MxMIndia

Tag: Digital L&K Saatchi & Saatchi

  • The campaign aims at bringing positive change to Mumbai and its infrastructure

    Digital L&K Saatchi & Saatchi conceptualises social campaign on online medium

    By A Correspondent

     

    This Independence Day, one message that was trending on the internet was the one conceptualised by Digital L&K Saatchi & Saatchi in association with Mumbai based NGO, Free A Billion. Titled ‘The Boy Who Will Not Stand For The National Anthem’, this simple video caught attention with it’s unique title and also it’s message. It was the touching story of Prakash, the young 16 year-old who lost his life last year because of a pothole.

     

    The aim of Free A Billion is to turn India’s commercial capital into the city it should be. The NGO aims to mobilise the Municipal Corporation, the State Government and the Central Government into taking action to halt the rapid decay of the city.

     

    Free A Billion’s strategy to rebuild the broken system is the Swatantra vote bank, and the film ends with urging citizens to unite and vote and therefore take the first step towards bringing positive change to Mumbai and its infrastructure.

     

    Aarti Samant, Associate Director – Planning & Strategy, Digital L&K | Saatchi & Saatchi said, “Free A Billion approached us with a clearly defined problem that of basic civil rights. We all face these issues in our day to day lives but more often then not fail to pay heed. We wanted this to become a peoples movement and therefore it was imperative to tell a true story. The campaign is not just meant for shares and hits but to give every mumbaikar a reality check. A reality check that would appeal to his conscience and drive him to take action.”

     

    For this purpose, the two organisations got in touch with Mr. and Mrs. Bilhore, the parents of Prakash. Via a simple, but hard hitting video, Digital L&K Saatchi & Saatchi along with Free A Billion decided to tell the story of how he will not stand up for the National Anthem this year along with the rest of us.

     

    Anoorupa Bose, Associate Creative Director, Digital L&K | Saatchi & Saatchi said, “This Independence Day, when people stand up for the national anthem, we wanted them to remember victims like Prakash who would not be standing with us. To realise that it’s not just government inefficiency, but our indifference that contributes to our broken system.”

     

    Charles Victor, National Creative Director, Digital L&K | Saatchi & Saatchi said, “We were very clear that we needed to be sensitive, not sensational. With communication like this, it’s easy to make it unecessarily dramatic and emotional. We didn’t need to. The theme and the story of Prakash were emotional enough. We were glad his parents actually held themselves together on this emotional shoot without breaking down like they did the previous day. In the end, we do hope we’ve helped in some small way to move people into action.”

     

  • Tata Capital is looking to create an ideal learning environment for the children

    Tata Capital supports the cause of Right to Education

    By A Correspondent

     

    Addressing the serious issue of illiteracy faced by small towns, Tata Capital’s ‘Do Right’ campaign reached out to Varanasi, Uttar Pradesh and identified a true Do Righter Ajeet Singh, founder of the unique Varanasi boat school.

     

    With an objective of engaging with the children of a community near River Ganga, Ajeet started a novel and innovative boat school for these children who otherwise would sit idle or pick rags. The boat school provides basic schooling here.

     

    In support of his noble initiative, Tata Capital is looking to create an ideal learning environment for the children of this boat school through a magical transformation. Starting with the makeover of the interiors, which includes renovations and repairs; to providing them with necessary facilities like a library, educational toys, stationery, a computer and a painting kit. For this a sum of INR 90,000/- is required to transform the boat.

     

    To support this cause, Digital L&K Saatchi & Saatchi through the social media properties will help highlight the initiative undertaken by Ajeet Singh and will aim at gaining support from the community at large in raising funds to enlighten the future of these children who are deprived of the basic right to education.

     

    Commenting on the Do Right campaign, Anil K Nair, CEO & Managing Director, Digital L&K Saatchi & Saatchi, said “How can we get ordinary consumers to participate in a brands philosophy and campaign? How do we convert the social media into a force for the good? ‘The Journey of Doing Right’ is a powerful campaign that is ‘live creativity’ as it’s best. A campaign that engages, inspires and involves people at the same time to participate in the philosophy of doing right. Let’s give the children of this unique boat school the ideal learning environment that they truly deserve. One can visit www.doright.in and contribute to this cause.”

     

    Recently, Digital L&K Saatchi & Saatchi successfully completed the story of Shikshangram Shelter on this Journey of Doing Right. Shikshangram Shelter, a Pune based NGO was going through financial crisis and was unable to bear overhead expenses, including their electricity bills. Digital L&K Saatchi & Saatchi reached out to various communities and managed to collect a sum of INR 1,26,500/- in just five days. With these funds Shikshangram Shelter is now a self-sustaining institute with solar panels installed across the premises.

     

  • In AdStrat, how Tata Capital wanted to connect with the digital audience in an engaging manner, getting them to participate in its brand philosophy…

    AdStrat: Do it Rght, urges Tata Capital

    Campaign:The Journey of Doing Right

     

    Brief:

    Tata Capital wanted to connect with the digital audience in an engaging manner, getting them to participate in its brand philosophy: “We only do what’s right for you”. Through the ‘Do Right’ initiative, they aimed at inspiring people to ‘Do Right’ & wanted to provide them with a platform to do so. The same was achieved with a successful first season of the ‘Half Stories’ initiative and are now in the midst of the next season with a larger objective.

     

    The TG:

    TG is people between the age group of 25-45, who believe in doing whatever they can for society and love helping those in need. They are either associated with an NGO or doing some on-ground work towards a social cause. There are many who often don’t know where to begin and Tata Capital wanted to give these individuals a platform to do so.

     

    The Insight:

    India is a land of a million challenges. Challenges like illiteracy, pollution and women empowerment that need greater attention. But while our country may face a million challenges, in us, it has 1.2 billion solutions.

     

    About the campaign:

    At every turn in this country, there is an issue staring at us. In fact, there are millions of micro stories in India that stem from macro challenges that are facing the nation. So an issue faced by one family could actually be a challenge faced by the entire nation. How can these issues be highlighted? A movement to get the support of the people of India towards these issues was needed – via a contribution or providing physical support.

     

    This season, Tata Capital started by asking India to identify the biggest challenges that face the country. We are now highlighting these challenges on a journey where we will discover real stories of obstacles, sacrifices and challenges that will take us across this vast nation. We will not only complete these stories, but also highlight the macro issues behind them facing India.

     

    It has successfully completed the first story in its Journey of Doing Right in the Little Rann of Kutch, Gujarat where, through an ingenious solution called a Wicking Bed, where we would be providing a permanent solution to the challenge of food scarcity.

     

    Anil Nair

    Anil S. Nair, CEO & Managing Partner, Digital L&K Saatchi & Saatchi said: “How can we get ordinary consumers to participate in a brands philosophy and campaign? How do we convert the social media into a force for the good? ‘The Journey of Doing Right’ is a powerful campaign that is ‘live creativity’ as its best. A campaign that engages, inspires and involves people at the same time to participate in the philosophy of doing right.”

     

    Veetik Deoras – Head – Brand Marketing, Corporate Communication and Digital Vertical at Tata Capital commented: “The Do Right initiative reflects the proposition of the Tata Capital brand – “We Only Do What’s Right for You”. The initiative aims to help spread the philosophy of Doing Right and provide platforms to ‘Do Right’. The Journey of Doing Right is one such key platform. As the first phase of this Journey, we identified the five biggest challenges that India today faces via an online survey (Tata Capital India4India Survey). Having identified these five challenges, we began the Journey of highlighting each of these using the powerful medium of story-telling. Our first story emanated in the Kharaghoda district of Little Rann of Kutch where the harsh terrain doesn’t allow food to grow. We and other ‘do righters’ came forward together to help alleviate Food Scarcity by providing an ingenious solution (‘wicking bed’) which reduces water requirement for growing vegetables by over 90%. The Do Right initiative, based on the insight that – doing right is inherent to all of us – has connected with thousands of individuals, using the power of digital medium, and helped them Do what is Right.”

     

  • Ashith Ballal and Divesh Swamikutty join in as Creative Directors and will operate from the Mumbai office

    Digital L&K Saatchi & Saatchi beefs up its creative team

    By A Correspondent

     

    Digital L&K Saatchi & Saatchi has strengthened its creative structure with the appointment of Ashith Ballal and Divyesh Swamikutty. Ashith Ballal and Divesh Swamikutty join in as Creative Directors and will operate from the Mumbai office.

     

    Ashith has previously worked at O4 digital, Channel V and Radio Mirchi along with taking up a lot of freelance assignments on brands such as Honda Mobilio, Ford, Reliance, and Volkswagen Polo.

     

    Divyesh has previously worked with Rage Communications and D’zine Garage on brands like Royal Enfield, Moods Condoms, Cavin Kare, Sterling Holidays, Colorplus, Airtel Money, Ashok Leyland, Club Mahindra, Murugappa Group, The Hindu, Sify and many more.

     

    Commenting on acquiring new talent Anil K Nair, CEO, Digital Law & Kenneth Saatchi & Saatchi said “Ashith comes from a digital and film making background and he brings with him great storytelling skillsets. Divyesh is one of the early pioneers of digital in India with lots of experience working across difficult markets and in start-up environments. They bring a fresh perspective to our creative team and will help raise the standard of creativity at Digital Law & Kenneth Saatchi & Saatchi and play an invaluable role not just for our clients but also for the agency.”