MxMIndia

Tag: Leo Burnett

  • McDonald's India, along with its creative agency Leo Burnett India, decided to bring Sunil Chawla’s story to the world

    New McDonald’s campaign features real-life toy collectors

    By A Correspondent

     

    McDonald’s India has unveiled a new digital campaign titled ‘Toys are for kids of all ages’ featuring the story of 35-year-old Bengalurian Sunil Chawla, who has collected 300 Happy Meal toys over the years. The ad shows Sunil speaking fondly about how his obsession with the Happy Meal toys began.

     

    Speaking about the initiative and campaign, Seema Arora Nambiar, Senior Vice President – Strategy, Innovation & Capability –McDonalds India said, “Since the launch of the iconic Happy Meals in India in 1997, it has grown in popularity. The toys that our customers have collected bring back the happy memories created over food. We wanted to celebrate the emotional connect that our customers have with the brand through their Happy Meal toys, which is why we have featured a real life Happy Meal toy collector and his story in this ad film!”

     

    Added Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia: “There is a child in all of us, and we keep indulging this child with its favourite treats however old we may be. McDonald’s has just made it easier for everyone to embrace this child. We don’t stop liking toys, for instance, just because we grow up, do we? The joy of collecting toys knows no age. This simple idea got us to the story of Sunil, and we knew it was a story that our consumers would instantly resonate with.”

     

     

  • The ad features actor Ranveer Singh in a 'Never Give Up Ever' attitude

    Thums Up Charged inspires you to #TakeCharge with its new campaign

    By A Correspondent

     

    Thums Up has unveiled its new #TakeCharge adfilm with actor and Thums Up brand ambassador – Ranveer Singh.

     

    Commenting on the launch of the new campaign, Ajay Bathija, Director, Colas Marketing, Coca-Cola India & South West Asia said: “Thums Up TVCs are all about seeking thrill, adventure, exhilaration and excitement and Ranveer Singh as a brand ambassador embodies all of that perfectly. The ‘#TakeCharge’ campaign is about taking the controls of life in one’s hands and overcoming adversities by not giving up hope. Our TVC captures this attitude and we are confident that the campaign will resonate well with all Thums Up lovers.”

     

    Speaking on the TVC, Sainath Saraban, Creative Head, Leo Burnett, said: “Thums Up Charged is Thums Up with extra thunder in it – just the kind of push that somebody needs to take his or her achievement to the next level. Even though the story is set in a massive car race that makes for grand theatre, it is an intensely personal journey about how a huge victory starts within your own self. When I wrote this film, I wanted to leave the viewer with a message that worked at a product level and was inspirational as well. If there’s one thing we want people to do after being exposed to this communication, it is to – #TakeCharge.”

     

     

  • The oil brand from Bunge India has launched its two television commercials with the new positioning of ‘NayeZamane ka Naya Dalda ‘

    Dalda back with ‘Naye Zamane ka Naya Dalda’ proposition

    By A Correspondent

     

    Dalda, the oil brand from Bunge India, has launched two television commercials with the new positioning of ‘Naye zamane ka Naya Dalda’. The new commercials are conceived by Leo Burnett, with a message ‘India ke kitchens badal rahe hain aur unke saath badal gaya hai India ka Dalda’.

     

    Said Samir Jain, Managing Director, Bunge: “Dalda is a unique brand and one of the few heritage brands which have seen the country change over the years. It becomes imperative for the brand to be a part of this changing consumer journey. The films resonate this thought of ‘Aap badal rahein hein, isliye badal raha hain apka Dalda’ to showcase the evolution of kitchens as not just a cooking place but a destination of changing value systems.”

     

    Speaking about the new Dalda campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said: “When we think about the India we once grew up in, we realise that it is almost unrecognizable from what it is today. Our society, our norms, the way we look at our value system, everything has changed so much. And yet, we stay rooted. I believe Dalda is a brand that has beautifully tapped into this transformation; it still manages to hold on to its core values, but reflects everything we stand for. The new campaign is a reflection of this dichotomy, and hence is a Humankind idea. It reflects the way we have changed as a people, and yet makes one think how far we have evolved in our thinking.”

     

  • Gagan is a popular brand in north Indian markets like Chandigarh, Jalandhar, Himachal Pradesh etc

    Leo Burnett creates films for Gagan

    By A Correspondent

     

    Leo Burnett created three “fun films” for Gagan, an edible oil brand that is a part of Bunge India (better known for Dalda). Gagan is a popular brand in north Indian markets like Chandigarh, Jalandhar, Himachal Pradesh etc.

     

    “Diwali is just around the corner and the Supreme Court has banned crackers. This gave us an ideal opportunity to create a real-time response advertising campaign for Gagan refined oil. The concept was simple, viral videos for Whatsapp that leverage the brand. We took traditional firecracker packaging and made videos of it based on foods. We gave people the message that they can celebrate Diwali with food crackers,” notes a communique, adding: “Each film is a character on a firecracker pack talking but instead of talking about fireworks they talk about food crackers, made in Gagan refined oil. The humour in the videos make them share worthy. The videos are shot on a special format for mobile phones and other handheld devices, keeping them light and easy to share.”

  • The duo will report to Samir Gangahar, President – North, Leo Burnett India

    Saraswathi Laxman, Gaurav Dudeja join Leo Burnett as EVPs in Delhi

    By A Correspondent

     

    Saraswathi Laxman

    Leo Burnett India has strengthened its North India operations by appointing Saraswathi Laxman and Gaurav Dudeja as Executive Vice Presidents. Based in New Delhi, the duo will report to Samir Gangahar, President – North, Leo Burnett India. Their last stint was as marketers; Laxman comes in from ABP News where she was the Marketing Head, while Dudeja’s last role was as the Head of Brand and Marketing at Fortis Healthcare. Operationally, the Delhi office will transition to a two-unit structure with Laxman  and Dudeja heading a unit each.

     

     

    Gaurav Dudeja

    Said Gangahar on the appointments: “It is wonderful to have Saraswathi and Gaurav on board heading the two units within the Delhi office. Both being seasoned advertising and marketing professionals, they understand the need to solve clients’ business problems and will work together with our vast pool of specialists across media, digital, experiential, innovation and production to drive integrated solutions.”

     

     

    Samir Gangahar

    Apart from ABP News, Laxman has also spent time with retail brands such as Tata International Wolverine Brands and Trent. And in advertising, she has worked with JWT, Publicis, Lowe Lintas and McCann Erickson. Dudeja meanwhile has headed the marketing function at consumer durables giant Philips India, apart from Fortis Healthcare. In advertising, he has had a long stint at DDB Mudra as Vice President.

     

  • The ad is created by Leo Burnett, Limca's creative agency

    Limca adds new ad in ‘Phir Ho Ja Shuru’ Campaign

    By A Correspondent

     

    Soft drink brand Limca launched its new commercial as part of the ‘Phir Ho Ja Shuru’ creative campaign.

     

    Explaining the thought behind the campaign, Abhijit Datta, Director- Flavours, Coca-Cola India, said: “Limca is a great thirst quencher and refreshes you to take on new challenges in the everyday tournament of life. We often encounter detours and obstacles in our daily lives that can lead to physical and emotional exertion. The ad is a take on daily challenges. It is these moments of our everyday that Limca inspires us to reframe and just keep moving on. The new film will be launched on-air on the 1st of June and will also feature on digital.”

     

    Added RajDeepak Das, Chief Creative Officer, Leo Burnett: “Phir ho ja Shuru is about not giving up, and starting all over again after a physically exhausting task. Apt for a brand like Limca, which is known to rejuvenate and recharge by quenching your thirst. Our new commercial is quirky and uses relatable humour to drive home the message. The film is high on energy and has a peppy Punjabi track, besides a twist in the end that will surely bring a smile on the viewer’s face.”

     

  • The #RoadsThatHonk innovation was created for HP Lubricants

    Leo Burnett’s #RoadsThatHonk for bags Cannes Lions shortlist

    By A Correspondent

     

    Leo Burnett India got a step closer to bringing home a metal at Cannes Lions 2017. The agency has bagged India’s sole shortlist in the Innovation category this year, for its work for HP Lubricants’ #RoadsThatHonk. The Innovations Lions honour ground-breaking technology and problem-solving. This year, Leo Burnett India is in the fray for metal alongside tech giants such as Apple, Google and Intel.

     

    Speaking about the shortlist, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said: “The Innovation category has historically been India’s Achilles’ Heel. We are proud that Leo Burnett India has made the cut this year with #RoadsThatHonk, competing with the likes of tech innovation giants like Google, Apple and Intel. The work we have done for HP Lubricants is new-age, Humankind work aimed at making a difference. With this shortlist, we have proved that the lines between an ‘advertising agency’ and a ‘creative technology company’ are blurring fast. For now, though, we have our fingers crossed.”

     

  • Leo Burnett's new campaign for McDonald's breaks out of the TVC format as they launch the Junior version of their iconic burger, the Maharaja Mac

    McDonald’s unveils Junior Maharaja Mac with an unconventional campaign

    By A Correspondent

     

    McDonald’s India is bringing in a brand new attraction to its menu. For the first time, the Junior Maharaja Mac – a mini version of its famous Maharaja Mac, makes its debut across McDonald’s restaurants in the West and South of India.

     

    McDonald’s has always been about celebrating the everyday moments over delicious food. With the Junior Maharaja Mac innovation, the brand now ensures that people can enjoy these everyday moments even with the taste of a Maharaja Mac, as a value meal offering.

     

    With a focus on providing taste and quality in a value format, the Junior Maharaja Mac has been introduced as a limited time offer on McDonald’s menu. The Veg Maharaja Mac Junior is prepared in a rich and crusty cheesy corn patty, served with a vegetable-cocktail sauce and consists of premium ingredients such as jalapeño slices, red onion slices, cheddar cheese slice & fresh crispy iceberg lettuce.

     

    The Chicken Junior Maharaja Mac patty is flame-grilled and consists of whole meat sourced from the leg, breast and thigh of the chicken. The delicious patties are served in a bun, topped with sesame seeds, fresh salad dressed with Habanero sauce. The Junior Maharaja Mac-Veg is priced at Rs 95 and Junior Maharaja Mac-Chicken is priced at Rs 99.

     

    To launch the Junior Maharaja Mac, McDonald’s has unveiled a new integrated campaign conceptualised by Leo Burnett Mumbai, in partnership with their Chicago office.The new series is a fun mix of everyday life’s moments and viral social media trends, to tell you that whether you’re celebrating a big moment or a small one, McDonald’s has got the perfect Maharaja Mac for you.

     

  • The anthem, titled 'AaoShorMachao', spreads awareness about the T20 World Cup for the Blind

    Leo Burnett India’s Sachin Das Burma creates anthem for T20 World Cup for the Blind

    By A Correspondent

     

    Sachin Das Burma

    Leo Burnett India’s Sachin Das Burma, has created a new anthem for the 2017 edition of the T20 World Cup for the Blind. Burma is the Group Executive Creative Director with the agency and has independently taken up the task of creating the campaign. The tournament, that began on January 30, 2017, is in its second year, with India having won the inaugural edition last year. Eight other nations apart from India are participating in 2017, including Pakistan, England, New Zealand and Australia.

     

    The anthem, titled ‘AaoShorMachao’, spreads awareness about the T20 World Cup for the Blind. Apart from Burma, SavitaHiremath of Tandav Films has co-created the campaign, while Shiladitya Moulik has directed the film. The anthem has gone viral over the last week, and even caught Prime Minister Narendra Modi’s attention! The PMO’s Office tweeted the anthem out at the start of the tournament, adding mileage to the popularity of the anthem.

     

    Speaking about the new campaign, Burma said, “The entire campaign happened in a discussion about what we can do to promote the 2nd edition of the t20 world cup for the blind. Though India was the champion team of the 1st edition, there was very little awareness about it. We felt it is time that the other man in blue also getshis much deserved place under the sun.”

     

    For Burma, the idea of doing his bit for the cause of promoting the tournament made him take it up independently, with Hiremath. He feels that as a creative, this is one way to do his bit. “The huge task that we set to achieve in terms of creating something that will touch the hearts of people, and at the same time, not doing something that begs for support, was the biggest challenge,” he said.

     

    The tournament, so far, has seen top Indian cricketers including Virat Kohli being very vocal about their support.

     

    Said SavitaHiremath, “The T20 World Cup for the Blind is not very popular among those who love the cricket. However, the new campaign has already done its bit to change this mindset. Roping in top cricketers of the Indian team, the advertising fraternity came together to create a campaign that intends to generate interest and support for the cause.”

     

  • New campaign by Leo Burnett India tells viewers 'Apnokoapnedum par jeenasikhao'

    HDFC Life’s new campaign highlights what’s best for the family

    By A Correspondent

     

    HDFC Life has unveiled yet another impactfulmulti-media brand campaign. With ‘Apnokoapnedumpejeenasikhao’ as the proposition for the campaign, the film reinforces the importance of self-reliance along with financial independence.

     

    Over the years, the role of the earning family member has changed immensely; it has transcended the traditional values of just being the person who takes care of household finances. Today’s men also work towards shaping their family’s values, enabling their families to live a life of pride.

     

    Through a moving story of a girl’s journey from being an over protected daughter to a confident woman thanks to her husband who taught her the values of independence and self-reliance, HDFC Life once again reinforces its brand belief–SarUthaKeJiyo!

     

    Leo Burnett India has conceptualised and created the newest campaign for the brand.

     

    Speaking about the campaign, Senior Executive Vice President & Head – Marketing, Analytics, Digital & E-Commerce, Sanjay Tripathy said:“Over the years, the category has side stepped the real reason for buying insurance. Through this hard-hitting campaign, we wanted to go back to the basics of why insurance is purchased in the first place; to protect your loved ones and their dreams from untoward uncertainties. HDFC Life has always stood for ‘SarUthaKeJiyo’ – living an independent life of pride. Focusing on the evolution of a woman and her journey to self-reliance the new brand campaign will further the ‘pride’ proposition which is widely recalled and resonates with our audience”.

     

    Adding more perspective on the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “It’s a story of a young woman’s journey from a dependent daughter to an independent woman. She is able to transform because of her husband’s belief in her. The story has been told from the father’s point of view, and I believe the campaign makes the impact we aimed to make.”

     

    Apart from TV, the film will have legs on DTH, Cinemas, OOH, Digital, Social media and on-ground.

     

  • The interface gets smoother facilitating easy and quick ordering

    McDonald’s introduces new features in the McDelivery app

    By A Correspondent

     

    To provide convenience to consumers when they order food, McDonald’s India(West & South) has come out with a new update for its McDelivery app.

     

    Speaking about the app, Ranjit Paliath, Vice-President, Business Operations, Hardcastle Restaurants, McDonald’s India (West & South) said, “We launched our McDelivery Services App(MDS app) in 2014 with the objective of providing consumers their loved food at their fingertips. In fact, our web and mobile platforms contribute over 55% sales of the total McDelivery business for McDonald’s(West &South). With the revamped MDS app, we are confident of  connecting more than ever with consumers and offering them  easy, personalized and truly useful features”.

     

    For the first time ever, instead of launching unique features as an ad, McDonald’s and Leo Burnett India, have explored a web film that will be released online. Conceptualised by Leo Burnett India, the film focuses on relationships, and people coming together over food. This web film for McDelivery showcases the funny day-to-day interactions between two retired neighbours dubbed as frenemies as they never see eye-to-eye. And yet, when one of them faces disappointment, the other comes to the rescue with the help of the McDelivery App. The film will be showcased across all digital and social media channels.

     

    Speaking on the new app and the film, KedarTeny, Director – Marketing & Digital, McDonald’s India – West & South said, “The new web film shot for McDelivery show cases an unexpected yet endearing tale of two retired frenemies who later come together over food. It clearly depicts a simple message of offering customer conveninece and allowing consumers to enjoy their favorite meal from McDonald’s anywhere and anytime of the day.”

     

    Elaborating on the idea, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said: “The joy about working with McDonald’s is that in every brief, we have a strong opportunity to build India’s most loved food brand. When we heard about McDelivery’s new features, we were sure how we wanted to pitch it to our users. Not as a set of features, but as endearing, everyday moments that make up our lives. In this execution, we’ve achieved that beautiful balance between a story that people want to watch and share, and a product idea that improves our lives.”

     

  • Time for Ad Club, AAAI and industry captains to arrive at a solution

    MxMIndia Comment: Sad. If Publicis Worldwide stays away from the Abby

     

    MxMIndia Comment

    By Pradyuman Maheshwari

     

    While every agency has the right to participate or stay away from the Abby, the Publicis Worldwide decision to not send entries for Abby 2017 is shocking. And sad.

    According to a report in The Economic Times on Tuesday, the new Publicis Communications CEO Saurabh Varma attributed the reason to a desire to focus more on the big large international shows.“Both Bobby and I are aligned on that decision,” Varma told ET. The reference being to Bobby Pawar, Managing Director and Chief Creative Officer, Publicis Worldwide.

    The decision is on expected lines given Varma’s stated belief that Leo Burnett will not participate in the Abby. In fact since Varma took charge in November 2013. Leo Burnett hasn’t participated in the Abby since the 2014 edition.

    While it’s clear that Varma and Leo Burnett and Publicis Communications (the holding company of PublicisGroupe creative and PR agencies of which he was appointed CEO in December 2016) do not have problems with the Advertising Club, since Leo Burnett has been participating in the Effies conducted by the Ad Club, the decision to stay away from the Abby is worrying.

    Let’s steer clear of the possible embarrassment it has caused to Nakul Chopra, longstanding CEO Publicis Worldwide who is also President of the Advertising Agencies Association of India, the apex body of advertising agencies in the country. That’s something Messrs Varma, Chopra and Pawar need to discuss internally.

    Our bigger worry is that yet another key player in the Indian advertising is going to stay away from participating in the Abby awards. The Mullen Lowe Lintas Group, Ogilvy and Leo Burnett have already been sitting out. There are also some small agencies like Creativeland Asia who have had issues with the Abby. McCann Worldgroup chose to return last year, albeit with a token participation. This year, hopefully, it will return with more entries.

    As mentioned earlier, it’s not that the biggies have any problems with the Ad Club. They participate in the Effie with much enthusiasm.

    But the boycott of the Abby doesn’t speak too well for the industry and the Abby award. Agency bosses say that the non-participation isn’t a dampner for their creative teams.

    It must be added here that the decision to stay away from award holds true for Kyoorius Advertising Awards too for Lowe and Leo. Ogilvy does participate and win big at Kyoorius.

    It’s critical the Advertising Club and Advertising Agencies Association of India (AAAI) and industry honchos get together and find a solution to the problem.

    Over the years, the processes of the Abby Awards have been streamlined and cleansed.

    We have heard murmurs that entry fees to these awards are a stretch on agency budgets. Perhaps. There are suggestions that it should be more of clients and not just agencies who should be on the jury. There are also some who say one of the reason why some don’t participate is because they haven’t done enough good work.

    It’s important that the industry works jointly to save an awards event that is its own.