MxMIndia

Category: ADVERTISING

  • Surf kids are an integral part of the films, and they have been significantly evolved and mature for their age, writes Sanjeev Kotnala

    For, some ‘daag’ are ‘achche’

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaHoli Hai. Bura Na Mano Holi Hai. And if it’s Holi, can Daag (dirt spots) be far behind. Despite the government’s proposed control and appeals from environment groups, it’s Holi after many years. So all are eagerly awaiting the day, ready for some fun and some Daag.

    There is therefore no surprise that Surf Excel has extended its ‘daag achche hai‘ – a 17-year-old campaign insight with yet another Holi film in 2022.

    Holi and Daag and detergent go hand in hand. After all, even the ignorant Hindu agrees that  Holi is all about remixing-forgiving-cleaning and recreating the magic of relationship.

    There is only that much advertising magic in ‘Daag Achche hain’. And the craftiness required to keep it alive with newer expression and intent is getting tougher with every passing year.

     

     

    ‘Jo rang bachpan lautaye, woh rang achhe hain‘. (Dirt spots that can bring back the childhood- are good)- a desire to bring alive the child within and enjoy childhood is a nice thought.

    The mega-solution suggested by the kid in the film is unexpected and not of her age. A stretch of the imagination. Surf kids are an integral part of the films, and they have been significantly evolved and mature for their age. They are too woke. Childhood is hidden behind the tricky crafty twist and finding the solution to every problem.

    The first time it did with the puddle, it was fresh and made you appreciate the thought. “Daag lagne se agar kuch achcha hota hai, toh daag achche hai na? (If something good comes out of staining, stains are good).’ It was definitely fresh.

     

     

    Overall the new 2022 version does the job. Its cast, execution and straining vocal collectively make it a feel-good film. It does not evoke a wow and does not push the viewer to see the brand differently.

    In the campaign journey, kids have played with dirt and stained their clothes, and in the process, they solved some problems. Remember the kid watering the pitch, the sack race buddies and the so emotional ad of the teachcher losing her pet.

    All of them were wonderfully directed, and they mostly brought a smile to the face of the viewer. But, I am not sure if it has the same pull- surprise and engagement. The template of kids’ freedom to get dirty, the wokeness of the solution needs a mega uplift.

     

     

    And the extensions at times open for debate and discussion. ‘Rang Laaye Sang’- the Hindu-Muslim unity raised many eyebrows, and questions were raised. And if such questions (Daag) are raised on such communication, I agree ‘Daag Achche hai’. Though I know, like the Tanishq ad, people will always rightly question if the reverse could have been true or even thought of.

     

     

    One does appreciate some of the extensions of the campaign. ‘Agar ungli pe daag lagne se achhi sarkar banti hai, to daag achche hain’ . If the staining of a finger results in forming a good government, then the stain is good was good and is relevant even today.

    Many may disagree with me- but then the daag of disagreement is achcha for further thinking. Maybe we have stretched the thought too far for too long.

     

    Daag– Not A Flaw- But An Opportunity To Better.

     

    Daag– the dirt stains symbolise imperfection- a defect- unwanted. Chaand pe Daag. The daag on izzat is defined by the Bollywood masala films. Wherever expectations are not met, Daag is imprinted. If the kid does not qualify in an exam- Daag on the family. If a movie does not run- a Daag on producer- actor- director’s career. A dent on the car- a Daag on its beauty. Pimple on the face-  Daag on the face.

    Daag may be as versatile as OSHO’s famous narration of the other four-letter word. Daag is just a flaw- temporary or permanent. And has always been an unwanted aspect of life.

    Surf Excel have, in the past, done wonderfully well to remind that flaws only make her human. And that flaws/Daag/stains can be as transient as the stains on the cloth. That the flaws in relationships, in society, and may be in the individual attitude could be more than repaired- removed and amended. However, the brand should remain cautious of the dirt it refers to.

    Some dirt should never be cleaned. It is an essential part of life, and it helps create society and retain human flaws.

    Some emotions that the woke brands and intellectuals find archaic and unwarranted actually make life what it is. There is no point in practical life to be DEVTULYA- like God- and then even God has flaws. And somewhere, the kids and elders in Surf are so Devtulya that they make the consumer realise- Saab Daag Achche Nahi hai.

     

     

    Style Note: Achche is spelt variously by people: Achhe, Achhe or an accented Achché. MxMIndia spells with with Achche. Here and in the Achche Din Aane Waale Hain line – Ed

  • This is the third senior leadership appointment by MullenLowe Lintas Group

    Lintas C:EX appoints Niranjana H as Creative Director – Brand Solutions

    By Our Staff

     

    Niranjana H
    Niranjana H

    Lintas C:EX Entertainment, the newly launched branded and original content division of MullenLowe Lintas Group, has appointed Niranjana H as Creative Director – Brand Solutions as part of the Lintas C:EX Entertainment creative team to lead Brand Solutions.

     

    According to a communique, the MullenLowe Lintas Group aims to strengthen its foothold in the original and branded content space through Lintas C:EX Entertainment. The Group had appointed Yogesh Manwani as President to lead its entertainment content business followed by Shailendra Jha’s appointment as Lead Content Advisor – Fiction Originals. “This new appointment is another step in the direction of furthering the divisions’ vision of telling impactful and entertaining stories,” notes a communique

     

  • To lead Taproot Dentsu and Isobar India as CCO

    Aalap Desai to also be CCO, Taproot

    By Our Staff

     

    Aalap Desai
    Aalap Desai

    Dentsu India has appointed Aalap Desai to the role of Chief Creative Officer (CCO), Taproot Dentsu, a DentsuMB Company. In both roles, he will report into Ajay Gahlaut, Group Chief Creative Officer India (GCCO), Dentsu Creative India.

     

    In addition to leading Isobar India’s creative team, Desai will now also be responsible for Taproot Dentsu’s transformation into becoming a Nex-Gen, digital-first agency.

     

    Sidharth Rao
    Sidharth Rao

    Said Sidharth Rao, CEO, DentsuMB Group: “The decision is vital to the growth of Dentsu Creative in India and aligned with the network’s global ambitions. Talents such as Aalap and Titus come with unmatched expertise and experience; and their contributions are bound to outweigh the expectations of our clients and the industry. Over the years, they have been groomed with the proficiency to build brands from scratch and are excellent at measuring and matching the market pulse with client needs. With this move, I look forward to Dentsu Creative India reinforcing creative solutions in newer & undefined ways.”

     

    Ajay Gahlaut
    Ajay Gahlaut

    Added Gahlaut: “It is fascinating to work with some of the country’s best creative brains. Aalap and Titus are creative geniuses who have delivered some fantastic campaigns over the years. Their brand-building approaches are contemporary and fresh. I feel that’s the need of the hour. All the conversations around us are evolving and it is inevitable for brands to evolve their conversations too. They are perfect for that task. Their expertise in brand thinking and storytelling will create robust digital-led creative solutions for clients. I am looking forward to working with both.”

     

  • Leadership team to drive ambitious and aggressive growth plans

    Ipsos India reorganises top deck extensively

    By Our Staff

     

    Global market research firm Ipsos India has announced a host of management changes in its leadership team.

     

    Amit Adarkar
    Amit Adarkar

    Detailing the changes, Amit Adarkar, CEO, Ipsos India, said: “The pandemic is almost behind us, and we are entering an era of exciting opportunities. Our clients, across industry verticals, are gearing up for a rebound, pursuing their own aggressive strategies for growth and they look at us to partner them in their growth journey. At the same time, Ben Page, Ipsos Global CEO has included India in Ipsos’ top priority markets for 2022. Keeping in mind client as well as internal expectations, we have reinforced and revamped the Leadership Team with the announcement of top management changes, effective immediately. This sets the tone for the growth path to 2025.”

     

    These are the hanges in the top deck:

    Krishnendu Dutta is being elevated as Group Service Line Leader, Innovation, MSU and Strategy3, Ipsos India. In this role, he will support our pan India, Client facing teams and lead strategic client conversations in areas of innovation, foundational consumer as well as shopper understanding and research-based advisory.

     

    Rinku Patnaik will take on a new role as Managing Director, Research, Ipsos India. She will lead our select businesses in North & South India.

     

    Geeta Lobo will take on a new role as Chief Client Officer (CCO), Ipsos India. In this role, Geeta will report to Amit Adarkar, CEO, Ipsos India, and will be tasked with deepening our business relationship with key Clients.

     

    Ashwini Sirsikar is being elevated to Group Service Line (GSL) Leader, Ipsos UU (qualitative research) and SIA (Social Intelligence Analytics).

     

    Geetika Singh, Executive Director, Ipsos UU (Mumbai) has been elevated to the role of Country Service Line Leader, UU (qualitative research), Ipsos India.

     

    Maitreyi Mangrati, Executive Director, Ipsos UU (Qualitative Research, Delhi) will now take up the additional charge of the Country Service Line Leader, Social Intelligence Analytics (SIA).

     

    Added Adarkar: “There is a clear need to integrate survey data with social data to provide a 360-degree perspective to Clients. Sirsikar, Singh and Mangrati will be tasked with connecting these two data streams more.”

     

    With the reducing Covid threat and ‘physical’ world opening, Ipsos India is bullish for Channel Performance Service Line, which is not limited to mystery shopping, but also covers retail execution management and audits. With this aim, Abhishek Jha will lead the Channel Performance service line and would report to Rinku Patnaik.

     

  • Partnered by Google, Colors and TheTimes of India

    Emvies to be held on March 25

    By Our Staff

     

    The Advertising Club  is set to host the Emvies on March 25. With over 1000 entries this year, the event is scheduled to be held in open air. Mumbai from 6.30pm onwards.

     

    Said Partha Sinha, President, The Advertising Club: “It’s been a long break and we at TAC are eagerly waiting to see some of the great work that has been done in the last year and hope to recognise and reward the best of the best in each category. We have a special recognition – The Young Emvie of the Year, in honour of Pradeep Guha, a stalwart and legend in the world of Media and Entertainment. With Google being our presenting sponsor this year, it’s befitting that we’re looking for innovation at the heart of everything. We are excited and ready to get the ball rolling in earnest, move the inertia of the last two years into a juggernaut of momentum and host perhaps the grandest Emvies to date. All the best to every participant, may the best work win!”

     

    On being the Presenting Sponsor, Sapna Chadha, Vice President, Marketing – India, Southeast Asia and South Asia, Google Asia Pacific, said: “We are delighted to be partnering with The Advertising Club on the most prestigious and highly anticipated media awards. At Google, we incorporate innovation and creative strategy in everything we do and we’re eager to see what the young creative minds of India have produced in the past year. It is our absolute pleasure to be a part of this legacy and hope to see some great work being recognised.”

     

  • Created and conceptualised 3 short films in Hindi and English

    Ogilvy partners with Swayam to address domestic violence

    By Our Staff

     

    Ogilvy India has partnered with Swayam, a Kolkata-based women’s rights organization, to launch a campaign addressing issues of domestic violence. The agency has created and conceptualised three short films in Hindi and English which has been executed by Shoojit Sircar.

     

    Said Anuradha Kapoor, Director of Swayam: “Most people identify domestic violence with physical abuse, but domestic violence takes many other forms- emotional, economic, and sexual. Sometimes it is obvious, sometimes so subtle that women cannot identify what is happening to them as violence. Through this campaign we wish to highlight these subtle and overlooked forms of violence that women face both in their parental and marital homes. These forms of violence impact women’s physical and mental health severely – women often say that wounds and scars heal, but the wounds to the heart and the mind stay forever and are far more debilitating. Our campaign also aims to reach out to women to help them recognise these forms of violence and seek help, whilst at the same time creating awareness among the larger society.”

     

    Added Piyush Pandey, Chairman Global Creative & Executive Chairman, Ogilvy India: “It requires constant effort for a long time to bring about behavioural changes. The films highlight the menace of domestic violence and provoke men to question their own behaviour. These are subtle forms of violence that violate women’s right to life.”

  • To work across key clients of the Gurugram office

    Havas appoints Jigisha Chawla as EVP

    By Our Staff

     

    Jigisha
    Jigisha Chawla

    Havas Worldwide, the creative arm of Havas Group India, has appointed Jigisha Chawla as Executive Vice President, Gurugram. Chawla will report to Manas Lahiri, Managing Director, Havas Worldwide (Creative) and will work across key clients of the Gurugram office.

     

    Said Lahiri: “With the exponential growth of the Gurgaon unit, we are focussed on beefing up our senior leadership and our product. Jigisha will play a pivotal role in enhancing and strengthening our client relationships and widening our product portfolio.”

     

  • The edtech company will be able to champion integration of learning and sport

    FIFA World Cup 2022 announces Byju’s as an Official Sponsor

    By Our Staff

     

    Byju’s has been announced as an official sponsor of the FIFA World Cup Qatar 2022. Through this partnership, Byju’s will leverage its rights to the FIFA World Cup marks,  emblem, and assets, and run unique promotions. Byju’s joins many other global and regional majors who are official sponsors of the World Cup scheduled to be held later this year (November 21 to December 18 in Qatar).

     

    Screenshot from FIFA.com

    Said Kay Madati, FIFA’s Chief Commercial Officer: “FIFA is dedicated to harnessing the power of football towards the goal of enacting positive societal change. We’re delighted to be partnered with a company like BYJU’S, which is also engaging communities and empowering young people wherever they may be in the world. We look forward to supporting the promotion of BYJU’S educational learning opportunities, as  well as having them join the global drumbeat of excitement for the FIFA World Cup 2022 through  its association with this groundbreaking tournament.”

     

    Byju Raveendran, Byju’s founder, and CEO, said: “We are excited to be sponsoring the FIFA World Cup Qatar 2022, the biggest single-sport event in the world. It is a matter of pride for us to represent India on such a prestigious global stage and champion the integration of education and sport. Sport is a big part of life and brings together people across the world. Just as football  inspires billions, we at BYJU’S hope to inspire the love of learning in every child’s life through  this partnership.”

     

  • Facilitates a landmark deal between BCCI and Swiggy Instamart for IPL 2022 & 2023

    Havas Sports & Entertainment relaunched

    By Our Staff

     

    Havas Media Group India has announced it is relaunching Havas Sports & Entertainment, the sports and sponsorship vertical of the agency. To begin with, Havas Sports & Entertainment India has facilitated a two-year deal between Board of Control for Cricket in India (BCCI) and Swiggy Instamart, as the official on-ground partner for Indian Premier League (IPL) 2022 & 2023.

     

    Rana Barua
    Rana Barua

    Said Rana Barua, Group, CEO, Havas Group India: “The sports advertising market in India is estimated upwards of Rs 8000+ crore. The sports genre is pegged to explode further giving advertisers across sectors various opportunities to create long term value. The relaunch of Havas Sports & Entertainment 2.0 comes at a significant time, and we’re excited to kickstart its journey by facilitating a landmark partnership between India’s biggest sporting event, IPL, and our long-standing unicorn client, Swiggy. We look forward to further consolidating our position in the sports and experiential market by forging many more strategic partnerships and offering integrated and meaningful solutions.”

     

    Ashish Lingamneni
    Ashish Lingamneni

    Added Ashish Lingamneni, Head of Brand, Swiggy, said, “Over the years, our association with the mega cricketing event has helped establish the fact that food and cricket go hand-in-hand. IPL is one of the most celebrated sports leagues in the world, and this year, we are excited to partner with the BCCI to offer a wholesome experience to audiences with our large assortment of munchies, beverages and other snackable options through our quick commerce grocery service, Instamart. The association brings with it the IPL fandom and reach to elevate the match viewing experience of millions of viewers. It will additionally help us drive clutter-breaking campaigns, varied consumer engagement, and business offerings at scale.”

     

  • Will focus on accelerating the agency's expansion across key business lines

    Harsh Shah is Managing Partner, Webchutney

    By Our Staff

     

    Harsh Shah
    Harsh Shah

    Dentsu Webchutney, the digital creative agency, has promoted Harsh Shah, erstwhile Executive Vice President (EVP), to the role of Managing Partner.

     

    In his new role, Shah will report into Sidharth Rao, CEO, DentsuMB Group, and will focus on accelerating the agency’s expansion across key business lines.

     

    Sidharth Rao
    Sidharth Rao

    Commenting on the elevation, Rao said: “Harsh has risen through the ranks over the decade that he has spent at Dentsu Webchutney. He is a testament to the agency’s unique history of consistent homegrown leadership. I have no doubt that he is the right choice to unlock Webchutney’s exciting new phase of growth, as a key part of the wider Dentsu Creative brand. With his proven record of growing people, businesses, and culture at the agency, Harsh is poised to accelerate our creative and business ambitions.”

     

  • Launches 'Khelenge Dil Kholke' campaign

    Ogilvy creates One Dream for Mumbai Indians

    By Our Staff

     

    Mumbai Indians launched its campaign film of IPL 2022 called – One Dream.

     

    Said a Mumbai Indians spokesperson: “The past 15 years, Mumbai Indians have always played from the heart. We have played with passion and given it our best on the pitch. Khelenge Dil KholKe is inspired from that ethos and “One Dream” is our vow to the young players that we identify. It is our commitment to offer them the support of the Mumbai Indians eco-system, help them hone their skills and achieve their dreams. We hope “One Dream” inspires young players to play hard, be sincere in training and believe in their dreams, because dreams do come true.”

     

    Added Anurag Agnihotri, Managing Partner – Creative, Ogilvy: “Cricket is the ultimate karmabhoomi for many young Indians. Many have come from different walks of life to give wings to this one dream. And success hasn’t eluded them. Mumbai Indians and this film stand firm testimony to that fact and will continue to do so.  The creative idea explores the undying spirit of our young cricketers. To never give up and to believe in your dreams. Because it doesn’t take time to go from gully cricket to international cricket. It’s just a matter of faith and the right direction. After all, dreams do come true.”

     

     

  • Every brand wants clutter-breaking ads but at times they are just a waste of time and resources, writes Sanjeev Kotnala

    Ads that Break the Clutter

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe audience is never waiting for the advertisement to appear. If the content is engaging and involving, the advertisement break is not welcomed. Hence, the brand communication must be designed for the audience to take notice. It must have the clutter-breaking capability and a robust communication-brand association. Sometimes, execution-style becomes the differentiator, a brand association device and the clutter-breaker.

    The recent QR code Super Bowl ad is one such example. In the Indian context, the Flipkart ads with adult-kids and https://youtu.be/efRNKkmWdc0ZooZoo of Vodaphone and even the Pug were such clutter-breakers. Sometimes brands use references to old classics and nostalgia as clutter breakers. Remember the Aaj Tak black and white TVCs. However, clutter-breaking execution styles and devices in communication may not always give you a positive ROI and impact.

     

    UpGrad Hybrid – Real Clutter-Breaker

    Having experienced online education as a student and instructor/facilitator/teacher, I must confess I am not a fan of online education. Something is lacking. However, I love the UpGrad Online campaigns addressing the working executives and promising career enhancement with online education.

    The new UpGrad ad with Amitabh Bachchan presents a hybrid model trying to break the belief that studies abroad are limited by financial status.

     

    This UpGrad TVC by Womb is different. It uses the angry young man image of Amitabh Bachchan as a clutter-breaker. He is on a rampage, questioning why such UpGrad programmes were not there when he wanted to study abroad, and the brand tells him he can still do so. The film scores as curiosity builder and engager.

     

    Cred Breaks Clutter And Builds On Past.

    Enough has been said about CRED’s earlier campaign featuring celebrities. It was strategically a clutter breaker idea before delivering the promise of reward points.

    https://youtu.be/lRDNFMAkMN4

     

    Cred is back with another clutter-breaker idea. And I am a sucker for strategic continuity in style. However, this one takes the cake. I have no way to measure the success of the earlier campaign, so I must trust the brand team; they must be onto something good. Otherwise, who would burn money behind these clutter-breakers? This time Cred used famous advertisements from the golden era of Indian advertising as a precursor to its message. The first ad talks of ‘Sadharan Inamo ko bolo tata’– say bye-bye to ordinary prizes, a take on the Nirma ad.

     

    I hope there are more ads in the series. We will at least have some laughs while still wondering the point of such ads? These devices work the audience exposed to the old referred advertisement. They may even engage the new generation with a curious WTF expression. Maybe there is more to it. Maybe.

     

    Slice Cards Changes Gear

    Slice cards’ recent advertisement uses its differentiated execution as a clutter-breaker. These are short and fast-paced TVCs delivering the message- Slice For the fast one. Too fast for me- I needed to slow it down to get the message. Maybe I am not the TG. Earlier, the brand has used slow-motion as a device to deliver the message. But this clutter-breaking device does not seem to work.

    https://youtu.be/casGBFWVh6E

     

    Jaquar Double Take To Clutter Break

    Jaquar, the brand known for nath fittings, once again attempts to communicate its presence in the lighting segment. It uses its strength of bath fittings to help create a clutter-breaking visual representation before delivering the message. The new  JaquarTVC uses imagination as a clutter breaker. For a more detailed journey of Jaquar lighting, read the Karthik blog. See the brand’s earlier attempts in the lighting category since 2016 and how the clutter-breaking device in the latest ad plays on its strength.

     

    Dinshaw’s Tactical Break- Leveraging Known Communication.

    Some time back, Dinshaw’s, the leading brand of milk, milk products and ice cream in central India, ran an outdoor campaign based on other well-known communication lines. It was a short, tactical campaign. The headlines played with famous ad lines enhancing better audience engagement and creating a buzz in the market.

     

     

     

    NET-NET

    Clutter-breaking communication is not new. Every brand wants clutter-breaking ads. They have their own strategic devices and creative ways to do so. When it is strategically aligned, as in the case of Vodafone, Flipkart, Jaquar, AajTak and UpGrad, it works and delivers. However, at times they are just a waste of time and resources.

     

    Disclaimer. The author is associated with Dinshaw’s as a brand and marketing consultant.