MxMIndia

Tag: Debashish Ghosh

  • To lead creative at the agency

    22feet Tribal Worldwide appoints Vishnu Srivatsav as NCD

    By Our Staff

     

    22feet Tribal Worldwide has announced the appointment of Vishnu Srivatsav as National Creative Director. Prior to this, he was Creative Head of DDB Mudra’s South office. Srivatsav will take over from Debashish Ghosh, the former NCD at 22feet Tribal Worldwide, and will continue to report to Rahul Mathew, Chief Creative Officer, DDB Mudra Group.

     

    Rahul Mathew
    Rahul Mathew

    Said Mathew: “Vishnu has been a great partner to the organisation in our pursuit of creative excellence. He recently led our South office to one of our best years creatively. I look forward to him taking this momentum and his infectious energy into the exciting opportunity at 22feet.”

     

    Preetham Venkky

    Added Preetham Venkky, President, 22feet Tribal Worldwide: “Vishnu has always been a huge source of inspiration for the creative team at 22feet. His grasp on culture, specifically internet culture, is arguably the best in the country, and established through his work over the years. We are super excited to have him come aboard, to inspire, shape and establish the culture of excellent creative work for our clients.”

     

  • Campaign conceptualised by 22feet Tribal Worldwide

    Netflix turns fans into shoplifters to promote Red Notice

    By Our Staff

     

     

    View this post on Instagram

     

    A post shared by Netflix India (@netflix_in)

    Netflix India has launched a new campaign to promote its Hollywood blockbuster movie, ‘Red Notice’. Conceptualised by 22feet Tribal Worldwide, the campaign invites fans to experience an adrenaline rush at the ‘Red Notice Shop’, where everything is free if they can steal it.

     

    The Red Notice Shop has been brought to life in a 3000 sq. ft. retail space at Phoenix Palladium, Mumbai. The space is guarded with lasers, sensors, secret codes, CCTV cameras, alarms, and top-notch security. The heist is successfully completed if one is able to steal from the Red Notice Shop. Prizes include not only goodies, tech delights, ownable shop merchandise but also three precious gold Faberge eggs from the film with exclusive rewards inside them.

     

    Said Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide: “Most viewers fantasise about being in a role similar to one of their favourite characters or plots in a film. We wanted to give them an unexpected leg-up. So, we set up a shop to pull off a heist where stealers are keepers if you don’t get caught. And if you do, you don’t land up behind bars. Either way, the experience leaves an indelible mark and lodges Netflix and Red Notice in your memory for good.”

     

     

  • The programme is executed by 22feet Tribal Worldwide, part of the DDB Mudra Group

    22feet Tribal syncs with Hero MotoSports for bikers

    By A Correspondent

     

    22feet Tribal Worldwide, in collaboration with Hero Motosports, the motor sport division of Hero MotoCorp, has launched a ‘Rally Life Navigator’ programme. The programme is executed by 22feet Tribal Worldwide, part of the DDB Mudra Group.

     

    Debashish Ghosh

    Elaborating on the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide said: “Unprecedented challenges can lead to unprecedented opportunities and that’s exactly what happened here. The sports world was crippled by the pandemic — no races, no rallies — and the Hero MotoSports team was grounded for all intents and purposes. In the midst of uncertainties, the need for some creativity was stronger than ever to give them a chance to race again! Thus was born the Rally Life Navigator. A very simple hack that sparked a whole new racing culture.”

     

    Rally Life Navigator was promoted via a social media campaign, which ensured that the followers were kept abreast of latest information, activities and race dates.

     

     

  • The idea centred around the Twitterverse discovering playlists by using any emoji of their choice

    Spotify campaign by 22feet Tribal Worldwide trends at #5

    By A Correspondent

     

    On World Music Day, Spotify India launched a Twitter campaign #PlayThis. The idea centred around the Twitterverse discovering playlists by using any emoji of their choice. Conceptualised by 22feet Tribal Worldwide, part of the DDB Mudra group, the activation gained traction in the very first hour, with people trying out different combinations of emojis to find a playlist. Through the day the engagement grew exponentially, where at one point the #Playthis trended at #5 worldwide.

     

     

     

    Debashish Ghosh

    Elaborating on the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal WW said, “Music and emojis have quite a few things in common – both are universal languages that transcend boundaries and allow emotions to be expressed and shared. We decided to intersect these two and explore the ideas that emerged once we added Spotify’s key differentiator – their curated playlists, as the third element into the mix. That’s how #PlayThis on World Music Day came about. It was designed to connect in the moment with music fans and elevate their experience by making it participatory and personalised on the back of an automated engine. The response has been phenomenal and humbling to say the least. It reaffirms the belief that simple ideas still fly high.”

     

     

  • It is a series of virtual workouts by Reebok India brand ambassadors, Katrina Kaif and Malaika Arora

    Reebok India pushes people to stay fit during lockdown

    By A Correspondent

     

    Reebok India in collaboration with 22feet Tribal Worldwide, has launched a series of home workouts to harness the power of fitness. The #WorkOUTfromHome videos on Instagram are a series of virtual workouts by Reebok India brand ambassadors, Katrina Kaif and Malaika Arora, and Reebok India’s certified trainers.

     

    Debashish Ghosh

    Talking about the thought behind the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal WW said: “It started with a need to do something authentic but also meaningful. In a world that needs a lot of hope and inspiration right now, we wanted to nudge the conversation further. Go from advice to action. As a brand that shapes the culture of fitness, it seemed natural to evolve the day to day discussions from ‘stay at home’ to ‘stay fit’ with #WorkOUTfromHome. After all, there is enough scientific evidence that staying fit powers immunity & can help resist/break the chain of transmission.”

     

     

  • Ghosh joins the agency from Hotstar

    Debashish Ghosh joins 22feet Tribal Worldwide as NCD

    By A Correspondent

     

    Debashish Ghosh

    22feet Tribal Worldwide has brought Debashish ‘Deba’ Ghosh on board as the National Creative Director. A multi-disciplinary creative and strategist, Ghosh joins the agency from Hotstar, where he was the head of XR Studio, exploring the future of storytelling and entertainment through the amalgamation of content and emerging technologies like AR/VR/AI.

     

    Rahul Mathew

    Welcoming him to the team, Rahul Mathew, National Creative Director, DDB Mudra Group said: “A lot of our rebuilding at the agency has been around people. And Deba is an essential step in this direction. He brings onboard a diverse set of experiences and a new way to do things. And at the same time is driven by the same values and hunger as all of us. I’m very excited to have him on board and am sure he’ll help us take 22feet to even greater heights.”

     

    Talking about joining 22feet Tribal Worldwide, Ghoshi added: “I am genuinely stoked to take on the mantle of building the next phase of the agency. And it is challenging; as the legacy of its first phase has set the bar quite high. I hope to generously leverage the full stack of expertise at the DDB network and place technology at the heart of what we do; which is to create meaningful products and cultural cache for the brands we partner with.

     

     

  • Archana comes with close to 20 years of experience across domains

    Zee Digital appoints Archana Anand as Business Head, DittoTV

    By A Correspondent

     

    Archana Anand

    Archana Anand the current Vice-President & Head-Global Business Development, performance marketing and life cycle management at Zee Digital Convergence Ltd, will be the new Business Head of dittoTV. In her role as Business Head-dittoTV she will report to Debashish Ghosh-CEO, ZDCL (Zee Digital Convergence Limited, the digital arm of ZEEL).

     

    Debashish Ghosh, CEO, Zee Digital Convergence Limited on her appointment highlighted, “The OTT Industry is at an influx point with competition hotting up and things looking better than ever before in terms of choices for the end consumer. Content and Broadcast behemoths have all woken up to this reality and are quickly ensuring that they too are in the race, so as to continue to engage the end consumer and his demands for watching TV anytime, anywhere. As recently was done with the launch of our exclusive beforeTV feature which telecast, shows hours before television.”

     

    Archana comes with close to 20 years of experience across domains, a management professional from IIM Bangalore, who has worked across the Sales, Client Relationship, Product, Creative and User Experience domains, to have a very well rounded and holistic sense of managing a new age product business.

     

     

  • Becomes First OTT service provider to offer content hours before TV telecast

    dittoTV unveils ‘before TV’ feature for viewers

    By A Correspondent

     

    dittoTV, India’s first OTT platform created by Zee Digital Convergence Limited has announced its ‘beforeTV’ feature focused on giving consumers freedom in their entertainment consumption experience. This feature aligns with brand’s aspiration to provide entertainment content anywhere, anytime. Borne out of extensive research on the changing consumption patterns and preferences of viewers, this feature will allow viewers to view their favorite content from the Zee Group channels hours before it showcases on television.

     

    Debashish Ghosh

    Debashish Ghosh, CEO – ZDCL underlines; “The fact that more and more people are finding it easy to cut away from appointment viewing and watch their chosen entertainment anytime, anywhere, has only driven consumer expectations higher and upped the ante for OTT platforms the world-over. While, original content will remain one of the key drivers and focus of dittoTV’s global operations, serious innovations will help give our consumers something new and engaging all-the-time, every time.”

     

    This endeavor is in line with the company and group’s continued focus on content and service innovations that consumers find value in. In line with this vision, other recent initiatives such as ‘Life Is Music’, the first show under its original content creation strategy.

     

    The ambition is also to take dittoTV to newer markets and offer local content in those markets. Currently, it is focusing on markets like the US, UK, Europe, Australia, New Zealand, Middle East, Asia Pacific and some parts of Africa.

     

    Further, a key differentiator is the fact that dittoTV is not just an India-focused OTT platform; it will also carry non-Indian content shortly in the markets where it has been launched. For example in the Middle East, it will carry third-party Arabic content. The idea is to make dittoTV a product that is not just for Indian expats, but can also be consumed by any Diaspora of the population.

     

  • All this is made possible by dittoTV, the OTT TV platform that offers Live TV and videos on all internet-enabled devices

    #TVBuddy showcases TV viewing habit of Indians

    By A Correspondent

     

    dittoTV has rolled out its new campaign ‘#TVBuddy’ which showcases the Indian TV viewing habit that even if they are separated by geographies, Indians always like to watch the same TV content together and sometimes, even discuss and share it.

     

    Based on this insight, in the campaign, the term ‘TV Buddy’ was coined. TV Buddies could be your mom, dad, relatives, childhood friend or just about anyone. And they could be living in any part of the world. All this is made possible by dittoTV, the OTT TV platform that offers Live TV and videos on all internet-enabled devices.

     

    The film has been conceptualised by Scarecrow Communications and directed by Bosco Bhandarkar of Good Morning Films.

     

    It’s a montage film showcasing various characters as TV Buddies. They are watching different content across genres like TV series Jodha Akbar, reality show Dance India Dance and the movie Transformers, at the same time, no matter what the time zone is.

     

    In the storyline, it’s subliminally established that dittoTV lets people watch the same content across time zones, through connected devices such as smartphones, tablets and laptops.

     

    The film opens with a narration by the young and emotive voice of Imaad Shah, son of the legendary film and stage actor Naseeruddin Shah.

     

    TV Buddies have to just download the dittoTV app and install it on their connected smart devices. Then, they can just play and watch Live TV, anytime, anywhere.

     

    Talking about the campaign #TVBuddy, Manish Bhatt, Founder Director, Scarecrow Communications Ltd. said “Indians are like flamingos. They flock together, even virtually while watching TV. As this insight has a strong connect, we kept the film simple to demonstrate dittoTV’s role in the lives of Indian viewers”.

     

    Debashish Ghosh, CEO, ZDCL said, “ZEE has always been an innovator in the media industry over the period of 22 years. Its content has always resonated with the audiences and now we have taken it a notch higher with dittoTV. We believe that India is a country where we celebrate every occasion together; with #TVBuddy campaign we are aiming to lend TV viewing experience a personal touch where you can watch your favorite movie, TV show or a match with your TV buddy who may be miles apart from you. The essence of Indian audiences who have evolved with just one TV set today now have TV at the tip of their fingers!’’

     

  • Anjana will be working in close coordination with the India Web Portal, Ditto TV and Zee Digital teams

    Anjana Kshetry is Head – Brand Solutions, Zee Digital

    By A Correspondent

     

    Zee Entertainment Enterprises Ltd. (ZEEL) has announced the appointment of Anjana Kshetry as Head – Brand Solutions, Zee Digital. In her new role, Anjana will report to Debashish Ghosh, Chief Knowledge Officer, Essel Group.

     

    Anjana will be working in close coordination with the India Web Portal, Ditto TV and Zee Digital teams. She will also be responsible for leveraging the ZEE Sales team for integration of digital propositions with TV sales propositions in the most optimum manner. Furthermore, she will be looking at Brand integration opportunities in the digital arenas being explored with Essel Vision.

     

    Anjana was previously the Senior Vice President – Sales & Brand Solutions, heading the National Sales portfolio for Brand Solutions and Zee Khana Khazana. She has been associated with ZEE for about 14 years, and has worked with the organization in multiple capacities. She started in the Marketing Team for the Zee English cluster and subsequently led the national sales portfolio for Zee Music, Zee Café & Zee Studio and Zee Khana Khazana. She has spearheaded various client led sales initiatives for building client relations at the top levels by way of CRM activities.