It all depends upon your experience, expectations and the biases you see things with.
The consumer can differentiate between the reel and real life. They do understand storytelling and allow for creative liberties. Don’t they idolise on-screen Muslim heroes who are married to Hindu girls in real life? They accept films with similar narratives. They have other more significant problems in their life to solve then to find fault with ads, movies and books. Remember the history books in school always talked of British and Mughal times! And no one said anything for a long time.
Cornered Citizen Take Safe Sides.
However, when citizens are asked to comment on such communication, they are forced to take sides. The intellectual try sound logical. The leaders with insecurities and the armchair fastest finger first social platform activist try polarising the narrative.
Politically, socially accepted POV in sync with community thinking is naturally the best ( safest) side for the common man. Hindu Bride Muslim Bridegroom equals Love Jihad. A complete No-No. A Muslim Bride and a Hindu Bridegroom. A bigger no-no. Any other combination like Hindu- Parsi- Christian – South Indian- North Indian would have found a far better acceptance.
Brand Is Part Of Social Ecosystem.
The consumer may not be your wife or your girlfriend, but the brand is like a parent, sibling or a friend. Hence, consumers have expectations. But if the gap between experience and expectation widens to become unbridgeable, someone needs to raise and other means to teach the entity a lesson. They must remain within the expected coordinates.
That Tanishq withdrew the communication is no surprise. A right decision! There is no need to be stupid and risk the lives of the employees and damage to the shops. May be it is a wrong decision. It opens up a way for future backlashes and blackmails. The brand should have been sensitive to have foreseen the possible reaction. This is an apparent failure on the part of the brand to do so. That is one side of the story.
We Have Confused Social Fabric.
We are progressive, not progressed. We try being inclusive if we are allowed to do it with stated exclusions. We are gender-sensitive when we have no other way. We break the rules when we are sure we will not be caught. We are sensitive to our insecurities. Our social system is hell-bent on creating a polarised internal algorithm that will never allow such communication to be accepted publicly. More so, in the current scenario with divisive political, where every event gets strongly labelled as a majority-minority issue. Where caste, religion and regional support and favouritism is widening the already deep chasm. In these cases, hatred is a minor emotion of release. This is definitely not the right time for such communication. Or it is if one has the strength to stand behind it. Maybe it is too late in the day that we talk of inclusiveness or too early. I hope it is the latter as that leaves some hope.
We all understand that you don’t judge a side with few examples and don’t hold the whole community responsible for few instances of wrong doing or high pitched divisionism. We must understand that it is true for the majority and the minority and hence no finger pointing is necessary. Till the time media keeps pushing the hate agenda- strapped into eyeball game- the positivity will never be allowed to surface to be recognised and appreciated. Maybe religious association and naming should be stopped across all crime. Otherwise in a country where the seventh generation fights for the crime and revenge against the forefathers, these seemingly new wounds will take time to heal.
The Root Cause.
It is silly that even after some 70-plus years the wounds have not healed. The Partition was not just the partition of land – it was of religion too. Yes many of the minority remained back as they traced their roots to a particular area and considered themselves as Hindustani- Indian. However, the doubt-the fear overpowered the genuine smile, unity and trust. The politics of division and vote-bank based favouritism along with un-equality of treatment of the majority led to tectonic cultural and religious pressure building up. It flares up at the smallest of the opportunity.
Marriage is a very integral part legacy of a family. We may be inclusive and briming with equality- most Hindu will tell their kids- marry anyone but not a Muslim. This is an inborn bias of hatred built as a cultural upbringing that cannot be ignored.
The repeated incidents in the recent history has only enhanced the issue. Majority fears the possible Islamisation of the nation and the senior leaders of the community do nothing to answer these fears.
The radicals and the hardliners within the Sanatan are now open voices that is questioning secularism and staking claim to dominate the nation psyche. Don’t think that in near future we will see any change- but the efforts need to be made and someone has more efforts to make and demonstrate the intent. Otherwise the Intent does not count in a world defined by the trolls.
Industry Associations Make Serious Noise.
The industry bodies have collectively stated their support of a brand’s right and freedom of creative expressions within the law of the land. These collective statements is a good beginning. One can understand why the voice was unfortunately silent when Manforce hoardings were forced to be taken off during Navratri in Ahmedabad.
Anyway, don’t know what the associations can do other than what they have already done. Can they help follow-up exemplary positive action? Otherwise, it remains a false sense of solidarity. Personally, I am not sure what they can do.
Jungle Law.
The law-of-the-nation is one thing, the brands have to be sensitive to the unwritten rules and norms of the game. After all, the brands and any corporate entity survives, grows and services within the existing social ecosystem.
Brand Purpose.
I hope that Tanishq was not trying to over-reach, and the communication was never a social message or purpose-driven like their sister brand of tea. Purpose-driven would insist that the brand think’s twice before withdrawing or is ready to take the battle forward. Yet, even with purpose-driven brands- withdrawing is a possibility. By doing so, you are no coward, you show courage to live and fight another day. And for the brands out there in this chaotic world in search of purpose, let me iterate, every brand does not need to have a brand purpose. And even if they have, it does not need to be stated. Finally, if you have a purpose, that you believe in and are willing to push it at any cost- well go-ahead.
Caution Zone.
India is a land of diversity. Through ages, there is an element of distrust that has been built-up. The current social-political situation is further fuelling the fire. To most of the people, inclusive co-existence is not an answer.
Brands in this part of the world, have to be cautious while making a statement on Region, Religion and Rituals, Politics and Politicians, Caste, Language and dialects, Gender, sex & sexuality. It is not that other subjects cannot result in any backlash, but the chances may be less. In case the brand does not have a guideline defining their level of tolerance level on such subjects, they better frame one now.
Brand Image
Brand Image is a long term investment, It is the summary, a synopsis of all past experience and expectations. It does not get affected by one single incident like Tanishq. The loyalist will find arguments to defend the brand’s action, or they will just take note of it and move forward. In this case, the fringe sitters anyway do not define the market or the business. However, no-one wants another misadventure soon.
The consumers are large-hearted and know what creative liberties are. Once is a mistake, twice maybe a coincidence, third time it is a conspiracy and a statement from the brand that it is refusing to read the signals and learn fast.
ADD-ON
Here are two recent communications that I thought I must share and allow you to think of the creativity, brand purpose and sensitivities.
A communication from the Fairness Cream now apologising about her earlier approach and tonality- and says- just like Nikki in BiggBoss-14, I am the same game, I can’t change myself, so what I will do – I will call it GLOW. It is never fair to just change the name and then keep reminding of the earlier name. Wow, see how sensitive the brand is towards societal malice.
And this one, from SAVLON an ITC brand. Features Swapna Augustine, a foot artist from the Mouth and Foot Painters (MFPA) Association. ( I support them and personally, it creates the bias). Sharing handwashing and its importance. It is inclusive as she tells how she does everything with a difference and then if she can take care of personal hygiene by washing her hands ( feet) why can’t others.
Sanjeev Kotnala is a senior marketing and brand strategist and educator. He writes on MxMIndia on Wednesdays. His views here are personal.
Digital agency Langoor Havas has won the digital transformation mandate for Adrianse, a workspace design agency.
Said Venugopal Ganganna, CEO, Langoor Havas: “This is a fantastic win for us. Adrianse* is an organisation with a rich legacy, that is also innovating in workspace design. With our deep enterprise and consumer digital journey understanding and our capabilities to marry data, creative, and technology, we are looking forward to transforming the brand digitally and make their digital presence stronger.”
Added Aneeta Nandakumar, Associate, Client Solutions, Adrianse: “Our brand promise, relationship with our clients and technical knowledge pool is now going to extend to the digital world. And we have found a perfect partner in Langoor Havas to ideate and co-create this journey with us. We are looking forward to a long deep working relationship that will help us implement a full-funnel digital marketing solution with meaningful visibility in the years to come. Though we understand the increasing trends in video content and influencer marketing, we would like to focus on what aligns with our clients and what resonates with us as a group. That’s exactly where the highly customized approach and strategy from the Langoor Havas team would become invaluable to us. We are delighted to take this journey to new heights by leveraging the integrated data, design, and the robust combination of creative and lateral thinking capabilities that Langoor Havas has.”
By Sanjeev Kotnala
