MxMIndia

Tag: Navonil Chatterjee

  • The new 'Give Me Red' cult campaign has been created by Rediffusion Kolkata.

    Eveready goes red again in new campaign

    By Our Staff

     

    Eveready Battery has released a new commercial with its signature tagline ‘Give Me Red’. The tagline symbolises both hi- octane energy and exhilaration. The new Give Me Red commercial has been created by Rediffusion Kolkata, led by creative director Aritra Bhattacharya and strategic support by Navonil Chatterjee.

     

    Said Anil Bajaj, Business Head for Battery and Torch Business: “Eveready has always stood for the younger generation breaking traditional moulds of thinking. The latest Eveready commercial is fun. It is a bit of surprise and incredulity. Yet it has so much of endearment and brand proximity. The energy, enthusiasm & drive of the youth to be NOT just Ready, but Eveready for everything is captured in this campaign.”

     

    Added Dr Sandeep Goyal, Managing Director, Rediffusion Brand Solutions: “Give Me Red is a cult campaign. We at Rediffusion are delighted to have remained part of the 30 years journey of the Give Me Red creative thought. The skydiving bride is the new shero. She is spunky. She is the new consumer – expressive and outwardly directed while being immensely self-confident and self-willed.”

     

  • A proprietorial strategic tool for brand equity analysis

    Rediffusion launches The Equity Analyzer

    By Our Staff

     

    Rediffusion has announced the launch of its proprietorial strategic tool for brand equity analysis. The tool has been designed in-house, led by the agency’s Chief Strategic Officer, Navonil Chatterjee.

     

    Said Dr Sandeep Goyal, Managing Director of Rediffusion: “Marketers often talk about a brand’s equity, but equity at times becomes a nebulous topic where everyone has a view, but beyond that subjective opinion, there is hardly anything substantive to back it. And even that equity is with respect to a certain time frame and in the context of a particular target group. Change the TG or the time-period, and the results, in all likelihood, should change. Given the fact that it is a bit of a black hole, Rediffusion is proud to launch TEA or The Equity Analyzer – our framework for evaluating a brand’s equity at a certain point of time, in the context of a certain TG. In fact, the model allows for comparisons of different brands’ equity within the same category and even across categories.”

     

    Added Navonil Chatterjee: “The fundamental premise of TEA is that a brand’s equity is a function of the following key parameters of a brand’s Popularity, Uniqueness, Respect and Personal Appropriateness. Basically, how popular, or well known or salient the brand is, how unique or different it is, how well respected it is and what personal meaning, connection, usefulness or appropriateness it has for the consumer or TG.”

     

    Speaking on TEA, Diwan Arun Nanda, Chairman, Rediffusion said: “The world is moving to performance marketing, metrics and measurement. And why should brands be left behind in that journey towards an objective understanding of them vis-à-vis facts, figures and primary data? Rediffusion’s TEA is a great tool which will give the agency a far more robust strategic understanding of brands and their competitors. Marketers too will be able to consult it for their own understanding and fine-tuning of their marketing efforts.”

     

  • To bring new energy to the Delhi office

    Tathagat Jena joins Rediffusion as Delhi branch head

    By Our Staff

     

    Tathagat Jena
    Tathagat Jena

    Former Samsung marketing head Tathagat Jena has joined Redifussion as head of the Delhi branch. Jena has over two decades of experience on both the client side, and at the agency end.

     

    Welcoming Tathagat to Rediffusion, Navonil Chatterjee, Joint President of the agency said: “In Tatha we have a good combo of a good agency man and a matured client hand, especially one who has worked in a highly competitive category like mobile handsets. He will now bring all those learnings to Rediffusion Delhi. For us Delhi was one of our most important geographies with Maruti, Airtel, Pepsi all being our clients born in that office. Tatha is tasked to bring back the effervescence to the Delhi office. We have signed up some very interesting and live-wire businesses in Delhi and we look forward to a big Rediffusion operation in India’s capital city in the days to come.”

     

    Last week Rediffusion announced that Vivek Bahl has also joined its Delhi office as its Digital Lead. “Delhi is a big priority for us going forward,” emphasised Chatterjee.

     

  • He will be the agency’s Digital Lead in North and East India

    Vivek Bahl joins Rediffusion as digital lead

    By Our Staff

     

    Vivek Bahl
    Vivek Bahl

    Vivek Bahl has joined Rediffusion SmartMedia as Senior Vice President and will be the agency’s Digital Lead in North and East India.

     

    Said Bahl on his new assignment: “I am looking forward to working with the Rediffusion creative team to take clients’ digital campaigns to greater impact and ROI. The apertures available today in digital allow for smart targeting and far higher creativity. Having worked across multiple categories over the past few years, I have seen the digital scene evolve and grow. At Rediffusion we are going to create unique solutions that communicate brand propositions better and help create a more endearing connect with the consumer.”

     

    Welcoming Bahl to Rediffusion, Navonil Chatterjee, Joint President added: “Vivek has both wide ranging experience and maturity. He is incisive and insightful about digital usage by brands. He brings new learnings to Team Rediffusion. We are delighted to have him with us.”

     

  • It is a new term to describe consumer emotions during pandemic

    Rediffusion files trademark for ‘Postalgia’

    By Our Staff

     

    Sandeep Goyal is at the helm and it’s raining communiques and announcements. The Rediffusion Consumer Lab (Red Lab) has coined a new word, Postalgia, or nostalgia in the future tense or ‘post-nostalgia’. It has filed a trademark on the usage of the word.

     

    Said Navonil Chatterjee, Head of Red Lab and the person who coined the term: “Postalgia is a new pandemic-driven twist to the traditional concept of nostalgia. We at Red Lab observed this trend of consumers today wanting the future to reflect their pandemic-freepast, and came up with the term postalgia to describe it. If nostalgia is for the past or the ‘pre’, postalgia is all about the future or the ‘post’. Hence the coinage.”

     

    Added Goyal, who is Managing Director of Rediffusion Brand Solutions: “Trademarking of ‘postalgia’ is just to ensure that Rediffusion and Red Lab are credited for the coinage. We will otherwise encourage its widespread media usage, and its usage by brands. Red Lab is dedicated to greater understanding of consumer behaviour, and to sharing key insights with our clients and peers.”

     

  • The film, shot in a tightly controlled environment, highlights the effect of the 'freshness lock'

    Liebherr creates fresh campaign with Rediff

    By A Correspondent

     

    German consumer durables major Liebherr Appliances India has created a campaign by Rediffusion that highlights its dual cooling technology.

     

    Said Radhakrishna Somayaji, Director Sales, Liebherr Appliances India: “Liebherr appliances Globally stand for its excellence in quality & German engineering. After firmly establishing our distribution network in India, our focus is now to bring into the country the latest and advanced refrigeration technologies that we have developed over the last 65 years. The first in the series is our DuoCooling Technology, which helps consumers preserve the freshness of their precious food longer. As South India, especially Kerala has been one of our important markets, we decided to ring in the festivities of Onam with our new technology launch in this South market first”.

     

    Added Navonil Chatterjee, Joint President and Chief Strategy Officer, Rediffusion: “Globally, when you think of refrigeration, you think of Liebherr. The brand swears by quality, innovation and design and DuoCooling is one more breakthrough in the science of preservation from the Liebherr stable. There is a certain direct, to-the-point and minimalistic communication grammar that hi-tech global brands follow and our DuoCooling communication is straight from that no-nonsense mould. And there is a stunning visual device of the ‘freshness lock’ which has been employed to dramatise our product story. In short, the appetite appeal in the communication is designed to ensure that if you love food, you will end up loving Liebherr”.

  • The account will be handled by Rediffusion’s Mumbai office

    SBI General Insurance awards mandate to Rediff

    By A Correspondent

     

    SBI General Insurance has assigned its creative duties to Rediffusion.

     

    Shefali Khalsa

    Said Shefali Khalsa, Head- Brand, Corporate Communication & Website Sales, SBI General Insurance: “The brand affinity for SBI General is high amongst Indians. Completing a decade of operations in the industry, we believe it is the right time to re-focus on the brand identity and align with our digital focused infrastructure & outlook. Basis a defined brief, backed by detailed research, Rediffusion came up with a beautiful concept that resonated with our brand and was the  best, of a good lot of pitch presentations. We are glad to have  such an expert team onboard, backed by strong leadership, to manage this brand exercise from planning to execution.”

     

    Navonil Chatterjee

    Added Navonil Chatterjee, Joint President & Chief Strategy Officer, Rediffusion Brand Solutions on the appointment: “Winning SBI General Insurance is a triple treat for us! Firstly, General Insurance is a severely under-penetrated category in India, which makes it a planner’s delight. The barriers to adoption are many and it is something that is sold and not bought. Eventually when one buys, it is still a grudge purchase. It’s perceived as a waste of hard-earned money that is going to go needlessly down the drain, because nothing bad will ever happen to me and my valuable things! We not only have the challenging task of building the brand, but also the formidable onus of growing the category.

     

    Rahul Jauhari

    And this is what Rahul Jauhari, Joint President & Chief Creative Officer, Rediffusion Brand Solutions said on the appointment: “”SBI General Insurance combines the maturity and wisdom of SBI with the agility and energy of a young industry player. Their passion is infectious and we look forward to working with them in this exciting space.”

     

     

  • Prior to this Kalyani was representing the Chairman’s office at the agency

    Rediff elevates Kalyani Srivastava to EVP & Mumbai Head

    By A Correspondent

     

    Kalyani Srivastava

    Rediffusion has announced the elevation of Kalyani Srivastava as the new head of Mumbai operations. Prior to this Srivastava was representing the Chairman’s office at the agency.

     

    Speaking on the appointment, Navonil Chatterjee, Joint President & CSO, Rediffusion, said: “Kalyani is both passionate and relentless in ensuring that every day, the agency flag flies just that bit higher than the previous day. A troubleshooter par excellence, her constant endeavour is to push the boundaries when it comes to our thinking, our work and the ‘market value’ of our work. With her boundless dynamism and energy often rubbing off on others. In short, she is an invaluable asset for us.”

     

    Added Rahul Jauhari, Joint President & CCO, Rediffusion: “We are operating in changing times and there is no person better suited than Kalyani for the job. She has handled the kind of challenges one would take 2/3 careers to experience. She is a go-getter, digital evangelist, brand custodian, talent catalyst all rolled into one. Her focus and energy are infectious and she believes in the power of transformational business thinking.

     

    Srivastava comes with 19 years of experience and expertise in Digital & PR, Sales and Marketing, Business Development, Operations Management, Customer Relationship Management, Team management across sectors such as Advertising, Hospitality and Consulting.

     

     

  • The agency won the mandate following a rigorously contested pitch

    Khadim’s assigns creative mandate to Rediffusion

    By A Correspondent

     

    Rittick Roy Burman

    Footwear brand Khadim’s has assigned its creative duties to Rediffusion. Said Rittick Roy Burman, Head of Merchandising and New initiative at Khadim’s: “We are glad to join hands with Rediffusion as after reviewing  their recent set of work we felt it is a right combination  of insightful, youthful, fresh and effective creative communication  which tries to stand out in clutter. The team looked confident and capable of handling our brand.”

     

    Navonil Chatterjee

    Added Navonil Chatterjee, Joint President & Chief Strategy Officer, Rediffusion Brand Solutions: “We are very happy to partner Khadim’s in this exciting journey forward from a well-established, legacy brand to a brand that is dynamic, contemporary and has a pan-India appeal. It is clearly a level-next or a step-up for the brand’s ambitions.”

     

     

  • The campaign aims to reach out to aspiring home owners

    SBI says #HoSaktaHai for its latest home loans campaign

    By A Correspondent

     

    State Bank of India has launched a new multimedia campaign titled ‘#HoSaktaHai.’ The campaign – created by Rediffusion – aims to reach out to aspiring home owners with a slew of innovative solutions.

     

    Speaking on the campaign, Dinesh Menon, Chief Marketing Officer, SBI said: “While home loan is a highly involved product category, most advertising in the category lacks adequate engagement and appeal from a communication perspective. Hence, it was important for us to not only ensure the brand story gets heard but discussed and recalled as well, amidst all the clutter and fragmented media consumption.  We are delighted at this bunch of films which have a poetic charm to them and are certainly clutter breaking.  We adopted a digital first approach and are happy to see that it has resonated well with different target audiences each piece of communication has been designed to address. We are optimistic this campaign will certainly augur well for our home loans business and stir some category conversation.’’

     

    Added Rahul Jauhari, Joint President & Chief Creative Officer, Rediffusion: “While the intention was to be different and clutter-breaking, we focused on bringing alive the constraints faced by aspiring home buyers. Very often they don’t take the plunge because they don’t have a loan option that suits their specific challenges. It was refreshing to have the client not just demand, but also back a brave idea to the hilt.”

     

    Said Navonil Chatterjee, Joint President & Chief Strategy Officer, Rediffusion: “This campaign is all about the strange ‘mathematics of emotion’. We are promoting something like home loans which are worth lakhs and crores, with small, inexpensive objects like dancing dolls and toy elephants that cost just a few hundred bucks! But these inanimate objects are what people dream of decorating and enlivening their new houses with. And this is where emotion trumps mathematics by loosening the purse-strings, by tugging at the heart-strings!”

     

     

  • It is a play on bright yellow and purple and is new-age in its approach

    Rediffusion unveils new brand identity

    By A Correspondent

     

    Rediffusion has unveiled its new brand identity that is a play on bright yellow and purple and is new-age in its approach.

     

    Said Navonil Chatterjee, Joint President & Chief Strategy Officer, Rediffusion Brand Solutions: “Our belief is that Creativity needs to be amplified to the power of technology to arrive at break-through solutions for brands. And when Creativity meets Technology, the result is Connections, Conversations and Conversions. That’s the future of brand building and that’s what this new Rediffusion is poised to deliver on.”

     

    Added Rahul Jauhari, Jt.President & Chief Creative Officer, Rediffusion Brand Solutions: “The need to build powerful brands has never gone. What has changed is the toolset to do so and the environment in which we operate. Brand building is what we have done for decades now. It’s in our blood. In this world of data, analytics and never ending stream of possible specialist partners, the new Rediffusion aims to be that one partner who will hold our clients’ hand as they build their brand in this mad new world of marketing,”

     

     

  • Although there is no official communication on this, the succession has been announced internally via mail.

    Rahul Jauhari & Navonil Chatterjee to take charge at Rediffusion Y&R (& Everest) as Dhunji Wadia to retire in August

    Dhunji Wadia

    By A Correspondent

    There is going to be a change of guard at Rediffusion Y&R as Dhunji Wadia will retire from the agency network in August 2018. Rahul Jauhari and Navonil Chatterjee will take charge as Joint Presidents at the Rediffusion Y&R group. Wadia had joined the group in 2010 first helming Everest and then in late 2014 as President of the Rediffusion Y&R group. While there is no official communication on this, the succession has been announced internally via mail. Jauhari is currently Chief Creative Officer, Chatterjee is Chief Strategy Officer.

    Rahul Jauhari
    Navonil Chatterjee

    Although, the agency bagged the coveted State Bank of India account recently, there have been mixed reports on how the agency is doing in terms of business, thanks to an indifferent advertising services scenario in the country as well as a longstanding dispute with WPP group. But now with the exit of Sir Martin Sorrell from WPP, as reported by MxMIndia earlier, there have been talks of Rediff Y&R buying out the 40 per cent stake of WPP and Dentsu. In the past Rediffusion has lost some prized accounts like Airtel and Colgate.

     

    With over three decades of experience in the business, Wadia has been associated with major national and international brands like Parle, Tata, Unilever, Nike, Levi Strauss, Diamond Trading Co, Kellogg, Aditya Birla Group, Sony Entertainment Television – Max and SAB, Kotak amongst others. Both Jauhari and Chatterjee joined Rediff in mid-2015.