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Tag: Ashish Chakravarty

  • Anupama Ramaswamy, Ashish Chakravarty and Rajdeepak Das

    Jury Chairs appointed for Abby 2024

    Anupama Ramaswamy, Chief Creative Officer, Havas Worldwide India, Ashish Chakravarty, Executive Director, and India Head of Creative, for McCann Worldgroup and Rajdeepak Das, Chief Creative Officer Publicis Groupe, South Asia and Chairman, Leo Burnett, South Asia, join as Jury Chair for Still Digital category, Audio category, and Film (below 1 minute) category respectively, at The Abby Awards 2024 powered by One Show.

    Said Ajay Kakar, Chairperson, Awards Governing Council, Abby Awards 2024: “I have always believed that an award is as good as its jury. This year too, the Abby Awards powered by One Show have a stellar line up of both domestic and international luminaries as Jury Chairs, across 23 categories. Over the last two years the number of women jurors have been significant, and this year, with over one-thirds being women masters of their craft. To win recognition from such respected Jury Chairs is a matter of immense pride for the AdClub, the participating agencies and brands.”

  • The film highlights a mother’s unhesitant approach to introduce the Voot Kids world to her child, which makes screen time meaningful like never before

    Voot brings out the fun in kids via #MastiMeinAchhai campaign

    By A Correspondent

     

    Voot Kids has unveiled its launch brand campaign, #MastiMeinAchhai. The film is created and directed by McCann Worldgroup India.

     

    Commenting on the campaign, Saugato Bhowmik, Business Head, Voot Kids, said: “Digital literacy is important, and we strongly believe parents play a pivotal role in making the digital journey of their kids more profound by exposing them to appropriate and entertaining content. Voot Kids is the only app to offer Watch, Read, Listen & Learn all in one platform and our brand campaign #MastiMeinAchhai decodes this proposition and bridges the gap for parents and kids to explore Edutainment in its truest form.”

     

    Speaking on the key insight that lead to the campaign ideas Ashish Chakravarty, head of creative and executive director, McCann Worldgroup added: “The story in the film revolving around the constant tussle between parent and child over mobile screen time is a highly relatable one and will find resonance in every household with kids in India, we feel. What is fun to watch in the film, is the story told both from the perspective of the kid and the parent. The little boy -a bonafide James Bond scheming and plotting for his parents’ mobile phone and the parent who is in-the-know all along. The nostalgic track Akkad Bakkad takes us down memory lane, captures the mood and sentiment of the ‘cat and mouse’ situations and complements the film perfectly!”.

     

     

  • Chakravarty will report to Prasoon Joshi, Chairman McCann Asia Pacific and CEO & CCO McCann Worldgroup India

    Ashish Chakravarty joins McCann as ED & Head of Creative, India

    By A Correspondent

     

    Ashish Chakravarty has moved on from Contract and to join McCann as Executive Director and Head of Creative, India. He was till recently Chief Creative Officer of the WPP agency, overseeing creative output of Contract Advertising, iContract, Designsutra, and Core Consulting.

     

    Chakravarty will report to Prasoon Joshi, Chairman McCann Asia Pacific and CEO & CCO McCann Worldgroup India. Said Joshi on the appointment: “Ashish is a rare breed of creative talent who is backed by solid strategic thinking. He’s constantly rediscovering himself and genuinely interested in creating work with depth and effervescence at the same time. Moreover, he is a great team builder , am really looking forward to Ashish joining McCann back.” In his earlier stint at McCann, Chakravarty worked with Prasoon Joshi and helped build McCann Delhi as one of the top leading operations in Delhi market, notes a communique.

     

    Said Chakravarty on his joining McCann: “There is a certain degree of familiarity, and fondness that I have for McCann, having spent over a decade there. I enjoyed a fabulous run in my last stint, and it always felt good to see it continue from strength to strength. On a personal note, I have a huge regard for Prasoon, both as a creative leader, and for the person that he is. Our bond runs deep, and we have a quirky chemistry of sorts; one that is maddening, and magical at the same time. And almost always results in some very good work. So, when the opportunity came to get back into the thick of it, and also in a more substantial way than before, I found it hard to resist.”

     

     

  • The new TVC flaunts new designs from Bata’s Red Label Collection

    Bata launces new TVC featuring Kriti Sanon

    By A Correspondent

     

    Bata India has launched a new campaign titled ‘Come & Be Surprised’ featuring Kriti Sanon, its brand ambassador.

     

    The ‘Come & Be Surprised’ TVC, conceptualised by Contract Advertising, reflects Bata’s conscious strategy of presenting a new fashion-forward face for the trend conscious and young.

     

    “The Red Label-Kriti Sanon 360 campaign is aimed at inviting younger consumers into the refreshed Bata stores to shop from our latest fashion-forward collections. Kriti being a strong youth role model will drive home the message that our new collections are chic and stylish. With this campaign, we invite all women and men to come & be surprised at their favorite Bata store,” said Anand Narang, Vice President – Marketing, Bata India, on the launch of the new campaign.

     

    Added Ashish Chakravarty – Chief Creative Officer, Contract Advertising: “We took a conscious decision not to use Kriti as a brand endorser but as a young consumer who is surprised to see Bata in an all new fashionable avatar. It was a bold step for an iconic brand like Bata to acknowledge current consumer perceptions and then come up with a campaign that convincingly changes the same in a bold and authentic manner,” said, Mr.

     

     

  • Aims to break multiple stereotypes around health insurance with a disruptive 360 degree campaign

    Max Bupa launches urges Indians to make health a habit with ‘GoActive’

    By A Correspondent

     

    Max Bupa has rolled out a new campaign that talks about its latest digitally enabled everyday use health insurance plan GoActive and aims to change the way Indians perceive health insurance, making it a part of their daily lives. The new campaign attempts to redefine how health insurance brands typically interact and engage with their customers.

     

    Speaking on the campaign, Anika Agarwal, SVP – Marketing and Head Digital Sales, Max Bupa, said: “Despite India’s falling health graph, the country still has one of the lowest health insurance penetration levels in the world with less than 20% of the population with any form of health insurance. Also, amongst Young Indians, in spite of their lifestyles and increasing incidence of illnesses, they generally do not feel the need for health insurance owing to how they still see it – a financial decision that can be deferred, a contingency investment only for old age and a recurring expense with uncertain usage, while you are in the pink of health. The brief for the creative agency was simple – break this stereotype and reimagine what health insurance should do. Make people realise that GoActive will work with you 365 days a year for all your health needs on the go – related to illness and wellness. Max Bupa has always attempted to stand apart in terms of how we communicate with our audiences and this campaign outreach is also differentiated. It is designed for today’s digital audiences, the campaign will be aired on high affinity TV channels and will have a big online and digital play including mobile, to reach out to our target audiences.”

     

    Created by Contract Advertising, the commercial will run across both Tier 1 and 2 markets. Added Ashish Chakravarty, Chief Creative Officer – Contract: “Usual perception of health insurance is something that you buy and then put it in some file. Customers then almost forget about it unless there is a need for a big medical treatment. Here we have a unique product, Max Bupa GoActive that has been designed so that it is relevant and can be used almost every day of the year. So was born the idea of health insurance as a person who is with you in more ways than one. We had fun trying to conceptualize this character; should he be a medical professional or a doctor. Then we cracked this concept of creating a Max Bupa man. With an inspired casting in the form of Aparshakti Khurana, we think we have found a sweet spot.”

     

     

  • The 40-second ad film portrays her as a fervent shopper who enjoys every moment of the unique 'Try At Home' experience offered to her by the jewellery brand before making her purchase

    Alia Bhat endorses the ‘Try at Home’ experience for Bluestone.com

    By A Correspondent

     

    BlueStone.com has launched a campaign to promote its unique ‘Try At Home’ experience with its new brand ambassador, Alia Bhatt. The 360-degree campaign focuses on the brand’s proposition with a touch of enticement from Bollywood’s next generation superstar.

     

    The TVC has been conceptualized and executed by Contract Advertising in association with Dharma 2.0 and the music has been directed by Abhishek Arora.

     

    Speaking on the campaign launch, Gaurav Singh Kushwaha, Founder and CEO, BlueStone.com said, “Our ‘Try At Home’ service has helped us connect with our customers at a personal level, raising the bar on the overall jewellery shopping experience. Over 20% of our consumers shop from us by trying on the jewellery at the comfort of their homes and we intend to boost this unique service further. Alia’s role as a vivacious and style conscious shopper, perfectly complements the profile of our young and dynamic consumers, who will identify with her experience.”

     

    Added Ashish Chakravarty- National Creative Director, Contract Advertising: “When we were told about BlueStone’s try at home service the ladies at the agency wasted no time in requesting for a trial. There was a conference room full of girls and jewellery, all in the name of research of course. Their delight and excitement at the gold coming over is what led us to this fun space of Alia goofing around with jewellery in complete privacy. Something one can’t do in a showroom under the glare of sales people and spotlights. The styling, Alia’s effortless charm and of course the awareness of the service via this spot will have a lot of fine jewellery home delivered and tried on in the near future, we feel sure.”

     

  • Starting off the campaign with TV commercials highlighting Droom's unique ecosystem services tools Droom History, Eco and OBV which have made it the most disruptive online automobile player

    Droom bets big on its ‘Ecosystem Services Tools’ in latest marketing campaign

    By A Correspondent

     

    Droom, the increasingly visible online automobile transactional platform, is set to launch what it claims will be a “mega multi-million-dollar pan-India communication campaign”. With the 360-degree integrated campaign which starts off with three TVCs, Droom is betting big on its ecosystem services tools – Eco for doorstep auto inspection, OBV for fair market value of any used vehicle and Droom History for used vehicle history report, to firmly cement its position as India’s leading automobile marketplace.

     

    Commenting on the campaign, Sandeep Aggarwal, Founder and CEO Droom said, “At Droom we have built the entire ecosystem for used automobile buying and selling ground up and with performance based marketing program and data driven approach, we want to now educate India that used vehicle transactions can be fair, transparent and without buyer’s remorse too. Droom and OBV are already household names and with these TVC campaigns Droom History and Eco will also see a massive adoption by consumers. Following the launch of these three TVCs, we are launching extensive ATL, Digital, OOH and print campaign as well.”

     

    Added Ashish Chakravarty, National Creative Director, Contract Advertising, the creative agency behind the TV ad film: “When a used vehicle changes hands, the entire transaction is skewed towards the seller. The buyer is forced to trust the seller’s word, and his own instinct. We picked up these simple observations and buyer pain points. This campaign shows how Droom puts buyers in a position of advantage by equipping them with science and data.”

     

  • Releases a new TVC that reaffirms and tows the 'Choose Your Twinkle' tag line

    BlueStone launches campaign for Valentine’s season

    By A Correspondent

     

    BlueStone.com has launched a new brand campaign to further strengthen its position as the go to destination for modern contemporary jewellery. Reaching out to consumers through a new TVC, the ad film showcases how beautiful jewellery connects emotionally,summing it up with the ‘Choose Your Twinkle’ catchphrase.

     

    The new commercial continues to build the brand narrative around how effortless browsing and range of beautiful designs make the BlueStone.com experience unique and delightful.

     

    Speaking about the campaign, Pushkar Jain, CMO, BlueStone.com, said: “Our research has shown that increasingly women are buying jewellery on pure impulse, beyond traditionally defined occasions. BlueStone.com offers a wide range of precious jewellery, designed for day-to-day wear, precisely catering to such audience. This second TVC in the ‘Choose Your Twinkle’ campaign highlights our unique proposition of trendy styles and effortless browsing.”

     

    Said Ashish Chakravarty, National Creative Director, Contract Advertising: “With Bluestone.com our stories are about women and their charming everyday. They date, they fight, they make up and invent reasons to take the day on with a twinkle in their eyes. So, here’s another one from the ‘Choose your Twinkle’ series.”

     

  • The narrative reverberates Bluestone’s USP of a wide choice of designs and modern appeal

    Choose your twinkle, says BlueStone in latest campaign

    By A Correspondent

     

    Leading online destination for fine jewellery, BlueStone.com launched a new brand campaign ‘Choose Your Twinkle’. Presenting the finest range of modern and contemporary jewellery designs and styles, the campaign promotes the brand as the go-to jewellery destination for today’s women.

     

    Speaking about the campaign, Pushkar Jain, CMO, BlueStone.com, said, “We are very excited to launch our new brand campaign that happens to coincide with the festive season. The TVC clearly illustrates our core proposition of choice of designs and modern styles whilst targeting the new age women. Our strong focus on brand building coupled with world class designs and a superior online experience will enable us to expand our footprint in the second largest jewellery market in world.”

     

    Added Ashish Chakravarty, National Creative Director, Contract Advertising: “Jewellery is very close to women. Sometimes closer than their partners. We thought, for this one, let’s tell stories of women, by women. So here it is, a peek into a woman’s mind, her thought process and the moments that trigger off when she discovers choice and gold and love. All at once.”

     

  • It is thus an upgrade for a distemper user who wishes to use an emulsion

    Asian Paints unveils new ad campaign ‘Kam Kharcha, Saalo Saal Charcha’

    By A Correspondent

     

    Contract Advertising’s new film for Asian Paints Tractor Emulsions aims at highlighting the value factor of the brand’s emulsions which, according to a communiqué, lasts for many years and hence does not require re-painting every year.

     

    Commenting on the new ad film, Amit Syngle, President – Marketing & Technology, Asian Paints said; “The distemper consumer today has a very strong ‘har saal’ or annual paintings cycle. Through an interesting interplay between an old fashioned father-in-law and a progressive son-in-law, this communications challenges this ‘har saal’ painting cycle where on using Tractor Emulsion, the consumer gets not only a plastic paint finish but also a product that lasts much longer than distemper.”

     

    “Tractor Emulsion had always provided value conscious consumers with awesome looking walls. This had made Tractor the paint brand of choice for the Great Indian Middle Class. This year however, we had an exciting new story to tell. The age old tradition of getting the house painted was getting decimated and replaced with something smarter. This clash of old habits and new ideas was the genesis of the commercial. An authoritarian classical music teacher struggling to keep things stay the way they have always been in the face of a smart young man who knows better. It’s an attempt at showcasing real life humour drawn from the lives of real consumers,” added Ashish Chakravarty, NCD – Contract Advertising

     

    The film opens on a father being received by his son in law on a visit to his daughter’s house and thereafter a debate ensues on the importance of painting one’s house every year. In the course of the film he realises that with Tractor Emulsion there is no need to paint the house every year and thereby reinforcing “Kam Kharcha, Saalo Saal Charcha”.

  • Earlier, Aviva Life Insurance was being partnered by BBDO and MRM // McCann

    Aviva Life Ins hands over mandate to Contract

    By A Correspondent

     

    Aviva Life Insurance announced its partnership with Contract Advertising. Following a competitive pitch, Contract Advertising has been selected to handle the advertising portfolio for Aviva Life Insurance India and help build and develop the company’s communication messages, through new propositions and initiatives, over the next two years. Earlier, Aviva Life Insurance was being partnered by BBDO and MRM // McCann.

     

    “We are keen to be seen as Thought Leaders in a category that is otherwise cluttered and largely non-differentiated. Be it our products ideas or communication, our strategy is to find relevance and uniqueness in our offerings, in order to be the insurer of choice. We are delighted to have Contract Advertising on board, as our new creative partner, in building our ambitious journey in India. In them, we have found like-mindedness and an ability to make a difference, in line with Aviva India’s vision to create an impactful customer connect,” said Anjali Malhotra, Chief Customer, Marketing & Digital Officer, Aviva India.

     

    Rana Barua

    On the new win, Rana Barua, Chief Executive Officer, Contract Advertising said, “We are really excited on winning Aviva and look forward to partnering & creating unique ideas & communication that is relevant to the category and thus more impactful for them.  What is also heartening yet again is our understanding & creative during the pitch process was totally aligned with the vision of the entire brand and corporate team. We look forward to a long and enriching relationship with Aviva.”

     

     

    Ashish Chakravarty

    Speaking on the partnership, Ashish Chakravarty, National Creative Director, Contract Advertising said, “A regulatory controlled category is plagued with sameness of product offering, and consumer conversations. Thus the role of brand communication becomes critical. We found Aviva’s new approach a welcome change. So I am happy that they chose us to partner with them, on their plans for India. This should be an exciting one, and we certainly hope to create some memorable work for the brand.”

     

     

     

  • Conceptualized and executed by Contract Advertising- Bangalore, the TVC will be supported by print, outdoor and digital

    Contract’s new campaign for Portea underlines the benefits of ‘Healing at Home’

    By A Correspondent

     

    Contract advertising has put out the first commercial for Portea Medical, India’s largest and fastest growing home healthcare company. The campaigntakes an emotive route to demonstrate how a person can heal quicker and in the best possible manner in the home environment, post-treatment in a hospital.

     

    “While medical treatment can be obtained in a hospital, it is widely acknowledged that a patient heals best at home, under the care of a home healthcare professional, and around the people that patients are most comfortable with. At Portea, we see this happening every day and have had the privilege of serving nearly 100,000 patients in the last two and a half years ago, since we launched our operations. Through this campaign, we look forward to reaching out to many more Indian families and continuing to bring care and support to those in need,” said Kavita Chowkimane, GM – Marketing, Portea Medical.

     

    Conceptualized and executed by Contract Advertising- Bangalore, the TVC will be supported by print, outdoor and digital. The TVC is being broadcast during prime time has been produced by Equinox Films.

     

    Ashish Chakravarty

    Commenting on the commercial, Ashish Chakravarty, National Creative Director, Contract Advertising said, “We often notice that caregivers become the closest confidants of patients. It’s an unusual relationship that has no name. We wanted to focus on the emotional part of caregiving rather than the clinical side, one so often sees in healthcare advertising. It’s a beautiful story of a Portea nurse who knows how to use the comforts and routines of a home to gently nudge a person towards recovery.”