MxMIndia

Tag: Draftfcb + Ulka

  • To leverage this association, GCMMF has created a TVC which shows a girl made of milk performing the sports which are part of Olympics

    Amul to sponsor India at London Olympics

    By A Correspondent

     

    The year 2011 saw Amul sponsoring theNetherlandscricket team in the ICC Cricket World Cup and Switzerland-headquartered Sauber F1 team at the inaugural Indian Grand Prix. In 2012,Asia’s largest milk brand will now be sponsoring the Indian contingent at the London 2012 Olympic Games.

     

    Mr. RS Sodhi, Managing Director GCMMF said: “Amul is committed to strengthening the Olympic movement in India and encourage young generation from all corners of the country to take up Olympic sports.”

     

    Explaining the rationale of this association, he said that milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Nutritious dairy diet is an important part in the diets of athletes around the world. India is the largest producer of milk in the world and Amul is not only India’s but Asia’s largest milk brand.

     

    To leverage this association, GCMMF has created a TVC which shows a girl made of milk performing the sports which are part of Olympics. Liquid simulation was extensively used for generating realistic animation of milk to form the body shape and movements of the girl.

     

    “How many people are aware that milk is actually the world’s original energy drink…. completely natural and loaded with nutrients. The commercial effectively communicates that, while making the connection between Amul and Olympics,” said Nitin Karkare, Chief Operating Officer, Mumbai, Draftfcb Ulka.

     

    The TVC is scripted by Haresh Moorjani, Group Creative Director, Draftfcb Ulka. Mr Moorjani said: “As the official sponsor of the Indian team for the 2012 Olympics, Amul’s commitment to health is best defined by its signature product – milk. The film demonstrates the potency of the world’s original energy drink by its lusciousness as it transforms into the ‘milk girl’ making milk magical and appetizing for both, kids as well as adults.”

     

    The new campaign will be aired on more than 50 television channels. It has already started getting very good feedback in social media.

     

    Gujarat Cooperative Milk Marketing Federation is India’s largest food products marketing organization. It procures 4 billion litres of milk annually from 3 million milk producers in more than 16,000 villages, twice a day, and processes and markets its product range comprising butter, cheese, ice cream, fresh milk, yoghurt, milk powders, UHT milk, flavoured milk, ghee, paneer etc in 3000 cities and towns of India and 40 countries around the world. Its annual sales turnover in 2011-12 was US$ 2.4 billion.

     

    Credits:

    Agency: Draftfcb Ulka

    NCD: K. S. Chakravarthy

    Creative team: Haresh Moorjani, Mehul Patil

    Client Servicing: Nitin Karkare, Ruta Patel, Rohan Patil, Ruchi Agrawal

    Account Planning: Vidyadhar Wabgaonkar, Mubina Quraisshi

    Films Coordinator: Alpa Jobalia, Stanley Christian, Ganesh Iyer

    Production House: Famous House of Animation

    Producer & Director: Jayant Hadke

     

  • Draftfcb Ulka, Bangalore has created an ad showcasing beautiful women of today, from different walks of life, all coming together to unveil the new ‘sunehra’ Santoor.

    Santoor goes golden for silver anniversary

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=FFcl8OCEd0c[/youtube]

    By A Correspondent

     

    Soap brand Santoor has decided to celebrate its 25th anniversary by documenting the journey of women who have changed with the world, achieving new heights and making a difference.

     

    Santoor started its journey as a sandal & turmeric soap focused on the ingredient benefits. Draftfcb Ulka crafted a benefit-led positioning of a ‘skin that lies about your age’. It was based on a universal insight that looking younger than their age is a big high for women. The creative idea of a mother being mistaken for someone younger has remained consistent for the last two decades. The creative execution however, has kept pace with the changing times and the portrayal of the Santoor protagonist has consistently been refreshed and modernized. The success of the brand – as India’s third largest soap today, is a testimony to the power of the idea.

     

    On the eve of its 25th Anniversary, Santoor has created a new identity for the brand with a new logo and a new pack. It was an opportunity to modernize the brand, make every Santoor user feel proud about the brand and appeal to a wider audience. It was also an opportunity to do something different, while adhering to the brand’s core values of offering younger looking skin. So, to unveil this new identity and create some sense of excitement about the new Santoor, Draftfcb Ulka, Bangalore has created an ad showcasing beautiful women of today, from different walks of life, a photographer, a choreographer, an executive, a musician and many more, all coming together to unveil the new ‘sunehra’ Santoor.  Shot in a picturesque natural surroundings, the films captures the essential nature of the brand promise, goodness of natural ingredients, that come together to offer great skin, that makes you look years younger.

     

    According to Chax, National Creative Director, Draftfcb Ulka, “The film not just celebrates the evolution of women but also celebrates beauty…as anenduring beauty”. According to Siddhi Desai, Copy Supervisor, Draftfcb Ulka, Bangalore, “The new Santoor film is a toast to all the women of today. It is something Santoor hasn’t seen before; it is something the beauty category has never seen before.”

     

    The music and a theme song has specially been composed by Anand for the film. There is a memorable two-line refrain that is bound to resonate with the consumers for a long time.

     

    Directed by Vishal Manglorkar of Milestone Films and shot by cinematographer Sejal Shah, this blockbuster, with its scale, lilting music and beauty is bound to make the brand appealing to an even wider audience and take the brand to a higher level of success.

     

    Credits:

    Agency: Draftfcb Ulka

    National Creative Director:K.S. Chakravarthy

    Creative Directors: Dharmesh Shah, Siddhi Desai

    Client Servicing: Deepak Kohli, Syed Imran, ArathiAravind and Celia Vincent

    Films Co-ordinators: AlpaJobalia, Stanley Christian

    Production house: Milestone Films

    Producer: Fareed Khan

    Director: Vishal Manglorkar

    Cinematographer: Sejal Shah

    Music Director: Anand

     

  • The supplement highlights some important scenarios that will help build brands for not just the next few years, but well into the next 50

    DraftFCB Ulka’s Cogito Consulting & Asterii Analytics Release India 2061 Report

    By A Correspondent

     

    Cogito Consulting and Asterii Analytics present a fitting finale to the Draftfcb Ulka Group’s 50 Year Celebration, with a projection of whatIndiacould be when the Group celebrates its centenary. After digesting reports from over 150 sources, more than 1000 pages of data, talking to experts, economists, academics, a concise form was put in public domain on February 29.

     

    Coming from the context and belief that brands have a potential for immortality and last well beyond brand managers and sometimes even companies and owners, it may be necessary to plan for brands well beyond just the next 3-5 years.  The supplement highlights some important scenarios that will help build brands for not just the next few years, but well into the next 50.

     

    Some key aspects of the report on ‘India 2061’.

    • From a pre-dominant rural population today urbanization will lead to rural population constituting to about 43 per cent of the total population.
    • Average life expectancy to go up to 79 years and number of senior citizens to grow from 8per cent  to about 24 per cent  of the population.
    • Within the next 10 years, literacy levels are projected to jump to 95 per cent  with almost complete literacy achieved by about 2030.
    • Internet penetration will touch 92.7 per cent  with over 1592 million users.
    • Per capita income will be up to Rs11,63,000 from the current Rs. 37,000.
    • There will be an estimated 319 million four-wheelers and 573 million two-wheelers making a total of 900 million vehicles on the Indian roads.
    • Number of air travellers will double every decade andtouch 860 million in 2061.
    • Televisions are expected to achieve a 97 per cent  penetration with over 50 per cent  homes boasting of multiple TV sets.
    • Ad spends are expected to grow to Rs33 trillion by 2061 and contribute a wholesome 1.5 per cent  of the GDP.
    • The movie industry acrossIndiawill produce about 2234 films in 2061 i.e. more than all the Hindi movies produced between 1961 and 1991 in India.

     

     

    The knowledge piece has been released in a leading publication and is available on www.cogitoconsulting.com

     

  • Stalwarts from advertising and media paid fulsome tributes to the memory of Bal Mundkur, at a prayer meeting held in Mumbai.

    Industry veterans remember Ulka founder Bal Mundkur

    By a Correspondent

     

    Draftfcb Ulka Group held a prayer meeting in memory of the late Bal Mundkur, veteran adman and founder of what is today Draftfcb Ulka. The prayer meet was held on Thursday, January 19, 2012 at Yashwantrao Chavan Pratisthan in Nariman Point, Mumbai.

     

    Piyush Pandey, Executive Chairman and Creative Director, South Asia Ogilvy & Mather India; Alyque Padamsee, theatre personality and ad film-maker; Gerson da Cunha, stage and film actor, social worker and author; and theatre veteran Dolly Thakore were some of the notable personalities from the advertising and media fraternity, other than the leadership team from Draftfcb Ulka who attended the prayer meeting.

     

    Shashi Sinha, CEO, Lodestar UM remembered the late Mr Mundkur as a man who was always a leader, and never a follower. A man who was very generous, always ready to help those who needed help, and a man who did not work for money alone but, also for a lot of noble causes which he did not give up even after his retirement. Mr Sinha pointed out that Mr Mundkur had left his cushy job to start his own agency, and that he named the agency – Ulka – at his mother’s suggestion.

     

    A two-minute silent prayer was observed in memory of Mr Mundkur which was again followed by close friends, associates, former colleagues etc. sharing their thoughts and memories of the late advertising veteran.

     

    Mr da Cunha highlighted the recently released ‘Ad Katha’, a special volume tracking the history of Indian advertising, as one of Mr Mundkur’s huge achievements. Mr da Cunha was also quick to point out that a lot of people not just owed Mr Mundkur the brands he created for them, but many owed him their career as well. Mr Mundkur has created great professionals, he said, while dedicating the 300-page ‘Ad Katha’ to the memory of Mr Mundkur.

     

    Mr Alyque Padamsee was also among those who spoke about Mr Mundkur at the prayer meet, saying he remembered Mr Mundkur as a man of rumbustious character. A man who had big ideas and was determined to see each one through. Mr Padamsee also added that his inspiration comes from Mr Mundkur, who was always ready to defend someone – ie, if you believe in something then stand up and fight for it.

     

    Mr Mundkur passed away in Goa on January 7, 2012 due to heart failure. Mr Mundkur had founded Ulka in 1961, ten years after he joined the world of advertising. In a span of another ten years, Ulka had become the fourth largest agency in the country, and by far the largest independent Indian start-up.