Tag: Bobby Pawar

  • Paritosh Srivastava promoted to COO Publicis Ambience

    Paritosh Srivastava
    Nakul Chopra

    By A Correspondent

     

    Publicis has announced the promotion of Paritosh Srivastava to Chief Operating Officer for Publicis Ambience. Paritosh will continue to report to Nakul Chopra, CEO South Asia and will join the Management Board for Publicis Worldwide in India.

     

    Making this announcement Nakul Chopra commented, “This is a well-deserved promotion. For over three years now Paritosh has led Publicis Ambience admirably. The improvement in talent and quality has been remarkable – the growth has been outstanding. With further empowerment in his new role – I have no doubt he will take Publicis Ambience to new heights.”

     

    Bobby Pawar
    Partha Sinha

    Bobby Pawar and Partha Sinha in a joint statement said, “In Paritosh, we have a champion of great work. He is ready to push boundaries and rally around great work both internally and externally. This, coupled with his energy and charm makes him a great leader. We are delighted that he is getting bigger responsibilities and being entrusted with furthering the Publicis agenda in India.”

     

  • Schmitten out to make its mark in the premium chocolate category

    By A Correspondent

     

    Publicis has unveiled a new campaign for chocolate brand Schmitten. The chocolate category is growing rapidly and there are a lot of international brands that are also entering the Indian Market. There is a growing appetite for premium chocolates in the country and the most critical challenge was to find a unique space for the chocolate brand apart from just creating awareness.

     

    The campaign has been developed on the insight that young people are very comfortable with the sentiment that what’s theirs is theirs. In this TVC, Priyanka Chopra gives voice to that thought. And she makes it evident by bringing an element of whacky, youthy coolness to that argument. She is an elite girl whose possessiveness finds an infectious voice in a song, while she dodges her Schmitten from the greedy one who follows her wherever she goes.

     

    Jayesh Desai – Group Chairman, Rajhans, said, “Schmitten is the third largest chocolate project in India. We have launched a premium quality Swiss chocolate and are geared up to build a brand that will spell class. In a bid to come up as a premium chocolate brand amid the prevailing knife-edge competitions, we’ve never left any stone unturned. And thanks to Publicis for setting ourselves apart with their all the more creative output that will almost certainly go the distance.”

     

    Bobby Pawar – Director and Chief Creative Officer, South Asia, Publicis said, “The category we are trying to break into is about sinful and naughty chocolates. What India is used to is the kind of chocolates that will replace sweets. But there is more to it than that.”

     

  • Joy Mohanty assumes NCD post at Publicis

    By A Correspondent

     

    Joy Mohanty

    Publicis Capital has announced the elevation of Joy Mohanty as the National Creative Director. Joy will continue to be based in Delhi and will report to Bobby Pawar- Chief Creative Officer, Publicis South Asia.

     

    Commenting on Joy’s elevation, Bobby Pawar said, “In the time that I have worked with Joy, I’ve found him making great ads and also finding brilliant solutions to our clients’ problems. He is also a really good leader. His elevation is recognition of the role he has played in improving our output in the past year and the role he will play in helping us raise our game even more.”

     

    Hemant Misra, Chief Executive Officer Publicis Capital stated, “Joy is an ideal partner – cool & collected, ever smiling, assertive and brilliant. He has the ability to attract talent and harness simple yet great ideas. His Kitna Deti Hai campaign for Maruti Suzuki is an appropriate example of this.”

     

    Joy Mohanty has been with Publicis Capital for over 9 years. In a career spanning 21 years he has done time at FCB Ulka, Bates Clarion, Leo Burnett and Contract.

     

  • Sequel to the Beer Shampoo man takes off

    Taking its Beer Shampoo proposition further, Publicis has unveiled a new TVC for the brand. The thought process that was followed for Beer shampoo was that while every man is entitled to buy his own manly Beer Shampoo for his own hair, there was a practical barrier. In most cases, the lady of the house reserves the first right to the shopping cart. Hence, it was critical for the brand to encourage the lady of the house to buy into Beer Shampoo.

     

    The communication was developed as a tool to warm up the lady to the needs of her man. It seeks to make the shampoo as essential to her own happiness as it is to her man’s. The communication achieves this by igniting the emotional trigger of every woman wanting her man to be manly, particularly in romantic situations.

     

    Commenting on the new TVC, Raja Chakraborty Head Marketing – J K Helene Curtis Limited said, “The recent Park Avenue Beer Shampoo creative has been conceptualised to generate more trials for the product among those who are aware but having some apprehension or the other to use it. We are sure this creative will put those apprehensions aside and get more trial into the product”.

     

    Bobby Pawar

    Bobby Pawar, Director – Chief Creative Officer – South Asia at Publicis Worldwide said, “This is Beer Shampoo Part Do – the sequel. It stars the epitome of manly man-ness, the peak of the pinnacle of male perkiness; Rockland Steel. He became quite a hit with the people in his debut. In this go-around we see the softer side of the man, as he waxes eloquent about what man hair feels like with his own style of poetry, which admittedly veers more towards cheesy than Shakesparean (I doubt if he can spell Shakesparean). Armed with a pan flute that magically transports you from place to place, he drops hair wisdom that is as golden as, well, his outfit.”

     

  • Starry night for creatives

     

    By Shobhana Nair

     

    Okay, so the chief host was missing. So deep is his commitment to projects he takes on, that R Balki, Chief Creative Officer and Chairman, Lowe Lintas and Partners stayed away from the starry Portfolio Night that his agency was hosting this year.

     

    Portfolio Night is a global event where, as the event’s website notes, aspiring young advertising copywriters, art directors and designers meet with several renowned advertising creative directors in a fast-paced evening of advice, networking and recruitment. “While the evening has been jokingly called “speed-dating for creatives”, it’s really much more than that. In the eleven years since its inception, Portfolio Night has grown to a global event, reaching creative hubs in every continent in an evening where the best of the present meets the best of the years to come.”

     

    In its 12th year, Portfolio Night brings together thousands of young minds on a single night at various top cities across the world. This year, Portfolio Night 12 was held in Mumbai’s Four Seasons Hotel, and Lowe Lintas was the host. Last year, Portfolio Night 11 was hosted in Mumbai and Delhi. While the Mumbai edition was hosted JWT, Leo Burnett got the act together in the capital. This year’s edition saw 13000 participants in what’s often also dubbed as one the world’s biggest “Job Mela”. The work is reviewed on the basis of geniality, creativity and execution.

     

    Apart from the obvious nervous energy in the crowd, the host had put together a fun video on the star judges and their predictable reactions after hearing a creative idea which evoked a great amount of laughter from the audience. Bobby Pawar, Chief Creative Officer, Publicis reacted to the video on him by saying, “I loved it. It’s hilarious and they had a great material to play with.”

     

    Talking about the quality of work expected at the Portfolio Night, advertising veteran and Executive Chairman and Creative Director South Asia, Ogilvy & Mather Piyush Pandey said, “It’s not about wrong. It’s about picking up little nuggets and encouraging them.” Amer Jaleel, National Creative Director, Lowe Lintas and Partners, who’s also the host, was seen in despair and wished he had this kind of platform when he had started out. “These 15 minutes are a big deal and it’s not about advertising but about an experience.”

     

    K S Chakravarty (Chax), National Creative Director, FCB Ulka, known as Chax was however not very lucky as the participants who he met were clueless about advertising in the first place. He explains, “You meet all kinds of people. It’s always luck of draw. Out of this entire lot, the chances are that only 5 participants will be really good and not necessary that I meet the brighter lot.”

     

    Arun Iyer, National Creative Director, Lowe Lintas and Partners shares that the team did miss R.Balki who was at that moment shooting for his movie but kept a close track on what’s happening. He further added, “It’s a fun evening. Of course, a responsibility but not a burden. Portfolio Night is a great platform for everyone and its getting evolved over the years.”

     

    “I feel like a celebrity,” exclaimed Deepanjali Singh, after being announced as All Star Nominee. Deepanjali was among those 75 participants who got a lifetime’s opportunity to present their portfolio in front of the biggies of the business.

     

    Bengaluru-based Mayank Bhayana was adjudged Portfolio Night – All Star from India. “I am still soaking in the news. It’s a terrific feeling indeed,” he said, adding: “And let’s not call it an award. It’s rather recognition that I can do a lot better than that.” The winner of Portfolio Night gets a chance to fly down to New York to take part in a week-long creative challenge on a specific brief.

     

    Hmmmm.

     

  • Kansai Nerolac unveils HD paints concept

    By A Correspondent

     

    Kansai Nerolac Paints Ltd has introduced a first-of-its-kind High Definition (HD) paint technology. Nerolac Impressions is the first range of premium interior emulsions in India that comes with a ‘High Definition’ color technology.

     

    To showcase the new product and its value proposition, Kansai Nerolac has unveiled the campaign comprising of a TVC and digital campaign. With this campaign, Nerolac reinvents its positioning through a new creative punch-line: “Jab Nerolac Impressions ka HD Paint lagega, toh ghar ke saath aapka bhi Impression badhega!”

     

    Enhanced with Micro-Embedded Brightness Boosters (MEBB’s), Nerolac’s Impressions range of interior emulsions offers a sharper look and superior finish. This technology makes the color of walls look brighter, richer and cleaner than other standard emulsions.

     

    “High Definition has become synonymous with our lifestyle today. Based on this insight, we aim to extend this technology to homes as well through HD Paints. Having launched several innovative products under the Impressions brand in the past we hope to provide customers with a larger than life experience and take our offerings to the next level,” said Anuj Jain, Director (Decorative), Kansai Nerolac Paints Ltd.

     

    Bobby Pawar

    Bobby Pawar – Director – Chief Creative Officer, South Asia at Publicis Worldwide said, “We wanted to change the conversation that the category leader was having, and we had a product that could do that. So for Nerolac Impressions HD paint we shifted the conversation from emotions and the effect of the color on relationships to the impact a great paint can have on the perceived value of your home and you. A great way to do it was a side-by-side perception demo.”

     

    The entire campaign is based on the insight of ‘how one’s home is an extension of one’s lifestyle and personality’. To reinforce this message, the TVC features brand ambassador Shah Rukh Khan, highlighting the difference between Nerolac Impressions HD Paint and Standard Definition Paint. It uses the humour element to subtly showcase how individuals living in HD Homes vis-a-vis standard definition homes are perceived. These HD paints replicate the color quality difference one would observe between a standard definition TV and a HD TV.

     

    Conceptualized and executed by Publicis Ambience, the film is also dubbed in Hindi and other regional languages and is currently being aired across all national channels.

     

  • Fabindia awards creative mandate to Publicis

    By a correspondent

     

    Fabindia has awarded its creative business to Publicis after a multi-agency pitch. The business will be handled out of Publicis Delhi office.

     

    Speaking on the development, Subrata Dutta, CEO Fab India commented, “Fabindia is an iconic lifestyle brand that celebrates India and we want to leverage its inherent strengths. In Publicis, we have found the right partners to do this. We are looking forward to their contribution on our brand.”

     

    Partha Sinha and Bobby Pawar, Directors at Publicis South Asia, in their joint statement said, “Fabindia is the definitive Indian brand. To reinterpret a brand’s strength is once in a life time opportunity and we are looking forward to working on it. Our objective will be to engage the audience in a fresh, surprising and rewarding manner.”

     

    Nakul Chopra, CEO-South Asia, Publicis added, “Fabindia have indeed been a definitive benchmark in their market. At Publicis, we have a history of setting standards in the lifestyle and retail space. We are very proud to be associated with Fabindia and together we hope to create path breaking work.”

     

  • Publicis bags Ambuja Cement creative mandate

    By a correspondent

     

    Ambuja Cement has announced that they have entrusted the creative duties for brand Ambuja to Publicis.

     

    Vivek Deshpande- Head Branding, Ambuja Cements said, “We have very ambitious plans for our brand – we wanted an agency who would partner us at every step of the way forward. In Publicis we found both the strategic and creative quality that gives us confidence. We look forward to this partnership.”

     

    Nakul Chopra

    Nakul Chopra, CEO Publicis South Asia added, “Ambuja is an iconic brand; we feel privileged to partner them in taking their brand to the next level. That this opportunity will allow for media neutral ideas which could straddle traditional and non-traditional media – makes it even more exciting.”

     

     

     

    Partha Sinha
    Bobby Pawar

    In a joint statement, Partha Sinha and Bobby Pawar, Directors Publicis South Asia said, “We are delighted with this opportunity – we have some ambitious ideas for the brand and are currently in the middle of executing them. It’s a fantastic brand team to work with and we are confident of delivering big on this brand.”

     

  • More khushi when there’s gham

     

    By Shobhana Nair

     

    Advertising and marketing have always been in a happy state in India. It’s an emotion that combines joy and delight of consumers, thereby creating a happy environment for consumption.

     

    Lloyd Mathias

    Before going for a macho refrain, soft drink Thums Up had embraced its tagline of ‘Happy days are here again’ nearly four decades back. In fact as one brand manager told us, it’s an evergreen emotion and always works magic for a brand. “Happiness is a very positive emotion with most brands wanting to build messages around it as it is a primary emotion,” says Lloyd Mathias, director Green Bean Ventures who was head of marketing at Tata Docomo, Motorala and Pepsico India.

     

    Indeed it is. From Thums Up to Domino’s Pizza with Khushiyon ki Home Delivery and from Khushiyon ki Planning at Max Life Insurance to Khushiyon ki Chaabi for Tata Nano and Khushiyon ka Khazana wali Maggi for Maggi, it’s khushi-ness all over. In fact the same line – Khushiyon ki Diwali – was used in the ads of brands Airtel and Asus.

     

    The recent Coca-Cola campaign with Deepika Padukone and Farhan Akhtar talks about the little moments of happiness. The entire sequence of missing the bus, chasing it and boarding it. “It makes a lot of sense to be associated with a positive emotion. Products like beverages and food are consumed by people in a positive frame of mind,” reasons Mr Mathias. “Another commercial by Nestle about a family adopting a girl child and how the boy makes up with her over food is a good campaign. There’s a lot of joy in the food category.”

     

    K V Sridhar

    Khushi, when there’s Gham: Although happiness is an emotion that has been used by marketers for decades, in times of a slowdown and a liquidity crunch, it’s often the possible solution to keep buyers happy. Says K V ‘Pops’ Sridhar, Chief Creative Officer India subcontinent, Leo Burnett: “When society is depressed, it needs something which is optimistic or makes people happy. Unemployment, corruption, politicians, etc add to this state. Therefore, brands are showing optimism and presenting a picture that not everything is going wrong. Today, it has become important for big brands to not talk about the values their brands have, but the values that the brands will bring.”

     

    Santosh Padhi

    According to Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot, happiness is an emotion that’s employed by most brands. “If I want to sell something, I would rather do it in a positive way. In general, brands talk positive unless it is a category like insurance where you need to make your point in a negative way where it gets hammered and more understood. Otherwise, life is all about positivity. Happiness is one part of it; humour is another. And then there is hope and simply being positive.”

     

    Happiness is of course not a phenomenon that works only in India. It’s a global sentiment. Adds Mr Padhi: “In China, Pepsi released a big campaign on Happiness. There’s a man who’s offering happiness to people who are in need like education, shelter, umbrella, spectacles. Pepsi is running it for the past 20 years in China. So when Coke came a few years back with ‘Open Happiness’ as part of a global mandate, Pepsi China didn’t stop. In a huge market like China, two competitors are ‘doing’ happiness.”

     

    The Coca-Cola brand launched the campaign internationally in 2009 – around the time of the slowdown – and the ongoing  Deepika-Akhtar commercial is a part of the five-year-old activity.

     

    Bobby Pawar

    Over-used concept: Says Bobby Pawar, Director and Chief Creative Officer, South Asia, Publicis Worldwide: “I think in tough times, brands want to hold out people to heart. Happiness has a gravitational point for that. But it is such a broad concept unless you try to find true meaning in it. ”

     

    Mr Pawar believes not all advertisers are doing it right. “Happiness as a term is getting over-used. Coke has nailed it internationally. They do create happiness with their world machines,. Only Coke has got it right. Rest of them are like whatever.”

     

    Anand Halve, brand consultant and a veteran ad professional and Co-Founder, Chlorophyll adds on to Pawar’s sentiment:  “Not only happiness, all emotions are being over-used. Brands have started to use this term that aapki zindagi badal jaayegi. Just look at the number of brands that use the word ‘life’. Brands should aim to do beyond just the functional thing. You have to be careful about not going overboard and sounding incredible.

     

    “Coke is doing really well through Coke Studio. Music makes people happy and that to me is genuine happiness. Just hanging a line at the end of an ad doesn’t mean anything… agar mujhe khush karna hai toh, take me out for dinner…don’t just send a voucher,” says Mr Halve.

     

    But Mr Mathias believes, happiness is here to stay. “It can never go out of style. It is a very basic emotion and in a typical day one has a lot of happy moments. It is very logical for brands to show people in a happy frame of mind especially categories like beverages or food which are driven by this. It is an important emotion to build your brand on.”

     

  • 2013: Year of Shame (Part 1)

     

    If the adspend numbers that have been published by leading media agencies are to believed, India didn’t do all that badly in the media and entertainment sector in 2013.

     

    Loads of milestones: 175 years of The Times of India, 90 years of Hindustan Times, 25 years of NDTV, 5 years of Colors… the list could go on.

     

    There were some other interesting, or shall we say heartening, developments. Various constituents of broadcast got to blows many times over but settled down eventually. Indians continued their march to adopt global or regional roles. Entertainment television saw a new superstar in Kapil Sharma, the fast-talking funnyman.

     

    However, Twenty-thirteen has been a year that would be best remembered for the wrong reasons. And that’s why we’ve called it the Year of Shame.

     

    In the first of our year-end reviews, we bring you our overall view of the year that’s going to down shutter soon. Presenting: The Year of Shame – Part 1

     

    All love lost:

    The three key industry components of the broadcast sector fought as if there’s no tomorrow. And there’s no doubting the fact that they need to co-exist in the often-adverse business conditions. Digitization and the adding on of LC1 markets for TV viewership measured led to mayhem. Numbers of some channels zoomed up and many others dropped. Then there was a debate on the way billings were done by ad agencies.

     

    Later, there was a standoff on TAM with the broadcasters’ body ending their subscriptions to the measurement company. In retaliation for taking what they termed was a unilateral decision, many advertisers and their agencies adopted a tough stand and pulled out their advertising from channels who ended their TAM subscription. All in all, an avoidable fight.

     

    The Shabby Abbies

    The Creative Abby organised by the Advertising Club saw crises that threatens its very existence. At first the issue was the non-participation by Ogilvy. NCD Abhijit Avasthi told us that the Abby didn’t energise his team.

     

    But even as the industry reconciled itself to an awards minus Ogilvy and Lowe (“the show must go on” was the refrain), a huge scam surfaced one of the biggest players in adland. A JWT creative for Ford was entered for the Abby with due clearance from Ford. The ad brought embarassment to Ford globally which could’ve cause problems for a billion-plus-dollar contract between the auto giant, and WPP, JWT’s holding company.

     

    JWT chief creative officer Bobby Pawar quit owning up for someone in his team who he didn’t know and so did a senior Ford marketing manager. The auto firm didn’t name the executive though some publications put out his name. We felt that Bobby Pawar and the Ford marketing manager shouldn’t have been the only ones to lose their jobs. JWT CEO Colvyn Harris should’ve stepped down too, but that didn’t happen.

     

    Later, the Abby got into crazier controversies. A Leo Burnett ad for Tata Chemicals was found to have been entered without client approvals. It required some activisty zeal for Tata Chemicals to be made aware of the issue and Leo Burnett pulling out its awardwinning entry. There was also a controversy over ads found to have striking similarities with international ads. A superjury was formed to look into plagiarism charges. The superjury in its wisdom chose to not change any of the winnings. While there is calm before the storm, a statement from Mr Avasthi last week that Ogilvy will participate only if the changes it demanded are effected left one wondering whether Abby 2014 will see the normally-in-black Ogilvy creatives in attendance. Also, other than Lowe and Ogilvy, could there be others who may want to opt out?

     

    On Thursday (Dec 26):

    Concluding Part of Year of Shame::

    Radio – waiting for Phase 3 and news:

    Journalism – Charu Deshpande, Hindu… and more

     

  • Publicis launches 360-deg campaign for Park Avenue beer shampoo

    By A Correspondent

     

    J K Helene Curtis Ltd has launched an advertising campaign for its Park Avenue Beer Shampoo Adding a twist of beer into the modern man’s life, the campaign focuses on the need of personalized hair care for men, notes a communiqué.

     

    Created by Publicis South Asia, the communication reveals that men’s hair is different from that of women, and needs specialized care to keep it shiny and bouncy.

     

     

    Said Anil Kulkarni, Director, J K Helene Curtis Limited: , said, “In our research, we have found that men do not invest in personal hair care products and instead use female shampoos. With Park Avenue Beer Shampoo, we wanted to give the man a shampoo created specifically to meet his hair care needs and it’s time to revel in the glory of making men conscious about personal grooming.”

     

    Bobby Pawar

    Commenting on the concept, Bobby Pawar, Director, Chief Creative Officer, Publicis South Asia, says “For years we’ve sold the feminine idea of hair care. Our idea was to create a male counter-point to that, one that puts a beery twist onto typical hair-care communication. We tried to capture the same as an outcry ‘Cheers to man hair’.”

     

    Credits:

    Creative agency: Publicis South Asia

    Creative team: Bobby Pawar, Zarwan Divecha

    Account Management team: Chandan Jha, Dharal Goshalia

    Production House: Fleet Entertainment

    Director: Kay Kienzler

    Producer: Jignesh Maru

     

  • Anil Thakraney: And, Bobby Pawar is back.

    By Anil Thakraney

     

    Good for Bobby Pawar. The Ford scandal during his last job at JWT doesn’t seem to have dented his reputation one bit. He’s now been lapped up by Publicis, and life goes on as usual. Hopefully this time around, Pawar will set up tight controls within his agency to monitor ads created solely to win awards.

     

    Incidentally, right after the Ford howler, I had a drink with a few ad pals, and as it often happens, we ended up talking shop. Everyone unanimously agreed that Pawar will be back in action, very soon, at another large agency. No, this wasn’t the consensus because the man is talented (which he must be), but because we all felt this is what happens in India, somehow the powerful people manage to survive scandals. Look at politics, for example. Despite a series of scams, the tainted leaders remain untouched. And the few who do get sacked, find their way back into the power corridors in good time. India is a forgiving nation. So that explains it.

     

    The negative outcome of this situation, of course, is that it encourages rubbish behaviour. In the advertising context, Pawar’s return sends out a strong signal to the rest of the ad world: Take your chances, buggers. Keep encouraging scam ads, you will be rewarded. And if you do get caught with your pants down, chillax for a while, take the much-delayed holiday to that exotic location. Sooner or later you will find yourself back in the saddle.

     

    Before I wrap up, two quick points on Bobby Pawar: I don’t know the man at all, have never worked with him, haven’t even had the opportunity to say hello to him. So I have no personal grouse with him, it could have been any other creative director in his place. It is also quite possible that he had no knowledge of the controversial Ford ads created by his juniors, and therefore wasn’t personally responsible for them. Perhaps Pawar’s a great guy, and good luck to him on his new assignment.

     

    My only little problem: That it will be business as usual in the Indian ad world. Like nothing ever happened. Sad.

     

    ***

     

    PS: My shortlist for the next season of Bigg Boss. Feel free to add your recommendation: S Sreesanth, Gurunath Meiyappan, Pavan Bansal, Phaneesh Murthy, Chandresh (Jupiter) Jain, Ankeet Chavan, Mrs Ankeet Chavan, Ajit Chandela, Suresh Kalmadi, Niira Radia, A Raja, Sudipta Sen, Abhijit Mukherji, Vindoo Dara Singh, Kshitij Thakur, N Srinivasan, Varun Gandhi, Justice Katju.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney