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Tag: J Walter Thompson

  • The campaign will see Ranbir Kapoor in humorous, playful situations that will give consumers a reason to go out of character for the love of Lay's

    Lays leans on ‘Love to love it’ in new campaign

    By A Correspondent

     

    Lays has unveiled a new campaign that celebrates the love for the great taste of Lay’s in a way that is edgy, humorous and will appeal to the Indian youth.

     

    The campaign idea for ‘Love to Love it’ is based on a simple but powerful snacking insight, that a delicious snack like Lay’s is tempting enough to trigger change in people’s demeanour, even if it be for a moment. It can make people act in uncharacteristic ways in order to get to their hands on a pack of Lay’s.The campaignunfolds through a series of exciting films featuringbrand ambassador Ranbir Kapoor,essaying offbeatandnever seen before characters. The campaignwill see Ranbir Kapoor in humorous, playful situations that will give consumers a reason to go out of character for the love of Lay’s.

     

    According to Partho Chakrabarti, Vice President, Snacks Category, PepsiCo India, “Our new campaign has been built on the insight of the basic human truth of how on seeing something tempting, one can do whatever necessary to get it; even if it means acting out of character. The campaign has been woven around the great taste of Lay’s, which triggers an intense urge in people to get the pack.The campaign highlights the fact that you just can’t help loving the great taste of Lay’s & hence the tagline ‘Love to Love It’.”

     

    Speaking about the creative thought behind the ad films, Babita Baruah, Senior Vice President and Head, PO1 Unit, J. Walter Thompson- Delhi said,“Love to love it is based on a simple truth. That you can’t help loving the great taste of Lay’s. The creative idea is about how you can go to any length to get your Lay’s. The films are a humorous take on the proposition, with Ranbir Kapoor in unexpected roles. There is an integrated campaign being developed on this idea.”

     

  • The campaign was created to set the standard in authenticity via genuine branded goods, a new narrative for a brand-conscious Indian audience

    No fakes, just the real deal – promises Askmebazaar.com in new campaign

    By A Correspondent

     

    J. Walter Thompson has unveiled a proactive digital campaign for its client Askmebazaar.com. The campaign titled ‘Get Real’ assures clients of getting genuine products and encourages people to buy real brands.

     

    Released at a time when the entire country has been engaging in shopping online during the festive season, the 5 ad YouTube campaign that is addressed to both online buyers and sellers, aims to weed out fake products from the online e-commerce ecosystem in India.

     

    All five films have been directed by Sundeep Sehgal, Sr. Creative Director, J. Walter Thompson Delhi. Talking of this first of its kind anti-fake initiative, Sundeep says, “We wanted to tell people that buying fakes is the most ludicrous thing to do. Fakes are inferior in quality. They don’t come with guarantees.  And of course, there’s no return policy. In other words, fakes are like bad jokes.”

     

    “We juxtaposed the idea with the observation- fake products have a very slight spelling change from the originals and deliberately created those ‘bad jokes’. The response from the online community was very positive. In fact, people started sending us their bad jokes which we converted into social media posts and posters,” he added.

     

    Fakes have spawned some hilarious pop culture and memes on funny fakes – Dolce & Banana, Crocodile brand, etc. There are memes on how to pronounce foreign brand correctly, childhood jokes on alternative meanings and insinuations of brand names. All this created fodder for a creative campaign that uses the allegory of bad jokes to egg on a mass consumer rejection of fakes in the category, to set the standard in quality, with an engaging and dedicated digital campaign.

     

    Manav Sethi, group CMO & head, digital strategy, Askmebazaar, says, “The Indian luxury counterfeit market is approximately worth Rs. 2,500 crore, accounting to 5-6 per cent of the total luxury market of the country. With this campaign, we aim to send a robust message to our customers that Askmebazaar is committed to upholding the standards and reliability of products, and our high-quality, customer-focused reputation.”

     

    The campaign was created to set the standard in authenticity via genuine branded goods, a new narrative for a brand-conscious Indian audience, and a unique promise of no fake– a first for the giant e-com business in India.

     

  • Horlicks re-launches its chocolate flavour with better taste and new packaging

    JWT unveils new campaign for Horlicks

    By A Correspondent

     

    GSK Consumer Healthcare is re-launching the chocolate flavour of its flagship product Horlicks, in new packaging, making the improved offering crunchier, chocolatier and yummier in taste.

     

    The launch is supported by a 360 degree outreach programme including print and television campaigns.  It will also be supported by extensive on-ground activations and an exciting digital engagement programme.

     

    The new TVC for the campaign opens with two children (brothers) sitting across their dining table. When it is evident that they are not excited by their plain glass of milk, their mother replaces the old chocolate drink with the new and improved Chocolate Horlicks. As one brother gulps down the content of his glass in a few seconds, the other one begins drooling over it. He exclaims that new Horlicks is extremely chocolaty and then tries to snatch the second glass as well. The TVC ends by saying that with the chocolatier and best ever Chocolate Horlicks, the children will surely finish off their glass of milk (Doodh ka glass khallaas).

     

    Talking about the campaign, Prashant Pandey, EVP Marketing, GSK Consumer Healthcare says, “At GSK, our offerings are designed to cater to ever-changing and evolving consumer needs. Chocolate Horlicks is one of our most successful flavours and its taste enjoys high equity with children. The re-launch of the product is aimed to delight them – with not just the improved taste but also superior packaging.”

     

    Tanurupa Pal, VP and Executive Creative Director, J. Walter Thompson, added, “We have used a simple moment between two brothers to highlight the irresistible quality of the new Chocolate Horlicks. In the story, it becomes a tool in the mother’s hand to help her turn her milk-fussy kids into Chocolate Horlicks lovers.”

     

  • Interesting findings in JWT's Innovation Group's 'Future 100: Trends and Change to Watch in 2016' report

    Consumer Trends 2016, by JWT

     

    The Innovation Group, the trends forecasting consultancy of J Walter Thompson Intelligence, today has released its Future 100: Trends and Change to Watch in 2016 report, featuring original analysis and insights on the most dynamic trends in the year ahead.

     

    In the second annual report, the 100 trends are categorised across 10 sectors, including Culture, Tech and Innovation, Brands and Marketing, and Lifestyle, exploring everything from Post-hipster Visual Irony and Sustainability Nagging to Cannabis Culture and Holographic Healthcare.

     

    “In 2015, we’ve seen that consumers are joining the dots in multiple areas of their lifestyles, taking a holistic approach to brands and consumption, and we expect this to strengthen in 2016,” says Lucie Greene, Worldwide Director of the Innovation Group. “Diet, beauty, wellbeing, mind, body, fitness: all are viewed by the consumer as one big ecosystem to maintain. Brands, once judged on their desirability and products, are now being judged on their value systems, on whether they are innovators, on whether they are promising to change the world.”

     

    As trends and innovation continue to change rapidly, The Future 100 report helps brands preview emerging trends and understand the cultural shifts that have inspired them, providing context for why these changes are happening, and analyzing what this means for brands who want to stay on the cutting edge of what engaged and informed global consumers care about.

     

    Trend highlights from each sector

     

    Travel and Hospitality

    Cuba – Cuba’s tourism market is set to take off: Travelers are rushing to see the last of the old Cuba, even as brands are competing to be the first in on the promise of Cuba.

    Brands and Marketing

    Neuromarketing – A buzzword for years now in the agency world, neuromarketing is finally moving into the realm of serious science and yielding actionable predictive insights for brands and forcing more traditional market researchers to take note.

    Food and Drink

    Inhalable Cocktails – This new exotic trend in cocktail culture is allowing drinkers to absorb alcohol via the eyes and respiratory system.

    Beauty

    Freckles – Part of fashion’s general celebration of all things redheaded, freckles are a must-have and with new products consumers add freckles where they don’t appear naturally, consumers are now celebrating individualism in all of its full-freckled glory.

    Retail

    Satellite Retail – Retailers are turning to data gathered from satellites to track traffic to stores in real time.

    Health

    Stool Banking – Consumers are now storing samples of their personal bacterial ecosystems – also known as fecal matter – for future use in new medical treatments.

    Lifestyle

    Grow-with-You Toys – New toys enabled with artificial intelligence can respond to a child’s vocabulary, interests and other traits, and evolve along with the child as they grow.

    Luxury

    Extreme Dining – The latest dining experiences to entice luxury consumers are extreme, and about accessing remote, rare and theatrical settings amid the wonders of nature.

     

    To access the full report, including all 100 trends, see the Trend Reports section of the newly relaunched JWTIntelligence.com. Find an executive summary of the report on the J. Walter Thompson Intelligence SlideShare.

     

  • The 360 degree campaign planned by J. Walter Thompson Kolkata aims at galvanizing fans and unify them in their support of ATK

    JWT Cal scripts a winning campaign for ATK

    By A Correspondent

     

    Post winning the creative mandate of Atletico de Kolkata (ATK), the Indian Super League (ISL) team from Kolkata in June this year, it was tasked on J. Walter Thompson to make ATK a leader on the pitch and also among its fans.

     

    In order to achieve this objective, the campaign had to forge an emotional bond between those with a Kolkata connect and ATK. The 360 degree campaign planned by J. Walter Thompson Kolkata aims at galvanizing fans and unify them in their support of ATK.

     

    The communication task was to strike a chord with all individuals who have a connection with Kolkata, regardless of where they are presently located. The campaign had to appeal not only to supporters of the local city clubs [Mohun Bagan & East Bengal] but also to those who follow the English Premier League and La Liga.

     

    As Arjun Mukherjee, VP & Sr. Creative Director, J. Walter Thompson Kolkata says, “Football fanaticism runs in the veins of every Kolkatan. While the supporters of the traditional football clubs are ferociously divided, the idea was to bring them together on a common platform at the new temple of soccer – Atletico de Kolkata.”

     

    “The campaign aimed to bring alive the feverish emotions and unflinching support. More than winning or losing, the idea was to instill a sense of immense pride and also to get the new generation back inside the stadium. Behind every great soccer club there’s always an army of die-hard supporters, and when there are fans backing you, every impossible goal becomes possible”, adds Arjun.

     

    The campaign line – Your Team. Your Dream – evokes intense emotions among fans, igniting their passion, helping them identify themselves with their team and become an inseparable part of ATK’s journey.

     

    ISL is an annual football tournament played between teams from eight cities between October and November. By virtue of winning the inaugural edition last year, ATK are the defending champions.

     

  • The campaign is supported by a 360 degree outreach across print, TV and digital

    Horlicks looks to reinstate leadership stand via new campaign

    By A Correspondent

     

    GSK Consumer Healthcare’s flagship product Horlicks has launched a new campaign – ‘Food Science’. The campaign is a fresh communication designed to reinstate India’s leading HFD designed with Food science, is clinically proven to make children taller, stronger, sharper.

     

    The new TVC by Horlicks features a mother cutting fruits for her child who is about to leave for his tuition classes. The camera zooms in on a plate with apple slices kept next to another plate with cookies and cake. As the scene freezes, a nutritionist enters the kitchen and says that while a mother tries and does everything for her child’s nutrition, but how can she be sure that the nutrition of evening snack will suffice? The nutritionist then picks up a bottle of Horlicks from the shelf and mentions about consumption of Horlicks both during morning and evening as it is made with ‘Food Science’ – comprising of key natural ingredients like wheat, barley, milk and 23 vital nutrients. The TVC ends with a note that ‘Do baar Horlicks do. Nutrition ko aur sure karo!’

     

    Commenting on the TVC, Tanurupa Pal, VP and Executive Creative Director, J. Walter Thompson said, “Children develop a natural preference for foods they enjoy the most, so the challenge for a mother is to make healthy choices appealing. This new communication for Horlicks has been designed to ensure that mothers understand that Horlicks has the best of food and science and thus convince them to give their child that second cup of Horlicks in the day.”

     

    The campaign is supported by a 360 degree outreach across print, TV and digital.

     

  • Humsa will report into NP Singh, CEO, MSM Network

    MSM appoints Humsa Dhir as SVP & Head, PR & Corporate Communications

    By A Correspondent

     

    Humsa Dhir has joined MSM as Senior Vice-President (SVP) & Head – PR & Corporate Communications for the network. In this newly created role, she will lead MSM’s PR and Communications strategy and execute on pivotal campaigns, programs and activities that advance the network’s brand image and reputation. Humsa will report into NP Singh, CEO, MSM Network.

     

    Humsa has over 19 years of work experience across Advertising, Public Relations,  Corporate Communications and Public Affairs; having worked for the India, South Asia and Middle East markets. For the last three companies that she worked in, she has set up and established from scratch the Corporate Communications function;  encompassing marketing and brand communication, investor and media relations as well as communications around employee engagement.

     

    NP Singh

    Commenting on the appointment, NP Singh, Chief Executive Officer, Multi Screen Media Pvt. Ltd said, “We are delighted to welcome Humsa as our Corporate Communications lead. We believe Humsa’s well-grounded, robust experience across different aspects of communications will enable her to play a very intrinsic role in the network as she charts a strategic direction to shape the network’s reputation amongst its multiple stakeholders. She has our unflinching support to execute on this commitment.”

     

    Prior to joining MSM, Humsa was with AkzoNobel India, where she managed the communications and Public affairs portfolio for the entire organization including its various business verticals. Her responsibilities stretched from building and managing the corporate brand to overseeing reputational matters, including crises. Internal communications as well as CSR were also central to her responsibilities. Some of Humsa’s previous work stints have been with Suzlon, the Eicher group, RK Swamy BBDO as well as J Walter Thompson.

     

  • As the IMRB International President retires today, industry majors on how the values of IMRB are the values of Thomas

    Thomas Pulliyel, Mr IMRB

     

    Thomas Pulliyel, long-time President of IMRB International, retires today (August 31). The IIM Calcutta graduate began his career with the Operations Research Group and first joined IMRB in 1981 as Manager for Overseas Projects, and a decade later, became Senior Vice President. In 1992, he moved out to Research International India as Country Manger, but was back at IMRB in September 2000 for a second stint. Friends, colleagues and even business rivals fondly remember the ‘strong and silent’ Pulliyel, and how he took the organisation to new heights.

     

    Dorab Sopariwala

    The Al-Futtaim group had asked IMRB to set up a market research unit for them. Thomas spent a year there and I spent the first and the last month. So that’s how I came to know Thomas; you needed to get to know him a bit, before he would open up to you. We were trying to see how we would run this company, and it was only through extensive discussions, that we could work. He would come back in the evening and work till eight pm. I don’t know how we managed for food and such. — Dorab Sopariwala, Consultant and Advisor to NDTV

     

     

    Sunil Karve

    I could trust Thomas very much. He is very straight and there are no lies or false claims with him. He helps you along even if you make mistakes, and is always there to support you. When he started Research International in 1992, nobody knew about it. It was a tough and challenging task for him at the time because there was IMRB and MARG, which were the biggies out there, along with MRS and others. I think that he built up an extremely good team, and the work ethics and output were the main reasons for the success of RI. — Sunil Karve, Partner at Autumn Leaves, Innovation and LLP, Varenyam Consulting

     

    Partha Rakshit

    I still remember the first Board meeting I had with Thomas. Everybody says that he is a man of few words. I found that this was, indeed, his way, but he could also be very firm. I can tell you that if Thomas has got something into his head, you cannot convince him to change his mind. It’s quite difficult to do that. But I think he was a great partner to work with. I think we got on pretty well, and I think of the time when even though we were fierce competitors on the outside, we had a fantastic relationship. — Partha Rakshit, Proprietor, Partha Rakshit Associates, and former MD for South Asia, The Nielsen Company

     

    Colvyn Harris

    I think the values of IMRB are the values of Thomas. When you think of Thomas, he is a strong, silent type of person. The leadership values of IMRB and the way Thomas conducted himself for the IMRB company, is what has kept the company where it currently is. — Colvyn Harris, Executive Director of Global Growth and Client Development at J Walter Thompson Company??

     

     

     

     

    Eric Salama

    Thomas has given all the freedom to his people to make their own decisions and even guided some of them over the years. He was always incredibly protective of IMRB – the company, the brand and the people within. He had a paternal instinct towards people and is incredibly patient. Incredibly also, he took both failure and success in his stride. I knew Thomas when he was at Research International, and he has been the heart of an industry that has grown [around him]. I can think of so many clients, so many competitors and so many colleagues who have worked for IMRB at one stage or another. As a talent magnet and a talent machine, IMRB has produced some of the most special people in the industry. Not just one or two people, but at scale, and Thomas has been at the heart of all that. — Eric Salama, CEO of Kantar Media

     

    Preeti Reddy

    It is always easier to take over a company which is not making money; where everybody hates the boss and hate each other. Fortunately, we are a growing company where everybody loves Thomas and he is a legend, so you can understand how much harder Thomas has made it [to hate the boss]. I would say that it is a huge legacy. Thomas has nurtured it for 15 years, but it is a 45-year legacy. IMRB has defined the industry and you have heard everybody talk about that. In a sense, it is actually giving the industry credibility. So it is a privilege to carry that legacy forward. I think that he epitomises the values of IMRB and, again, many people have said that. I think IMRB is what Thomas is, and he has been a mentor to not just me, but so many people. I’m hoping he will continue to be somebody whom we can turn to, in good times and bad, in the years to come. — Preeti Reddy, SVP & President-designate, IMRB International

     

    This story first appeared in dna of brands dated August 31

     

  • Rediffusion Y & R makes yet another top-level hire with Majumdar's apppointment

    Rediff appoints Uttio Majumdar to head Mumbai ops

    By A Correspondent

     

    Uttio Majumdar

    Rediffusion Y&R is on a hiring spree. Uttio Majumdar is the latest addition to the leadership team. He joins the agency as Head of Operations- Mumbai and will work closely with Company President Dhunji S Wadia.

     

    Prior to joining Rediffusion Y & R, Majumdar was Vice President and Executive Business Director at J Walter Thompson, Kolkata. He worked with JWT for 21 years. He was heading the agency team on Exide, ITC Limited (Tobacco Brands & Corporate), Tata Steel, Berger Paints and The Telegraph. He is reputed for transforming the agency relationship on these accounts.

     

    He was one of the early movers in to the digital space way back in 2000 when he moved to JWT, Chennai and was involved in setting up a specialized integrated communication cell focusing on dotcoms and IT projects. Headed the agency team on Satyam Infoway (eBusiness& B2B Portals), SSI Technologies, NetFinex, ApolloLife.com and TexWorld.com. He has successfully driven digital initiatives for clients like Exide and Tata Tiscon.

     

    Majumdar played an important role during the initial days of mobile telephony in India and was responsible for development of communication programmes to drive consumer awareness and education about the new-born category and handling the communication for early mergers and acquisitions like the transformation of Modi Telstra to Spice. Worked across two circles (Modi Telstra in Kolkata and SkyCell in Chennai)

     

    Dhunji S. Wadia

    Speaking about the appointment, Dhunji S.Wadia, President, Rediffusion Y&R says, “Uttio was the first and only person we thought of when we were looking for a Head of Operations in Mumbai.  Fortunately, he agreed to join us. He has an unbeaten track record of nurturing businesses and creating hardworking and sparkling creative work.“

     

    Speaking on his appointment, Uttio Majumdar says, “I’ve always believed that advertising is only meant for adrenaline junkies. And 21 years in JWT, managing challenges across a range of categories and brands, has only made me yearn for more. Dhunji made an offer that I couldn’t refuse – even more fun, excitement and adventure in leading the Rediffusion Y&R, Mumbai team and partnering some of the leading brands in the country.”

     

  • Carlton will be reporting into Tarun Rai and will continue to lead HDS's creative leadership

    JWT elevates Carlton D’Silva as CEO, Hungama Digital Services

    By A Correspondent

     

    Carlton D'Silva

    J. Walter Thompson South Asia has named Carlton D’Silva as the new Chief Executive Officer, Hungama Digital Services. Carlton will be reporting into Tarun Rai and will continue to lead HDS’s creative leadership as its Chief Creative Officer.

     

    In his new role, Carlton will be responsible for leading the growth at HDS and further enhancing its creative output. He will partner Tarun to seamlessly integrate and deliver on J. Walter Thompson South Asia’s creative vision to offer the best value proposition to its clients. Carlton will have complete oversight of all six offices of HDS, including Hungama Promo Marketing.

     

    Tarun Rai

    Announcing his elevation, Tarun Rai, Chief Executive Officer, J. Walter Thompson South Asia said, “Carlton is a dynamic, creative leader with strategic capabilities, which makes him an ideal choice to head HDS. He is young, ambitious and has the drive to take HDS to the next level.”

     

    Carlton has spent close to 16 years with HDS. He is imaginative and inspiring and has diverse experience of working with some of the biggest brands in the country. He has won several awards and accolades for HDS across national and international award shows.

     

    Neeraj Roy

    “We are delighted to elevate Carlton as the CEO of HDS. Apart from being one of the most experienced digital advertising professionals in India, Carlton has demonstrated tremendous leadership qualities in leading a team of top performers who have won accolades for their clients and given them innovative and sustainable solutions with impactful and engaging consumer interactions. In his new role, Carlton will prepare our clients from leveraging creative digital activations and transform their communities to transactions. I wish him all the very best, always!”, said Neeraj Roy, Director on board, HDS.

     

  • The agency will handle all strategic, mainline advertising and digital creative services for the brand

    NPCI hands over creative mandate to J. Walter Thompson

    By A Correspondent

     

    National Payments Corporation of India (NPCI) has awarded its creative mandate to J. Walter Thompson India following a multi-agency pitch. The account will be handled by the agency’s Mumbai office.

     

    The agency will handle all strategic, mainline advertising and digital creative services for the brand.

     

    “National Payments Corporation of India (NPCI) is pleased to be associated with J. Walter Thompson India. NPCI aims to reach out to every Indian with its products & services, we are sure J. Walter Thompson will aid in achieving this massive yet exciting and daunting task,” said A.P Hota, MD & CEO, National Payments Corporation of India while making the announcement.

     

    The mandate is to be the organisation’s strategy and creative partner for their flagship brand RuPay and other products. The agency will be responsible for the entire creative mandate in the ATL and BTL space.

     

    “We are privileged to partner NPCI in its mission to deliver efficient and speedy financial services. NPCI will play a crucial role in writing the new India story and we are delighted to be a part of this journey,” said Rajesh Gangwani, Managing Partner J. Walter Thompson, Mumbai.

     

  • With a Rs 350 crore budget, Askme could well make it to the largest advertiser among Indian online companies, ahead of ecommerce biggies Flipkart, Snapdeal and Amazon India

    Askme hires JWT, earmarks Rs 350-crore advertising budget

    By Pritha Mitra Dasgupta

     

    Advertising agency J Walter Thompson has bagged the advertising account of Askme-.com, a local search engine that provides information almost everything from restaurants to matrimony to jobs, following a multi-agency pitch. Manav Sethi, group head for marketing andigital products at Getit Infomedia that owns Askme.com, said the company has earmarked Rs 350 crore as its advertising budget for 2015.

     

    This could well make it the largest advertiser among Indian online companies, ahead of ecommerce biggies Flipkart, Snapdeal and Amazon India that spend anywhere between Rs 100-200 crore each on advertising.

     

    JWT will be the creative agency for Askme and Askme Bazaar, an online marketplace that also offers services such as plumbing, painting and carpentry, replacing digital agency Ignitee. “J Walter Thompson India will help position Askme brand as a destination of choice across our target consumers in this category that full of clutter comprising competition with huge marketing budgets,” Sethi said.

     

    He declined to divulge the company’s past advertising budgets and spends. Rival search engines such as Justdial spend an estimated Rs 50-60 crore in advertising a year. According to a senior media planner, Google India spent Rs 100 crore in advertising in 2014.

     

    Source:The Economic Times

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