MxMIndia

Tag: Azazul Haque

  • To help build a global creative infrastructure for brands and entertainment

    Azazul Haque is CCO at Creativeland Asia

    Creativeland Asia (CLA), the creative services company, has appointed Azazul Haque as its new Group Chief Creative Officer.

    Haque began his career with the Lintas Group in 2001 and has since worked with agencies such as Bates, Publicis, Lowe, Mudra, McCann, and Contract and as a Chief Creative Officer with Ogilvy, Mullen India and most recently with Media Monks.

    Said Sajan Raj Kurup, Founder & Chairman Creativeland Worldwide Limited said: “We are thrilled to welcome Azaz to our team. Over the last few years, at Creativeland Asia, we have been working on our next chapter that’s focused on building a robust global creative infrastructure for the future of brands and entertainment. Azaz has an impressive track record in brand building with an exceptional blend of strategic insight and creative vision. His careers spans a formidable body of notable work that includes recent projects for mainstream brands in categories such as tea, e-commerce, and fast-food chains, integrating tech, data, cultural insights, and distinctive storytelling. His approach aligns perfectly with our ethos and culture. We eagerly look forward to this exciting and ambitious new chapter together.”

  • Features Parineeti Chopra

    Mullen Lintas films for Bajaj Almond Drops

    By Our Staff

     

    Bajaj Almond Drops has launched a new campaign featuring Parineeti Chopra. Created by Mullen Lintas with a tagline ‘Hair Karenge Dare’, the campaign targets young consumers.

     

    Commenting on the campaign, Jaideep Nandi, MD, Bajaj Consumer Care Limited, said: “The challenge given to Mullen Lintas was to give the brand a narrative that is not just problem-solution but occupy a space that young consumers would relate to.  The film is rooted in a true insight and the execution brings it alive.”

     

    Talking about the campaign, Azazul Haque, CCO, Mullen Lintas, added: “The brand had got in the problem-solution space in the past few years and we wanted to shift it into something more attitudinal that women of today could relate to. The idea of ‘Hair Karenge Dare’ was loved by all from the very go. Also, the idea was to break the clutter in the category. The creative idea of Challenging the mirror does that. It’s rooted in an insight, is extremely attitudinal and breaks the clutter.”

     

  • The firm has recently launched Optima Secure, a new health insurance product

    Mullen Lintas campaign launching HDFC Ergo

    By Our Staff

     

    HDFC Ergo General Insurance, the leading private sector general insurance company, has recently launched Optima Secure, a new health insurance product that seeks to redefine the value that customers get from their insurance plan. Mullen Lintas Mumbai has conceived an integrated advertising campaign to launch it.

     

    Commenting on the campaign, Mehmood Mansoori, President Shared Services and Online Business said: “The global pandemic has reiterated uncertainty that surrounds one’s health & the importance of having adequate health insurance. The need of the hour is to bring products which helps customers not only in present but also takes care of their future & addressed their pain points during claims. We at HDFC Ergo have always believed in providing innovative solutions to our customers.  Optima Secure has been introduced with unique features that are never seen before in the industry. Therefore, with this campaign, we aim to communicate the unique benefits offered by Optima Secure policy in a simple yet entertaining way. We are confident that the campaign will motivate the customers to choose a policy that offers such wide-ranging benefits while providing a great value for money.”

     

    Talking about the campaign idea, Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas added: “The benefits given by HDFC Ergo’s Optima secure were never seen before benefits in the category of Health Insurance. So we needed to deliver it in a never seen before way. Reason why we decided to have extremely clutter breaking execution. Be it the stories or the backdrops, we chose something never seen before. From Aliens to Ghost stories, everything about this campaign is never seen before. Just like the benefits offered by the product.”

     

    The campaign is already live across multiple mediums including outdoor, radio and digital.

     

  • Celebrates the multi-faceted women of Maharashtra

    Mullen Lintas films for Tata Tea

    By Our Staff

     

    Tata Tea Premium has launched two fresh films in its series of hyperlocal campaigns in continuation of its strategy of celebrating India’s rich cultural diversity and invoking regional pride. The new commercials are rooted in region-specific insights that reflect not just the true spirit of a region, but also the unique traits of its people.

     

    The brand has previously released its hyper local campaigns in markets like Uttar Pradesh, Delhi, Punjab, Haryana, and Odisha. In continuation of its national restage campaign, Tata Tea Premium, Desh ki Chai, has made a revamped entry with separate advertisements for Maharashtra and Mumbai.

     

    Talking about the new campaigns, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Tata Tea Premium’s expertise has always been catering to local taste preferences. Thus, we’ve always offered distinct blends meeting consumer’s taste preferences in various geographies across the country. This has made Tata Tea Premium one of the leading brands across India, and the Desh ki Chai in the truest sense of the term. The two new TVC’s made specially for the markets of Maharashtra & Mumbai are a step forward in our hyperlocal approach; Wherein we aim to celebrate regional pride with region specific packaging and a local communication lensed through a pertinent local insight showcasing the ‘insider’s perspective’, reflective of the true spirit of the region. While the Maharashtra film celebrates Marathi women for being Sarvguni, the Mumbai film salutes Mumbaikars for their Kadak Insaniyat . Both films aim to deepen the emotive connect the brand enjoys in these markets, in line with our over-arching strategy of celebrating regional pride and driving thought leadership”

     

    Added Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas: “Doing a separate campaign for Maharashtra and Mumbai was a challenge as Mumbai is the capital of Maharashtra. But then Mumbai has its own identity. It has many personalities, characters and many stereotypes. But we thought nothing can make for a better stereotype than the professional, cold, bordering insensitive stereotype of Mumbai. While for Maharashtra, we thought celebrating the multifaceted aspect of the state would connect better with Maharashtrians. We wanted to celebrate the Marathi culture that values traditions and customs but also welcomes new thinking, is progressive and connected with the world., which makes it a Sarv Guna State. Just like Tata Tea Premium tea.”

     

  • Features Nawazuddin Siddiqui and Piyush Mishra

    HDFC Ergo unveils new TVC

    By Our Staff

    HDFC Ergo General Insurance launches a new TVC campaign. Conceptualised by Mullen Lintas, the “poochoge, toh aapko milega sahi jawaab” campaign features two TVCs, primarily focusing on health insurance and motor insurance. Featuring the brand ambassador Nawazuddin Siddiqui in a double role along with the multi-faceted Piyush Mishra, coming together on screen is sure to raise the entertainment quotient.

    Said Mehmood Mansoori, President – Shared Services & Online Business, HDFC ERGO General Insurance: “The past year has proved that these are very uncertain and unprecedented times that we are living in. The whole pandemic situation has further made us reiterate that financial security and well-being is of the highest importance. In such scenarios, a well-comprehensive insurance policy provides peace of mind and helps in overcoming difficult situations. In testing times, the right kind of insurance will also protect an individual from digging into their savings. HDFC ERGO has always promoted insurance awareness in the country, with this campaign we aim to educate our customers and encourage them to ask the relevant questions while opting for an insurance policy.”

    Added Azazul Haque and Garima Khandelwal, CCOs at Mullen Lintas: “The campaign revolves around the simple idea that we ask too many questions when it comes to health related issues or while buying a vehicle, but while getting insurance for the same, we don’t ask relevant questions. The idea is to push the consumers to ask the right questions regarding insurance as HDFC ERGO has the right answers. In the creative execution, we wanted the same quirky brand tonality and with the idea of showcasing Nawazuddin in characters we have never seen before. So he is seen in a double role again, and Piyush Mishra makes a surprise entry in the campaign. The famous duo of Nawazuddin and Piyush Mishra is coming together on screen after a long time. So bringing them together makes the campaign clutter breaking and extremely memorable.”

     

     

  • Casts KJo and Twinkle Khanna – the first time the pair to be seen onscreen

    Mullen Lintas films for Tata Cliq’s summer campaign

    By Our Staff

     

    Tata Cliq, the Tata group’s premium products e-commerce offering, has launches a multi-film campaign to promote its offerings in home appliances and fashion categories. Conceived by Mullen Lintas Mumbai, the integrated campaign features celebrities Karan Johar and Twinkle Khanna.

    Said Kishore Mardikar, Chief Marketing Officer, Tata Cliq: “Using a never-seen-before pair of Karan and Twinkle provided a clear differentiation for the brand. The witty banter between the duo will surely keep the audience engaged and entertained.”

    Added Garima Khandelwal and Azazul Haque, Chief Creative Officers, Mullen Lintas: “In the Cliq summer campaign, we see a celebrity pair that stands out from the usual couple chemistry we see in advertising. Having BFF’s roasting each other, the brand gets scale and flavour to stand out from the competition. Keeping 15 secs as a format a snackable content with banter between the endorsers, we borrowed from their real-life chemistry and made the category the third character in their conversation. The intent is to “Cliq” with the TG the brand is targeting, by standing out with this tonality, pushed to make it savage and in turn make Cliq an upgrade story, the urgency to get with it. The communication has a distinct look and language, we in fact brought the hyper-real sitcom vibe to the communication and we are very excited with the chatter about all these elements that make the campaign.”

     

     

  • Releases its maiden campaign

    Mullen Lintas wins mandate for Nature’s Essence

    By Our Staff

     

    Mullen Lintas has won the creative mandate for Nature’s Essence, a skincare and haircare brand backed by Samara Capital. The new campaign is part of the revamped brand strategy, crafted by Futurebrands.

     

    Said Amit Chopra, CEO – Esme Consumer: “For more than 20 years, Nature’s essence has helped women discover their real beauty through its range of Facial Kits, Gels, Creams and Face washes.  Our first campaign, “Hello Beautiful”, encourages every woman to discover their inner beauty by embracing the best that nature and technology has to offer.”

     

    Added Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas: “Nature’s Essence’s range of beauty products for everyday skincare make you meet your new beautiful skin, as though you meet yourself for the first time. We won the business with the strategy of making beauty a conversation with self, talking to the new confident audience that is not seeking or cares for external validation or admiration for her newfound beauty, but making herself her biggest fan and admirer.”

  • To further strengthen brand among consumers

    Dulux Paints rolls out new ad film

    By Our Staff

     

    AkzoNobel, maker of Dulux Paints in India, rolled out a new ad campaign for Dulux Assurance conceptualised by Mullen Lintas.

    Said Rajiv Rajgopal, Managing Director, AkzoNobel India: “An expert’s promise acts as a benchmark on reassuring consumer about the brand’s commitment towards quality. As pioneering experts in the paint industry, we’re making a promise like no other. With the launch of Dulux Assurance™, we’re committed to delivering on the high expectations of our customers assuring perfect colour, finish and coverage.”

    Added Azazul Haque, CCO, Mullen Lintas: “The concept behind the TVC was to make the concept of Dulux Assurance™ relatable by showcasing various facets of life that all of us have encountered and how an expert infuses confidence in such scenarios.”

     

     

  • The agency: Mullen Lintas Mumbai

    Bajaj Almond Drops gets new ad

    By A Correspondent

     

    Bajaj Almond Drops, the biggest brand in Bajaj Consumer Care Limited’s haircare portfolio, has launched a campaign featuring Parineeti Chopra. The agency: Mullen Lintas Mumbai.

     

    Commenting on the campaign, Jaideep Nandi, CEO, Bajaj Consumer Care Limited, said: “Bajaj Almond Drops has always believed in bringing improved consumer experiences with evolving consumer needs. With changing lifestyle , beauty aspirations and environmental changes, need for better nourishment of hair has been growing, which we have addressed by doubling the content of Vitamin E in our product, making it 6 times more than an unbranded hair oil . The New Almond Drops Hair Oil helps reduce hair fall by upto 80%, enabling women to experiment with new hairstyles daily.”

     

    Talking about the campaign, Azazul Haque, CCO, Mullen Lintas, added: “The benefit of 6X Vitamins and reduction of hair fall had to be delivered with a lifestyle insight. Also, the brand wanted to connect with the younger generation as well. So, the idea of a new hairstyle every day that leads to hair fall looked contextual, relevant, and creatively interesting. So that consumers get to see the benefits of 6X Vitamins in Bajaj Almond Drop Hair Oil in a way that’s relevant to their lifestyle context.”

     

     

  • It is conceptualised by Mullen Lintas

    Saffola’s new TVC

    By A Correspondent

     

    Saffola, Marico Limited brand, has launched a campaign that seeks to drive home the need for proactive, everyday heart care. It is conceptualised by Mullen Lintas

     

    Commenting on the campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Saffola has always been committed to raising awareness about heart health as well as steps to proactively take care of our heart. Through this new campaign, Saffola aims to drive awareness of the impact of stress on our heart and the need to take proactive care. The new TVC also portrays an interesting shift in the dynamics of the modern Indian household and shows the husband taking care of the wife’s heart and overall health. The campaign lucidly conveys an important message that while we take our busy and stressful lifestyles in our stride and cannot do much to change it, it could be putting tremendous pressure on our heart and therefore proactive care is a necessary step.”

     

    Added Azazul Haque and Garima Khandelwal, Chief Creative Officers, Mullen Lintas: “As a brand Saffola has been synonymous with heart health since its very inception, but the core task was to drive proactive care of the heart in line with the brand endeavor and by showing a context that viewers can identify with. We wanted to take a more progressive stance and tell our story through a gender role reversal, as heart health is universal so we built the narrative around women’s heart health, but relatable and extendable to all. Hence, the story of a husband concerned about his wife’s heart health as her work involves everyday stress seemed sweet, emotive, progressive and relatable and emotionally compelling.”

     

     

  • #LoopMeinKhao is the credo

    Mullen Lintas spins a loop for Too Yumm

    By A Correspondent

     

    Too Yumm Karare, the snack brand by Guiltfree Industries, has launched a new campaign with Virat Kohli, the brand’s ambassador, at the centre. Mullen Lintas Mumbai has treated Too Yumm’s old ads and repurposed them into an entirely different-looking new film.

     

    Commenting on the campaign, Rajeev Khandelwal, CEO – RPSG FMCG, said: “With Too Yumm Karare – we wanted to deliver a creative which despite the limitations of shooting in a shutdown would be clutter breaking. Mullen Lintas and team came out with a creative approach and have delivered a commercial which has a fresh ring to it. I am hopeful that it will resonate well with our young millennial consumer.” (RPSG = RP Sanjiv Goenka Group)

     

    Added Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas: “Snacking as a category is about binging and ‘loop’ as a keyword connotes that in sync with the many things we do in a loop, in the way we even consume entertainment. Using the face of the brand with existing assets but using the footage on a loop gave us a creative hook to package the campaign building taste as the undeniable key take out.”

     

     

  • The message will be amplified via INS-affiliated newspapers

    Mullen Lintas and Indian Newspaper Society create campaign ‘Rupaiyyah Hai Pahiya’ to jumpstart economic activity

    By A Correspondent

     

    Given the ongoing downturn in the economy, Mullen Lintas has launched a campaign with the Indian Newspaper Society (INS), to “encourage consumers to start spending and to create liquidity in the market, and help boost the country’s economy”. The message will be amplified via INS-affiliated newspapers.

     

    Commenting on the initiative, Amer Jaleel, Group CCO & Chairman, MullenLowe Lintas Group said: “There’s a training inside Lintas to think scale and to think mass. We involve ourselves with brands yes, with marketing yes, but beyond that our embrace is towards our culture and our economy. Lintas cannot ignore what’s happening to demand and to consumerism as a fallout of the Covid Lockdown. Too much of our work depends on consumer sentiment and to reigniting consumer sentiment becomes not just necessary to our work and survival but it’s a calling, it’s a duty. Very early we recognised that this turn of the cycle will not revive on its own and the wheel of the country’s economy will need everyone to push. Spending with confidence is probably the only people-linked initiative that can bring about this momentum, and so we stuck our shoulder to the task and hope that the country gives it a heave too.”

     

    IPG Mediabrands forged this collaboration with Indian Newspaper Society to provide the necessary reach. Added Shashi Sinha, CEO, IPG Mediabrands: “This pandemic has proved that if we can survive together, we can revive together. It is this collective that can help in crafting the ‘India Revival’ story. The series of unlockdowns announced by the government via print media is playing its part to spread the word. Consumers are closely linked to print media and the campaign message amplification is best suited for a message such as this. The campaign by Mullen Lintas, with a massive reach supported by INS, is a call to spend in order to save.”

     

    Said Shailesh Gupta, President, Indian Newspaper Society: “Newspapers are the lifeline of the people and have been responsible to bring about national upheavals. Even though a lot of people migrated to online versions, the readership remained like a rock. It plays a strong connection with the people joining them with the mainstream and bringing them upto speed. A reach such as this can be harnessed for a national initiative like Rupaiyyah Hai Pahiya and help to turn the wheels of the economy. INS proudly supports this campaign.”

     

    Speaking about the idea for the campaign, Azazul Haque and Garima Khandelwal, Chief Creative Officers, Mullen Lintas added: “We’re happy and proud to have been able to do this campaign for the Nation. Since consumer confidence and discretionary spending is down, our attempt has been to humbly nudge the consumer to not hold back and that Every Rupee Spent is a Rupee Earned for the Nation. That’s how the idea “Rupaiah Hai Pahiya’ was born to encourage consumers to keep the wheels of the economy turning.”