MxMIndia

Tag: N Ramamoorthi

  • The campaign was made by Ogilvy and is currently live on IPL and other networks

    MPL releases new campaign with the spotlight on users

    By A Correspondent

     

    Mobile Premier League, the esports and mobile gaming platform, has put the spotlight on its users with its latest campaign. Users are the biggest ambassadors for any brand and MPL seeks to highlight its unique proposition using people who have experienced the app and its features to their benefit.

     

    Ogilvy was awarded the campaign after a rigorous multi-agency pitch and has made the films with MPL users featured as most of the protagonists and their success stories told in a semi-fictitious, theatrical manner.

     

    Said Abhishek Madhavan, SVP, Growth and Marketing, MPL: “The lockdown saw many people explore new interests and hence, gaming took off in the country. MPL gained unprecedented traction as people started gaming in a big way from the comfort of their homes, and improved their lives by winning tournaments and contests. We wanted to put our users at the front and center of our major IPL and Bigg Boss campaigns and illustrate how MPL impacted their lives positively,”

     

    N Ramamoorthi

    Added N Ramamoorthi, President, Ogilvy South: “The idea behind the campaign was true honesty. We went through rigorous engagement with real users across the country who have played on MPL and seen the difference it made to their lives. To us, that was the true advertisement of the role of MPL in adding value to people’s lives. And we are happy we contributed to tell these customer stories in a memorable manner.”

     

     

  • The films are directed by Sharat Kataria for Lucifer Circus

    For Amazon Sellers India, ‘Itna aasan Hai’

    By A Correspondent

     

    Amazon India has launches its seller-driven campaign ‘Itna Aasan hai’ . The intent of three-ad campaign conceptualised by Ogilvy is to communicate to existing and prospective sellers who are not on the platform, how easy and simple it is to sell on Amazon.  The films are directed by Sharat Kataria for Lucifer Circus.

     

    Said Satish Upadhyay, Head – Marketing, Amazon India Marketplace: “The 600,000 sellers on Amazon.in are benefiting from online selling while bringing hundreds of millions of unique products for our customers.  With this campaign, we intend to communicate to millions of MSMEs about how Amazon makes it easy for small businesses to go digital and start or expand their business by reaching millions of Amazon customers through e-commerce.”

     

    Added N Ramamoorthi, President, Ogilvy South: “For millions of small businesses, it is both easy to sell on Amazon as well as to grow with Amazon. While the nursery rhyme execution in this series of ads makes this point in a simple, memorable manner, it also underscores Amazon’s commitment to the progress of sellers and small businesses across India.”

     

    Said V Kamala Gowri, VP, Ogilvy South: “A lot of small businesses in the country look for a partner to help grow their business. Amazon is that platform which will enable your business to grow and reach greater heights. This campaign shows how simple it is to register your business on Amazon and kick start your online journey. The creative device of a nursery rhyme helps bring out the message in the most simplistic manner. Lets get started now.”

     

    One last quote, sorry. Added Mahesh Gharat, Chief Creative Officer, Ogilvy South: “The brief was simple. Change the perception of the sellers about selling on Amazon. They believe there are numerous barriers like paperwork to sell on Amazon. To communicate the ease of selling on Amazon, our campaign needed to be even simpler. When I say simple, the first thing that came to our mind was a nursery rhyme. Wake me up in the middle of the night and I can still narrate you a nursery rhyme. Taking this device and the iconic rhythm, we communicated how easy it is to sell on Amazon. Thus, driving home the thought about how simple it is to sell on Amazon.”

     

    Ouch. One more. Said Mukesh Kumar, Group Creative Director Bangalore: “The perception amongst sellers is, selling on Amazon involved a lot of barriers like paperwork. The brief was simple. Turn the barrier perception into something simple. When the team sat together, we realised our communication should be as simple as the process of selling on Amazon and what better than a nursery rhyme. There is nothing stickier and simpler than a nursery rhyme. It is still fresh in our heads and probably will stay in our heads for life. From there on, our job was simpler. The takeout after watching this campaign should be the ease of selling on Amazon is as simple as mugging up a nursery rhyme.”

    No more quotes. Now watch the ad.

     

     

  • The campaign includes TVCs and short content for customers across India

    Amazon starts ‘Inn Dibbon Mein Kya hai?’ campaign

    By A Correspondent

     

    Last Friday, Amazon India unveiled its campaign “Inn Dibbon mein kya hai”. Conceptualised by Team Ogilvy Bangalore, the ‘Inn Dibbon mein kya hai’ and directed by Afshan from Good Morning Films, the campaign includes TVCs and short content for customers across India.

     

    Said Ravi Desai, Director Mass and Brand Marketing, Amazon India: “Last few months have transformed the way we all live and each one of us is embracing change & making many new beginnings…some big…some small. We see this intervention as more than just a campaign from Amazon, but as an ode, a salute to this spirit of optimism and human tenacity – finding moments of joy & togetherness during these times. It also very humbly reminds us of the privilege & the responsibility Amazon has, to serve our customers, and be an ally in their new beginnings. The quintessential Amazon Box ceases to be just a carrier of something you ordered, transcending to a larger purpose of delivering happiness safely, with the trust that millions of customers have placed in Amazon.in.”

     

    Added N Ramamoorthi, President, Ogilvy South: “What unites all of us during this tough time is hope – for newer beginnings and for better times ahead. Little things symbolize new beginnings, be it the new laptop for a daughter or a mobile phone for a parent. That’s where Amazon and it’s wide selection across categories comes in – as a brand that enables our search for new beginnings by delivering these symbols of hope when we need it the most.”

     

     

  • The campaign reassures that genuine support can always lead to breakthroughs

    Amazon India launches its latest campaign ‘Apno Ka Saath’

    By A Correspondent

     

    Amazon India unveiled its latest campaign ‘Apno ka Saath.’ Conceptualised by Ogilvy, the ‘Apno ka Saath’ campaign highlights products across categories, convenience of shopping and reliable delivery in a subtle, non-intrusive style.

     

    Said Ravi Desai, Director Mass and Brand Marketing, Amazon India: “We all have some inhibitions while trying something new but we change our perspective when someone we trust shares new information. Keeping this insight in mind, the ‘Apno ka Saath’ campaign shows the journey of two brothers who trust each other and Amazon.in to get everything they need in one place.”

     

    Added N Ramamoorthi, President-Ogilvy Group Companies – South: “Amazon.in is a trusted shopping destination for millions of customers across the country. The several benefits of shopping on Amazon.in are often introduced to someone by his or her circle of trust. We used this emotional insight of “Apno ka saath ho to sab kuch hai aasaan” as a true reflection of the role that Amazon.in and it’s ‘apni dukaan’ position plays in the lives of customers.”

     

     

  • The appointments came after a two-month multi-agency pitch

    Ogilvy bags Zoomcar creative. Motivator to handle media duties

    By A Correspondent

     

    Zoomcar is to roll out a nationwide ATL campaign and has appointed Ogilvy as its creative agency while GroupM agency Motivator will handle media duties. The appointments came after a two-month long multi-agency pitch at Zoomcar’s Bangalore office.

     

    Said Varun Jha, Senior Vice President & Head Marketing at Zoomcar: “Zoomcar is gearing up for its next phase of growth and in this critical mission, we need top notch partners and folks who can match up our pace and are aligned to our broader vision. For this purpose we invited reputed agencies for the creative and media pitch in September 2018. Post multiple rounds of presentations and interactions, we found team Ogilvy to be closest to our vision and strategic thought process. Moreover its out-of-the-box thinking and creative route made them an obvious choice. We’re confident that as our brand custodians, Ogilvy will help us execute a stellar campaign and partner in next phase of Zoomcar’s growth. We found similar passion and rigor in team Motivator.”

     

    Added Rajiv Khurana, Chief Growth Officer, Motivator and Radhika Ramani, Managing Partner, South: “There is a global consumer trend towards sharing, rental and subscription economy and it has started to influence consumers with progressive mindset in their choices for mobility. Zoomcar has been pioneer in revolutionising the self-driven mobility space in India.

     

    We are excited to partner with Zoomcar as it gives us a platform to exhibit our unique business performance expertise. We are confident of our approach & tools leveraging data, content & digital to deliver the business advantage for Zoomcar in a rapidly changing media landscape.”

     

    And this is what N Ramamoorthi, President- Ogilvy South said: “As we speak, subscription-based mobility is transforming the mobility sector across the world and Zap Subscribe is pioneering the revolution in India. For us, it’s exciting to partner the young, creative marketing professionals at Zap Subscribe and create content and experiences that will help unchain customers from the burden of ownership.”

     

     

  • New TVC features CSK stars MS Dhoni, with Ravindra Jadeja and Murli Vijay

    HIL unveils its inaugural brand film

    By A Correspondent

     

    HIL Ltd has launched its first-ever television commercial highlighting the new positioning for HIL – “Together, we Build” which highlights the presence of the company across various products for roofing, pipes and fittings, smartputty, panel and blocks.

     

    Commenting on the development, Dhirup Roy Choudhary, MD & CEO, HIL Limited, said: “Over the last seven decades, HIL’s brands have been a partner in the development of India. Our new campaign ‘Together, we Build’ resonates well with our strategy to build a stronger India by modernising and streamlining our products and solutions to address the changing consumer needs. We are confident that the new campaign will bring in a new wave of awareness for HIL and provide a fresh take to evolve the market.”

     

    Added N Ramamoorthi, President Ogilvy South: “HIL and its brands have been a household name in the country over decades. It’s an honour for us to partner the team in harnessing the consolidated power of HIL and its portfolio to help build a new India.”

     

     

  • N Ramamoorthi, President & Country Head, Ogilvy Public Relations Worldwide, on PR challenges in India and what keeps him awake at night.

    [PR] Our goal is to achieve standards: N Ramamoorthi

    By Johnson Napier

     

    While PR agencies are gradually waking up to the phenomenon of social media, there are a few like Ogilvy PR who have been steering the initiative at their workplace for quite some time now. Not surprising that the agency has recorded superior growth through its social media offering last year – a space that’s said to be growing the fastest in the industry today.

     

    As the agency seeks to deliver unmatched solutions and leapfrog ahead of its peers, it aims to achieve the objective by hiring talent that is ahead of the curve and by paying adequate emphasis on training. In conversation with MxM India, Mr N Ramamoorthi, President & Country Head, Ogilvy Public Relations Worldwide discloses his plans for the agency and what would be the possible growth drivers for the PR industry in 2012. Excerpts:

     

    How has Ogilvy PR delivered on the growth front in 2011? And, how would you rate your start in 2012?

    I joined Ogilvy PR during the second half of last year. My sense is that growth has been good at Ogilvy PR, particularly due to our growth in the social media space. I am sure everyone knows that that’s the part which is growing the fastest in the industry today. It’s an exciting time to be in the PR business, because digital is driving it to be more and more result-oriented.

     

    We have had a better-than-expected start in 2012. In Mumbai, we participated in two pitches – both global brands – and won both the pitches. Interestingly, we won both because we showed a good sense of how companies need to engage with their public in a changing environment. We are on our way to creating a new PR approach, and these two pitches confirmed that we are on the right track. Now it’s about our ability to execute and deliver on this approach.

     

    How would you assess your client roster across the several domains that you offer your services in?

    Our client roster today is a mix – spanning Digital, Corporate, Consumer and Technology clients. We have been able to gather genuine strength in some areas – especially in Consumer PR and in Social media, particularly in the B2B space. And that is an ongoing priority for us – to establish strengths in a few areas that make sense and make a real difference to clients’ businesses. For example, we do work with IBM and we win a lot of IBM’s global Best Practice awards as a team on Social media.

     

    How would you rate Ogilvy PR on the parameter of client retention?

    Pretty good. Our emphasis is on longer relationships – I feel that for any agency, you need to work with a client for some time; get to be a part of their business and understand their opportunities and issues better. That is when we can become true partners with a stake in client businesses and start making real contributions. This is what we tell clients.

     

    How do you review your practices each year so as to stay ahead of the curve on a consistent basis?

    One of our advantages here is the fact that in addition to being a part of Ogilvy’s massive reputation in India, we are also part of a regional PR powerhouse. Ogilvy PR is the No. 1 PR agency in the Asia Pacific region – and that brings with it a huge benchmarking and training advantage. You have regional leadership looking critically at your performance in each practice and evaluating whether it fits the standard of the No. 1 PR agency in Asia Pacific. These appraisals are very honest, because nobody likes a regional reputation to be let down. We are excellent in some areas and good in others.  In a couple of areas we would rather keep low till we acquire the skills.

     

    Staying ahead of the curve basically depends on two things – One, keep an eye out and hire talent that is ahead of the curve – you will hopefully see a lot of action from us in this area. And two, training. Since early last year, Doug Buemi, Senior Regional Executive Advisor/Asia Pacific, has been spending a tremendous amount of time in India on training. And we’ve begun to see it paying off – at the first stage, with the kind of highly improved scores we are getting in our annual employee surveys.

     

    We are today very serious about our PR business and about bringing it up to speed with our regional reputation.

     

    A lot of agencies are waking up to the concept of crisis management in India. What is the emphasis you lay on the practice of crisis PR?

    A few years ago, we planned and executed an award-winning Crisis management program for an India client. The case is now part of Ogilvy PR’s global crisis management showcase. So we have the credentials there. But we feel what’s happening today is on reactive crisis management than on proactive crisis preparation. Everything has evolved – from the way a crisis strikes to how it spreads and the media it adopts. And a reactive approach just won’t work – look at what is happening all round us, sometimes for some really well known corporate.

     

    Our emphasis is on proactive crisis preparation. We have a global module called Brand Shield with which we successfully engage clients and improve preparedness on responding to a potential crisis.

     

    What is the shift you observe in the way PR as an industry functions today to what it did, say, about a decade ago?

    The industry is evolving in terms of greater professionalization, which is a very good thing. Personally, the one thing I would wish is for the industry’s work and its value to be more noticeable and acknowledged. I read comments from quite a few PR agency heads – that the industry has significant challenges in terms of attracting talent and its ability to command fees commensurate with its contribution. Getting your value to be noticed is the best way to overcome such challenges.

     

    Where do you see Ogilvy PR placed in the PR pecking order amongst its contemporaries?

    There have been some surveys as well as media articles that have named us within the Top 10 in India in ranking terms. Which is good, but what really motivates is an internal ranking. Our goal is across practices, to achieve the standards set – by Ogilvy in India and by Ogilvy PR in the APAC region. We’ve begun that journey, started to see some results, and that’s the goal that is going to keep us awake at night.

     

    How do you think social media has impacted PR and its functioning?

    Firstly, it has brought in a new skill and specialization into an industry that is less departmentalized than others. So there is some freshness there. Secondly you have new things, new ideas to share with clients, so scope for growth at this stage is undoubted. Thirdly, it is performance-oriented and can help build long-term advocate-communities which are a big plus to how the industry shows its results. I feel the change is for the better, and not merely in business terms. Culturally this will definitely help the PR industry evolve into the same league as the other, more glamorous communication disciplines.

     

    Including talent, what are some of the big challenges facing the PR industry in India?

    I’ve spoken about it before in terms of what I read – talent and the average size of client retainers. These challenges can’t be overcome with a logical approach; they need to be overcome by making the industry, the personalities and their work more noticeable. Willing talent and fees will follow.

     

    What are your views on international agencies venturing into India? What is the future you foresee for the PR and communications space in India?

    I guess everyone is welcome! There is no doubt that PR is evolved in more developed markets; so if some of those practices can be brought into the country to everyone’s benefit, why not?