MxMIndia

Tag: FCB Ulka

  • The campaign emphasizes the brand’s assurance of an extra bounce in everyday life

    Nature Fresh promotes new atta offering in latest TVC

    By A Correspondent

     

    Nature Fresh Sampoorna Chakki atta, the fastest growing brand of packaged atta in India announced the launch of a new campaign with the theme ‘Khali pet jung nahi jeeti jaati’. The campaign emphasizes the brand’s assurance of an extra bounce in everyday life.

     

    Nature Fresh is a household name in India. The strength of the brand lies in its offering of the highest quality products sourced from the best of nature. The brand’s current portfolio comprises Atta and oil.

     

    Nature Fresh Sampoorna Atta is a pioneer in the packaged atta category. It is made from the select, high quality wheat, grinded perfectly to give best possible consistency – na zyada bareek, na zyada dardara. The atta is rich in dietary fiber that eases digestion which means more strength and energy to the body.

     

    As a nation, which is on a journey of progressive development, every individual is on a drive to move up the socio-economic ladder. The everyday battle to succeed in their goals is possible only when the individual is healthy and is full of energy and strength. The brand takes inspiration from this basic insight ‘khali pet jung nahi jeeti jaati’ and takes a leap in terms of not only building the promise on the functional role of Atta but a higher order promise of strength and energy to take on the daily challenges of life. The brand tagline has been articulated as ‘Shakti hur jung ke liye’.

     

    Commenting on the new campaign Neelima Burra, Chief Marketing Officer, Cargill Foods India said, “While the category of branded Atta has low penetration at the moment, we see a significant opportunity for growth. Through this campaign, we aim to secure a strong position in the mind of the progressive urban consumer who seeks value without compromising on quality.”

     

    Explaining the TVC idea, Sridhar Iyer, Sr. Vice President, FCB Ulka said,“Atta till date has been sold on quality, trust, care but we felt that there’s a larger reason for an atta brand to be sold. This stems from the fact that one cannot take on the challenges in an empty stomach. Roti as a part of the main meal menu is the conventional source of sustainable energy and countless Indians have believed in its power as they set off for everyday battles. Nature Fresh Sampoorna Chakki Atta embodies that belief.”

     

  • The crowning glory of this revamping exercise is Nerolac Enamel’s rich vibrant colour

    Nerolac kickstarts festive season with new TVC

    By A Correspondent

     

    Kansai Nerolac Paints Ltd (KNPL) has released a new television commercial for Nerolac Enamel to mark the onset of festive season with Onam.

     

    The ad film opens with a shot of an old mother elated to receive the news of her son’s return. Excited with the news, the entire family is seen eagerly cleaning up and repainting their neglected and dull looking home. The crowning glory of this revamping exercise is Nerolac Enamel’s rich vibrant colour.

     

    As the son arrives, the family members eagerly wait inside the house for him to enter so that they can welcome him home. The wait continues so the confused family hurries to investigate the reason for the hold up. They find the son at the threshold mesmerized by the vibrant smooth finish of their newly painted door, emphasizing Nerolac Enamel’s product promise that a vibrant and smooth finish will enamour all those who come across it!

     

    Satbir Singh, the Chief Creative Officer at FCB Ulka shared the thought behind the film, “It is a slice of life from a typical household in Kerala, with the return of family members being as momentous as a festival in itself. Often the family receives a short notice and we wanted to convey how simply painting your home can completely alter the personality of your home.”

     

    Anuj Jain, Director Decorative Paints at Kansai Nerolac Paints Limited added, “Kerala is a crucial market for Nerolac. In addition to a host of ad-marketing activities lined up specifically for the state, the aim to release this television commercial was to kick-start the festive season in Kerala. The ad beautifully represents the elegant and simplistic life in Kerala while portraying how a home makeover brings the entire family together.”

     

  • The latest TVC captures this central thought in a quirky and memorable way, featuring the brand mascot Sharky

    FCB Ulka executes new TVC for Candyman Choco Double Eclairs

    By A Correspondent

     

    Launched in 2007, ITC’s Candyman Choco Double Eclairs (CCDE) has garnered significant mind and market share over the years with its distinct éclair offering with the promise of ‘chocolate inside and chocolate outside’. Conceptualised by FCB Ulka Bangalore, the latest TVC captures this central thought in a quirky and memorable way, featuring the brand mascot Sharky.

     

    Set in a beautiful beach on a warm sunny day, the film begins with a lifeguard relishing Choco Double Eclairs at his station. Suddenly, he’s jolted by screams of a damsel in distress, who appears to be drowning. The lifeguard leaves even his Choco Double Eclairs behind and plunges in to the rescue, bringing her safely to the shore. As he gazes dreamily into the pretty girl’s eyes, a surprise is in store for both the lifeguard and the viewer.

     

    On the new film, Dennis Koshy, Vice President – Bangalore, FCB Ulka, said – “CCDE with its irresistible double dose of chocolate is one of the many unique offerings from Candyman. The challenge was to bring out this chocolate inside and chocolate outside message in a memorable way that appeals not just to kids, but adults too.”

     

    Dharmesh Shah, Creative Director – FCB Ulka, Bangalore, adds – “The idea was to stay with Sharky, but give it a fresh twist. The film had to entertain, and at the same time, convey what CCDE offers – Choco inside, choco outside.”

     

  • Nagesh Alai to move to Global Vice-Chairman role as Ohri is to join in Jan 2016

    It’s official. Rohit Ohri to join FCB Ulka as Group Chairman and CEO

     

    By A Correspondent

     

    It’s now official. Former Dentsu India chief Rohit Ohri is joining FCB Ulka as Group Chairman and CEO. This is effective January 2016. Ohri, who is currently in Singapore, told MxMIndia that he will serving a cooling off period as per the Dentsu contract and is looking forward to the FCB Ulka stint.

    Ohri told MxMIndia that he would be located essentially in Mumbai when he joins FCB Ulka. This will be the first time he will have Mumbai as his permanent base, having worked first in Kolkata and more recently in New Delhi NCR.

    So did he decide on the FCB offer before he accepted the new opportunity at Dentsu in June? Not at all, said Ohri. “I signed on the FCB papers only last week and moved to Singapore in June itself,” he said.

    Meanwhile, Carter Murray, worldwide CEO of FCB, issued a confirmation on Ohri’s appointment. Ohri will succeed current CEO and Group Chairman Nagesh Alai who, after 25 years with FCB, is moving 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 the 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.”

    Ohri will be supported by FCB Ulka’s management board, which includes Shashi Sinha, Executive Director, Lodestar Media and CEO – IPG Mediabrands; Niteen Bhagwat, Executive Director, Interface Communications and Asterii Analytics; MG Parameswaran, Executive Director of FCB Ulka Mumbai and Bengaluru, FCBi, Cogito and Arvind Wable, Executive Director, FCB Ulka Delhi.

     

  • Even as the Dentsu Aegis Network has confirmed the news of the exit of one of its key stakeholders in the APAC region, there are rumours that his next port of call may be FCB Ulka

    Rohit Ohri quits Dentsu. May be joining FCB Ulka: ‘dna’ report

    By A Correspondent

     

    Rohit Ohri

    Even as the Dentsu Aegis Network has confirmed the news of the exit of one of its key stakeholders in the APAC region, there are rumours that his next port of call may be FCB Ulka. According to a report in newsdaily dna’s website dnaindia.com, “former Dentsu India CEO Rohit Ohri is set to join FCB Ulka.” Attributing reliable sources, the report addes that the announcement of Ohri taking charge at the Mumbai-based agency network will be made soon.

     

    Meanwhile, this is the official statement from Dentsu Aegis: “Rohit Ohri CEO Dentsu Asia Pacific (ex Japan) has resigned after four years at the company. He has made a great contribution and we thank him for that. New leadership of Dentsu brands in Asia Pacific will be announced in due course.”

     

  • The film's roll-out will be supported by a print ad as well as intensive promotion on YouTube and other social media platforms

    Zee Entertainment launches new corporate brand film created by FCB Ulka

    By A Correspondent

     

    You hear Prime Minister Narendra Modi talk of ‘Vasudhaiva Kutumbakam’ in most of his addresses internationally. Just last week, speaking to the Indian diaspora in Shanghai, China, the Prime Minister spoke of Vasudhaiva Kutumbakam which can be translated from the Sanskrit as The World is My Family.

     

    Interestingly, Vasudhaiva Kutumbakam is also the corporate credo of Zee Entertainment Enterprises Limited (ZEEL).  Now building on its global positioning of ‘Vasudhaiva Kutumbakam – The World is My Family’, ZEEL has announced the launch of its new corporate brand film. Currently reaching over 959 million viewers across 169 countries, the film reiterates Zee’s role as a global brand, a cultural ambassador, uniting people in India and across the world through its wide network of 33 domestic and 36 international channels.

     

    Zee Entertainment had unveiled its corporate brand positioning and identity,‘Vasudhaiva Kutumbakam – The World is my Family’, in 2013.

     

    Roland Landers
    Satbir Singh

    Speaking on the new brand film, Roland Landers, Head – Corporate Brand, ZEEL said, “In its journey of 22 years, Zee has made a significant place in the hearts and minds of millions of viewers across the world. Through this film, we not only cherish their presence, but also welcome the world to be a part of this family.”

     

    Satbir Singh, Chief Creative Officer, FCB Ulka, the communications agency that created the film said, “Zee is today this massive family with millions of family members around the world, connected through highly engaging television and movie content. We are celebrating this inclusive value of Vasudhaiva Kutumbakam, or the World is a Family, with this film.”

     

    The film will be aired on all Zee Entertainment and Zee Media channels starting today (May 18). The film’s roll-out will be supported by a print ad as well as intensive promotion on YouTube and other social media platforms.

     

     

     

  • Enables customers cancelling a trip, to reschedule it instead, at no extra cost

    MakeMyTrip launches unique offering ‘Uncancel’

    By A Correspondent

     

    MakeMyTrip has unveiled ‘Uncancel’, a first-of-its-kind feature that enables travellers to reschedule a trip with just a click, instead of cancelling it altogether. In an added delight, the trip is re-booked at the original cost, making it a win-win for the customer.

     

    The feature was conceptualized by FCB Ulka to enhance the company’s reputation as a customer-focused brand. Research indicates that customers face significant disappointment and distress while cancelling their travel plans and facing the prospect of increased cost of re-booking at a later date. This is also a big deterrent from undertaking the trip again – a sentiment that cut across age groups.

     

    FCB Ulka hit on the idea of ‘Uncancel’ to establish how MakeMyTrip understands and appreciates the emotions attached to a trip. This feature was launched through social-media activation (including influencer and blogger engagement) and broad-scale digital advertising campaign. The entire campaign is centred on the powerful and emotionally resonant brand belief – “Some trips are more than just trips”. FCB Ulka has developed end-to-end communication including Customer Care Centre Scripts, Introduction Mailers, Digital Banners, and the launch films.

     

    Sachin Das Burma

    Sachin Das Burma Group Creative Director, FCB Ulka said: “In advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client who trusted our vision and persevered through a long period of conceptualization that involved massive changes at their end – in product features, processes and technology integration.”

     

    The communication campaign includes three short films, expressing how a trip can be more than just a trip, with the protagonist facing an impending cancellation. MakeMyTrip’s Uncancel then provides a way out for the traveller to continue with their trip at a later date.

     

  • Enables customers cancelling a trip, to reschedule it instead, at no extra cost

    FCB unveils ‘Uncancel’ for MakeMyTrip

    By A Correspondent

     

    MakeMyTrip has launched ‘Uncancel’, a first-of-its-kind feature that enables travellers to reschedule a trip with just a click, instead of cancelling it altogether.  In an added delight, the trip is re-booked at the original cost, making it a win-win for the customer.

     

    The feature was conceptualized by FCB Ulka to enhance the company’s reputation as a customer-focused brand. Research indicates that customers face significant disappointment and distress while cancelling their travel plans and facing the prospect of increased cost of re-booking at a later date. This is also a big deterrent from undertaking the trip again – a sentiment that cut across age groups.

     

    FCB Ulka hit on the idea of “Uncancel” to establish how MakeMyTrip understands and appreciates the emotions attached to a trip. This feature was launched through social-media activation (including influencer and blogger engagement) and broad-scale digital advertising campaign. The entire campaign is centred on the powerful and emotionally resonant brand belief – “Some trips are more than just trips”. FCB Ulka has developed end-to-end communication including Customer Care Centre Scripts, Introduction Mailers, Digital Banners, and the launch films.

     

    Sachin Das Burma

    Sachin Das Burma Group Creative Director, FCB Ulka says: In Advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client who trusted our vision and persevered through a long period of conceptualization that involved massive changes at their end – in product features, processes and technology integration.”

     

    The communication campaign includes three short films, expressing how a trip can be more than just a trip, with the protagonist facing an impending cancellation. MakeMyTrip’s Uncancel then provides a way out for the traveller to continue with their trip at a later date. The first film is already live, and received tremendous positive feedback and brand buzz. The two films to follow will also be released on digital platforms only – marking another first for MakeMyTrip.

     

  • The endorsement fee for the actor is said to be in the range of Rs 15-20 crore, according to industry estimates

    Snapdeal ropes in Aamir Khan as brand ambassador

    By Shambhavi Anand

     

    Online marketplace major Snapdeal has roped in Bollywood actor Aamir Khan as its brand ambassador. The endorsement fee for the actor is said to be in the range of Rs 15-20 crore, according to industry estimates.

     

    Snapdeal will launch Khan as its ambassador through an extensive campaign which will be launched on television and online.

     

    The campaign has been planned by Leo Burnett, which has bagged a portion of e-commerce company’s creative account following a multi-agency pitch, which started in November last year. The account is worth Rs 100 crore, according to an executive aware of the development.

     

    Aamir Khan is known to be selective about the brands that he endorses. In the past, he has been associated with brands like Coca Cola, Samsung, Godrej, Tata Sky and Titan watches. Leo Burnett declined to comment on the development. In an email response, Snapdeal spokesperson said, “This is speculation and as a policy, we do not comment on speculations.”

     

    Most e-commerce companies have been getting celebrities, especially actors, on board to endorse their brands. Yepme roped in Shah Rukh Khan recently. Myntra got on board Ranveer Singh. LimeRoad and Jabong have Neha Dhupia and Yami Gautam as their ambassadors, respectively.

     

    Snapdeal has been working with FCB Ulka for the past three years and is believed to have retained the agency. The upcoming campaign planned by Leo Burnett will go live next week and will have Khan endorsing the campaign. Snapdeal’s campaign during Diwali had around 40 TV commercials and had more than 20 celebrities endorsing the brand. Personalities such as Alok Nath, Harsha Bhogle, Mandira Bedi and many others were a part of it.

     

    Snapdeal is believed to be negotiating terms with Alibaba for a record funding round of Rs 6,200 crore. In October last year, it raised Rs 3,800 crore ($627 million) from Japan’s SoftBank, valuing the company at Rs 11,200 crore.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd.

    All Rights Reserved, Licensed to republish

     

  • Eastern has shown strong growth in geographies like Karnataka, UP, AP, Telengana & Maharashtra where last fiscal the growth exceeded 50 per cent

    FCB creates TVC for Eastern Condiments

    By A Correspondent

     

    Eastern Condiments has released a new TVC that showcases the company’s legacy and product offering across multiple countries. The company is one of India’s oldest and leading spice processing companies. It has eight factories across India and one in the Middle East, processing in excess of 40,000 tonnes of spices last fiscal, selling 12 lakh packets a day making it one of India’s largest spice enterprises.

     

    While maintaining more than 70 per cent market share in Kerala, Eastern has shown strong growth in geographies like Karnataka, UP, AP, Telengana & Maharashtra where last fiscal the growth exceeded 50 per cent.

     

    The Eastern Puliogare film is about Eastern’s flagship product for Karnataka, Eastern Puliogare Masala showing how people in Karnataka swear by its authentic taste. The film is a journey through the vastly different geographies and topographies of one of the largest states in India where people are asking a naturally welcoming question ‘Have you eaten?’ in the varied local dialects of Kannada. This journey tells us about the diversity of Karnataka and Eastern’s Puliogare Masala’s universal acceptance across the state of Karnataka.

     

    The TVC will be aired on Kannada channels comprising of GEC, Music, Movie and News channels.

     

    Commenting on the campaign, Biju Job, Head Marketing said, “My brief to FCB was to ensure the campaign communicates that Eastern Masala is an integral part of the fabric of Karnataka and its people and I am happy that this campaign has accomplished that.”

     

    Firoz Meeran, Managing Director, Eastern Condiments said, “Our products are increasingly an integral part of the food habits of families across India. It fills me with joy to see Eastern Puliogare Masala’s used by so many families in Karnataka.”

     

    Robby Mathew

    Robby Mathew, Chief Creative Officer, FCB Ulka said, “The film aims to present Eastern Puliogare as the unanimous choice of people across Karnataka. Interesting use of dialects, costumes and locations helps weave the brand in the fabric of Karnataka. The TVC achieves this with simplicity and is makes for a pleasant viewing.”

     

  • The main objective of the campaign was to highlight the first-in-segment multi-drive feature of Bolt

    FCB Ulka highlights multiple features of Bolt through a series of campaigns

    By A Correspondent

     

    FCB Ulka has conceptualised a series of ads for Tata Motors’ newest hatchback offering -Bolt. The main objective of the campaign was to highlight the first-in-segment multi-drive feature of Bolt. This unique feature allows one to shift between different driving modes of Sport, City and Eco – at the touch of a button.

     

    The ads show a mix of sequences of people in the Bolt – a gang of friends who are running late for a match, a family which decides to switch to Eco mode as they don’t need to tank up for a long drive, an independent minded lady on her way to the airport to pick her partner, colleagues who have had a long week and want to go on an enjoyable drive, a young father taking his children for ice cream, and a classic wedding situation. All the situations were shot around the country to connect with pan-India audience, and were strung together by a modern and youthful jingle.

     

    The TVCs are being aired across GECs, news, niche and regional channels. They are also supported by print, radio and digital media.

     

    Commenting on the campaign, Delna Avari, Head – Marketing Communications, Passenger Vehicles, Tata Motors said, “The Bolt is an exciting hatch from Tata Motors. This is India’s first hatch to offer a Multi-Drive mode experience. We wanted to play up on this core offering. We wanted the music to be peppy, which goes with the Sportiness of Bolt. The brief to the agency was to create a simple yet impactful ad which captures the spirit of the young Indian consumer. We are delighted that FCB Ulka has delivered a strong communication through this ad campaign. We have seen a positive, good response for the Bolt.”

     

    Haresh Moorjani, Executive Creative Director, FCB Ulka said, “In the hatchback segment, the Bolt is truly a trendsetter. Besides great looks and new age connectivity options, the one feature that sets it apart is the multi-drive. So we single-mindedly created a series of commercials around this feature with a track that brought alive multi-drive in a memorable manner. Capturing a young lifestyle that is in a state of constant change – from a surge of power to the joy of a long drive”.

     

    The task was to bring ‘multi-drive’ alive through real-life situations where a person might need a burst of power or better mileage.

     

  • After regisning as managing partner and chief creative officer at Havas Worldwide India, Satbir will join FCB Ulka next month

    Satbir Singh to join FCB Ulka as CCO

    By Pritha Mitra Dasgupta

     

    Satbir Singh, managing partner and chief creative officer (CCO) at Havas Worldwide India, has submitted his resignation at the advertising and marketing agency. He will join rival agency FCB Ulka as CCO with effect from February.

     

    Confirming the development, Nagesh Alai, chairman at FCB Ulka Group, said Mr Singh will be a great addition to FCB Ulka’s leadership team. Mr Singh will replace K S Chakravarthy, popularly known as Chax, who quit FCB Ulka as national creative director last year. He will be relocating to Mumbai from Delhi for the new position. “FCB is amongst India’s largest agencies for a reason. My mandate is to persist with the good things, sharpen the others and add digital edge to our offering,” Singh said. “Clearly it’s time for smart, digitally-savvy large agencies to create work that speaks to people in their preferred medium, whether it’s a 30-inch screen or a 4-inch one,” he said.

     

    Before joining Havas in 2005, Singh worked at Ogilvy & Mather as creative director; Leo Burnett as associate creative director and Grey, where he started his advertising career about two decades ago.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish