MxMIndia

Tag: Ashish Khazanchi

  • The ad has been conceptualized by Enormous Brands and created by Storytellers

    Champions forever, says Hotstar in latest campaign

    By A Correspondent

     

    In collaboration with Enormous Brands and Storytellers, Hotstar has launched a new film for Champions Trophy titled ‘Champions Forever’. While the message dovetails beautifully with the name of trophy, it is also a touching story that celebrates the heart-warming persistence of a young boy, suffering from polio, who against the odds, wants to live his dream and play cricket.

     

    “With ‘Champions Forever’ we wanted to pay a tribute to the true power of the cricketing narrative in India. The film portrays the fact that cricket has not only created champions on the field but it has made millions feel like champions off it,” a Hotstar spokesperson said.

     

    Commenting on the film, Ashish Khazanchi, Managing Partner, Enormous Brands, said: “Sportsmanship is all about celebrating the champion in all of us. From the person who hits the swinging six on the last ball, to the kid who play-acts all of Sachin’s classic shots a million times, to want to play like him one day. We all have a champion in all of us. If we have the true grit &resolve, we can all be champions.”

     

  • Ajeet Shukla and Khurram Haque have joined the creative team for Mumbai and Delhi branch respectively

    Enormous hires senior creative in Mumbai & Delhi

    By A Correspondent

     

    Enormous Brands has appointed Ajeet Shukla as Executive Creative Director, Mumbai and Khurram Haque as Senior Creative Director, Gurgaon office.

     

    Said Ashish Khazanchi, Managing Partner, Enormous Brands: “It feels really great to add such immensely talented people to the agency. Both of them come with great expertise and some big campaigns which is likely to add value to the agency.

     

    Shukla has 12 years of advertising experience has worked with Zee Group, Euro RSCG (Havas), FCBUlka amongst others. Khurram, on the other hand, has worked with Ogilvy, Rediffusion and JWT.

     

  • With the tagline, "Aapki Online Fashion Market, Ab Look Good Every Day', the campaign is conceptualised by Enormous Brands

    Shopclues repositions its fashion category in latest film

    By A Correspondent

     

    ShopClues has announced the launch of their new ATL campaign, focused on the fashion category. The new campaign is conceptualised by ShopClues in collaboration with Enormous Brands and has a series of different ads focusing on ShopClues’ offerings, such as affordable everyday fashion, occasion dressing, holiday and work wear fashion. The integrated campaign is comprised of a TV commercial, besides radio, cinema, print, OOH, events and promotions, and digital legs.

     

    Said Harneet Singh, Head – Marketing, ShopClues:“We at ShopClues aim to fulfill the Fashion and Lifestyle aspirational needs of our core consumers, majority of which are in Tier-2, -3 and beyond markets. With this new campaign, we intend to position Shopclues as the ‘Online Fashion Market’, which is the go to destination for our value-conscious consumers’ everyday fashion needs. We understand that our consumers want to wear good clothes to look and feel good everyday but they have limited budgets. The Online Fashion Market aspect of ShopClues has been created with this proposition to bring the largest variety, trends and latest fashion across branded and unbranded categories to our consumers at supremely affordable price-points. We are very excited to bring this offering to our customers and we look forward to their positive response.”

     

    Said Ashish Khazanchi, Founder of Enormous Brands: “ShopClues has always stood for offering good quality products at affordable prices. In line with what it stands for, Shopclues came up with their latest campaign. The campaign showcases the fact that people today have their own version of a traditional fashion street or a market. Just that it’s to be found online on ShopClues. The campaign will be amplified through TV and print medium.”

     

  • Conceptualised by Enormous, Jaquar's new film redefines the experience of bathing thus highlighting the brand as a premium global bath brand

    Jaquar rolls out new film with Enormous

    By A Correspondent

     

    In line with Jaquar’s leadership position, Enormous has crafted a campaign with an aim to re-create awareness of the brand among the premium audience with global sensibilities. The film titled, ‘Rain’ revolves around how one shower can help consumers relieve their all-day stress.

     

    Said Sandeep Shukla, Chief Marketing Officer, Jaquar: “Connect brand Jaquar with consumers having global sensibilities and aspirations. We wanted out of the box idea which  re-creates the magic of re-discovering bathing.  We wanted to induce Jaquar bath spaces as individual’s personal sanctuary to wash away the stress of one’s day to day life.”

     

    Added Ashish Khazanchi, Managing Partner, Enormous Brands: “The new age products from jaquar elevate the mundane experience of bathing to a level never experienced before. We wanted to turn this functional benefit into an emotional benefit. The opportunity was the undifferentiated category clutter and the sameness of executions across brands. We found the fit in the Indian concept of ‘shuddhi’, when one takes a bath one sheds the remains of the day.”

     

    Ajay Verma, Managing Partner, Enormous said, “Jaquar as a brand has been a pioneer over the years. We wanted to set the brand apart from the category paradigm of ‘Girl in the bathroom’. The idea was to pivot the brand around a relevant insight of Shuddhi  and the execution was planned in a way that clearly sets up the brand right at the top – One that re-defines the bathing experience.” The film is shot in Budapest and post-produced in Poland.

     

  • Enliven the concept of bathing with 'Melt the day away'

    Jaguar reignites pleasures of bathing in latest TVC

    By A Correspondent

     

    Jaquar Group, the leading bathing solutions company with presence across 30 countries has launched a new TVC to “reignite the pleasures of bathing”. The TVC aims to reach out to premium audiences with global sensibilities by showcasing a redefined bathing experience with the power of a shower.

     

    The campaign’s objective is to help rediscover a bathing experience through a fresh take on bathing as a daily ritual for experiential stress bursting. It intends to highlight the power of innovative, technologically enhanced Jaquar products creating desirability and aspiration towards more.

     

    Commenting on the campaign, Sandeep Shukla, Head – Marketing Communications, said, “Jaquar Group believes in creating products for patrons who seek to engage with water in exciting new ways that can energise their lives even in personal spaces. Through our new commercial we want consumers to connect with Jaquar Group’s world-class products and rediscover the simple pleasures of experiential bathing.”

     

    Said Ashish Khazanchi, Creative Director of the campaign and Managing Partner, Enormous Brands: “The new age products from Jaquar elevate the mundane experience of bathing to a level never experienced before. We wanted to turn this functional benefit into an emotional benefit. The opportunity was the undifferentiated category clutter and the sameness of executions across brands. We found the fit in the Indian concept of ‘shuddhi’, when one takes a bath one sheds the remains of the day.”

     

  • Quirky campaign highlights Meru's commitment towards transparency

    Meru Cabs puts up competitive front in latest brand campaign

    By A Correspondent

     

    Meru Cabs has launched a brand new marketing campaign- ‘True Rupees Per Km’. The new campaign highlights Meru’s brand proposition of providing honest and trustworthy services to the fast evolving transportation requirements of customers. Launched recently, the campaign has been rolled out in Delhi, Mumbai and Bangalore followed by a national launch across nine key markets including Hyderabad, Chennai, Kolkata, Ahmedabad, Jaipur and Pune.

     

    Lured by attractive discounts and low price points, today radio taxis have become popular and a convenient travel option amongst customers. However customers often have limited knowledge on how their fare is calculated and sometimes end up paying a higher value than the promised amount. While surge charge of 1X, 2X etc. is displayed upfront, there are many hidden costs such as ride time charge on total travel time and base fare charge which are hidden and gets calculated in the final fare. These hidden costs are often mentioned in asterisk (*) or mentioned in small fonts as “conditions apply” at the end of transactions, documents or marketing collaterals which goes unnoticed.

     

    Commenting on the launch of the brand campaign Siddhartha Pahwa, CEO, Meru Cabs said, “Our new campaign “NO hidden, NO Surge, NO Ride Time or NO Cancellation Charge” aims to educate customers on hidden costs applied by several taxi aggregators. Through this campaign, we reiterate our commitment to customers that with Meru as their trusted travel partners they pay “True rupees per km” for all transactions promising transparency and open communication.”

     

    Meru’s new brand campaign (Print, Radio, OOH) has been conceptualized, created and executed by Enormous Brands with an effective media strategy recommended by OMD India. The campaign will be further amplified through digital media with hashtag #PayTrueRupees on social media, Youtube, online banners, OOH channels.

     

    Ashish Khazanchi, Managing Partner, Enormous brands explains the idea behind True Rupees per km, “Meru prides itself in the extreme transparency with which it services its customers. Under the marketing clamour of discounts, cash backs and offers in the taxi industry, Meru wanted to make a bold move to highlight the fact that most competitors’ prices/fares seem attractive in the forefront but always have unnecessary hidden costs. The idea behind coining the phrase True rupees was to send out a clear message upfront to the customer that Meru operates transparently and honestly unlike other prominent cab aggregators”.

     

     

  • #MallNahiMarket is a 360-degree media campaign which reinforces ShopClues' market positioning as a mass brand

    Shopclues unveils its latest #MallNahiMarket campaign

    By A Correspondent

     

    ShopClues has unveiled its latest campaign titled #MallNahiMarket. The objective of the campaign is to break the clutter in the realm of e-commerce with its value-for-money shopping experience.

     

    #MallNahiMarket is a 360-degree media campaign which reinforces ShopClues’ market positioning as a mass brand. The campaign offers its shoppers an experience of an Indian street market with competitive pricing and a wide assortment.

     

    ShopClues’ latest TVC depicts a happy Indian Shopper who dances to the tunes of “Yeh Mall Nahi Hai, Market Hai, Yeh Good for the Pocket Hai.” This happy-go-lucky character celebrating bargains at ShopClues represents the company’s shoppers who are bargain-hunters and love a bazaar-like experience! The communication route is meant to strike a chord with ShopClues’ consumers who rely on great pricing across the ShopClues website and mobile app. The TVC ably illustrates that the ShopClues’ app is perfectly poised to give customers the most authentic market experience online which reiterates its communication – “Market in your Pocket”.

     

    ShopClues plans to roll out 3 TVCs for its leading categories namely Fashion, Home & Kitchen, and Electronics. These fun-to-watch TV ad films have been created and conceptualised by Mumbai-based Enormous Brands.

     

    Talking about the new brand campaign, Nitin Agarwal, AVP-Marketing, ShopClues commented, “Through the new ad campaign, our key endeavour is to reinstate ShopClues’ brand positioning as the ultimate marketplace for the value-conscious shoppers. We want to emphasise on replicating the Bazaar-like familiarity & experience on the online and mobile platforms. On our platform customers can expect the biggest product range & price points that remind them of their favourite markets. This USP of our brand is what we wish to drive home through our latest TVCs.”

     

    When asked about his stance on the Latest Campaign launch, Ashish Khazanchi, Managing Partner of Enormous Brands said, “While shopping at a mall is a concept from the west, shopping at a market is a more culturally-rooted experience for most Indians. To cut through the clutter of online malls, ShopClues has always drawn a parallel to bazaar experiences that appeal to the masses. #MallNahiMarket aims to meet the consumer expectations and does so in a relatable and colloquial tone and manner.”

     

  • Underlines the proposition for the celebrations: 4th pe 1/4th rate pe!

    ShopClues unveils new ad campaign to celebrate 4th anniv

    By A Correspondent

     

    ShopClues has launched its new TV ad campaign on the occasion of its fourth anniversary. The TVC promotes the special ShopClues sale, “4th pe 1/4th rate pe” with its tagline ““sab kuch 1/4th rate pe” (Everything at 1/4th the price!). Conceptualised and created by Enormous Brands, the TVC aptly illustrates how ShopClues is offering an enviable selection of the most coveted products at unmatched and almost unbelievable price points!

     

    The ad film opens with a man carrying a TV like he would hold a mobile phone. The voice over explains, “Mobile ke daam pe tha, le liya, le liya” (It was priced like a mobile phone, so I bought it!). Similarly, it shows a woman rolling out chapattis with a barbell instead of a rolling pin since home gym equipment has now become so affordable. In the most interesting twist, an impersonation of Delhi CM Arvind Kejriwal wearing a cap in lieu of his characteristic muffler is shown. The idea is that everyone has been able to upgrade to something fancier and better thanks to the reduced price points on ShopClues.

     

    Speaking on the TVC, ShopClues spokesperson Radhika Aggarwal, Co-founder and Chief Business Officer said, “On the occasion of our 4th anniversary, we have put together a sale that seeks to reward and gratify our loyal customers. This is a huge milestone for us and through the TVC we want to communicate all the unbelievable product offers that we have curated for our shoppers. The idea is to raise awareness on what’s awaiting customers on ShopClues!”

     

    Ashish Khazanchi, Managing partner, Enormous Brands said, “ShopClues has organised a one-of-its-kind sale to generate excitement around its 4th anniversary. Through the TVC, we have tried to lucidly and simply showcase the amazing proposition on offer. We want customers to understand that the ‘4th pe, 1/4th rate pe’ sale isn’t mere lip service and you can actually grab stuff which seemed out of reach so far within your pre-determined budget!”

     

  • BankBazaar.com has been a pioneer and a one-stop provider of hassle-free solutions for all personal finance products including insurance policies, bank loans and credit cards

    BankBazaar.com entrusts Enormous with creative mandate

    By A Correspondent

     

    BankBazaar.com, a leading financial market place, has awarded the creative mandate to Enormous, after a multi-agency pitch in Mumbai. As part of the scope of engagement, Enormous will work towards further strengthening Bankbazaar.com’s brand positioning as an online financial marketplace offering end-to-end financial services catering to the country’s growing tech-savvy customers. The account will be serviced from Enormous’ Mumbai office.

     

    Established in 2008, BankBazaar.com has been a pioneer and a one-stop provider of hassle-free solutions for all personal finance products including insurance policies, bank loans and credit cards.

     

    Commenting on the development, Adhil Shetty, CEO of BankBazaar.com, said, “The e-commerce segment of the country has successfully spearheaded interesting communication campaigns to enable it as a high involvement sector. On the other hand, financial services, being an important aspect of our lives, remains a low involvement category due to complexities in information dissemination. We are delighted to have Enormous partner with us to simplify financial services through unique creative communication campaigns and to offer optimized benefits to our audience.”

     

    Ashish Khazanchi – Managing Partner, Enormous, “We are delighted to be appointed the agency for Bankbazaar.com. It was a hard-won pitch with Enormous being the only mid-sized agency as part of the process. It is a delight to be working with a team that is driven to effect a large behavior shift in the country. I always believe that ambitious clients help develop ambitious campaigns. Glad to be a small part of the process.”

     

  • The campaign will primarily focus on CashKaro's product offering and benefits of using the platform

    Enormous to handle CashKaro creative

    By A Correspondent

     

    CashKaro has appointed Enormous as its creative agency on record, after a multi-agency pitch. CashKaro will be looking at strengthening its market leader position in the cashback & coupons space and is embarking on an aggressive marketing campaign to create awareness among the online shoppers and deal hunters. The campaign will primarily focus on CashKaro’s product offering and benefits of using the platform.

     

    Enormous will be working on a 360 degree advertising campaign which will focus key markets across the country.

     

    Swati Bhargava

    On the development Swati Bhargava, Co-Founder CashKaro.com said, “We are delighted to have Enormous as our creative agency. For a young and growing brand like ours, it is important to communicate with the target audience across touch points. In Enormous we have found the right partner, who has the requisite knowledge and experience in the space. They will help us reach our potential target base in the most creative manner.”

     

    Ashish Khazanchi

    Ashish Khazanchi, Managing Partner Enormous commented, “We’re proud to be appointed the agency for CashKaro.com. It’s a dynamic organization with not just an innovative product but vaulting ambition. Always a delight to partner with people who look at not just selling a product but bringing added value to people’s lives. They are also mature advertisers and we aim to scale up the game with them.”

     

    CashKaro offers real cashback which is paid over and above existing discounts and offers on partner sites like Amazon.in, Paytm, Snapdeal, Shopclues, Jabong etc. The savings offering has expanded to cover basics like giving Cashback on mobile recharge, paying electricity, phone, mobile bills, DTH recharge – something almost every individual needs!

     

  • Underlines the exclusive sale on the app for the evening rush hour between 6 and 9pm

    ShopClues launches new TVC to announce its ‘Ghar Wapsi’ sale

    By A Correspondent

     

    ShopClues has launched a new TV campaign to announce its ‘Ghar Wapsi’ sale. The TVC, designed by Enormous Brands and created by the production house, Thread Films, highlights the exclusive app sale targetted at those who like to shop on their mobile phones during their commute post work. Christening this trend as ‘Commute Commerce’, ShopClues is a pioneer in tapping its huge potential with the unique ‘Ghar Wapsi’ sale. It has been designed especially for the evening rush hour between 6 PM and 9 PM with surprise deals on the app across categories such as electronics, fashion and home items.

     

    Speaking on the campaign, Radhika Aggarwal, Co-founder and Chief Business Officer, ShopClues.com said, “Shopping on mobile while travelling back from work or ‘commute commerce’ as we like to call it, is an untouched market in the e-commerce industry. ShopClues has launched the new TVC to promote our special ‘Ghar Wapsi’ sale which taps this highly popular purchase behaviour. The sale has been named ‘Ghar Wapsi’ as this is a phrase that is colloquial as well as self-explanatory. With this sale and the TVC we aim to own the 6-9 PM slot and the concept of ‘commute commerce’ by offering our customers category-specific surprise offers that change every single day. We’re sure to get users hooked to the ShopClues ‘Ghar Wapsi’ sale on their way back home!”

     

    Ashish Khazanchi, Managing Partner at Enormous Brands, the creative agency behind the TV ad film said, “ShopClues is a brand for the masses. Every TVC that we have worked on for them has revolved around creating an instant connect with viewers across the country. This endeavour was replicated with considerable ease this time as browsing through one’s phone during the post-work commute has become a kind of natural tendency in India. Our objective was to creatively convey to consumers that the ShopClues app is the only destination they should be checking out for incredible deals during their journey back home.”

     

    The new ShopClues TVC ably illustrates the excitement that ‘commute commerce’ can infuse in the mundane daily travel. It shows how eager office-goers are to rush out from work at 6pm and make their journey back home. They are shown hustling to their transport of choice, be it a bus or a train and logging on to their phones immediately. The core proposition of the sale is encapsulated in the final message: ‘Har roz hamare app pe, surprising evening deals.’

     

  • Q&A with the managing partners of the just-over-a-year-old Enormous creative agency

    An Enormous Year for Ashish Khazanchi & Ajay Verma

     

    It’s a little over a year since Ashish Khazanchi and Ajay Verma set up creative shop Enormous. Both had had a glorious innings in creative advertising agencies and, well, their jingalala moments. Why, after collaborating much on the Tata Sky account, they figured that they were perhaps made for each other. Excerpts from a free-wheeling conversation the Enormous managing partners had with Pradyuman Maheshwari :

     

    A little over a year since you’ll set up shop… so, would you say it’s been an enormous year?

    We aren’t sure if it would be right to call it enormous, but it’s been a good year, full of memorable instances. We are much better off than we thought we would be. The market has changed a bit. Clients are far more open to independent agencies, and from our perspective the timing was just right.

     

    You started when times were tough. As you look back, was it a good time to start?

    I don’t think we’ve ever faced those kinds of issues. We started from zero and we had everything to look forward to. We had a lot of clients talking to us, interested in creating newer kind of solutions or getting a fresh perspective.

     

    Did you move with any clients from your earlier?

    We made a promise to ourselves… that we won’t touch any people or clients from the agencies we came out of.

     

    Uff, but everybody does it!

    We started the agency from scratch and we’re happy that we don’t have any bad blood. Not to say that we won’t in future, but we didn’t want to create an agency on bad blood.

     

    What about the clients who were comfortable dealing with you?

    We haven’t said no to anybody too…. I think as we come to the end of the first year, we are far more confident than we were in the beginning. I think now the time is right to approach them.

     

    Any lows in the year?

    If you’re working in an agency and you don’t win a pitch, you forget about it the next morning. But if you’re doing your own business and you lose a pitch, it is not just commerce, but it is your reputation now that is also at stake.

     

    Anything else?

    We’re building every day on optimism – small and big victories. But there are things that bothered us. For example, talent, is a huge problem. And for smaller agencies, it is even a bigger problem. The other issue, which personally bugs us, is how a lot of agencies are shortchanging themselves in terms of monies they charge just to get a client.

     

    You have such large overheads and you charge so less, they are just making the process difficult for themselves. But the key pillars we go by are that we’ll get the client at our terms and work in a way that the client gets value out of us.

     

    If you look at a percentage of a large agency, how much would you charge?

    It would be on a case-to-case basis. We don’t want a client to come to us because he’s getting cost-efficiency. We’ve hired an ECD who would have been an ECD anywhere in the country. It’s not like we took a junior guy and gave him a huge designation. We have two senior creative directors, both coming from very good agencies.

     

    Are you optimally staffed?

    Honestly, no. We need a much bigger base of the pyramid. They are tough to come by. We’re hiring people who are more or less, best in class! Sometimes we can’t even afford an art director. But if he’s available now, and all positions are full, we still take him because we may not get him if he’s needed tomorrow.

     

    What’s your staff strength now?

    Sixteen people.

     

    Let’s look at the highs. What have been the highs of the year?

    The client support has been a great high!

     

    Other highs?

    The completely unique partnership between Cheil (television commercial for Samsung’s Galaxy Grand Neo) and us also was a great high. That was just less than 60 days from our Agency being formed.

     

    The phone call was a great high.

     

    When you pitch to clients, what is your proposition? What is it that Enormous is offering that others are not?

    Apart from a Lowe & an Ogilvy, who we have great respect for, there is this entire world of agencies which have no idea what they are about. If the work is good, it’s an aberration, rather than a result of a certain process and quality control. If I was to go to a pitch with an Ogilvy or a Lowe, I’d be very scared but if I were to get into a pitch with any of the others, I’d be very optimistic that we would most likely win it or we have an equal chance if not more. It’s the idea we put on the table. That’s what this field is about. We’re very good there. Because we’ve always given a damn about the kind of work we do. Not just here but as individuals this is a collective of people who care about what they do.

     

    Ashish, you’ve done some great creative work in the last 10 years. One was hoping to see some action coming up sooner?

    We’ve had ShopClues. There have been some smaller pieces of work, not that visible but we’re incredibly proud of some of them. There is some stuff now happening for an electronics major. It should be out by end -December. It’s for the World Cup. It would be one of the best! We’ve looked at sports in a completely new lens. There’s some really great work that we’ve done.

     

    So, how do you deal with your shareholders? Is Vivek Suchanti happy?

    Ajay:  The kind of brands we’re associated is also a great high. It’s fantastic. They’ve been great encouragement.

     

    Ashish: Vivek Suchanti has been very hands off. While we still have a lot to do in terms of big campaigns, financially we’re fine. If you’re diligent, more or less, they don’t interfere at all.

     

    Do you have periodic reviews?

    Ashish: None at all. It’s completely hands of. Hats off to them

     

    Ajay: They believe in us, our one year has instilled a lot of confidence in them,

     

     

    What are the plans for the second year? You said you have this big telco in the bag?

    Ashish: We’re doing digital work for them on project basis. For the second year, we have to triple our size, our visible campaigns and our talent. You also have to get to some critical marks before people start trusting you with their brands. They trust you as an individual but question …Is this agency robust enough? I think that’s exactly the reason we’ve got so many senior people on board.

     

    Even though the clients may trust him or me in their individual capacity, they want you to earn your spurs somewhere else. Once you’ve done it, more and more people let you in. This is exactly what’s happening right now.

     

    Ajay: The first year being very good and, like Ashish mentioned, the idea is to grow very rapidly. The market forces and the environment are just right for keeping ambitions intact.

     

    Ashish: ‘Acche din aane waale hai’. Happy days are coming!

     

    Both of you have come in from big agency, big clients background. Personally, do you miss all the action of big spenders?

    Ashish: Of course I miss that. I keep on saying we’re not a small agency, we’re an agency that’s still small.

     

    How’s it working together?

    Ajay: It’s not like we’re working together for the first time. We did Tata Sky together. The relationship and bonding has only increased over time. I think through that last year, ups and downs, having a partner like Ashish has been really fantastic. So, nothing to really worry about.

     

    Ashish: It’s not like we started in day 1 and we’re like made for each other. It took us time to get into the kind of stride we are into right now. We’re perfect foils for each other now. I am the person who would screw up on all deadlines and anything with organizational abilities, Ajay is a rock solid person out there. I’d be going with complete airy-fairy strategies.

     

    Have you ever thought of expanding your team of co-founders?

    Ashish: Absolutely not. Between the two of us, we have the knowledge and expertise required to roughly run any communication setup. ETN*, BTN, Digital… whatever… now whatever we need, we’re going to hire.

     

    A version of this interview appeared in dna of brands on November 24, 2014