MxMIndia

Category: NEWS

  • An agency pitch was undertaken on 30th April 2014, and saw participation from two other leading event management agencies VIZ. GPJ & Team Rustic

    Anchor appoints DDB MudraMax for Dealers Meet in Australia

    By A Correspondent

     

    Anchor Panasonic has appointed DDB MudraMax as its agency to execute its MICE event ‘Dealers Meet’ in Sydney, Australia on 12th June 2014.

     

    An agency pitch was undertaken on 30th April 2014, and saw participation from two other leading event management agencies VIZ. GPJ & Team Rustic. An event brief was shared with the agencies in April 2014 and was given three weeks to present their thematic, creative and execution plan. After several rounds of rigorous evaluation of all the proposals, DDB MudraMax was chosen as the preferred partner by Anchor Panasonic.

     

    Commenting on the same, Lalit Malhotra, DGM, Anchor by Panasonic said, “We are pleased to appoint DDB MudraMax as our partner for the event. The team has been proactively working alongside us right from the conception stage. They bring with them lots of passion and significant expertise and I’m sure the gala night event will be a grand success.”

     

    Mandeep Malhotra

    Mandeep Malhotra, President, DDB MudraMax, OOH, Experiential and Retail, said, “I’m extremely happy to be partnering with Anchor Panasonic and help team in developing the thematic communication, experience, design, logistics and execution. We love creating unique ideas and experiences for our clients and the team at Anchor Panasonic encouraged us to do so. The team comprising of Aneil Deepak, Alvin Dsouza, Arpan Jain, Siddhika Bhandari, DeepakChaturvedi& Amit Dubey are excited to be working on the brand and look forward to a long term relationship with them.”

     

    This will be the second consecutive international event that DDB MudraMax will be planning and executing for Anchor Panasonic & its dealers.

     

  • The event allowed a selective group of marketing leaders from the financial sector to understand the growing impact of social media and content marketing on their business

    LinkedIn hosts Finance Connect in India

    By a correspondent

     

    LinkedIn India recently organized one of its marquee events, Finance Connect in India. The event allowed a selective group of marketing leaders from the financial sector to understand the growing impact of social media and content marketing on their business.

     

    The clear objective of holding such an event was to reveal what are the latest trends on social media, what are the consumers in India seeking for and how does content marketing help brands in building a relationship with their customers? Though LinkedIn’s mission is to connect the world’s professionals to make the more productive and successful it envisions creating economic opportunity for every professional in the world. So if there were just about 1 million users globally in the year 2004, that figure has grown and has reached 300+million users in the year 2014 with 2 members getting added every second.

     

    Some of the key takeaways from the event:

    Three keys to success on social: Be accurate, Be helpful, Be every where

     

    Four keys to build relationships:

    1. Find your audience – geography, function, industry, seniority
    2. Establish trust – meaningful content distribution, company updates, sponsored updates, trending content, content market score
    3. Be personal – sponsored inmails, spotlight Ad
    4. Extend the experience -custom APIs

     

    Key tenets to building a content marketing relationship

    1. Don’t just sell, add value
    2. Ask them what they want to hear
    3. Be Human
    4. Tap into the power of story
    5. Empower employees to contribute content
    6. Compel your customers to spread the word

     

    The event also saw the release of Audience 360º which focuses on helping businesses achieve a complete 360 degree understanding of the personal and professional choices of their audience, which includes their motivations and needs, how they interact with various products, as well as their brand perceptions.

     

    The findings of this survey suggest that LinkedIn users in India comprises young educated professionals out of which 69 percent are under 35 years of age and 93 percent have received a university degree or higher. They are not only career focused but also have an international perspective and consider keeping up-to-date on modern technology as akey to their success.

     

    A few interesting highlights from the survey are mentioned below –

    • In India, LinkedIn members largely represent the IT and Financial Services sectors, working at companies with 1000+ employees, more than 1 in 3 are at manager and level above.
    • LinkedIn is the most used social media site among its India members - 92 percent say LinkedIn is their primary social media platform and is considered the most influential portal for business and professional content.
    • It is also a platform of choice for financial content – more people come to LinkedIn for financial information than any other social media site. In addition to finance, technology alerts and new product information are amongst the most sought after content on LinkedIn.
    • 77 percent of LinkedIn users in India are currently following companies on LinkedIn, as they see it as a credible and trustworthy platform.
    • More than 83 percent of the surveyed members own a smartphone, while 44% of them own a tablet. More than 74 percent LinkedIn India users daily access internet through their mobile device. They intend on making big gadget purchases in the next year.

     

    “The relationship-based LinkedIn ecosystem enables brands to develop an influential customer base. Our research highlights that 73 percent of our surveyed members trust the information received on LinkedIn more than any other online professional network. This provides an interesting opportunity for advertisers to effectively engage with their target audience through content marketing,” concluded Ashutosh Gupta, Director, Marketing Solutions, LinkedIn India.

     

  • The digital driven IMC took off depicting how Oreo Cookie and Orange Creme are #OreoBesties, two flavors that blend together

    Interface creates a new digital campaign for Oreo

    By A Correspondent

     

    With the launch of Oreo Orange Crème, Oreo has attempted to create a new chapter in content creation. The digital driven IMC took off depicting how Oreo Cookie and Orange Crème are #OreoBesties, two flavors that blend together.

     

    The entire campaign designed by Interface Communications reinforces the friendship between the two and narrates tales whilst engaging Oreo’s fan base with multiple activities.

     

    The campaign was a fourfold activity that didn’t leave any #OreoBestie loose.The first activity tapped the biggest thing in vogue – the selfie. A spin off of this love for taking pictures, Oreo’s #BestieSelfie ran for three days where users were asked to share their wacky selfies. This activity saw a 387,352 reach on facebook and generated 243,833 impressions on twitter.

     

    The second leg of the campaign was a #ShoutOut between #OreoBesties Cookie and Orange Crème, where one had to #ShoutOut something and the fans had to guess what the other would reply. The conversions were not limited between the #OreoBesties Cookie and Orange Crème, but also pulled in its users to complete the conversation between the two.

     

    Thus, #BestieBond was the most spoken about activity for two long days. The users flourished with entries talking about what made their bond with their bestie unique. Oreo created live #OreoBesties in the most visually appealing way.

     

    A restaurant brand also jumped in the bandwagon by tweeting with #BestieBond. Oreo India showered customized love on them too. The grand culmination received a warm response with a total of 207 personalised posts created live by Oreo India, 6.9 million impressions and 541 per cent increase in Facebook PTAT.

     

    Robby Mathew

    Robby Mathew, NCD, Interface Communications added, “There’s nothing better than users getting involved in driving brand content . . . that’s what Oreo has successfully done time and again. And now with #BestieBond Live, it has taken engagement to a whole new level.”

     

    YouTube being another platform, the launch TVC grabbed 201,995 eye balls (Read: views). Going beyond social media, the #OreoBesties also reached the online audience via display banners:

     

  • Integrated businessframework to deliver 25 end-to-end social use cases

    Ignitee unveils Social IQ

    By A Correspondent

     

    Ignitee Digital, a TO THE NEW group company,has announced the launch of Social IQ, an integrated Social CRM offering.The solution is designed to enable brands to harness the power of social media beyond advertising and derive tangible business performance.

     

    Social IQ’s business framework offers an industry-leading bouquet of25 end-to-end Social CRM use casesranging from strategy, engagement, response management, creative, contentand analytics, underpinned through a strong layer of technology. Social IQ will leverage social platforms to empower various business functions including product innovation, sales & marketing and customer experiences, as brands seek to become more relevant to the social and mobile first consumer.

     

    Atul Hegde

    Commenting on the launch of Social IQ, Atul Hegde, CEO, Ignitee Digital stated, “The penetration of social media across all demographics of consumers has created a huge opportunity for brands and organizations to use social media for business.TO THE NEW developed Social IQ after much research and feedback and Ignitee Digital is well positioned to deliver this using our innovative SMACK services and proprietary technology platform.”

     

    With more than 150 clients globally, TO THE NEW is one of the only digital service providers with specialized centers of excellence around Content, Analytics, Marketing and Technology. Social IQ aims at integrating best practices around each of these to help brands in every step of the way accomplish social for business – from building social strategies to implementing integrated technologies and running these processes on behalf of clients.

     

  • It's the lesser details and the D&AD backed jury process which will make the difference

    @ Kyoorius awards tonight: drinks thru event, drivers will be served dinner, Merus fm 10.30pm onwards. And many awards

    By A Correspondent

     

    It’s the lesser details and the D&AD backed jury process which will make the difference. A few months before the event, Kyoorius founder and CEO Rajesh Kejriwal and his team conducted an extensive research on what people love and loathe at ad and media awards events.

     

    The result will be for us to see this evening at NSCI.  We asked people in the Kyoorius team and they promise the evening to be on an epic scale. It will be a format and scale that is different and probably the first in the industry in terms of the feel, ambience, the detailing on how guests would like to be kept occupied, the scale of the display area, etc.

     

    According to the senior Kyoorius honcho we spoke to, some 1110 RSVPs have been received from industry and clients alike. The total gathering is expected to be in the region of 1350 including over 250 senior people from clients and probably the largest gathering of creatives from agencies this year.

     

    Smaller details like having Meru Cabs organised for people from 10.30 onwards, to organising dinner for all the drivers of guests, to having an interactive smoking area, to having the bar inside the venue and drinks available through the three hours of show with eats floating around. The food menu has been specially created for the evening.

     

    What we have also heard is that there will be no extended entertainment acts or panel discussion held as part of the awards do. No chief guests either. Just a quick presentation

     

    As for the awards, well, they will be declared only at around 10pm. Winners have not been informed in advance.

     

  • Tips for marketers from Pepsico India CEO D Shivakumar and a checklist from Harish Bijoor on tracking the youth brigade

    Power points to target & track youth

     

    Youth is more homogeneous today than ever before: D Shivakumar Reach the younger & funkier generation 
     

    D Shivakumar

    CEO, Pepsico India

     

    Youth and youthfulness are evergreen concepts. The eternal truths of college, friends, and hangouts, falling in love and falling out persist. There are some differences in this generation due to technology and wider exposure.

     

    Earlier generations saw basic brands and services. This generation has challenges with everything from quality education seats to public utilities. Let’s look at life, technology, relationships with brands and what marketers need to do to connect better.

     

    Youth is more homogeneous today than ever before; they dress the same, talk the same, tap into the same sources for information and quickly form digital tribes. However, small town youth is about conformity, values and tradition playing the role of glue as well as shackles.

     

    They try balancing between being trendy and managing family expectations. Their urban peers are about group belonging, but wanting to stand out -a ‘first amongst equals’ syndrome. They are more ‘global’ savvy. So, brands can be traditional and leading edge with the youth.

     

    Indian youth recognise the world’s fragilities and life’s insecurities. This makes them ambitious about material success. It is about fulfilling potential and owning the badges. The markers are visible ‘money can buy’ symbols.

     

    Their role models are talented sporting geniuses like Messi, Ronaldo and Tendulkar, smart tech guys like the Flipkart founders (Sachin and Binny Bansal), Mark Zuckerberg, Steve Jobs and Edward Snowden, the whistle blower.

     

    They admire the journeys of Dr APJ Kalam and MS Dhoni and anyone who has achieved rare competence in his or her field. Celebrities are aspirational and advertising which offers a peek into the celebrity’s world wins.

     

    They are idealistic, realistic and competitive, all at once. The choice of careers is getting more diverse. They keep things light and aren’t deeply attached. They realise relationships have side exits.

     

    Girls are postponing marriage to experience independence and be financially secure. Priyanka Chopra’s ‘it’s more than a phone’ ad which tapped into this attitude was a big success.

     

    A competitive society pushes youth to be extra smart or hardworking. Most find the latter a difficult and boring path. Hence they resort to ‘jugaad’, the ‘chota short cut’ or ‘patli galli’. White lies are okay truths for them to get to the goal.

     

    This dark side of youth is sometimes admired and often not condoned by peers and society! Movies have captured this; brands haven’t done so as yet.

     

    Let’s look at the impact of technology. Every young Indian has access to a cellphone. India’s youth population dominates the 200 million Internet user base, the 100 million Facebook users, 80 million YouTube users and 30 million Twitter users. Technology allows youth to have multiple identities, mostly anonymous. It has made them multitasking champions and reduced attention spans.

     

    Mobile phones and social apps have given them a way to connect with the opposite sex in their own private space and express themselves through words and visuals. Youth from ‘love marriage’ families do talk about their girlfriends and boyfriends with their parents. Boys and girls are open to discussing their relationships candidly. Can brands use these insights in their communication?

     

    Technology makes youth consume, converse and create and gives youth social currency, however transient. It needs to be acquired by doing new and different things. ‘Talk value’ brands play a big role in building social currency. Brands can co-create by tapping into this consume, converse, create cycle.

     

    Indian youth are comfortable with consumerism. They happily switch between branded and unbranded choices and use a wide repertoire. Brands give them identity and are important to expressing their coolness but always at the right value.

     

    They want and respect socially conscious brands, however, they do not necessarily reward them with more business. Recycling in technology is a good example. How do brands get youth commitment to ecology and societal issues while staying on business strategy?

     

    The challenge is to market inclusiveness memorably, and be authentic. The good of the brand is in its product promise and delivery, the challenge is in behaviour and responsiveness in the social space. Brands need to engage with youth on their turf, on their terms.

     

    Youth passion revolves around sport, music, movies, shopping and hanging out. The emergence of English Premier League, the Spanish La Liga, NBA and F1 threaten cricket’s position. Brands that connect these broad passions do well; brands that force connection do poorly and are mocked for trying too hard.

     

    Youth and aspiration are two sides of the same coin in every generation, aspiration of a new way and today a new technology. Youth always seek ‘the next wave to surf’.

     

    India has 55,000 brands in the FMCG sector. Most of these brands view youth as the prime target segment. Yet, few get it right. Brands fail because they try too hard to be cool and in reality are too cold to be hot!

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

    		  

    Harish Bijoor

    Brand expert & CEO, Harish Bijoor Consults Inc

     

    Youth and trends – that’s really an oxymoron, moron! And that opening sentence, in-the-eye, in-the-face, and in the gut, is the way the youth talk. “Hey Dawg” is a loving appellation. Aside hug follows, that could get your shoulder dislocated, but it’s away of bonding and telling you we come from the same generation, and are headed to the same hell.

     

    Youth and trends are words that don’t necessarily go together.The moment something sets in, the category moves its cheese, chips and Coke. Trend is for the old.The young believe in change that is forever, and discontinuous.Anda discontinuous trend is really not a trend; difficult to track with method, science and meaning.Those who believe they are trend spotters live in a fool’s paradise.

     

    The trend you write about is as old as the day it was written. This piece is therefore not as much about telling you trends as teaching you how to trend-track. Teach a man to fish, rather than give him the now-truly dead Pomfret you caught this morning.

     

    Since trends are difficult to track, and have this yen to change, there is a great way of keeping in touch with the youth;what they do, wear, speak, eat and drink. Just watch them at it. Track them without them knowing. Catch them in their natural surroundings.

     

    By the way this is not home, school, college or even a spanking new entry-level office. Instead, it is the third-place where they are letting their hair down. Gyms, beauty-parlours, cafes, pubs, discs and more. It is here that they are themselves.

     

    Catch them on Twitter, Facebook or Tagged. Catch them with their pants down, with their second and third digital handles, on sites you never thought guys and girls like them would ever visit.The footprints you track today must be both physical and digital.

     

    Just as there are “physical third-places”, there are “digital third-places”. And thenwhen you havewatched them 1:1 inmyriad “third-place” locations, build that sketch of theirs.This will change in three months flat.Therefore, keep building, calibrating their mind, mood, language, tone and tenor. You just might be on the right track, then. I call this generation “The I-Gen” where I stands for Impatient.

     

    It’s the hallmark of youth. Patience cycles have progressively become smaller. Impatience is the newvirtue.The more impatient you are, the more of a ‘go-getter-youth’ you are.Whenyou can be Impatient, why be patient? Impatience hits you in the face all around.The youth are impatient with love.There are relationships on the front-burner, just as there is a parallel one on the back-burner.

     

    Multi-hob is the way to go. There is impatience in sex and no binding yourself tight within the confines of a marriage. Impatience is everywhere, and the salivating marketer is ready to cater to it.Whenyou fracture your patella and rush to the hospital, there are two cures possible.

     

    The patient one is to be in a cast for six weeks, and the impatient one is dowhat the doctor in the big hospital is recommending. Put in those nuts and bolts and be up and about in a week flat.The marketer here (in benign disguise) is the doctor recommending the high-priced quick-fix versus the low-priced plaster of paris in blue. This is everywhere in the youth space.

     

    Pay the price and get the lost time back.Welive with two currencies today: time and money. And often, time is at a premium. There is impatience in the foods we eat, fast food versus regular. Restaurants versus QSR’s. Quick-serve restaurants versus slow-serve restaurants, if you will. There is impatience in the yen to create wealth, just as there is impatience to spend it all.

     

    The bio-clock of the youth at large is ticking at a pace that seemsmuch more frenetic than at any time in our marketing history.There seems to be very little time to live, might as well live it fast and furious. Fashion, lifestyle, entertainment and digital use is witnessing this impatience all around. What then is the real problem at hand? It’s not what, it’s who.

     

    The marketers in the country who are an older lot,much older than the people they sell to.Whoare good at the old marketing format: Patience Marketing. Impatience is a mindset they just do not understand well enough. Even if they do, there is lip-service done to it.

     

    There is also this dominant attitude and notion in the minds of older marketers (and by old I mean age 30 and above, ouch!), that this impatience is a fad, and it will pass. Marketers instead need to learn and practice impatience. Embrace it within your brand DNA.

     

    Pack it within your brand offering, and showcase it to the youth. Resonate with this impatience and be a part of it rather than criticise and passes value-judgments, as an older person is bound to. Re-check your ‘young quotient’ dear marketer, before you attempt to market to the youth effectively.When was the last time you hit a discotheque and grooved to the tune of Timber and Dubstep? Do you even know what we are talking about? Ouch!

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

     


  • The programme will be conducted by Dr. Rasananda Panda, Professor of Economics and Head, General Management Area at MICA

    MICA to host three-day MDP on business research and analytics

    By A Correspondent

     

    MICA is set to host a three-day residential MDP on “Business Research and Analytics for Effective Decision Making” from 18 – 20 June, 2014 at its Ahmedabad campus. The programme will be conducted by Dr. Rasananda Panda, Professor of Economics and Head, General Management Area at MICA.

     

    Aimed at providing an in-depth understanding of various methods of conducting business research in a variety of management situations, the MDP has been designed to expose the participants to formulating research-problems, applying appropriate research design and skills of data generation, data processing and statistical analysis of basic and advanced levels.

     

    The programme is ideally meant for senior and middle level managers from – marketing research, data mining, analytics and search engine firms; FMCG and consumer durables companies; telecom, airlines, travel, transportation, hospitality and real estate businesses; companies in retail, tourism, media and entertainment sectors; as well as companies dealing in supply chain management and operations – who are responsible for briefing, conducting or analysing business research, including market research and consumer research.

     

    Commenting on the programme, Professor Panda, MICA, informed, “It has been designed to support participants in brushing up their understanding of research and data analytics via simple to relatively complex multivariate and econometrics tools and techniques, thus helping them make a fortune in 100 billion dollar big-data industries across the world.”

     

    The MDP would be laying special emphasis on how the research can help senior managers in the industry take better business decisions – by correctly defining the research problems, choosing the right research methodology and interpreting the research findings to generate key business insights.

     

  • Introduces an audience measurement matrix Gross Impression Points

    Milestone Brandcom launches Milestone Optimizer

    By A Correspondent

     

    Milestone Brandcom has launched a ground-breaking audience measurement eco-system labelled ‘Milestone Optimizer’. Milestone Optimizer will cover 35 cities to provide an exhausted knowledge bank of opportunities and scope for planning in the outdoor advertising space. The optimizer introduces a new measurement matrix Gross Impression Points (GIP) for the OOH Medium. GIP Or Gross Impression Points definitively measures the reach and frequency of an OOH campaign giving it a holistic planning solution.

     

    The intensive web based tool is an industry first built on technology and scientific data collated over the years that will help marketers, media planners and buyers make superior and cost effective outreach to consumers. Giving a more wholesome look on media planning by providing factual data collected on traffic count, consumer behaviour and segmentation, the Milestone Optimizer provides accountability at time when most agencies refer to instincts rather than science. Milestone Brandcom has invested over 5 crore rupees in developing this apparatus and has covered top 10 towns in India which account for 75 per cent OOH advertising spends. The cities include Delhi, Mumbai, Bangalore, Hyderabad, Kolkatta, Pune, Ahmedabad, Lucknow and Ludhiana.

     

    Nabendu Bhattacharya

    Nabendu Bhattacharya, MD & Founder Milestone Brandcom said, “The Milestone Optimizer is a culmination of countless hours of hard work, research and scientific planning by our team. We have invested a great deal in the tool in an attempt to make OOH planning a lot more organised and scientific in the industry. Through the use of the Optimizer, brands will soon grasp the scope in this 1900 Crore INR sector and understand how underutilized it is in the country. The GIP measurement matrix is a complete scientific measurement solution that will redefine the OOH Industry. This is another benchmark in Milestone Brandcom’s journey”

     

    The Milestone Optimizer provides reach and frequency of different modes of OOH advertising through Gross Impression Points (GIP) that can also be compared with the more conventional forms of advertising such as print, TV and radio. It allows one to evaluate category benchmarking and market threshold level of activity giving a whole new dimension to media planning. It is combination of the latest technology and years of experience.

     

    The Milestone Optimizer tool was developed with the support of Industry veterans, media owners, marketing and brand managers across categories and brands. IRS iLAP (Hansa Research); TGI (IMRB Research), Traffic Study (Gfk Mode); Technology Partner (Unikov Technologies) are few of credible databases used in developing a robust scientific planning OOH Tool.

     

  • 4 Black & 37 Blue Elephants awarded to advertising and digital agencies

    Ogilvy wins big at Kyoorius Awards

     

    By Sandeep Puraname

     

    The Kyoorius in association with D&AD, announced the winners of the 2014 Kyoorius Advertising & Digital Awards at the awards ceremony at the NSCI Indoor Stadium in Mumbai. The night was a celebration of the best in Indian creativity with an attendance of over 1200 creative professionals from the advertising and digital spheres and clients from across India and some from around the world.

     

     

    Curious about the Awards terms?

     

    Like the D&AD awards internationally, Kyoorius Awards have no gold, silver or bronze, and it is the jury’s prerogative to award more than one Blue Elephant in a category, or none at all.

     

    In-book: Work that stands out above the rest and meets the three judging criteria, for being 1) An original and inspiring idea, 2) Well-executed, and 3) Relevant to its context. Amongst the best pieces of work in the year, in-book winners are the nominees for Blue Elephants.

     

    Blue Elephant: Checks off all three criteria and reaches the Kyoorius Awards benchmark of creative excellence. Recognised as a symbol of the very highest creative achievement.

     

    Black Elephant: Best of Show. The ultimate prize. Work that is truly ground-breaking amongst all the judged work.

     

    Masters of Ceremonies Kamal Sidhu and Suresh Venkat conducted the proceedings accompanied by Dutch performer Ken and the Indian rock band The Other People and DJ Hiren.

     

    The focus was clearly on the awards, as 114 in-book winners were announced, with 75 in Advertising, and 39 in Digital. In-book winners were also nominees for Blue Elephants, and among the 114 entries nominated, the two juries awarded 37 Blue Elephants – 24 in Advertising and 13 in Digital. Senior industrypersons presented the awards.

     

    Ogilvy & Mather emerged as the most awarded agency, with three Black and seven Blue Elephants and 45 In-book wins.

     

    Across the advertising categories, 24 Blue Elephant winners included campaigns by Grey Worldwide, Ogilvy & Mather, Publicis India, Sapient, DDB Mudra, Happy Creative Services, BBDO, Ideas@Work, Scarecrow, BBH, Soho Square, Creativeland Asia, First December Films and Candid Marketing.

     

    And at the digital awards, 13 Blue Elephant winners included works by Hungama Digital Services, Creativeland Asia, Fractalink Design Studio, Webchutney, Sapient, 120 Media Collective, BBH India, DDB Mudra, NicheMinds, and Ogilvy & Mather.

     

    Four Black Elephants were awarded to groundbreaking work that redefined the category it was entered in,  by creating a new conversation with its audience, or a transformational impact on the industry.

     

    DDB Mudra was awarded a Black Elephant for The Last Telegram (Category: Direct Response), a direct  response campaign that saw an opportunity to commemorate the final day of India’s telegram service by reminding Birla Life Insurance customers to think about their future.

     

    Ogilvy & Mather took home three Black Elephants in 3 categories –

     

    • The Good Road – Created for Bangalore Traffic Police and Castrol India (Category: Technological Innovation). In the campaign, a helmet was designed to remind bikers about road safety and motorbikes would only start once the helmet was worn by the rider.
    • CleftToSmile – Created for Operation Smile India (Category: Use of Social Media). This social media campaign transformed a simple combination of keyboard characters into an identity and highly successful Twitter campaign for Operation Smile India’s Cleft to Smile initiative.
    • Google ‘Reunion’ – Created for Google India (Category: Online Branded Films). Ogilvy & Mather  created a film that highlighted Google’s search engine by creating a touching story with the India-Pakistan Partition as a backdrop.

     

    Tim Lindsay
    Rajesh Kejriwal

    Tim Lindsay, CEO of D&AD commented: “D&AD is very proud to be partnering with Kyoorius in India. I hope we’ve brought some rigour and transparency to the judging process. Certainly the standard of work  has been fantastic – something we saw demonstrated at D&AD’s own professional awards three weeks ago in London, where Indian agencies had multiple in-book and nomination successes. Our commitment to  this partnership is long-term. We look forward to an increased involvement with the Indian creative community as we develop our New Blood programme with Kyoorius.”

     

    Said Rajesh Kejriwal, Founder CEO of Kyoorius: “Considering this was our first year for the  Advertising Awards & Digital Awards, the response has been outstanding. The 988 entries across  Advertising and Digital are further validation of the Kyoorius Awards format, and our association with D&AD. We will continue to provide a neutral and transparent platform for the Indian creative industry.”

     

    “During the jury sessions, we saw a strong desire from jury members to constantly weigh in and consider the cultural context when judging the work. The importance of staying relevant to the Indian market was never overlooked, especially with the international jury.”

     

    Alongside the Elephant winners all nominations will be featured in the Kyoorius Advertising Awards Annual  and the Kyoorius Digital Awards Annual — distributed across the fraternity and to corporate for creative inspiration

     

     

     

  • Until recently head of brand and marketing at the Dainik Bhaskar group, Sanjeev Kotnala confesses that not getting his former brand to associate with the Kyoorius awards was a mistake. Now founder and Head Catalyst, P1P2Solutions, he comments on the Kyoorius Digital and Advertising Awards show held last week, interspersing his tweets while at the awards

    Sanjeev Kotnala: Curious how things will be after #Kyoorius

    Sanjeev Kotnala

    By Sanjeev Kotnala

     

    On the 12th night when I entered the NSCI Stadium, I cannot be faulted for thinking that I have reached the wrong destination. But the miniature Black Elephant magnetically attached to my shirt and the big bold Kyoorius branding made me comfortable. The signs were there – expectations have been raised and the acid test was few minutes away. I was so floored by the whole ambience including minor but relevant thoughtful things – the centresquare bar (already operational at 7pm), the tall tables with the snacks placed under cellophane covers, a designated comfortable smoking area and a very informal scattered seating. There was definitely a style and class statement being made.

     

    My first tweet of the evening was a tribute to the efforts placed by Rajesh Kejriwal and team  and my mistake in not really pushing the brand to associate. This was a business of Trust and Vision and I had come short on that.

     

    “I can say, missing the opportunity to associate with #kyoorius awards the biggest mistake for the brand this year”. And I know here the sponsor has signed a long-term deal and the opportunity has really been lost.

     

    Though the event started a bit later than it should have been, the whole event management made you forgive them on this count. The very short speech, adding to the very comfortable MC’s, who were neither loud nor crass was amplified.

     

    The house announcement on ‘Don’t Drink and Drive’ with Meru cabs available at the end of the function took few worries off people mind and added to the energy flowing. “What a thought, Make me drink with central bar open through the evening and then keep #MERU on call. Nice. #Kyoorius”

     

    The awards were really well-synchronized with no glitches. It’s not their fault if people still do not know their right hand from their left, and in spite of politely announcing would sit at distant corners resulting in inordinate delays. Yes, initially I thought the ramp was a bit long, but then when the presentation AV started, all fell in place. More so, I believe the long walk on the ramp allowed the winners that extra nano movement of enhanced celebration.

     

    Now, this award had already won a few battles. Starting as an outsider, the sponsors were in place, the intent and priorities of the organizers were absolutely right, the entries count was robust, the jury well constructed (maybe needed a bit more Indian touch) and with the Open Jury session (though cramped) won the war on being progressive, transparent and innovative. There were some scam ads, which were withdrawn further adding to the attractiveness. No doubt we had people who have shunned Goafest walk the ramp, with a smile and a fist rising through the air accept the award in all their humility. Seeing industry leaders at the event was a well-appreciated fact. The support that the award could garner was something not missed.  “Seeing people who refused entering Goafest collecting awards at #Kyoorius #Meetmerit places them (Awards) at a league above the rest”. This was summation of thoughts overheard at many conversations.

     

    ‘Now ball is on #abby #AAAi #ADCLUB court. #Kyoorius #meetmerit throws a challenge. Rejuvenate or Die’. Now that maybe too harsh a statement – but in many ways a reality. I have overhead a few people talking in these terms. Goafest 2015 would be a defining year. The hope has been extended – one can use that to climb, set out an agenda and create a new benchmark or could use the rope to…

     

    “#Kyoorius awards. WTF Expression. Well done. Like it already. Set a benchmark’. Did we all not agree that competition is good.

     

    And dear Rajesh, there are a few things that I thought I will discuss with you in person.

     

    Sanjeev Kotnala is Head Catalyst, P1P2Solutions

     

  • The Innovation category has already sprung the first major upset, by the omission of Terre des Hommes' 'Sweetie' by Lemz

    Lukewarm start for India @CannesLions2014

    By Delshad Irani

     

    India is not off to its greatest start as the first shortlists were released at Cannes Lions 2014. In the category of Direct Lions are McCann Worldgroup’s ‘Share My Dabba’ for Happy Life Welfare & Dabbawala Foundation and Ogilvy’s ‘Operation Smile India’ for cleft awareness that made it to the shortlists, out of 88 entries from India.

     

    Out of the 86 entries India submitted in the Promo & Activation category, up for an award are just Havas Worldwide’s ‘No Child Brides’ for Child Survival India; Ogilvy’s ‘Message Barter’ for The Akanksha Foundation and Geometry Global’s ‘Jump Pump’ for Hindustan Unilever, which made hygiene and washing hands a fun activity for children in village schools.

     

    Hindustan Unilever’s ‘Kan Khajura Tesan’ is India’s sole entry in the Innovation Lion shortlist. The entry used radio, mobile and entertainment content to successfully engage with people in India’s media-dark areas. It is fighting for a Lion in the category that has Project Daniel, an initiative that helped create 3D printed prosthetics for children of war, a drinkable book and the Adidas Brazucam, a football with a view.

     

    The Innovation category has already sprung the first major upset, by the omission of Terre des Hommes’ ‘Sweetie’ by Lemz. Oh the irony! Picked as a top favourite to bag the Innovation Lion by many in the industry, it involved creating a virtual girl to catch sexual predators online. Sweetie helped identify over 1000 paedophiles from 71 countries

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The initiative invites 12 women, who have been chosen from nominations sent in by agency leaders across the globe, to Cannes Lions for a unique programme and filmmaking project

    Sonal Dabral to mentor Creative Women at Cannes Lions

    By A Correspondent

     

    Sonal Dabral has been chosen by The Cannes Lions International Festival of Creativity as one of the 12 mentors of the ‘See It Be It’ initiative. The initiative invites 12 women, who have been chosen from nominations sent in by agency leaders across the globe, to Cannes Lions for a unique programme and filmmaking project. It will run from Sunday 15 June to Tuesday 17 June in Cannes, France, home to Cannes Lions.

     

    The programme aims to further women’s careers in the creative industry, encouraging them to stay in the industry. Across three days, 12 women will be part of an inspirational and educational programme which will take place during Cannes Lions. The agenda will include guided access to the jury rooms, meet and greets with VIP speakers, dedicated sessions by industry leaders and by the Berlin School of Creative Leadership, and a mentorship event supported by SheSays.

     

    Commenting on the initiative, Lions Festival’s Director of Brand Strategy Senta Slingerland, said, “We know a more gender-balanced creative industry will result in better work. This programme identifies the next set of female creative heavyweights – they exist, but need an extra push into the spotlight. Mentorship is an important part of this programme. Sonal has always supported what we were trying to achieve which he’s one of only two male mentors this year! The others are very successful and inspirational women from around the world.”

     

    Sonal Dabral
    Sonal Dabral

    Commenting on being a mentor for the initiative, Sonal Dabral, Chairman & CCO, DDB Mudra Group, said, “”See It Be It is great initiative by the Cannes Lions Festival, which focuses on one of the fundamental problems our industry is facing the world over. I am honoured and excited to be invited as one of the mentors and I look forward to interacting and sharing my experiences with the future stars of our industry. I wish this truly commendable programme long life and great success.”