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Tag: Amit Akali

  • It encourages people to spend quality time with their loved ones

    FGII launches digital campaign #CoverTheDistance

    By A Correspondent

     

    Future Generali India Insurance Company Limited (FGII) has launched a social media campaign #CoverTheDistance. The campaign is designed to encourage people to make the most of the time spent with their loved ones, whilst they are home.

     

    Said Ruchika Varma, Chief Marketing Officer, Future Generali India Insurance: “We live in extraordinary times. While we all know that social distancing is the best way to beat this pandemic, the truth is that social distancing is tough. We are very clear that our job in these tough times is to support our customers, and the best way to do that is to show them the positives of social distancing amongst the plethora of negativity. #CoverTheDistance is about looking at the bright side of this situation, and to focus on what truly matters – our relationships.”

     

    Added Amit Akali, Managing Partner & CCO, What’s Your Problem (WYP) Brand Solutions: “The lockdown and the uncertainty around us has made all of us reflect on what is really important to each of us and get our priorities right. When we came up with the thought, we realised that these times were actually a great opportunity to spend time with our loved ones, be it physically at home or through regular video calls, etc.”

     

  • The ad campaign rides high on situational humor to highlight inherent product benefits and creates long lasting impact

    Dailyhunt targets the youth through latest ad film

    By A Correspondent

     

    Dailyhunt recently announced its new multimedia campaign titled #DailyhuntHaiNa. The campaign reaches out to the millennials through fresh and quirky videos using humour to connect with them to highlight core benefits of Dailyhunt.

     

    Talking about the campaign, Umang Bedi, President, Dailyhunt, said: “We want to create a brand identity for Dailyhunt which resonates with our target audience’s identity as well- fun, quirky and humorous. The idea behind the campaign was to connect with the millennials (18 to 30 years, across Bharat) and get them hooked on to the unique benefits of Dailyhunt. To also do it in a 15 seconder without dialogues was super cool from the team”

     

    Added Amit Akali, Managing Director and CCO, What’s Your Problem: “After owning the elections through the ‘Tota Mat Bano’ campaign, we wanted to be ‘always on’ in the consumer’s mind. The idea was to identify the key benefits for the consumer. Since the target audience is young India, we were clear the creatives had to be relatable to them, while being edgy enough to stand out. Plus we had to do this in 15 seconds. Hence, we took on a slightly cheeky and provocative tone of voice. That, coupled with some crazy scripts, catchy music and sharp comic timing, hopefully ensured that the films and their messaging can’t be missed.”

     

    The campaign has been directed by Prashant Issar (Sippy) and produced by Tubelight Films and it will be run across the country in seven languages across TV, digital and social platforms.

     

     

  • The campaign comprises of a series of videos which portrays emotions and couples it with rationality

    Tanishq’s latest campaign celebrates goodness of gold

    By A Correspondent

     

    Tanishq has launched its latest campaign which highlights the #GoodnessOfTanishq and communicates the message that when you choose Tanishq, you choose gold that is enveloped with the blessings of every life it has touched.

     

    Conceptualised by WYP Brand Solutions, the campaign comprises of a series of videos which portrays emotions and couples it with rationality, thus bringing alive the concept of blessed gold or ‘Dua Ka Sona.’

     

    Speaking about the films, Deepika Tewari, Associate Vice President – Marketing, Jewellery Division at Titan Company Limited said: “The campaign ‘Dua Ka Sona’ is an attempt to highlight Tanishq’s relentless commitment to various entities– environment, karigars, women and girl child. Being in Indian market for over two decades and serving millions of customers, through this campaign we wanted to bring alive the blessings and love that is reflected in our jewellery by all the beautiful hands it touches. For us, making these ‘Goodness of Tanishq’ films and working on delivering the thought behind them has been an emotional journey and we are confident these videos create a sense of responsiveness to society as a whole.”

     

    Added Amit Akali, MD & CCO, WYP Brand Solutions- What’s Your Problem: “It’s an honour to create communication for an iconic brand, which has a deeper purpose to exist. Tanishq has not just been crafting jewellery but building the lives of Karigars, communities, future of destitute women, school and, a sustainable future too. So when we got the opportunity to bring alive everything this brand does, we went about it the classical way – actually visiting the factories and townships, speaking to the Karigars, employees, the school-going children of their workers, meeting & listening to the women they had empowered through their NGOs, witnessing their initiatives implemented for recycling water and using renewable energy, trying to understand the magnitude of what the brand did other than just make jewellery. We then realised what the brand meant when they said every piece of jewellery was ‘Truly Blessed’…and the creative wrote themselves.”

     

     

  • The campaign targets voters from all age groups with a special focus on the youth in the country

    Dailyhunt unveils #KhudKiSochBanao campaign on election eve

    By A Correspondent

     

    Dailyhunt has announced the launch of its new election campaign, Dailyhunt Chalao, #KhudKiSochBanao. The campaign aims at highlighting how it is imperative for us Indians to have a trusted, unbiased, credible source of information online to make an informed choice.

     

    Said Umang Bedi, President, Dailyhunt: “The ‘Khud Ki Soch Banao’ campaign resonates with the philosophy of the brand. With the increase in the use of smartphones, expansion of 4G to rural villages, the growth of social media and media outlets, Indians are bombarded with multiple avenues offering news, varied opinions and biased narratives, thereby affecting election outcomes. The consumer feels the absence of a credible and trustworthy news brand that can provide unbiased coverage and multiple perspectives on every topic…. The Dailyhunt brand fills that void for the voting public.”

     

    The #KhudKiSochBanao campaign is conceptualised and executed by What’s Your Problem Brand Solutions.

     

    Added Amit Akali, Founder and Creative Head, What’s Your Problem: “We are excited to partner with Dailyhunt for this insightful campaign – a captivating way to bring forth the issue of biased, polarised opinions being formed against the backdrop of elections. We feel ‘tota’, as a metaphor, works beautifully and starts the debate on how important it is to have a platform that can give multiple perspectives allowing you to form your own opinions.”

     

     

  • Commemorates 25 years in India with a digital film that urges people to keep striving

    Arrow encourages professionals to keep aspiring for more

    By A Correspondent

     

    Marking its 25th anniversary this year, Arrow has unveiled a new campaign titled ‘Best is yet to come conceptualised and executed by What’s Your Problem Brand Solutions.

     

    Said Sumit Dhingra, CEO, Heritage Brands Division, Arvind Fashions:“Trusted as the expert workwear brand for the discerning Indian professional; Arrow has been at the forefront of legacy and innovation for the last 25 years in India. But not one to rest on its glory, through this campaign, we want to urge the young or old, working or entrepreneur, sportsman or director; to continue their journey for perfection, knowing well that their best is yet to come. It was a privilege shooting with OP Khanna, mirroring his quest to keep going even at 82 is inspirational.”

     

    Added Amit Akali, Founder and Creative Head and Aditi Naikar, Creative Supervisor, What’s Your Problem Brand Solutions (WYP):“When our Strategy team shared this philosophy, we resonated with it personally too. While the ‘best is yet to come’ as a belief is inspirational for someone irrespective of their experience, what better way than bringing it alive with an 82-year-old business achiever, now retired for over 25 years. Rarely has a fashion brand dared to use an old man as a model.  With Arrow’s team of designers, international stylists, make-up artists and photographers, we set about making him look better than he’s ever looked before. This was a live activation, captured on film by Director Prasad Naik and his team at Fusion films. We all realized that O. P. Khanna’s story was so inspirational, we just had to do justice to it by capturing its reality – at the same time Arrow is a fashion brand, and I think Prasad has managed to make it both, a fashion film and an emotional documentary.”

     

     

  • The central thought of the campaign is that fashion is different for different consumers

    Unlimited showcases why #FashionIsUnlimited in latest ad film

    By A Correspondent

     

    Unlimited, the family fashion store from Arvind Lifestyle Brands Limited, launched its new campaign – Fashion is Unlimited – through its first ever television commercial.  The central thought of the campaign is that fashion is different for different consumers but also a very vivid expression of individuality for every consumer.

     

    Commenting on the launch of the campaign, Suresh J, MD and CEO, Arvind Lifestyle Brands Limited said: “Unlimited is a one-stop destination designed to cater to the fashion requirements for the whole family. We aim to cater to the evolving fashion needs of Indians, shopping for value fashion; and through this campaign, we want to drive home the message that Unlimited is the place where everyone can find their style. The film, with its basis on the insight of how the process of dressing up comprises a set of very meaningful moments for the Indian consumer, beautifully highlights the truly ‘Unlimited’ range of fashion choices. The brand is equipped to delight its audience with its offerings, ranging from formal wear, festive wear, traditional outfits, casual work-wear, to kids wear. The TVC reflects our offerings in terms of apparel, offers and fashion to showcase #FashionIsUnlimited.”

     

    Highlighting the creative idea, Amit Akali, Founder and Creative Head, What’s Your Problem said: “We were very excited by the stance ‘Fashion is unlimited’ as it comes from a basic consumer behaviour – each person has their own definition of fashion, none of which is wrong or right. For someone fashion may be casual, for another it’s haute couture. Similarly, for someone it’s Indian, for another western, it’s formal, informal, etc. It is different things for different people. And Unlimited aims to full fill all these definitions of fashion for all target audiences. We also wanted to create a unique look that differentiates our brand from others. While we’ve captured insightful, slice of life moments, we were very clear it’s a fashion film and needed to look aspirational and cool. The camera work, music, etc was all used to enhance the same.”

     

     

  • The judging will take place in NYC in November

    Amit Akali on 2018 Clio Health Jury

    By A Correspondent

     

    Amit Akali

    Amit Akali, Chief Creative Officer, Medulla Communications, is on the Clio Health Jury. He’s judging the categories; Partnerships & Collaborations, Design, Innovation & Integration. The judging will take place in NYC in November.

     

    Said Akali: “Being a part of any international jury is always an honour, more importantly it’s a responsibility because you are giving direction to the industry to do a certain kind of work. Clio Health is one of the most prestigious awards in the industry. Looking forward to learning from the experience and my fellow jury members.”

     

     

  • With this announcement, the agency will handle the communication mandate for the brand across media – mainline, social, digital and retail

    What’s Your Problem is Arrow’s creative agency

    By A Correspondent

     

    Arrow has appointed WYP as its AOR, entrusting the Mumbai-based agency with defining clothing brand Arrow’s overall positioning going forward.

     

    Said Sumit Dhingra, CEO, Heritage Brand Division – Arvind Fashions: “We were keen on partnering with an agency that balances strategy, consumer understanding and creative. We were quite taken in by WYP’s approach. Intoday’s age, it is important to work with an agency that knows and understands digital as a medium and WYP clearly comes with an idea and digital first POV. Having completed 25 years in India, it was important to choose an agency that helps build on the brand’s legacy while still appealing to the young working professional. We were clear that the solution lay in forging an emotional connect with the audience.”

     

    Added Tejas Mehta, Director – Strategy and Account Management, What’s Your Problem:”We’re excited at the opportunity to work closely with a premium menswear brand – one of the most iconic men’s shirt brand in the world. They were looking for a belief system that the brand could stand for, one, which the consumer emotionally connects with. More importantly, they understood that this connect would need a fully integrated approach. It’s been a collaborated effort with us, conducting workshops with the extended marketing team. And we’re now looking forward to creating some stellar work for the brand in the coming months. Exciting times!”

     

    Said Amit Akali, Founder and Chief Creative Officer, What’s Your Problem: “When we started WYP three years back, we were very clear that digital agencies got technology, but their weakness lay in strategy and consumer-led creativity. Mainline agencies unfortunately weren’t truly integrated or thinking digital first, which is why we believed that the agency that married strategy, creativity and technology would soon be the only agency a client needs – a staunch brand custodian. Winning the Arrow integrated AOR, with the client choosing one agency for all its mandates, is a testament to the belief we started out with.”

     

     

  • The intent is to drive meaningful conversations and solutions through content, said Republic TV CEO Vikas Khanchandani

    Republic TV signs on What’s Your Problem for AFPs & branded content

    By A Correspondent

     

    Republic TV has beefed up its content creation team by bringing on board What’s Your Problem, a part of Praful and Amit Akali’s Medulla WYP network. Other than conceptualising and creating content, WYP will also create content for Republic clients in the form of Advertiser Funded Programmes (AFPs) and branded content and properties.

     

    Vikas Khanchandani

    Said Vikas Khanchandani, CEO – Republic: “We are committed to our advertisers and partner agencies to give them pathbreaking content-led ideas and impactful deliveries via our television and digital platforms /assets. With Team WYP we’ve got some of the best creative minds and content thinkers in the world conceptualising for and with our clients. The intent is to drive meaningful conversations and solutions through content which gets talked about and creates brand love for our clients’ brands.”

     

     

    Tejas Mehta

    Added Tejas Mehta, Director – Strategy and Account Management – What’s Your Problem: “Since we are an integrated agency and not just a pure content creator, we start with the brand, what it stands for and then create solutions.  We began by defining what brand Republic stood for and how its content should differ from that of any other provider. Similarly, we take effort to understand every brand Republic works on, even conduct strategy workshops and only then suggest ideas. So you’re sure to get content which don’t just connect with the audience but very much come from the brand essence.”

     

     

    Amit Akali

    Said Amit Akali, Founder and Chief Creative Officer – What’s Your Problem: “It’s exciting to be associated with the country’s leading news channel – the scale we can achieve is exciting as are the clients and brands associated with Republic. Here’s looking forward to creating some great content for Republic and their clients.”

     

     

  • Conceptualised by What's Your Problem Brand Solutions Pvt.Ltd., the campaign is led by a social experiment followed by a web series that encourages parents to spend quality time with their kids

    Kores emphasizes on spending quality time with kids

    By A Correspondent

     

    As a leader in the clay category in India, Kores wanted to shift the attention from traditional ways of playing to creative and innovative ways of playing together with parents. The campaign aims at introducing this product to its target audience with a proposition that would make playing with clay a bit more meaningful not only for the kids but also for the parents.

     

    Said Amit Akali, Managing Partner & Creative Head and Tejas Mehta, Co – Founder and Director – Account Management and Strategy – What’s Your Problem: “We were clear that this is not about making a regular ad film. The insight is much deeper and needed a tool that would bring the insight alive beautifully. Research pointed out that parents do spend time with their kids but it is not always quality time. They are busy with their work and the kids are left unattended in spite of them being around. We wanted to highlight this fact and make people realise that some behavioural shift is required to spend quality time with kids.”

     

    Added Sameer Mehta, Executive Director – Kores India Ltd: “We are excited about the entire ecosystem that brings the product alive. We believe that this is one effective way to engage parents and kids and bring them to the table to innovate and play together. Also, each webisode helps build a unique piece that completes the carnival theme associated with the Do It Together Kits. These webisodes are panned across a period of five weekends to help parents inculcate a new habit of spending quality time with their kids. We also hope this eventually becomes a part of the daily routine and is adapted by schools too.”

     

     

  • Rich Feast and WYP team up for launching Yum Pie

    Yum Pie inculcates the value of sharing in latest campaign

    By A Correspondent

     

    Rich Feast has launched Yum Pie, which is a mixture of cake, flavoured fruit and chocolate. This product offering is available for Rs 5. As parents are constantly juggling between work and spending time with kids, they prefer buying them toys. Hence, What’s Your Problem arrived at the insight that children have become demanding and selfish. This film is an attempt by WYP to inculcate the habit of sharing.

     

    Said Amit Akali, Managing Partner and Creative Head and Tejas Mehta, Director, Account Management and Strategy – What’s Your Problem: “We knew perfectly well that this is not about making a regular ad film. The insight is a great (positive) challenge for us. The unattended kids start demanding toys. We wanted to tackle that fact so that they begin sharing and not just stubbornly asking parents for toys.”

     

    Added Huzefa Roowala, Director, Content and Creative – What’s Your Problem: “We wanted to create a film that would seamlessly introduce a new product to children as well as their parents and instil the goodness of sharing.”

     

    Said Amit Kumat, MD and CEO- Yum Pie: “Our new brand ‘Rich Feast’ marks our entry into sweet snacks category where we see a lot of untapped growth opportunity. With this, we will now get into a bigger macro-snack category from only being a salty snacks player. We intend to grow the Rich Feast brand further with new launches in the coming time.

     

     

  • The campaign also received two bronze for Events/Experiential and PR for Health & Wellness

    Medulla bags a Grand at Clio

    By A Correspondent

     

    Medulla Communications has been recognised at Clio Awards 2017 with its first ever ‘Grand’ – for the integrated campaign ‘Last Laugh’. The campaign also received two bronze for Events/Experiential and PR for Health and Wellness. It was also shortlisted for the best ‘Film’ – Branded Entertainment and Content.

     

    Said Amit Akali, ‎Managing Partner and Creative Head – ‎What’s Your Problem: “I’m excited and glad to receive our first Grand award and most of all to make a difference at the way the topic of ‘Death’ is looked at in India.”

     

    Added Praful Akali, founder-director, Medulla Communications: “Medulla thrives to work on insight based campaigns and is truly being recognised as one of the thought leaders in the healthcare industry globally.”