MxMIndia

Tag: Amod Dani

  • The campaign evokes the determination of cricket fans to never miss a match

    Ola’s latest ad film urges fans to never miss a World Cup match

    By A Correspondent

     

    Taking a fresh spin to the campaigns around the 2019 Cricket World Cup, Ola unveiled its latest music video that embodies the enthusiasm of cricket lovers to watch the tournament promising them a reliable ride to their destination to catch the match.

     

    Conceptualised and developed by Leo Burnett Orchard, the campaign emphasises on what is most important to fans – the sheer pleasure of watching cricket at their preferred location.

     

    Speaking about the campaign, Anand Subramanian, Senior Director, Marketing and Communications at Ola said: “This video reiterates Ola’s versatility and its long term commitment to meet the dynamic needs of Indian consumers. An extension of the brand’s promise, the campaign highlights how easily and seamlessly Ola gets you to your preferred destination. With the World Cup being one of the most watched cricket tournaments in the country, this campaign is bound to strike a chord with cricket buffs, ensuring they’re able to get to where they want to be to cheer for their favourite team.”

     

    Added Amod Dani, ECD, Leo Burnett Orchard: “We were looking for a unique and innovative way to capture the synergy between cricket and music. With this video, we not only showcased the emotion, zeal and excitement of cricket fans to watch the matches but also demonstrate how Ola is the ideal solution to fulfilling the commuting needs of Indians. This was a great opportunity for us and are pleased to have created this campaign with Ola.”

     

     

  • The new campaign has been conceptualised by Leo Burnett Orchard

    Orchard bags GNC India’s biz, unveils ‘Start Strong’ campaign

    By A Correspondent

     

    Guardian Healthcare, health and wellness supplements retailers in India and the master franchisee for GNC products in the country, has awarded its creative duties to Leo Burnett Orchard. The business was won after a multi-agency pitch, and will be handled by Leo Burnett Orchard’s Mumbai office.

     

    Speaking about the campaign Shadab Khan, CEO of GNC India said: “The supplementation market in India is still at a very nascent stage and people lack the knowledge about how the right supplementation can fuel their performance. We believe that there is a need to educate people on how, along with discipline and hard work, consuming the right protein is extremely important to achieve their fitness goals. GNC Pro Performance 100% Whey Protein is the basic kick-starter protein that has been specially formulated for beginners, to maximise their fitness goals. We are confident that our new campaign with John Abraham, on GNC Pro Performance, will help inspire youngsters to take a holistic view of health and nutrition and thereby, choose the right supplements.”

     

    Speaking about the campaign Amod Dani, Executive Creative Director Leo Burnett Orchard added: “A lot of people who workout have icons they look up to. The beginners, however, lack the right direction and the right mentorship. John Abraham is a fitness icon; his disciplined approach to building and maintaining his physique has always been an inspiration to many. We brought this very inspiration to life with John’s poster coming alive and him motivating his protégé’s workout with a balance of hard work coupled with right supplementation. Workouts are built on a strong mentor-protégé relationship, and that’s what we have reflected in the film; John as the mentor-in-chief coaches his protégé and shows him the real meaning of ‘Start Strong’.”

     

     

  • The rendition of the brand philosophy in the title track has been sung by celebrated singer Jubin Nautiyal

    Leo Burnett Orchard creates Viacom18’s ‘Open New Worlds’ film

    By A Correspondent

     

    Here’s more on the corporate brand film created for the tenth anniversary of Viacom18 Media Pvt. Ltd. Titled ‘Open New Worlds’ and conceptualised by Leo Burnett Orchard, the network’s creative agency, the film captures the entertainment network’s decade=long engagement with over 500 Mn+ Indians across 80 countries.

     

     

    Sonia Huria

    Said Sonia Huria, Head – Communications & CSR, Viacom18: “From rank newcomers to India’s fastest growing full-play media organisation, Viacom18’s journey, in this industry dominated by legacy players, has been a chronicle of disruptive innovation. While deliberating on the singular theme that would best describe the corporate brand salience, the one thought that kept resurfacing throughout our varied businesses and brands was how Viacom18 has been encouraging everyday Indians to explore possibilities, push their own boundaries, embrace opportunities and challenge norms. This was the genesis to the brand promise of Open New Worlds,” and added: “I’m thankful to Leo Burnett Orchard for helping us conceptualise and execute this film. I’d also like to thank Jubin Nautiyal for the amazing rendition of our song.”

     

    Amod Dani

    Speaking about the creative thought behind the campaign, Amod Dani, Executive Creative Director – Leo Burnett Orchard, said: “This project has been an interesting challenge right from the start. How do you introduce a decade-old media company, with immensely famous brands in its fold that defines entertainment across genres, platforms and cultures, with a film that is more than just a corporate statement? The inspiring brand ethos that reflects the belief of the company helped us outline how each of Viacom18’s individual brands change lives of Indians every day. And how unlikely audiences connect with content, merchandise and derive inspiration and joy. Creating Open New Worlds has been a highlight of our journey with the group, one that will live with us for a long time.”

     

    The corporate brand film will have an integrated reach and will find presence on outdoor and digital media in addition to the Viacom18 network.

     

     

  • SBI Life wants to bring alive this truth through its new campaign 'Hain Taiyyar Hum'

    SBI Life unveils latest campaign to promote ‘Sampoorn Cancer Suraksha’

    By A Correspondent

     

    Leading private life insurance company SBI Life has launched ‘Sampoorn Cancer Suraksha’, a new offering to help customers prepare in case of a cancer diagnosis.

     

    Speaking about the new offering and ‘Hain Taiyyar Hum’, Ravindra Sharma, SVP & Chief – Brand and Corporate Communication, SBI Life said: “When one talks about cancer, we hear about the emotional and physical struggle one goes through and the mental strength required to fight it. What one does not speak about is the financial preparedness which plays a crucial role in the fight against cancer. With the launch of ‘Hain Taiyaar Hum’ campaign, the idea was to reflect the thought of being prepared, if need arises, to battle the disease by engaging consumers on an emotional platform. Real life scenarios helped us to connect emotionally with the audience which in turn brought out the message of financial preparedness very clearly.

     

    Speaking about what went into ‘Hain Taiyyar Hum’ from a creative perspective, Amod Dani, Executive Creative Director, Leo Burnett Orchard said: “This is a campaign that is very close to us. We understand that cancer does not just affect an individual but the entire family at large. It can be quite depressing and people often lose hope. This is exactly why we wanted to create a positive, inspirational narrative focussing on the ability to survive and overcome this challenge. Data tells us that people who have beaten the disease are the ones who have prepared for it or have had the financial might to fight it. Our #HainTaiyyarHum campaign stresses eloquently on the merits of preparation. How being prepared is the key to overcoming any and all challenges. Taking the vignettes from across the lives of different individuals we crafted a poetic narrative that showcased the preparation stories of real people through film and webisodes.”

     

  • Directed by Nitesh Tiwari, the film sees Big B rattling off Navratna's many benefits in a rap

    Big B turns #RaahatRaja in Navratna Oil’s latest campaign

    By A Correspondent

     

    Navratna Oil has launched a new integrated brand campaign. The film stars Navratna Oil’s brand ambassador Amitabh Bachchan as #RaahatRaja, his never-seen-before avatar. Known for its humorous and tongue-in-cheek advertising, the campaign has been created by Leo Burnett Orchard, and directed by Nitesh Tiwari (of Dangal fame). Big B is seen not just starring in the film, but also displaying his dancing and rapping chops in typical ‘Nautanki’ style setting.

     

    Speaking about the new campaign, Harsha V Agarwal, Brand Director, Emami Ltd., said: “Navratna Oil feels proud to produce this film that is both ‘hatke’ and entertaining. While ideating about the new communication for our brand Navratna, we thought what can be better to showcase its therapeutic benefits than to be filmed on the legendary champi song ‘Sar jo terachakraye’, on a legendary actor like Amitabh Bachchan? Combining the versatility of Mr. Bachchan, both as an actor and singer, was the next trump card that we had up our sleeve. Mr Bachchan is a powerhouse of energy and talent. And the combination of him and Nitesh Tiwari is just the right concoction to pep one up and take away one’s ‘thakaan’. Rahat Raja is a must watch.”

     

    Big B’s desi rapping avatar #RaahatRaja has the answers to all the ailments affecting the hard-working masses – liftmen, househelps, security guards, coolies, construction workers, traffic cops, and more.

     

    Adding his thoughts on the campaign, Amod Dani, Executive Creative Director, Leo Burnett Orchard said:“Through his performances MrBachchan has always taken us away from the daily rigmarole and relieved us of our daily stress. And by doing so he is undoubtedly the biggest stress reliever in our country. Navratna, the number one cool-oil is also the number one stress-relieving oil in the country. And with MrBachchan we found the perfect fit for our brand. Mr. Bachchan brought alive the most popular head massage song in India ‘Sar jo terachakraye’ (again, a perfect song for Navratna Oil) through a colourfulnautanki. Thereby, driving home the multi-symptomatic relief which Navratna Oil provides.”

     

  • Once you've got your core competency (ability to conjure up fantastic ideas) and remarkable talent in place, follow the 5 commandments to become the Rajnikanth of advertising, Amod Dani style.

    The Anchor: 5 commandments for ad stardom

    By Amod Dani

     

    Some say stars are born. Others believe they are created. In advertising, however, stars are a result of both. Beautifully blended in a pressure cooker environment of tight deadlines, a dash of revealing briefs and a spoonful of client feedback.

     

    You must have it in you to become an Ad-guru, the zing, the X-factor, the mojo jojo. Call it what you may but this is the most important ingredient if you want to become an Advertising A-man.

     

    So once you’ve got your core competency (ability to conjure up fantastic ideas) and remarkable talent in place, follow the 5 commandments to become the Rajnikanth of advertising.

     

    And get ready to bask in the hot Goafest Sun, Don Draper style. Godspeed!

     

    #1 ‘P’seudonym

    What’s in a name, they ask? Everything. Take a look around at all the advertising biggies and you’ll see. The top guns have one thing in common: the letter ‘P’. According to Pandit Suryakumar, Onomsatics (the study of names) has played a significant role in determining the future of advertising in India. ‘P’ stands for Precision, Persistence, Perseverance, Positivity and above all Perfection. So ‘P’lease move over Ekta Kapoor, the days of ‘K’ are numbered. By the way how does ‘Pramod Dani’ sound? Naaah!

     

    #2 A.K.A

    Pops, Paddy, Balki, Aggie: A talent pool like that is truly unique. But what do all of them have in common? A nickname of course. Now that’s the second most important commandment.

     

    An alias, a shorter name or a unique nickname will truly put you in good stead for advertising stardom. But stay away from the names that your mother, grandmother and thousands of your relatives call you. Shontu, Monty, Bunty, Baby, Chotu, Bubbles, Pingoo and Vishambhar are not your ideal aliases. And yeah, do check for patents before you sign up for one.

     

    #3 Be the cover page

    Making a fashion statement plays a vital role in becoming an ad-star. So whether it is wearing all black or donning the latest top-hat, let your style be as unique as your work. Douse yourself into the pages of GQ or pester the daylights of your local darzi and dig out a style that defines you. From variations of facial hair to plain white shirts, from baldness to the badhti ka naam daadi look: ensure that you are a not just an ad-icon but also a style icon. Let caricature artists have a field day.

     

    #4 Bollywood, thy middle name

    Become a name frequented by the Khans and the Kapoors. Keep your feet on two rocks, one firmly placed in the ad-world, the other, nimble-footed, in B-town. Be associated with Bollywood in some way or the other. Music, Direction, Script writing, Screenplay, DOP, Spot, who cares, just make sure you are around a damn set. Flop movies or not, you being a part of Bollywood comes with a big plus: Dropping names!

     

    #5 Have your own Mnemonic

    Like the big brands they create, all the ad-biggies have their own unique Mnemonic. A brand property that is unique to their own personalities. From an exaggerated laughter to a short temper, from poignant hand gestures to exquisite catch phrases that remind you of your mother and sister, figure out what’s your Mnemonic.

     

    However this commandment comes with a big caution. At times, your Mnemonic might not be the one you’d really want as an Ad-star. So the next time you scratch your behind, burp vociferously or drive your finger into those nasal corridors, be careful, the peering eyes might just make that your Mnemonic. And not a pleasant one to say the least.

     

    And if the 5 commandments don’t help you become a star, then Sorry Mate. Kind of like my Pre-Happy April fool’s day. Not like you didn’t see it coming. As for all us mere mortals, it is back to the tried-and-tested mantra of simple hard work and passion. That’s how Piyush did it, that’s how Balki did it, that’s how Aggie did it and that’s how we must to do it.

     

    To be a star or not, well, only our stars will tell.

     

    Amod Dani is ECD, Leo Burnett.

    Click here to view all Goafest 2012 stories

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    Ad Strat: Uninor’s ‘Baat baat mein recharge’

    Amod Dani, ECD, Leo Burnett

     

    1. Name of the Campaign: Uninor ‘Baat baat mein recharge’ campaign

     

    2. The Brief:

    India is a nation dominated by prepaid users. 93 per cent of the mobile services market in India is skewed in favour of the prepaid consumers. Uninor is a pre-paid brand that makes calling more affordable for the common man. The brief to the agency was to create a campaign that can show how Uninor recharges last longer in an entertaining and youthful manner.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=E5-JwiznxkQ[/youtube]

    3. Research insights

    Through our unique human kind approach we managed to tap into the inherent Indian desire for gossip.  As Indians, we love gossiping and just detest insufficient gossip or half information. This human need to know about the lives of others became a launch pad for our campaign.

     

    4. The thought process behind the creative:

    Uninor’s platform of ‘Pay less, talk more’ rides on affordable voice products and value-based prepaid plans. Our new campaign is rooted in the human desire for juicy conversations. However, the need for constant recharge can be an obstruction for the same. The coin dropping execution is an expression of the irritation that comes with constantly recharging. We used the coin dropping pneumonic synonymous with PCO phones of earlier days to effectively bring alive the pains of repeated recharge.

     

    5. Media vehicles chosen:

    The campaign is on air right now as Television is a vital cog in our media cycle. We have scheduled a 360 degree roll-out for this campaign including radio, outdoor, on-ground activation and in-store retail merchandising. We also have a digital plan in place to augment the penetration of the campaign.

     

    6. Key issues kept in mind while executing the ad:

    The penny literally dropped with the coin device and the freeze frame approach. It was, therefore, necessary to get the timing absolutely right in order to deliver a simple, clear product with a touch of humour.

     

    7. Does the treatment do justice to the brief?

    The treatment truly does justice to the fact that Uninor provides more value to the pre-paid user by showing how constant recharge keeps inhibiting juicy conversations.

     

    8. What is the differentiating factor about the ad?

    The insight behind the campaign and the coin-dropping execution technique is uniquely simple and relatable. The juicy gossip keeps everyone interested throughout the film.

     

    9. Market and client feedback:

    We have received some very positive feedback from the client’s side. The campaign has created a wave of excitement at the client’s end and the numbers are there to show it too. All in all, we see the thumbs are up and some really thrilling times ahead.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    AdStrat: Happy beginnings with Shubh Aarambh

    Abhijit Avasthi, NCD, Ogilvy & Mather

     

    [youtube width=”300″ height=”200″]http://www.youtube.com/watch?v=JJ-WZqaGAf0[/youtube] [youtube width=”300″ height=”200″]http://www.youtube.com/watch?v=odmcmnWjK10[/youtube]

     

     

    Name of the Campaign/Ad:

    Cadbury Dairy Milk – Shubh Aarambh

     

    The Brief:

    Get consumers to eat more chocolate by creating new occasions for consumption.

     

    Research insights

    Our strategy was to grow chocolate consumption by making it part of Indian meetha (sweet) consumption behaviour. By positioning ourselves as meetha and an accompaniment to celebrations, the most obvious meetha consumption moment in India the brand saw tremendous growths. The challenge for the brand was how could we go beyond this?
    How do we integrate with the Indian meetha behaviour even more strongly beyond celebratory occasions?

     

    Analysis of culture codes of chocolate and meetha helped to uncover a new opportunity and a new occasion for chocolate consumption.

     

    The western culture code for chocolate is: Sin. Chocolate came to India from the west but the culture code for chocolate in India is different. In India chocolate had become ‘meetha‘ and to Indians, the significance of sweet or meetha runs beyond its physical and functional attributes.

     

    In India sweet (meetha) performs a spiritual role. Meetha is offered to the gods, it allows us to connect with optimism. Meetha is associated with festivity, purity, and all things good and happy. The Indian culture code for sweet (meetha) hence chocolate is: Auspicious.

     

    This led us to the cultural insight: “Having something sweet before starting or doing anything new is considered auspicious and suggests that the outcome would be good”. More like “Things that are begun on a sweet note have sweet endings”.

     

    The thought process behind the creative:

    Having something sweet before starting something new is an old Indian tradition and is deeply entrenched in our behaviour. Changing such behaviour is the most difficult task, but Cadbury Dairy Milk was determined to achieve it. So how did we do it? How did we make chocolate a part of auspicious occasions? We realized that the way to get into the traditional auspicious occasion zone was by transforming it.

     

    So we redefined the auspicious occasions – made it more contemporary, gave it a fresh perspective. These were not the conventional auspicious moments that India was generally used to. These were more modern and reflected the progressive young India. These real but non-obvious ‘Shubh aarambh‘ moments would expand the footprint beyond traditional occasions like beginning a journey, buying something new during Diwali or Navratri, house warming (moving into a new home), before exams etc…

     

    And the idea of starting anything new on an auspicious note with CDM was conceived –
    ‘Make a Shubh Aarambh with Cadbury Dairy Milk’.

     

    While most of the past CDM campaigns like “Pappu pass ho gaya” focussed on meetha after something good had happened – celebrations (post event), this uncovered a new meetha occasion, meetha before a new start (pre event). Shubh aarambh was an even bigger opportunity as inevitably the number of number of people anticipating success tends to be much higher than those who actually succeed.

     

    Media vehicles chosen:

    TV was the main medium to launch the ‘big brand idea’ but the campaign was also supported with a robust 360 programme (Radio, OOH Print, Mobile and Internet) creating a multiplier effect for the campaign.

     

    Key issues kept in mind while executing the ad:

    Creating contemporary ‘Shubh aarambh‘ moments.
    Real but non-obvious ‘Shubh aarambh‘ moments like a boy asking a girl out for the first time or a middle-aged sari-wearing lady stepping out in jeans for the first time, or a girl eloping with her boyfriend; all situations that one is likely to encounter these days anywhere in India. These allowed us to squeeze our way into tradition by transforming – making it contemporary.

     

    Does the treatment do justice to the brief?

    The executions turned contemporary new beginnings into memorable ‘Shubh aarambh‘ moments on television. Deliberately shorn of glam and celebrity endorsements, the executions helped the idea shine brightly. The results speak for themselves. It got over 7,50,000 views on YouTube and its popularity even crossed Indian shores. It was easily the most recalled and liked campaign in 2010.

     

    What according to you is the differentiating factor about the ad/campaign?

    It came from a real insight into India and Indians and the creative helped it shine through in a way that connected with consumers from all walks of life and across age groups.

     

    Market and client feedback:

    Forty-two per cent value growth and a 33 per cent volume over the previous year for a brand of its size is nothing short of spectacular. To put it in perspective, just the additional volumes from the campaign accounted for enough CDM bars to cover more than 2.5 times the Great Wall of China!

     

    The campaign was awarded the ‘Global Marketing Excellence award’ for best IMC within Kraft Foods and has also won accolades at all leading creative and effectiveness awards including Grand Prix at ABBYs, Gold at AME and APPIES.

     

  • Leo Burnett gets three nominations for Young Gun Advertising awards, Ogilvy & Mather has one.

    4 Indian names on Young Guns shortlists for 2011 awards

    By Shubhangi Mehta

     

    The shortlists for Young Guns 2011 have been announced and this year India has four nominations on the shortlist; Leo Burnett with three and Ogilvy with one.
    Leo Burnett’s Amod Dani and Ganesh Nayak have three nominations. Two for Tide Fold A Stain in the Art direction and Print Crafts category and one for Heinz Sketchup in the Consumer magazine campaigns category.

     

    Ogilvy & Mather’s Anupama Sirsalewal has received one for Unbearably Sour, Gun, Snake, Gullotine in the Illustration Campaigns category.

     

    Speaking on the shortlists, Arvind Sharma, Chairman Leo Burnett said, “We always believe in giving responsibilities to young and upcoming talent. We shall continue to do the same. We are happy that Amod and Ganesh are shortlisted in three categories and glad that the world is also recognising their talent”.

     

    On being nominated Amod Dani, ECD, Leo Burnett India, said, “The Young Guns award is a very prestigious international award. It is an extreme honour to be shortlisted for our efforts. We hope to convert this into a metal and continue to pursue creative excellence. Leo Burnett has always been at the forefront of promoting young talent, and this honour speaks a lot about the same”.

     

    Anupama Sirsalewal, Copywriter, Ogilvy & Mather, on her nomination said, “It’s a great feeling to be nominated. Piyush Pandey is God for me and I have grown up watching his ads, and now working in Ogilvy is anyway an award for me. This year has been great for me, be it Cannes Lions or Abby’s. Hope this one falls into my kitty too but there is still a long way to go.”

     

    Young Guns International Advertising Award is the world’s first and only award forum that is specifically for 18-30 year olds.

     

    To be named “Young Gun of the Year” is to be named the best young creative under 30 in the world.

     

    The “Young Gun of the Year” gets invited to join next year’s Young Guns jury.

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    AdStrat: Humming Girl

    Amod Dani, ECD, Leo Burnett

     

    The campaign:

    Humming Girl

     

    The client:

    Tata Capital

     

    The agency:

    Leo Burnett

     

    The brief:

    To create a campaign (led by television) to launch their Home Loan vertical. This is the brand’s first foray into the Home Loan category.

     

    Any specific advisory from the client:

    Tata Capital is a brand synonymous with the values of the parent group Tata Sons. The brand stands on the platform of doing what’s right, and we have worked hard to bring this philosophy alive through our previous two campaigns (Old Coin & Sardar Twins).

     

    Going forward we had to keep the core values of trust, sincerity, consumer empathy and integrity alive in the new home loan campaign as well.

     

    [youtube width=”400″ height=”250″]http://www.youtube.com/watch?v=e8qvFzkGnOE[/youtube]

    Research insights:

    Through focus groups and through Burnett’s hot button research we were able to unearth several insights which concerned rented homes. However, one truly stood out and struck a chord with everyone.

     

    If there is one place in the world where an individual can be herself, express herself freely and do what she likes, it’s her own home. It’s the place where she feels liberated from the external pressures. She is devoid of any scrutiny or judgment of the society. Where there is absolutely nothing to fear and where she feels most secure.

     

    Media vehicles:

    We led the campaign through Television supplemented with Outdoor &Print.

     

    Key issues kept in mind while executing the ad:

    The home loan market is quite intense and competitive. With the growing need to find a suitable home advertisers have constantly tried to push the envelope. But this has often resulted in complex communication that is more informative than emotive. We believe that buying a home is not just a rational decision.

     

    We planned to ride on the emotional equity associated with owning one’s own home. The truth that only in your own home can you truly express yourself is a liberating insight. The creative lens of viewing the complex financial world through a child’s eyes gave us the platform to bring this insight to life.

     

    The brand prides itself on human truths and consumer understanding. Therefore, we were very careful and worked to keep the execution real, honest and simple. The tone as you can see in the commercial is thus empathetic and genuine, true to the Tata values.

     

    The differentiating factor about the ad:

    The one thing that truly sets this ad apart from the rest is the fact that it is deeply rooted in a human insight. The ad is something that people residing in rented homes can truly connect with.

     

    The execution is a very sincere and honest attempt at connecting with these very people. Therefore the performance of the talented young actors is also very real. Her humming is memorable and sweet and once you see the ad, it’s hard not to hum along. Overall Amit has delivered a very charming film.

     

    Market and client feedback and follow-ups:

    We are currently awaiting actual numbers since the TVC went on air. However, the initial response both from the market and the industry seems very positive. The charming execution has been well appreciated by the client, industry peers and most importantly the common man.

     

    Credits:

    National Creative Director: KV Sridhar

    Creative team: Rajesh Mani, Amod Dani, Anirban Sanyal, Sachin Kamath, Nilesh Ajarlekar

    Client Servicing: Suvadip Ghosh, Manish Somani, Nandita Das, Yash Bhawsar

     

    Head | Brand Marketing & Corporate Communication: Veetika Deoras

    Production House: Chrome Pictures

    Director: Amit Sharma

  • Words, phrases, acronyms and scenarios that the creative department knows only too well. And probably wouldn’t want to do without.

    The Anchor: 7 pieces of jargon creative types love

    By Amod Dani

     

    #1 Film opens on…

    Three famous words which satisfy every copywriter’s dream of visiting Rio, Ibiza, Vegas… uh no? Ok let’s get real…Bangkok.

     

    #2 360

    The number that comes first to mind when the entire team is brainstorming to create ACTS, Road shows, Innovative hoardings and Radio Programming concepts to sell… yes, you read right, “Sabun ke saath chammach FREE, FREE, FREE!!!!”

     

    #3 Clutter Breaking

    Vishwaas hai, ismein kuch khaass… Oooh Yeah! That was clutter breaking wasn’t it. Come on, half the line and you instantly remember the ad.  Wah! Now if that’s not clutter breaking I don’t know what is. Yeh toh bada toing hai!!!!  😉

     

    #4  D&AD

    Sigh! Ok here’s an acronym that every creative person would know. And if you don’t, head straight to your workstation and type in Google and then “Advertising Creative Awards for dummies”. The Design & Art Direction Award’s pencil has often eluded Indian hands and is the one piece yet to fall into the tricolour kitty. Time to visit the temple, I say.

     

    #5 JSR

    Here’s a document that encapsulates all the inefficiencies of the agency. Made and remade frequently, only to be forgotten and ignored. It shows its ugly head again following stinkers and finger pointing, before threats with “We are calling for a pitch!”

     

    #6 G*** M***

    A phrase often hurled at colleagues expressing a sense of disagreement.

    For example:

    CS:                   There’s a new brief.

    Creative:         Ok…

    CS:                   Deadline’s in two hours.

    Creative:         G*** M***!!!!! (Flatly)

     

    #7 Night hai!

    When the pitch for a new client is the next day and your kickass idea has just been torn to pieces. The layout’s bombed and the script’s changed. There’s nothing like a campaign in sight. Result: call your boss an old F@#^&*, call your girl and tell her you are screwed, call Dominos, call for a quarter of… wait, make that a bottle of Old Monk and get set. Dark circles, here we come.

     

    Amod Dani is ECD, Leo Burnett.

  • Amod Dani has been elevated from Creative Director to Associate Executive Creative Director, Leo Burnett India.

    Amod Dani is ECD, Leo Burnett

    By Shubhangi Mehta

     

    Leo Burnett India has promoted Amod Dani to Associate Executive Creative Director, Leo Burnett India. He will be based out of Delhi henceforth and will be directly reporting into K V ‘Pops’ Sridhar.

    Samir Gangahar, Executive Director, Leo Burnett, said, “Amod is one of the best talents of our country as well as a well awarded creative person. We are very excited to have him in the Delhi team and expect him to continue with the great work.”

    Mr Dani said, “The move is challenging, yet very humbling. It’s an absolute honour to be a part of Leo Burnett Delhi. Working with great people such as Nitish, Sam and Sai is truly exciting. Delhi is one of the fastest growing offices in the entire Burnett family. I hope to concentrate my efforts towards the upsurge and do justice to their faith in me”.

    Mr Dani has been in the industry for close to seven years. After completing his post-graduation from MICA, he joined Lowe, Doha as an intern. He then moved to Lowe, Mumbai, where he worked with Priti Nair for a year.

    He joined Leo Burnett in 2006, where he has worked on brands such as McDonald’s, Tata Capital and Reliance Mobile. The brands he handled at Lowe include Surf, Idea, Wheel and Liril.