MxMIndia

Tag: Abhik Santara

  • A delightful series of 5-second commercials for Mother's Day

    Ogilvy and Red Label unveil Moms Vs Internet in 5-seconders

    By A Correspondent

     

    Leading up to Mother’s Day, Ogilvy Mumbai and Brooke Bond Red Label have launched a series of un-skippable five-seconder pre-rolls, where moms talk to their ever-online kids.

     

    Said Harshad Rajadhyaksha, ECD, Ogilvy Mumbai:“The campaign is not born out of any duration restriction. It is born out of a very pertinent insight – The only way your mom can get your attention these days is if she appears in an un-skippable format.”

     

    Added Kainaz Karmakar, ECD, Ogilvy Mumbai: “In each of these commercials the mother makes a sharp point about losing the time of her children to their obsession with the internet. The beauty is, she uses the Internet to make this point.”

     

    Said Abhik Santara, EVP, Ogilvy Mumbai: “Red Label Tea believes in being present on every relevant occasion and tell consumers in as many ways as possible that togetherness is just a cup of tea away.”

     

  • Tea can't cure Alzheimer's but it can cure loneliness

    Red Label Tea out with another thought-provoking campaign

    By A Correspondent

     

    In keeping with its tradition of centered around togetherness, Red Label tea has launched another story in the series.Explaining the campaign, Kainaz Karmakar, ECD, Ogilvy Mumbai said: “Loneliness is the biggest disease going around in the world. And it hits people with Alzheimer’s that much harder because they are not even in a state to complain about it. Luckily we have a client who is as sharp and sensitive as this issue demands, so we could do what we set out to. Tea can’t cure Alzheimer’s but it can cure loneliness.”

     

    Abhik Santara, EVP, Ogilvy Mumbai added: “‘T’ for togetherness is more than a hashtag for this campaign. It is a call to action. All the work on Red Label nudges us to dissolve some social tension that faces us in current times. This time it is nudging us to remember the people we have forgotten.”

     

    Said Harshad Rajadhyaksha, ECD, Ogilvy Mumbai:: “All good communication must work at two levels. It must deliver the brand message and the human message. We were lucky to find a story that does both. Prasoon Pandey, worked nothing less than magic in taking this story from page to screen. Here’s hoping everyone who watches it enjoys it of course, but also does their bit in making someone less lonely.”

     

  • For the record, Ogilvy India already manages the Pulsar and Platina brands

    Ogilvy wins integrated creative mandate for Dominar 400

    By A Correspondent

     

    After a rigorous pitch process lasting more than two months, Ogilvy India has won the business of Bajaj Auto’s Dominar. The size of the account is not yet known but the bike’s launch is expected to be accompanied with an aggressive marketing activity. Ogilvy already manages Bajaj’s Pulsar and Platina brands.

     

    Commenting on the development, Sumeet Narang, VP Marketing, Bajaj Auto Ltd said: “Dominar has been one of the most awaited launches. It will be the biggest and most technologically advanced bike from our stable and we expect it to take motorcycling in India to a next new level. We therefore wanted a concept that was unusual yet something that bikers could connect well with. We found the idea presented by Ogilvy meeting that expectation and having sufficient play for future build ups.”

     

    Added Abhik Santara, EVP,Ogilvy Mumbai: “This win is really special. It is about creating a whole new world of biking, something which we had done for Pulsar many moons back.   Sumeet gave us a very clear brief on this and the chances of misinterpreting it were practically zero, which made the pitch process even more difficult. Our strategy and creative had to be sharp like a razor to stand out. We are proud that we had both, and more importantly, a client who spotted it in one shot. The Ogilvy team working on Bajaj across planning, servicing and creative (quite a few of them are avid bikers) had the most satisfying time working on this pitch and are now fully gearing up to manage the launch.”

     

    Said Sukesh Nayak, ECD, Ogilvy Mumbai, who believes that this was one of the sharpest and yet toughest briefs to crack: “We knew the feeling it is needed to evoke with the rider and yet find a cut which is never done in the biking world. But once we had cracked the idea, we knew it. There was no looking back from there and it is one of those rare cases where the pitch campaign is being produced for the final launch. Fingers crossed, this will surely make bikers take note.”

     

  • The campaign aims to amplify the idea of not having to compromise one's desires in order to save for the future

    SBI Life’s new TVC urges people to fulfil their wishes

    By A Correspondent

     

    SBI Life launched the latest TVC titled ‘Ab har shouk poora hoga’ (now every wish will be fulfilled), taking forward the brand’s core idea of – Celebrating Life, wherein the protagonist indulges himself in the most unexpected way for its product SBI Life Insurance’s Wealth Plan. The campaign aims to amplify the idea of not having to compromise one’s desires in order to save for the future.

     

    Created by Ogilvy & Mather, the campaign amplifies the idea of not having to compromise your desires in order to save for the future. One half of our life is spent in working hard and saving harder in order to secure the other half. No wonder that insurance communications have always pegged around the later aspect on how to secure our family’s life once we have no income. Given the clutter, the communication of SBI Life Insurance’s Wealth Plan is distinctly refreshing.

     

    “The campaign very beautifully captures the sheer pleasure one experiences while indulging in luxury, with a touch of humour to it. It shows how SBI Life’s Wealth Creation with Insurance Plans lead one to prosperity and a life full of indulgence,” says Braj Kishore, Head- Brand & Corporate Communication, SBI Life Insurance.

     

    Explaining the campaign, Zenobia Pithawalla, Executive Creative Director, O&M, says: “The common man in India spends his whole life and money on every day, mundane things. We wanted to show him, through SBI Life’s Wealth with Insurance Plans, that life can be different.Our film shows a common man indulging in an expensive hair wash at a very fancy salon. What’s more, all this for a few, non-existent strands of hair. Making our point that with the right plan, you can live life the way it is really meant to be lived.”

     

    Abhik Santara, Senior Vice-President, O&M, says: “The communication task for any financial product is duel. First is to create excitement for the product and the second is brand persuasion. Our campaign, hopefully, will make the category ‘interestingly’ desirable without making one grim with future anxiety.”

     

  • The TVC takes one through the journey of an army man who is questioning himself – has he truly been a good father to his child?

    ‘Are you a Great Dad?’, quizzes SBI Life through new campaign

    By A Correspondent

     

    SBI Life Insurance has launched its new brand campaign by O&M Advertising that questions the responsible parent in all of us, by asking the pertinent question, ‘Are you a Great Dad?’ The TVC takes one through the journey of an army man who is questioning himself – has he truly been a good father to his child?

     

    The film opens on the army man back from duty waiting longingly outside his child’s school to receive him. The son on seeing his father rushes into his arms and they exchange a big warm hug. The film continues with the father and son enjoying playful moments together, before the mother interrupts to get the child ready for school. It is followed by the child polishing his shoes, imitating his father’s every action. The film finally ends on the child about to fall asleep on the sofa while reading a story book and the father coming in just in time to cushion his fall. Throughout the film we hear the voice of the army man wondering if he has been a great dad.

     

    Braj Kishore, Head – Brand and Corporate Communication, SBI Life Insurance said: “The need of the hour is to get consumers to buy Insurance for the right reason which is Protection. Being market leaders we felt it was important to make people realize that it is not only what they do when they are around that makes them a responsible and great parent but even after they are gone. Buying Life insurance can secure the future of their loved ones and ensure that the family is well looked after. Our new campaign sets out to remind people of just that.”

     

    Abhik Santara, Senior Vice President, O&M Advertising – Mumbai said: “A lot of insurance brands use fear psychosis to sell their product. We felt it was necessary to communicate the importance of being insured but in a refreshing, relevant and endearing manner. The thoughts running through the mind of the army man are thoughts that every father can relate to. We wanted young fathers to introspect if they were doing enough for the well-being of their family, especially when they are gone.”