Baaash Digital has bagged the digital marketing and social media mandate of Pepsodent. The account was won following a multi-agency pitch.
On appointing Creativeland Asia, Swati Sharma, Senior Brand Manager Pepsodent, India said: “We are delighted to have Baaash as our digital creative partner and look forward to doing some great work on the brand together.â€
Commenting on the win, Ankush Sohoni, Chief Operating Officer, Baaash Digital said: “The oral care segment in India has witnessed significant disruption in the last couple of years. Being a highly lucrative and competitive market, it is imperative to stay ahead of the dynamic behaviours of the consumer and raise the bar on engagement. We are excited to partner with the Pepsodent team in India and look forward to creating some memorable campaigns for the brand.â€
It saddens us to record the exit of one more seasoned hand from A&M journalism. A few months back, Exchange4media.com Associate Editor Priyanka Mehra had transitioned out of the group’s flagship publication to take charge of Pitch. But soon after that, she announced her decision to move out of the journalism, though continue as a writer and editor.
Earlier this month, Mehra joined Creativeland Asia as Editor-in-chief – Content Marketing. Her appointment strengthens CLA’s digital and content practicein Baaash Digital.
Rana Barua
On the appointment, Rana Barua, Chief Executive Officer, Creativeland Asia Group said:”We believe content is media-neutral and that’s what is required to build Creativeland Asia Group as a ‘go-to destination’ for brands to optimise and develop content, which is a natural ï¬t for the media platform it is to be showcased on. The traditional digital agency ecosystem is too fragmented to handle these requirements in an organised way currently.”
On her new role, Mehra said:”Creativeland Asia has been a disruptor in the communications space, and is a very interesting ecosystem to be a part of. Content Marketing is an exciting area to me as a professional, and one which Creativeland Asia not only believes in but also backs with investment in terms of expertise and resources.â€
Mehra will work closely with the team of Baaash Digital, which has an in-house ecosystem of content creators. film-makers, line producers, music composers, writers, information architects, creative technologists, editors, long and short format writers, UI/UX designers, socialmedia and content strategists, ORM experts among others and a host of content collaborators within India and overseas. Phew! And now they have a journalist who excelled in breaking news and building relationships like few others in the fraternity.
Interestingly, Mehra has had experience in content consulting, marketing and brand management before she took on the e4m assignment.
Baaash Digital, the digital communication and content division from the Creativeland Asia Group, has appointed Ankush Sohoni as Chief Operating Officer. In his new role, Sohoni will lead Business Development and Brand Strategy at Baaash Digital.
Rana Barua
On the appointment, Rana Barua, Chief Executive Officer, Creativeland Asia Group said: “Ankush has a proven track record of being an excellent digital and brand strategist. He definitely has the ability to scale the business as well as understand the brand essence, while partnering clients with apt solutions. We are sure that he will be a key member driving the future growth story of Baaash Digital.â€
Ankush Sohoni
Said Sohoni: “Creativeland Asia’s legacy is a cult in the agency universe, something that really attracted me. I’m excited to take it forward in the form of Baaash and further the legacy in the digital culture and communications space.â€
Cinthol has launched a monsoon focused campaign for Cinthol Confidence+, that has been conceptualised by Creativeland Asia and Baaash Digital. The central theme of the campaign is to overcome the fear of falling ill because of germs or getting dirty in the monsoon.
Sunil Kataria, Business Head-India and SAARC, Godrej Consumer Products Limited (GCPL) said, “Monsoon tends to put a brake on our daily lives, particularly sportsmen. The new Cinthol Confidence+ video is a moral boost from a coach to sportsmen and young people to get out in the monsoon without the fear of illness. Cinthol as a brand resonates with pushing your limits to the fullest to live every moment. Cinthol Confidence+ soap also assures 99.9% protection against germs and offers freshness with insta-deo fragrance.â€
Said Anu Joseph, Chief Creative Officer, Creativeland Asia: “Many of us prefer staying indoors during the monsoon, but Cinthol as a brand is all about embracing the awesome outdoors. So, with this campaign for Cinthol Confidence+ soap, we zoom in on the fear that keeps people inside during the monsoon. To do this, we needed a spokesperson, a mouthpiece, a motivational figure who would always push you to step out and play, when everybody else is urging you to remain inside. That’s where the Confidence+ Coach walked in with an inspirational take on going out in the monsoon and attaining the glory that awaits.â€
Ten years after launch independent agency Creativeland Asia, Sajan Raj Kurup has announced Baaash Digital, a digital ready content company that will create, execute and monitor everyday content for brands, and will cater to every communication need of brands from Branded content, Brand/Product Stories, Experiential Engagements, AR, VR, Blogs to Content development for platforms, Usability Engineering, UX and Content delivery ecosystems etc.
Commenting on the launch, Kurup (Founder and Creative Chairman, Creativeland Asia) said: “At Creativeland, we have always challenged status quo and disrupted the market with our thinking. Right now, I truly believe there is a change required in the content ecosystem.Ten years ago, we created a new ecosystem that pushed the bar for brand communications and advertising content in this market. Now, we want to create a new ecosystem for every day content that brands need. A decade ago, brands still relied purely on advertising content. Today, brands need to go beyond traditional advertising content to engage with consumers on a daily basis.
With Baaash, we want to disrupt the traditional digital ecosystem. There has been a flurry of digital and social media shops after the advent of digital agency ecosystem. This eco-system today is fragmented with digital agencies, social media shops, various types of independent content creators, digital media outfits, ORM, social PR etc. A lot of them who offer ad-hoc cheap social media management which is focussed on functional needs rather than pushing the brand’s creative potential to engage better with consumers.â€
Kurup has got Tejas Ravindranath from within the Creativeland team to lead this venture with a team of 24 people to start with.
