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Tag: 82.5 Communications

  • It is titled ‘#JeeruInside #JeeruOutside’

    82.5 Communications and Xotik Frujus release new campaign for Jeeru

    By A Correspondent

     

    Jeeru, the Jeera Masala drink from the house of Xotik Frujus, has a new campaign conceived by by 82.5 Communications. It is titled ‘#JeeruInside #JeeruOutside’.

     

    Said Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications: “It’s wonderful when a brand gives you the opportunity to be whacky — in a relevant way, of course. We had fun creating this campaign. Fun that should lead to great results! Cheers to Jeeru! Cheers with Jeeru! Inside. And outside.”

     

    Added Kapil Arora, Co-Chairman and CEO, 82.5 Communications: “The monsoon always brings about mixed emotions. Some love the rains, others love to hate it. With this fun campaign, we wanted to reiterate, whatever your stance this monsoon – make the moment more refreshing, with Jeeru. Inside or outside.”

     

     

  • The campaign is supported through TVC, Print and Outdoor media, as well as a series of quirky short films released on the digital medium

    82.5’s campaign for Himalaya Purifying Neem Wash

    By A Correspondent

     

    ‘Pimple-free, healthy skin ka expert’ is the latest campaign for Himalaya Purifying Neem Face Wash conceived by 82.5 Communications, Bengaluru. The campaign is supported through TVC, Print and Outdoor media, as well as a series of quirky short films released on the digital medium.

     

    Said Rajesh Krishnamurthy, Business Director-Consumer Products Division, The Himalaya Drug Company: “Himalaya has been a pioneer in offering safe, effective and trusted skin care solutions for decades. Himalaya Purifying Neem Face Wash is one of our flagship skin care products that has gained the trust of many consumers to discover ‘pimple-free healthy skin’. In this campaign we have introduced certain visual gestures for healthy skin that every teenager would aspire for.”

     

    Added Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications: “When you have a great product and a successful continuing campaign, the pressure on the agency is to live up to them. I think we have succeeded in bringing new relevance to the communication, which will aid young girls in clearing their confusion — and their skin.”

     

    Said Naveen Raman, Senior VP & Branch Head, Bengaluru, 82.5 Communications: “Being the market leader in a category comes with a set of responsibilities. This strategy was thought through, keeping in mind the current scenario and looking at the consumer’s expectation from an anti-pimple face wash. Himalaya Purifying Neem Face Wash has always been the go-to brand for taking care of pimples. The need of the hour was to underline the delivery of ‘Healthy Skin’ with emphasis on the expertise of Himalaya and the science that goes into its products.

     

    Given the lockdown shooting the film was a challenge, which, notes the communique, was effectively executed by V K Prakash from Trends Adfilms.

     

     

  • Uses’reverse poetry’ to spread the message of reversing the damage we have caused to our planet

    Luminous & 82.5 campaign on World Environment Day

    By A Correspondent

     

    It was World Environment Day on Friday, June 5 and inverter-makers Luminous unveiled a campaign by the Ogilvy group’s 82.5 Communications.

     

    Said Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5: “We thought it apt to use the device of ’reverse poetry’ to spread the message of reversing the damage we have caused to our planet. This message is more relevant than ever this year as we have experienced both the ill-effects of a ‘disturbed nature’ as well as proof of how quickly it regenerates when left in peace.”

     

     

  • #LockdownWaaliMaa celebrates unexpected mothers

    Jeeru salutes the maternal instinct in adversity

    By A Correspondent

     

    Jeeru, a jeera-based drink from Xotik Frujus, has been engaging with consumers and fans on different digital platforms during the lockdown period. Starting Mother’s Day, Jeeru has launched a new campaign, #LockdownWaaliMaa celebrating unexpected mothers – people who are displaying their inherent maternal instincts and caring for others, during the lockdown.

     

    Speaking about the idea, Rajeev Sehgal, Chairman, Xotik Frujus said: “In these unprecedented times the positive thing we are seeing is people stepping up to help each other by being more caring in so many ways. There is no better caregiver than one’s mother and in these times of lockdown, all of us are embracing the qualities and strength of a mother. Taking inspiration from our daily lives, we decided to dedicate and give a refreshing salaam to our #LockdownWaliMaa. Happy Mother’s Day.”

     

    Added Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications: “What makes this film different is that it focuses not on ‘real’ mothers but their ‘stand-ins’. If all of us could provide a bit of ‘maternal affection’ to those around us in need of it, the world would be a sweeter place.”

     

     

  • Himalaya and 82.5 Communications have created a digital film to introduce the new range of hand wash

    For Himalaya, Namaste is the way to go

    By A Correspondent

     

    Himalaya and 82.5 Communications have created a digital film to introduce the new range of hand wash and sanitisers – Himalaya Pure Hands.

     

    Speaking about the film, Philipe Haydon, CEO, The Himalaya Drug Company, said: “This film captures the beauty, essence, and great wisdom of our Indian greeting, Namaste. Today, as we practice social distancing, the phenomenal knowledge and wisdom of this greeting holds great value in our lives. At Himalaya, we have always been inspired by our rich heritage. We hope that this film spreads love and happiness as well as keeps you all safe. Stay safe, stay healthy. Namaste from our hearts at Himalaya to yours.”

     

    Added Sumanto Chattopadhyay, Chairman and CCO, at 82.5 Communications: “The Namaste is such a beautiful yet practical gesture with so many layers of meaning. It is wonderful to make this film for Pure Hands as a vehicle to spread the message of the Namaste—a message that is all the more meaningful during the pandemic.”

     

     

  • The idea is to go behind the mask and identify and help the people who might be victims of abuse

    82.5 partners Aangan Trust to highlight domestic abuse

    By A Correspondent

     

    During the nationwide lockdown, groups like women, children and the elderly have faced violence of unspeakable proportions where they should be the safest: in their own homes. In the first week of lockdown alone, one hotline received double their usual number of calls to report abuse. But because survivors are trapped indoors with their abusers, and making an emergency call may be impossible for many and it is more important than ever that we be vigilant as their friends and neighbours.

     

    Notes a communique: “The mask is a regular feature of our lives today. The idea is to go behind the mask and identify and help the people who might be victims of abuse. Aangan Trust believes that community support is crucial in addition to the efforts of the government and police. At this time, it is more important than ever for all as community members to remember that folks we know may be facing violence at home. The campaign aims to shed light on our sisters, brothers and children who are feeling unsafe. “

     

     

  • Ahuja will be based out of the Mumbai office and will report to Joint CEO Hareesh Tibrewala

    Mohit Ahuja to head brand strategy & client services at Mirum

    By A Correspondent

     

    Mohit Ahuja

    Mirum has brought onboard Mohit Ahuja as the Director of Brand Strategy and Client Services. This position sees Ahuja with responsibility of managing brand planning and client servicing divisions at Mirum. Ahuja comes with two decades of extensive agency experience across the likes McCann, Ogilvy, DDB and latest being an eight-year stint with 82.5 Communications (earlier Soho Square) as Senior Vice-President.

     

    Ahuja will be based out of the Mumbai office and will report to Joint. CEO Hareesh Tibrewala.

     

    Hareesh Tibrewala

    Said Tibrewala: “Mohit is a great addition to the Mirum family. With his two decades of agency stints, he brings a lot of rich advertising and marketing experience to the table. We have very talented client servicing and brand planning teams at Mirum, and we are sure Mohit will provide direction and able leadership to them.”

     

    Added Ahuja: “I am thrilled to be a part of Mirum. The agency is growing, has big ambitions and I am looking forward to being part of this journey.”

     

     

  • The new campaign promotes Luminous’ inverter batteries in a quirky and unconventional way

    Luminous unveils summer campaign with Tendulkar

    By A Correspondent

     

    Luminous Power Technologies announced the launch of its new TVC campaign featuring brand ambassador Sachin Tendulkar. Through this campaign, Luminous intends to draw more attention to its inverter batteries which it claims are long-lasting, in a striking, unconventional and appealing manner.

     

    Introducing the campaign, Sachin Bhalla, Senior Vice President, Marketing, Luminous Power Technologies said: “Luminous is considered to be one of the most reliable brands when it comes to inverters and batteries. Our campaigns so far have been focused more on our inverters than our batteries. Through our new campaign, we wish to put emphasis on Luminous’ high-performance batteries which are amongst the longest lasting batteries in the country. We are thankful to Sachin for his continued patronage with the brand. His presence on the screen brings great value and helps us building a greater brand connect with our end users.”

     

    The TVC has been conceptualised by 82.5 Communications. Talking about the campaign concept, Chandana Agarwal, President, 82.5 Communications said: “Working on communications for inverters and batteries is never easy as they tend to get very dull and clinical. This time fortunately for us, we had a very interesting brief which was single-minded and emphasised on long-lasting inverter batteries. We took this as an opportunity to humanise the product and bring about humor and nostalgia alongside our key proposition. We have attempted to make it crisp and universally understood. We had a great time working on the creatives as it brought out the child in all of us and we hope that it brings out the same emotion in everyone who sees it.”

     

     

  • The film features a contractor Dhaniram and his daughter, as the key protagonists

    ACC celebrates eco-friendly Holi

    By A Correspondent

     

    ACC has a digital film promoting eco-friendly Holi celebrations. Conceived by 82.5 Communications and produced by Brooomsticks, the film features a contractor Dhaniram and his daughter, as the key protagonists.

     

    Said Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications: “One eco-friendly act can inspire many more. Just as Dhaniram inspires his daughter to find an ingenious way to play an organic Holi, I hope ACC’s range of eco-friendly products inspire thousands of home-builders across India to create eco-friendly homes.”

     

    Added Ashish Prasad, Chief Marketing Officer, ACC Limited: “ACC is among the first of Indian companies to include a commitment to environmental protection as one of its corporate objectives. ACC has always been committed towards sustainability and towards practices that progressively draw lesser natural resources. Our concrete bricks and blocks, no curing plaster and one of our premium cements are a testament to our ‘Karein Kuch Kamaal’ philosophy. With this film, we hope to have raised awareness about the need to play a safe and eco-friendly Holi.”

     

     

  • The agency has bagged nine clients in the recent past. And it’s won several awards, including the mother-of-all, the Grand Effie at the recent Effie’s Awards

    82.5 celebrates anniv, with many wins and awards

    By A Correspondent

     

    It was a celebration with a difference. The media was invited to a potluck, with senior staff from the now-not-so-new 82.5 Communications. So Chairman and Chief Creative Officer Sumanto Chattopadhyay brought in some Kosha Mangsho (Bangla Mutton Curry) made by his all-new Bong cook. Co-chairman and CEO Kapil Arora brought in some Chholay Masala and pickle and green chutney. Some amazingly tasty kheer with understated sugar by Mayur Verma. Samrat Bedi brought in the cake. As did WPP’s CFO in India Inigo Franco. And so on.

     

    The objective was to celebrate the first anniversary of the Ogilvy group’s 82.5 Communications. Piyush Pandey, Chief Creative Officer, Worldwide & Executive Chairman, India, The Ogilvy Group was in the house, and sitting along with Arora and Chattopadhyay to speak to the media.

     

    So well among other things, the agency has bagged nine clients in the recent past. And it’s won several awards, including the mother-of-all, the Grand Effie at the recent Effie’s Awards.

     

    It may be recalled that last year, Soho Square, the second agency from the Ogilvy India stable, was relaunched as 82.5. The new agency also subsumed all of Bates’s business.

     

    We asked both Pandey and Arora about why the Bisleri entry that bagged the Grand Effie wasn’t entered as an Ogilvy group entry. Had they done that – as some other agencies also club the work of their group, Ogilvy would’ve been a solo #1 and not having had to share honours with McCann. To be fair, in Effie’s 2014 too, Ogilvy was #1 and Soho Square with #5 and had bagged the Grand Effie for the Bharatiya Janata Party (BJP) election campaign. So the policy to give the smaller sibling agency a distinct identity is not new.

     

    Here’s what Arora said to the media:

    While Sumanto spoke to you about our work, our creative talent, our accolades, I would also like to shine a light on where we are on the individual things we set out to achieve in the last year:

     

    1. Build a profile of interesting India first businesses that resonates with our positioning.  90% of our client mix comprises India-first clients.  We also have global brands come to us, like Milo, which wanted a Tamil Nadu-out insight reflected in their work.  So they too see value in our India first expertise and approach.

     

    2. Open platform model – as a small outfit, it made absolute sense to keep brand custodianship, strategy and content expertise in house, while working with partners to offer allied services in media, social, PR, retail and activation.  In implementing that model, we had a few learnings and have since pivoted to build that circle of partners within WPP alone.  This helps us retain better quality control and ownership for our clients and a move like the WPP campus really aids is in that regard.

     

    3. Language first – we’ve already built in house language thinking expertise beyond Hindi and English, starting with Bengali, Marathi and Tamil.  This repertoire will continue to increase through a mix of in house talent and a circle of friends from the local film and theatre circuits

     

    4. Business – I’ve been here six months and I can tell you the energy has been electric.  Our mandates with our largest clients ITC, Himalaya, ACC, Bisleri have significantly strengthened.  We’ve won 9 of our last 11 pitches.  And bagged mandates from Nestle Milo, a few dairy projects with them as well, IDBI bank, Haldirams North, Hero Lectro, a few brands from the RSPL group, Campus Shoes, Pearson education and Jeeru – a jeera-based carbonated beverage right here in Mumbai.

     

    5. Elbows in approach to brands – with the coming in of Rishabha Nayyar, our National Planning Lead, he’s championed a whole new elbows in approach of getting to know consumers under the skin.  Every client-facing employee is encouraged to meet consumers one on one, before reaching the solutioning stage.  Little wonder that clients are looking at us for more upstream conversations, including a few strategy-only mandates, like FirstCry.

     

  • It urges all mobile phone users in the country to pause, think and send the ‘Back’ emoji to verify the authenticity

    Lava sparks off movement against fake forwards

    By A Correspondent

     

    Lava International launched its Republic Day campaign – #SendItBack last week. The campaign highlights the ongoing menace of fake forwarded messages that create panic and fuel acts of violence. It urges all mobile phone users in the country to pause, think and send the ‘Back’ emoji to verify the authenticity of a forwarded message before sharing it with the others.

     

    Conceptualised and executed by 82.5 Communications, the campaign has been rolled out across various digital platforms including Facebook, Twitter, Instagram and Youtube.

     

    Speaking about this special initiative, Mugdh Rajit, Marketing and S&D Strategy Head, Lava said: “The menace of fake news is growing by leaps and bounds. The fact that India has the world’s second largest number of mobile phone users, makes it very important for us to curb the fake rumours from spreading. Lava is a proudly Indian brand and we believe that it is our responsibility to contribute to society. With #SendItBack initiative we intend to spark-off a movement against fake forwards so that the social media does not become a tool for the perpetrators of the violence. We envision this moment to go beyond the boundaries of the brand, wherein the audience is fighting this social issue in unison.”

     

    Added Sumanto ‘The English Nut’ Chattopadhyay, Chairman and CCO, 82.5 Communications: “India is at the heart of the 82.5 DNA – so we’re grateful to Lava for the opportunity to create communication that benefits the nation.”

     

    Commenting about the launch, Chandana Agarwal, President North, 82.5 Communications, added: “Lava has been running the Proudly Indian campaign for a year and a half and it always picks up messages that are relevant and makes one rethink patriotism. We are very excited about the message this year, with a handset in every hand, it is the responsibility of every Indian to fight fake news. This campaign is an important step towards making people aware of this duty.”

     

     

  • Mathur will head creative for 82.5 Delhi

    Preeta Mathur is GCD at 82.5

    By A Correspondent

     

    Preeta Mathur

    82.5 Communications has announced the appointment of Preeta Mathur as Group Creative Director, 82.5 Communications. She will be is located in Delhi and will head creative for 82.5 Delhi.

     

    Said Sumanto Chattopadhyay, Chairman & Chief Creative Officer: “Preeta Mathur joins us as the new creative head of 82.5 Delhi. With two decades of experience at agencies like JWT, DDB and Grey, she has worked on Adidas, Nestlé, Pepsi, Marico, Hero Honda, GSK, UNICEF and USAID, amongst other brands.  She considers herself an insight miner and was keen to join 82.5 because our India-first positioning appealed to her. I look forward to Preeta taking the 82.5 Delhi creative product to the next level.”

     

    Added Kapil Arora, CEO and Co-chairman, 82.5 Communications: “In Preeta, we found a happy human being, who believes as much about building a great work environment, as the work itself. She is rooted in consumer insight and has the wings to deliver ingenious creative solutions for our fantastic set of clients at 82.5 Delhi. I look forward to Preeta and Chandana Agarwal making our formidable Delhi offering even stronger.”