MxMIndia

Tag: Everest Brand Solutions

  • The agency, which is now part of the WPP group's Y&R network, boasts of many firsts including the country's first teaser campaign as well as the first five-second ad

    Everest celebrates 70 years

    By A Correspondent

     

    Leading advertising agency Everest Brand Solutions is celebrating its seventieth anniversary. The agency, which is now part of the WPP group’s Y&R network, boasts of many firsts including the country’s first teaser campaign as well as the first five-second ad. Its roster of clients include Parle, Tata Housing, Sab TV, Volini, Bombay Chemical, DS Group (Catch Spices) and Borosil amongst others

     

    Said Dhunji S Wadia, Group President, Rediffusion Y& R who joined the Y&R network in India to helm Everest before taking on the larger group role: “To work with the secondmost experienced agency in the country is an unparalleled honour. No other agency would have the width of relationships and the depth of knowledge. Yet remaining humble in its dealings despite the accolades it has received in every award forum both locally and internationally. For me personally, it is an honour to be at the helm of this institution.”

     

     

    Rahul Jauhari
    Dhunji S. Wadia

    Added Rahul Jauhari, Group Chief Creative officer, Rediffusion Y&R: “Everest has been the finest, warmest and most memorable stint of my career. It has rich legacy of big ideas and big brands. And over the years it has been home to some of the finest people in the industry. Everest does not brag about its credentials or its work. It has rather focused on partnering its clients in every sense of the word. I think that’s probably the one reason we have client associations that are older than most of the agencies in this country. For me, it’s been nothing short of a privilege.”

     

  • Inspired by a true story, the agency's latest campaign revolves around Parle's quest for the perfect Marie recipe

    Everest reveals secrets behind Parle BakeSmith

    By A Correspondent

     

    Based on the consumer insight that there are various Marie biscuits but no one knows the original Marie and its original taste, Parle has rediscovered Parle BakeSmith Marie making it its yet another endeavor to bring the best to the consumer.

     

    The discovery of the original Marie recipe can be explained through Mrs. Smith’s story. Mrs Smith was a young lady who lived in the countryside of London. She was poor and made her living baking biscuits. One day, she thought of experimenting with her biscuits and went on to bake a unique biscuit now popularly known as ‘Marie’. Her small bakery soon became very famous as Londoners started queuing up for her rich tea biscuits. These biscuits gained popularity globally. Acknowledging her craftsmanship, Mrs. Smith went to be referred as ‘BakeSmith’ by the Englishmen. Parle BakeSmith Marie is a product of this recipe and the same is delightfully communicated through the Campaign TVC.

     

    Krishnarao Buddha -Deputy Marketing Manager, Parle said, “Parle had its fair share of struggle in the Marie space for many years for lack of differentiation till it rediscovered the Original English Recipe. With a great brand name and an international looking packaging topped with the Original English Recipe, we expect to meet the prospects expectations. To communicate the unique proposition, we mandated Everest Brand Solutions to tell the story in a most interesting manner. We are delighted with the outcome and we are confident to achieve our set objectives.”

     

    Commenting on the Campaign, Pramod Sharma – Executive Creative Director (West) said, “Great brands are all about great stories. We had a lovely story to narrate and change the way Marie Biscuits are advertised. The script is simple. The treatment is truly international.   I’m very happy with the film. It positions Parle BakeSmith as a premium offering in a cluttered scenario. The film is an outcome of months and months of hard work. Every step was a challenge. We had to find the perfect face for Parle’s Founder and Mrs. Smith’s character. We had to get that era right, beginning from costumes, location, props, vehicles and lot of other things. I would really like to thank my client Parle, the director and the production house who have helped us deliver a great film.”

     

    Aradhana Bhushan – Vice President, Everest Brand Solutions said, “The brand objective of BakeSmith is to uniquely own the Classic Marie space. Hence the campaign was built on the route the Original English Maire.”

     

  • The campaign aims to instill confidence in investors’ minds in mutual funds in general

    Kotak Mutual Fund launches ‘Jo Samjhega, Wo hi Paaega’ campaign

    By A Correspondent

     

    Kotak Mahindra Asset Management Company (KMAMC) has launched its new campaign ‘Jo Samjhega, Wo hi Payega’ to urge Indians to start investing in Mutual Funds as a prudent fiscal practice.

     

    Under its investor education initiative, KMAMC aims to reach out to working professionals who have sufficient disposable income, but are apprehensive about market cycles and its pitfalls. Through this educative campaign, Kotak Mutual Fund addresses risk-averse investors’ common misconceptions about mutual fund investments. The campaign aims to instill confidence in investors’ minds in mutual funds in general, and SIPs in particular as the simplest way to invest, while looking to inculcate a consistent and disciplined approach to investments.

     

    Kaiyomurz Daver, Vice President – Marketing, Kotak Mutual Fund said, “Research suggests that despite rapid growth, mutual fund penetration in India is still low compared to global peers, due to low financial literacy about the category and ill-informed perceptions surrounding mutual fund investments. The objective of the campaign is to create awareness about benefits of mutual funds and increase participation of the retail investor in equity markets. “Jo Samjhega, Wo hi Payega” highlights how SIP enables disciplined investments, even in small amounts, assisting in wealth creation over time.”

     

    Rahul Jauhari, Chief Creative Director, Everest Brand Solutions said, “Most people don’t understand the nuances of personal finance so well. Most people listen to voices of authority in their lives. So we put the two things together – and landed on a simple way of explaining the benefits of doing an SIP. The cast has been kept close to real and the pitch of the films has been kept believable.”.

     

  • The new strategy focuses on product branding

    Spice unveils new campaign promoting masala variety

    By A Correspondent

     

    Catch Salt and Spices has launched a new TVC for its offering ‘Catch Garam Masala’. The communication of new TVC has been developed around the core product attribute of taste, freshness and quality. The new communication tagline- “Khaney pe 100 percent attention, Catch Garam masale se” has been built on the already established positioning of “100% Indian women ka match sirf Catch”.

     

    Featuring Bollywood icon Vidya Balan, the new TVC illustrates that if you want the family to enjoy ‘Roz Ka Khana’ it should be made with ‘Catch Garam Masala’.  It is a TVC that addresses the day to day concern faced by women when family members are not interested in the routine food as it is not exciting enough. The new Catch TVC is clutter breaking in its category focusing, on ‘how to make everyday food, happening’.

     

    Commenting on this occasion OP Khanduja, Associate Business Head, DS Spiceco Pvt. Ltd said, “Brand Catch has always served its customers with outstanding quality and range of products that enables them to connect with the brand. The new TVC relates to the day to day scenario of an Indian household and is conceptualized in a way so that a common man is able to relate to it. Catch has recently shifted its ATL strategy from umbrella branding to being product focused. This new TVC for Catch Garam Masala is second in its series after success of Catch Subzi Masala TVC. A series of more products focused Television commercials are in the pipeline.”

     

    Rahul Jauhari, Group Chief Creative Officer, Everest Brand Solutions said: “Our consistent efforts over the past few years have been to elevate Catch Spices from a being a Spice brand to a partner and solution provider in the housewife’s life. So once again, in this campaign, we picked on a real issue that exists in numerous homes and linked it to the superiority of our spices. ”

     

    The TVC has been created by Everest Brand Solution Pvt. Ltd., and directed by Pradeep Sarkar of Apocalypso productions Pvt. Ltd., who is known for his films like Parineeta, Mardaani etc. while the still shoot has been done by Dabboo Ratnani.

     

    The bigger edit of the TVC encapsulates all three situations, whereas, the smaller edits presents individual situations -with husband reading newspaper, a child playing Lego and a young woman working on a laptop. The script is cut across segment and connects well with audience as their own incidence. The smaller edits will be highlighting the quality feature that “khushbu se mahake har ek niwala”.

     

  • The film shows people coming up with interesting excuses in order to avoid eating boring vegetables

    Everest Brand Solutions unveils new campaign for Catch

    By A Correspondent

     

    The DS Group has released a new campaign for their kitchen spices brand Catch. This is a continuation of the brand campaign themed ‘100 per cent Woman ka Match sirf Catch’ released in end 2013. The film has been conceptualized by Everest Brand Solutions.

     

    This communication extends the brand proposition of ‘100 per cent Indian woman ke masale – Catch masale’ to specific products/blends, more specifically, Catch Sabzi Masala.

     

    The film shows people coming up with interesting excuses in order to avoid eating boring vegetables. The reasons are spontaneous, funny and real. Vidya Balan advises the homemaker to use Catch Sabzi masala to cook the vegetables. As the brand endorser and friend of the Indian woman, she knows every trick in the book and turns the tables in the homemakers’ favor with Catch Sabzi Masala.

     

    O.P. Khanduja, Associate Business Head, DS Spiceco Pvt. Ltd said, “With the launch of our TVC for the new ‘Catch Sabzi Masala’ we have changed our ATL strategy from umbrella branding to product focused communication for the brand ‘Catch’. This new TVC is first in its series. The TVC relates and talks directly to the consumer and is conceptualized in a way so that a common man can relate to them. We are confident that the new Catch TVC is clutter breaking in category advertising, which is generally festivity driven or situation led, and will set new trend in this segment”.

     

    Naveen Saraswat, COO, Everest Brand Solutions, said: “This communication is a major step in furthering the strong connect of brand Catch with the contemporary Indian woman and reinforces the brand proposition – 100% Indian woman ka match, sirf Catch.”

     

    This film shall be supported by a complete 360-degree campaign including print ads, POS, outdoors, engagement plan. etc.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Parle’s Wafers ‘Khaaneka aapka kya hai funda?’

    Rahul Jauhari, NCD, Everest Brand Solutions & Pramod Sharma, Creative Director, Everest Brand Solutions

     

    Rahul Jauhari

    Name of the Campaign: Parle’s Wafers ‘Khaaneka aapka kya hai funda?’

     

    Brief: Create clutter-breaking communication for the brand targeting the youth.

     

    Creative Thought Process:

    The idea was to carry forward Parle’s Wafers ‘Match jitaaneka aapka kya hai funda?’ campaign to moments beyond cricket. We decided to create more moments and give the younger audience more reasons to consume Parle’s Wafers.

     

    Media vehicles chosen: Television, Outdoor, Print, Social media

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=rMzCmynCXnQ[/youtube]
    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=e2juospDlyo[/youtube]

    Key issues kept in mind while executing the ad:

    The communication was kept short, humorous and on topics relating to youngsters. Youngsters spend half their lives on stuff like FB. And of course, teen romance is a sweet spot that is immensely exploitable. Hence the use in the films. We believe these will connect well with the audience.

     

    Does the treatment do justice to the brief?

    Yes, the treatment, as mentioned above, is pretty much in the youth space.

     

    What according to you is the differentiating factor about the ad?

    Youth is all about fundas. This campaign speaks exactly this language – and allows youngsters to create their own fundas with Parle’s Wafers. Youth connect to new things in life. Talk in their language and they’ll surely accept you. We’ve cracked new Fundas of life for them. Fundas they can use in their daily life. The creative relates to them and will surely work the brand.

     

    Market/client feedback – The initial feedback on the campaign is very positive, and the audiences are very kicked up about it

     

    Pramod Sharma, Creative Director, Everest Brand Solutions:

    Youth connect to new things in life. Talk in their language and they’ll surely accept you.

    We’ve cracked new Fundas of life for them. Fundas they can use in their daily life.

    The creative relates to them and will surely work the brand.

     

    Credits:

    Client: Parle Products Pvt Ltd –

    Mr. B. Krishna. Rao – Group Product Manager

    Ms. Asha Mathew – Brand Manager

    Agency: Everest Brand Solutions, Mumbai

    Creative Team: Pramod Sharma, Samir Chonkar and Rahul Jauhari

    Account Servicing: Siddhi Shah andRavi Walia

    Film Director: Ram

    Production House: Nirvana Films

    DOP: Mohanan

     

    Compiled by Shubhangi Mehta

     

     

  • The business will be approximately in the range of Rs15-20 crore once the product gets launched countrywide

    Danone Narang appoints Scarecrow for B’lue

    By A Correspondent

     

    Danone Narang Beverages has appointed Scarecrow Communications as its creative agency for its beverage brand, B’lue. The agency was selected after a comprehensive selection process. The business will be approximately in the range of Rs15-20 crore once the product gets launched countrywide. The incumbent on the business is Everest Brand Solutions. The win is significant to Scarecrow as Danone, as a brand internationally, is aligned to the Y&R group and has strayed from this in just few markets, and India is one among them.

     

    An official from Danone Narang has confirmed this development.

     

    The brand B’lue is a new concept in ready-to-drink beverages. It is a restorative drink that leaves you feeling refreshed and uplifted, thanks to it’s unique formulation. B’lue is currently being test marketed in Pune. In 2010, Danone (the world’s second largest bottled water company) partnered Narang Beverages through a joint venture.

     

    Raghu Bhat, Founder Director, Scarecrow Communications said: “It’s a source of personal and professional pride to be associated with a brand like B’lue from Danone Narang Group. And there is a genuine opportunity to create interventions at multiple levels through the power of creativity.”

     

    Manish Bhatt, Founder Director, Scarecrow Communications added: “Danone has given the world iconic brands like Evian. Working on this new innovative FMCG brand conceived by Danone Narang – B’lue  – is one of the most exciting opportunities for Scarecrow. ”

     

  • The jury at Cannes is a mature set of people, so one cannot pass off mediocre work and fool the judges

    Road to CL2013: The way to win at Cannes is by not aiming for a metal

    The Cannes metal wins for India has been disappointing. There could be various reasons for it and the metal tally definitely doesn’t point that the work coming out of India is of inferior category. However, it does point that there is something more required from India n agencies to gain attention of the international jury. Who better that people on the Cannes jury this year to show us some light on where the agencies could improve and what really went behind the judging. We spoke to a few on the jury this year to understand where India went wrong and what can be done to reclaim some of the lost ground this year.

     

    Rahul Jauhari, National Creative Director, Everest Brand Solutions

    Rahul Jauhari

    I don’t think you can aim at Cannes by doing something that can win at Cannes . Most winning entries at Cannes are brilliant solutions to one business issue or another. “Let’s do something like that one” ­ is not going to get you anywhere. The point is to solve the business issue facing your brand with a wonderful idea and execution. If it is that wonderful, it will win.

     

    And yes, the glorious part is in doing it in a way that is relevant to the India n audience. The jury are not fools. They can see through scams, in most cases. They ask relevant questions and give a lot of importance to the logic of the communication. They reward ingenuity, but not at the cost of authenticity.Brazilwins a lot of awards at Cannes . But their work is unmistakably Brazilian. The same goes for other countries. So, the language of your entry is not a minus point, as long as you send in a good explanation.

     

    The jury at Cannes is now well represented by different countries. And that shows in the selection of work. “Let’s do something that integrates social media” is not the answer either. More Facebook likes is not equal to higher chances at a Cannes metal. If the idea is loved, people will spread it on social media. A print ad can lead to online furore or fan-following. The same goes for a TV ad or a radio spot. The consumer builds in social media integration without asking you. So there.

     

    Simply put, the way to win at Cannes is not by aiming for a metal at Cannes . Aim for a brilliant solution or idea. Execute it brilliantly. Even the simplest of ideas can win. There is that little bit about the packaging, though. When a jury member has to sift through a thousand plus entries, he or she will not suffer a poorly packaged entry. Keep it simple, keep it to the point. Sure make it enjoyable. But remember, the jury wants to know how you did it, why you did it and what it achieved. Inform them, but don’t bore them to death. And don’t try to con them. Most are highly experienced and can tell a fake from a real. Instantly.

     

    Sunil Gautam, Founder, HanmerMSL

    This is the fourth year for Cannes PR Lions which saw 1,130 entries from 61 countries, the highest number of entries received by Cannes Lions in this category ever. 134 entries were short listed. India had 19 entries, 1 was short-listed.

     

    The composition of jury was very good and it represented the cross-section from the world over. There was a lot of interaction and discussion before finalising the winners. According to me, it was very professional judging and the experience was awesome.

     

    India had 19 entries in this category, and many of them came up for lively discussion. Of these, one entry was short listed. Unfortunately, this entry didn’t get any metal. But the overall effort by the India n agencies was excellent. All the campaigns that were reviewed were very imaginative, with good strategy, execution and measurable impact and results.

     

    My advice to the India n public relations industry is to focus on innovative strategies, immaculate execution and measurable results in such a way that the campaigns that they implement for a client are a huge success. And not to plan campaigns from the short sighted of just winning awards. Good campaigns are appreciated everywhere and they may end up with the awards. The client comes first and they will get awarded if they deserve.

     

    Vikram S Gaikwad, Partner & Executive Creative Director, Creativeland Asia

    Vikram S Gaikwad

    I think there are three simple yet significant aspects to any entry. The idea, its execution and the category in which it is entered. A brilliant idea can miss out simply because it is not entered in the right category.

    With the number of entries running in thousands even in each category, each panel has a unique criteria while judging entries. So, the chances are that a great entry submitted in a wrong category might fail to even get a shortlist.

    Also, we should look at the new categories introduced at Cannes every year.I was disappointed to see little or no work in categories like Mobile, PR and Brand Entertainment & Content categories. With the size of the Indian
    market, number of brands, consumption etc, we are very much capable of capitalising on various opportunities and entering more quality work in the future.

    This year the number of metals that India won has gone significantly low. This definitely is disappointing. So, I am hoping we will make up for it
    next year.

  • India had sent 55 entries this year compared to 78 entries last year. Last year India had won just 1 metal in this category

    India@Cannes: Radio bags just two shortlists

     

    By A Correspondent

     

    With just two shortlists, the Radio Lions category may not throw up any special surprises for India. India had sent 55 entries this year compared to 78 entries last year. Last year India had won just 1 metal in this category.

     

    The two entries from India include ‘Delay’ for Plusuer – Plus Condoms by Lasky Herbal which has been presented by McCann Worldgroup India in the Pharmacy category and ‘Punishment’ by Strand Book Stall that has been presented by Leo Burnett in the Retail Stores category.

     

    A total of 1,784 entries have been submitted from 57 countries, an increase of 31 per cent compared to last year. Leading the tally with most number of entries is South Africa with 190, USA with 163, Germany with 149, Brazil with 120 and Chile & Australia with 90 each.

     

    Representing India at the Jury is Rahul Jauhari, National Creative Director, Everest Brand Solutions. The awards ceremony will be held on June 20, in the Grand Auditorium, Palais des Festivals.

     

  • Is it a win more for KKR or SRK? Will the IPL5 victory see endorsement deals coming in for the Kolkata Knight Riders stars?

    Will marketers now woo KKR?

     

    By Tuhina Anand

     

    They have pocketed the trophy, and as celebrations continue, one wonders if Kolkata Knight Riders’ (KKR) win will help them in upping their brand value. There is a direct relation with success in any sport and for a sportsperson, and how suddenly the sportsperson becomes the flavour of the season.

     

    Mind you, it’s just season, meaning a good series and one might bag few endorsements here and there, but offers from bigger brands don’t come pouring in unless you are the one on whom marketers can bet their monies for long-term. And in KKR’s win, the case gets even more complex as the players are completely overshadowed by the owner who is a super star, Shahrukh Khan. Though one might frown at his shenanigans, the truth is that people still like to know what SRK did when KKR won and not what Gautam Gambhir, Manoj Tiwary, Manvinder Bisla or Yusuf Pathan did as they lifted the trophy. Not to forget that co-owner Juhi Chawla too brings in a bit of star element to the show.

     

    Harish Bijoor

    Harish Bijoor, Brand expert & CEO, Harish Bijoor Consults Inc felt that from the lot, the one darling face that will emerge for endorsements will not be of any cricketer from KKR, not the team KKR, but the owner, Shahrukh Khan. He said: “I think this win and the subsequent hype and hoopla will benefit Shahrukh on the endorsement circuit for sure. It is a great boost at a much needed time for him. In many ways, in a completely diametrically opposite manner, what Satyamev Jayate is doing for Aamir Khan, IPL does for Shahrukh. Odious, but true!”

     

    Bijoor also pointed out that both SRK and Juhi Chawla will gain in terms of brand value, however the gain will be more for SRK than Juhi.

     

    However, Indranil Das Blah, Chief Operating Officer, Kwan Entertainment & Marketing Solutions has a different take on SRK and Juhi’s rise in brand value. His opinion is that it’s highly unlikely that both the owners would gain in terms of brand endorsements as he points that the triumph was on the pitch, and if anyone will see a rise in brand value, it will be the players, and not the team owners. Jagdeep Kapoor, MD, Samsika Marketing Consultants too agreed: “I don’t think the owners will gain as they are known for performances on screen and off-field. People who will benefit are those who have performed on field and off-screen.”

     

    Indranil Das Blah

    So who is the KKR player who will gain most after the win? Manish Porwal, Managing Director, Alchemist Talent Solutions rightly pointed that the KKR skipper Gautam Gambhir will be the winner here: “Gambhir has shown that he is consistent, delivers and is a leader. Having played on the national level, he already is a known name and with some murmur on him being seen as potential TeamI ndia captain, his brand value will definitely rise. Brands that have used Sachin Tendulkar and MS Dhoni in the past and want a younger icon, Gambhir fits the bill perfectly.”

     

    Mr Porwal also pointed that Gambhir does not have a flamboyant personality and has been fairly neutral in his approach which might be an added advantage for brands wanting to hook him.

     

    A similar view is voiced by Mr Blah: “The one player who will probably get quite a few new offers from marketers would be the KKR captain, Gautam Gambhir. Not only was he amongst the most successful batsman of the IPL and led from the front, but he also stood out as a captain. He is now being talked about as a future Indian captain and that is bound to have a positive impact on his brand value.”

     

    So while Gambhir emerges as a winner here, especially because of his personality traits like stability and performance, he could be a good catch for young MNCs or for financial and banking clients.

     

    However, brands will definitely fall for for KKR team members like Bisla who shone in the IPL. As far as other players are concerned, they may get a couple of regional or local endorsements but nothing on a national scale unless they are actively and constantly playing for the Indian team. “You need to be playing international cricket and be constantly in the media eye for a brand to want you as a brand ambassador; just performing in the IPL for two months out of 12 won’t result in endorsements. Examples from past IPLs include players like Swapnil Asnodakar and Paul Valthaty who performed brilliantly in the IPL but couldn’t sustain their forms and hence, didn’t get any endorsements,” added Mr Blah.

     

    But Mr Kapoor of Samsika has found another ace for marketers. He picks Sunil Narine and thinks that he would benefit from the win and from his excellent bowling performance and get endorsement offers as a thinking, clever, successful sportsman.

     

    While Mr Bijoor is not too optimistic about KKR future with marketers, he says that the problem with sports fervour and fever is that it is short-lived. Sporting success such as the one achieved by KKR diminishes very fast. With the next cricket tournament round the corner, everything will be forgotten rather swiftly, therefore the potential to leverage is really a mirage.Indiahas a surfeit of cricket as of now.

     

    Rahul Jauhari

    Some see rise in brand value for SRK or Juhi Chawla, others have pointed that Gambhir will gain the most, however, Rahul Jauhari, National Creative Director, Everest Brand Solutions has a slightly different take: “I have largely a pessimistic view on the rise in brand value for KKR team and its owners and its future with marketers. IPL is not the same as the World Cup, so the passions are divided and not national in its strength. Bisla should benefit post IPL, but I think it’s too early to say he can be the next darling for brand endorsements. The fan following post IPL is largely limited and regional. He could be rocking in Kolkata, but not in Chennai.”

     

    “Somewhere I feel the KKR win has been sadly overshadowed. It’s been played out as SRK win, not a KKR win, be it in terms of media bytes, attention or simply footage consumed. SRK’s brand value is already high. The IPL isn’t going to push it up. In a rather pessimistic view, I’d say the IPL has dented his image. I didn’t like the SRK I saw during this IPL. And a lot of people think the same way,” concluded Jauhari.

     

    However Mr Blah of Kwan feels that KKR has managed to establish itself as a successful brand.  He said: “Nothing succeeds like success. The team previously had all the trappings of a successful brand (star players, influential and high profile owners, a tremendous and diverse fan base and a plethora of sponsors). The main ingredient they were missing was success. Now they have that and it will have a direct and positive impact on how the team is perceived. As defending champions, they should be able to command a premium when they are out scouting for sponsors for IPL 6.”

     

    Mr Kapoor concluded: “KKR is a successful brand and would attract more advertisers. They can be a bigger brand if they show great performances on the field, rather than off the field.”

     

    Photograph: Fotocorp

     

  • Not going to GoaFest? Fix that, in seven shakes of an aircraft's tail! Dhunji Wadia tells you why.

    7 reasons all creative agencies must be at GoaFest

    By Dhunji Wadia

     

    #1 GoaFest is the most prestigious advertising festival in India, jointly hosted by the AAA of I and The Advertising Club Bombay.

     

    #2 It’s a wonderful opportunity to attend stimulating seminars and rub shoulders with the best minds in the business from India and overseas.

     

    #3 One gets to see the entire body of innovative work created in the last year.

     

    #4 The size of the organization does not matter – small organizations have as much a chance to win an Abby as big ones do.

     

    #5 Everyone wins – the people who create the groundbreaking work as well as the viewers who get to see all in one stretch. It’s a celebration of the work created by the industry.

     

    #6 The awards also spread good work globally.

     

    #7 They happen in Goa.  I rest my case!

     

    Dhunji S Wadia is President, Everest Brand Solutions.

     

  • The campaign featuring Shekhar Suman is phased out in two parts; first teasers and then the launch of the TVC.

    Everest creates campaign for SAB TV’s Movers and Shakers

    By A Correspondent

     

    Movers & Shakers, arguably the biggest talk show India has ever seen, is returning on SAB TV, albeit with a whole new contemporary look and feel, but with Shekhar Suman at helm.

     

    Everest Brand Solutions has created the communication campaign for Movers and Shakers, which is phased out in two parts.

     

    Phase 1 kicked off the debate of what Shekhar would do the second time around. The teasers had Shekhar attempting, and miserably failing, at things like a hunger strike, boxing and cooking. Shekhar’s skills as an actor were fully exploited in the teasers.

     

    Next SAB TV’s Facebook fan page took things forward by asking people to suggest what Shekhar could do. Shekhar responded to each suggestion with witty takes.

     

    The final reveal (phase 2) happened with the launch of the TVC. Print and outdoor media are being used to support the launch exercise.

     

    Overall, the exercise generated tremendous engagement with responses pouring in.

     

    The ad films were shot in Mumbai and Chrome Pictures was commissioned to handle the production.

     

    Team Everest: Pramod Sharma, Bappaditya Shaha, Sandeep Sastikar, Sharif Sheikh, Nikhil Kapoor, Harish Shetty, Pooja Balani, Rahul Jauhari.

     

    Client Team: Anooj Kapoor, Harjeet Chhabra, Naranayan R.