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Tag: HUL

  • Kantar reveals 2019’s most effective adverts – as judged by consumers

    HUL’s Ouch Mummy is Kantar’s 9th most effective ad

    By A Correspondent

     

    Hindustan Unilever’s ‘Ouch Mummy’ creative for Bru Instant has ranked #9 amongst the top performing global TV ads for 2019. It’s the only ad from India to win an award across all categories- TV, Digital and OOH/ Outdoor – in Kantar’s inaugural Creative Effectiveness awards.

     

    BP’s Blind Date (Spain), Milka’s Christmas ad Give to those who give the most (Germany) and HSBC’s CSR Birmingham (UK) are the most effective ads from around the world in 2019 in these new awards that were set up to celebrate the world’s best performing ads across the three key media channels based on actual consumer feedback.

     

    Here’s what a communique noted:

    Spanning three categories (digital, print/out of home and TV) and from 78 different markets, the winners represent the most creative and effective work from over 10,000 ads tested with consumers in 2019 using Kantar’s Link creative testing, which measures any advert’s potential to deliver against short and long-term brand goals. These first award winners perform in the top 4% for short-term sales likelihood, and the top 1% for long-term brand building when measured against the Link database of over 200,000 ads analysed over the past 30 years. The winning ads are all at least twice as likely to drive sales than an ad that performs at the median evaluation score and ten times more likely than a weak ad.

    The winners show that distinctive creative is central to advertising success, falling in the top 15% of ads for distinctiveness in Kantar’s database. In a world flooded with content, brands need to ensure their advertising captures people’s attention.

     

    Digital effectiveness: Engage don’t enrage

    Analysis of the digital category revealed the most effective ads reward the viewer with entertaining content that breaks through the ‘ad filter’ in consumers’ minds and compels them to view it. Milka’s Christmas ad Give to those who give the most tops the digital ad awards, demonstrating the power of storytelling for driving engagement by evoking strong emotions. The beautifully touching film, centred around a strong, seasonally relevant message of thoughtful gifting, was created in partnership with the European Union of the Deaf and promotes inclusion in a very moving way.

    Digital Ranking Brand Ad Name Agency Country
    1 Milka Milka Christmas: give to those who give the most Wieden + Kennedy, Amsterdam Germany
    2 Google App Search the lyrics with Google Zula Alpha Kilo Indonesia
    3 Dulux Let’s colour experiment: escalator Road 381 UK

     

    Print & Out of Home ads: Spark a response in seconds

    The winners here illustrate the power of creative to deliver an instant impression about the brand. Immediate impact is essential as consumers give just seconds of their time to print and out of home (OOH) ads, in which the content needs to communicate its message or hook the viewer in for longer.

    HSBC evokes an immediate emotional reaction through its winning OOH execution. The shocking statistic that 1 in 45 people living in Birmingham have no address, therefore can’t have a bank account, a job, or a home, helps highlight the work the bank is doing to support the local community. The impact of the message is heightened by delivering it in situ enabled by the medium of OOH.

    Print and OOH Ranking Brand Ad Name Agency Country
    1 HSBC HSBC CSR Birmingham Wunderman Thompson UK
    2 Estrella Damm Silja &Rosàs UK
    3 Camden Hells Juicer static Forever Beta UK

     

    Top-performing TV ads tell great stories

    The TV winners demonstrate the continued sales-generating and brand-building ability of broadcast content, particularly when strong distinctive assets are weaved into great emotional story telling. Crowned as  Kantar’s most powerful TV ad of 2019 globally, BP’s Blind Date is a great example of how a distinctive approach to a category can create differentiation. The ad shows how a functional message can be intrinsically sewn into an amusing, brand-centric story that is quite different to what you would expect to see from the category.

    TV Ranking Brand Ad Name Agency Country
    1 BP Blind Date Ogilvy&Mather Spain
    2 Tim Hortons Ask a Timbits Kid Zula Alpha Kilo Canada
    3 Unox Tijden veranderen TBWA Netherlands

     

    Said Daren Poole, Global Head of Creative at Kantar: “The first ever Kantar Creative and Effective awards showcase some of the most impactful advertising work from around the world. The commonality across all the winning ads is distinctiveness, and how strongly the brand is integrated into the narrative. Our winners – real consumers’ favourites – take on many forms and employ a range of creative tactics to convey their message; proving there is no ‘one-size-fits-all’ approach that can be employed to achieve great content. Interestingly, many of the winning ads in Kantar’s Creative Effectiveness awards are heart-warming stories or contain humour, in contrast to the broader industry trend, which is to incorporate humour less.” Just over one third (34%) of 2019’s adverts were intentionally light-hearted or funny, compared to more than half (54%) of ads evaluated by Kantar in 2000.

     

     

  • The campaign attempts to shatter the stigma through a simple message

    Red Label highlights need for benevolence in campaign

    By A Correspondent

     

    Brooke Bond Red Label has launched its latest ad film emphasising on the importance of compassion during these difficult times. The campaign attempts to shatter the stigma through a simple message: being told to stay alone is not the same as being left alone.

     

    Said Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India, on the campaign: “Social distancing is the need of the hour but the paranoia in people makes them act in an extreme fashion. This often leads to ostracism of the person suffering from Covid-19. Not only does she or he have to deal with the illness but also the stigma and rejection. Brooke Bond Red Label believes that togetherness can prevail at all times. Yes. You can be physically distant and find a way to care for someone. With this in mind, Chinmay and Akshay wrote the story. Credit to them and the director Buddy, for producing it so beautifully.”

     

    Added Shiva Krishnamurthy, Vice President – Tea & Foods, HUL: “We can be socially connected even while we are physically distant’ is the message that Brooke Bond Red Label would like to convey through this new film. Brooke Bond Red Label’s purpose is to make India more inclusive. We strongly believe that a tasty cup of tea can help overcome prejudices that come in the way of bringing people together. Set in today’s times, this film is yet another execution of our long running Swad Apnepan Ka campaign.”

     

     

  • Brands are using different tricks for engaging with consumers, but they don't always work, observes Sanjeev Kotnala

    Brand Engagement in the Lockdown

     

    By Sanjeev Kotnala

     

    Brand Engagement is always relevant and more so during the lockdown. Brands are using different tricks for engaging with consumers. Some of them are relevant and impactful, few original and innovative. I believe if there is nothing to say, being silliest is a better option.

    The car manufacturer shares tips on how to take care of the parked car. Banks deliver newspaper in your inbox. Antiseptic cream makes sanitisers. Porn site gives free access to premium content so that you stay at home! Soaps shouting about washing the virus and Apps are updating for smoother operations.

    Brand engagement during lockdown is part of the strategic initiative in preparedness for the post-lockdown market. Naturally, every brand wants to be on the top of the consideration-set whenever markets open. So, they need to keep the brand connect alive through brand engagement. It is known that the brands engaging the consumers now are most likely to emerge as the front runner post-coved scene.

     

    BRAND ENGAGEMENT

    It was interesting to see Durex playing mindgames in its territory. The brand also suggested an innovative way to help out the audience like using it to cover the finger while pressing buttons in the lift.

     

    On the other level, DOVE went ahead to celebrate the Beauty called Courage. It remains credible as the brand is operating within its pre-Covid coordinates defined by inner beauty.

     

    Consider, ‘TAKE THE LOAD’ by Ariel, and it falls in place. The brand is continuously thinking of engaging consumer in different ways and situations. It is an attractive proposition, but I have a problem with it. The brand still addresses housework as a woman’s load. I will discuss this some other day.

     

    Keeping the conversation going during such a crisis is a sensitive area. Some brands have learnt their lessons the hard way. The strategy and the message must remain incomplete internal and external sync. The brand can not have different visible standards or expectations across geographies, product lines and services, internal or external.

     

    BRAND ENGAGEMENT – A TWO WAY STREET.

    The brands must realise that ‘The consumer will treat you exactly the way you treat them during this period of crisis’. Remember, we live in an era of information democracy, and it is driving everyone crazy. Once the message is released in the public domain, you no longer are in control. If you are in the arena to commercially exploit the situation, your life will become miserable, sooner than later. At the same time, it is a beautiful space for brands with real purpose and empathy in engaging the audience.

     

    BRAND ENGAGEMENT – PLAY WITH RELEVANCE.

    During the crisis, sometimes it is best to remain silent. The well-informed consumer is aware of the situation. Brands are looking towards contactless delivery, but it still is no time for impact-less irrelevant engagement.

    The consumer’s transactional deal is restricted to the brand delivering the best at a reasonable price. Or the brands are playfully engaging the consumer while sending a positive, relevant message of importance. Just like the various brands supported Social Distancing by playing around with their logo’s.

     

    BRAND ENGAGEMENT – BE SIMPLE.

    One of the compelling ways beyond talk play and intent is to act the intention. Let sharing of the news surrounding the Brand Act be amplification, instead of trying to send out a video in the social space. However, when brands move beyond transactional arena to show their soft touch treating consumers as part of the extended family, the equation shifts from being purely a stakeholder to an active partner. It required empathy, care, understanding and being sensitive to the ecosystem. The brand needs to understand the covert -overt needs and continuously re-defined expectations. It is a tough and risky territory to walk. The brands that see it as only a commercial leveraging opportunity, they fail to understand the double-edged dimensions and in effect do more wrong than the right to their image.

     

    BRAND ENGAGEMENT – ACCEPTANCE COMES WITH RELEVANCE.

    Such situations like coronavirus and the lockdown demands that the brands demonstrate care and empathy. However, there is an un-stated boundary between compassion and pity. The brand operating within the bandwidth of experience and tonality have higher chances to succeed.

    Mumbai police use of citizen vigilance for Stay Home campaign makes sense. People relate to it, knowing that ultimately police can do that much only. They emerge as a partner- as a peer.

     

    Nearer home, Surf team remains true to the thought Daag Aache Hai. And extends it with Daag Bhai Ghar par Rahenge. The brand extends engagement by sharing fun activities for home on Instagram.

     

    Now, this was brilliant as it came well in the early phase when people were still thinking about how to manage work. It works for Sony It works as the scope remains restricted to helping the daily wage earners in the film and television industry. But what is the Kalyan Jewellers link?

     

    When EMIRATES tells you to stay home and assures with positivity that we will fly soon, you like the approach and the tonality. They are, in fact, not making any new point.

    https://youtu.be/IRoAQ3dmOUw

     

    On the other side, when UBER uses a similar tone to thank you for not using them, it seems forced. It is the result of earlier experience and perception of the brand ethos, culture and expectations.

     

    Vodafone used both their famous hugely loved mascots, the ZOOZOO and the PUG to deliver the message. The Pug communication still has something going for it, but the ZooZoo fails to impress.

     

    ASIAN PAINTS keeps the tone of voice consistent in ‘Jab Ghar Mai Saab Ho Toh Ghar khilkhilata hai’, #stayhonestaysafe. It remains within known brand coordinates using a picture of everyday life. Similarly, TATA SKY talks about ‘Ghar Baite Kuch Seekhe’. It is an example of excellent connect with its known educative and activity-based channels.

     

    BRAND ENGAGEMENT – CAN ALWAYS MOTIVATE.

    And when there is nothing -nothing to say and the brand still wants to keep the conversation going. They fall back on positivity to keep people motivated, usually with a dose of singing and celebrities.

     

    When you overstretch and try being arty like HUL. It snaps because of a hyper stretch. It fails to evoke similar emotions.

     

    However, when Mahindra says,- Some wheels will keep moving, you relate to it. And the treatment makes you feel so much better.

     

    BRAND ENGAGEMENT- AUDIENCE AWAIT ACTION. 

    Though travel is a bad word during the lockdown, I was looking forward to engaging relevant and sharply focussed communication from Samsonite. It had reoriented its coordinates when they made the earlier communications including the one during Kerala floods. It will be a waste of a marketing opportunity if Samsonite does not subtly engage the audience in this crisis.

    ……………………

    BRAND ENGAGEMENT- LIGHTER MOMENTS.

    On the side, the crisis also made room for some absurd but thoroughly enjoyable videos. The one that is my favourites features Shekhar Gupta and @HoeZaay. He tries explaining the concept of tomorrow in a Swami Nityanand style. Shekhar Gupta may not need new audiences – but this viral must have worked for him.

  • Launches national mass-communication campaign titled ‘#BreakTheChain / #VirusKiKadiTodo’

    HUL partners UNICEF in fight against Covid-19

    By A Correspondent

     

    Hindustan Unilever Limited (HUL) announced a collaboration with Unicef to undertake a mass communication campaign and to inform the general public against Covid-19. The campaign brings together the marketing expertise and scale of HUL and the technical knowledge of Unicef to create engaging communication tools that can help people change behaviours and stay safe during this time of the pandemic.

     

    Talking about the campaign, Sanjiv Mehta, Chairman and MD, Hindustan Unilever Limited said: “The need of the hour is simple and effective communication across both urban and rural India to help fight Covid-19 and our partnership with Unicef aims to do just that. Furthermore, we need to come together as a nation and be supportive of each other during this crisis. Our campaign will help address these challenges and at scale. Along with Unicef, we are also committed to working with the government and making essentials like Lifebuoy soaps, hand sanitizers and Domex cleaners available across a wide geography which is the most critical need today.”

     

    Added Dr Yasmin Ali Haque, India Representative, Unicef: “Covid-19 disease has thrown up many challenges and among them is getting the right information to everyone, no matter where they live and whatever their situation, in the shortest time possible. Our partnership with Hindustan Unilever Limited is important as it leverages HUL’s communications strength as well as rural marketing outreach with Unicef’s technical expertise and messaging. We hope that through this effort we are able to bridge the communication gaps by sharing information to contain the spread of the disease.”

     

     

  • Geometry Encompass also won a Bronze Dragon for itscampaign, ‘The Mirror Image’

    Geometry encompass wins Agency of the Year at Dragons of Asia

    By A Correspondent

     

    Geometry Encompass secured five ‘Dragons’ under various categories at Dragons of Asia 2019. Its campaign, ‘Beginning of Togetherness’ for Brooke Bond Red Label dominated the awards by winning the best in India title – the Blue Dragon, along with a gold, silver and black Dragon.

     

    Geometry Encompass also won a Bronze Dragon for their campaign, ‘The Mirror Image’. The winners were announced on 7th October 2019 in Kuala Lumpur, Malaysia.

     

    Said Ranjit Raina, Chief Executive Officer, Geometry Encompass: “We’re thrilled to see that our hard work has been recognizsd by a body as prestigious as the Dragons of Asia. Arpan and his team have consistently delivered great work for our clients and it is this commitment that has shone through for us. This body of work is especially important as it demonstrates our creative strength across categories for HUL. The intense spirit of competition pushes us to perfection and keeps the industry dynamic and creative.”

     

    Commenting on the victory, Roshan Abbas, Managing Director, Geometry Encompass, said: “This is a great achievement for us as we have won across a wide range of categories. This was made possible thanks to our hard-working team and our brave client partners. These awards are a testament to our dedication to create meaningful work that has an impact and pushes the envelope of creativity and effectiveness.”

     

     

  • Mindshare, Madison, Hotstar, Aflle and Meesho max at the Mobile Marketing Association’s 2019 Smarties Excellence Awards

    Mindshare & HUL bag big @ Smarties

     

    By A Correspondent

     

    The Mobile Marketing Association (MMA) presented the 2019 Smarties India Awards, in Mumbai last Friday. The annual awards saw a line-up of 52 award recipients in mobile marketing as well as industry-focused categories, celebrating creativity, success, business impact and outstanding achievements across the mobile ecosystem.

     

    Mindshare India and Madison Communications led the most wins, receiving 17 and 9 awards respectively across 26 categories, ranging from Brand Awareness, Most Engaging Mobile Creative and Social Impact/Not for Profit, amongst others. In the industry awards segment, Hotstar was awarded ‘Publisher of the Year’, Mindshare India was recognised as ‘Agency of the Year’ while Hindustan Unilever Limited was recognised as the ‘Marketer of the Year’, and ‘Affle’ was awarded ‘Enabling Technology Company of the Year’. Meesho clinched two awards for ‘Best in Show’ for the campaign ‘When Women Joined Hands to Break Social Shackles’ and as ‘Brand of The Year’.

     

    The MMA #BuildtheFuture Forum was held prior to the Awards ceremony, where topics revolving around the adoption and leverage of technology to better understand the mobile marketing landscape were discussed.  Marketing to Gen Z in an age of user generated content, the cross-media reach of OTT vs. other media, leveraging data for precision marketing and how to leverage Mobile Voice were some of the themes around which eminent panellists from the  marketing ecosystem shared their perspectives.

     

    Said Moneka Khurana, Country Head, MMA India: “The MMA Forum and Smarties have, over time, created an industry ecosystem that brings the greatest marketing minds to one platform to identify and celebrate plethora of emerging talent and opportunities in the industry. It is exciting to see that marketers are truly starting to leverage mobile’s interactive capabilities to deliver real business results for brands. This year the quality of the winning campaigns highlight the growing significance of mobile and carves a promising future for the mobile marketing industry.”

     

    Added Ravi Santhanam, Chief Marketing Officer, HDFC Bank, who was Jury Chair :, “Innovation is key in the delivery of good marketing campaigns, but with attention spans being under a second now, the marketer has to churn out more innovations in shorter periods. This year as a jury, we saw brands who showcased brilliant ideas which combined high impact execution and also led to real business ROI. It was a tough one to pick winners in every category, but one that the jury has thoroughly enjoyed and learnt from.”

     

    The winners were picked by a panel of judges who deliberated over the submissions across four main criteria – creativity, execution, strategy and most importantly, business impact. The jury comprised:

     

    :: Ravi Santhanam of HDFC Bank,

    :: Pawan Sarda of Future Group,

    :: Abhishek Desai of P&G,

    :: Amit Sethiya of Syska Group,

    :: Asha Kharga of Axis Bank,

    :: Deepali Naair of IBM India & South Asia,

    :: Gauravjeet Singh of Unilever,

    :: Jayraj Jadhav of TATA AIG,

    :: Neel Pandya of L’Oreal,

    :: Nipun Marya of Vivo,

    :: Punitha Arumugam of Hotstar,

    :: Ravi Desai of Amazon,

    :: Rohit Dadwal of MMA

    :: Sandeep Ranade of Kantar.

     

    Over 300 submissions were received for of which 99 shortlisted entries which set the bar for marketing strategy, innovation, creativity and use of technology in mobile marketing.

  • Kumbh Mela Authorities acknowledge the contribution of Lifebuoy to spread the message of hygiene awareness

    Lifebuoy promotes public awareness on hygienic living at Kumbh Mela 2019

    By A Correspondent

     

    Lifebuoy has been acknowledged as ‘Swasthya Sehbhagi’ at Kumbh Mela 2019. The mela authorities have recognised the efforts of Lifebuoy to encourage people to adopt the healthy habit of hand-washing through a series of highly innovative initiatives.

     

    Appreciating Lifebuoy’s efforts at the Kumbh Mela, ACMO Dr. VK Mishra, Nodal Officer – Sanitation Kumbh Mela Prayagraj said: “We appreciate the role played by Lifebuoy as ‘Swasthya Sehbhagi’ (Hygiene Partner) in this grand event to spread the message of hygiene and sanitation. We are hopeful that these initiatives will help drive a behavioral change among the masses.”

     

    Shedding light on the recognition and thought process behind the interventions, Harman Dhillon, the General Manager of Skin Cleansing at HUL shared: “It is matter of great honour to be recognised by the Kumbh authority for our efforts as ‘Swasthya Sehbhagi’. Recognitions like these reaffirm our belief and serve as motivation to keep innovating with our approach to encourage more and more people to adopt handwashing before eating and after using the toilet as a habit.”

     

     

  • Work with Kumbh Mela authorities to help ease the problem of river pollution

    Ogilvy and HUL partner to help people ‘Start A Little Good’ at Kumbh

    By A Correspondent

     

    Empowering the boatmen community of the region, HUL has joined hands with Kumbh Mela authorities in keeping the Sangam clean this year. The river is only accessible by boat and considering the volume of visitors, a substantial amount of littering ends up polluting the river. To address this challenge, Hindustan Unilever partnered with Ogilvy to conceptualise a simple and innovative solution – ‘Swachhata Ki Sawari’ that aims to keep cleaning the river unceasingly.

     

    The mechanism involves simply attaching two nets on either side of 100 boats, which ferries devotees to and from the Sangam. Once the boat is in the river, the nets which are closed at one end, collect floating garbage during the journey and once it reaches the shore to disembark passengers, a team of cleaners remove the garbage from the nets and reinstall clean nets. The cleaners then transport the collected waste to the designated garbage area on each ghat.

     

    Explaining the idea, Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India (West), said on this project: “Simplicity is the most difficult thing to achieve. This idea achieves that. Practical, low cost and highly effective, this innovation turns everyday boats into vehicles of cleanliness.”

     

    Added Priya Nair, Executive Director, Homecare, HUL:  “‘Start A Little Good’ and ‘Swachhata Ki Sawari’ are all about finding simple yet effective solutions to tackling growing issues like plastic pollution and waste management that we face today. We hope that this initiative will benefit in keeping the Sangam clean during the Kumbh and create awareness amongst consumers”.

     

     

  • The campaign was launched by film actress Kajol Devgan, the newly appointed advocacy ambassador for the initiative

    HUL’s take 2 on ‘SwachhAadatSwachh Bharat’ seeks to create a nation of Playing Billion

    By A Correspondent

     

    Hindustan Unilever Limited, as part of their SwachhAadat, Swachh Bharat initiative has launched a new campaign – A ‘Playing Billion’ to promote three simple hygiene habits among children. The campaign was launched by actor Kajol, the newly appointed advocacy ambassador for the initiative.

     

    Talking about the campaign, Sanjiv Mehta, CEO and Managing Director, Hindustan Unilever Limited said: “We believe that it is through our ‘SwachhAadatSwachh Bharat’ campaign that HUL can support the Government’s Swachh Bharat Abhiyan. Through the ‘Playing Billion Campaign’, we aim to reinforce the need to adopt three simple hygiene habit and promote good health and hygiene practices among children.”

     

    Commenting on the campaign, Arun Iyer, Chairman & CCO, Lowe Lintas said: “As a nation, the biggest victims of poor sanitation and unhygienic habits are children, and these often rob children off small and simple joys of childhood. In this campaign, with kids at the centre of our communication, we made an attempt to not only tap into the collective consciousness of the society but to also directly encourage children to adopt these life-saving habits. The narrative is further accentuated by weaving it around Cricket. The SwachhAadat initiative is close to our hearts, and I’m happy that it gave the brands (Lifebuoy, Domex and Pureit) an opportunity to be agents of behavioural change.”

     

     

  • The account will be handled out of The Glitch, Mumbai

    Glitch bags digital mandate for Fair & Lovely

    By A Correspondent

     

    The Glitch, a full-service digital agency, has won the mandate for Fair & Lovely, HUL’s skincare brand. The agency will be managing the communication strategy, social media marketing and brand management across digital platforms.

     

    Commenting on the win, Prachi Maroo, Business Director at The Glitch said: “We are extremely excited to get the opportunity to partner with one of the world’s biggest personal care brands. Fair & Lovely adds greatly to our existing personal care category portfolio that we have been building over the past few years. Our aim is to take the brand’s presence on digital many notches higher both across the skincare range as well as the foundation.”

     

    Added Sunetro Lahiri, Creative Director at The Glitch: “Fair & Lovely as a brand has been a marketeer’s study case vis-a-vis getting the grassroots and tactical strategies perfect for years on end. The partnership is extremely exciting for the possibilities and journeys we’re itching to chart out as a creative thinktank.”

     

     

  • It aims to actively enable and empower young women to feel safe and confident

    Hamam unveils #GoSafeOutside campaign

    By A Correspondent

     

    Hindustan Unilever and Ogilvy Mumbai have launched a new campaign for Hamam – #GoSafeOutside.

     

    Said Harman Dhillon, General Manager, Skin Cleansing at HUL: “Hamam, as a brand trusted by 8 out of 10 households in Tamil Nadu, feels a sense of responsibility to make a positive difference not just to people’s skin, but also their daily lives. With our new #GoSafeOutside campaign, we want to help improve the sense of safety people feel when they are outside: by raising awareness, kick starting conversations and facilitating solutions.”

     

    Added Sukesh Nayak – Executive Creative Director, Ogilvy Mumbai: “Everyone must feel safe when they step outside the comfort of their home. Our campaign idea helps the brand Hamam play an active role in making lives safer. Hamam, with its new 360 degree integrated campaign, assures mothers that from here on, their safety is not just restricted to their skin because #GoSafeOutside is a campaign that reaches out to protect their lives just as the tagline states, You Safe, Your Skin Safe.”

     

  • Montreux Festival is a precursor to Cannes as it happens in April and every year many Cannes aspirants test their work at Montreux

    HUL/PHD, Colors & Jagran lead Indian charge of 5 Golds at Montreux Festival

    By A Correspondent

    The road to Cannes, it is said, starts from Montreux. Montreux Festival is a precursor to Cannes as it happens in April and every year many Cannes aspirants test their work at Montreux. Several Montreux winners in the past have gone on to win at Cannes.

    Indian companies and creative agencies struck five golds and sixteen finalists at the Golden Award Montreux Festival this year in Switzerland.

    PHD won a Gold and five finalists for HUL brands while Viacom 18 won a Gold and three Finalists. Jagran Prakashan did well with a Gold and 3 Finalists. Tree Design and  Mathrubhumi won a Gold and Finalist each. Other Indian winners were Living Foods channel (two finalists) and Dainik Bhaskar Publication-one finalist award.

    The Montreux Festival Switzerland Jury: From left: Ajay Chandwani Percept India and Brand Engagement Consultant; Barbara Aparo fashion.tv Vienna; Mark Chalmers Virtue,Vice London; Milka Pogliani Italy ,Harry Betke, Festival Organizer Austria, Christian Orth, Merck Frankfurt; Olivier Teepe Cloudfactory Amsterdam; Jorg Borgwardt Norman Vale, New York; Petra Staudenmaier, Global Marketing Director, Lindt Chocolate

    BBDO New York, BETC Paris and Heimat Berling Germany were the most awarded agencies with six Gold medals each at the Montreux Festival 2017. BBDO’s Golds were for Snickers, AT&T, Lowe’s, Sandy Hook. BETC were awarded for their creations for Evian, Canal+, Air France, Addict Aide, Leroy Merlin. Heimat received Golds for their work for Hornbach, FDP and Otto.

    This year, the Golden Award of Montreux received more than 3,400 entries from 38 countries. Results are on goldenawardmontreux.com. As is their tradition, Golden Award Montreux Festival only awards Golds and Finalists with no Silvers and Bronzes.

     

    The  Montreux  International Jury  for 2017 this year included. Carolyn Davis BBDO New York; Olivier Teepe Cloudfactory Amsterdam; Ajay Chandwani Percept India and Brand Engagement Consultant; Davide Boscacci Leo Burnett Turin; Mark Chalmers Virtue,Vice London; Conor Brady Critical Mass New York; Jérôme Gonfond Les Gaulois Paris; Philippe Pinel Romance Agency Paris; Jim Hilson AMV BBDO London; Frank Bodin Havas Worldwide Switzerland; Jorg Borgwardt Norman Vale New York; Barbara Aparo fashion.tv Vienna; Christian Orth Merck Frankfurt; Lothaire Burg ARTE TV, France and Milka Pogliani Consultant Italy .

    HUL and PHD won a Gold in Best Use of Mobile for their work “Kheloge toh jeetoge” ,Colors program “ Shakti Ek Astitva” won a Gold in Best Use of Integrated Media, Tree Design’s Print ad for The Heritage School won a Gold in the Non-Profit Category, Jagran Prakashan won a Gold in the Best Use of Print Media for “A newspaper invests in the future of the country” while Mathrubhumi won a Gold for their Corporate Film “Yatra”.

    Finalist winners of PHD/HUL were for Sunlight, Baby Dove, Rin Career Academy, Online campaign Readyforlife and “Kheloge toh jeetoge” in Digital/Interactive,Direct Marketing and Mixed Media categories.

    Colors won three Finalists in Humor (IIFA 2016) Special Effects (Naagin Season 2), Campaign (Big Boss Season 10). Jagran Publication won three Finalist Awards in Direct Marketing and Media Promotion for Young Editor, Crowdsourcing and Jagran Film Festival.

    Living Foods won two Finalist Awards in Posters and TV Promotion Categories. Dainik Bhaskar won a Finalist in Events category, Tree Design’s brochure for PVR Cinemas won a Finalist and Mathrubhumi’s film Aarogyamasika won a Finalist in Corporate Image category.

    Commenting on the success of Indian companies, Ajay Chandwani Director Percept and Brand Engagement Consultant who was on the International Jury at Montreux said: ” India has been steadily climbing up on the international festival performance in the last few years. Montreux Festival Switzerland has been witnessing a significant rise in participation from India and this year’s haul of 5 Golds and 16 Finalists is India’s best performance yet. It’s also heartening to note the Golds and Finalists from India were in varied Categories like Digital, Mobile, Direct, Design, Print and Film. It is now a matter of time when India will create its own culture of advertising like Brazil, Japan or Thailand.”