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Tag: Grey Group India

  • This is the first phase of the campaigning, demonstrated by a 60 second TV commercial, which will be aired in 10 languages across all major networks

    Grey India unveils new campaign to propagate Swach Bharat initiative

    By A Correspondent

     

    To support Prime Minister Narendra Modi’s Swach Bharat initiative, GREY group India, who was recently awarded to handle the creative duties of this mission has produced a new campaign as part of a larger campaign for the Swachh Bharat Mission.

     

    There are many offenders who have no qualms about throwing garbage on the street, littering on the streets, urinating in public etc., i.e. not contributing towards the social responsibility of keeping the nation clean. The central idea of the campaign is to “Shame” those offenders who do so. GREY¹s campaign aims at shaming those offenders, as the protagonist in the TV campaign is cheered or rather jeered by the people who have observed the protagonist’s dastardly act. This is the first phase of the campaigning, demonstrated by a 60 second TV commercial, which will be aired in 10 languages across all major networks.

     

    On the Swachh Bharat campaign, Samir Datar, VP & Branch Head, GREY Delhi says, “We are delighted to be part of Swachh Bharat initiative. We believe that the idea of shaming people who litter, is a compelling idea and can become a very effective behaviour change tool, once it gets traction in social media and ground activation.”

     

    GREY group is now working on the second phase to add momentum to this communication. GREY group India’s National Creative Director and EVP, Malvika Mehra said, “There is a saying in Hindi ‘jab ghee seedhi ungli se na niklay, tab ungli tedhi karni padti hai’. Despite countless ‘Keep India Clean’ efforts/messages by the government, we still see a total lack of involvement from our brethren for the cause. The sarcasm in the film is an attempt to drive home the point harder by now literally ‘humiliating’ the offender, albeit nicely. Hope such efforts lead to a Swachh Bharat indeed.”

     

  • During his first stint at Grey, he had been actively involved in launch campaigns for Honda Brio

    Grey re-appoints Dushyant Chopra as Creative Director

    By A Correspondent

     

    Dushyant Chopra

    Grey group India has appointed one of its former creative team members Dushyant Chopra as the Creative Director and Head of Art.

     

    During his first stint at Grey, he had been actively involved in launch campaigns for Honda Brio and initiatives like the India Bike Week for Fox Traveller. He had also worked on the brand campaign for National Geographic – Unlock.

     

    Malvika Mehra

    On his joining back, Malvika Mehra, NCD & EVP said, “It’s rare to come across good talent; rarer still having it come with a great work attitude. Dushyant seems to have both and I couldn’t be happier welcoming the prodigal son back into the Grey fold. In less than eight months.”

     

    In a career spanning almost 13 years, and apart from Grey, he has worked for leading agencies like OgilvyOne Worldwide, Rediffusion Y&R and Iris Worldwide. He has handled some leading brands across verticals like American Express, ITC Hotels, Cisco, Honda, Fujifilm, National Geographic, Fox Traveller, Sony Ericsson, DishTV, Videocon, GSK, General Motors, Chivas, Avaya, Adidas and Intex Mobile Phones.

     

  • The challenge that GREY group faced was that the communication had to capture the famed solidity of the car and yet promote the stylish new looks and features

    Grey says ‘Hello Life’ for Fiat Punto

    After establishing a decent fan base, Fiat has introduced the all-new Punto Evo with a revamped design. The car has retained its strengths while packing on oodles of style and plenty of new features.

     

    For Punto’s advertising agency GREY group the task was clear: announce the new Punto Evo, re-instate its strengths while promoting all the new additions, and ensure the car is a part of Fiat’s overall brand positioning of ‘Hello Life’. The major challenge that GREY group faced was that the communication had to capture the famed solidity of the car and yet promote the stylish new looks and features.

     

    GREY has come up with a campaign that ticks all the checkboxes while driving home the point with a lot of flair. The creative idea is ‘Life just became more interesting’ and it uses the device of adding a different take to any situation. While something is enjoyable in its own way, it can be made even better by simply incorporating a different aspect to it.

     

    Nagesh Basavanhalli, MD and President Fiat Chrysler India said,” Punto Evo is a stylish, premium hatchback embodying Italian design flair making it a preferred choice of a style conscious consumer. Agency was given the task of communicating the strengths of Punto while making it appeal to its target consumers who are life maximizers – Youthful ,Carefree, Cool, Hep, Happening, Stylish, Energetic who is a evolved and is tech savvy in today’s world. While we had a choice to talk just about the product, we wanted to keep it around the consumer and what the car promises to be to his/her life and hence, we developed the proposition of New Punto EVO, life just became more interesting. The TVC maintains the premium and international imagery of the brand and keeps the communication to the point yet very eye-catching and full of life.”

     

    Malvika Mehra, National Creative Director, GREY group India says, “Most car advertising in this segment typically sounds very transactional and competitive. It’s mostly about mileage, power, legroom etc. which while being an important part of the decision making process, sometimes leave out the ‘experience’ of what it ‘feels’ to drive that car. We forget that cars are actually an extension of one’s personality. With the new communication for the Punto Evo, with it’s exciting new features and great Italian design pedigree (an intrinsic part of the Fiat lineage), we have tried to occupy the mind space of a discerning consumer who while being reassured of the ‘basic asks’ of a great car (obviously) also has a chance to have an ‘interesting’ driving experience with this Italian hatchback.’

     

  • Grey Group India has announced the appointment of Projit Sarkar to head the agency's Kolkata operations

    Grey appoints Projit Sarkar to head its Kolkata office

    By A Correspondent

     

    Projit Sarkar

    Grey Group India has announced the appointment of Projit Sarkar to head the agency’s Kolkata operations. Mr Sarkar brings with him an experience of nearly 13 years in brand and marketing communications.His last stint was with Amrit Group of companies where he was heading the brand and marketing department. The other agencies he has worked with includes Genesis, Mileage, Mudra , O&M and Madison BMB.

     

    At Grey, he will report to Sunil Lulla, the recently appointed CMD. Commenting on the appointment, Mr Lulla said: “Grey Group is delighted to welcome Projit back to lead the growing operations of Eastern India from Kolkatta. His familiarity with the marketplace, clients and consumers coupled with  his experience in brand and marketing communications will add tremendous value and benefit both the agency and clients based in the market.”

     

    Sunil Lulla

    Speaking on his return and new role, he says, “Coming back to Grey is a homecoming.  I see and believe that there is a lot of opportunity to create value for internal and external stakeholders  through meaningful effective marketing communication. GREY Group is the place where it can be done from.”