MxMIndia

Tag: Harshad Rajadhyaksha

  • And this is what Ogilvy CEO Kunal Jeswani said: We don't create work to win awards. We just bring our best game to every client and every brief. That's how we win

    Young people at Ogilvy India have done us proud: Piyush Pandey

    By A Correspondent

     

    Outside of the rich pickings by McCann Health, for more conventional advertising work, Ogilvy India bagged nine metals – Two Golds, two Silvers and five Bronzes.

     

    Here’s what Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia said: “I am very happy for the young people who work at Ogilvy India and have done us proud.  My congratulations to all other agencies in India.” Added Kunal Jeswani, CEO, Ogilvy India:  “People often ask me what differentiates Ogilvy. As consumers move seamlessly from one platform to the next and agencies and marketers struggle to keep up, what should clients look to Ogilvy for?  What is the one thing that we rally our people and services around, that defines us and sets us apart?  It is the ability to tell great brand stories and build brand love.  The nine Lions we picked up at the 2017 Cannes Festival is recognition from one of the toughest competitions in our industry, that we do this incredible well.  Great clients and great teams partner to create great work at Ogilvy every day.  How do we do this consistently? We don’t create work to win awards.  We just bring our best game to every client and every brief. That’s how we win.”

     

    Said Kainaz Karmakar and HarshadRajadhyaksha, the creative leaders on Savlon Chalk Sticks which is possibly the second most awarded campaign at 2017 Cannes (after McCann’s Afghanistan ministry of health):  “Savlon’s Healthy Hands Chalk Sticks is simple, surprising and effective,  That is the reason why juries from around the world have thought it to be worthy of such heavy metals, in such large numbers. Beauty Tips by Reshma also got us the highly regarded Lion for Creative Effectiveness. The honesty of this campaign cuts through the clutter and goes straight to the heart,  We are beyond happy and we share this glory with our rockstar teams and our brave clients. “

     

  • The brand promises hair nourishment as well as styling, notes a communique

    Parachute Advansed unveils TVC for new range

    By A Correspondent

    Marico has released a new campaign for its recently launched Parachute Advansed Men. The brand promises hair nourishment as well as styling, notes a communique.

    Commenting on the product range, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “Styling for men is a highly underpenetrated category, with a huge segment of consumers using water/oil for grooming and nourishment post wash. Having recognised this gap and marrying it to Marico’s larger focus on the male grooming sector, we have launched Parachute Advansed Men which truly celebrates manhood and shows them in a good light.”

    Added Kainaz Karmakar, ECD Ogilvy: “Parachute has been a hugely trusted brand synonymous with hair care amongst women for several decades now. The task was to carve a distinct niche for Parachute Advansed Men and make it stand apart from the mother brand.  This is where a relevant, memorable and ownable space mattered. ‘Good men deserve to look good’ is precisely such a space. It allows us a long term platform for the brand to stand for a belief, and yet remain connected to the product benefit of ‘Goodness for hair, inside-out”.

    Said Harshad Rajadhyaksha, ECD Ogilvy: says, “Once this unique central idea of ‘inner goodness complemented by great grooming’ was worked out, an equally important task was bringing it all to life. We are confident that the work will resonate well with the men it is targeting, and help this young brand grow from strength to strength.”

  • A delightful series of 5-second commercials for Mother's Day

    Ogilvy and Red Label unveil Moms Vs Internet in 5-seconders

    By A Correspondent

     

    Leading up to Mother’s Day, Ogilvy Mumbai and Brooke Bond Red Label have launched a series of un-skippable five-seconder pre-rolls, where moms talk to their ever-online kids.

     

    Said Harshad Rajadhyaksha, ECD, Ogilvy Mumbai:“The campaign is not born out of any duration restriction. It is born out of a very pertinent insight – The only way your mom can get your attention these days is if she appears in an un-skippable format.”

     

    Added Kainaz Karmakar, ECD, Ogilvy Mumbai: “In each of these commercials the mother makes a sharp point about losing the time of her children to their obsession with the internet. The beauty is, she uses the Internet to make this point.”

     

    Said Abhik Santara, EVP, Ogilvy Mumbai: “Red Label Tea believes in being present on every relevant occasion and tell consumers in as many ways as possible that togetherness is just a cup of tea away.”

     

  • Tea can't cure Alzheimer's but it can cure loneliness

    Red Label Tea out with another thought-provoking campaign

    By A Correspondent

     

    In keeping with its tradition of centered around togetherness, Red Label tea has launched another story in the series.Explaining the campaign, Kainaz Karmakar, ECD, Ogilvy Mumbai said: “Loneliness is the biggest disease going around in the world. And it hits people with Alzheimer’s that much harder because they are not even in a state to complain about it. Luckily we have a client who is as sharp and sensitive as this issue demands, so we could do what we set out to. Tea can’t cure Alzheimer’s but it can cure loneliness.”

     

    Abhik Santara, EVP, Ogilvy Mumbai added: “‘T’ for togetherness is more than a hashtag for this campaign. It is a call to action. All the work on Red Label nudges us to dissolve some social tension that faces us in current times. This time it is nudging us to remember the people we have forgotten.”

     

    Said Harshad Rajadhyaksha, ECD, Ogilvy Mumbai:: “All good communication must work at two levels. It must deliver the brand message and the human message. We were lucky to find a story that does both. Prasoon Pandey, worked nothing less than magic in taking this story from page to screen. Here’s hoping everyone who watches it enjoys it of course, but also does their bit in making someone less lonely.”

     

  • The campaign led by Video CVs takes viewers and potential employers to a page that is a one-of-a-kind online Employment Exchange for hiring various acid-attack survivors

    Ogilvy partners MLNS to create video CVs for acid attack survivors

    By A Correspondent

     

    Building on the success of its #EndAcidSale campaign for ‘Make Love Not Scars’ last year, Ogilvy has launched a powerful new campaign to benefit the cause of acid attack survivors.

     

    In the campaign hashtagged #SkillsNotScars, acid attack survivors present their skills to potential employers through a CV with a twist – a Video CV. After stating standard information about themselves and their skills, these women end their Video CV by saying that they could have well emailed a written out CV like any other candidate, but they created a Video CV so that their potential employer could also see their acid-scarred faces, and they hoped that this will not be the barrier for their employers.

     

    Said Kainaz Karmakar and Harshad Rajadhyaksha, Executive Creative Directors, Ogilvy Mumbai: “Acid attack survivors face the added unfairness of the world cringing at the sight of their scarred faces. A huge part of the fight back against this evil is for society to accept these innocent victims back into the social fold. And there can be no greater support than to look beyond their scars and employ these girls for the skills they bring to the table.”

     

    “A cause as powerful and rich in intent, also deserved an equally powerful communication. That’s where the uniqueness of ‘Video CVs’ as a format will get the world to sit up and take notice, we believe.  We are very glad that after having put the cause of acid-attack survivors on the world stage last year, our team has been able to take this meaningful next step to bring dignity and financial freedom to these brave girls.  We are equally glad to partner Ria Sharma, our MLNS client whose passion for this cause is unmatched.”

     

    Harshik Suraiya, Associate Creative Director, Ogilvy Mumbai added: “More than anything else this has been a journey of learning for me. The courage, the spirit and the smile on the faces of these survivors has taught me that life is what you make of it. I hope the courage they have shown in this campaign is supported by equal courage from the world and they are welcomed with open arms and open minds.”

     

    The campaign led by Video CVs takes viewers and potential employers to a page that is an online Employment Exchange for hiring various acid-attack survivors.

     

  • The new TVC positions fuse as the perfect indulgent chocolate bar that brightens up dull moments in one’s busy day

    Mondelez plays up attributes of Cadbury Fuse in latest campaign

    By A Correspondent

     

    Mondelez India has launched a marketing campaign to support the launch of its new brand – Cadbury Fuse. Along with extensive digital and outdoor initiatives, this new campaign will include a TVC that aims at positioning Cadbury Fuse as the perfect indulgent chocolate bar that brightens up dull moments in one’s busy day. The TVC is conceptualised by Ogilvy & Mather.

     

    Said Prashant Peres, Director – Marketing (Chocolates), Mondelez India: “Whether it’s a dull period experienced during long commute hours or an exhausting work-out, today’s new age consumers are experimental and want to try out diverse experiences which can curb their hunger pangs in newer formats. Cadbury Fuse is aimed at enhancing their eat experiences by giving them a “Chocolatey feast” experience. The new TVC dramatises the craving of the young yoga teacher who can’t stop thinking about Cadbury Fuse and ultimately ends up satisfying her craving with a feast.”

     

    Speaking about the creative thought behind the TVC Harshad Rajadhyaksha and Kainaz Karmakar, Executive Creative Directors, Ogilvy & Mather, said, “The communication is designed to launch Cadbury Fuseas an answer to your craving for a chocolatey feast. We have all been hit by sudden whims and the story here brings alive exactly that in a funny fashion. Joy is in the DNA of chocolate so how could we leave it out of our story.”

     

    In addition to the TVC, the launch of Cadbury Fuse will also be supported by digital and outdoor initiatives.  With a marketing objective of ‘Owning the Commute’, the brand has also rolled out a large scale sampling activity with GoAir, Jet Airways and traditional trade stores.

     

  • Introduces a first-of-its-kind innovation, engaging children, to induce behavioural change

    Savlon unveils ‘Savlon Swasth India Mission’

    By A Correspondent

     

    Leading hygiene brand Savlon has unveiled Savlon Swasth India Mission, a programme designed to encourage behavioural change towards washing hands amongst children through various engaging and entertaining educational initiatives in schools.  In line with Savlon Swasth India’s proposition of ‘Healthier Kids, Stronger India’, the programme introduces interactive activities including a series of storytelling and visual engagement that educate and encourage children to adopt good hand hygiene practices.

     

    On the eve of Children’s Day, Savlon Swasth India Mission introduced an engagement with Savlon Healthy Hands Chalk Sticks – a set of unique chalk sticks infused with cleansers like soap. The chalk sticks are designed to engage children in primary schools and emphasise the importance of washing hands before eating.

     

    Sharing his thoughts, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, stated: “Hand hygiene is a critical issue. We believe, to induce behavioural change among children, the process of communication and education has to be fun, engaging and memorable. In that context, Savlon Swasth India’s ‘Healthy Hands Chalk Sticks’ is a simple yet interesting innovation. It is an engaging way to educate children on the importance of washing hands especially before eating. This is one of the various educational tools deployed by the Savlon Swasth India team to help initiate children into the habit of washing hands.”

     

    Commented Harshad Rajadhyaksha, ECD Ogilvy Mumbai, on the initiative:  “Before anything else, I would like to really thank the client who partnered us to make this happen. It wasn’t easy but they never made us feel it was impossible. Savlon is on a great path and we intend to take the brand from strength to strength.”

     

    Added Kainaz Karmakar, ECD Ogilvy Mumbai: “If we can use our skills of ideation to make a difference to not just the brands but the lives of people, it’s a special kind of joy. The ‘Healthy Hands Chalk Sticks’ initiative sets out to do just that. Even if one kid is saved from an illness because of this initiative we will all go home happy.”

     

  • The Mumbai Police along with Ogilvy & Mather and ICICI Bank have come together to alert citizens of the threat

    O&M unveils campaign highlighting terror threat during festival season

    By A Correspondent

     

    Like any big festival, the terror threat lurks close and heavy during Ganesh Chaturthi. The city needs every citizen to be alert. The Mumbai Police along with Ogilvy & Mather and ICICI Bank have come together to alert citizens of the threat.

     

    A film has been launched as a result of an on-the-spot competition was launched. The film had suspicious objects that could be used for terror threats, placed cleverly in the film. The viewers had to spot these objects, count the number and sms their answer. The incentive for correct answer was a gold coin. In this era of gaming, we designed an engaging game that the entire city could play.

     

    Harshad Rajadhyaksha, Executive Creative Director, Ogilvy & Mather Mumbai said, “We are using the medium of film to train the city to be alert during the festival. We are playing on the mindset of the people that they would readily extend their efforts to win a prize. In the end we gently nudge their conscience into doing the same for their safety.”

     

    Kainaz Karmakar, Executive Creative Director, Ogilvy & Mather Mumbai shared, “We needed a lot of like-minded partners to pull off something on this scale. That is where E Suresh came in and he added his enthusiasm and his full support to pull this off. ICICI Bank backed us by agreeing to provide the gold coins.”

     

    The contest is playing across the theatres of Mumbai.