MxMIndia

Tag: Draftfcb + Ulka

  • When we spoke with some of his closest aides from Ulka (and even earlier), most felt too devastated to share a long tribute. While we were able to catch a quote from veteran adperson Nagesh Alai, the quotes from Ambi Parameswaran and Shashi Sinha are from an article we had done in September 2013 when Kapoor was felicitated with the Lifetime Achievement Award by the Advertising Agencies Association of India

    Nagesh Alai, Shashi Sinha & Ambi Parameswaran on Anil Kapoor

    Anil Kapoor, Chairman Emeritus, FCB Ulka, passed away in Mumbai on Monday after a prolonged illness.  

     

    A little about Kapoor from our archives and courtesy the Ulka website: His love for challenges saw him taking charge of Draftfcb+Ulka (Ulka Advertising, at the time), turning it into the fastest growing agency in India and taking its rightful place as one of the ‘Big Five’. With the formation of Draftfcb in 2006, Mr Kapoor was appointed as Draftfcb President with responsibility for Asia-Pacific region and Africa.

     

    He was appointed Chairman Emeritus of Draftfcb + Ulka, after a 22-year stint with the company and its other associated agencies. As one who is known to make things happen, his role expanded naturally into industry bodies. He is a Past President of the Advertising Agencies Association of India (AAAI), the Chairman of the Audit Bureau of Circulation of 2007-08 and was also on the Management Board of the National Readership Survey and the Television Audience Measurement Research. He was also on the Editorial Advisory Board of The Economic Times. In May 2002, Mr Kapoor was also inducted into the Foote, Cone & Belding’s Worldwide Board.

     

    Before joining Draftfcb+Ulka Kapoor was with the Boots Company, India, for 14 years, where, as the Marketing Director, he launched a string of brands, all of which went on to become No. 1 in their markets. At Boots, he also set up two field forces, one for consumer products and the other for ethical pharmaceutical products. Before that, he was with the legendary agency MCM and though not the cause, he says he had to preside over its closure – quite a learning experience! Kapoor grew up in Delhi and graduated with a BA in English Literature from St. Stephen’s College, Delhi and then did his MBA from the Indian Institute of Management, Ahmedabad.

     

    When we spoke with some of his closest aides from Ulka (and even earlier), most felt too devastated to share a long tribute. While we were able to catch a quote from veteran adperson Nagesh Alai, the quotes from Ambi Parameswaran and Shashi Sinha are from an article we had done in September 2013 when Kapoor was felicitated with the Lifetime Achievement Award by the Advertising Agencies Association of India. 

     

    Nagesh Alai

    Nagesh Alai

    Veteran adperson, business advisor and columnist

     

    A vision of purpose and a mission of execution was the hallmark of a man called Anil Kapoor. A huge banyan tree under whom everybody flourished. Quite simply,  Ulka shone brighter because of his effulgence. A true leader who will be sorely missed by legions of people and brands. The advertising and marketing fraternity have lost a doyen…. Anil was a wonderful persona of a tough exterior and a soft interior who would go out of the way to help people close to him. He was a mentor par excellence. A void difficult to fill.

     

     

    Shashi Sinha

    Shashi Sinha

    CEO, IPG Mediabrands and Lodestar UM

     

    They don’t make people like Anil Kapoor these days.

     

    I have had the good pleasure of working with Draftfcb+Ulka a few years before he joined the agency from a strong client background. In fact that possibly ensured that he was very focused on deliveries.  As someone who helmed the agency for many years and even now as Chairman Emeritus, we and our clients included have always known him to be a no-nonsense man. Forthright, never into any frivolous conversation. He was always focused on the task on hand.

     

    He had a keen eye on the business and would actively engage with all his clients.  Even now when some of us meet him, his observations are pertinent to the business and may I say: bang-on. Anil Kapoor has always been an excellent people manager considering his team has been together for so long.

     

    I have always had an excellent rapport with him and have found in him a Guru whom I admire and respect.

     

    Ambi ParameswaranAmbi Parameswaran

    Veteran adperson, author and columnist

     

    I have worked with Anil Kapoor for over two decades and I have seen him in various roles, as Head of Marketing of a large British multinational, as a CEO of a pioneering media company and as a CEO of a struggling ad agency. One thing that defines him is his ‘Never Say Die’ attitude. When he joined Ulka no one thought he had a chance of saving an agency that was fast sinking. In fact someone who is revered in advertising world even told me that I was mad to join Anil Kapoor in his mission of saving an ailing Indian agency. Anil proved all his detractors wrong though his passion, attitude and commitment to the cause. He also showed the industry how to build a strong team and keep it together for two decades. How to build an agency group entirely from within, and without the help of international experts and hand-me-down accounts. He demonstrated how to partner clients at senior levels to launch one successful brand after another,  in tough market conditions. As Ulka became FCB Ulka and later DraftFCB Ulka, his managerial and leadership skills got recognized on the global stage, many times over.

     

    Anil Kapoor, who was seen as an outsider in the Industry, was soon accepted as an equal and may be as a ‘more than an equal’. He went on to play leadership role in various industry bodies such as AAAI and ABC. He was instrumental in setting up the independent NRS survey in the mid-’90s. He also played a very vital role in helping the formation of IBF as a body that could work with AAAI to create norms and processes on how agencies work with television.

     

    We don’t have too many people in advertising industry today who can fill his shoes.

     

  • Shashi Sinha & M G Parameswaran pay tribute to Anil Kapoor who will be presented the Life Achievement Award by the AAAI

    Anil Kapoor: An ‘Outsider’ who was more than an ‘Equal’

     

    All roads lead to the Trident at Nariman Point today (Sept 27) as the Advertising Agencies Association of India felicitates and awards Anil Kapoor, Chairman Emeritus, Draftfcb+Ulka with the Lifetime Achievement Award.

     

    A little about Mr Kapoor, courtesy the Draftfcb+Ulka website: His love for challenges saw him taking charge of Draftfcb+Ulka (Ulka Advertising, at the time), turning it into the fastest growing agency in India and taking its rightful place as one of the ‘Big Five’. With the formation of Draftfcb in 2006, Mr Kapoor was appointed as Draftfcb President with responsibility for Asia-Pacific region and Africa.

     

    He was appointed Chairman Emeritus of Draftfcb + Ulka, after a 22-year stint with the company and its other associated agencies. As one who is known to make things happen, his role expanded naturally into industry bodies. He is a Past President of the Advertising Agencies Association of India (AAAI), the Chairman of the Audit Bureau of Circulation of 2007-08 and was also on the Management Board of the National Readership Survey and the Television Audience Measurement Research. He was also on the Editorial Advisory Board of The Economic Times. In May 2002, Mr Kapoor was also inducted into the Foote, Cone & Belding’s Worldwide Board.

     

    Before joining Draftfcb+Ulka, Mr Kapoor was with the Boots Company, India, for 14 years, where, as the Marketing Director, he launched a string of brands, all of which went on to become No. 1 in their markets. At Boots, he also set up two field forces, one for consumer products and the other for ethical pharmaceutical products. Before that, he was with the legendary agency MCM and though not the cause, he says he had to preside over its closure – quite a learning experience! Now a confirmed Mumbaikar, Mr Kapoor grew up in Delhi and graduated with a BA in English Literature from St. Stephen’s College, Delhi and then did his MBA from the Indian Institute of Management, Ahmedabad.

     

    Dr M G Parameswaran

    Executive Director and CEO, Draftfcb + Ulka

    I have worked with Anil Kapoor for over two decades and I have seen him in various roles, as Head of Marketing of a large British multinational, as a CEO of a pioneering media company and as a CEO of a struggling ad agency. One thing that defines him is his ‘Never Say Die’ attitude. When he joined Ulka no one thought he had a chance of saving an agency that was fast sinking. In fact someone who is revered in advertising world even told me that I was mad to join Anil Kapoor in his mission of saving an ailing Indian agency. Anil proved all his detractors wrong though his passion, attitude and commitment to the cause. He also showed the industry how to build a strong team and keep it together for two decades. How to build an agency group entirely from within, and without the help of international experts and hand-me-down accounts. He demonstrated how to partner clients at senior levels to launch one successful brand after another,  in tough market conditions. As Ulka became FCB Ulka and later DraftFCB Ulka, his managerial and leadership skills got recognized on the global stage, many times over.

     

    Anil Kapoor, who was seen as an outsider in the Industry, was soon accepted as an equal and may be as a ‘more than an equal’. He went on to play leadership role in various industry bodies such as AAAI and ABC. He was instrumental in setting up the independent NRS survey in the mid-’90s.  He also played a very vital role in helping the formation of IBF as a body that could work with AAAI to create norms and processes on how agencies work with television.

     

    We don’t have too many people in advertising industry today who can fill his shoes.  While Anil Kapoor continues to serves as the Chairman Emeritus of Draftfcb Ulka Group and continues to play the role of an advisor to the Group which he built,  he has not been involved with industry affairs for almost a decade. I am sure it is the industry’s loss that he decided to move on. But then, all things have to change, and that is not an entirely bad thing after all.

     

    Shashi Sinha

    CEO, IPG Mediabrands and Lodestar UM

    They don’t make people like Anil Kapoor these days.

     

    I have had the good pleasure of working with Draftfcb+Ulka a few years before he joined the agency from a strong client background. In fact that possibly ensured that he was very focused on deliveries.  As someone who helmed the agency for many years and even now as Chairman Emeritus, we and our clients included have always known him to be a no-nonsense man. Forthright, never into any frivolous conversation. He was always focused on the task on hand.

     

    He had a keen eye on the business and would actively engage with all his clients.  Even now when some of us meet him, his observations are pertinent to the business and may I say: bang-on.

     

    Anil Kapoor has always been an excellent people manager considering his team has been together for so long.

     

    I have always had an excellent rapport with him and have found in him a Guru whom I admire and respect.

     

  • Ms Chaturvedi joins Cogito after a five-year stint with the Aditya Birla group

    Mahuya Chaturvedi joins Cogito as Managing Partner

    By A Correspondent

     

    Mahuya Chaturvedi

    Mahuya Chaturvedi has joined Draftfcb Ulka group’s brand and strategy consulting division Cogito Consulting as Managing Partner. Prior to joining Cogito she was with the Aditya Birla Group for five years handling several brand launches and brand extensions.

     

    Said M G Parameswaran, ED & CEO of Draftfcb Ulka Advertising: “Mahuya brings in some really valuable experience to our Cogito Consulting arm. She is no stranger to the Group having worked for five years at Lodestar. It is a second innings for her and I am sure, just as the first time, she will once again be a great contributor to the intellectual fire power of the agency group.”

     

    Said Ms Chaturvedi: “The impressive array of clients that Cogito has worked on, its international quality tools and its strategic contribution to some of the leading brands in the country is an opportunity that I greatly value to work with.”

     

     

  • The 30-second TV commercial features a first-of-its-kind 'car flash mob'. A group of young executives perform a series of dramatic synchronized stunts at a bustling corporate park

    Draftfcb Ulka creates new campaign for Indigo eCS

    In keeping with the marketing objectives of the Indigo eCS, Draftfcb Ulka has created an advertising approach where the new product features are aptly highlighted in light of the ‘new attitude’ of the Indigo eCS. The 30-second TV commercial features a first-of-its-kind ‘car flash mob’.  A group of young executives perform a series of dramatic synchronized stunts at a bustling corporate park.

     

    On the rationale behind the campaign, Kartik Smetacek, Group Creative Director, Draftfcb Ulka, said, “The task was to give the car not just a new positioning, but also a new personality. So while the commercial is designed to showcase the car and all its updated features, it’s also designed to engage with a new generation of potential customers.”

     

    Mr. Virat Khullar, Category Head – Sedans said, “Indigo eCS comes as a refreshing option for the young ambitious professional who seeks an aspirational offering. The car redefines the category with over a dozen first in class attributes.”

     

    Ranging from popular television channels, to print, outdoor and online, the 360-degree campaign endeavours to maximize the experience of the new Indigo eCS at various touch points.

     

    Credits:

    Client: Tata Motors

    Agency: Draftfcb Ulka

    National Creative Director: KS Chakravarthy (Chax)

    Group Creative Director: Kartik Smetacek

    Creative Director: Devendra Mankame

    Creative Team: Donovan D’Souza, Mayuresh Wagle, Tushar Sawant, Roshan Pawaskar, Vishal Rajpurkar

    Client Servicing: Kailash Kondath, Sneha Shenoy, Ekta Verma

    Planning: Sunil Shetty, Mayur Kaku

    Films: Alpa Jobalia, Stanley Christian

    Production house: Cutting Edge Pictures

    Director: Andrew Hardaway

     

  • The TVC urges consumers to slow down and catch up over an Amul Ice Cream tub

    Draftfcb Ulka creates new TVC for Amul Ice Cream

    By A Correspondent

     

    Life is increasingly hectic and people have less time to spend with family and friends. Amul Ice Cream’s new TVC urges people to squeeze out time for their family and friends, and celebrate the simple joys of life with ice cream in the new range of take-home tubs. The TVC, created by Draftfcb Ulka, urges consumers to slow down and catch up over an Amul Ice Cream tub.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=gFnm970P_iU[/youtube]

    Haresh Moorjani, Group Creative Director, DraftfcbUlka, said, “Amul encourages you to step out and re-connect with people over a tub of ice cream. The film says that though life is fast paced but there’s no reason why we cannot slow down for a moment and catch up to share good times, memories over, of course, a tub of Amul Ice Cream.”

     

    “The new Amul range is a great opportunity to encourage consumers to connect over a tub of ice cream,” said Nitin Karkare, Chief Operating Officer, Draftfcb Ulka, Mumbai.

     

    R S Sodhi, Managing Director, GCMMF Ltd. said, “With a strong network across more than 800 cities in India Amul Ice Cream reaches every Indian. It also ensures that we cater to the varied preferences of consumers through the country. The take-home ice cream segment is the fastest growing as the consumer is no longer having ice creams just for special occasions. Ice creams are a great way to catch up, connect and enjoy the small moments of joy. The new Tub TVC captures just that.”

     

    CREDITS

    Brand: Amul Ice Cream

    Agency: Draftfcb Ulka (Mumbai)

    National Creative Director: K S Chakravarthy

    Group Creative Director: Haresh Moorjani

    Creative team: Bhushan Pandit, Jitesh Ramakrishnan, Samiksha Saxena

    Account Management: Ruta Patel, Pranay Merchant, Shweta Tiwari, Tejashree Savant

    Agency Producers: Alpa Jobalia, Stanley Christian, Sukirth Rao

    Production House: Blue God Films

    Director: Vivek Chauhan

    Producer: Ravneet Mahajan

    Account Planning: Mubina Quraisshi

     

  • Draftfcb Ulka has created two new TVCs for Tata Docomo, taking the network's story further into the domain of social networking

    Draftfcb Ulka creates two TVCs for Tata Docomo

    By A Correspondent

     

    Draftfcb Ulka has created two new TVCs for Tata Docomo, taking the network’s story further into the domain of social networking. Having embarked on a journey for driving data connectivity through “Network everywhere. Always”, the new TVCs highlight the advantage of being on the network for those whom social networking is the means to have an on-going conversation with their world.

     

    Capturing the very innate need of today’s youth to share their experiences real-time through photographs, videos and posts on social networking sites of their choice. Not having access to a data connection creates a vacuum in their life and this is where Tata Docomo ubiquitous network and data plans come in.

     

    Vasudha Misra, Sr Creative Director, Draftfcb Ulka says, “We took the age old idea of sharing and gave it a facelift. The idea here was to express the impulse to share our experiences and stories as we live them.”

     

    The creative idea takes the leap from this very need of today’s youth, the need to stay connected from anywhere, anytime. This is being driven through the plot in the TVC that of a guy sharing his experience on a hill top with his friends and family.

     

    Ritesh Ghosal, Head – Brand Marketing, Tata Docomo, says, “Tata Docomo has long been the preferred choice of the internet using audiences because of its flexible plans and superior data experience. The new campaign brings to life the advantages of being on a robust data network for people who can be struck with the impulse to share anywhere, anytime.”

     

    The campaign has two TVCs, which went on air in February.

     

    Credits

    National Creative Director – KS Chakravarthy

    Sr. Creative Director – Vasudha Misra

    Creative team – Deepika Chauhan, Robin Thomas, S Srinath, Sandeep Kalra

    Account Management – Sridhar Iyer, Sudipto Poddar, Kanika Rawal, Anuraag Shrivastav &

    Dyuti Biswas

    Agency Producers – Alpa Jobalia, Mazhar Khan

    Production House – Footcandles Production

    Director – Ayyappa

    Producer – Amarjeet Phukan

     

  • With the new campaign "Fashion Nikla Mann Fisla", Jabong.com hopes to capture the attention of the fashion-conscious shopper

    Draftfcb Ulka creates new temptation for Jabong

    By A Correspondent

     

    Jabong.com, the fashion and lifestyle portal has unveiled their new multi-media campaign on 22nd February. Draftfcb Ulka, the communication and strategy partner conceptualized and executed the campaign. With the new campaign “Fashion Nikla Mann Fisla”, Jabong.com hopes to capture the attention of the fashion conscious shopper looking for a one-stop shop and an unparalleled shopping experience. The behavioral insight behind the campaign is that the shopaholic youth of today prioritize their shopping needs over all else.

     

    [youtube width=”400″ height=”220″]https://www.youtube.com/watch?v=l7y00QXefFs[/youtube]

    Research indicates that consumers generally shop on a whim and do not plan out their purchases. While in the act, they happily submit to the enchanting world of shopping, not letting after-effects play spoil sport. This insightful take on human behaviour will resonate with consumers and help in transforming Jabong.com from a cold and functional area of fashion into a human area.

     

    The campaign created by Draftfcb Ulka, shows situations where the protagonists prioritize their shopping needs over other important situations. This brilliantly elucidates the allegory of Jabong.com being a ‘temptation island’ of latest trends and styles, where the consumer will be selfish for his shopping needs and prioritize them over all else.

     

    Sanjay Sharma, Group Creative Director, Draftfcb Ulka, said, “The main objective of the new campaign is to differentiate Jabong.com in the crowded online shopping business while at the same time establishing its supremacy in the space of trends, styles and all things fashion. When it comes to the youth, there is a certain selfishness associated with shopping and we wanted to bring out this prioritization of shopping over all else in our campaign in a tongue-in-cheek manner which will resonate with our target audience.”

     

    Explaining how the campaign will differentiate Jabong.com from its competitors, Sridhar Iyer, Senior Vice President, Draftfcb Ulka, said, “I believe that this campaign will help develop a definitive identity to the brand. Jabong.com has taken a different path than its competition by focusing on the shopper and his shopaholic attitude towards shopping; while the competition communication remains around making the online shopping process easier.”

     

    Ranging from popular television channels, to print, outdoor and online, the 360-degree campaign endeavors to maximize this objective at various touch points.

     

    Credits:

    Client: Jabong.com

    Agency: Draftfcb Ulka

    National Creative Director: KS Chakravarthy (Chax)

    Group Creative Director: Sanjay Sharma

    Creative Team: Abhijeet Ray, Thupten Londhen, Indrani Vohra, Somil Bhatia

    Client Servicing: Sanjay Tandon, Sridhar Iyer, Akshatha Bhat, Varun Tanwar, Vidushi Goyal

    Planning: Sidharth Grover

    Films: Alpa Jobalia, Mazhar Khan

    Production house: Storytellers

    Director: Arun Gopalan

     

  • Sachin Das Burma has joined the Delhi office of Draftfcb Ulka Advertising as a Group Creative Director

    Sachin Das Burma joins Draftfcb Ulka in Delhi

    By A Correspondent

     

    Sachin Das Burma has joined the Delhi office of Draftfcb Ulka Advertising as a Group Creative Director. He comes to the team having built his credentials across several marquee brands like Hero, Airtel, Nokia, Pepsi, Timex, GSK, Dabur, amongst others, and having earned recognition at all premiere advertising forums like Effies, Goafest and D&AD. He has worked at Contract, Bates & most recently was the Senior Creative Director & VP at JWT Delhi.

     

    Announcing the move, K S Chakravarthy (Chax), National Creative Director, Draftfcb Ulka Advertising, commented, “Sachin is a natural-born big ideas guy who enjoys working on big, challenging brands as much as he enjoys doing fun creative stuff. I am confident he will effortlessly fit into our high quality team in Delhi, and help drive our creative agenda.”

     

    Sanjay Tandon, COO, Draftfcb Ulka Advertising, Delhi, said, “In Sachin, beyond the competence, I see values that are dear to us – stability, team work and desire for excellence. He joins the senior team to push us faster towards where we want to go…creating game changing ideas that Build BrandWealth.”

     

    Mr Das Burma said, “I have always liked the Draftfcb Ulka way of thinking and wanted to become a part of a team that cherishes common values.” Referring to Arvind Wable, Advisor to the Board, he stated, “Arvind’s long term belief in a ‘happy people culture’ and its effect in building a strong business for over 20 years was a convincing factor in my decision. And being hired by Chax was indeed a high.”

     

  • Draftfcb Ulka has created a new campaign for Tata Motors which has unveiled the Vista D90, positioned as a hatchback that is designed to thrill

    Draftfcb Ulka creates new campaign for Tata’s Vista D90

    By A Correspondent

     

    Draftfcb Ulka has created a new campaign for Tata Motors which has unveiled the Vista D90, positioned as a hatchback that is designed to thrill.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=RKqqGHXXj8A[/youtube]

    The TVC shows two Vista D90s driving alongside each other with parasailers, attached to the rear of the car, being lifted in the air as the cars catch speed. The analogy highlights the Vista D90’s powerful 90 PS engine and its claim of being ‘designed to thrill’.

     

    On the rationale behind the campaign, Kartik Smetacek, Group Creative Director, Draftfcb Ulka, said, “The commercial is essentially a demonstration: Of power, of thrill, of the adventurous, adrenaline-fuelled lifestyle that defines the new Tata Motors.”

     

    Amit Sagar, Head, Vista Product Group, said, “The Vista D90 comes as a refreshing option for the thrill-seeking youth of today. The car redefines the category with over a dozen first in class attributes.”

     

    Kartik Smetacek

    Ranging from popular television channels, to print and online, the 360-degree campaign would maximise the experience of the new Vista D90 at various touch points.

     

    Credits:

    Client: Tata Motors

    Agency: Draftfcb Ulka

    National Creative Director: K S Chakravarthy

    Group Creative Director: Kartik Smetacek

    Creative Director: Devendra Mankame

    Creative Team: Donovan D’Souza, Mayuresh Wagle, Tushar Sawant, Roshan Pawaskar, Varsha Kahridaha

    Vice President: Kulvinder Ahluwalia

    Client Servicing: Kailash Kondath, Nisha Philip, Manan Valia

    Planning: Sunil Shetty, Mayur Kaku

    Films: Alpa Jobalia, Vikas Malhotra

    Production House: Chrome Pictures

    Director: Amit Sharma

     

  • Draftfcb Ulka has announced the appointment of Trishay Kotwal as Creative Director

    Draftfcb Ulka appoints Trishay Kotwal as CD

    By A Correspondent

     

    Draftfcb Ulka has announced the appointment of Trishay Kotwal as Creative Director.

     

    Mr Kotwal started off at Grey Worldwide as a trainee after completing his post-graduation in Mass Communication from The Delhi School of Communication. In a career spanning a decade he has worked in Delhi and Mumbai, with Enterprise Nexus, Alok Nanda and Company, Rediffusion Y & R and McCann Erickson; he has worked on leading flagship accounts such as Arrow, Taj Hotels, L’Oreal Paris, Marico and General Motors.

     

    Mr Kotwal said, “I am excited to work on Draftfcb Ulka’s portfolio of clients. It’s a very interesting mix and both Kartik and Chax are people I’ve wanted to work with for a while now. I look forward to some great opportunities here.”

     

    Commenting on the appointment, Kartik Smetacek, Group Creative Director, Draftfcb Ulka said, “Trishay is a very talented writer and a valuable addition to the team. He will be handling an important set of accounts, and we look forward to some great work from him.”

     

  • A team from Cogito Consulting has won the BMA competition for young managers 2013

    Cogito team wins Young Managers competition

    By A Correspondent

     

    The winning team from Cogito Consulting with the judges

    Saket Agarwal and Sonam Jain from Cogito Consulting, the independent consulting division of the Draftfcb Ulka group, won the BMA-FOSTIIMA Institute competition for young managers. The competition was judged by Hemant Kombrabail – Director of Marketing, Etch Square Medinet & E-Trading Pvt. Ltd. and Shyamkant Surve – Marketing Professor at Sinhgad Institute of Business Management.

     

    Into its second year, the competition witnessed participation of teams from leading corporates such as Tata Consultancy Engineers Limited and Blue Star Limited, and management colleges like Mumbai Educational Trust (MET), Sydenham Institute of Management Studies, Jankidevi Bajaj Institute of Management Studies, etc.

     

    The Cogito team selected the topic ‘It’s a leader who makes or breaks the companies – Indian Story.’ As part of the process, they submitted a 2,000-word article and also made a presentation to the panel of judges. As a part of their rigour, the team conducted extensive research including interviews with people who had experience in organizations with great leadership. They put forth some interesting cases on companies which saw ups and downs primarily because of the leadership. The team also wove in important lessons from the Ramayana to support the fact that corporate leaders are no less than the leaders from Indian mythology.

     

    The winning team said, “We were thrilled to win a competition held by an iconic institution – the BMA, which is today almost 60 years old. Our victory can be attributed to our learning from various projects that we execute at Cogito Consulting and the mentoring our seniors gave us. This great start to 2013 has motivated us to achieve much more.”

     

  • 'Sochna Bhi Mat' is the launch camapign for real estate portal 99acres.com

    Draftfcb Ulka creates a new campaign for 99acres

    By A Correspondent

     

    The launch campaign created by Draftfcb Ulka was focused on establishing 99acres.com as the one place to log on to for the best properties and deals. With time however, a plethora of new entrants have entered this space. Therefore the task of the next phase of communication was to showcase the various possibilities that the site offers in terms of buying, selling and renting properties.

     

    Draftfcb Ulka’s latest campaign therefore brings this message to life in an engaging manner which not only resonates with the young audience but also entertains them.

     

    Creative Director, Draftfcb Ulka-Delhi, Sanjay Sharma talking about the campaign says “It’s a topical thing. Everyone is talking about rent, buy and sell. We just took it as a tactical exercise for the brand and have done it in a more engaging and entertaining manner.”

     

    The TVC uses an interesting set-up of a young man meeting his prospective father-in-law. With a healthy dose of humour weaved in, the film plays up the true to life insight that a father’s foremost concern is whether the man proposing to his daughter owns a house or not. The commercial goes on to show the protagonist winning over his difficult-to-please father-in-law with the help of solutions from 99acres.com.

     

    ‘Sochna bhi mat’ is a key line used and one gets to see different connotations of it in the film. Hence the brand would continue with the theme of ‘Sochna bhi mat’ across other mediums as well, playing it up differently depending on the possibilities attached with each medium.

     

    Draftfcb Ulka’s Delhi COO Sanjay Tandon feels, “One of the important aspects of online brands is the need to project differentiation through brand personality. A charming insight coupled with a delightful storyline helps progress the brand in this short film.”

     

    Client: Info Edge (India) Limited

    Brand: 99acres.com

    Creative: Sanjay Sharma

    AD Agency: Draftfcb Ulka, Delhi

    Servicing: M N Damodaran, Nidhi Agrawal, Harshit Arora

    Film Production Executive: Mazhar Khan

    Production House: Boot Polissh Films

    Director: Siddharth Sikand