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Tag: Josy Paul

  • Spotlights long-term impact of unequal distribution in latest ad

    Ariel launches new #ShareTheLoad film

    By Our Staff

     

    Ariel detergent has launched its latest edition of the #ShareTheLoad ‘movement’ with the film ‘See the signs #ShareTheLoad’.

     

    Said Sharat Verma, Chief Marketing Officer, P&G India, and Vice President – Fabric Care, P&G Indian subcontinent: “With our movement Ariel #ShareTheLoad, our aim has been to strike meaningful conversations that help drive positive change and address inequality. This year’s communication is based on the insight that the unequal distribution of chores can have a long-term effect on relationships. In fact, 81% of women surveyed feel that unequal distribution of chores has affected their relationship over time. Over time the unequal distribution of household chores can lead to one partner giving up and create a distance in the relationship. But on the other hand, we know that the foundation of a strong relationship is based on equality, where both partners feel respected, appreciated, and valued. Our recent survey showed that 95% couples believe that doing chores together will improve their relationship. Therefore, with this film Ariel is urging us all to see the signs and #ShareTheLoad to grow together.”

     

    Added Josy Paul, Chairman and Chief Creative Officer, BBDO India: “The latest edition of #ShareTheLoad is an eyeopener for married couples and for the younger generation. It is based on something we have been noticing in society – a growing section of men who are discovering that they have lost out on their relationship but don’t know why. It is a hidden truth that no one is talking about. The truth that there is an emotional distance between couples because of the unequal distribution of household work. As we see in the film ‘the woman keeps on giving and giving… till she finally gives up’. ‘See the signs #ShareTheLoad’ is a resolution, a step towards realizing that to share life together, we need to share the load.”

     

  • Titled 'Scam Se Bacho'

    Campaign by Payments on WhatsApp

    By Our Staff

     

    In order to create awareness and educate users on making safer online payments, WhatsApp has launched a user-safety campaign – titled ‘Scam Se Bacho’ via a ‘music video, conceptualised by BBDO India and directed by Shimit Amin.

     

    Talking about the music video, Manesh Mahatme, Director – Payments, WhatsApp India said: “While UPI continues to remain one of the safest, convenient and interoperable modes of making payments, India’s growing acceptance of online payments has also seen an increase in digital payment frauds. User safety is at the core of everything we do at WhatsApp and through this exciting and captivating music video, we want to educate and empower our users with all the information they need to safeguard themselves against any frauds while making digital payments. We hope that this initiative by WhatsApp will resonate with people and they can sing their way through safe and secure online payments.”

     

    Talking about the campaign, Avinash Pant, Director – Marketing at Meta India, added: “India’s growing acceptance of digital payments has also led to an increase in the need to make people aware on how to keep their payments safe. Through this campaign, which is built on several real world scenarios that people face in their everyday life, our endeavour is to educate and empower users with all the information they need to safeguard themselves against any frauds while making digital payments. This initiative reinforces Whatsapp’s commitment to the safety of our users while making payments as simple and convenient as sending a message.”

     

    Commenting on the creative treatment of the music video, Josy Paul, Chair and Chief Creative Officer, BBDO India, said: “Our primary goal with this music video was to spread awareness and engage the audience sensitively on this subject. We decided to create entertainment that educates, rather than advertising. Our goal of reworking a fun nostalgic song like ‘Dekh ke Chalo’ was to use the power of music to convey a strong message that’ll help people relate to the moments that we collectively face in our lives. The song triggers memory structures that allow the audience to receive the message more easily. We hope it will echo with people to be more aware the next time they face similar situations and feel empowered to stay safe while making online payments on WhatsApp.”

     

     

  • Aims to get men to think and introspect their actions at home

    Ariel launches fifth edition of ShareTheLoad campaign

    By Our Staff

     

    Ariel detergent washing powder has launched a new campaign to continue conversations around unequal division of domestic chores. The #SeeEqual film kicks off to inaugurate the 5th edition of ShareTheLoad. Ariel urges men to be equal partners playing Equal roles.

     

    Said Sharat Verma, Chief Marketing Officer, P&G India, and Vice President, Fabric Care, P&G India: “With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load. A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! That is far too long for us to wait for something that comes naturally for men when they interact with each other. Interestingly, over 73% married men agreed that they did their share of household chores when they lived with other men. However, even now in urban India, less that 25 percent of households claim that men share the load equally. This year’s communication is based on this simple insight – when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad”

     

    Added Josy Paul, Chairman & Chief Creative Officer, BBDO: “We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality. This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage. Research confirmed this. 88% women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow.”

     

    Said Nandita Shah, Co- Director, Akshara Centre: “Gender inequality at home is underrated and often overlooked with women bearing the brunt of this inequality. When women believe that they are equal to men and start taking a position for it like in the Ariel #SeeEqual film, change happens. This change in behavior goes a long way in making the home more equal. If men understand how to do household chores, there should be nothing stopping them from sharing this equally and responsibly. We are happy to collaborate with Ariel to drive the conversation around gender equality in the division of household chores, and urge men to #See Equal and #ShareTheLoad.”

     

  • To reinforce brand proposition

    BBDO creates new TVC for Snickers

    By Our Staff

     

    Snickers chocolate bar from Mars Wrigley has launched a new film featuring actor Vinay Pathak alongside young artist Vedika Nawani. Bringing to life the brand proposition of ‘You’re Not You When You’re Hungry’, the film shows a humorous take on ‘Hunger Pangs’ .

     

    Talking about the launch of the new Snickers film, Kalpesh R Parmar, Country General Manager, Mars Wrigley, India said: “The brand proposition of Snickers, ‘You’re not you when you’re hungry’, has become iconic and is loved by consumers across the world. With this new ad featuring actors Vinay Pathak and Vedika Nawani, we have drawn on the tongue-in-cheek humor of the brand to bring to life a comical situation arising out of hunger pangs. At Mars Wrigley India, we are led by our purpose of creating a billion better moments for consumers, customers and communities, and we are confident that the audience will love the new TVC as we celebrate the joy associated with Snickers.”

     

    On the campaign, Josy Paul, Chairman and CCO of BBDO India, added: “We built on the long-running global idea and human truth: when you’re hungry, you’re just not yourself. The task was to refresh it for immediate impact – something that will be instantly noticed, distinctive and drive salience for Snickers. The monster truck was it! The incongruity is intriguing! Why has our hero bought a monster truck? A-ha, it’s a hunger pang! And, of course, Snickers is the substantial, nut-filled bar that has always been known for satisfying hunger pangs!”

     

  • BBDO India has announced the appointment of Krishna Mani as CCO for its Delhi office. Mani has previously worked with Dentsu and Ogilvy

    Krishna Mani is CCO, BBDO Delhi

    By Our Staff

     

    Talking about Mani’s appointment, Josy Paul Chairman and CCO at BBDO India said:  “It was love at first chat! It was instant creative chemistry! Sometimes you just know when you’ve found the right creative partner. Thrilled to have Krishna Mani lead the creative culture and product of BBDO in Delhi. Krishna’s work is legendary, his craft is brilliant, and his focus on where advertising is going is exciting. Together we’ll hit the sweet spot where media meets the idea. Along with our youthful and diverse talent, we believe Krishna Mani will create greater value for our clients as he pushes the industry forward.”

     

    Mani’s appointment is welcomed by Suraja Kishore, CEO, BBDO India who said: “For us at BBDO we seek leaders who are not so much like-minded as like-hearted, in Mani we discovered an Empath Creative. He understands the power of human confessions in unlocking creative charge that a brand needs. We are certain that Mani will add immense value to BBDO’s equity, and in partnership with Nikhil Mahajan- who heads our Delhi operations, he will make the BBDO offering to our clients stronger and will create work that will drive growth for our clients.”

     

     

  • Launches #ShareTheLoad for equal sleep as the 4th edition of the award-winning movement

    Ariel urges men to share the laundry yet again

    By A Correspondent

     

    In the spirit of keeping the conversation going ahead and furthering the cause of equality within households, Ariel has launched the fourth ‘chapter’ of ShareTheLoad.

     

    The new film, launched across social media and digital platforms, seeks to highlight the impact of unequal division of chores on the wife’s well-being, and leverage this with men to drive an urgency to act. Ariel aims to make laundry the face of this movement against inequality within households by urging men to take the first step to #ShareTheLaundry and eventually, #ShareTheLoad for equal sleep.

     

    Commenting on the Movement, Sharat Verma, CMO, P&G India and Head, Fabric Care Indian Subcontinent, said: “This year, ‘#ShareTheLoad for equal sleep’ seeks to give us one more compelling reason to start sharing the load. Uneven division of household chores is getting in the way of women getting adequate sleep and rest, and hence the conversation this year is about bringing this to light to enable conversation. 71% of Indian women are sleeping less than their husbands due to these household chores, as they end up waking up early and/or staying up late in order to get everything done. The film is designed to be a mirror into the daily lives of many women, in order to make this unaccounted time count. And with this, Ariel wants to move us all from intent to action by urging them to #ShareTheLaundry and take the first step towards #ShareTheLoad.”

     

    Added Josy Paul, Chairman and CCO – BBDO India: “How can Ariel as a leading brand truly create change? That was what we wanted to do with this year’s campaign for #ShareTheLoad. And hence, by steering the conversation around the impact on the women’s wellbeing when their partners don’t partake in domestic chores, we want to get men to show solidarity via action. A significant part of the film rests in the early hours or late nights, which is the time that usually goes unaccounted. It is the theatre of the after-hours. It is about making those hours count!”

     

     

  • Mahajan joins BBDO from Lowe Lintas where he was Executive Director, and Dasgupta was last with ADK Fortune as National Creative Director

    BBDO appoints Nikhil Mahajan & Akashneel Dasgupta to lead Delhi ops

    By A Correspondent

     

    BBDO strengthens its India leadership team by appointing Nikhil Mahajan as General Manager for the Delhi office and Akashneel Dasgupta, who as Chief Creative Officer. Mahajan has also been appointed Chief Growth Officer for BBDO in India.

     

    Mahajan joins BBDO from Lowe Lintas where he was Executive Director, and Dasgupta was last with ADK Fortune as National Creative Director.

     

    Commenting on Mahajan and Dasgupta’s appointment, Josy Paul, Chairman and CCO BBDO India, said: “Nikhil and Akashneel are natural born seekers. Nikhil is highly talented, with strong business acumen and an eye for creative storytelling, given his background in music and songwriting. And Akashneel is a creative enthusiast who is deeply rooted in the nuances of mass India. They speak the language of Gen Z and represent where advertising and marketing is going. Along with our young diverse talent at BBDO, we firmly believe they will create greater value for our clients as they push the industry forward.”

     

    Added Suraja Kishore CEO, BBDO India: “At BBDO we believe the future of advertising is ours to shape, and in Nikhil and Akash, we have discovered co-creators for our exciting new chapter. From the first meeting, Nikhil came across as someone who has a compelling drive and responsibility to do what he can to shape the future. Akash on the other hand impressed us with his ability to imagine and execute a future that he envisions. Together, they will help take our business to great new heights, as well as for our clients.”

     

     

  • The company launches its new logo and the brand campaign ‘#ShedTheWait’

    PNB Metlife signs PV Sindhu as its brand ambassador

    By A Correspondent

     

    PNB MetLife has signed on badminton player PV Sindhu as the company’s brand ambassador. Over the next few months, Sindhu will bring alive PNB MetLife’s brand promise of being the right life insurance partner to every Indian.

     

    Said Nipun Kaushal, Chief Marketing Officer, PNB MetLife: “We are thrilled to announce P.V. Sindhu as the new face of PNB MetLife. Her commitment on and off the court is commendable. From bagging world titles and Olympic medals for the country to advocating positive change, she is invested in making a difference to the community at large. She embodies the spirit of perseverance, discipline and determination, and discipline and with PNB MetLife it is a seamless brand alliance. In P.V. Sindhu we’ve found a partner who reflects the drive we share while embodying our commitment to serving the society.”

     

    Added Josy Paul, Chairman of BBDO India, the creative agency of PNB MetLife: “Players like PV Sindhu are definitely unleashing the patronage of different sporting disciplines in India. As a brand ambassador, she is the perfect representation of what PNB MetLife believes in and will add great value to its identity. We are absolutely delighted to be a part of this journey and look forward to crafting its narrative as a company that will be at the forefront of securing India’s future.”

  • More men are sharing the load than 4 years ago, but this is just the beginning

    Household inequality takes centrestage in Ariel’s next ad campaign

    By A Correspondent

     

    Ariel has launched the third season of its #ShareTheLoad campaign. In this newly-released edition, Ariel asks: are we teaching our sons what we are teaching our daughters? Urging mothers to be the changemakers of the society and hence relook at the way they raise their sons. The film has been conceptualised by BBDO.

     

    Commenting on the Movement, Sonali Dhawan, Marketing Director, P&G India, and Fabric Care said: “This year, we reignite conversations to go deeper into the cause of this disparity. In the context of right upbringing, we urge this generation of mothers to be the changemakers for the future, and raise yet another pertinent question – Are we teaching our sons what we have been teaching our daughters? If sharing the load is taught at an impressionable age, it becomes a part of their value system. As a mother of a boy and a girl, I truly believe this is possible. I also believe that with Ariel it is possible to simplify the lives of consumers and a happier household is one where both men and women share the load. Ariel encourages men to do their bit and take up tasks like laundry because anyone can get impeccable cleaning with Ariel, no matter who does the laundry.”

     

    Added Josy Paul, Creative Director, BBDO: “Ariel’s #ShareTheLoad has grown into an active movement for gender equality at home. It has generated greater emotional equity for the brand and has triggered a positive change in society. It is one of India’s most recognized and awarded advertising ideas.  WARC ranked it the world’s most effective campaign for 2017 and 2018. We are excited to launch the next phase of the movement. The new campaign is based on an uncomfortable truth that’s so true for today. In the film, the mother’s realization of an unspoken social conditioning and her determined resolution is thoughtful, sensitive and a big leap for society. Her simple action gives men one more reason to share the load at home.”

     

     

  • While Ogilvy bagged 2 Black Elephants, Early Man, FCB and BBDO bagged a Black each

    Ogilvy maxes at Kyoorius Creative Awards

     

    It was an Ogilvy night yet again at the Kyoorius Creative Awards. The agency which has traditionally bagged bag at Kyoorius, maxed with two Black and 27 Blue Elephants. Production firm Early Man Film which won a Black in the 2016 edition, bagged a Black for The Story of Kaveri, the film for which it also bagged the sole Grand Prix at this year’s Abby. The other Blacks were bagged by FCB and BBDO.

     

    Early Man was the second most awarded agency with one Black and two Blues, and FCB came next with one Black and five Blues. A special Master of Creativity award was presented to actor Amitabh Bachchan for his immeasurable contribution in advertising communication

     

    The 5th edition of Kyoorius Creative Awards saw a total of five Black and 90 Blue Elephants were presented to the winning titles spread across Advertising, Media and Digital categories. Over 2200 entries across 15 categories with 374 unique entrants were received. Last year, the number of entrants were over 1800 with a total of 304 unique entrants.

     

    Speaking about the Kyoorius Creative Awards, Rajesh Kejriwal, Founder CEO, Kyoorius, said: “We have some brilliant work put up by communication agencies this year and I personally would like to congratulate each one of them them for their truly deserved win. It gives me immense happiness to announce that we received a 20 per cent increase in entries this year and selecting the winners was indeed tough for our respected jury. But innate knowledge of our jurors in their respected domain has contributed immensely in ensuring fair, unbiased and credible selection process.”

     

    The Five Black Elephants that signified the best of the best, were seen held high by 4 winning teams. While Ogilvy & Mather won maximum number of blue elephants, the black elephants winners were:

    1. Ogilvy & Mather for – #HoliNotHooliganism and Vodafone Sakshi

    2. Early Man Films for -The Story of Kaveri

    3. FCB India Group for – SindoorKhela- No Conditions Apply

    4. BBDO India for – #FuelFor The RealFit

     

    The Black Elephants were presented to the winning teams by Mr. Amitabh Bachchan. This year, the Power of Print award, an IP owned by the Times Group was presented to Curry Nation Brand Communication for ‘Lifeline Question’.  Brave New World, Bengaluru and FCB Interface were awarded the runner-up winning title for their campaigns ‘No’ and ‘Honarary Doctors’ respectively.

     

    Kyoorius Creative Awards also saw an out-of-home (OOH) advertising contest titled ‘Inoohvation’  in association with Kinetic. Creative Agency Studio Mars won the coveted title for their campaign ‘Will they see Blue’ while While J. Walter Thompson and Locopopo bagged the runner-up title for their campaigns ‘Interactive Digital Billboards’ and ‘Blue Skies For our Children’ respectively.

     

    Interestingly, the award to Bachchan was presented by Kejriwal and Sanjay Prabhu, Vice Chair, Radio Indigo and Exec Director and Publisher, Asianet Commuications. Prabhu, who led the BPL brand from 1990 to 2015, was instrumental in signing on Bachchan for his first endorsement (with BPL).

     

    Said Sonal Dabral –  Group Chief Creative Officer & Vice Chairman – ‎Ogilvy & Mather in a statement: “It’s a great feeling to be the leading agency once again at this prestigious award show. Kudos to all the passionate teams at Ogilvy that made it happen. Winning two Black Elephants and 27 Blue elephants across categories from digital to traditional is a testimony to the fantastic breadth of winning talent that we have in Ogilvy India. I’m thrilled that we won not one but two Black Elephants, but I’m particularly happy that both these big winners, for Vodafone Sakhi and #HoliNotHooliganism, deal with critical issues around gender inequality, prejudice and gender-based violence.”

     

    Speaking about winning the Black Elephant,  Josy Paul, Chairman and National Creative Director, BBDO India said in a statement: “Quaker Oats is how I start my day.  It’s my morning raga. So I am personally super thrilled when this everyday energy routine wins India’s biggest award. And it’s all because of our awesome team at BBDO Delhi and our truly enlightened client at PepsiCo, and the fantastic craft and film direction by Neeraj Ghaywan. Thank you for the Grand Prix breakfast.”

     

    Honda Inoohvation-

     

    STATUS Application Name Agency Name
    WINNER Will They See Blue Studiomars
    RUNNER UP Interactive Digital Billboards J. Walter Thompson
    RUNNER UP Blue Skies For Our Children Locopopo

     

    Times Power of Print Winners list

    WINNER

    Entry 2436 | “Lifeline Question”

    >> Entrant Agency: Curry Nation Brand Communication

    >> Entrants: Viplaksh Mehta & Sushant Ainapure

     

    1st RUNNER UP

    Entry 2377 | “No”

    >> Entrant Agency: Brave New World, Bangalore

    >> Entrants: Trisha Dutt&YadhuPriya

     

    2nd RUNNER UP

    Entry 2661 | “Honarary Doctors”

    >> Entrant Agency: FCB Interface

    >> Entrants: Ganesh Sripriya& Fauzan Malim

     

    Kyoorius Creative Awards Winners List

  • Introduces limited edition packaging with designs highlighting the best of 6 past decades

    7Up gets ‘Back to cool’ as popular mascot makes a return

    By A Correspondent

     

    Beverage brand 7Up is attempting to taking consumers on a trip down memory lane with its new campaign, ‘7Up Back to cool’. The beverage brand presents consumers with a blast from the past, with the launch of six vintage designs. ATVC, conceptualised by creative agency BBDO, shows the evolution of the different designs.

     

    Speaking on the campaign, Gaurav Verma, Associate Director, Flavors Marketing, PepsiCo India said: “7Up is a brand which is inherently cool and has retained its personality through the decades. Through the limited edition 7Up Vintage packaging, we have once again taken a unique and ‘cool’ approach to connect with today’s generation. In the age of throwbacks and selfies, the 7Up Vintage bottles are the perfect representation of our Shelf to Media strategy and we are confident the new, limited edition packaging will truly make 7Up stand out on retail shelves.”

     

    Added Josy Paul, Chairman and Chief Creative Officer, BBDO India: “These are collector’s items. Fido is the original daddy of cool! And all the other cool 7 Up stuff! It’s so awesome that you want to own every one of these global vintage packs. And you want others to enjoy them to. How do you do that? With the 7UP Back to Cool promo offer!  Now everyone has a chance to go back in time with a bottle of 7 Up! Nostalgia is cool!”

     

     

  • Kicks off with a powerful film featuring children talking about the daily instances of academic pressure they face due to comparison by parents

    Mirinda unveils second edition of ‘Release The Pressure’ campaign

    By A Correspondent

     

    Last year, Mirinda had a campaign based on the exam pressure kids face because of parents. This year, with the second edition of its ‘Release The Pressure’ campaign, the brand is making this voice louder and bringing to the forefront the issue of constant comparison by parents.

     

    The film, conceptualised by creative agency BBDO and created by acclaimed director Shoojit Sircar, aims to make parents realise how situations of constant comparison can lead to lower self-esteem amongst teenagers.

     

    Speaking about the film, Vipul Prakash, Senior Vice President, Beverage Category, PepsiCo India, said: “Mirinda’s ‘Release The Pressure’ campaign stems from an insight that homes turn into pressure zones as exam season approaches. Parents have good intentions at heart but sometimes their motivation methods end up being stressful for their kids. Continuing the momentum of the first edition of the campaign, our goal this year is to help people understand and acknowledge that constant comparison is detrimental to a student’s performance.”

     

    Added Josy Paul, Chairman and Chief Creative Officer, BBDO India: “As a popular national brand, Mirinda stands committed to its teenage audience and their interests. In the latest campaign, we’ve built on last year’s brand idea ‘Release The Pressure’ by decoding the actions that add pressure in the teenager’s life. One big action or pressure point is the constant comparison that parents use to push their children. The campaign focuses on this unhealthy behavior of constant comparison – that is known to lead to depression in children. The campaign encourages parents to discuss constructive ways to support their children, especially during exam time.”