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Tag: FCB Interface

  • Created by FCB Interface

    Dhoni features in new TVC of Swaraj Tractors

    Swaraj Tractors, a brand in the domestic tractor industry and a part of the Mahindra Group, has unveiled a new campaign starring brand ambassador, MS Dhoni. The new TVC has been created by FCB Interface for Swaraj and will is now available in various regional languages.

    Notes a communique: “The advertisement beautifully captures the ease and efficiency of using the Swaraj Target 630 in horticulture, inter-row cultivation, puddling and other farming activities, enabled due to its advanced features and powerful engine.”

  • Has collaborated with FCB Interface

    KamaSutra unveils new campaign

    By Our Staff

     

    KamaSutra, from Raymond Consumer Care, has collaborated with FCB Interface to launch a campaign to promote the brand’s latest suite of innovative sexual products, spearheaded by the Longlast variant.

     

    Sharing her opinion on the campaign, Pooja Sahgal, CMO, Raymond Consumer Care, said: “Our strategy is to bring out a behavioural change in the Indian consumers about sexual wellness. The brand focus is not only focusing on promoting just sexual wellness, but to offer an elevated pleasurable sexual experience, giving consumers reasons to use a condom. We want India to be aware and to make the switch to safer choices without compromising on pleasure. That’s been our line of thinking even for the innovations and product line up we aspire to bring to the world soon.”

     

    Rakesh Menon, National Creative Director, FCB Interface, added: “Couples are more adventurous these days and are seeking newer experiences in bed. Through this ad, the brand wants to encourage them to explore new heights of pleasure and intimacy with its range of condoms.”

     

  • Announces higher interest returns for them

    Esaf Bank woos senior citizens in new TVC

    By Our Staff

     

    Esaf Small Finance Bank has rolled out a new campaign announcing higher interest returns for senior citizens. The TVC leverages a straightforward approach indicating the bank’s interest in senior citizens. The key message of the campaign is ESAF Bank’s offering high interest rates on Senior Citizen FDs.

     

    Commenting on the campaign Sony V. Mathew, VP- Head Branding & Communications, Esaf Small Finance Bank said: “The TVC is an extension of the print and outdoor campaign that we have done titled ‘The older you grow, the more interest we have in you’. The whole idea of the campaign was to build the brand along with the product. When FCB Kochi came up with the idea of happy smiles for TVC we didn’t think twice. It seamlessly jells well with our brand positioning- joy of banking.”

     

    Added Anees Salim, Creative Head, FCB Interface, Kochi: “It can be a hassle for senior citizens to bank nowadays. The mere thought of going to a bank can make them feel low. So, through this campaign, we wanted to showcase how ESAF is keen on serving senior citizens and is making them smile with its services. Precisely why, we candidly captured the smiles of Esaf’s senior citizen customers in the TVC.”

     

  • Conceptualised by FCB Interface

    Navneet Education rolls out campaign to honour teachers

    By Our Staff

     

    Navneet Education, better known for its guides and last minute revision books, celebrated Teachers’ Day this year with a campaign #TrForTeachers to honour teachers with the title of Tr. before their names.

     

    The campaign, conceived and executed by FCB Interface, a digital agency, has been aired on several platforms like YouTube, Facebook, Instagram, Twitter, and LinkedIn.

     

    Talking about the campaign, Devish Gala, Head – Branding, Navneet Education Ltd. said: “We at Navneet believe that schooling creates the foundation of education, and teachers are the ultimate guiding force in a student’s journey. Therefore, we always strive to give our best possible support to teachers who are working relentlessly and selflessly through our expertise and new-age products. A teacher’s job is one of the most difficult jobs however it doesn’t necessarily gets the recognition like other professions. #TrForTeachers is our way of paying an ode to the spirit of teacher and a salute to their noble profession. This is just the beginning, and we are confident it will inspire many others to move in this direction”

     

    Added Rakesh Menon, National Creative Director, FCB Interface: “Teaching is a profession that makes all other professions possible. And yet, it is perhaps the most undervalued profession of all. Honouring teachers with a title of Tr. is a small but powerful way to change the way we look at them.”

  • Launches ELSS Fund campaign #SaveTaxCreateWealth

    PGIM Mutual Fund unveils campaign

    By Our Staff

     

    PGIM India Mutual Fund has rolled out its latest digital campaign #SaveTaxCreateWealth with a set of two films to drive investor awareness and the adoption of ELSS Mutual Fund amongst Indian Millennials. Conceptualised by FCB Interface, the film urges youngsters to choose a facility that allows them to save tax and hence maximise their take-home income and several other benefits.

     

    Said Sakshi Dalela, Head-Marketing and Communications, PGIM India Mutual Fund: “While most promotional imagery for mutual funds seems to target slightly older population, syndicated research has consistently shown a growing appetite for exploring investment options among the 23-35 years age group. We are creating products and investor education around this insight to make mutual fund investment an exciting and relatable option to this new category of investors.”

     

  • She will be based out of the agency’s Mumbai office

    FCB Interface appoints Aditi Patwardhan as CSO

    By Our Staff

     

    Aditi Patwardhan
    Aditi Patwardhan

    FCB Interface has announced the appointment of Aditi Patwardhan as Chief Strategy Officer. She will be based out of the agency’s Mumbai office.

     

    Speaking on the appointment, Robby Mathew, Vice Chairman and Chief Creative Office, FCB Interface, said: “With Aditi on board, I look forward to some scintillating work emanating from razor-sharp strategy.”

     

    Joe Thaliath
    Joe Thaliath

    Added Joe Thaliath, Vice Chairman & CEO, FCB Interface: “Really excited to welcome Aditi onboard. Aditi is a strong believer and practitioner of media agnostic solutions to real problems. Her well rounded experience and expertise is indeed a perfect fit to lead the agency in its next phase of growth! We look forward to creating inspiring Never Finished brand building stories with Aditi at the helm.”

     

    On joining the FCB family,  Patwardhan said: “The agency’s strong strategy fundamentals and client partnerships made for a natural fit. But it’s the strong solutioning focus of the much awarded ideas like the ‘Punishing Signal” that excites me. Solutions.. that are at the confluence of human truths, problem-solving and technology. I look forward to the mandate of taking the momentum to next level and sharpening the strategy offering.  We are in process of building a powerhouse planning team which offers clients multidisciplinary competencies. Powered by the strong philosophy of Brand Bedrock and a suite of tools that have proven results within the network.”

     

  • Ajay Devgn to launch Mahindra Truck with new ad

    By Our Staff

     

    Mahindra’s Truck and Bus Division (MTB) has announced the launch of the new Furio 7 series of light commercial vehicles with a new campaign. FCB Interface has conceptualised the ad film with actor Ajay Devgn re-enacting his famous split this time on two Furio 7 trucks. The campaign will be promoted across different media.

     

    Speaking about the campaign, Robby Mathew, Vice Chairman and Chief Creative Office, FCB Interface, said: “Some 30 odd years ago, Ajay Devgn rode into Bollywood on 2 bikes. Marry that classic image with Mahindra’s unique proposition of two guarantees and you end up with the key imagery for the 2021 campaign!”

     

    Adding, Joemon Thaliath, Vice Chairman and CEO, FCB Interface, said: “Mahindra always challenges norms. With the launch of the Furio Double Guarantee, Mahindra is also repositioning the category and putting the focus back on the customer.”

     

    Sharing more insights, Rajeev Malik, Vice President & Head Marketing – Commercial Vehicles, Mahindra & Mahindra Ltd. added: “The Indian Light Commercial Vehicle category battleground is dominated by two players historically, with an 80% market share between them. Now Mahindra FURIO 7 is entering this market as a quintessential challenger brand with the firm belief that we have what it takes to challenge the status quo by leveraging our deep insight of customer behaviour and their unmet needs. We will achieve this with our highly disruptive ‘customer value proposition’ of Double Guarantee. And what better way than having the original Singham of the Bollywood, Ajay Devgn, to take forward this message.”

     

  • He will pair up with Paul Dueman, also Chief Strategy Officer, who was brought in a year back

    Tilt onboards Gulshan Singh as CSO

    By Our Staff

     

    Gulshan Singh
    Gulshan Singh

    Mumbai-based Tilt Brand Solutions has announced the appointment of Gulshan Singh as Chief Strategy Officer. He will pair up with Paul Dueman, also Chief Strategy Officer, who was brought in a year back. Singh comes in after a five-year stint at FCB Interface where he was National Planning Director.

     

    Speaking on this appointment, Joseph ‘Joe’ George, Founder Chairman and Managing Director, Tilt Brand Solutions said: “Gulshan’s competencies, experience, and interest are just right for what is needed to lead Right Brained Planning at Tilt. With this appointment, Tilt Brand Solutions will be the first-ever Brand and Communications Consultancy in the country that will have a 2 CSO structure – a tangible demonstration of our belief in Full Brained Thinking and the equal importance and criticality of both Left and Right Brained Planning at Tilt. Am sure Paul and he will enjoy their tango”

     

    Sigh assumed this role on August 23. He and Dueman will be reporting to George.

     

  • To provide clients with strategic direction and creativity

    FCB Group restructures

    By Our Staff

     

    Creative agency FCB Group India has announced a reorganisation of its creative agencies in India, along with key elevations. The group will undertake restructuring with three full-service agency brands in India – FCB Ulka, FCB Interface, and FCB India. These three agencies will be a part of FCB Group India.

     

    Rohit Ohri
    Rohit Ohri

    Said Rohit Ohri, Chairman & CEO, FCB Group India: “It is imperative for us now, more than ever before, to be able to provide our clients with the strategic direction and creativity they need to navigate the new world we live in today. Our new structure allows for our best people to provide focused and dedicated partnership to our clients; to bring the disruptive creativity, agility, and fluidity that is required today to transform our clients’ businesses and create unmissable brands.”

     

    With the new three creative agency structure, agency seniors Nitin Karkare will be FCB Ulka Vice Chairman, Swati Bhattacharya will be FCB India Creative Chairperson, Robby Mathew will be FCB Interface Vice Chairman & CCO, and Joe Thaliath will be FCB Interface Vice Chairman & CEO.

     

  • The 2021 edition of Cannes Lions saw India getting three moral metals than 2019

    Dentsu Webchutney & FCB star at Cannes

     

    By Our Staff

     

    In 2019, the Indian marketing services contingent put on a very sorry figure at Cannes Lions, the annual festival of creativity in advertising. Entrants from India brought back 19 metals, just one more than what they earned the previous year. But this year, the number has grown by three, and Indian entrants bagged a total of 22 metals – in various hues – Gold, Silver and Bronze.

     

    Dentsu Webchutney bagged 50 points if one includes shortlists followed by FCB Interace with 48 points. But as a group FCB that includes FCB Ulka and FCB Interface bagged 8 metals including one Gold, three Silver and four Bronze, followed by Digital Agency Dentsu Webchutney with seven metals.

    In 2021, Webchutney beat their previous record with 20 shortlists and 7 Lions.

     

    Said Sidharth Rao, CEO, Dentsumcgarrybowen (dentsuMB) India and founder of Webchutney: “2019 showed us Webchutney was capable of creative excellence at the highest level. 2021 showed it was about doing it consistently – the wins this year have firmly planted the ‘new normal’ of what Webchutney’s north star as an agency is. The agency is home to some incredible talent and is a shining example of what the dentsuMB group of agencies and dentsu India itself wants to stand for.”

     

    Added PG Aditiya, NCD, Dentsu Webchutney added: “This year’s Cannes Lions is probably our most meaningful one yet. A huge round of applause for our teams across the country, both past and present, & gratitude to our clients who’ve shape-shifted the status-quo of Indian creativity at a global level, with us. And congratulations to the teams behind all the winning work from India.”

     

    For FCB, the metals came in for The Punishing Signal for the Mumbai Police and Times Out & Proud for The Times of India.

     

    Speaking on the win, Rohit Ohri, Chairman & CEO, FCB Group India, said: “Our pride of Lions bears testimony our commitment to putting creative excellence at the center of everything we do. Over the last three years we’ve been the best performing Indian agency at Cannes. Like they say… once is a chance, twice is a co-incidence and three times is a habit. I’m really proud of how far we’ve come on our creative transformation journey.”

     

    Added Robby Mathew, Vice Chairman & CCO, FCB Interface: “I am absolutely delighted with our performance at Cannes this year. Looking forward to many more bountiful years for my agency.”

     

    Said Swati Bhattacharya, Vice Chairman & CCO, FCB India: “When I have grandchildren I think I will skip telling them about Cinderella. I will tell them about the FCB Group India story. It’s a fairy tale without evil stepsisters. Just perfect!

     

     

    The following Special Awards were also presented: 

    Holding Company of the Festival 2020/21

    1. WPP

    2. Omnicom

    3. Interpublic Group

     

    Network of the Festival 2020/21

    1. FCB

    2. Ogilvy

    3. BBDO Worldwide

     

    Agency of the Festival 2020/21

    1. AMV BBDO, London, UK

    2. Publicis Italy, Milan, Italy

    3. FCB Chicago, USA

     

    Independent Agency of the Festival 2020/21

    1. Wieden+Kennedy, Portland, USA

    2. The Bloc, New York, USA

    3. Rethink, Toronto, Canada

     

    Palme D’Or 2020/21

    1. Chelsea Pictures, USA

    2. Pulse Films, USA

    3. Division, France

    4. Smuggler, USA

    5. Prettybird, USA

     

    Creative brand of the Festival 2020/21

    1. Burger King

    2. Bodyform/Libresse

    3. Dove

     

    Agency of the Festival by track 2020/21 – Communication

    Publicis Italy, Milan, Italy

     

    Agency of the Festival by track 2020/21 – Craft

    AMV BBDO, London, UK

     

    Agency of the Festival by track 2020/21 – Entertainment

    72andSunny, Los Angeles, USA

     

    Agency of the Festival by track 2020/21 – Experience

    McCANN, New York, USA

     

    Agency of the Festival by track 2020/21 – Good

    VMLY&R Brazil, São Paulo, Brazil

     

    Agency of the Festival by track 2020/21 – Reach

    FCB Chicago, USA

     

    Independent Agency of the Festival by track 2020/21 – Communication

    Wieden+Kennedy, Portland, USA

     

    Independent Agency of the Festival by track 2020/21 – Craft

    Work & Co, New York, USA

     

    Independent Agency of the Festival by track 2020/21 – Entertainment

    =1. Edelman, London, UK

    =1. GUT, São Paulo, Brazil

     

    Independent Agency of the Festival by track 2020/21 – Experience

    Uncommon, London, UK

     

    Independent Agency of the Festival by track 2020/21 – Good

    FARM, Stockholm, Sweden

     

    Independent Agency of the Festival by track 2020/21 – Reach

    GUT, Miami, USA

  • It is trying to encourage our consumers to strike a chord of playfulness

    Oreo urges consumers to ‘Disconnect to Connect’

    By A Correspondent

     

    Oreo recently launched a new campaign that urges consumers to ‘Disconnect to Connect’, getting away from their technological devices and enjoy moments of playful connections, with family and friends.

     

    Commenting on the launch of the campaign, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said, “In order to connect with people, it’s important to give them utmost time and attention. With our ‘Disconnect to Connect’ campaign, we are trying to encourage our consumers to strike a chord of playfulness with their loved ones by snoozing away from the automated world. Oreo’s brand purpose is to fill the world with more playful moments that bring people together to break through the monotony of adulthood’s seriousness. For over 70 years now, Mondelez India has garnered consumer love and trust on the back of light-hearted, yet meaningful and progressive storytelling, supported by cutting-edge Marketing Excellence. Through this campaign, we aim to continue this momentum by taking forward our company’s vision to ‘Empower People to Snack Right’.”

     

    The new TVC has been conceptualized by FCB Interface. Shedding light on the insight, Robby Mathew, Chief Creative Officer, FCB Interface added: “The innocence of the little girl sending an Oreo by email lent itself to a really cute story.”

     

     

  • It urges Mumbaikars to honk less, and create a noise-free and stress-free commute

    FCB Interface executes ‘Punishing Signal’ campaign for the Mumbai police

    By A Correspondent

     

    You’ve already seen this on the Whatsapp circuit or read about it on the front page of The Times of India a few days back. FCB Interface has enable the Mumbai Traffic Police to offer an innovative solution called The Punishing Signal. FCB Ulka has of course been partnering the Mumbai Police with billboard creatives at the Chowpatty-Gamdevi-Babulnath Road junction.

     

    Said Madhukar Pandey, Joint Commissioner of Police (Traffic), Mumbai Police:  “Honking is bad habit and an act of traffic indiscipline. Unfortunately, many Mumbaikars indulge in reckless honking. Honking causes noise pollution, hurts the eardrums, increases heart rate, creates traffic confusion and causes stress. Unnecessary honking is a menace which everyone recognizes but does little to curb. This small experiment is one of many attempts by Mumbai Police to create better road discipline in Mumbai. Hopefully, it will encourage Mumbaikars to honk less, and create a noise-free and stress-free commute.”

     

    As a part of the campaign, the first leg of activation was tested in Mumbai at important junctions that are most prone to heavy traffic such as CSMT, Marine Drive, Peddar Road, Hindmata and Bandra. And the film gives one glimpses of the confused honking Mumbaikars who honked, waited, honked and learnt it the hard way, that honking is not the way out.

     

    Shedding light on the creative idea, Robby Mathew, Chief Creative Officer, FCB Interface, said: “Sometimes, the stick works better than the carrot. And a signal that gave us a gentle rap on the knuckles for honking unnecessarily, seemed like a good idea to me”.

     

    Added Rohit Ohri, Group Chairman and CEO 0 FCB Group: “We have been partnering Mumbai Police for many years now. Noise pollution is a big problem in our cities. This new initiative is a fantastic creative solution for bringing about awareness and a behaviour change amongst the drivers in Mumbai.”