MxMIndia

Tag: FCB Ulka

  • Q&A with Suman Srivastava, veteran ad professional and vice-chairman & CSO, FCB Ulka, whose book Marketing Unplugged has just been released

    Adspends don’t make a brand big: Suman Srivastava

     

    Veteran advertising professional Suman Srivastava, who is vice-chairman and Chief Strategy Officer at FCB Ulka, has authored a book entitled ‘Marketing Unplugged’. In this interview with Pradyuman Maheshwari, Srivastava talks about the changing demands of marketing in India, and how the world’s biggest brands were not built on huge ad spends

     

    You’ve dwelt on the changes in the way marketing is practised today. Would you say this is because of changing needs of consumers, or have organisations and their stakeholders gotten more demanding?

    Change is a cliché. The drivers of change are equally clichéd — technology, social media, consumer sophistication. My perspective, though, is that marketers seem to think their profession has reached maturity and doesn’t require further innovation. Or that innovation needs to come from doing the same things as everyone else, but only better. This book is really a cry for innovation in the way we approach problems, and in the tools we use to deal with them. These days everyone doing well is referred to as a ‘brand’. From cricketers to film stars to even political parties or even our country. A lot of the attempts to treat products, services and people is not well-strategised or executed by trained practitioners.

     

    Would you say marketing is no longer the preserve of trained B-school graduates?

    Marketing was never the preserve of B-school graduates. One of the great things about marketing is that the lead is often taken by practitioners in the field and then academia catches up, rather than the other way around. I would say that the key problem may be that too many trained practitioners are trying to manage brands. They are all doing it in exactly the same way as the next guy. This is a recipe for disaster. I have always maintained that the best B-schools train you how to think and approach a problem. That is the valuable bit. The tools they teach you are outdated by the time you step out of class. If you cling to those tools, then you are unlikely to succeed. Huge ad spends are often mistakenly considered to comprise smart marketing, as evinced by the approach adopted by big retailers and some flush-with-funds e-commerce players.

     

    So what is your view, and recommendation, to marketers?

    The strongest brands in the world today are Google, Apple, Starbucks, Facebook, Tesla, Red Bull – and none of these was built by huge ad spends. The big e-commerce players are not really brands; they are just great deals. Brands command a premium. These guys are discounters. Perhaps that is a lesson to all of us.

     

    You’ve written on how Apple has succeeded in generating a buzz without using social media. As competition gets stiffer for Apple from the big and small device players, do you think the company will need to influence opinion via social media?

    What I have said is that Apple does not have a direct presence in social media. But it already influences social media. It is a brand that is obsessed with word-of-mouth and is quite skilled in handling that. Look at the way it leaks information about products, creates Mac events and uses its fan base to advantage. The company does use social media, but it doesn’t do posts.

     

    It’s interesting that you write about brand experience. But in India, while attempts are being made to have smarter packaging and design, attempts to improve the experience are generally considered an unnecessary addition to overheads. Like it happened with Kingfisher. Would you say that brand experience is a casualty, given RoI presssures?

    The problem in India is that brands think it is cheaper to get a new customer than serve an existing one. It certainly is simpler to get a new customer. The market is growing and mass media still works. But creating a brand experience is hard work and the results are not instantaneous. Still, I would argue that this is a short-term view; If you take a lifetime-view of the customer’s interactions with the brand, then it is far better to improve brand experience than not.

     

    Kingfisher was a marketing success story that was undone by one bad business decision (to buy Deccan). Even today, there are many customers (including myself) who yearn for that brand and would love to fly the good times again.

     

    Marketing Unplugged – Spotting the elephants in the room By Suman Srivastava

    Is available to purchase at: www.marketingunplugged.in

    Price: Rs 399 (Paperback), Rs 199 (Kindle)

     

  • In 2011, he founded ‘Marketing Unplugged’ along with Suman Srivastava

    FCB Ulka appoints Saad Khan as VP, Strategic Planning

    By A Correspondent

     

    Saad Khan

    FCB Ulka Advertising announced the appointment of Saad Khan as Vice President, Strategic Planning. Saad has spent over 17 years building brands and has worked with some of the biggest advertising houses in India like Leo Burnett, Lowe Lintas, Dentsu Marcomm and Euro RSCG. In 2011, he founded ‘Marketing Unplugged’ along with Suman Srivastava.

     

    Commenting on Saad’s appointment Suman Srivastava, Vice Chairman – Strategic Planning, FCB Ulka Group said, “Saad is one of the most creative planners that I have ever worked with. Many creative people have told me that they love working with Saad because he makes their job easy. To me that is the highest compliment that a planner can get. I have worked with Saad almost continuously for the last 10 years and it is great to have him as part of the strategic planning team at FCB Ulka.”

     

    Suman Srivastava

    Saad started his career as a management trainee at Leo Burnett. His passion for brands and finding innovative strategic solutions for clients led him to being given independent charge of Coca-Cola regional and key account businesses. He has a rich cross category experience having worked on brands like Coca-Cola, Wills Lifestyle, Honda, Jack Daniel’s, Voltas, Max New York Life, Volvo and Reckitt Benckiser. Saad loves to challenge formulaic marketing. Being inspired by the fresh wave thinking happening in the sphere of behavioural economics and consumer understanding, Saad brings in a larger perspective beyond just advertising. He strongly advocates the philosophy of ‘helping businesses innovate’.

     

    Speaking on his new role, Saad Khan, Vice President, Strategic Planning, FCB Ulka said, “Excited to be back in the business of advertising after consulting. It is like coming back to the alma mater.  There is a lot of energy and fervour at FCB Ulka which is infectious, and this agency culture driven by Rohit Ohri and Suman Srivastava, will propel me to do work which is distinctive and brave and will help client businesses stand out and grow.”

     

  • Facebook did not get its 'free basics' campaign right, say brand consultants

    So what went wrong with Free Basics?

     

    By Pritha Mitra Dasgupta

     

    MUMBAI: Facebook didn’t get the tone of its extensive Free Basics campaign right, said brand consultants and advertising veterans.

     

    The social media company failed to gain enough public support, win over the government or convince the Telecom Regulatory Authority of India (Trai), which ruled against discriminatory pricing for data services on Monday, effectively shutting down the initiative.

     

    “It’s fair to say it was a mishandled campaign for a company that’s trying to launch a new initiative,” said Futurebrands India CEO Santosh Desai. “It was a naked show of muscle power.

     

    Also, the campaign didn’t fit with their alleged intention at all.” The campaign was accused of seeking to manipulate opinion, with Trai publicly expressing displeasure over a Facebook survey that purported to show widespread public support for Free Basics.

     

    It may have been a better idea to show that Facebook was working in collaboration with the government’s objectives instead, the experts said. The campaign was too “in-your face,” said brand expert Harish Bijoor. “Bureaucrats’ political masters are a voter-sensitive audience,” he said.

     

    The Narendra Modi government has been at pains to distance itself from allegations of crony capitalism, he pointed out. It was surprising that Facebook seemed to get this wrong.

     

    Industry sources say Facebook had earmarked upwards of Rs 150 crore for the Free Basics campaign. By November last year, the company had spent around Rs 25-30 crore on print, digital and outdoor campaigns, according to media agency sources, including ads in this paper.

     

    It may have spent about Rs 50 crore on the Free Basics advertising campaign until this week, they said. “I think the campaign missed a trick or two,” said Sam Balsara, chairman of Madison World.

     

    “While the campaign or its aggressive nature cannot be the only reason behind Trai’s decision, I think Indians didn’t relate to it so well.” MG Parameswaran, former executive director of FCB Ulka, said Facebook should have employed more subtle methods.

     

    “They should have reached out to influential bloggers and used social media more effectively to explain what it actually meant,” he said. Some experts pointed to the manner in which overseas companies such as Uber and Nestle have sought to deal with difficult situations in India.

     

    The taxi aggregator has had to deal with the fallout of a passenger being raped in an Uber cab and hostile scrutiny of the way in which it does business.

     

    Uber hasn’t embarked on advertising campaigns to build its business in India as it has overseas. It has instead tried other strategies, including social media messaging.

     

    After being banned briefly, Nestle’s Maggi noodles returned with an advertising campaign created by Prasoon Joshi of McCann India aimed at winning both the trust of consumers and the government. And Joshi’s take on the Facebook campaign? “It will be unfair to blame an ad campaign for what the democracy or the government decides,” he said.

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Senior creative honcho Swati Bhattacharya joins Rohit Ohri at FCB Ulka as the top creative person

    The wait is over for the CCO at FCB Ulka is over. It’s Swati Bhattacharya!

    By A Correspondent

     

    Swati Bhattacharya

    This comment may seem uncharitable, but it’s not. After all if a CEO finds someone good and the right person for the job, why not take her or him along wherever he or she goes. When Rohit Ohri joined Dentsu as CEO, he brought on Swati Bhattacharya, then one of the three NCDs at JWT, as Principal Partner of Mama Labs. And now that he has joined FCB Ulka as Chairman and Group CEO, Rohit Ohri has ended the suspense over the appointment of the Chief Creative Officer. Swati Bhattacharya is on board. She had put in her papers at Dentsu recently.

     

    Bhattacharya, who joined JWT as a rookie, spent 22 years at JWT with the last four-odd years as National Creative Director and in 2015, Swati set up Dentsu Mama Lab as Principal Partner.

     

    Rohit Ohri

    Commenting on the appointment, Ohri said: “I’m delighted to have Swati as the creative leader of FCB Ulka Advertising. Swati is a humanist. Her work always finds that magical connection between human and brand truths. Horlicks, Maggi sauces and noodles, Close up, Airtel, Kit Kat, 7Up, Pepsi, Pizza Hut, Unicef, Sunrise and Slice have all seen the Swati magic at work. Her human stories have won her India’s highest award in cinema, the DadasahebPhalke Award, in 2014 for best screenplay. Her short film ‘Double Shift’ featured in the Toronto, Vancouver, Kolkata and Mumbai International short film festivals and went on to win in the best short film, best soundtrack and best cinematography categories. This is an exciting new chapter in the history of FCB Ulka in India. I’m glad that Swati will be partnering me and the leadership team at FCB Ulka in writing it.”

     

    Speaking on her new role, Bhattacharya said: “There isn’t anyone you couldn’t learn to love once you hear their story. That’s just as true for brands as it is for people. Intimacy is the true algorithm of creativity and that is why, I believe, stories are at the core of what we do. FCB Ulka has created some of the best brand stories we have ever heard…I am looking forward to adding some new ones”.

     

    Susan Credle, Global Chief Creative Officer, FCB added, “When I had the privilege of meeting Swati many months ago, I was first and foremost drawn to her passion for art that drives this industry and her commitment to finding the human truths that ignite game-changing ideas. I’m excited to work more closely with such an incredible creative leader and strategic thinker who will harness the creative strength of one of our network’s strongest offices.”

     

     

  • Up, close and personal with the Group Chairman and CEO, FCB Ulka

    There are sharks everywhere, I am one too: Rohit Ohri

     

    Ever since it was announced in July last year that Rohit Ohri would take charge as Group Chairman and CEO of the FCB Ulka agency network there has been a buzz about the winds of change that we could see blowing in the 54-year-old agency network. After all, it’s got clients which have been around for several decades. But, as it happens, several senior hands have either retired and Ohri’s predecessor Nagesh Alai has taken on a global role. Rohit Ohri joined the agency on January 4 and spoke to Pradyuman Maheshwari three days later in his Nariman Point office hours before addressing the team in a townhall. In the interview, Ohri makes a reference to partnering Shashi Sinha and media agency Lodestar. Sinha, it may be noted, is CEO, IPG Mediabrands India of which Lodestar UM is just one of the many arms, albeit a significant one. The day-to-day operations at Lodestar are headed by its CEO, Nandini Dias.

     

    Excerpts from the interview:

     

    So what made you join FCB Ulka? What was your perception of the agency when you took the decision?

    This is a question a lot of people have asked me. And you know one of the reasons I decided to join FCB was the fact that it was the people and the quality of people in this organisation for the longest. I have the deepest regards for Arvind Wable as a friend in Delhi, for Ambi, Nagesh. And Shashi. So you know there were bunch of people with a great degree of integrity. And not just integrity in terms of professionalism but also intellectual integrity. They have always kept that as you know like the holy grail of the FCB. And to my mind I had the deepest regard for it because one of the most important thing in an agency is the quality of people there you know. And fact is I have seen lots of people now at senior levels, mid-levels and junior levels and there is a lot of integrity and honesty. There’s a very ‘let’s get the work done’ and ‘let’s not get in to politics’ kind of environment here, which is really for me kind of like home you know.

     

    So unlike an advertising agency, right? You need to have some fun, some politics, a little bitching etc. Is it too sanitised?

    Yes, but that’s what I think I will bring here (laughs). But there are a bunch of really good people, which is the biggest reassurance. Honestly, in the five-month break I had before joining, I was wondering if I really need to go back to this again. Because transforming an agency from the inside, and creating a new culture in an organisation, is a lot of work, as my four years in Dentsu showed.

     

    Dentsu was a new project, but FCB-Ulka is a 54-year-old agency. You have some rather large and old clients there. If you tinker around too much, other sharks will grab the clients…

    There are sharks everywhere, but I am one too. With a lot of clients, we have a deep-rooted relationship, but as far as creativity is concerned, you need to stay current and fresh. So what I’m going to bring to these agencies is new energies, some fizz and fun….

     

    In fact, FCB Ulka is seen as a fuddy-duddy agency. It has done some great work, but in the past…

    It has done some absolutely fantastic work, even in recent years, for [brands like] Docomo. The idea is to add some freshness and newness. And I think that’s the reason the FCB Ulka board as well as the global management, wanted to bring in new leadership and look at some fresh ideas.

     

    But the fresh ideas need to come from a creative head, and right now you don’t have one in the agency…

    It’s fresh ideas not just in terms of what you are producing, but also when it comes to a way of working. To me, creative transformation is about setting a new culture in the organisation which looks at generating creative ideas.

     

    But that’s dramatically difficult to achieve right?

    Not really. Fundamentally, FCB is always been about solid ideas. I am really going to actually look at the big shift from solid and I think future is about not solid but liquid ideas. And that big shift is really about making ideas which actually work across the whole host of mediums. It’s not just in to television, not just in to traditional advertising but really about you know taking every single touchpoint and bringing that liquid idea alive for consumers at every single point.

     

    Have you identified anybody who can take charge as CCO?

    It’s only been my second day at work, I believe I am fast, but not that fast. Yes, we are thinking about it. I don’t think that one CCO, however, can come and transform the fortunes of an agencyThat model is kind of old model right. It is traditional advertising…

     

    There are not too many names to choose from…

    That’s a very traditional way of looking at it. I think it’s about getting a group of talented people together – from digital, those with media expertise or outdoor — and getting them to work together. And that’s what I mean about liquidity of talent. It’s about new teams starting conversations with clients and consumers. It is no longer about one person in today’s context.

     

    I have just come from a client meeting, and they told me that they don’t want that one big film any more. They want to see a complete package, and I want to see that idea come alive across every single touch point. That’s the most important thing.

     

    You’ve obviously seen things change dramatically over the yers when you were at JWT…

    Absolutely and this is the new paradigm. This is the paradigm of liquid ideas, liquid talent, liquid networks and liquid structures. I am saying that today what we have to do is put the creative idea in the centre and then move along every single touchpoint. It is no longer that the creative agency sits in the middle and then the media agency or the activation agency they are revolving around that one single creative.

     

    So will we see a younger CCO? Sorry to get back to the question again…

    I know that’s one thing you definitely want out of me! To my mind, it’s not about age but calibre. What I am looking for is freshness and a new sensibility.

     

    Are you sure your old clients won’t be upset about your speed of change?

    The clients are very used to the speed of change today, because they are in the market. For the next 100 days, I’m going to put a plan together after speaking to clients and getting their perspective on what strengths and weaknesses and delivery [systems they need us to work on]. I will also meet with people in the agency and understand what they consider their strengths and how we can move forward. So more than a CCO, Brand FCB Ulka needs to stand for something. We have a global positioning, but how does that translate for the Indian market, is the starting point. Fundamentally, in an elevator in one-and-a-half minutes, if I need to be able to tell you that this is the reason why FCB as an agency is what you need to work with. This is the reason why it is best in the game. So this very reason needs to be very sharply articulated and articulated in the context of today’s volatile world. And in today’s world the challenges are enormous in terms of communication.

     

    One of the things creating a buzz around your taking charge is about the change of guard, and what it would mean for the old guard in the agency. There are quite a few people who have been there for many, many years. Could you shed some light on what has been happening?

    Nagesh is now working global projects and directly reporting to Carter Murrey. I think Ambi retires in March, and with his depth of knowledge, he always been like the planning head of the agency. So we would like to recast his role going forward, perhaps making him a mentor on some of the brands he’s been working with closely. Arvind would also become a consultant and mentor. Both he and Ambi have spoken to me, and since this is a company they have built, FCB is like their life’s work, they would like to help in whatever manner required. So for the group, it is really about putting and knitting a lot of the agency together and making sure that all the offices, all the different verticals, work together.

     

    FCB Ulka has a lot of offices. Are you going to integrate some of them?

    Not integrate because FCB Ulka and Interface are separate agencies, and it’s important to keep that separation. But we are going to put a working methodology in place. To work closely with Lodestar, and the digital agencies FCB, then there are opportunities in activation. The fundamental cultural shift that I want to bring in, is the  resource and capabilities of thinking in a holistic manner.  But Shashi and I are going to partner and work together to take this thing forward. There are a lot of occasions for Lodestar and FCB Ulka to work together. So in today’s day and age, if you can leverage that, the value we can give to the client is enormous.

     

    This partnership thing sounds very good, but at the end of the day, one person has to report to the other. So how will that work between Shashi Sinha and you

    Shashi is not going to be reporting to me. Up to now, the agency has been like a brotherhood, with five people running it. And there was a seamless matrix… it is an amazing matrix.

     

    But even the ’Paanchayati Raj’ has to have one leader who will drive the organisation and whack the others into shape, if necessary, right?

    So clearly I am going to lead the creative agency, and he is going to lead the media assets. The whole thing is about collaboration. If you cannot work in a collaborative manner then frankly, you are not fit for today’s marketing environment.

     

    Six months or 100 days. When can we expect to see a difference in the agency

    That’s what lot of people have asked me. My thing is that I have entered the agency with no plan. There is no plan in my mind. How can that be?But you know the the worst thing would be for somebody to come into an agency with a preconceived idea of what he wants to do. I know broadly the objectives we want to achieve, but I will evolve a plan after getting a good understanding of what the business needs and what the clients want. If you have a plan and force it on people because you think it’s a good one, that would be the worst thing to do. It’s important to evolve a plan in partnership with the existing leadership of the agency.

     

    You have existing long-standing relationships with many clients. Do we see you pulling them now that you here?

    I think now my first priority is to look at our client base here. I think we’ve got fantastic list of clients and there are some deep, deep relationships. Protecting a relationship is almost a heritage. If you have 50-year-old relationship with a client, that’s really something to be proud of and something to build and grow. So the first port of call is about existing client relationships and that’s I am going to focus on. And of course when we go out, we will be looking at every other opportunity.

     

    The agency hasn’t done much on the awards circuit. It may have won some awards, but not too many. Do you see that as an indicator of the quality of work that’s being done?

    That’s a big conundrum and [references the] question of what kind of culture do we want to create. Are we going to chase awards for the sake of awards and do a lot of scams, or do we want to create famous advertising — campaigns that build famous brands and as a result, fame for the agency as well?

     

    Will we see you do any acquisitions?

    Yes, we will be open for them.

     

    You have been in Delhi and in Singapore. How do you feel about moving to Mumbai for the first time ever in your career?

    Oh, yes. I have built a career in advertising without ever stepping foot into Mumbai. When I was at Dentsu, we were building a Mumbai operation with the acquisition of Taproot and then Webchutney. But you know, Dentsu as a creative agency didn’t have much of a presence here. So I used to come to Mumbai, but infrequently. Now I will be here and I am looking forward to it.

     

    The move to Mumbai should be interesting. You moved to Delhi from Kolkata where the advertising business was headquartered in Kolkata…

    It would be very interesting. I find this city fascinating, especially the cultural complexity and diversity of people. I took a walk down Marine Drive this morning in an attempt to ‘embrace’ Mumbai (which you can’t do from a hotel room). And during the walk, I saw Mumbai and the spirit of the city and the beauty of the different types of people you see here. [In Delhi you only see people] from Jatland in Haryana. But here it was fascinating.

     

    Cleaner air too?

    Cleaner, yes though after the odd and even scheme, hopefully Delhi air would be clean as well.

     

    If FCB Ulka is a senior citizen taking a walk on Marine Drive today, what do you think FCB Ulka under Rohit Ohri would be like, a year from now?

    That’s a bit uncharitable, and really just a perception. If you meet the people here, they are all buzzing with ideas and talent. So it’s an unfortunate perception that has come about. And one that I would like to change.

     

    And no names of a CCO yet?

    No (laughs!)

     

    This interview first appeared in dna of brands dated January 11. The interview also appeared on BrandStand on Zee Business. Watch it at https://goo.gl/9QyIrM

     

  • The former chief creative officer of FCB Ulka has launched an advertising agency with ideas for a digital world

    Satbir Singh launches Thinkstr

    By A Correspondent

     

    Satbir Singh, former chief creative officer of FCB Ulka, has launched an advertising agency Thinkstr, describing his solo venture as “ideas for a digital world”. The new agency has won a project from the government and is focusing on building its core team. Ravi Raghavendra, executive creative director of JWT, has joined Singh in the same capacity. “Thinkstr is not a digital agency, but it will be at the core of our work. While communication isn’t going digital, consumers are. So how do you talk to this audience?” said Singh.

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The former Dentsu India chief is now Group Chairman and CEO at FCB Ulka

    Rohit Ohri takes charge at FCB Ulka

    Rohit Ohri

    By A Correspondent

     

    As you read this, Rohit Ohri has taken charge as Group Chairman and CEO of FCB Ulka. The former Dentsu India CEO was until recently serving a cooling off period. Ohri is scheduled to address employees at a town hall later this week.

     

    As may be recalled, in July 2015, Carter Murray, Worldwide CEO of FCB, had issued a confirmation on Ohri’s appointment and that he succeed Nagesh Alai who, after 25 years with FCB who was scheduled to move into the role of Global Vice-chairman at FCB, working on special initiatives for Murray.

     

    “I want to thank Nagesh for dedicating his career to our FCB operations in India and for helping FCB Ulka become one of the strongest agencies in the country. I look forward to working with him on special global initiatives,” said Murray.

     

    On Ohri, Murray said the following in a communiqué: “When Nagesh and the Board introduced me to Rohit as someone they felt fitted the culture of the company, I was struck by his passion for what we do, his focus on great work and strong client relationships, and his natural gravitas. If you add his track record in the industry, Rohit is someone whom I think will lead FCB Ulka forward with vision and energy, and keep the flame strong.”

     

    With FCB’s newly restructured global company, Ohri will serve as a member of the global operating committee and report directly to Murray in New York.

     

    “FCB has gone back to its roots and is reigniting its brand essence under Carter’s leadership. The opportunity to partner with him, in what could be the most defining time in the history of FCB convinced me to quit my regional assignment and come back to India,” said Ohri in a statement.“FCB Ulka has a rich legacy of creating solid brand-building work. It’s a company that values partnerships, people and culture. The opportunity to build on this legacy and to take a great agency to greater heights is truly exciting. I’m delighted to be at the right place at the right time and with the right people.”

     

  • During his stint, Singh led some memorable work across brands like Snapdeal, Tata Salt, Zee and such

    Satbir Singh quits FCB Ulka

    By A Correspondent

     

    Satbir Singh has decided to move on after spending a year as Chief Creative Officer at FCB Ulka. During his stint, Singh led some memorable work across brands like Snapdeal, Tata Salt, Zee and such.

     

    On moving on, Singh said: “It has been a short but enjoyable stint with FCB Ulka. In this brief period I have been fortunate to have worked with some excellent people who created much-talked-about campaigns… From clients to brands to people, 2015 has been a good year.”

     

    According to an FCB Ulka client, Satbir Singh brought to the agency a degree of freshness which the agency will need to ensure is sustained.

     

    Meanwhile, Rohit Ohri is set to take charge at the agency next month. According to the grapevine, he is set to cause some disruption and is said to be keen in bringing in younger, top draw talent.

     

  • The film revolves around a boy visiting a natural history museum along with his parents

    FCB Ulka unveils new campaign for Candyman Jellicious

    By A Correspondent

     

    Having entered the fruit based jelly confectionery segment with Jellicious Strawberry, Candyman has introduced its second flavor, Jellicious Orange.Taking the ‘wiggle-wobble’ property forward, FCBUlka has given a fresh twist to the brand idea, much to the merriment of kids in India.

     

    The film revolves around a boy visiting a natural history museum along with his parents. When his dad’s camera is taken away by the overtly stern curator,the boy decides to take things into his own hands. He tosses a few Jellicious Orange candies into the mouths of the artifacts, causing the T-Rex,a mummy and finally the curator himself, to do the wiggle-wobble dance.

     

    Speaking about the new film, Dennis Koshy, Vice President – Bangalore, FCB Ulka, said “The Jellicious promise has always been that of being a fun starter. The category demands that the commercial not only appeal to the tween, but also to the adult. The unusual setting adds to the funimage the brand has created for itself”.

     

    Dharmesh Shah, Creative Director – FCB Ulka, Bangalore, adds – “Our attempt was to make an entertaining and clutter-breaking ad. The T-Rex and the mummy dancing is sure to catch your attention. Also, the wiggle-wobble jingle is very catchy and complements the dance beautifully.”

     

  • The campaign of 'Ek Chammach Amul Ghee' talks not only about having one spoonful of ghee which will add taste to the food but also about the health benefit

    Ghee is good for health, says FCB Ulka’s ‘Ek Chammach Amul Ghee’ campaign

    By A Correspondent

     

    FCB Ulka has unveiled a campaign of ‘Ek Chammach Amul Ghee’ that talks not only about how a spoonful of ghee will add taste to the food but also about its health benefits.

     

    Commenting on the campaign, R S Sodhi, Managing Director, GCMMF said “Repositioning the brand – Amul ghee, and the category itself on the platform of wellness has been our strategic focus for more than a decade. While ghee has always been an integral part of our culture and tradition since thousands of years, we feel that our younger generation should be informed about the intrinsic goodness of ghee. As pan-India brand leaders in the category, it our responsibility to ensure growth of branded, packaged segment within ghee market, since it ultimately benefits consumers.

     

    Said Haresh Moorjani, Executive Creative Director, FCB Ulka: “As a nation of food lovers, we are always looking for that special ingredient that adds an extra something to our dishes.  Actually that special ingredient is as simple as a spoonful of Amul Ghee. The TVC talks about the virtues of this spoonful of Amul Ghee, adding an extra zing to food”.

     

    Credits:

    Creative Agency: FCB Ulka

    Chief Creative Officer: Satbir Singh

    Executive Creative Director: Haresh Moorjani

    Creative team: Deepti Gera, Varun Sharma

    Account Management: Sharon Picardo, Sagar Kabra, Shamima Pereira, Saumo Chatterjee

    Account Planning: Ruta Patel, Mubina Quraisshi

    Production House: Anonymous Films

    Director: Atul Manjrekar

    Producer: Smitha Baliga

     

  • The commercial carries forward the core Santoor brand promise of younger looking skin

    FCB Ulka crafts a new TVC for Santoor Body Lotion

    By A Correspondent

     

    Wipro Enterprises Ltd. has unveiled a new TVC for Santoor Body Lotion. Created by FCB Ulka, the commercial carries forward the core Santoor brand promise of younger looking skin through an endearing interaction between a little girl and her mother.

     

    Santoor Body Lotion promises to deliver soft, younger looking skin through the goodness of natural ingredients like Sandal and Sakura, which are well known for making skin healthy and soft.

     

    The commercial starts with a mother reading out a story to her young daughter. As the story progresses, the little girl gets more and more involved in the plot. She starts enacting the scene using her fingers on her mom’s arm. However, she soon gets lost in the softness of her mother’s skin and forgets all about the story. The film ends with the brand promise of ‘Soft Twacha, Hamesha’.

     

    Dennis Koshy

    Speaking about the ad, Dennis Koshy, Vice President-Bangalore, FCB Ulka, said “In a cluttered category like body lotion where consumers don’t perceive much difference between brands, memorability is especially important. Santoor Body Lotion found a very endearing moment that women loved, to set the brand promise in.

     

  • The film captures a few dimensions where women are excelling like entertainment, sports & engineering

    FCB Ulka celebrates women power in new TVC

    By A Correspondent

     

    Today, more than ever before we see women at the forefront of myriad fields. The Indian woman is pushing her limits, redefining boundaries, and subsequently earning herself top position in everything she does & making her presence felt. Recognising this role of women in our lives, Amul has unveiled a new campaign celebrating the same.

     

    Women are now fiercely ambitious and are proving their mettle not only on the home front, but also in their respective professions. The campaign raises a toast to these women & portrays how milk energises them to go about their life and shine. The film captures a few dimensions where women are excelling like entertainment, sports & engineering.

     

    Commenting on the campaign, R S Sodhi, Managing Director, GCMMF said,“We are happy to demonstrate the role of women in the advancement of our society. In fact, Amul is a brand which has been built on women empowerment over the last 7 decades. Our campaign “AmulDoodh Pita hai India” is very popular across the country and we are confident that this creative will further propel the brand.”

     

    Haresh Moorjani, Executive Creative Director, FCB Ulka & creator of the earlier campaigns on Amul Milk, said “Historically we have seen that there is a strong association between a country’s progress & how it treats its women. Today, if we are where we are it is solely because of the role women play in our lives – at home &outside. Taking this forward the Amul Milk campaign is an ode to the Indian woman captured in the track that says Aageaagebadtahai India. AmulDoodhPeetahai India!”