MxMIndia

Tag: Jaideep Mahajan

  • The film is an initiative conceptualized by Rediffusion Y&R

    Rediffusion Y&R creates #FlagoffChange on eve of Republic Day

    By A Correspondent

     

    On the eve of Republic day, Rediffusion Y&R has unveiled a digital film that revolves around “Teach them, Change Them”. The film set up is in an office, where an old man (teacher) asks a clerk on the progress of his file; to which the clerk casually replies that it is stuck in the same place. The clerk begins to explain to the old man on how being a teacher he should already understand the science behind the car running on petrol and that it is very important to fuel the file and increase its weight in order to fasten the work. The old man is dazed yet stays poised.

     

    Thereafter, upon peon serving the tea, the clerk asks the peon to serve the tea to the old man so that we can understand the significance of “chai-paani”. The old man subsequently asks the clerk for his file, and expresses his willingness to increase the weight of the file to which the clerk smiles and takes out the file from the heap and points out that the tea worked. The old man puts something inside the file and returns it back to the clerk. The clerk takes it and contentedly tells the old man that the weight has increased only to find the tricolour flag lying inside. The old man adds that he isn’t sure whether the file’s weight has increased however his shoulder definitely has some heavy responsibilities to take on. The film ends on the musical notes of the national anthem.

     

    This film tied together with the theme #FlagoffChange is momentous and carries a reflective message.

     

    Jaideep Mahajan – NCH, Rediffusion Y&R said, “Technology is all about bringing positive change. But this Republic Day, we chose to talk about positive change of a different kind; the kind that we’d like to spark for a better India. And, who better to start this conversation than a brand that’s truly Indian.”

     

    Pranav Harihar Sharma, ECD – West & North and director, Rediffusion Y&R said, “You rarely get these kinds of scripts to execute. And though the budget for the film was really minuscule but only on the sheer basis of the script people came on board for free. I tried my best to keep the story in film zone and not commercial. We kept the shots organic and camera in classic locked frames. Actors were asked to hold on the dialogues and delay the delivery. I had the dream cast which made my job easier. I’m glad to have directed this gem”.

     

  • JD will work closely with CCO Rahul Jauhari and will be based out of the agency’s Delhi office

    Jaideep Mahajan returns to Rediff as NCD

    By A Correspondent

     

    Jaideep Mahajan

    Jaideep Mahajan aka JD is back to Rediffusion Y&R as National Creative Head. He will work closely with CCO Rahul Jauhari and will be based out of the agency’s Delhi office. As a group resource, JD will also oversee the creative product of Everest Delhi.

     

    With over 17 years of industry experience, JD comes with a 100-plus International and national Awards and big brand work to his credit. He has worked with agencies such as JWT,Contract,Linen Lintas, McCann Erickson, Kuala Lumpur, Leo Burnett/Arc Worldwide, Kuala Lumpur and Rediffusion Y&R.

     

    His recently launched DaburVatika Shampoo ‘Brave & Beautiful’ campaign was one of the more talked about and discussed campaigns of 2014-15. He launched Airtel in Sri Lanka which generated excellent results.

     

    Dhunji S. Wadia

    Some of the major clients Mahajan has worked on in the course of his career include PepsiCo (Pepsi, Tropicana, Aquafina & Slice), LG, Airtel, Amway, Sony (Vaio, Cybershot, Bravia, 
Walkman & Handycam), monster.com, Tupperware, Panasonic, Four Square Cigarettes (GPI), yebhi.com, cardekho.com,Dabur, Oppo Mobile, Volvo Cars, Timex, Pizza Hut, Hero (Cycles & Splendor), MTS, Amway, ITC (Tea),Tata Water Plus & Tata Gluco Plus, NIIT, Grasim Industries, Seagram’s ,HCL, Microsoft, Bacardi, Coca-Cola, Motorola, GM, Nestle, Reckitt & Colman and Air Canada.

     

    Speaking about the appointment, Dhunji S.Wadia, President, Rediffusion Y&R says, ” In a way, I started the return to the group movement when I rejoined in 2010.Rahul Jauhari followed next.  And now it is ‘many happy returns’ forJD. “

     

    Rahul Jauhari

    Speaking on the appointment, Rahul Jauhari, Chief Creative Officer, Rediffusion Y & R says, “ JD’s return is a strong signal of the caliber and intent of creative work one can expect from Rediffusion Y&R. His immediate focus will be to rebuild our Delhi office into a creative powerhouse. He will also work with me on raising the craft bar within the agency across our offices.”

     

    And said Mahajan: “ Given the change that is underway in the group, this seemed like a perfect time to return home. Rediffusion has been special to me. I have known Rahul for a long time. Our thoughts on creative work, creative culture and business focus matched perfectly.”

     

  • Linen creates the three minute Bollywood short film starring Hrithik Roshan and Sonam Kapoor

    Linen recreates classic lost & found love story as Oppo enters India

    Oppo, a global major in handsets, which had launched its flagship model a few months back in India, has unveiled a full-fledged multimedia campaign for the brand. It has paired Hrithik Roshan and Sonam Kapoor as ambassadors for the brand in India. Earlier, Linen, a Lintas group Company was given the mandate to launch and manage the communication duties for Oppo in India.

     

    Constantin Haoran

    Announcing the launch of the campaign, Constantin Haoran, Head of Brand Development India, Oppo commented, “Oppo endeavours to deliver customers with the most delightful smartphone experience through meticulous designs and smart technology. The aim is to recreate the overseas success story in India.”

     

    Mobile advertising is simple yet complicated. Complicated because of the structure of the communication. And simple is what Linen created. It decided to underplay the product and decided to tell a story.

     

    The objective of the campaign was to define a unique brand space for Oppo, which is a mix of design-technology-emotions.

     

    (L-R) Jaideep Mahajan, Abhik Santara and Pranav Harihar

    “The TVC is long format, which follows the recent onset of a new category of communication designed specifically for digital space and a certain audience type many of whom call it a YTC-“You tube commercial”. The fact that the TVC earned more than 15 lakh views on Youtube in the first 15 days of its release is a testimony that we have managed to achieve both. Now with the launch of the commercial in TV, we wish to multiply this traction,” shared Abhik Santara, Executive VP, Linen.

     

    Jaideep Mahajan, Executive CD, Linen added, “Oppo wasn’t known in Indian market. But despite that they chose to enter by launching the flagship device priced at approx. Rs. 40,000 where they would be competing with the best of the phones from the biggest of brands. We decided to narrate a story, where the phone and the features take the story forward. There are a lot of firsts in this communication. To begin with, the pairing of Hrithik and Sonam as a couple (which has never happened either in ad space or in Bollywood films), the way the product is handled and not falling for using  Hrithik’s dancing skills to grab a quick eyeball.”

     

    Pranav Sharma, the Group CD and the writer of the campaign commented: “The 3-minute short film revolves around three characters – two celebrities and one phone. The project followed a lengthy and complicated process, which is similar to a feature filmmaking and is different from a quick TVC production process. After locking the script, character sketching was done for both the celebrities, a detailed screenplay was written, where every shot was broken down to its minutest detail. Doing away with the regular advertising-jingle space, we churned out a 3 minute song for the film.”

     

    The film has been directed by Siddarth Anand (who has directed hits like Salaam Namaste, Bachna Ae Haseeno, Anjana Anjani etc) and produced by Film Farm India.