MxMIndia

Tag: DDB Mudra North

  • Brand’s new campaign shows how life’s unexpected googlies can be dealt with by thinking fresh

    Fido Dido is back urging consumers to think fresh

    By A Correspondent

     

    7UP has launched its new brand campaign titled ‘Think fresh’ with Fido Dido, the wriggly-haired mascot, back in the promotions.

     

    Speaking about the new campaign, Nobel Dhingra, Director Flavors (7UP and Mirinda) and Area 3 Countries, PepsiCo India, said: “7UP as a brand has always encouraged consumers to be their cool and optimistic self. The Think Fresh campaign builds on this belief and reiterates that even the most complicated situations in life can be easily dealt with if one adds freshness and optimism into the mix. We are confident the new campaign will encourage consumers to Think Fresh and turn any tricky situation to their advantage.”

     

    Talking about the TVC, Ashutosh Sawhney, Managing Partner & Head, DDB Mudra North and Vishnu Srivatsav, Creative Head, DDB Mudra, added: “VUCA is today’s new normal and it even percolates down to slices of our lives. Consumers across the board have resonated with this reality. 7UP, with its refreshing flavour attempts to enable its consumers to think fresh, thereby turning their life’s little googlies into advantageous situations. The new campaign illustrates this in the most un-mistakably 7UP way by bringing the iconic Fido Dido back and keeping the brand’s tonality refreshing , just like the great taste of 7UP.”

     

    7UP will also roll out a 360-degree marketing plan post the launch of the TVC which will include outdoor and digital surround.

     

     

  • The campaign attempts to inspire its listeners to look at the brighter side of things

    My FM extends ‘Jiyo Dil Se’ proposition further in latest brand campaign

     

     

    My FM, the radio arm of DB Corp, has launched a new brand campaign with the punchline ‘Chalo Aaj Kuch Achcha Sunte Hai”, which stems from the brand proposition of ‘Jiyo Dil Se’. The idea takes form through a print and outdoor campaign supported by the station jingle. DDB Mudra is the creative agency.

     

    Said Harrish M Bhatia, CEO My FM: “My FM believes that it has larger role to play in people’s life than just entertainment, our attempt is to bring back the unadulterated entertainment, light hearted purposeful listening that radio promises. The current campaign is a huge reflection of that.”

     

    Commenting on the launch of the new campaign, Rohit Mehrotra, Brand Head, My FM, added: “We want to take the brand to the next level. The idea is to position ourselves as a complete “family listening radio station”. Chalo Aaj Kuch Achcha Sunte Hai’, is in sync with the product promise of providing content that’s meaningful, positive and energetic, the attempt is to inspire listeners to look at the brighter side of things.”

     

    Speaking on the campaign, Vandana Das, President & Management Partner, DDB Mudra North said: “My FM is a pioneering radio brand and it needed a campaign that was personal and had a connect with the listeners; a connect which will help evoke a sense of pride and ownership towards the radio station. This campaign does exactly that.”

     

  • The film has been crafted by DDB Mudra North

    Vijender Singh promotes benefits of Power Vita in latest film for Patanjali

    By A Correspondent

     

    Banking on its recent successes, Patanjali has recently launched a new drink in the health food category (HFD) – Power Vita. For this new product, DDB Mudra North, the came up with the tag line- ‘Poore Parivaar Ke Prakritik Poshan Ke Liye’. The agency was tasked to create a distinct identity for the product in the well-established, brown, health drink category.

     

    To reinforce the Indian origin of the product, celebrity boxer and Olympian Vijender Singh was roped in as the brand ambassador.

     

    Commenting on the campaign strategy, Avinash Kumar, CGM- Marketing & Media, Patanjali Ayurved said:”With Patanjali Herbal Power Vita, we intend to provide consumers the ultimate and natural powerhouse of their family’s daily nutrition. Featuring Vijender Singh for the film has been great since he is the face of Indian boxing today and epitomizes hard work and perseverance; the apt quotient for our product.”

     

    Vandana Das

    Added Vandana Das, President & Managing Partner, DDB Mudra North, said: “Patanjali’s Power Vita is a unique health drink that’s aimed at the entire family and not just kids. While the campaigns for other malt based health drinks are focused on the nutritional needs of growing kids, we wanted to create a distinct space for Power Vita. Vijender Singh is a champion sportsman and Olympian, and his image is that of a grounded and dedicated athlete. He fits in naturally with our campaign idea, ‘Poore Parivaar Ke Prakritik Poshan Ke Liye’.”

     

  • The ad campaign has been conceptualised and executed by DDB Mudra North along with The International Union against TB & Lung Disease

    Government of India launches new multimedia campaign ‘#IndiavsTB’

    By A Correspondent

     

    DDB Mudra North has partnered with the Indian government for creating a campaign which would galvanise the nation towards the mission of ending TB. The campaign is titled ‘#IndiavsTB,’ where it calls to the nation to unite against Tuberculosis. The objective of the campaign is to build momentum around the mission of making India TB Free.

     

    Given the stigma around TB, the campaign had to be powerful yet sensitive towards the patients suffering from it. Hence, the face of the campaign is no other than megastar Amitabh Bachchan who not only survived the deadly disease but is also completely cured from TB.

     

    DDB Mudra North partnered with The International Union against TB and Lung Disease to create a 360-degree campaign comprising of TVC, digital, radio and newspaper activations.

     

    Said Kavita Ayyagari, Project Director, Challenge TB – The Union: “The campaign #INDIAVsTB is part of The Call to action for TB Free India and has been made by The International Union against TB and Lung Disease supported by USAID – Challenge TB. DDB Mudra North has come up with a campaign that touches the hearts of people and communicates key messages on symptoms of TB and the challenge of drug resistant TB due to incomplete treatment through MrBachchan. We are grateful to MrBachchan for his wholehearted support to our campaign. Together, we can bring TB out of the closet, talk about it and help make India TB Free.”

     

    Added Sonal Dabral, Chairman and CCO, DDB Mudra Group: “The brief for the campaign was to build communication that can help eradicate TB by 2025. This campaign not only deals with the symptoms of TB and the need for treatment but emphasizes on complete treatment. Large number of TB patients in India drop their treatment without being totally cured of it and this results in MDR TB which is dangerous and often not treatable. They drop it as it’s extremely difficult to manage and the duration is long too.”

     

  • India enjoys a fairly busy festival calendar and we Indians keep track of these festivals with the same amount of zeal

    Dhara celebrates India with latest campaign by DDB Mudra

    By A Correspondent

     

    Festivals are a time when Indians consume a variety of food items.  This is the essence that ‘Tyohaaron ki Dhara’ DVC aims at capturing. The digital video campaign (DVC) opens with a doodle of Dhara that then transforms into a lady blowing a conch. The DVC then frame after frame captures the diversity of India and the celebration each festivity brings along and the love for food.

     

    Speaking about the new initiative, Sanjeev Giri, Business Head – Dhara, Mother Dairy Fruit & Vegetable Pvt. Ltd, said, “Festivals and food bring not just families but the extended household and the entire mohalla together. All of us forget courtesies just to get our share of modak, gujjia, saviya or cakes. And that’s what we at Dhara believe is our nation all about. With this new initiative, we aim to reach out to masses and celebrate with them the festivities of India where our love for food has always been a binding thread.”

     

    To elaborate the campaign idea, Shivil Gupta, Executive Creative Director, DDB Mudra North explains, “Dhara is one of those brands that give a lot of opportunities for creativity to come out at its best. With this campaign, we tried to capture the true spirit of Indian festivals and how the signature delicacies of these festivals bring people together. To build on this insight, we took a simple yet effective route through an animation film. We’re pretty sure that this film will make this festive season even more special.”

     

  • Creates an awareness campaign for WaterAid India and the Government of India

    DDB Mudra Group takes a witty route to promote cleanliness of water

    By A Correspondent

     

    In India and across the world, there is still a significant part of the population which is not able to differentiate between dirty and clean water. In rural India, the villagers still bathe themselves and their cattle, wash clothes and utensils in local water bodies. Often they even defecate on the banks of water bodies, thereby polluting fresh water, which is already on the verge of becoming a scarce resource.

     

    Keeping these ‘long- ignored’ factors in mind, The Government of India and WaterAid India along with DDB Mudra Group created two ad films using slice of life situations to drive home the concept of clean water and create awareness around the same.

     

    The first film showcases a typical North Indian rural household while a cricket game is being broadcast on TV. The villagers, glued to television, keep using use the idiom ‘Gayi Bhains Paani Mein’ (Here goes the buffalo into the water) whenever India misses a score in the game. After a while, an elderly man asks his young son to fetch him a glass of drinking water. The son who was listening to the earlier cribs of the men, brings a glass of muddy water. The shocked father reprimands him, but the youngster cleverly ties the situation using the idiom ‘Gayi Bhains Paani Mein’ and patiently explains, that if time and again buffalos and other catttle get into water, it is bound to dirty, eventually resulting in dirty water.

     

    The second TVC shows three friends talking at a roadside dhaba (food joint) in a rural area. One of them is apparently moving to the city, hence the other two tell him jokingly, that they will miss him and will shed tears in his memory. While saying this they keep splashing water on their faces repeatedly to mime tears and waste an entire jug of clean drinking water during their conversation. After a while, one of them casually asks for another jug of drinking water, the waiter gives them three empty glasses. When they question that, the owner of the dhaba who has been watching them all along seizes the opportunity and calmly educates them on the importance of saving clean drinking water.

     

    Both the TVCs have focused on different and relevant points in a simplistic, yet creative manner. The campaign has extensively been promoted on television and radio.

     

    Quoting on the campaign, Neeraj Jain, Chief Executive, Water Aid India said, “Water is a precious resource and India is one of the most water stressed nations in the world. It is important that this precious resource is conserved and local water sources are not polluted. The PSAs that WaterAid India commissioned from DDB Mudra for use by the Government of India put across these messages in a simple but creative manner. I hope that they are effective in inculcating in all of us the necessity for careful management and conservation of our meagre fresh water resources.”

     

    Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “To work on a campaign for an issue of such critical importance as water conservation was not just exciting but daunting at the same time. We are really happy that by building on some very deep rooted insights about water, we were able to create work that has successfully connected with our audience and made them take a fresh look at this vastly ignored problem.”

     

    Sambit Mohanty, Creative Head, DDB Mudra North added, “We live in a world where water is taken for granted – more so in rural, semi-urban areas where potable water is wasted and water bodies are used in an unhygienic manner. Our ‘Jal Hai Toh Kal Hai’ campaign aims to sensitize people to treat this precious natural resource with more respect and consideration.”

     

  • This campaign also seeks to position Patanjali Atta Noodles as healthier and tastier noodles free from the worry of toxic additives

    DDB crafts new campaign for Patanjali Atta Noodles

    By A Correspondent

     

    DDB Mudra North and Patanjali Ayurveda have launched a fun themed, jingle based TVC led advertising campaign to promote Patanjali Ayurveda’s atta noodles.

     

    With the launch of healthy atta noodles, Patanjali wants to highlight the benefits of atta noodles with tasty masala (natural) and trust of Patanjali Ayurvedic legacy. This campaign also seeks to position Patanjali Atta Noodles as healthier and tastier noodles free from the worry of toxic additives.

     

    Exploring this unique proposition, DDB Mudra North crafted a catchy jingle based ad campaign showcasing the Atta noodles being enjoyed by the entire family, cutting across all age groups and preferences. The catchy jingle ‘Iss noodle mein kya hai?’ brings out the healthy attributes of the product. The ad closes with the punchline ‘Jhatpat Banao, Befikar Khao’ and with the promise of ‘Prakriti ka Aashirwad’ (Goodness of Nature)

     

    The pan-India campaign is led by television followed by radio. The main executional aim of the ad campaign was to capture a musical montage of kids, families, health conscious people enjoying Patanjali Atta Noodles without any worries, eating together and enjoying quality family time.

     

    Rakesh Sharma, VP – Marketing, Patanjali Ayurveda said, “With the burgeoning demand of fast food, we, at Patanjali Ayurveda, saw a clear need to provide a healthy, toxic free product in the noodles category. Patanjali’s promise of providing Healthy Goodness echoes in the launch of the Atta Noodles and we are truly thankful to have the creative driving force of DDB Mudra North for this.”

     

    Sambit Mohanty

    Quoting on the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “When you have Patanjali Atta Noodles you have the assurance of wholesome goodness & health. That’s how we devised a catchy jingle of ‘Is noodle mein kya hai, kya hai!’ – to underline the fact that our Noodles have no harmful additives or anything of that sort.”

     

  • The thought provoking background narrative of the ad draws a close relevance between home cooked food and success of a person, very rightly represented by Sushil Kumar

    DDB Mudra North and Patanjali create a campaign for Patanjali Ghee

    By A Correspondent

     

    Patanjali along with DDB Mudra North has created an engaging campaign featuring for the first time, acclaimed Indian Olympic freestyle wrestler- Sushil Kumar for their key product, Patanjali Ghee.

     

    The TVC has been ideated with an intent to highlight the health attributes of Patanjali Ghee and showcasing the goodness of nature with which the product is made. Starting off with a beautiful thought, ‘Rasoi mein sirf khana hi nahi banta, bante hain sapne’, the ad progresses; visually depicting the importance of Pure Ghee in gaining strength for being successful and becoming a champion. The storyboard has a parallel showcasing of the Sushil Kumar exercising hard towards becoming a champion and his mother, passionately cooking for him in the kitchen.

     

    The thought provoking background narrative of the ad draws a close relevance between home cooked food and success of a person, very rightly represented by Sushil Kumar. The ad signs off with the phrase ‘Champion Banney ki Taakat’

     

    Quoting on the campaign, Rakesh Sharma, VP-Marketing, Patanjali said, “Pure Ghee is an essential component of almost every Indian household. With Patanjali Ghee, we intend to provide an alternate to the consumers who seek purity and worth for their money with the product. Featuring Sushil Kumar for the ad has been great since he is the face of Indian wrestling today and epitomizes hard work and perseverance – an apt quotient for our product. We are glad to partner with DDB Mudra North in our journey to make Patanjali Ghee synonymous to home-made Ghee.”

     

    Sambit Mohanty

    Quoting on the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “Pure Cow’s Desi Ghee is one of Patanjali’s best selling products. We wanted to give it back its rightful place in the kitchen by emphasising its benefits as a cooking medium. That’s how the thought of ‘Champion rasoi mein bante hain’ came about – it’s a great match with a brand ambassador like Sushil Kumar.”

     

  • The film has been released in seven languages including Hindi all across India

    DDB Mudra North creates campaign to promote Aircel’s latest offering

    By A Correspondent

     

    DDB Mudra North and Aircel have created a clutter- breaking, catchy ad campaign to promote Aircel’s latest offering- Free Basic Internet.

     

    With the new campaign, Aircel intends to share more internet accessibility with users, enabling them to access their favourite applications such as WhatsApp and Facebook besides other daily use applications.

     

    With an intent to inform the users this offering, DDB Mudra North crafted ‘See You Online Ba!’, a fun-toned ad campaign which portrays a world where people no longer need to meet physically or ‘offline’ since everyone is ‘online’. A complete 360 degree pan-India campaign led by television, digital media and on-ground visibility, ‘See You Online Ba!’ captures a montage of people from all walks of life using internet.

     

    The film has been released in seven languages including Hindi all across India.

     

    Anupam Vasudev, Chief Marketing Officer, Aircel, said, “Even though we see a burgeoning population of mobile internet users in India, there’s still a large number of Indians who haven’t yet experienced the world of internet on mobile. With the boom in online avenues today that make lives easier for millions of people, we, at Aircel, saw a clear need for pushing the envelope on making the internet available for all, thereby fueling mobile internet adoption. Aircel’s initiative of offering free basic internet is a natural extension of this intent, and we’re truly delighted to have the creative powerhouse DDB Mudra translate our message into a simplistic and meaningful ad campaign. We’re sure that the sticky ad campaign will appeal to many Indians and help us say louder, ‘See you online Ba!’ ”.

     

    Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “Free basic Internet by Aircel is a game changing offer. In its truest sense, it’s the democratization of the internet making the power of the net available to all. An incredible service like this needed an idea that did justice to its scale and importance. I’m really happy and excited that working closely with the marketing team at Aircel we were able to crack just that idea with “See you online Ba!”. The film is highly engaging and the slogan not just catchy and easy on the tongue but is sharply strategic too.”

     

    Quoting on the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “Free Basic Internet from Aircel is a first-of-its-kind offering that makes the power of the net available to every citizen and empowers the common man. Our creative idea ‘See you online-ba’ imagines a world where people no longer need to meet physically or ‘offline’ since everyone is ‘online’. With its fun jingle and tongue-in-cheek moments, I’m sure this campaign will be a memorable one.”

     

  • Rajesh would be reporting to SambitMohanty, Creative Head, DDB Mudra North

    Rajesh Gola joins DDB Mudra Group as Senior CD

    By A Correspondent

     

    Rajesh Gola

    A creative veteran with close to 15 years of experience, Rajesh Gola has joined DDB Mudra North as Senior Creative Director. Based out of the agency’s Gurgaon office, Rajesh would be reporting to SambitMohanty, Creative Head, DDB Mudra North.

     

    A former Senior Creative Director with JWT Delhi, Rajesh has been associated with agencies like Grey Worldwide, FCB Ulka and Saatchi & Saatchi in his career span till date. His stints at these agencies gave him an opportunity to work with diverse international, national brands from mandates like telecom, healthcare, clothing, insurance, consumer electronics and pharmaceuticals amongst others.

     

    Some of the cream brands that he has worked on include names like Airtel, VLCC, Monte Carlo, Max Bupa, Dabur Gulabari, Dabur Red Toothpaste, Hitachi, Mother Dairy, Bata, PVR Cinemas, Akai, Sansui, ABN Amro Credit Card, KFC, Bausch & Lomb, HCL, Baygon, Indian Airlines, Apollo Tyres, ONGC etc.

     

    Sambit Mohanty

    Sambit Mohanty, Creative Head, DDB Mudra North said, “Rajesh is a great addition to our creative repertory. Experience apart, he brings a rare sense of maturity and responsibility that is hard to find these days. Add to that a killer sense of wit and you know that with this guy around, there’ll never be a dull moment!”

     

  • The agency was chosen following a multi-agency pitch involving major Indian advertising players such as Dentsu Marcom and McVitie's India's incumbent agency Publicis Capital

    DDB Mudra North wins the creative mandate for McVitie’s Biscuits

    By A Correspondent

     

    DDB Mudra North has won the creative mandate for McVitie’s Biscuits, the flagship brand of United Biscuits in India.

     

    McVitie’s is a global brand present in over 100 countries with a strong heritage in the UK. McVitie’s Digestive is the flagship product of the parent brand in India.

     

    The agency was chosen following a multi-agency pitch involving major Indian advertising players such as Dentsu Marcom and McVitie’s India’s incumbent agency Publicis Capital.

     

    Sonal Dabral
    Vandana Das

    Commenting on the account win, Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group said, “McVities is a much loved brand across the world. Having been a fan for the last 14 years, it’s my favourite brand of biscuits and cookies too. We are looking forward to creating some fresh and exciting work on this brand.”

     

    Vandana Das, President, DDB Mudra North said, “We are delighted to be associated with McVitie’s, an interesting brand in the FMCG Sector. We look forward to take this brand on a growth path with a communication package that would certainly grab a lot of attention.”

     

  • Aircel is one of India's largest and fastest growing GSM mobile service provider with a subscriber base of 65.1 million

    Aircel picks DDB Mudra Group as its creative agency

    By A Correspondent

     

    Following a multi-agency pitch, Aircel has handed its creative mandate to DDB Mudra Group. The account will be handled by DDB Mudra North.

     

    The incumbent agency on the account is McCann World group.

     

    Madhukar Kamath

    Aircel is one of India’s largest and fastest growing GSM mobile service provider with a subscriber base of 65.1 million. Aircel is a pan India operator with a presence across 23 circles. The company offers voice & data services ranging from postpaid and prepaid plans, 2G and 3G services, Broadband Wireless Access (BWA), Long Term Evolution (LTE) to Value-Added-Services (VAS).

     

    On winning the account, Group CEO & Managing Director, Madhukar Kamath said: “This is a prestigious win for DDB Mudra Group. The whole team at DDB Mudra North and our pool of resources nationwide can’t wait to start working on the brand and add value. It helps that we have an unmatched experience in the telecom sector, in many international markets.”

     

    Sonal Dabral
    Sambit Mohanty

    Sonal Dabral, Chairman & CCO, DDB Mudra Group, “Being chosen by Aircel, one of India’s fastest growing telecom brands, as their communication partner is both an honour and a big responsibility. This win is a testament to the superb talent that we have across the DDB Mudra Group and we look forward to creating a host of breakthrough ideas for this innovative and exciting brand.”

     

    On working on Aircel again, Sambit Mohanty, Creative Head, DDB Mudra North, said, “It feels great to be back on Aircel! This is one of our biggest wins and we will leave no stone unturned to ensure some truly memorable work emerges out of it.”