MxMIndia

Tag: Ogilvy Group Companies

  • This ranges from kitchen appliances to cookware, fashion, beauty, devices, electronics, large appliances and more

    Amazon India launches second leg of its ‘Apno Ka Saath’ campaign

    By A Correspondent

     

    Amazon India launched the second leg of its ‘Apno ka Saath’ campaign, building on its ‘trusted, one stop shop’ ethos. It has been conceptualised by Ogilvy India.

     

    Talking about the treatment of the campaign, Ravi Desai, Director – Mass & Brand Marketing, Amazon India, said: “Be it conversations around food or the weather, with our ‘Apno ka Saath’ campaign, we have tried to weave in stories that every household in India can relate to. It is always heart-warming to see the small joys of convenience & comfort being brought to you by someone you trust. With over 17 crore products, Amazon.in is able to meet all these needs, from daily essentials to large appliances and more.”

     

    Added N Ram Moorthi, President-Ogilvy Group Companies, South: “The objective of the second phase is to add an extra dimension to the promise made in the ‘Apno ka Saath’ campaign which ran previously. We continue with the three characters – the brothers and the bhabhi but focus on delivering the message that when you buy products, Amazon also has your back – be it through brand warranty, installation guaranty or easy returns.”

     

     

  • Pizza Hut is also launching an aggressive TV and digital campaign highlighting the offer

    Pizza Hut offers pan pizzas starting at Rs. 99

    By A Correspondent

     

    Pizza Hut has announced the launch of ‘Wow Everyday Value’ accompanied by a TV and digital campaign created by Ogilvy.

     

    Commenting on the announcement, Prashant Gaur, Chief Brand and Customer Officer, Pizza Hut India Subcontinent said: “Ever since Pizza Hut entered India, customers have consistently given us a lot of credit for serving the tastiest pizzas and giving them a great experience. No surprises that we have been adjudged as the Most Trusted Brand by a reputed media house for the 13th time in a row.

     

    With changing times, the needs of consumers have also changed, with pizzas evolving from being just a special occasion treat to an everyday home meal replacement.”

     

    Talking about the launch of the advertising film, Gaur added: “IPL is a very critical time for brands to invest and dial-up visibility. That brings in immense clutter, making it imperative to come up with unique and distinctive creative route for high customer recall. Breaking the norm of traditional category advertising was our key motivation behind introducing ‘Agent Pizza’ and we are confident that his character will make the film stand-out from the rest.”

     

    Said Kapil Arora, President – Ogilvy Group Companies, North at Ogilvy & Mather: “In the world of Pizzas, where value often comes at the cost of quality, Pizza Hut is the exception. With its Wow Everyday Value offering, consumers can now feast on the tastiest pizzas, at an accessible Rs 99 price point. Naturally, that makes Pizza Hut the destination of choice for pizza lovers. Our communication simply dramatises the same.”

  • Breaks QSR advertising clutter to impactfully engage millennials

    Pizza Hut strengthens its content strategy with new ad film

    By A Correspondent

     

    Pizza Hut is back with a new brand film for millennial netizens that will be launched exclusively on digital platforms. Aimed at breaking the clutter when it comes to predictable QSR category advertising, Pizza Hut will use humour-based content delivered innovatively via digital platforms to reach and engage with audiences.

     

    Commenting on the thought behind the film, Prashant Gaur, Chief Brand and Customer Officer, Pizza Hut India Subcontinent said: “Taste is the biggest driver in our category and we take pride in serving the best, the freshest and the tastiest pizzas to all the pizza lovers in the country. We wanted to make a fun film that highlights the distinctive aroma of Pizza Hut pan pizzas in an interesting way. This ad not only achieves that objective, but also enhances it with the element of a surprising twist at the end, that successfully piques viewers’ interest and makes it memorable. We hope our differentiated content strategy and digital push will spur conversations around the film amongst netizens. This is a first of many more films we will be launching going forward, given that millennial audiences are highly invested when it comes to consuming video content online.”

     

    Added Kapil Arora, President – Ogilvy Group Companies – North about the film: “What’s the precursor to a lip-smacking, delicious pizza from Pizza Hut? It’s irresistible aroma! One which entices your taste buds, in anticipation of the treat to come. We decided to dramatise that very enticing aroma of the tastiest pizzas, in this campaign. Taking on stereotypical, fake deodorant and toothpaste attraction stories, we contrasted the magnetic pull of irresistible pizzas from Pizza Hut at a fabulous price as the real deal.”

     

     

  • The film emphasises that KFC Chick & Share is perfect for sharing with close buddies

    KFC’s latest film puts the spotlight on close friendships

    By A Correspondent

     

    KFC India has released its latest film for its ‘Chick & Share’ buckets that celebrates the closeness and craziness among friends.

     

    The TVC opens with three friends meeting at a KFC joint and without uttering a word greeting each other with just their signature handshake. It is fun to see how no one says a word, yet each one of them knows the elaborate handshake “like a pro”. Witnessing this is a boy, sitting across the table, wondering what is going on. He looks baffled watching the three friends, who don’t care about onlookers and are just thrilled to meet each other. The commercial ends with the tagline “Aisi crazy dostikeliye…KFC kenaye Chick & Share Buckets” emphasizing that the KFC Chick & Share is perfect for sharing with close buddies.

     

    Said Lluis Ruiz Ribot, CMO, KFC India:“With the TVC we wanted to emphasize the fact that the KFC Chick & Share Bucket is meant to be shared with your inner crew. An interesting take on how we are our uninhibited selves with our closest bunch of friends, along with a great product helped us design the campaign, that we are confident will resonate with our consumers.”

     

    Commenting on the TVC, Ajay Gahlaut, Executive Creative Director, Ogilvy Group Companies – North said:“The task was to position the KFC Chick & Share buckets as a sharable snack for youngsters. So, in these films, we focussed on cool teenagers who share a crazy bond, and integrated it with our messaging of food. Simple, crazy and fun.”

     

  • In India, open defecation is a well-established traditional practice deeply ingrained from early childhood

    Ogilvy Delhi promotes Swachh Bharat Mission to tackle open defecation

    By A Correspondent

     

    Ogilvy Delhi has launched a campaign to curb open defecation. Under the Swachh Bharat Mission, one of the key ills to curb is open defecation. The Ministry of Drinking Water and Sanitation, Government of India, wanted to develop communication that would help bring about this change.

     

    Amitabh Bachchan has shown his commitment to the Swachh Bharat Mission and was a natural choice for a campaign on behaviour change. It was also clear that it needed to stay away from messaging and protagonists that came across as preachy. Therefore ‘Bachchanji’ was used in this campaign to make it memorable and interesting.

     

    Said Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia: “Open defecation is not a new or modern problem. It is so deeply entrenched that it is considered normal. To raise a doubt in people’s mind about it was a challenge in itself. The communication would have to break habits and would need to be endearing and assertive without being preachy.   We have worked with Mr Bachchan on many communication campaigns and he himself is associated with the government of India across various issues. Thus the task for us on this campaign to curb open defecation was to use our celebrity’s strengths and yet create communication that is differentiated.”

     

    Added Ajay Gahlaut, ECD, Ogilvy Group Companies, North: “Any campaign that is designed to change behaviour at a mass level needs to be easily understood by all sections of society. We had Mr Bachchan for our TV ads, so that ensured that the campaign would not be missed and would appeal to everybody. The challenge was to make the campaign a little different and refreshing. Which is where the idea of ‘BachchaJi’ and ‘BachchanJi” came about. After that it was just a matter of making sure that their light -hearted banter addressed all relevant barriers.”