MxMIndia

Tag: Anuraag Khandelwal

  • The campaign is conceptualised by 82.5 Communications (Mumbai)

    Bisleri camels are back

    By A Correspondent

     

    The Bisleri camels are back in a brand new avatar. It may be remembered that ‘Samajhdaar Jaante Hain’ campaign had launched in 2018.

     

    The latest campaign features Baadal, the camel, promotes the message of safe home delivery of Bisleri. Designed exclusively for the digital medium, the videos talk of issues ranging from long queues outside shops to the concerns of impurities in drinking water in the monsoons.

     

    Conceptualised by 82.5 Communications (Mumbai), an Ogilvy group company, the campaign delivers the simple message of home delivery in a humorous, clever and creative way. Three more films conveying this message will be released in the coming week.

     

    Said Anuraag Khandelwal, ECD and Creative Head (Mumbai), 82.5 Communications: “The challenge of creating this campaign was that we could not shoot. And we did not want to sound opportunistic. The idea was to tell stories that inform and entertain in truly Bisleri style. And so, we came up with – Don’t worry, ab ghar aayegi Bisleri. This was yet another satisfying and fun campaign to create.”

     

    Added Samrat Bedi, President (Mumbai), 82.5 Communication: “Consumers are increasingly evaluative of their consumption habits now more than ever. Besides, the promise of safety and purity have become front-of-pack conversations and non-negotiable too.

     

    Said Anjana Ghosh, Director of Marketing and Business Development, Bisleri International: “During these past few months, consumers have faced real constraints in accessing basic essentials on account of lockdown – the supply chain was disrupted, essential shops remained shut, people were required to wait in long queues with the risk of overcrowding, they were unable to manage work from home schedules as they had to step out to get their basic needs in place. Water being an essential need, Bisleri understood the challenges consumers were facing at a very early stage of the lockdown period and was able to offer solutions quickly by facilitating direct and safe home deliveries.

     

    One more quote. Said Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications, India: “When you have spokespersons that are this unique, they remain an effective mouthpiece whether in flesh and blood or as animated characters. May we present to you the Bisleri campaign sequel — with Baadal the animated camel!”

     

     

  • When he was just eight months, he was afflicted with polio. But that didn’t deter Anuraag Khandelwal’s family and him for forging ahead and be counted among the top creative talent in the country

    World Disability Day Special | Anuraag Khandelwal: There are only ThisAbled people in the world

    Your journey from a polio patient to Executive Creative Director and Creative Head of the Ogilvy Group’s 82.5 Communications has been very inspirational. Could you tell us a little bit about your early days?

    When I was eight months old, I got a polio attack. In spite of my parents’ best efforts, the disease stayed with me and I became a polio patient. Since then I have only walked with crutches. But my parents took great pains to ensure I have a normal life. My mom and dad were very clear that they wanted to put me in a regular school. If I had been put in a special school for the physically challenged, I am sure I would not have been where I am today.

    How did your professional career start?
    I studied at the Raheja School of Art in Mumbai for five years. My basic background is in art direction. In my last year of college, I was offered a job by Elsie Nanji of Ambience. It was thrilling to get my first job without actually applying for it! I later learnt it was Freddy Birdy who actually looked at my work and asked Elsie to hire me. While at Ambience, I met Rajiv Rao. He was then in the process of leaving to work at Ogilvy. He made the transition and then got me in. That was in the year 2000. I have been in Ogilvy ever since.

     

    How was it at work when you joined Ogilvy?
    Work was amazing. Actually I think Ogilvy has been the most democratic place I have experienced. Initially I think people didn’t know how to behave with me – for example, I’m holding my crutches as I am walking and I meet you for the first time. You will not know whether to shake hands or say namaste. People are unsure whether I can shake hands because my hands are on the crutches. Not many people know how to behave when they meet a physically challenged person.

    How did you overcome the pressure of the extra attention that you keep receiving because of this?
    First of all, I think Ogilvy really didn’t care two hoots about my physical state, whether I was disabled or walking with crutches. Everybody was equal and everybody was treated equally. There was nothing that made me awkward or embarrassed about my physical disabilities. Everybody was normal.

    Has the fact that you are a person with a disability helped your colleagues and people around you become more sensitive towards people with special needs?
    100% yes. For reasons unknown, people tend to think persons with disabilities are helpless and nice! I think the way my nature is I am a bit of a villain. In office, colleagues and friends  know that I am no ‘yes’ guy. I am also quite outspoken and don’t mince words. So from that perspective, people around me have learnt that handicapped people are normal people who behave just like anyone else does. I have made my point very clear that don’t treat a handicapped person like some helpless guy. Treat them like normal people.

    Is there a word for others with disability? How should they overcome their concerns and forge ahead in their careers.

    Look I think they have to keep an open mind. I think there will be challenges. Not everybody will be lucky to have my experience. But it depends primarily on how they perceive themselves and then of course how they promote themselves. The biggest and most important part is that they have to perceive themselves as somebody who is creative and not a “disabled” creative. It has to be on merit. They cannot come expecting that because they are disabled, they should get special treatment and their job will get done. If they come with that attitude then they will not get anywhere. Their attitude should be “I am creative. My ideas are superb. I can make a difference in brands.” Then nobody will look at the disability. People are open. That I know for a fact. They are willing to look beyond disabilities if you have something to give. You have to have something to give. Disability can’t be your USP.

     

     

  • It advises users to nip dandruff problem in the bud, instead of adopting temporary hacks

    Himalaya reveals ‘perfect’ way to get rid of dandruff

    By A Correspondent

     

    The latest campaign for Himalaya anti-dandruff shampoo, conceived by 82.5 Communications, advices users to nip dandruff problem in the bud, instead of adopting temporary hacks.

     

    Said Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications: “Himalaya’s products are always effective, but sometimes one needs a unique creative approach to make the consumer aware of why it is so. Personifying dandruff is the creative approach we have used for this campaign. With wit and charm, this device effectively drives home the message of effectiveness.”

     

    Added Anuraag Khandelwal, Executive Creative Director and Creative Head, Mumbai, 82.5 Communications Pvt Ltd: “The shampoo category has been bubbling away with ads that all follow a fairly defined set of category codes. We wanted to push the envelope and create something effective and relevant, while being memorable at the same time. An idea that can simply extend across various media and social platforms.”

     

     

  • The campaign has been conceptualised by 82.5 Communications

    Cera celebrates homes in new campaign

    By A Correspondent

     

    Home solutions brand Cera has developed a multimedia campaign that celebrates homes through ‘kuch pal ghar ke naam’. The campaign has been conceptualised by 82.5 Communications.

     

    Speaking about the campaign, Anuraag Khandelwal, Executive Creative Director and Creative Head (Mumbai), 82.5 Communications, said: “In the home solutions category, one mostly sees cold product-centric commercials, with or without a celebrity. We wanted to move away from that zone and explore an emotional space that evokes conversations around varied connections we form with our homes. We hope it strikes a chord with home-owners, and is enjoyed by all!”

     

    Added Atul Sanghvi, Executive Director, CERA: “The objective of this campaign was to break away from the clutter of product+celebrity ads and connect emotionally with our customers, bringing their beloved homes and those who live in it to the forefront.  Also, since CERA offers almost all product categories—sanitaryware, faucets, tiles, wellness, kitchen sinks, water heaters, mirrors—that go into making one’s once-in-a-lifetime home, it is appropriate to bring the home as centre of one’s life.  This campaign delivers on the objective that CERA offers tiles, faucets and sanitaryware, beautifully.”

     

    Said Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications added: “This campaign is about moving away from the norm. So, we decided on not using a celebrity and showing aspirational products in an everyday light.”

     

     

  • Signs Bollywood talent Fatima Sana Sheikh and Siddhant Chaturvedi as the face for their new campaign

    Tata Motors announces its upcoming Harrier VIVO IPL ad campaign

    By A Correspondent

     

    Tata Motors has announced a TV campaign comprising a mini series of TV ads, that hinges on the story of ‘Love At First Drive’.

     

    Tapping on the pan India following of the IPL, this campaign will be advertised across the Star Sports network of 21 channels to ensure the brand resonates with the audiences across the country. Conceived by 82.5 Communications, the films for the TVCs have been produced by Storytellers.

     

    Commenting on the campaign, Vivek Srivatsa, Head – Marketing, Passenger Vehicles Business Unit, Tata Motors, said: “The first year of our association with the IPL proved to be a game changer for our much celebrated, compact SUV, the Tata Nexon which won many hearts and is now one of the leading players in its segment. We are confident that the 12th season of the IPL will be much bigger in terms of viewership and spectators at the stadiums. Through the ‘Love at First Drive’ campaign for the Harrier, we want to capture the audience’s attention in a manner that is both clutter breaking and eye-catching. Furthermore, Siddhant and Fatima embody the spirit of the Harrier and lend their individual style and appeal to the campaign. We are confident that the TVCs will project the right imagery for the Harrier and will help the brand to capture the imagination of a billion plus audience, just like the IPL itself.”

     

    Speaking on this campaign, Anuraag Khandelwal, ECD, 82.5 Communications said: “The Harrier is one outstanding SUV. We wanted to do something disruptive. Not only in the category but across categories. So, we came from a simple observation, that when one saw the Harrier, one fell in love with it. More so after test-driving it! Hence the idea #LoveAtFirstDrive.”

     

     

  • It is an innovative web film from the POV of a parking lot’s security cameras

    Soho Square releases a humorous film for Tata Motors

    By A Correspondent

     

    Tata Motors and Soho Square (Mumbai), have created a web film from the point of view of a parking lot’s security cameras.  Said Anuraag Khandelwal, ECD, Soho Square: “The film is a smart, clutter breaking and welcome addition to the automotive category. It catches you off guard – you don’t realise it’s an ad till the very end.”

     

     

  • Soho Square Mumbai, the creative house behind the idea, has created the integrated campaign

    Aprilla SR 125 makes its mark in new brand campaign

    By A Correspondent

     

    Soho Square Mumbai has created a new campaign for Aprilia to launch its latest bike – SR 125. The ad campaign, led by the TV commercial, takes viewers on a fun ride where eccentric characters find their fun-twin while riding the bike.

     

    Anuraag Khandewal

    Expressing his views on the fun-twin campaign, Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square, Mumbai said: “Aprilia has always stood for one thing -Fun. And now with the new SR 125, we are taking fun to a whole new level. We believe that the best way to have fun is with a companion, and the bike with its features enables one to do just that -have fun with a like-minded person. In the commercial we’ve shown how various people find their ‘Funtwins’ in the most unexpected situations. I’m sure this ad will encourage people to go out and find their own ‘Funtwins’.”

     

    Diego Graffi

    Commenting on the objective behind the film, Diego Graffi, CEO and MD of Piaggio said: “The two-wheeler segment is very important to us in terms of growth. With the addition of the SR 125, we are well poised to better serve the Indian markets. This communication will surely help us in doing so.”

     

     

  • Soho Square, Mumbai has conceptualised an extensive campaign featuring Bachchan in a witty character

    Amitabh Bachchan appointed brand ambassador for Lux Venus

    By A Correspondent

     

    Kolkata-based innerwear brand Lux, has roped in Amitabh Bachchan as the brand ambassador for Lux Venus.

     

    To connect the brand message ‘Yeh andar ki baat hai’ with the brand ambassador, Soho Square, Mumbai, conceptualised an extensive campaign featuring Bachchan in a witty character.

     

    Ashok Todi

    Talking about this association, Ashok Todi, Chairman, Lux Industries said: “Similar to Mr. Bachchan’s popularity as an actor, Lux Venus is liked by people of all demographics. Its appeal synergises with Mr. Bachchan’s personality. We hope to reach a wider market pan India with this endorsement.”

     

     

    Anuraag Khandelwal

    Speaking on the campaign, Anuraag Khandelwal, ECD & Creative Head, Soho Square, Mumbai added: “Advertising in the briefs and vests segment has always been about machismo and physique. Our goal was to break the category format and present Mr. Bachchan in a humorous as well as a memorable avatar. With Mr. Bachchan portraying a common man in a common setting, this TVC will strike a chord with the masses all over the country.”

     

     

  • The challenge was to resonate with their temperament, while seamlessly incorporating Varun’s style and fashion sense

    Varun Dhawan flaunts new moves in latest campaign for Lux Cozi

    By A Correspondent

     

    Lux Cozi is taking a step forward to increase its exposure and strengthen its connection with the masses via its latest campaign starring Varun Dhawan.

     

    Said Ashok Todi, Chairman, Lux Industries: “Besides being talented and versatile, Varun has a stature and appeal that resonates well with Lux Cozi’s philosophy of ‘Sunotohapnedilki’. The response to Varun’s association with the brand has been phenomenal – the TVC crossed 1.5 million views in just 4 days.

     

    Added Anuraag Khandelwal, ECD & Creative Head, Soho Square, Mumbai: “Most Indian celebrities shy away from showing themselves in the actual underwear. But Varun was absolutely comfortable and confident in doing so. This helped us make a better connection with today’s youth that is comfortable in their own skin. We also found that Varun embodies the characteristics that we want the brand to stand for. And with this TVC, we were able to marry all of them in an emotionally engaging, fresh and surprising manner.”

     

     

  • The campaign dramatizes this aspect and presents SIP as #TheGoodEMI which one can look forward to as an investment, not an instalment

    #TheGoodEMI educates consumers on the right SIP

    By A Correspondent

     

    Franklin Templeton Investments has launched an investor education initiative across media. Conceptualized by Soho Square, Mumbai, the campaign is being released on TV and the digital medium with a round of press also planned. Timed to release during the India-Pakistan match at the Asia Cup, this campaign is positioned to talk to all those looking for an entry into the world of investments.

     

    Juzer Tambawalla, Vice President and Head – Marketing & Communication, Franklin Templeton Mutual Fund said:“The objective of this campaign is to position the concept of Systematic Investment Plans (SIPs) as an affordable yet attractive investment solution for the retail consumer. An SIP is the first step to investing in Mutual Funds and given that one can start with as little as Rs. 500 a month, it’s almost the cost of 2 movie tickets.”

     

    Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square Mumbai said:“Each one of us knows the pain that EMIs bring at the start of every month. By positioning SIP like a Good EMI, we are pitching it as an EMI that ultimately comes back to you. This is why unlike other EMIs, this is one EMI that you’ll gladly pay for with a smile. The film is made in a way that’ll make you go, ‘Yeah, this is exactly what happens to me’”.

     

    The campaign dramatizes this aspect and presents SIP as #TheGoodEMI which one can look forward to as an investment, not an instalment. This is a different way from the ‘Happy families’ or ‘plan for the future’ type of commercials, typical to this category.

     

    The film is a dramatization of what happens to a regular middle-class working man on the first of every month. After a long day at work, he gets an SMS that says the words he’s been waiting for, all month: ‘Salary Credited’. He then checks his wallet as it is now flush with cash and that brings joy to his face. Unfortunately for him, his joy is short-lived as a huge crowd of EMI-collectors descend on him like a pack of hungry wolves. We then go into an action-movie mode, as the poor guy is chased by ‘Phone EMI’, ‘Personal loan EMI’ and ‘Car EMI’. With each EMI that hits, the guy loses more and more cash until he lands on the ground having lost most of his salary to these people. The only man helping him is the SIP guy, and the protagonist gladly pays his ‘Good EMI’ with a smile, knowing that this is an investment not another instalment!

     

    Link to Download – http://we.tl/31NH09ifuF

     

    CREDITS:

    Agency: Soho Square, Mumbai

    Head of Office: Samrat Bedi

     

    Creative

    Executive Creative Director and Creative Head: Anuraag Khandelwal

    Executive Creative Director and Creative Head: Satish deSa

    Creative Director: Manu Gupta

    Creative Controller: Pratik Kamat

     

    Account Management

    Senior Vice President: Mohit Ahuja

    Account Director: Neville Suraliwala

    Account Supervisor: Selvam Somasundaram

     

    Account Planning

    Senior Vice President: Shashank Lanjekar

     

    Films

    Film Supervisor: Shagun Dharia

     

    Client: Franklin Templeton Investments

    Vice President and Head – Marketing & Communication: Juzer Tambawalla

    Assistant Vice President – Marketing & Communication: Balaji Vaidyanathan

    Assistant Manager – Marketing & Communication: Anuradha Bhandari

     

    Production House: Story-tellers

    Director: Aakash Bhatia

    Producer: Zina Khan

    Post Producer: Prasad Shetty

     

    For further information please contact:

    Samrat Bedi at samrat.bedi@sohosq.com / +91-9820807500

    Anuraag Khandelwal atanuraag.khandelwal@sohosq.com / +91-9820191311

     

  • Ishrath has spent about 14 years in advertising, having worked across Saatchi & Saatchi, Rediffusion DYR, Network Advertising and Draft FCB+Ulka

    Ishrath Nawaz appointed CD at Soho Square

    By A Correspondent

     

    Soho Square Mumbai has announced the appointment of Ishrath Nawaz as Creative Director, Soho Square Mumbai.

     

    Speaking on his appointment, Soho Square Executive Creative Directors, Anuraag Khandelwal and Satish Desa, had this to say, “Our young, and dynamic team is a constantly evolving one. Our focus is to continuously adapt to new age ideas and ideals, with growth that is not just exponential but organic as well. Ishrath brings with him a unique mix of talents and a crisp understanding of different brand segments. We believe he has what it takes to strengthen our vision.”

     

    Ishrath Nawaz

    Ishrath has spent about 14 years in advertising, having worked across Saatchi & Saatchi, Rediffusion DYR, Network Advertising and Draft FCB+Ulka. He has worked on the successful launches of several top brands including Indigo Manza, Tata Docomo, Jaguar, Skoda Rapid, Ariel, head&shoulders and Bajaj LED.

     

  • He has worked previously at Ogilvy, Dentsu, Percept-Hakuhodo ​ and DDB Mudra

    Pramod Sharma joins Soho Square as Senior CD

    By A Correspondent

     

    Soho Square Mumbai has announced the appointment of Pramod Sharma as Senior Creative Director of Soho Square Mumbai.

     

    Anuraag Khandelwal and Satish deSa, Executive Creative Directors & Creative Heads, Soho Square Mumbai shared: “In Pramod we found the ideal mix of maturity and crazy ideas. He is very ambitious, and yet very down-to-earth. We believe we have found one more member of our tribe.”

     

    Moving from Everest Brand Solutions, Pramod enters Soho Square with over 14 years of ​work ​experience. He has worked previously at Ogilvy, Dentsu, Percept-Hakuhodo ​ and DDB Mudra.