MxMIndia

Tag: FCB Ulka

  • Quirky and insightful, the latest ad film focusses on how easy it is to be fashionable

    Snapdeal unveils TVC announcing Annual Sale

    After the TV debut of the Snapdeal Mobile App, the online entity has announced its latest TV ad ‘End of Season Sale’. The new TVC is conceptualized and created by FCB Ulka Advertising.

     

    Quirky and insightful, the latest ad film focusses on how easy it is to be fashionable. One doesn’t need to sweat, whether it is to save money on fashionable clothes and accessories or to save oneselffrom waiting in long queues at the cash counters.

     

    The TVC crafted by FCB Ulka, shows the protagonist (played by actor PulkitSamrat) having a nightmare about his girlfriend on a shopping spree, at his cost, of course. He wakes up to realize that he was only dreaming and takes solace in the fact that saving on top fashion brands is still in his hand, courtesy the End of Season Sale on snapdeal.com.

     

    Sachin Das Burma-Group Creative Director- FCB Ulka said,”Yet again, we have managed to reflect real life in our communication, keeping the role of our product in the centre of the story. I think our target audience will connect to our effort and hopefully, the results will be good.”

     

    Sandeep Komaravelly, VP – Marketing, Snapdeal.com shared,”With this ad we are looking at highlighting the End of Season Sale at Snapdeal.com which enables consumers to save on some of the biggest fashion brands in the industry. Consumers can now avail upto 60 per cent discount across various fashion categories like clothing, footwear, Fashion accessoriesetc. There are 3.5 lac products and over 1000 brands for the consumers to choose from. We have also seen a substantial increase in the download rate of mobile app and have re-iterated the benefit of using our mobile app to access a variety of products through this TVC.”

     

  • At the recently conducted World Dairy Innovation Awards 2014 during the 8th Global Dairy Congress at Istanbul, Amul bagged the best marketing campaign for the campaign

    FCB Ulka’s campaign for Amul bags award at Istanbul

    By A Correspondent

     

    Given its stature as the largest milk brand in India, Amul has undertaken the initiative to educate the Indian consumer about the goodness of milk and milk products and encourage consumption. With this objective, it has conceived the ‘Eat milk with every meal’ campaign that has been created by FCB Ulka.

     

    The press and digital campaign brings alive the nutritional benefits of various dairy products, be it milk, butter, paneer, ice cream or even ghee. The campaign started in July 2013 in national and regional press, comprising of publications like The Times of India, The Hindustan Times, The Telegraph, Deccan Chronicle and The Hindu. Simultaneously the campaign was launched online on Facebook. Later a dedicated website www.amul.com/eatmilk was also launched for better interaction with the consumers. The campaign was designed by FCB Ulka Advertising.

     

    At the recently conducted World Dairy Innovation Awards 2014 during the 8th Global Dairy Congress at Istanbul, Amul bagged the best marketing campaign for the campaign, which was received by KM Jhala, Chief General Manager, GCMMF.

     

    The other finalists in this category were Quench (US) for its Turkey Hill Dairy blog ‘The Ice Cream Journal’, Saputo (Canada) for Milk 2 Go Sport – Dufour-Lapointe Sisters, Muller Dairy (UK) for the Muller Rice Tasty B Campaign, and Cayenne (Austria).

     

    According to the Global Dairy Congress, the judging panel considered almost 160 entries from 30 countries.

     

    RS Sodhi
    Nitin Karkare

    R S Sodhi, Managing Director GCMMF Ltd. said that “expansion, innovation and brand building are the three pillars of Amul’s strategy to achieve the growth. We are glad that our efforts are being recognized at the global level.”

     

    “We are delighted that GCMMF has won the best marketing campaign award from over 160 entries from 30 countries. The simplicity of the message – eat milk with every meal, has led to its universal appeal- with the consumers and the jury,” said Nitin Karkare, Chief Operating Officer, Mumbai, FCB Ulka.

     

  • FCB Ulka Advertising chief M G Parameswaran is set to be the next President of the Advertising Agencies Association of India. A formal announcement of this is to be made soon

    MG ‘Ambi’ Parameswaran to be AAAI president

    M G Parameswaran

    By A Correspondent

     

    Author and Adviser, FCB Ulka M G Parameswaran is set to be the next President of the Advertising Agencies Association of India. Ambi, as he’s popularly known in the fraternity, and is currently vice-president of the apex association of advertising agencies. A formal announcement of this is to be made shortly, MxMIndia learnt at Goafest 2014 last week.

     

    Former Leo Burnett Chairman and CEO Arvind Sharma has been President of the AAAI since 2012 and his term is expected to end next month. Mr Parameswaran will be the 44th head of the body (48th if you include those who held mulitiple, non-consecutive terms).

     

  • The company is using it as a launch vehicle for the brand's new positioning – 'Designed To Delight'

    Whirlpool unveils new campaign for frost-free refrigerator

    By a correspondent

     

    Whirlpool has launched a new campaign for its new Protton World Series Frost Free refrigerator. The new refrigerator is unique with a three-door format and has the revolutionary sixth SENSE® ActiveFresh technology in the ‘Active Fresh Zone’ to keep fruits and veggies fresh. The company is using it as a launch vehicle for the brand’s new positioning – ‘Designed To Delight’. The product is positioned to deliver freshness but this has been covered before by multiple players from every conceivable angle. The challenge was to come up with a completely new way of looking at freshness.

     

    The creative idea that FCB Ulka came up with was to celebrate a whole new way of enjoying freshness. While most commercials simply talk about freshness, the agency created a whole new level of freshness through sound. The commercial is a celebration of all things fresh with the refrigerator at the centre of it all.

     

    Mr. Sridhar Iyer, Sr. Vice President, FCB Ulka, said, “The Protton TVC from Whirlpool clearly establishes a new way of evaluating freshness within the category, the concept of sound of freshness stemmed from consumer observations as they go through the process of buying fresh grocery day in and day out.”

     

    Mr. Sanjay Sharma, Group Creative Director, FCB Ulka, expressed, “Freshness has several manifestations and most of them have already been explored. The sound of freshness, sounds fresh. We might not realize it, but seek this sound of freshness every now and then in the vegetables and fruits we buy. Hence, a fertile territory never explored in the refrigerator category, but extremely relevant.”

     

    Said Vipul Sabharwal, VP Sales and Marketing, Whirlpool of India Limited, “The Frost Free refrigerator category is an important category for Whirlpool, in which it has multiple products. We chose Protton World Series refrigerator to be the flag bearer in the TV medium because it truly embodies our new positioning ‘Designed to Delight’. It’s 3-door format is exquisitely crafted, the 6th SENSE® ActiveFresh Technology with Moisture Retention and MicroBlock ensure unparalleled bacteria-free freshness, and there is a captivating range of finishes to choose from. FCB Ulka has taken each of these elements and created an advertisement that is persuasive and entrancing. We are excited by the trade and consumer response and are confident that our ambitious share objectives will be met.”

     

  • The three firms in the running for Tata Group's global advertising pitch

    Y&R, JWT & TBWA in running for Tata’s global creative pitch

    By Pritha Mitra Dasgupta

     

    Two WPP agencies, Y&R and J Walter Thompson, and Omnicom shop TBWA Worldwide are in the final rounds of the first ever Tata Group global advertising pitch, currently underway. These three agencies will make their final presentations next week to the Tata team which is being led by Mukund Rajan, Brand Custodian and Member – Group Executive Council, Tata Sons. Atul Agrawal, vice-president, Group Corporate Affairs & Media, Tata Services is also a key decision-maker, said two senior officials familiar with the pitch process.

     

    Two other agencies in the fray – Interpublic Group’s FCB Ulka and McCann WorldGroup – were eliminated after preliminary rounds of presentations. In response to a mail sent by ET, a Tata Sons spokesperson declined to comment, stating, “This is internal to the company.” However, a senior Tata official, on condition of anonymity, confirmed that both WPP and Omnicom have reached the final round of the pitch process.

     

    The agencies are flying in global pinch hitters for this business, estimated at Rs 100-200 crore. “Teams from JWT New York and Y&R New York are a part of the pitch process,” said a source. Several senior WPP India officials also said that Martin Sorrell, CEO, WPP made a one-day visit to India to meet key Tata officials when the pitch began in the first week of April. When we contacted Sorrell to comment on the teams that will represent JWT and Y&R in the final round of presentations, the brief given to the agencies by Tata Group and if he at all came to India when the pitch process started. But he declined to comment and he said, “Obviously I couldn’t possibly answer any of those questions”.

     

    An email written to Tom Carroll, president and CEO TBWA Worldwide, did not elicit a response. Tata Group had given the agencies a formal brief, for an advertising mandate that would cover four key international markets including the US, the UK, Africa and China.

     

    The mandate is to create a global corporate campaign for the Tata Group as the company is looking to reposition itself globally. “In each market the company’s positioning is different. For instance, it is the largest employer in the manufacturing sector in the United Kingdom, which is very different from their positioning in US or even China. So they are waiting to hear from the agencies how best they can build their brands in these highly competitive markets”, said a senior official from one of the agencies still in the fray.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Contract Advertising replaces FCB Ulka after a successful 5-year stint while Mediacom comes in place of Lodestar UM

    Tata Docomo awards creative biz to Contract, media AOR to Mediacom

    By a correspondent

     

    Tata Docomo, the unified telecom brand of Tata Teleservices Limited (TTL) has awarded the creative responsibility of Tata Docomo and Tata Photon brands to Contract advertising while media responsibilities for the brand will now be handled by Mediacom. The new partnerships come into effect starting 1st May 2014.

     

    Contract Advertising replaces FCB Ulka after a successful 5-year stint while Mediacom comes in place of Lodestar UM. The estimated value of business is pegged in excess of Rs.175 crores.

     

    Gurinder Singh Sandhu, Head – Marketing, Tata Teleservices said, “We are really excited with Contract and Mediacom coming on board with a promising set of new ideas especially in the area of brand strategy and communication planning which we are confident will further accelerate the momentum behind the Tata Docomo and Photon brands. We have had a very successful association with our outgoing agency partners for the past five years and would like to thank them for their unstinting contribution towards building this brand.”

     

    Rana Barua

    Commenting on the win, Rana Barua – CEO, Contract Advertising said: ‘We are elated with this win and truly appreciate that Tata Docomo has seen the true potential that Contract can bring on board as a communication partner. We stand committed as a company to create outstanding work and partner them to deliver effective solutions which are path-breaking in the category.”

     

    Commenting on the new business acquisition, Debraj Tripathy, Managing Director, MediaCom said, “We are delighted with the opportunity to work with Tata DoCoMo. My team and I are excited with the win and look forward to adding value to their business.”

     

    Both agency changes are a result of a two-month long multi-agency pitch process including the incumbent partners.

     

  • The campaign carries the brand philosophy of 'Desh ka Namak' forward

    Mary Kom endorses campaign for Tata Salt

    By a correspondent

     

    Five-time World Boxing Champion and Olympic winner MC Mary Kom will be seen endorsing a campaign for Tata Salt. The campaign carries the brand philosophy of ‘Desh ka Namak’ forward and celebrates contemporary icons that are going beyond their own success and giving back to the country in their own areas of work.

     

    The ad campaign tells the story of the inspirational icon, Mary Kom – an Indian pugilist who hails from a poor, tribal family from Manipur. Mary Kom’s journey is a humble and powerful human story that the TVC captures. She rose against several hardships to achieve success for herself and the nation in the international arena. Her vision of success however didn’t stop at medals and accolades; it encompassed her community and the nation.  She nurtures the dream to create many more Mary Koms who will put India on the world sports map.

     

    Speaking on the new campaign, Ashvini Hiran, COO – Consumer Business, Tata Chemicals said, “Tata Salt is honored to be an integral part of 80 million households and it is the brand’s persistent effort to sustain this faith by providing a product of the highest quality. ‘Maine Desh Ka Namak Khaya Hai’ is reflection of the brand’s unflinching faith in the people of the country who are living the values of loyalty and are engaged in the holistic development of the nation.”

     

    Speaking of the brand’s new campaign, Shalaka Kamat, Head Marketing – Consumer Product Business, Tata Chemicals said, “Tata Salt has evolved from being a packet of salt to being known as ‘Desh Ka Namak’. The new campaign celebrates people who compose the moral fabric of the country. There is none better than MC Mary Kom to illustrate the brand values. She exemplifies the commitment of every Indian towards the country. Her journey of becoming a global icon and working towards creating future icons is truly inspirational. ‘Maine Desh Ka Namak Khaya Hai’ aims to give people a platform to bring forth stories of other inspiring individuals doing their bit for the betterment of the community and the nation. With this initiative, ‘Desh ka Namak’ means to connect people through the core values of the brand making it a collective movement.”

     

    K S Chakravarthy

    KS Chakravarthy, National Creative Director of FCB Ulka said, “The new campaign ‘Maine Desh Ka Namak Khaya Hai’ will reinforce the brand’s core belief, “Every Indian believes that he/she is making a difference to the country. We wanted to carry the legacy of this iconic brand forward with the new campaign to illustrate the brand credo, ‘Maine Desh Ka Namak Hai’ we zeroed upon the story of MC Mary Kom. Hers is a story of courage and loyalty to the community that has the potential to inspire many. She literally lives the Tata Salt brand values.”

     

  • Chandramohan Mehra of SBI life has been elevated as Country Head – Emerging Business

    Chandramohan Mehra to head emerging eusiness at SBI Life Insurance

    By A Correspondent

     

    Chandramohan Mehra of SBI Life has been elevated as Country Head – Emerging Business. In his new role, he will lead online sales, cross-selling and international operations of leading private life insurer SBI Life.

     

    Spearheading branding and marketing communication initiatives, Mr Mehra has driven multiple marketing campaigns in the last seven years at SBI Life. Amongst the popular campaigns were “Future Guaranteed”, “Old Boy Cricket” and “Jab Hum Honge Saath Saale Ke”. An Insead and BITS Pilani alumnus, his earlier assignments were at Kotak and FCB Ulka where he managed HDFC Bank and Tata Motors brands.