MxMIndia

Tag: FCB Ulka

  • The graphs by FCB Ulka show people staying at home, so that they contribute to ‘Flatten The Curve’

    FCB Ulka’s Flatten The Curve

    By A Correspondent

     

    To drive communication on flattening the curve, FCB Ulka has come up with graphic representations that drive this important message. The graphs by FCB Ulka show people staying at home, so that they contribute to ‘Flatten The Curve’.

     

    Speaking about the idea, Swati Bhattacharya, CCO, FCB Ulka, said: “I am really proud that UNAIDS took this piece of work and shared it all over Europe. Never has the world been more united than in our fight against covid19.” Added Surjo Dutt – NCD FCB Ulka Delhi: “Flattening the curve is the one big thing common folk can do. Hence, we created communication that makes people enjoy/engage/evangelise this curve.”

     

    The creator of the campaign, Anusheela Saha, Group Creative Director, FCB Ulka, said: “The truth is that on social media, data or graphs are not compelling for most. So, we made it our task to present information in a way that becomes compelling to many.”

     

    Said Mahesh Mahalingam, Director, Communications and Global Advocacy, UNAIDS: “Flatten the curve was an attempt to make an epidemiological concept understood in practical ways by the public. We wanted to make staying at home less stressful and more fun at a time when Covid-19 was spreading across the world. FCB Ulka helped us in bringing home the message of staying home in a witty yet factual fashion.”

     

     

  • Campaign is a part of Mission Garima

    Tata Trusts’ #TwoBinsLifeWins gives voice to conservancy workers

    By A Correspondent

     

    In a bid to engage citizens to adopt improved waste management practices, Tata Trusts, through its programme, Mission Garima, has launched a campaign — #TwoBinsLifeWins.

     

    Said Divyang Waghela, Head – Tata Water Mission, Tata Trusts: “Conservancy workers are the backbone of large metropolitan cities like Mumbai. They help in keeping our city clean, and in order. It is imperative that efforts are made to ensure their safety, and to protect their dignity. Tata Trusts launched Mission Garima to bring about a significant positive impact in the work environment of conservancy workers. With #TwoBinsLifeWins, we hope to prod the conscience of the nation and encourage citizens to segregate waste at their respective homes, so conservancy workers live a life of dignity and respect.”

     

    Added Keegan Pinto, National Creative Director, FCB Ulka: “The inspiration for this heartfelt film comes from true feelings, testimonials and insights. This film is very special to us. But the film is not more important than the cause. Nothing is more heinous, ridiculous, tragic, disgusting and a greater product of our trademark Indian collective convenience and ignorance than a man having to go down in the drain and then, dying too early leaving his children orphaned. We really wish the film makes a difference and we hope people start segregating their waste at home with the small act of two bins and abolish this practice altogether.”

     

     

  • The campaign is an innovative depiction of underprivileged girls on periods

    FCB Ulka executes the ‘The Period Girl’ campaign for Carmesi

    By A Correspondent

     

    Carmesi, the biodegradable sanitary napkin, has launched its awareness drive titled ‘The Period Girl’. The campaign, conceptualised by FCB Ulka, is a depiction of underprivileged girls on periods.

     

    Said Tanvi Johri, Carmesi’s founder: “This campaign is very close to our hearts because it’s a beautiful depiction of a rather painful reality. To see the Period Girl in all her childhood innocence, being crippled by something as basic as Periods touches a chord in people. It forms an instant connect with the viewer. And it doesn’t just end there; it gives the viewer an opportunity to help keep her going by directing them to our social initiative – Unified In Red, by educating them about the efforts we have undertaken to make period positivity a reality.”

     

    Added Surjo Dutt, National Creative Director, FCB Ulka: “It’s a great way to start an Instagram-only CSR awareness campaign. First for FCB Ulka and rare for Indian brands.”

     

    Is Instagram the best medium to reach underprivileged girls? Well, the success of the campaign will indicate how well the platform works.

     

  • FCB Ulka, He’s creative agency has conceptualized this clutter-breaking campaign inspired by Bollywood

    Emami’s He partners with Tiger Shroff

    By A Correspondent

     

    He Deodorants has launched its latest campaign featuring Bollywood star Tiger Shroff. Conceptualised by FCB Ulka, Mumbai, the two-film series draws inspiration from Bollywood.

     

    Speaking on the occasion, Harsh Vardhan Agarwal, Director, Emami Ltd. said: “There is an emerging set of consumers who are now using a different fragrance for a different occasion. We were the first to bring a disruption into the market, launching two fragrances in 1 pack with our He Magic Duo to tap into the opportunity. We are now pushing the envelope with the concept of fragrance mixing on this product. He Magic Duo’s, two perfumes have been designed such that when mixed, they complement and create a third fragrance. The FCB team has created a film with the right blend of fun where the story draws on Bollywood analogy and seamlessly showcases the product proposition. The ad with Tiger Shroff in a never before seen avatar is sure to garner attention and excitement.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka, Mumbai: “Partnering with a brand to build clutter-breaking campaigns is the best kind of challenge. The brief for this campaign was a challenging one with He Magic Duo now having a never heard of before – three fragrances in one pack. The films draw inspiration from Bollywood and are high on humourous entertainment to drive home this extremely unique, and category-first benefit. This campaign is sure to resonate with the film-lovers across the country, especially the youth.”

     

    Sharing details on the storytelling, Keigan Pinto, National Creative Director, FCB Ulka said: “He Magic Duo is a product that is different from conventional deodorants. It has 2 distinct fragrances – and when you mix the two, you get a third distinct fragrance. Creatively speaking, showing three fragrances was a challenge. Till we came upon a classic Bollywood dialogue that is folklore now – “Maa, hum ek se do ho gaye.” We used it as a creative hook. The beauty of it is, it led naturally to a Bollywood style OTT execution. And then, we got on board a Bollywood youth icon, Tiger Shroff, to deliver the final punch. In short, the idea dictated the execution and the use of a celebrity rather than the other way around. We worked closely with Shujaat Saudagar, the director, to craft two TVCs in iconic ‘filmy’ settings, that depict the same message, but in a very distinct manner from each other.”

     

     

  • The brand has launched a new campaign ‘Dil, Dosti, Domino’s!’ to further strengthen that relationship with its consumers

    Domino’s takes emotional route with consumers

    By A Correspondent

     

    Domino’s Pizza has unveiled its new campaign ‘Dil, Dosti, Domino’s’, that aims to strengthen the emotional connect with consumers by creating tasty and memorable moments of togetherness.

     

    Speaking on the launch of the new campaign, Kapil Grover, Chief Marketing Officer, Domino’s Pizza India said: “Today, relationships have evolved from what they were a few years ago, especially relationships between Friends and Families. Hierarchical parental relationships no longer bind families. There is a lot of mutual respect and friendship amongst kids and parents today. Similarly, with the family structures changing, friends have become your new support system and in fact an extended family for a lot of us. And if we recall these moments, good food has always been a glue for relationships, especially Domino’s Pizza being a shareable product has been at the centre of many such stories where “Friends Become Family and Families Become Friends.”

     

    Added Swati Bhattacharya, CCO, FCB Ulka: “Domino’s pizza is designed to be shared for people to gather around the “magic circle”, pull at a cheesy slice and fight for the last bite. And in this very act of sharing and connecting, formality and boundaries get dissolved. Friends become like family, and family become like friends. Our campaign captures this essence of Domino’s and its role in the Indian consumer’s life.”

     

     

  • The campaign help bring about attention to large scale incidence of anaemia among urban women in India

    FCB Ulka gets Project Streedhan to raise awareness on anaemia among women

    By A Correspondent

     

    A campaign that emanates out of the fact that India ranks the highest in world for prevalence of anaemia among its women, has been launched to capture a more startling fact – that more than 50 per cent of women in urban India are also anaemic.

     

    Creative agency FCB Ulka has conceptualised Project Streedhan equates the importance of purity of gold – a precious metal – with that of the iron count in a woman’s body – another precious metal, as it were. The launch of Project Streedhan has been strategically timed to coincide with the Dhanteras 2019 and exhorts women to invest in Iron and not only gold.

     

    Shedding light on the idea and premise of the campaign, Swati Bhattacharya, CCO, FCB Ulka said: “Iron deficiency has seen many awareness campaigns. Still 1 out of every 2 women suffer from iron deficiency. Sometimes it not what you say but how and where you say it, that creates the bigger impact. This Dhanteras, when women are thinking of investing in gold, the Streedhan campaign gets them to think of investing in another metal. Something that turns to gold inside them – iron. The real Streedhan is iron. Also, what’s so heartening is that so many jewellers across the country have come forward to support this message!”

     

    Discussing the digital footprint of this campaign, Chandni Shah, COO, Kinnect added: “Iron deficiency is more common than anyone might think, but a woman’s inclination to do something about it is not half as common. The power of using digital icons to drive awareness cannot be underestimated, and we are so proud to associate with socially-conscious celebrities like Radhika Apte and Soha Ali Khan to reach millions of women across India. Through digital, we have inspired women with an extremely relevant message and urged them to take a crucial step towards their health this festive season”.

     

     

  • The IPG Agency will lead 360-degree communication for the brand

    FCB Ulka bags creative mandate of Reliance Smart

    By A Correspondent

     

    Reliance Smart has awarded its creative mandate to FCB Ulka, following a multi-agency pitch. FCB Ulka will lead the creative mandate for Reliance Smart powered with 360-degree communication strategies across platforms as the brand charts its course for the next phase of growth.

     

    Kulvinder Ahluwalia

    Speaking on the win, Kulvinder Ahluwalia, President – Mumbai, FCB Ulka said: “We are delighted to partner Reliance Smart in their journey towards leadership in the Indian retail market. It was a challenging brief and we believe the FCB philosophy of Never Finished helped us unearth fresh insights into the category and create a differentiated platform for the brand that will serve as a launchpad for a slew of cross media initiatives.”

     

    Damodar Mall

    Added Damodar Mall, CEO Reliance Grocery Retail: “Reliance Smart is growing and expanding fast across the country. Our supermarkets deliver unmatched value and experience to middle -man India. Getting the right creative partner who intuitively understands the Indian family consumer was vital for Reliance SMART. FCB Ulka Team’s understanding of the consumer and the tonality of the brand was an important factor. With this partnership we look forward to building a strong mindshare for Reliance Smart.  Look forward to lots of ‘Smart Giri, together.”

     

     

  • Recognised as a symbol of sisterhood, the annual campaign will run with the endeavuor to make inclusive sindoor khela celebrations a part of tradition

    TOI unveils third edition of #NoConditionsApply – Sindoor Khela

    By A Correspondent

     

    Two years ago, The Times of India reinterpreted a 400-year-old tradition with the award-winning campaign #NoConditionsApply – Sindoor Khela. Conceptualised to promote gender equity, the campaign calls attention to the issue of inclusion of women in celebrations and combats the discrimination that they face in terms of their caste, creed, marital status, sexual orientation etc. In its third year, #NoConditionsApply – Sindoor Khela initiative aims to reach the corners of the nation and beyond spreading this message of inclusive celebration that celebrates the womanhood sans any discrimination based on labels and societal barriers.

     

    Commenting on the launch, Sanjeev Bhargava, Director, Brand TOI, said: “The #NoConditionsApply – Sindoor Khela campaign is extremely special to all of us, owing to the change that it has fostered across the various communities in India. While it is contextualized to a Bengali cultural event, the message of inclusive celebration and sisterhood resonates with everyone. We have always left no stone unturned in spreading the message across the various strata of society. Our success lies not in the awards that this campaign has garnered but in the fact that the initiative has grown from strength to strength and is rapidly becoming a symbol of inclusiveness.  We are grateful for the overwhelming response we have received from women across the country who have shared their celebrations with us. The fact that it is back for the third time is testament to the widespread movement that the campaign is now. I thank everyone who has supported us in making the change happen.”

     

    Speaking about the campaign, Swati Bhattacharya, Chief Creative Officer, FCB Ulka added: “This piece of work has been a big emotional milestone for me personally. This bloodless coup of a campaign shows the world that joy love friendship and beauty can help break down walls an inclusive Sindoor Khela shows us that sisterhood is one of biggest ideas that can change the world we live in.”

     

     

  • Sunfeast Dark Fantasy strengthens its brand positioning as an indulgent offering by embarking on ‘meetha moments’ in its latest TVC

    Alia Bhatt endorses new Sunfeast Dark Fantasy range

    By A Correspondent

     

    Sunfeast Dark Fantasy has rolled out its new ad film which features actor Alia Bhatt. With this new communication, the brand aspires to position itself as the ‘New Meetha’ which people can take pride in serving their guests.

     

    Commenting on the ad film, Paritosh Wali, Chief Operating Officer, Biscuits & Confections Cluster, Foods Division, ITC Limited said: “We endeavour to elevate the dessert indulgence experience of Sunfeast Dark Fantasy by positioning it as the ‘New Meetha’ for all celebratory occasions. Sunfeast Dark Fantasy focuses on special moments with family and friends to make the indulgence more exciting. The TVC emphasizes on joy of sharing  and showcases the premium look & feel of Dark Fantasy as a meetha. Sunfeast aims to break further barriers and scale new heights in the indulgent biscuits segment by entering the space of meetha.”

     

    Commenting on the campaign, Swati Bhattacharya, Chief Creative Officer, FCB Ulka, added: “The story beautifully captures the idea of ‘Everyday Chocolate Cravings’, while establishing Dark Fantasy as a superior and unique alternative during Meetha occasions. Alia plays a character of a chocolate addict and Dark Fantasy, with its ultimate chocolate credentials, gives you an irresistible chocolate experience. With this film, the brand takes its idea of heightened irresistibility to the next level.”

     

     

  • The new campaign will see a digital release and will be seen across all digital platforms

    Bausch and Lomb launches new campaign for iconnect contact lenses

    By A Correspondent

     

    Bausch and Lomb India announced the launch of their latest campaign, #BlameTheFrame, for their vision correction contact lenses – iconnect. These monthly disposable contact lenses have been specially designed for youth and first-time users to suit their pocket as well as their lifestyle. The campaign is aimed at urging the young bespectacled Indian to ditch their frames and switch to iconnect contact lenses

     

    Said Sanjay Bhutani, Managing Director, Bausch and Lomb India: “Bausch and Lomb, world over, is known for delivering quality and convenience to their consumers. We believe that we provide a great alternative to the conventional frames which are often the reasons for embarrassing and funny situations for the wearers. With the #BlameTheFrame campaign, we are reiterating this fact, albeit in a lighter vein. We are extremely thrilled with the treatment we have given to this campaign and we are confident that we would be able to strike a chord with our audience. We are extremely happy to have Nargis Fakhri be a part of this campaign.”

     

    Added Surjo Dutta, National Creative Director, FCB Ulka: “It’s been a great experience as always producing some exciting work for Bausch & Lomb this year. The brief was very clear: take the spectacles category head on. And being the leader in the contact lenses category, we decided to do that in a lighthearted manner. We asked ourselves, ‘What if a once-in-a-lifetime moment passed you by unnoticed and your spectacles were to blame for it?’ ‘Blame The Frame’ is the campaign that was born out of that question. And it resonates very well with people who wear spectacles because they’ve all been in one messed up situation or another because of them. This is just the first film and we hope to make more soon.”

    The new campaign will see a digital release and will be seen across all digital platforms.

     

     

  • Sharma will be working closely with Theresa Ronnie who helms the Bengaluru office

    FCB appoints Ankit Sharma as AVP – Strategic Planning

    By A Correspondent

     

    FCB Ulka has appointed Ankit Sharma as Associate Vice President – Strategic Planning at its Bengaluru office. Sharma will be working closely with Theresa Ronnie who helms the Bengaluru office.

     

    Commenting on the appointment, Ronnie, Senior VP and Head of Bengaluru, FCB Ulka said: “FCB in India has a great history of being a strategically sound, business-oriented organisation. We were looking for someone who would be able to make a difference to our clients’ business needs and bring a sharp creative focus to the work. We found that person in Ankit. He is a wonderful team player, filled with active curiosity and a hunger to solve tough business problems. We are super thrilled to have him in our team.”

     

     

  • The campaign has been conceptualized by FCB Ulka, Mumbai

    FCB Ulka launches latest ad campaign for He Deodorants

    By A Correspondent

     

    He Deodorants launched its latest advertising campaign created by FCB Ulka. Said Harsh Vardhan Agarwal, Director, Emami Ltd: “The deodorant category in India is highly saturated and cluttered. With the presence of multiple players, it is becoming increasingly difficult to break through this clutter and stand out. He as a brand has a strong legacy of differentiation from the very beginning.

     

    This time, we found through our consumer research that there is an increasing dual usage trend wherein one in five users currently use two or more deos on a regular basis just from the need of variety and the urge of not smelling the same every time. Triggered by this consumer need, we have brought in a category disrupting solution through He Magic Duo where we are offering two fragrances at the price of one. We believe that He Magic Duo with its breakthrough packaging is going to create a stir in the consumer mindspace.”

     

    Added Kulvinder Ahluwalia, President, FCB Ulka, Mumbai: “It is invigorating to work on a new client and chart a new path for a brand. Our first campaign with Emami for HE Deo’s is a perfect example of this. Leveraging its unique two fragrances in one pack, the films position He Deo’s Magic Duo as something that raises the possibility of even the unbelievable becoming believable, because He now makes two fragrances in one pack. Each of the films is a treat to watch and this is sure to be among the most talked about campaigns in the category.”