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Tag: Deepika Warrier

  • To help women, non-binary individuals back into the workforce

    DDB Mudra joins hands with Creative Equals

    By Our Staff

     

    Creative Equals, a UK-based non-profit global inclusion consultancy, has launched #CreativeComeback in India. With successful editions in London and New York, the programme starts with Mumbai to help women, non-binary and gender non-conforming individuals, who’ve taken a career break come back into the workforce. This two-week bootcamp aims to destigmatize career gaps and turn them into an advantage by retraining this creative talent. In association with D&AD as training partners and Diageo, a brand committed to gender equality, the mission is to #BreakTheBias in advertising creative departments of art, copy and design. DDB Mudra Group will provide mentoring support and potential job opportunities to participants at the end of the program.

     

    Said Deepika Warrier, CMO Diageo India: “At Diageo, inclusion and diversity is central to our purpose of celebrating life, every day, everywhere and we’re committed to creating a working culture in which our people feel like they belong and can bring their authentic selves to work. Today for example, 22% of Diageo India’s overall workforce (as against 7.5% in 2015), 4 of 8 executives in the Excom are women. In our brand & creative side, over 45% of our content work has been led, directed or portrayed by women creators, and over 10% of our work by creators on the gender identity spectrum. We will continue this focus on gender equality and equity throughout the globe, specifically at the creative table, as we know gender equality makes for better, more representative advertising. We know women ‘are 11 times more likely to not work after COVID job loss,’ (The Times Of India, 2021) & also step out during certain life stages and then find it difficult to hit their stride when they return. This is particularly true of the creative industry sector. Creative Comeback helps the industry #BreakTheBias by changing the view on CV gaps to being ‘gifts’. We know when women take a career break, their life experiences bring them back with a deeper perspective.”

     

    Speaking about how Creative Equals’ mission and actions resonate with their own, Aditya Kanthy, CEO & MD, DDB Mudra Group added: “A lot of the work we have been doing at the DDB Mudra Group aligns perfectly with Creative Equals’ mission. Through the Phyllis India Project we are training women to take on leadership roles and lead creative mandates for the company and the industry. Over 20 women, some of whom are our most talented creative voices, have been through this project. Similarly, the Open Pride initiative is directed at promoting a fair representation of the LGBTQIA+ community at DDB, and also in the creative work we produce. DDB Transit is India’s first internship program for trans individuals, that we have been supporting since last year.”

     

  • Initiative to challenge traditional gender stereotyping in advertising and media

    UN Women launches Unstereotype Alliance’s India Chapter

    By Our Staff

    The Unstereotype Alliance has aunched the India national chapter with a coalition formed to tackle harmful stereotypes advertising with support from EU funded WeEmpowerAsia Programme. The Alliance will centre its work in India on broadening the representation of women and girls in non-traditional roles in advertising with a focus on women returning to the workforce.

    Convened by UN Women, the United Nations Entity for Gender Equality and Women’s Empowerment, the Unstereotype Alliance is a thought and action platform that seeks to eradicate harmful stereotypes from advertising and media. India is the ninth national chapter to launch worldwide, and the second in Asia.

    The Unstereotype Alliance’s India National Chapter Founding Members include: Hindustan Unilever (Champion), Diageo, WPP, Publicis Groupe, Havas Group, Advertising Standards Council of India (ASCI), Advertising Agencies Association of India (AAAI), The Advertising Club and Samhita Social Ventures.

    Said Phumzile Mlambo-Ngcuka, Executive Director of UN Women: “The launch of the India national chapter is a significant milestone for the Unstereotype Alliance. It shows that the India advertising and media industry is coming together in all its strength and diversity to tackle the harmful stereotypes that hinder progress towards gender equality. This is critical to addressing the drivers of inequality such as violence against women and girls, intergenerational poverty and the lack of women in leadership and decision-making roles. We hope that you will join us in making unstereotyped advertising and content the norm rather than the exception.

    Stereotypes in advertising perpetuate negative social norms and hinder progress of gender equality. Harmful social norms contribute to increased acceptance of gender-based violence, lack of economic decision-making for women and constricted opportunities in the job market. The chapter has defined strategic priorities to address gender stereotypes with a focus on harmful patriarchal traditions and norms to broaden the representation of empowered and autonomous women in private and public life, including in business leadership; and to ensure progressive representation in media and advertising.

    Unstereotype Alliance research into gender equality attitudes shows that there is a clear role not only to remove stereotypes in advertising and media, but to challenge widely-held beliefs and norms in society. Data from the Gender Equality Attitudes study, conducted across 10 countries including India, shows that whilst many Indians recognize the importance of women’s rights, outdated beliefs persist. Specifically:

     

    Here’s what a host of spokespersons have said:

    Susan Ferguson, Country Representative, UN Women India: “UN Women India is excited to launch the India chapter of the Unstereotype Alliance. I am confident with the support of such committed partners, we will generate a positive and enduring impact in the advertising and media industry and contribute to shaping a gender-equal world.”

    Priya Nair, Executive Director,-Beauty & Personal Care, Hindustan Unilever: “Across the globe, consumers are increasingly expecting brands to take a stand on the issues they care most about – gender stereotype has been one such issue. At HUL, we are committed to driving gender equity, including stepping up of brand programmes, advocacy to challenge the status quo and #unstereotyping advertising. With one billion people using our products every day and even more seeing our advertising, we know we have the power to make a real difference. Various organisations need to come together to bring about this systematic change and set new standards of empowerment and equality. As a founding member of the Unstereotype Alliance, we look forward to supporting UN Women, to drive social change, encourage action, and put an end to gender stereotypes and discrimination”

    CVL Srinivas, Country Head, WPP, India: “WPP is delighted to be a founding member of the Unstereotype Alliance – India Chapter. We look forward to working with the Alliance to bring about positive change to the issue of Gender Equality through the creative use of our skills and the passion of our people in this area.”

    Deepika Warrier, CMO, Diageo India: “Diageo India is proud to be associated with The Unstereotype Alliance – India Chapter, which will work to  accelerate progressive gender portrayal in advertising. Together, we will lead the creation of a framework that encourages increasingly progressive codes with themes ranging from empowerment to celebrating the power and imperfections of womanhood to challenging stereotypes to ultimately moving beyond gender codes. We hope our efforts would contribute to empowering women regardless of their race, class, age, ability, religion, sexuality, language, education etc.”

    Anupriya Acharya, CEO, Publicis Groupe South Asia:  “Publicis Groupe through Viva la difference is a company that celebrates talent, inclusivity and diversity. Our core values and people-first culture synergise seamlessly with the Unstereotype Alliance’s larger mission and objectives and we are pleased to be a part of its India Chapter. Publicis Groupe India looks forward to collaborating with other future-facing companies in building narratives that are progressive, purposeful, gender-equal, human and authentic.”

    Rana Barua, Group CEO, Havas Group India: “We are delighted to be coming on board at a crucial time as a member of the UN Women Unstereotype Alliance as they begin their chapter in India. At Havas Group, we are clear on driving gender diversity and want to bring about a cultural transformation and mindset shift that will encourage many more women leaders in the group. Our alliance with UN Women Unstereotype Alliance will surely help us in this journey.”

    Manish Kapoor, Secretary General, Advertising Standard Council of India: “Positive gender portrayals and depictions in advertising are high on ASCI’s agenda, and we aim to shape this narrative in the coming months through different initiatives. Partnering with the Unstereotype alliance is an important step in this journey. Working together helps synchronise voices of different stakeholders and we are very pleased to be a part of the alliance.”

    Sudhesh Kapoor, Secretary General, AAAI: “We are sure that this Alliance will go a long way in taking down some popularly held myths about genders which are consciously or sub-consciously propagated by popular media and advertising.”

    Namrata Tata, The Advertising Club: “While many organizations are taking initiatives to drive gender diversity & equality, collaboration at an industry level is needed to see the needle movement. As an integral part of the advertising industry ,The Advertising Club believes in driving real change when it comes to the portrayal of gender norms. We are delighted to join The Unstereotype alliance convened by UN women , which aims at removing negative gender stereotypes in Advertising and Media”

    Priya Naik, Founder and CEO, Samhita Social Ventures: “Companies, media and content companies, advertisers, and creative agencies have a social and ethical responsibility to break gender stereotype, as well as the capability to do so on a large scale. I am proud to be a part of the Unstereotype Alliance movement to dismantle traditional gender roles and their related”

     

     

  • Warrier has spent over two decades at PepsiCo

    Deepika Warrier joins Diageo India as CMO, Julie Bramham is Global Brand Director for Johnnie Walker

    By A Correspondent

     

    Alcohol beverage major Diageo India has announced the appointment of Deepika Warrier as Chief Marketing Officer (CMO), effective July 27. Julie Bramham, currently CMO of Diageo India, will move to Amsterdam as Global Brand Director for Johnnie Walker.

     

    Warrier, till recently, was Managing Director & CEO, Nourishco Beverages (formerly, a 50:50 Joint Venture between PepsiCo India and Tata Consumer Products). She joins Diageo after spending over two decades at PepsiCo, where she held key positions including CMO for PepsiCo India and Vice President for the nutrition category across multiple geographies.

     

    Commenting on the changes, Anand Kripalu, Managing Director and CEO, Diageo India said: “We are delighted to welcome Deepika to the Diageo India family. Her strong consumer-centric approach combined with her transformational leadership skills makes her a tremendous asset to Diageo. We would also like to thank Julie for her many contributions to the business, including setting a new direction for our brand portfolio as well as the Innovation programme.”

     

     

  • Popular RJ’s, Naved from Mirchi and Raunac from RED, to host four hours of non-stop on-air fun

    Radio Mirchi & Red FM to co-host show for PepsiCo’s Quaker Oats+Milk

    By A Correspondent

     

    PepsiCo India’s Quaker Oats+Milk along with Mindshare will bring together Radio Mirchi and Red FM,  two of India’sleading radio stations, as a part of the ‘Power of Two’ campaign. Earlier this year, Quaker Oats+Milk introduced a unique combination of the goodness of oats and the power of milk in the Indian markets.

     

    ‘Power of Two’ will see the two radio stations come together to put up a “magnum opus show” to highlight the importance of right nutrition. Spanning over four hours, RJ Raunac, of Bauaa fame, and RJ Naved, famously known for Mirchi Murga, will entertain listeners with their diverse personalities, comic timing and love for music and nutrition.

     

    Speaking on the association Deepika Warrier, Vice President, Nutrition Category – PepsiCo India, said: “We are glad we have been able to bring two greats from radio together to showcase the Power of Two. Through this association with Radio Mirchi and Red FM, we want to send out an equally relevant message on the importance of right nutrition. We are certain that this show will lead all the listeners out there towards a healthier tomorrow.”

     

    Commenting on this campaign, Prasanth Kumar, CEO, Mindshare South Asia said. “We are glad to be a part of this innovative campaign which brings together two of the biggest radio channels to showcase Quaker Oats+Milk’s ‘Power Of Two’. We at Mindshare believe in delivering our brands with creativity, innovativeness, unconventional and inventive strategies. Bringing together Radio Mirchi and Red FM is definitely a never heard before phenomenon. We hope to reach as many as possible listeners and aware them with the brand’s new product.”

     

    Adding to this, Prashant Panday, MD & CEO, ENIL (Radio Mirchi) said: “Mirchi as a brand has always managed to enthrall its listeners and clients with pathbreaking ideas like this one. The “Power of 2” campaign is yet another example of how we’ve managed to push the bar higher with clutter breaking content. Brands built with passion and on strong pillars have the courage to experiment, be it Quaker, Radio Mirchi or Red FM. We at Mirchi are proud to associate with Quaker Oats+Milk and Red FM to create a historical moment on radio. Our listeners will be delighted to hear RJ Naved and RJ Raunac come together for the first time. We love bringing disruptive ideas to life and will continue to do so to delight both our listeners and clients.”

     

    Added Nisha Narayan, Red FM’s COO: “Red FM has always believed in innovative content and this is yet another innovative solution, this time for ‘Quaker Oats+ Milk’. Radio as a medium allows for such innovations and with support of brand like Quaker which believe in innovation and disruption, it only allows two strong radio brands like Red FM and Radio Mirchi to come together and co-create something which has never been done before in the history of Indian Radio – RJ Raunac and RJ Naved to do a show together. I am sure the show will be a delight for both the listeners and the brand team. We look forward to creating innovative and engaging content and client solutions in times to come.”

     

     

  • The new campaign features young professionals like a play-school teacher and a doctor as 'real fit', and Quaker as their 'fuel' to do more

    Quaker urges professionals to stay fit in latest campaign

    By A Correspondent

     

    Quaker’s new ‘Fuel for the Real Fit’ campaign celebrates young Indians doing regular jobs like a teacher or a doctor, who effortlessly multi-task each day, and establishes Quaker as the fuel that empowers them to find the energy to keep doing more.

     

    Speaking about the new campaign, Deepika Warrier, ‎Vice President – Nutrition Category, PepsiCo India said, “The new Quaker ‘Fuel for the Real Fit’ campaign celebrates the spirit of ‘real fit’ ordinary individuals who lead extraordinary lives. They have the passion and determination to go above and beyond each day, and Quaker is the perfect morning fuel to provide them the energy to do more each day. We feel the campaign is powerful in its simplicity, and will connect with all consumers who manage to do so much each day, and yet seek to do more.”

     

    Added Neeraj Ghaywan of SeeOn Films: “For the Quaker Fuel for the Real Fit films, we chose to tell the stories of an ER doctor and a play-school teacher, someone everybody can relate with. Apart from showing sincerity and passion towards their work, they show dogged commitment. And in these films, we set our everyday heroes in their natural environment, as they are. For me, it is about acknowledging the dignity that we all seek. It is truly fulfilling to go an extra mile at work when you feel happy about it. Real fitness helps us in going at it.”

     

    Speaking about the films, Josy Paul, Chairman & Chief Creative Officer, BBDO said: “We are building on the growing emotional equity of Quaker Oats in India with a new campaign called ‘Fuel for the real fit’. ‘Real fit’ is not about superficial fitness or fancy six pack abs. ‘Real fit’ is about the boundless purposeful energy and the inner resilience of everyday people, not just sportspersons. It’s about today’s tireless youth who drum up the strength and determination to outperform themselves. In our films – part of a series – we salute the spirit of teachers and doctors who go through intense physical strain and mental stress – more than most sportspeople – so that they can do more for society.  The films convey the ‘real fit’ philosophy and showcase Quaker Oats as the fuel that keeps them going.”

     

  • New ad film for Quaker Oats+Milk features co-creator Sachin Tendulkar talking about what it takes for young, aspiring Indians to win everyday

    Sachin Tendulkar urges millennials to begin the day with a nutritious meal

    By A Correspondent

     

    PepsiCo India has released a new ad film to promote Quaker Oats+Milk, a unique grain-dairy beverage that blends the goodness of milk with the advantages of fibre and oats. The new film, featuring the brand ambassador and co-creator of Quaker Oats+Milk, Sachin Tendulkar, showcases the relevance of this on-the-go nutritious solution for young Indians leading a rushed lifestyle, and yet striving to win everyday.

     

    Speaking about the new TVC, Deepika Warrier, Vice President – Nutrition, PepsiCo India, sid: “Co-creating Quaker Oats+Milk with an icon like Sachin Tendulkar has been a great experience. His inputs helped us understand the everyday nutrition needs of young, time-pressed Indians, who are striving to realise their dreams. Together, we were able to create a winning product that provides a nutritious start to the day so that these young people can make each day count. This is what the film also aims to convey, with Sachin playing the role of a mentor impressing upon the importance of having a good start to the day, and how one needs to go the extra mile each day to achieve success.”

     

    Added Varun Channa, Managing Partner, JWT: “Sachin has been an icon for the youth both for his sustained high performance on the field over the years, and for the rigor he puts in to prepare for it. Casting him as a mentor is a first and we do believe it will help communicate with the first jobbers the benefits of Quakers Oats + Milk and why taking small steps for their health everyday is essential to achieve their dreams. Working with Sachin was a pleasure and Piplu ensured we captured the other side of Sachin in a refreshing and memorable manner.”

     

    The film has been released on TV in Tamil Nadu and Kerala and across all leading digital platforms. The campaign will also include an impactful pan-India sampling and in-store visibility plan.

     

  • The 24-hour channel will air Indie music along with films, TV shows, comedy acts and live performance

    Pepsi & MTV India to launch Pepsi MTV Indies

    By A Correspondent

     

    Viacom18 Media Pvt Ltd, a joint venture between Viacom Inc and Network18, has revealed the identity of its soon-to-be-launched Indie music and sub-culture channel – Pepsi MTV Indies. PepsiCo India is title sponsor of the channel.

     

    Led by Music, Pepsi MTV Indies will also reflect other subcultures like independent films, art, comedy and more, thereby taking these alternative art forms into the homes of millions. The channel will be launched this month (in February), in High Definition and Dolby 5.1 surround sound and will be available across leading DTH and digital cable platforms. Indies will have a strong presence on the internet and can be accessed via the mobile and with apps. On-ground activities are an integral part of the new offering.

     

    Sudhanshu Vats

    Explaining the rationale behind launching the channel, Group CEO of Viacom18, Sudhanshu Vats said, “At Viacom18, we believe in sharper segmentation whether it pertains to the genre, the audience or by markets. Indies is a move that further strengthens our bouquet of varied offerings. India is moving from a collective to an individualistic content consumption habit. The youth and music genre offers great opportunity for growth and we’re sure that this move will help us build an ecosystem for creating a lot of live content as well.”

     

    Talking about the first of its kind brand association in India, Deepika Warrier, Vice President- Po1 Marketing PepsiCo India said “Music is a key youth passion point and Pepsi’s biggest platform globally. We are excited about partnering with MTV to launch this new platform, as we continue to set and fuel trends, creating a gateway to new experiences for our consumers”

     

    Along with announcing the launch, Pepsi also unveiled its new product packaging with the global logo and visual identity. “The launch of the channel coincides with the debut of Pepsi’s global logo and visual identity system in India. Celebrating revolution, engagement and the impatience to be more, Pepsi continues to change the way the young see the world and the way the world sees them,” Ms Warrier added.

     

    Aditya Swamy

    Announcing the launch of the channel, Aditya Swamy, Business Head, MTV India said, “MTV is the cultural home of the millennials, musicians and artists across genres. Our partnership with Pepsi is the start of a brand new chapter in the entertainment landscape of India.”

     

  • At the third series of the IAA debate, the fraternity debated whether 'Creative awards can also be given for differentiated one-off expressions'

    When Deepika Warrier and Lloyd Mathias took on Josy Paul and Pratap Bose

    By Ananya Saha

     

    The third in the series of the International Advertising Association (IAA) India Chapter’s debates was hosted in Gurgaon on Monday, presented by the Dainik Bhaskar Group and powered by Campaign India. The topic for the IAA Debate was ‘Creative awards can also be given for differentiated one-off expressions’. Speaking ‘for’ the topic were Josy Paul, Chairman and Chief Creative Officer, BBDO India, and Pratap Bose, Chief Operating Officer, DDB Mudra Group. Speaking ‘against’ the topic were Deepika Warrier, Vice-President – Beverage Marketing, Pepsico India, and Lloyd Mathias, Director, Green Bean Ventures. The debate was moderated by Shafalika Saxena, CMO, Microsoft India.

     

    Ms Saxena opened the debate asking the panellists about how often is advertising aimed at greater good and how often is it the necessary evil; and how often the two can come together to combine market share and art. Mr Bose responded, “That is a no-brainer to me. When I think about it, the subject (of the debate) itself is condescending for creative folks like us. The subject says to me, ‘please re-consider 10 of 14 Grand Prix’. If you had this debate in 1927, it was ok but not today. If I have a creative idea, I will forward it to my friends, post it on social media, I would share and broadcast it. For a one-off expression like the Kumbh mela chapatis (a Lifebuoy creative) would spark something like two million conversations.”

     

    Pratap Bose

    Mr Bose opined that creative people just create ideas, and as a creative person one thinks of creative expressions all the times. “Gangnam style and Kolaveri Di are differentiated one-off expressions. The Silent Anthem three years ago was a one-off expression. And so was Volkwagen’s Talking Paper initiative. Creativity or grand idea is not defined by media budgets or scale or motives alone. That said, creative idea once conceived cannot possibly be curbed, and should be respected.”

     

     

    Lloyd Mathias

    Mr Mathias, speaking against the motion, pointed out that the core proposition of advertising is to build brands. “It cannot be art for art’s sake. Why brands advertise is to sell their products. The concept of one-off ads has also given rise to scam ads.” According to him, there is an increased need for creative awards as it helps them to showcase agency’s work. “Once you start getting one-off ideas, it becomes a short cut to getting awards. Advertising is purely a commercial proposition. It is important to strike a balance between building brands and art,” he said.

     

     

    Josy Paul

    Mr Paul said that though he was a non-believer in the concept, “one-offs have started springing surprises”. He gave the example of Apple’s 1984 campaign, Dove’s Real Beauty to insist that one-offs have potential. He said, “We may award or not award the one-off differentiated campaigns but we should not ignore them.” He also mentioned that he would treat every one-off as an R&D.

     

    Taking the debate to the next level, Ms Warrier said, “While it is important to recognise great work and so are the awards. The question is what exactly should be recognised. We, as advertising and marketing fraternity, need to understand that we need to recognise work that delivers sustainable value. Advertising in not only supposed to create one-offs to shock and awe the consumer or deliver passive message.”

     

    While maintaining that brands are not against creative ideas, Mr Mathias insisted that the creatives and creative agencies need to deliver long-term value. He said, “The need to fill up showcases and work towards bonuses is encouraging shortcuts.” Concurring, Ms Warrier said that creating art for the sole purpose of winning award is self-indulgent. Responding, Mr Bose said, “Nobody comes to work to win awards. At the end of the day, creative people come to work to create something.” However, on being questioned about the role of young creative people in the agency who think of an award as a stepping stone, Mr Bose said, “There are two types of young people in the agency: one that believes that awards are a step to success, and results in controversy that occurred at Goafest (referring to the Ford Figo ad), and then there is the other lot that is inspired by Piyush Pandeys of the world.”

     

    Mr Mathias also cautioned that the big guns and agency gods also need to change their mindset “even as we see mid-and-junior-creative guys running after the awards.” He also said that he is not pushing for all rationality in advertising, since he did not think that rationality and creativity were mutually exclusive. Ms Warrier quipped, “If it is an on-off ad, it cannot be driving long-term equity for the brand. And while they deliver short-term benefits, there are a several other things that can be done to deliver short-term benefits. If the client is investing, it needs results that stay on for a long time.”

     

    The debate was interspersed with quips and comments from the very participating audience and the moderator. However, the debate ended without announcing the winning team!