MxMIndia

Tag: Delna Sethna

  • The campaign ad film is conceptualized by RedFuse, WPP’s integrated communications partner to Colgate India, and is directed by director Vikramaditya Motwane

    Colgate’s new campaign showcases journey of elderly singles

    By A Correspondent

     

    Colgate-Palmolive (India) Limited has written to us about a new communication under its ‘Smile karo aur shuru ho jao’ campaign.

     

    Talking about the TVC, Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited, said: “While the pandemic has been a time of uncertainty and difficulty, it has also given people a chance to reflect and reassess their individual life journeys. One such opportunity for revaluation is the challenge of loneliness faced by elderly single people who often remain single burdened by the fear of social judgement in starting afresh and finding companionship. Our story, narrated wonderfully by Deepti Naval, encourages people to be positive and look beyond the worry of what society might say and celebrate their lives fully. We, at Colgate, strive to tell such stories to inspire hope and courage to reimagine a better future…and smile karo aur shuru ho jao.”

     

    The campaign ad film is conceptualized by RedFuse, WPP’s integrated communications partner to Colgate India, and is directed by director Vikramaditya Motwane.

     

    Said Delna Sethna, Executive Creative Director, RedFuse: “Since the beginning, Colgate’s Smile karo aur shuru ho jao campaign has narrated stories of confidence and courage. The latest ad film touches upon the topic of remarriage, which is known to be a sensitive topic in India, especially among women. We want to encourage conversation on this often taboo subject and try to normalize the culture of women in India remarrying, for whatever reason they deem worthy. The overall aim of the film is to encourage optimism and to look beyond the fear of judgement and act with the hope of a positive future.”

     

     

  • A 360-degree high decibel campaign targeted towards educating consumers on oral health's link to overall health

    Colgate highlights importance of oral health in new campaign for Colgate Vedshakti

    By A Correspondent

     

    Colgate-Palmolive (India) Limited has announced the “Mooh Swachh Toh Aap Healthy” campaign for its ayurvedic toothpaste Colgate Vedshakti.

     

    The campaign kickstarted with the launch of a TVC on March 4 in 10 regional languages including Hindi, Marathi, Telugu, and Tamil. It is being amplified further across mediums like print, digital and social media.

     

    Speaking about the campaign, Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited said: “At Colgate, we are committed to enable better Oral Health for all. With the launch of this campaign with Colgate Vedshakti, for the first time we are throwing light on the inherent connection between oral & overall health. Colgate Vedshakti brings together a unique combination of Ayurvedic ingredients to provide holistic oral care to ensure better overall health.”

     

    Created by Redfuse Communications, Delna Sethna, Executive Creative Director, Red Fuse added: “How do you communicate extremely logical, science-y facts in a way that even children would understand them? You get children to disseminate them for you. Their universe of make-believe opened so many avenues for us to explore. Their sincerity in delivering our message draws you in from the second one.”

     

     

  • The campaign celebrates the uniqueness and individuality of every woman through the lens of Indian festivities

    Taneira promotes new collection in new ad

    By A Correspondent

    Taneira has launched its latest campaign to drive awareness of the brand as a differentiated player and showcase the all-new saree collection. The campaign is a combination of the films and print ads and are being run on digital and cinema.

    Said Shyamala Ramanan, Business Head, Taneira: “Each  woman is unique in her own right. She makes rules for herself along the way. She holds on to some traditions, adopts some from her friends and family, creates new ones relevant to her. This campaign celebrates, her choices, her style, her individuality in bringing people together – Taneira, like no other.”

    Added Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi: “Taneira sarees are handmade which means no two sarees will ever be exactly alike… and therefore Like No Other. No two women are alike even if they share a similar age and profession, each will have a quirk that makes her uniquely her and therefore again, Like No Other. The campaign idea flows from these simple synergies… and will ring true for the consumer as well, how could it not.”

     

     

  • The film conceptualised by Law and Kenneth Saatchi and Saatchi, has an exaggerated vibe that is hard to miss

    Why wait for Diwali, shop now, says Pepperfry.com

    By A Correspondent

     

    Pepperfry.com has unveiled a new marketing campaign to launch the pre-festive ‘Why Wait For Diwali Sale’. Through this campaign, Pepperfry encourages customers to gear up for the festive season in advance by shopping the sale and availing discounts of up to 50 per cent off on just about everything on Pepperfry. The film is conceptualised by Law and Kenneth Saatchi and Saatchi.

     

    Said Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi: “We were asked for a clutter breaking film high on energy that ensured people wouldn’t wait until Diwali to buy new furniture… check, check and check.”

     

    Added Kashyap Vadapalli, Chief Marketing Officer, Pepperfry: “Pepperfry is known for single-handedly expanding the organised furniture category in India both online and offline. As consumers evolve beyond the hygiene factors like service and delivery we want to give them more reasons to shop by adding excitement to their furniture shopping experience with interesting designs, lots of variety and great value. Therefore, the tone and manner of our new commercial is vibrant with a theatrical approach which is very different from Pepperfry’s previous campaigns. With this campaign we want to trigger interesting conversations around the brand and the category.”

     

     

  • Via this campaign, Pepperfry aims to help consumers make their homes interesting and convenient through its differentiated portfolio

    Pepperfry.com promotes decor & utility offerings

    By A Correspondent

     

    Pepperfry.com has launched a new marketing campaign to promote its décor and utility portfolio. With this campaign, Pepperfry is extending its brand promise of ‘Happy Furniture to You’ to its other key segments – Décor and Utility.

     

    The films have been conceptualised by L&K Saatchi and Saatchi. Talking about the commercials, Delna Sethna, Chief Creative Officer, L&K Saatchi and Saatchi said: “When a brand like Pepperfry decides they want to advertise their extended portfolio it’s always happy times for creative people. We get to design a gorgeous set of films and inspire people to shop!!! Like I said, happy times.”

     

    Added Debarjyo Nandi, Senior Vice-President, L&K Saatchi and Saatchi added: “There are all kinds of people who have all kinds of home décor needs, functional and behavioural. The idea for the campaign was to showcase the interesting range of utility and décor items on Pepperfry, which not only help meet these needs but also give consumers ideas to make things better.”

     

     

  • The account, which was won as a result of a multi-agency pitch, will be handled by the agency’s Mumbai office

    L&K Saatchi & Saatchi bags creative duties of Blackberrys

    By A Correspondent

     

    Apparel brand Blackberrys has appointed L&K Saatchi & Saatchi as the brand and creative agency on record (AOR) for their mainline and casual brand.

     

    The account, which was won as a result of a multi-agency pitch, will be handled by the agency’s Mumbai office. The agency will be responsible for brand ideas, consumer strategy and communication plan, including creative mandate.

     

    Delna Sethna

    Commenting on the agency appointment, Delna Sethna – Chief Creative Officer at L&K Saatchi & Saatchi said: “It’s rare in today’s scenario to find Client Partners who will entrust you with a blank canvas. It is both immensely exhilarating to have this opportunity as it is sobering to live up to that belief. There’s no question of letting them down.”

     

     

    Ramesh Kaushik

    Added Ramesh Kaushik, VP – Brand Experience, Blackberrys: “Blackberrys is all about enabling the consumers in their journey of success, always clothed in confidence and style. During the pitch process the agency presented a strategic approach that aptly addressed the precision required by us, for engaging our consumers. They displayed deep understanding of the consumers and category with a clear way ahead. We have faith in their ability to bring the desired outcome and do justice to the mandate.”

     

     

  • She will continue to report to Anil S Nair, Chief Executive Officer and Managing Partner of the agency

    L&K Saatchi & Saatchi names Delna Sethna as CCO

    By A Correspondent

     

    Delna Sethna

    Law & Kenneth Saatchi & Saatchi has named (and elevated) Delna Sethna as its Chief Creative Officer across all its businesses. Prior to this, Sethna was leading some key global businesses such as P&G brands and Mondelez. She is now the creative face of Law & Kenneth Saatchi &Saatchi with immediate effect. She will continue to report to Anil S Nair, Chief Executive Officer and Managing Partner of the agency.

     

    Speaking about the development, Nair said: “Delna has proved her creative mettle over and over, across all the brands she has worked for. Her creative and strategic thinking pushes the boundaries of traditional advertising to newer, unexplored areas. She has brought glory to the agency by winning Cannes Gold and D&AD in one single year. She is the perfect person to be heading our entire creative product and I am sure she will only thrive hereon.”

     

    Speaking about her new responsibilities, Sethna said: “Law & Kenneth Saatchi & Saatchi is a wonderful place to grow as a creative professional. It is an organization where the proverbial glass ceiling doesn’t restrict women. It allows for both people & work to flourish. The teams here are all young & passionate and I feed off that energy. I look forward to my new responsibilities and creative challenges coming my way. 2018 is going to be about creating great, memorable work for all of us at the agency.”

  • #GiveHer5 is a social movement conceived by Law & Kenneth Saatchi & Saatchi to draw attention to the five days over 350 million girls in India

    Law & Kenneth Saatchi & Saatchi looks to move India to #GiveHer5

    By A Correspondent

     

    #GiveHer5 is a social movement conceived by Law & Kenneth Saatchi & Saatchi to draw attention to the five days over 350 million girls in India (nearly 80 per cent of the country) miss every month, just because of their period. In fact studies show that one in every five girls in India is forced to drop out of school just because she misses five days every month. #GiveHer5 helps give her 5 of ‘those’ days back, so she never misses out on school, her dreams, or her life. All it takes is 150 rupees.

     

    Kickstarted by Ashok Kurien and the Ammada Trust, and powered entirely by women (and men) on Facebook, Twitter and Instagram, #GiveHer5 seeks to crowd source funds to give her Saafkins – the world’s first reusable, 12-hour menstrual protection. A proprietary disinfecting treatment called Livinguard Technology makes each Saafkins antimicrobial, and washable. Now finally, there is an affordable solution for the millions housebound every month during their period.

     

    Within hours thousands had come together to share, like, retweet and pledge their support on social media. And by the end of the day, popular celebrities like Varun Dhawan, Arjun Kapoor and Rahul Khanna had joined the list of people pledging to #GiveHer5.

     

    Commenting on the launch, Ashok Kurien, Founder/Executive Trustee – The Ammada Trust, said: “80 per cent of Indian women cannot afford sanitary napkins – so they use unhygienic cloth. 20 per cent of girls drop out, or miss 5 days of school every month. The Saafkins were invented to put these millions of underprivileged girls back in school and help them complete their education. A unique world-class technology product for just Rs.12 a month. We owe this to our girls!”

     

    Delna Sethna, Chief Creative Officer, Law & Kenneth Saatchi & Saatchi said, “We so have the luxury as urban women to ignore our period… 80 per cent of the female population find their lives coming to a literal standstill for 2-5 of “those” days… We wanted to focus our efforts and impact the lives of the young school going girls, who more often than not drop out of school, rather than deal with the embarrassment (lack of sanitary protection, bathrooms, you name it), of their period… The math, when you put it out there is hard to refute: Rs150… Keeps one girl in school… For one whole year! How can we sit back and do nothing, especially the next time we sit down to order a “tall latte, please?”

     

  • (only for mxm): This integrated campaign aims to get India grooving to the #DandruffNahiChalega dance move

    L&K Saatchi & Saatchi conceptualises new Head & Shoulders campaign featuring Ranveer Singh

    By A Correspondent

     

    Head & Shoulders, P&G’s largest shampoo brand globally has launched a new campaign with brand ambassador Ranveer Singh. Conceptualised by L&K Saatchi & Saatchi, this integrated campaign aims to get India grooving to the #DandruffNahiChalega dance move, created by ace Bollywood choreographer and director Farah Khan.

     

    The TV and digital amplification featuring Ranveer Singh’s in four avatars brings to life the idea that perfect grooming means #DandruffNahiChalega.

     

    Delna Sethna

    Said Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi: “Bad grooming habits (read dandruff) and hooking up are inversely proportionate to each other. Now you team this seemingly innocuous proposition with great creative and an actor like Ranveer who’s unafraid to try “anything” and you get one remarkably filmy campaign. That we’re launching in true blue Bollywood style – A trailer, foot-tapping naachgaana from Farah Khan and avatars of Ranveer that you best discover online!”

     

     

    Binu Ninan

    Added Binu Ninan, Associate Marketing Director, P&G (Hair care): “We have product level win and with a news as big as the Best Ever Head & Shoulders we wanted a campaign that will put the brand at the front and centre of the idea. So when L&K Saatchi came up with the idea built around a dandruff torture test dance move, we knew this is it! Also, having the country’s hottest young actor as the brand ambassador gave us the opportunity to not only talk benefit but also create a lot of conversation.”

     

     

    Priyanka Chatterjee

    “It’s a real integrated campaign with TV, print, outdoor and social media work seamlessly together to drive. We hope best-in-class participation and engagement with the brand. The idea is core to the brand benefit and as the leader, only H&S has to right to say #DandruffNahiChalega”, said Priyanka Chatterjee, Senior Vice President, L&K Saatchi & Saatchi. The campaign goes live from today (Sep 1)

     

  • Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi

    Cadbury rolls out another occasion-based communication for Choclairs Gold

    By A Correspondent

     

    Mondelez India has launched its latest occasion-based TVC for Cadbury Choclairs Gold, the center-filled chocolate éclair. As a part of the marketing campaign, Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi. Backed by deep consumer insights, the new TVC targets the birthday celebrations segment with its ‘Birthday Pe Sirf Choclairs Gold’ campaign, encapsulating the memories of celebrating birthdays at school marked by the custom of distributing Cadbury Choclairs Gold amongst teachers and students.

     

    The TVC begins with two brothers leaving for school. The younger brother who plays the protagonist, appears to be apprehensive as he is celebrating his first birthday at a new school and has yet not made friends. The elder brother tries to cheer him up and hands over a Cadbury Choclairs Gold birthday pack to him. The protagonist’s fellow students slowly gather around him, wishing him and picking up pieces of the liquid chocolate candy. He is now happy with his peers and is further delighted when the school captain picks up a piece of Cadbury Choclairs Gold, calls him a champ and wishes him Happy Birthday.

     

    Amit Shah

    Commenting on the campaign, Amit Shah – Associate Director – Marketing – Gum, Candy & Beverages said, “Cadbury Choclairs Gold has been synonymous with the occasion of celebrating birthdays in schools. The center-filled chocolate éclair has been a popular choice for birthday celebrations in schools – this despite never having actively invested behind the occasion. Backed by deep consumer insights, the TVC aims to drive the sales of Choclairs Gold Birthday Packs tapping on this consumption occasion. It also aims at bringing back those nostalgic memories of distributing Cadbury Choclairs Gold on birthdays.”

     

     

    Delna Sethna

    Delna Sethna, Chief Creative Officer, L &K Saatchi & Saatchi said, “Every brief is a challenge. The solution to this one was staring at us all along. Cadbury Choclairs Gold has always been a popular Birthday candy brand, and the new TVC just reiterates this.  Coated in gooey caramel and oozing liquid chocolate! It’s not just any ol’ candy, its 100 pieces of nostalgia crammed in to the Birthday Pack.”

     

  • This campaign aims to educate young women about the early signs of ageing

    Olay gets Genelia to share her story in new campaign

    By A Correspondent

     

    Olay has launched its new campaign for Total Effects with new mom Genelia Deshmukh. Created by L&K Saatchi & Saatchi, this campaign aims to educate young women about the early signs of ageing.

     

    Speaking on the genesis of the campaign, Nikhil Ramesh, Brand Manager, P&G (Beauty care) said “It is our ongoing endeavour to educate the Indian woman about her skin and provide for the best skin care solutions for her. To drive home the message of how Indian women are facing early signs of skin ageing, in a relatable and credible way for Olay Total Effects, we needed a hook that’s relevant to the consumer. That’s when L&K Saatchi & Saatchi came up the Skin Age vs Real Age campaign. ”

     

    Delna Sethna

    Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi, says, “In testimonial formats, being genuine and credible is the biggest challenge. Having Genelia share her skin transformation story after motherhood..thanks to Olay..was just what was needed”. The film captures Genelia’s skin age being higher than her real age, due to post pregnancy and motherhood pressures till Olay Total Effects comes to her rescue and transforms her skin to its earlier youthful glow.

     

    Priyanka Chatterjee

    Priyanka Chatterjee, Vice President, L&K Saatchi & Saatchi adds, “In India, conversations about skin age are starting to build. We want to help young women understand what the signs of skin ageing are and fight it with Olay.”

     

  • The cricket commentary-inspired campaign hopes to stand out in the clutter of cricket-style communication

    Head & Shoulders unveils new cricket-inspired campaign

    By A Correspondent

     

    Head & Shoulders has launched a new campaign aimed at the cricket obsessed Indian guy. Created by L&K Saatchi & Saatchi, this cricket commentary-inspired campaign hopes to stand out in the clutter of cricket-style communication.

     

    The TVCs narrate the story of dandruff foiling a budding attraction at various situations, from a sangeet ceremony to a house party and even an elevator. Till H&S comes to the guy’s rescue and saves the day for him.

     

    Binu Ninan

    Binu Ninan, Brand Manager, P&G (Hair care) said, “H&S is a huge brand for P&G and we continue to be a favorite among Indian men. This time, we wanted a campaign that talks the brand message in the language of the H&S user and hence engages and connects with him, and what better than adding a little flavor of cricket. We have a holistic plan to drive this across relevant touch points.”

     

    Delna Sethna

    Talking on the inception of the idea, Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi, says, “The biggest creative challenge was to be disruptive, yet be relevant. Boy meets girl… boy loses girl, thanks to dandruff… boy reunites with girl, thanks to H&S… All pretty linear till you need to add cricket in to the mix, but we managed to get it right.”