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Tag: Kainaz Karmakar

  • WPP’s ‘Date with Data’ summit throws up interesting facets on how numbers can be crunched for profit

    Will Data be the Annadata of the future?

     

    By A Correspondent

     

    We all know that data is the future of the marketing services business. The immediate future at least. And those who want to maximise on things now, even the present.

     

    Marketing services conglomerate WPP organised its first ever ‘Date with Data’ Summit on Tuesday with a galaxy of marketing gods and its own star-studded network.

     

    The idea was to exchange ideas and insights on data-driven marketing and the use of technology across marketing solutions. Keynote speakers and masterclass presenters emphasised the evolving role of data and its profound influence on the industry across all sectors. And thereby of course underscore its expertise with all things data.

    Speaking on the relevance of Audience Planning: A Journey or a Destination, Gauravjeet Singh, Head of Media South Asia, Hindustan Unilever, said, “It is a great experience to attend industry forums like this which really discuss the cutting-edge work that is happening around data. It is important to validate what one believes which helps during discussions with panellists and eventually leads to the right direction.”

     

    Addressing the growing need for marketeers and thought leaders in the industry to efficiently utilise the power of data, CVL Srinivas, Country Manager WPP India, said: “WPP strongly believes in driving collaboration amongst various stakeholders of the industry and this event is our attempt to create a platform for sharing different perspectives on how data is helping reshape marketing and businesses. As responsible users of data, we strive to enable thought-provoking discussions around important themes. We witnessed great participation from our clients, partners and colleagues.”

     

    The Summit opened with masterclasses on Data Visualisation-To Drive Data Adoption and Data Driven Thinking; Building A Data Driven Organisation; Unlocking the True Potential of Mobile Data; Data Privacy and Responsibility and Connecting Data (Data Integration) and Generating Targeted Insights (Data Analysis). These sessions were conducted by experts from Google Cloud, InMobi, Kantar and Data Alliance.

     

    The afternoon saw panel discussions on topics such as Decoding The Consumer: Fundamentals to Future, that addressed advancements in insights, research and analytics; Connected Commerce: Decoding The Last Mile, which highlighted how data and analytics are being leveraged to bridge the gaps in commerce. Audience Planning: A Journey Or A Destination touched upon innovative approaches of using data whilst Data As A Source of Creative Inspiration explored how data can be used to inspire creative content and communication planning.

     

    Speakers and participants from companies such as Vodafone, ITC, Pepperfry, Hindustan Unilever, Ford India, Google, InMobi and Nykaa were amongst those that delivered key presentations and business insights.

     

    And here are pointers from what the various panellists said:

     

    Panel 1: Decoding the Consumer: Fundamentals to Future

     

    Siddharth Banerjee – Executive Vice President of Brand and Marketing, Vodafone

    Data signals help to pick up on consumer behaviour. Data collection can be harnessed in days and weeks rather than months and years. Facebook analytics is used to understand consumer behaviour, it is important for marketeers to harness the information. Future models will have evolve. I would rather use two or three word acronyms over artificial intelligence. Some fundamentals don’t change.

     

    Tushar Vyas- Chief Strategy Officer, GroupM South Asia

    Miniscule part that buys ITC product will be open to understand consumer behaviour

    Machine and data is augmenting the human mind to make the decision.

     

    Shuvadip Banerjee – Vice President of Marketing Services, ITC limited

    Data is being collected, curated mined on a daily basis. Bringing this data together is a challenge. End-to-end perspective gives a richer view. Quantum has increased.

    Data will help us predict consumer behaviour. Data is supplementing something critical. Never loose contact with your consumers.

     

    Panel 2: Connected Commerce: Decoding the last mile.

     

    Vikas Agnihotri – Country Director, India Sales, Google India.

    Certain weather conditions leads to how the food ordering habits change

    Helped a client on-board payments identified catchments areas where merchants will come on board. Omnichannels is going to stay it is a big part. Eg: Maruti has more than 700 dealers in the country. 9-10 customers watch a video before buying a car. It is a yearly study done by Google. There is a very strong correlation that shows customers are able to see and buy products from the store. The customers are now more informed about the car before they purchase it.

     

    Kashyap Vadapalli – Chief Marketing’s Officer Pepperfry

    Control marketplace, partly how we sell it to our merchants. Data what we use is consumer behaviour. What kind of patterns lead to a completion.

    Buying behaviour is important. Life time value. Then we know category of consumers we have to tap on. Browsing behaviour, gives us an idea of what to do

     

    Sanjay Suri, Chief Technology Officer, Nykaa

    We save all data (click, search) earlier we used to do base level analysis. Ability to look at the cohorts who have come on week by week.

    Use different Market strategy. Breaking the cohort into a granulated level, figuring each segment and personalising it.

     

    Panel 3: Audience Planning: A Journey or a Destination.

     

    Gaurav Jeet Singh – Head of Media South Asia Unilever

    It is all sophisticated marketing. Purchase decision is important.

    Performance marketing is confused with Audience marketing

    Looking at large data structure which don’t talk to each other.

    How does our data marry 2nd party data and how does 2nd party marry 3rd and complement the other.

    You need to go after data that is most recent or refreshed every month. A lot of data set ups are not recent.

     

    Vasuta Agarwal- VP and GM, South Asia InMobi

    Becomes critical with partners and shares. No one solution to fit different markets.

    Define relevant signal and sources

    In the non-economic world you don’t have a single view of their customers which is a problem. Sometimes we take data we take at face value. We don’t know how many times it is refreshed and how recent it is. Another challenge is authentic data. And needing teams to check the data.

     

    Rahul Gautam- VP of Marketing Ford India

    Small share in the Indian context of 5%. People are going against others opinions to buy Ford cars. Taking those signals to target my audience that’s success. It will help all advertisers to be sharp on the money.

     

    Kartik Sharma – CEO South Asia, Wavemaker

    Cohorts of people are being able to identified through audience planning. Initially audience planning was more like demographic planning, now it has become sharper. Look at the consumer take signals and build something of it.

    Recency of data is important. How do you make meaning out of signals is difficult. If you don’t have the resources and people it is task to do.

    Audience planning is a Process

     

    Panel 4: Data As A Source of Creative Inspiration

    Aditya Swamy – Head of Agency Partnership Google

    Looked at data from audience POV. A strong idea laid across the tool, you are sure to win the market. Mass brands can bunch users by their spending techniques and their behaviour. 2015, YouTube had two YouTubers who had million subscribers now in 2018 there 400 solo native Youtubers who have a million subscribers. These people have looked at data analyst and constantly reading comments.

    Looking for tickets while traveling is something MakeMyTrip would tap onto but Samsonite is tapping on those queries.

     

    Kainaz Karmakar – Group Creative Director, Ogilvy

    Campaign creativity for awareness – Savlon Swast campaign.

    Target audience children. By simple data point of washing hands, we have reached 2.3million children. We carried out a project where children in villages were given chalk to write with and once done it was used as handwash under water. This data point has made a difference.

     

    Deepshikha Dharmaraj – Chief Business Growth Officer, Genesis Burson-Marsteller

    It is the biggest challenge to combine data and creativity. Data is pure info unless you can create a story with it. A great campaign is built when it starts with your assumption, thought and then with the data and add a layer of how it work with the audience. Data+ creativity= Magic. It is about storytelling. Influencers are what driving the storytelling technique. Some people don’t want to engage with influencers because of payment. But engaging with them creates a better story telling method. And it also reaches the audience faster.

     

     

  • It highlights a simple moment of truth that every individual relates to

    Savlon gives mothers their due in latest brand campaign

     

     

    Savlon, ITC’s leading health and hygiene brand, has unveiled its new brand campaign, ‘Bharosa Maa Sa’.

     

    Said Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited:“It’s a lovely film. It makes mothers and children share the same emotion of love and trust.  The film stays true to the core brand promise of performance power and the healing touch of mothers.”

     

    The film directed by Shashank Chaturvedi of Good Morning Films is a montage of athletes, the pain they go through and the two things that keep them going – Mother’s love and Savlon. The TVC brings alive the narrative of gentle love and warmth of a Mother and Savlon’s promise of effective care.

     

    Added Kainaz Karmakar and Harshad Rajadhyaksha, CCO, Ogilvy & Mather:“The power of the film lies in the human insight that the first person we think of when we get hurt is our mom. Savlon salutes the healing power of mothers, because moms know how to heal with love and gentleness. This truth will connect across geographies and languages. Savlon shares some important qualities with moms. We heal powerfully and yet, gently.”

     

     

  • With its latest campaign, Comfort takes a small step towards ‘breaking gender stereotypes’ that exist within the household

    Laundry cleaning not just a daughter’s job, says Comfort Fabric in latest campaign

     

     

    Hindustan Unilever has launched a new campaign for Comfort that drives home the message that household chores like laundry is not something that only the girl child needs to be engaged in. It’s equally important for both the son and daughter to learn this.

     

    Commenting on the launch of the campaign, Priya Nair, Executive Director, Home Care, Hindustan Unilever, said: “The message ‘Chota Step, Badi Baat’ implies that one extra step in using Comfort can give a great benefit in washing. Also, one small lesson from the mother, asking the son to learn this, is a big step towards impacting the social conditioning on gender. With our latest campaign, Comfort is taking on a powerful purpose for the first time – with each small step we hope to make a significant impact towards a better tomorrow.”

     

    Talking about the conceptualisation of the campaign, Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy, said: “The idea for ‘Chota Step, Badi Baat’ was born very simply from Comfort’s product proposition – How one small step of using Comfort after wash, has a significant & big impact on one’s clothes. Then on, we simply had to make this little product truth connect seamlessly with a human truth – that in life, even one small step in the right direction can result in a lasting, positive impact. We are happy that even beyond this execution, the space is very promising for various future engagements.”

     

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

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

    By A Correspondent

     

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

     

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

     

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

     

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

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

    By A Correspondent

     

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

     

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

     

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

     

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

     

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

    Red Label Tea out with another thought-provoking campaign

    By A Correspondent

     

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

     

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

     

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

     

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

    Ogilvy partners MLNS to create video CVs for acid attack survivors

    By A Correspondent

     

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

     

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

     

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

     

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

     

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

     

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

     

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

    Mondelez plays up attributes of Cadbury Fuse in latest campaign

    By A Correspondent

     

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

     

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

     

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

     

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

     

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

    Savlon unveils ‘Savlon Swasth India Mission’

    By A Correspondent

     

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

     

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

     

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

     

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

     

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