Koda Integrated Marketing Services bagged a gold in the Grand Prix category as the Most Admired Agency for Content Creation (less than 3 years) at the ACEF Content Marketing and Content Creators Awards 2021. Koda is a specialist content marketing agency focused on creating content for the B2B and SaaS tech industry.
Talking about the win, Tuhina Anand, Founder, Koda Integrated Marketing Services said: “This is a great affirmation for an agency like ours which operates in a niche space. It’s been two years since our inception and the recognition at ACEF from the stalwarts of the industry tells us that we are headed in the right direction. We live in an age of content abundance. However, there is a lack of maturity when it comes to writing content for B2B and SaaS players. This is also an industry where the right kind of content marketing has a direct impact on the RoI. This makes content a critical tool in the marketing mix for companies operating in this space. We at Koda are trying to address this gap with our well-crafted and deeply researched pieces.” Anand was a part of the MxMindia founding team.
After a competitive multi-agency pitch, Tonic Worldwide, a digital-first creative agency, has bagged the mandate of social media management for SBI General.
Unmisha Bhatt
Speaking on winning the mandate, Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide, said: “It’s a pleasure to be associated with SBI General, the company has established a strong presence in the country. Our strategic and creative strengths will help us add value to the brands ambitions and business objective. We are looking forward to partnering the marketing team to help differentiate the brand in the cluttered category and build a modern and futuristic personality for the brand on digital and social so as to be relevant to the audiences today.”
Shefali Khalsa
Added Shefali Khalsa, Head Brand and Corporate Communications at SBI Gen: “With Tonic Worldwide’s digital first and data driven strategic thinking abilities, we aim to build a futuristic presence for the brand on Social Media and be relevant to the evolving consumers, consisting of traditionalist and Modernists both. We look forward to doing some innovative work that resonates with SBI General’s ethos. With an experienced team, I am confident that together we will not only build on the vanity metrics of engagement, but build on a growth story for the brand.”
Quick Heal Technologies, the cybersecurity company, has launched its first ever regional TVC in Tamil. The ad features actors Robo Shankar, Papri Ghosh and Imman Annachi. The TVC was conceptualised and created by Fourth Dimension Media Solutions.
Shankar B
Speaking on the TVC, Shankar.B, CEO, Fourth Dimension Media said: “This project is very important for us, we sincerely thank team Quickheal and Dr.Kailash Katkar for the trust imposed on us, they were exuberant when we shared with them some data points on how southern India behaves vs the rest. They were also convinced strongly that Southern India doesn’t embrace just TVC’s dubbed in Regional Languages.”
Kempegowda International Airport, Bengaluru has launched a marketing campaign – #TimetoReconnect. The #TimeToReconnect campaign, conceptualised by Dentsumcgarrybowen India, focuses on the theme of urging passengers and visitors to make the most of airport experiences such as shopping, dining, live gigs at The Quad by BLR and much more.
Commenting on the campaign, Shalini Rao, Chief Marketing Officer, Bangalore International Airport Ltd., said: “As we slowly move away from virtual connect to human connect, we have observed that people are now waiting to travel again, but safety is on everyone’s mind. Through our #TimetoReconnect campaign, we want to assure our passengers about a safe airport experience, and we hope to ease their worries as they begin to reconnect with all the experiences they missed out on. The campaign also focuses on the little things that people enjoy about travel which brings in an element of nostalgia, example: grabbing a bite of their favourite idli-vada before boarding, relishing their favourite filter coffee at the airport, indulging in some retail therapy before their holiday, seeing familiar faces at the airport or making new friends on the journey. As an airport, we have always believed in bringing people closer together, but the pandemic has restricted this social interaction. With the upcoming festive season, it’s time for all of us to reconnect with our loved ones, embark on new journeys, fulfill our travel bucket list while being cautious and safe about our personal wellbeing. As an extension to the campaign, we have several exciting announcements planned in the coming weeks; stay tuned to our Social Media pages @BLRAirport to know more.”
Mahindra’s Truck and Bus Division (MTB) has announced the launch of the new Furio 7 series of light commercial vehicles with a new campaign. FCB Interface has conceptualised the ad film with actor Ajay Devgn re-enacting his famous split this time on two Furio 7 trucks. The campaign will be promoted across different media.
Speaking about the campaign, Robby Mathew, Vice Chairman and Chief Creative Office, FCB Interface, said: “Some 30 odd years ago, Ajay Devgn rode into Bollywood on 2 bikes. Marry that classic image with Mahindra’s unique proposition of two guarantees and you end up with the key imagery for the 2021 campaign!”
Adding, Joemon Thaliath, Vice Chairman and CEO, FCB Interface, said: “Mahindra always challenges norms. With the launch of the Furio Double Guarantee, Mahindra is also repositioning the category and putting the focus back on the customer.”
Sharing more insights, Rajeev Malik, Vice President & Head Marketing – Commercial Vehicles, Mahindra & Mahindra Ltd. added: “The Indian Light Commercial Vehicle category battleground is dominated by two players historically, with an 80% market share between them. Now Mahindra FURIO 7 is entering this market as a quintessential challenger brand with the firm belief that we have what it takes to challenge the status quo by leveraging our deep insight of customer behaviour and their unmet needs. We will achieve this with our highly disruptive ‘customer value proposition’ of Double Guarantee. And what better way than having the original Singham of the Bollywood, Ajay Devgn, to take forward this message.”
NoBroker.com has launched its latest ad campaign to highlights the issue of information asymmetry faced by homebuyers in India. Created by NoBroker’s in-house creative team and produced by Far Commercials, the TVC shows how prospective homebuyers can use NoBroker.com to access a wider range of listings, more accurate property specifications, and directly connect with the property owners.
Speaking on the latest campaign, Saurabh Garg, Co-founder and CBO of NoBroker.com, said: “With this campaign we aim to address the most common issues faced by homebuyers, such as lack of information on available properties, accurate description regarding size and carpet area, how to go about paper work, etc. Earlier, people had no choice but to avail services from the middlemen and pay them exorbitant amounts of money at every stage from being connected to a home owner, to completing paper work, and so on. And many a times, the buyer feels pressurised and dissatisfied with the service but has no choice. Through our latest campaign, we aim to encourage home-seekers to question the legitimacy of brokerage and experience how NoBroker can offer them superior value throughout the home-buying process from discovery and application to the final purchase and post-purchase support. We have helped save INR 7000 crore worth of brokerage to date, and given the scope in the sector, we feel that we have just scratched the surface. The pandemic made many home seekers comfortable with using online channels to find the right property and we have seen a humungous jump in the registrations. Given the current scenario with rock bottom home loan interest rates and other bank and government policies that are conducive to prospective homebuyers, we hope to maximise their satisfaction and savings while buying a house by eliminating brokerage.”
Neeman’s, a footwear brand that uses natural, renewable and biodegradable fibre, has launched of ‘ReLive Knits’, a shoe made with 100% recycled PET Bottles. A digital film was curated with Bhumi Pednekar, Mandira Bedi and Samantha Prabhu for the launch. The videos highlight the ethos of Neeman’s and its latest collection.
Said Taran Chhabra, Founder, Neeman’s: “We are delighted to give India ReLive Knits, a unique shoe that is made with 100% recycled PET bottles. With this planet-friendly collection, we have taken another significant step towards creating footwear that cares for the environment without compromising comfort and style. As per the research by Quantis, a sustainability consulting group, sneaker production accounts for 1.4% of the global greenhouse gas emissions. In stark contrast, each pair of the ReLive Knits is made with 8 PET bottles, and so far, we have recycled more than 1 million plastic bottles for this new sustainable collection. We are determined to change how Indians wear shoes, one step at a time.”
Gera Developments, the Pune-based real estate major, has unveiled a brand campaign #WeOutdo4U in its 50th year of successful operations.
Speaking at the launch of the campaign, Rohit Gera, MD, Gera Developments, said: “#WeOutdo4U campaign stems from Gera Developments’ unwavering focus on innovating and improving real estate to meet shifting lifestyle dynamics while upholding the premium living experience since the last 50 years. #WeOutdo4U is not just a campaign but a guiding belief keeping customer first in mind. It’s an opportune time to launch this campaign in our 50th year of being in business as we have evolved over the years and would like to recognise and reward this significant partnership with our customers. While many are focusing on customer relationship and growth, they fail to recognise the importance of customer experience, keeping up with the transforming lifestyle expectations and integrated amenities.”
It needed a brave client in 1993 for the original film, it needed an even braver client now, says Piyush Pandey, Chairman of Global Creative & Executive Chairman, India. Indeed.
In its 10 years, MxM hasn’t done a ‘big story’ based on a communique of a new TVC. But this one deserved it.
Reason: Cadbury Dairy Milk has released a refreshed version of its iconic 1990s campaign. The film conceptualised by Ogilvy India, for Mondelez India, shows a young woman cricketer scoring a winning run and her male friend running towards the field dancing with an unabashed glee, celebrating her smashing performance, as the crowd cheers on. The film ends with the powerful message of #GoodLuckGirls in recognition of today’s equal world where women are breaking barriers and pursuing all their dreams.
Piyush Pandey
Said Piyush Pandey, Chairman of Global Creative & Executive Chairman, India, said, “It needed a brave client back in 1993 to go ahead with the original Cadbury cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez India and at Ogilvy India has done this magic, made it relevant, exciting, and so Cadbury, in its bold and front foot fashion.”
Anil Viswanathan
Commenting on the ad, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said: “From acing in the corporate world to winning Olympic medals, women are at the forefront of creating new milestones, every single day and our film is an ode to each one of them. As a brand that has always promoted gender inclusivity, contemporising an iconic campaign is our way of recognising the changing times and extending support to all the women trailblazers. An extension of our ongoing generosity narrative, the film also lands the message of how taking small yet significant steps to acknowledge the achievements of women would make the world a better place to live in. We hope this film brings back a gush of nostalgia and are confident that this refreshed version will find as much love as the original one”.
Added Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India: “The excitement and the stress in our heads were competing with each other. To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right, and it felt awesome. We loved the idea from our gut. Luckily, so did the client. Hats off to the all girls’ team who thought of it and hats off to Bob from Good Morning Films for making it so well.”
A L Sharada
Here’s what Dr AL Sharada, Director, Population First said on the ad: “There are some ads which are iconic. The Cadbury ad was one such. The gay abandon of the young woman rushing on to the pitch dancing, the embarrassed shy smile of the man, the helpless police man and the response of the audience- one could never forget the ad. Such beautiful execution. Even today the ad does not fail to bring a smile on our faces when we remember it. What happens if the roles are reversed? A roar of appreciation and celebration. The ad touches on nostalgia and yet is so contemporary. With women cricketers doing so well and changing gender norms, the ad looks so plausible and is absolutely mind blowing.” Dr Sharada puts advertisements under the scanner for their gender sensitivity for Campaign India.
And here’s the original ad.
CREDITS for the current ad:
Ogilvy Senior Lead & Creative Team:
Piyush Pandey – Chairman Global Creative & Executive Chairman India, Ogilvy
Hephzibah Pathak – Vice Chairperson & Chief Client Officer, India
Sukesh Nayak – Chief Creative Officer, India
Harshad Rajadhyaksha – Chief Creative Officer, India
Kainaz Karmakar – Chief Creative Officer, India
Creative:
Tanuja Bhat – Executive Creative Director
Siddhesh Telang – Group Creative Director
Swagata Banerjee – Creative Director
Samyu Murali- Art Director
Ogilvy Account Management:
Prakash Nair – Associate President & Integrated Brand Team Leader
Antara Suri – Senior Vice President
Parshuram Mendekar – Client Services Director
Manseerat Sethi – Account Supervisor
Ogilvy Planning:
Ganapathy Balagopalan – Head of Strategic Planning, Ogilvy Mumbai
Bhakti Malik – Vice President, Planning || Prasidh Dalvi – Planning Director
Production House: Good Morning Films
Director: Shashanka Chaturvedi || Producer: Robin D’Cruz:
UdChalo, a consumer technology company focusing on Indian defence personnel and their dependents, launched a digital campaign on its 9th Foundation Day to showcase gratitude for the Indian defence forces for always prioritising their duties towards the country.
The campaign film was put together by Basta Films, led by Producer Mahima Sharma, Director Rohit Pathak and conceptualised and supported by the UdChalo Marketing team and Knight Motion Media.
Commenting on the campaign launch, Ravi Kumar, CEO, UdChalo said: “It has been our honour to be able to cater to the Indian soldiers over past nine years. We have nothing but utmost appreciation for their rigorous and selfless contribution towards our Nation. We will continue to strive harder, just like our Defence Personnel do, to provide accessible, affordable and holistic solutions to all their requirements.”
Max Life Insurance unveiled its latest ad campaign ‘India ke Bharose ka number’ highlighting the company’s performance in claims paid ratio over the last five years.
Commenting on the launch of the campaign, Aalok Bhan, Director and Chief Marketing Officer, Max Life Insurance said: “It gives me great pride to unveil the new TV campaign on ‘India ke Bharose ka number’, that brings our purpose as a company to the forefront, to protect people against risks and uncertainties and honour the trust placed by our customers. Our claims paid ratio, or ‘India ke Bharose ka number’ is the ultimate hallmark of our credibility, and reflects the commitment of our promise made to our customers, reassuring them of the kind of financial security they can expect should an eventuality arise. Through the new campaign, the intent was to showcase how one can, and should, play a part in ensuring they safeguard their family’s best interests for an unforeseeable future.”
Talking about the TVC, Sonal Dabral, Founder/CCO, Tribha said: “In these challenging and unpredictable times, a campaign that promotes insurance and protection for the family takes on a more important role than just selling the product. It was therefore a pleasure for me to conceptualize and direct Max Life Insurance’s ‘India ke Bharose ka number’ campaign. A simple message for the breadwinners of the families, that just the way they are always there taking care of their family, Max Life Insurance is also always there by their side. The proof being the brand’s ever-increasing claims paid ratio number. Hopefully, this campaign will encourage the target audience to buy the right amount of insurance and protection for their family.”
Byju’s, the edtech company, unveiled its new ad campaign featuring actor Shah Rukh Khan to highlight the launch of Byju’s Classes with ‘Two Teacher Advantage’. The TVC has been conceptualised and created by Springworks.
Talking about the new ad campaign, Mrinal Mohit, Chief Operating Officer, Byju’s said: “Byju’s has always aimed to provide an engaging and interactive experience for students to make them fall in love with learning. The TVC aims to present the one-of-its-kind ‘ ‘Two Teacher Advantage’’ that makes the after-school learning experience very dynamic and redefines the classrooms of tomorrow. We want to further convey that Byju’s Classes is the future of tuition and will help students learn better. With Shahrukh Khan being a household name, we are confident that we will be able to bolster our connection with the students.”
Gera Developments, the Pune-based real estate major, has unveiled a brand campaign #WeOutdo4U in its 50th year of successful operations.
