MxMIndia

Tag: Kartik Smetacek

  • Elevates Rohit Malkani and Kartik Smetacek to CCOs

    L&K Saatchi & Saatchi strengthens Creatives

    By Our Staff

     

    L&K Saatchi & Saatchi, a part of Publicis Groupe India, has elevated Kartik Smetacek and Rohit Malkani, its Joint National Creative Directors, to the roles of Chief Creative Officers (CCOs). The duo will continue reporting to Paritosh Srivastava, CEO, L&K Saatchi & Saatchi and Publicis Worldwide India.

     

    As Chief Creative Officers, both Kartik and Rohit will guide L&K Saatchi & Saatchi’s creative vision, drawing from their understanding of the evolving media landscape.

     

    Commenting on Rohit and Kartik’s new role, Paritosh Srivastava, CEO, L&K Saatchi & Saatchi and Publicis Worldwide India said: “Kartik and Rohit have been true partners to me in every way over the last few years. They have been integral members of our leadership team, aligned with the vision for our agency and its product in the country. They have contributed significantly to the agency’s evolution. The last few years at the agency have been marked by creative renaissance and strong business growth. Now, as we embark into the next phase of our journey, with bigger goals and ambition, the nucleus of powerful leadership at L&K Saatchi & Saatchi, with Kartik & Rohit as CCOs and Snehasis as CSO, will play an even more significant role.”

     

  • To bolster key businesses

    L&K S&S appoints Avinash Jakhalekar as Group CD

    By Our Staff

     

    L&K Saatchi & Saatchi has appointed Avinash Jakhalekar as Group Creative Director. Jakhalekar joins the agency from Lowe Lintas and will be based out of Mumbai. He will report to Kartik Smetacek, Jt. NCD, L&K Saatchi & Saatchi.

     

    Welcoming him to the agency, Smetacek said: “Avinash embodies the perfect qualities that I look for in creative person – equal parts talent, energy and resilience. We’re thrilled to have him aboard and look forward to him putting his amazing craft and can-do attitude to work on some of our key businesses.”

     

  • Launches Bharti Axa Life Guaranteed Income Pro

    L&K S&S creates TVC for Bharti Axa

    By Our Staff

    Bharti AXA Life Insurance has launched its new integrated campaign for Bharti Axa Life Guaranteed Income Pro. The multilingual campaign in Hindi, Bengali, Tamil, Telugu, Kannada and Malayalam is created and conceptualised by agency L&K Saatchi & Saatchi.

    Said Manik Nangia, Chief Operating Officer, Bharti Enterprises: “We have contemporized the campaign narrative in view of the evolving needs and preferences of consumers amid uncertainties. It is built on piercing insights and extensive customer segmentation, and engages in a direct dialogue with consumers to address their financial indecision about life milestones upfront. The creative rendition of using a question mark symbolizes uncertainty in consumers’ minds and further paves the way for certainty with life protection cover and assured financial returns.”

    Added Kartik Smetacek, Jt. NCD – L&K Saatchi & Saatchi: “The TVC exhibits Bharti AXA Life Guaranteed Income Pro as a solution for varied life-stage uncertainties. Further, it also marks the fresh brand proposition for Bharti AXA Life – ‘Do the Smart Thing’. We wanted to portray the brand as no-nonsense and straight-talking, out to challenge the category conventions of grand promises and glowing futures. This is the signature style and tone we hope to carry forward in subsequent communication as well.”

     

     

  • In her years of work experience, she has been associated with JWT, Leo Burnett and Publicis Capital

    Tanuja Bhat joins L&K Saatchi & Saatchi as Group ECD

    By A Correspondent

     

    Tanuja Bhat has joined L&K Saatchi & Saatchi as Group Executive Creative Director. This will be her second stint, having previously worked at L&K for two years. She moves from Network Advertising, Mumbai.

     

    Said Kartik Smetacek, Joint National Creative Director, L&K Saatchi & Saatchi: “Tanuja is an experienced hand with stellar work across agencies and clients. I look forward to her bringing her talent and energy to our brand mix.”

     

     

  • In his new role, he will be reporting to Kartik Smetacek, Jt. National Creative Director, L&K Saatchi & Saatchi

    L&K Saatchi appoints Trishay Kotwal and Arthi Basak

    By A Correspondent

     

    Arthi Basak & Trishay Kotwal

    L&K Saatchi & Saatchi has announced the appointment of Trishay Kotwal as Executive Creative Director. In his new role, he will report to Kartik Smetacek, Joint National Creative Director, L&K Saatchi & Saatchi. Over the past fifteen years he has worked in New Delhi and Mumbai, across a number of creative agencies including, Lowe, McCann Erickson, and Draft FCB.

     

    Also, Arthi Basak erstwhile AVP, FCB Interface has joined L&K Saatchi & Saatchi as VP – Strategy and Planning. In her new role, she will be reporting to Snehasis Bose, Executive Director-Planning, L&K Saatchi & Saatchi.

     

    Anil Nair

    Said Anil S Nair, CEO and Managing Partner, L&K Saatchi & Saatchi: “I am very excited to welcome two exceptional talents Arthi and Trishay to L&K Saatchi & Saatchi. Both have immense experience & fantastic skills in their respective fields which will be of great value to our wide range of brands across many categories. I look forward to them raising the bar even higher for us.”

     

     

  • Kartik will be responsible for the creative teams in Mumbai, Rohit will be responsible for the creative teams in Delhi & Kolkata

    Delna Sethna exits L&K Saatchi & Saatchi; Kartik Smetacek and Rohit Malkani elevated to Joint NCDs

    By  A Correspondent

     

    L&K Saatchi & Saatchi has announced that its Chief Creative Officer, Delna Setha will be moving on from the agency after a five-year stint in order to pursue other interests.

     

    The agency has also rolled out a new creative organisational structure which will be led by Kartik Smetacek and Rohit Malkani who have been elevated to Joint National Creative Directors, with immediate effect.

     

    Said Anil Nair, CEO, CEO & Managing Partner, L&K Saatchi & Saatchi: “It is always a sad moment to say goodbye to someone who has been an integral part of our growth story over the last five years. I’d like to thank her for being an exceptional leader and paving the way for path-breaking work along with her team. I wish Delna the very best for her future endeavor.”

     

    Said Sethna: “All through life I’ve only ever followed my heart, and I think I’m much too old now to mend my ways. I wish everyone at Saatchi much luck.”

     

    On the newly appointed roles Nair said: “Rohit and Kartik have played a critical role in shaping L&K S&S’s creative product. They have been an integral part of the Leadership team for many years now. It was quite natural to look within and choose them to take on this larger mandate. I am absolutely certain that both of them will surpass everyone’s expectations in raising the creative bar further.”

     

     

  • The ad campaign marks Shweta Bachchan Nanda’s debut with father Amitabh Bachchan

    Kalyan Jewellers unveils new campaign with focus on trust

    By A Correspondent

     

    We’ve read about it already and now the TVC is here. Kalyan Jewellers has launched its new TVC featuring brand ambassador Amitabh Bachchan along with his daughter Shweta Bachchan Nanda. For the first time, the audience will see the off screen father daughter duo playing onscreen father daughter in a rural North Indian small town setting. The TVC emphasizes the values of trust that the brand attributes itself to.

     

    Speaking about the campaign, TS Kalyanaraman, Chairman and Managing Director, Kalyan Jewellers said: “We have a long association with the Bachchan family. They have successfully represented our brand over the years and we are extremely excited to have Shweta Bachchan Nanda on board our latest campaign. As a brand, Kalyan Jewellers stands for Trust, and this TVC successfully showcases our ideology of standing up for what is right.”

     

    Speaking about the ad film, Kartik Smetacek, L&K Saatchi & Saatchi added: “The insight came from a very rich space. Trust does not just mean being honest when everyone is watching, but it is also about being truthful when no one is looking. It is about a deep rooted sense of right and wrong and not being a part of anything that would shake ones trust – not even the smallest of the things.”

     

     

  • The new campaign seeks to build greater appeal, and expand the market base for a car that has been well accepted and loved by the country for over five years now

    Renault Duster highlights true SUV spirit in new campaign

    By A Correspondent

     

    Expanding the Duster stable, Renault launched a new variant of the Renault Dusterrecently. Conceptualised by Law and Kenneth Saatchi and Saatchi, the new TVC-led  campaign aims to encourage people to be more socially conscious, while highlighting the versatility of the Duster.

     

    Said Virat Khullar – Head of Marketing, Renault India: “This is the first time Renault has introduced an emotive campaign on social awareness for the Duster. The TVC essentially retains the Duster’s iconic macho stance, but also adds a heart of gold to the narrative. The overarching objective was to realign the communication approach for the new Duster in a way that it resonates with both urban and semi urban audiences, thereby reaching out to a wider base of audience. The campaign subtly brings this emotion alive, through our protagonist, with his all-terrain capable and resilient new Renault Duster. The campaign essentially drives home the point to take the right step with the right intent that becomes a source of inspiration for others too”

     

    Added Kartik Smetacek – Executive Creative Director, Law & Kenneth Saatchi & Saatchi: “The task was to build emotional appeal for the new Duster. We mined stories that would strike a chord with greater India, while also allowing us to demonstrate the inherent strength and capability of the car.”

     

    Said Vivek Kumar Duggal – Sr. Vice President, Law & Kenneth Saatchi & Saatchi: “With over 1.5 lakh on-road, the Renault Duster has a pan-India presence. Our narrative therefore brings alive a palpable overarching Indian context. Our stories bring alive this emotion, through our protagonist, with his capable Duster.”

     

  • The experience started with Renault India reaching out to its social media audience and inviting them to be a part of this activity

    Renault India spreads the light this Diwali with L&K Saatch & Saatchi

    By A Correspondent

     

    Renault India has got its creative agency Law & Kenneth Saatchi & Saatchi to help them create something different this Diwali. The idea – Spread the Light, the Renault Diwali Drive. An exclusive drive to a village to celebrate Diwali with the local community and share in the true spirit of the festival.

     

    The experience started with Renault India reaching out to its social media audience and inviting them to be a part of this activity. They received an overwhelming response which saw representation of all Renault flagship cars.

     

    The drive flagged off from the Renault dealership and made its way to Bheliv Village in Raigad district in Maharashtra, a 110 km drive. The thrilled customers carried sweets, decorations and everything needed to make this Diwali special for the people of Bheliv Village.

     

    The villagers gave them a warm welcome with a traditional aarti, dhols and garlands. The customers had an immersive experience as they joined the villagers in their preparations for the evening celebration.

     

    The celebration then crescendoed with the exchange of light, where the customers gave solar lanterns and received handmade diyas from the delighted villagers. The villagers were thrilled to make new friends and have them partake in their Diwali celebrations. The customers on the other hand, never imagined the impact they could have on other people’s lives by sharing the spirit of Diwali.

     

    Said Virat Khullar, Head of Marketing, Renault India: “Renault always aims to connect with its Indian audience and be rooted in its culture and this was the perfect opportunity to collaborate with our valued customers and make Diwali special by the simple act of sharing light where it’s most needed”.

     

    Added Kartik Smetacek, Executive Creative Director – Law & Kenneth Saatchi & Saatchi: “We were keen to do something meaningful for Diwali. Light is quintessential to the festival and spreading the light is really symbolic of spreading happiness. I think the activity captured and celebrated the true essence of Diwali.”

     

  • Through the many years of experience behind him, Kartik has worked on diverse brands like Airtel, Colgate Palmolive, Taj Hotels, Cadbury, DNA, Lakme, Tata Motors, Nerolac, etc

    Kartik Smetacek joins L&K Saatchi & Saatchi as ECD

    By A Correspondent

     

    Kartik Smetacek
    Charles Victor

    L&K Saatchi & Saatchi has announced the appointment of Kartik Smetacek as Executive Creative Director.

     

    Charles Victor, National Creative Director – L&K Saatchi & Saatchi said, “Acquiring talent has and will be our focus across offices. Great work can only come from wonderful creative people and I believe Kartik is definitely one of them. He has extensive, diverse experience and I love the fact that he’s hungry to take on bigger responsibilities and challenges.” Charles added that bringing people like Kartik into the system was one of the many steps taken to raise the creative bar, the results of which will soon be seen.

     

    Through the many years of experience behind him, Kartik has worked on diverse brands like Airtel, Colgate Palmolive, Taj Hotels, Cadbury, DNA, Lakme, Tata Motors, Nerolac, Bigrock and Rustomjee, to name a few.

     

  • The 30-second TV commercial features a first-of-its-kind 'car flash mob'. A group of young executives perform a series of dramatic synchronized stunts at a bustling corporate park

    Draftfcb Ulka creates new campaign for Indigo eCS

    In keeping with the marketing objectives of the Indigo eCS, Draftfcb Ulka has created an advertising approach where the new product features are aptly highlighted in light of the ‘new attitude’ of the Indigo eCS. The 30-second TV commercial features a first-of-its-kind ‘car flash mob’.  A group of young executives perform a series of dramatic synchronized stunts at a bustling corporate park.

     

    On the rationale behind the campaign, Kartik Smetacek, Group Creative Director, Draftfcb Ulka, said, “The task was to give the car not just a new positioning, but also a new personality. So while the commercial is designed to showcase the car and all its updated features, it’s also designed to engage with a new generation of potential customers.”

     

    Mr. Virat Khullar, Category Head – Sedans said, “Indigo eCS comes as a refreshing option for the young ambitious professional who seeks an aspirational offering. The car redefines the category with over a dozen first in class attributes.”

     

    Ranging from popular television channels, to print, outdoor and online, the 360-degree campaign endeavours to maximize the experience of the new Indigo eCS at various touch points.

     

    Credits:

    Client: Tata Motors

    Agency: Draftfcb Ulka

    National Creative Director: KS Chakravarthy (Chax)

    Group Creative Director: Kartik Smetacek

    Creative Director: Devendra Mankame

    Creative Team: Donovan D’Souza, Mayuresh Wagle, Tushar Sawant, Roshan Pawaskar, Vishal Rajpurkar

    Client Servicing: Kailash Kondath, Sneha Shenoy, Ekta Verma

    Planning: Sunil Shetty, Mayur Kaku

    Films: Alpa Jobalia, Stanley Christian

    Production house: Cutting Edge Pictures

    Director: Andrew Hardaway

     

  • A few recent ads seem to be embracing the luxury of time, giving audiences films that tell a compelling story. Is it a trend, and will it work?

    A long story short: Rise of the 100+ seconder

     

    By Meghna Sharma

     

    Long copy became synonymous with David Ogilvy after he espoused its cause in his book Confessions of an Advertising Man (1963): “There is a universal belief in lay circles that people won’t read long copy. Nothing could be farther from the truth.”

     

    While one may not see too much long copy in print these days, television commercial writers seem to be following the great man’s adage, if recent TVCs are anything to go by.

     

    Dove’s Real Beauty Sketch campaign on the digital platform and the latest Tata Sky commercial, which made waves for being all of three minutes long, are proof enough. But in today’s fast-paced world where the 30-seconder rules, do such ads really work?

     

    MxMIndia asks adwallahs what are the characteristics of a lengthy ad or campaign, and why some work – and some don’t.

     

    Raghu Bhat, Founder Director, Scarecrow Communications Ltd & Founder, Fungus Designs

    The biggest challenge any advertiser faces is how to make one watch his/her advertisement. For instance, if we take a movie, people make an effort to go and watch the film; the same isn’t the case of advertising world. How many log on or switch on their television sets to watch a particular ad? Hence, it is difficult to find a programme which has a captive audience as well as has a two- or three-minute window to showcase an ad. People are watching IPL, but spots are sold for 10-seconders.

     

    For a mass brand, to launch a lengthy campaign, it cannot depend on the digital platform alone. It has to use television as a medium to reach its TG. And has to go beyond traditional content to catch people’s attention. For example, the Dove campaign turned out to be more of a social commentary and hence, caught people’s eye.

     

    Ramanuj Shastry, Co-Founder and Director, Infectious Advertising

    I would call such long-duration campaigns as branded content rather than advertisements, because people watch them more on the digital platform. A lot of such lengthy content is launched online, especially internationally, to go viral. However, it should have an ongoing story which will make one ask ‘what happens next?’. Apart from the story, other elements like music, acting, direction too are important. For such content to be played on air means that a channel has enough air space to fill; otherwise it doesn’t make sense to run them on TV.

     

    Arun Iyer, National Creative Director, Lowe Lintas & Partners

    I don’t think such lengthy advertisements or campaigns always work. The Dove real beauty sketch campaign worked because it was intriguing. It was almost like an experiment captured, which clicked with the people. But personally speaking, I think the Tata Sky is a bit too long, which wasn’t necessarily required. To run such ads on TV isn’t feasible for anyone and everyone. Maybe Tata Sky can afford to do so because they have their own channel.

     

    Agnello DiasAgnello Dias, Chairman and Co-founder, TapRoot India

    The Tata Sky TVC is one in a million. Today the biggest barrier the advertising agencies face is duration. Therefore, it is impossible to create something creative. TVCs today are just a reminder of a brand. What used to be known as edits are now the actual advertisement shown on television.

     

     

    Kartik Smetacek, Group Creative Director, Dratfcb + Ulka

    I think each piece of communication has its own ideal length (which isn’t always a pre-defined 30 seconds). A long-format ad has the advantage of drawing you into the story and building a much richer experience before the brand message is delivered. What you lose in frequency, you more than make up for in impact. Apple’s 1984 spot being a case in point. The key to a successful long-format ad is a compelling storyline that resolves to a relevant, well integrated brand message. The narrative must demand an extended build-up, so that every extra second adds to the intrigue. Apart from that, impeccable execution – whether it’s cinematography, casting or music – greatly helps the cause.

     

    Last year, Chipotle released a two-minute film online that was totally worth the time. It was an animated film that told the story of a farmer who dismantles his high-tech, mechanized farm to re-embrace a simpler, free-range approach. Set to an epic track (Willie Nelson covering Coldplay’s ‘The Scientist’), the film kept you riveted till the final second. The ad made its TV debut at the Grammies, by which time it had already travelled virally around the world, redefining Chipotle for a whole generation of customers.