MxMIndia

Tag: Akshay Seth

  • To educate parents and empower them with relevant resources

    Ogilvy’s mental health campaign for Bournvita

    By Our Staff

     

    Cadbury Bournvita has rolled out ‘Get The Message’, a digital-first campaign aimed at raising awareness around kids’ mental and emotional well-being and partner with parents in this journey. The campaign was conceptualized and brought to life in partnership with Ogilvy India and mental health organisation, The Minds Foundation.

     

    Speaking about the campaign, Inderpreet Singh, Associate Director – Marketing (Beverages, Meals, Candies & Gums), Mondelez India, said: “The pandemic and the subsequent lockdown brought forth a new parenting challenge. The physical restrictions of social isolation, schools being shut, being constantly cooped up at home has impacted children mentally. The signs of children struggling with their mental and emotional health are often very subtle and sometimes not picked up or tend to be misread by parents. As a trusted brand that has always highlighted the need for progressive and holistic parenting, #GetTheMessage campaign is an attempt to help parents identify these signs and provide them with the right resources to ensure their children’s mental and emotional wellbeing. The idea leverages technology in a smart way to provide resources to parents and break the taboo around this topic.”

     

    Added Dr Raghu Appasani, CEO, Minds Foundation: “Mental health is something we all have and therefore it is important to be able to understand it in oneself and in others. Through this incredible partnership with Cadbury Bournvita, we have been able to curate our years of evidence-backed mental health research and expertise into easy to understand, interactive and accessible resources for parents and make it available across the country. As you explore the chatbot and the website, you will come across educational materials on how to engage with children struggling with their mental health, have difficult conversations, equip them with tools for resilience, and develop stronger relationships. Additionally, we have been able to provide access to a toll-free 24/7 helpline for parents to reach out. This is just the beginning of our partnership with Cadbury Bournvita and we are very excited to continue our journey and mission to provide further resources.”

     

    Said Akshay Seth, Group Creative Director & Chinmay Raut, Senior Creative Director, Ogilvy India: “The signs of mental health struggles are there for one to see as well as miss. We wanted to mirror this reality in a very organic way through the films by showing the point of view of both, the parent, and the child. For parents the sign can be easy to miss but children seek a shoulder, and we wanted the audience to be that shoulder. By getting the viewer to have a conversation with the affected kid on WhatsApp via a bot, we are breaking the wall and making the viewer understand the condition a little better. We are also empowering parents to reach out for further help via counsellors so that MannKiTayyari no longer gets overlooked.”

     

  • A bid to empower persons with early Alzheimer’s in tune with Alzheimer's Month

    MTV & Ogilvy launch initiative for Alzheimer’s Disease

    By Our Staff

     

    MTV in collaboration with Ogilvy has launched Memory Karaoke – an initiative to help those living with early Alzheimer’s to cope with memory loss. Emphasising how ‘Forgetting Isn’t Funny’, Memory Karaoke, a custom-created karaoke will feature four foot-tapping songs on https://www.mtvmemorykaraoke.com, based on commonly forgotten information by those in the early stages of Alzheimer’s.

     

    Said Anshul Ailawadi – Head, Youth Music and English Entertainment at Viacom18: “Music is nothing less than manna for one and all. MTV Memory Karaoke elevates this very role of music to a higher plane by making a small yet significant difference to the lives of those affected by Alzheimer’s and their caregivers. We at MTV are humbled by the opportunity to be a part of this initiative.”

     

    Added Vidya Shenoy, an integrative therapist and dementia care specialist who is the Secretary-General of ARDSI: “Music is a therapeutic tool for the mind, body and soul. Memory Karaoke will be an enjoyable, assistive aid for those with early Alzheimer’s to Retain. Reminisce. Recall.”

     

    Elaborating on their idea, Akshay Seth, Group Creative Director, and Chinmay Raut, Senior Creative Director at Ogilvy Mumbai, said, “Growing up, we’ve all experienced how retaining new information would become easier whenever it was set to a tune. With the same being true for those with early Alzheimer’s, we wanted to create a platform where tracks could be customized by the family member by entering important information of the affected member as lyrics. Memory Karaoke offers personalized songs for both to practice daily, resulting in better retention and recall over time. The mission is to introduce an enjoyable, daily ritual that takes away the frustration and helps the caregiver and the person with early Alzheimer’s to eventually sing in a manner comfortable to them.”

     

  • On International Women’s day, the brand wanted to give a sharp nudge to women

    Ogilvy & Bournvita nudge women to #dontforgetyourself

    By A Correspondent

     

    Bournvita for Women, a product launched in 2018, is designed specially to fulfill the nutritional needs of women. On International Women’s Day, the brand wanted to give a sharp nudge to women so that they realize that as they are stepping out of their homes and evolving in their professional and personal roles, they also need to give equal importance to their health and nutrition. They launched this via a social experiment with the key message being #dontforgetyourself.

     

    Said Inderpreet Singh, Associate Director, Marketing (Gum, Candy and Powdered Beverages), Mondelez India: “Bournvita has been partnering mothers and successfully championing Health & Nutrition for children for the last 70 years in India. However, what we see in society today is that while most women do a wonderful job of taking care of their family’s health they seldom take care of their own health.  On the occasion of Women’s Day, Bournvita for Women wants to urge all the women of this beautiful nation to start taking care of their health. Women are the backbone on which our families, our communities and our larger society rests. And unless they feel healthy and strong no family, community or nation can be strong.”

     

    Added Akshay Seth, Senior Creative Director, Ogilvy West: “Most Indian women tend to put their family before themselves. And this choice is even reflected in their monthly grocery carts, where the nutrition and needs of others takes precedence. With #dontforgetyourself social experiment on Women’s Day, Bournvita for Women aims to give an emotional tug to women to not ignore their nutrition.”