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Tag: Ajay Gahlaut

  • The TVC captures the before- and after-effects of the Super Charger

    KFC unveils campaign to promote new ‘Super Charger’ offering

    By A Correspondent

     

    KFC India has rolled out a TVC for its all-new Super Chargerburger. Commenting on the film, Lluis Ruiz Ribot, CMO, KFC India said, “Following the ‘more in less’ ideology, we launched our new pocket-friendly ‘Super Charger’ to serve as a quick recharge for consumers. The light-hearted TVC has been conceptualised by Ogilvy & Mather.

     

    Said Ajay Gahlaut, Deputy Chief Creative Officer- Ogilvy India, Chief Creative Officer- Ogilvy North: “A bigger burger at a nominal price offering from KFC was news enough. The task hence, was to find a creative way to deliver the good news and ‘Recharge at 99’ as an idea, just fit like a glove. For a refreshing change, we tapped the world of girls and their undying love and excitement for the four legged. The outcome – a relatable, cute-to-watch TVC that speaks for the product and its USP.”

     

     

  • Reinforces brand’s philosophy of catering to diverse consumer personalities

    Somany Ceramics pushes its philosophy further in latest campaign

     

     

    Somany Ceramics has launched its latest brand campaign – ‘Apka style, Somany style’. Said Abhishek Somany, MD, Somany Ceramics:  “Somany Ceramics is a homegrown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.”

     

    Added Ajay Gahlaut, Deputy CCO, Ogilvy India: “Building or renovating one’s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline ‘Aapka style, Somany style.’ further cements our proposition.”

     

     

  • CCTV is Intelligent with CP PLUS,KyunkiUparWala Sab DekhRaha Hai

    CP Plus unveils new campaign

    By A Correspondent

     

    CP Plus has unveiled its new campaign to reaffirm its leadership in the security domain. The TVCs features Salman Khan as the CCTV ambassador of the brand.

     

    Said Aditya Khemka, Managing Director, CP Plus:“There has been a lot of consciousness and awareness generated on the effective deployment of surveillance solutions. Being the market leader, we have realized the urgent need for intelligent security systems. We aim to amplify the intelligence of our security solutions through the optimum use of a host of intelligent features available.”

     

    Added Kapil Arora – President, Ogilvy Group Companies North:  “CP Plus has been the pioneer in electronic surveillance, pretty much leading the way for the segment. As adoption of security cameras increases, they have largely been seen as passive recorders of events. With CP Plus intelligent security systems, we believe that role can become of an active deterrent.”

     

    Said Ajay Gahlaut, COO Ogilvy North & Deputy COO, Ogilvy India: “The creative task was to reinforce the leadership of CP Plus in the surveillance category and build on the brand’s existing communication; Uparwala sab dekhrahahai. Using Salman Khan as the brand ambassador, we have attempted to bring alive stories from various aspects of life showcasing the intelligent technology solutions that CP Plus has in their products.”

  • Bringing alive this campaign, Ogilvy created a series of short films that showcase the capability of xDrive available across the BMW X Range

    Ogilvy India delivers a sporty campaign for BMW xDrive

     

    In a new campaign titled “Why be in here, when you can Get Out There” BMW India aims to communicate the capability of xDrive and their range of Sports Activity Vehicles.

     

    Bringing alive this campaign, Ogilvy created a series of short films that showcase the capability of xDrive available across the BMW X Range. Campaign tells the consumer that no terrain is difficult to conquer in a BMW X range.

     

    Said Ajay Gahlaut, Deputy Chief Creative Officer, Ogilvy India: “Get Out There is an international campaign for the BMW X Range that was aired on TV. For the digital medium, we refreshed the campaign by adding three little stories to it.”

     

    Added Vishwajeet Singh Rana, Senior Vice President, Ogilvy India: “BMW cars are the best drivers’ car and once you are in it then it’s a different world altogether and with BMW X range you can conquer any terrain so the idea of the film was to get out there (without a worry) from everyday boring situation life has to offer and have fun.”

  • The campaign highlights the negative effects of the use of incorrect lighting on the performance of people whether in school, home or offices

    Ogilvy Delhi executes a new campaign for Philips LEDs

    By A Correspondent

     

    Ogilvy Delhi has launched a new campaign for Philips LEDs. Said Ajay Gahlaut, Deputy Chief Creative Officer, Ogilvy India: “While light helps us see things, more often than not, we fail to see how the glare from ordinary light can be harmful to the eyes. So the brief was to tell people how only the right light comes with low glare which is good for their eyes. And therefore their future.”

     

    Added Chandana Agarwal, Managing Partner, Ogilvy Delhi: “We started on the journey of differentiating our lights basis glare last year. It was a big step to link tiredness of eyes to inappropriate lighting. This year’s communication builds on this proposition further and brings it alive interestingly.”

  • In designing this campaign, Fever 104 FM and Ogilvy were supported by Tihar Jail and the NGOs, The India Vision Foundation and Siddhartha Vashishta Charitable Trust

    Fever 104 FM unveils #FreedomFromGuilt

    By A Correspondent

     

    As the nation celebrated its freedom on August 15, Fever 104 FM decided to provide a platform for those who are still bound – by guilt. The #FreedomFromGuilt campaign features ex-prisoners of Tihar Jail expressing regret for their crimes and gives them an avenue to express their inner thoughts, their burden of guilt, for the first time, on air. The programme was supported by an extensive social media campaign.

     

    In designing this campaign, Fever 104 FM and Ogilvy were supported by Tihar Jail and the NGOs, The India Vision Foundation and Siddhartha Vashishta Charitable Trust, to approach those who had completed their jail terms and give them this unique radio platform.

     

    Commenting on the initiative, Harshad Jain, CEO Radio and Entertainment, HT Media Ltd. said: “Fever FM has always believed in bringing about demonstrable change in the society. Fever Voice of Change has been one of the biggest CSR initiatives in the history of Radio and within the ambit of the same we have taken up many a cause including rehabilitation of acid attack victims, celebration of the unsung heroes of the Indian Armed Forces and driving people to vote with ‘Each one Kheench One’ to name a few. Fever FM has always been a thought leader in the category and we are very proud to have taken up this initiative. #FreedomFromGuilt is a campaign that celebrates freedom in its truest sense and brings out a side of the society that few have seen. We hope to collaborate on many such initiatives and take up many such causes in future as well that air aimed towards creating a marked difference in the society”

     

    Speaking about the initiative, Ajay Gahlaut, Deputy CCO, Ogilvy India said: “Not all convicts in jail are hard core criminals. A large percentage of them are in fact one-time offenders who have committed a crime in the heat of the moment. On Independence Day, as an expression of Freedom, we felt that these people should be given a chance to express their repentance as a step towards mental peace and a Freedom from Guilt.”

     

  • Ajay Gahlaut has been named CCO, Ogilvy North & Deputy CCO, Ogilvy India

    Ogilvy India restructures for new Integrated Creative Leadership

    By A Correspondent

     

    Ogilvy India has announce anew, Integrated Creative Leadership structure.  This will be effective August 1 as follows:

    :: Ajay Gahlaut has been named Chief Creative Officer, Ogilvy North and Deputy CCO, Ogilvy India

    :: Sukesh Nayak, Kainaz Karmakar and Harshad Rajadhyaksha have been named Chief Creative Officers, Ogilvy West

    :: Mahesh Gharat and Azazul Haque are named Chief Creative Officers, Ogilvy South

     

    Ajay Gahlaut
    Kainaz Karmarkar
    Harshad Rajadhyaksha

    All CCOs will report directly to Sonal Dabral, Group CCO and Vice Chairman Ogilvy India.They will lead the newly integrated creative departments across Ogilvy’s offices in India, bringing advertising and digital creatives together into cohesive, integrated units to serve our clients better.

     

     

     

    Sukesh Nayak
    Azazul Haque
    Mahesh Gharat

    Said Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia on the elevations:  Every Ogilvy office in India has fantastic young creative leaders at the helm. Their work speaks for them. Ajay, Sukesh, Kainaz, Harshad, Azaz and Mahesh will lead the new integrated creative culture in each of our offices with positivity and freshness. They have the maturity and sensitivity to partner the senior talent we have in each office, and lead them as a team. New energy is essential to keep creative cultures vibrant and the new integrated mandate will lead to deeper integrated, better work across our clients.

     

    Added Kunal Jeswani, CEO, Ogilvy India:  “Ajay, Sukesh, Harshad, Kainaz, Azaz and Mahesh represent the best of Ogilvy creative leadership. The work each of them has championed over the last few years is already new age, integrated work for our biggest clients, and is clearly head and shoulders above the best in our industry. Ogilvy is the epitome of divine discontent, constantly striving to produce better, more creative and more effective work for our clients. Putting these creative leaders in integrated creative leadership roles is both a recognition of their talent and a reflection of our commitment to driving creative excellence across every consumer touch point.”

     

  • The film emphasises that KFC Chick & Share is perfect for sharing with close buddies

    KFC’s latest film puts the spotlight on close friendships

    By A Correspondent

     

    KFC India has released its latest film for its ‘Chick & Share’ buckets that celebrates the closeness and craziness among friends.

     

    The TVC opens with three friends meeting at a KFC joint and without uttering a word greeting each other with just their signature handshake. It is fun to see how no one says a word, yet each one of them knows the elaborate handshake “like a pro”. Witnessing this is a boy, sitting across the table, wondering what is going on. He looks baffled watching the three friends, who don’t care about onlookers and are just thrilled to meet each other. The commercial ends with the tagline “Aisi crazy dostikeliye…KFC kenaye Chick & Share Buckets” emphasizing that the KFC Chick & Share is perfect for sharing with close buddies.

     

    Said Lluis Ruiz Ribot, CMO, KFC India:“With the TVC we wanted to emphasize the fact that the KFC Chick & Share Bucket is meant to be shared with your inner crew. An interesting take on how we are our uninhibited selves with our closest bunch of friends, along with a great product helped us design the campaign, that we are confident will resonate with our consumers.”

     

    Commenting on the TVC, Ajay Gahlaut, Executive Creative Director, Ogilvy Group Companies – North said:“The task was to position the KFC Chick & Share buckets as a sharable snack for youngsters. So, in these films, we focussed on cool teenagers who share a crazy bond, and integrated it with our messaging of food. Simple, crazy and fun.”

     

  • In India, open defecation is a well-established traditional practice deeply ingrained from early childhood

    Ogilvy Delhi promotes Swachh Bharat Mission to tackle open defecation

    By A Correspondent

     

    Ogilvy Delhi has launched a campaign to curb open defecation. Under the Swachh Bharat Mission, one of the key ills to curb is open defecation. The Ministry of Drinking Water and Sanitation, Government of India, wanted to develop communication that would help bring about this change.

     

    Amitabh Bachchan has shown his commitment to the Swachh Bharat Mission and was a natural choice for a campaign on behaviour change. It was also clear that it needed to stay away from messaging and protagonists that came across as preachy. Therefore ‘Bachchanji’ was used in this campaign to make it memorable and interesting.

     

    Said Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia: “Open defecation is not a new or modern problem. It is so deeply entrenched that it is considered normal. To raise a doubt in people’s mind about it was a challenge in itself. The communication would have to break habits and would need to be endearing and assertive without being preachy.   We have worked with Mr Bachchan on many communication campaigns and he himself is associated with the government of India across various issues. Thus the task for us on this campaign to curb open defecation was to use our celebrity’s strengths and yet create communication that is differentiated.”

     

    Added Ajay Gahlaut, ECD, Ogilvy Group Companies, North: “Any campaign that is designed to change behaviour at a mass level needs to be easily understood by all sections of society. We had Mr Bachchan for our TV ads, so that ensured that the campaign would not be missed and would appeal to everybody. The challenge was to make the campaign a little different and refreshing. Which is where the idea of ‘BachchaJi’ and ‘BachchanJi” came about. After that it was just a matter of making sure that their light -hearted banter addressed all relevant barriers.”

     

  • Each KFC bucket to carry a story of hope – point, click and watch the story unfold!

    Ogilvy’s digital campaign seeks to spread awareness on KFC’s Bucket of Hope

    By A Correspondent

     

    Ogilvy Delhi has created a digital campaign “You eat, they eat” for KFC’s add HOPE™ initiative, where KFC will contribute upto ₹5*/- from the sale of every bucket. The agency saw an opportunity to use the KFC bucket to raise awareness for the plight of millions of children, suffering from hunger.

     

    The short, animated films provide a glimpse into the lives of the less fortunate kids, Pinky, Raju and Gopal, who spend hours searching for food, every day. The same idea has been extended to various social media platforms. Ogilvy Delhi integrated with Neo@Ogilvy for the packaging innovation, where image recognition technology was used to deliver content directly to smartphones users who bought the bucket.

     

    Ajay Gahlaut

    Ajay Gahlaut, Executive Creative Director, Ogilvy Delhi said: “KFC’s anti-hunger initiative, add HOPE, was an opportunity for us to do something different. So instead of following the traditional ways of advertising, we decided to use the KFC bucket as our messenger. We created animated films about underprivileged kids that play only when you order and scan a bucket. This technology-led approach made our films more interactive and inclusive, while pursuing the consumer to contribute for the cause.”

     

    Rahul Shinde, Managing Director, KFC India added: “Hunger is a very real and big challenge – at least 3,000 children die every day from poor diet related illness. The fact that millions of children go to bed hungry every night means that they are unable to grow, learn and thrive. It is a critical cause to unite behind. We couldn’t be happier to announce that through the month of October, we will contribute towards fighting hunger from the sale of KFC buckets across 300+ stores and online.  By making all our buckets add HOPEâ„¢ buckets and carrying audio visual stories of hope on them, we want to call on more people to support the cause. The more they do, the more hungry children we can help feed.”

     

    Biraja Swain, Chief Growth & Innovation Officer, Head of COE, Neo@Ogilvy, India: We at Ogilvy always believe in innovation at scale. The add HOPE™  campaign demonstrates it to the fullest extent. We have used image recognition technology to directly deliver content to smartphones enabling better discovery user participation for this CSR campaign.”

     

  • The new TVC is in continuation to the earlier campaign launched in March 2016 and features renowned Bollywood Actor Radhika Apte with a new twist

    Mother Dairy unveils new ‘Dailycious’ campaign

    By A Correspondent

     

    Mother Dairy Fruit and Vegetable (MDFVPL) launched the second phase of its dairy whitener brand – Dailycious with a new television campaign. The new TVC is specially targeted for consumers across the regions of West Bengal and Assam. The TVC features Bollywood actor Radhika Apte as the leading lady in her new facet of life and has been conceptualised by Ogilvy.

     

    The first TVC, released a few months ago, was centred on the couple as newly-weds beginning their journey together. The second TVC, which is in continuation of their life ahead, takes the plot further with an interesting new surprise. While the couple still remains central to the TVC’s theme, this time the audience will get to see a different facet of the couple’s life as the wife’s mother-in-law enters the picture.

     

    Speaking on the campaign, Subhashis Basu, Business Head – Value Added Dairy Products, Mother Dairy, said, “At Mother Dairy, we always endeavour to bring out products that offer best in class experience with trust, quality and purity. As part of our East India focus addressing to specific needs of consumers, we introduced Dailycious, the dairy whitener brand offering solutions with right mix of colour, taste, miscibility and cuppage. Over the period, this connect has established our presence in the region and to further strengthen the association, we are now launching a new phase of our Dailycious campaign taking the thought forward. I am confident that the new campaign will appeal to masses and enhance brand’s engagement with consumers.”

     

    The TVC opens on the couple at the dining table, with the wife serving morning tea to her husband and mother-in-law. While serving tea, the wife asks her husband to show the newly bought shoes to her mother-in-law, attracting a witty and muted response from husband, whereas mother-in-law is taken a back in surprise. The mother-in-law then tries to search the new shoes on her son’s feet under the table with a feeling of apprehension, but is unable to find them underneath. She then goes on to take a sip from her tea and finds an unexpected pair of red toddler shoes before her sight. Amazed by the little pair of shoes, the mother-in-law then looks towards her son in-order to confirm the thought of becoming a grandmother. Her son in return confirms the same with a smile. She further looks towards her daughter-in-law to confirm the news, to which she happily nods in agreement. The entire moment becomes more cheerful when both hug each other celebrating the occasion. This exchange between them creates a special bonding moment, which only ends up becoming magical over a cup of tea made from the goodness of Mother Dairy Dailycious dairy whitener.

     

    “The second TVC from the two ad film campaign takes the conversations and stories around the all-important cup of tea to a new dimension, reiterating our big idea that a well-made cup of tea can infuse magic into everyday moments. The goodness of Mother Dairy Dailycious Dairy Whitener enhances the tea experience, which has been captured in this endearing spot featuring the talented RadhikaApte.” added Ajay Gahlaut, Executive Creative Director, Ogilvy India.

     

    The TVC went on air from September 5 and will also be available on YouTube and other digital channels. The campaign is Mother Dairy’s one of the leading initiatives towards developing a regional approach in Bengali and Assamese. The newly launched campaign will be supported by a series of initiatives involving a 360-degree approach spanning across print, radio, digital and BTL activities.

     

     

  • Showcasing the revolutionary BMW xDrive, the film illustrates the power of dominating in luxury that the BMW X range possesses

    O&M unveils new campaign for BMW X range of SAVs

    By A Correspondent

     

    ‘Bold Luxury’ takes center-stage in the Indian automobile market with BMW’s latest campaign for its X range of SAVs. Led by the launch of the all-new BMW X6, the ‘Leave Your Mark’ campaign urges the new age Indian X-Range consumer to go out there and dominate all terrain and facets of his life in the luxurious BMW X range of SAVs.

     

    Conceptualized by Ogilvy & Mather Gurgaon for BMW India, the ‘Leave Your Mark’ film entails different BMW X cars traversing a variety of landscape in the city and beyond leaving behind an ‘X’ mark wherever they go. Showcasing the revolutionary BMW xDrive, the film illustrates the power of dominating in luxury that the BMW X range possesses.

     

    Frank-E. Schloeder, Director Marketing, BMW India said: The ‘Leave you mark’ campaign represents the go-getter attitude of the modern day Indian in life and on the road. And it blends in perfectly with the BMW X range, an embodiment of boldness in design and performance.  We believe that this campaign will appeal to our discerning, status oriented consumer who demands more than just a luxurious car for his everyday journeys.

     

    Kapil Arora

    Kapil Arora, President – Branch Head, Ogilvy & Mather North: The BMW X range has stood for luxury with the heart of superior performance. We’ve taken this one step further and are telling our consumer that he has the whole world out there, waiting to be conquered. And now he has the perfect companion for it.

     

     

    Ajay Gahlaut

    Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather: Positioning an iconic product like the BMW X brand in India was an exciting challenge. Having known the thrill of driving one for a few years now, I can vouch for how dominating these cars can be. That’s why our film showcases the X range at its dominating best.