MxMIndia

Tag: Ogilvy India

  • It focuses on the insight on how one’s teachers have played the role of a mother to many

    Sunfeast Mom’s Magic and Ogilvy create a campaign for Teacher’s Day

    By A Correspondent

     

    On the occasion of Teacher’s Day, Sunfeast Mom’s Magic and Ogilvy India released a film that focuses on the insight on how one’s teachers have played the role of a mother to many.

     

    Said Mahesh Gharat, CCO South, Ogilvy: “There was such a simple but beautiful insight in the film that we wanted to tell the story in as simple a narrative as possible. We wanted to keep it real and focus on the nuances. Even the actors were free to improvise and interpret their parts and they did that with aplomb. I have always believed that magic happens only if you keep it real.”

     

     

  • Quench your thirst for wanderlust with Milton Thermosteel Bottles

    Milton’s new ad for Thermosteel bottles inspires people to travel

    By A Correspondent

     

    Milton has released a new TVC for its Milton Thermosteel bottle. The TVC released under the campaign ‘KahaanKaPiya?’ positions the product as a travel essential for every explorer.

     

    Conceptualised by Ogilvy India, the film portrays a solo vacationer’s journey across the country, capturing the beauty of travel and a world of opportunities. The thrill of solo travelling has witnessed an increasing interest by women over the last few years and Milton’s new TVC is an ode to this trend.

     

    Said Ajay Vaghani – Managing Director, Hamilton Housewares: “Milton as a brand has always believed in product innovation that focuses on enhancing experiences of every small yet integral event in the consumer’s fast paced lives and makes it effortless. ‘KahaanKaPiya?’ campaign is all about inspiring people to travel and we believe Milton’s Thermosteel Bottleis the next must-have accessory for every young explorer’. Milton Thermosteel Bottle, with its aesthetics and functionality, was created keeping in mindthe changing requirements of the youth in India who are constantly on the move seeking knowledge and looking for new experiences”.

     

    Added Anurag Agnihotri– Executive Creative Director, Ogilvy India: “KahaanKaPiya? How many rivers, lakes, streams and seas have you crossed? How much of the world have you seen? That’s the question this commercial poses to all the young people sitting at their desks, in offices or colleges, to go out there and explore the world. It’s a perfect communication fit especially when it comes from a brand that offers top quality and innovations in its products”.

     

     

  • Each film demonstrates how when we use less we become better

    Ogilvy partners UN to fight plastic pollution

    By A Correspondent

     

    UN Environment and Ogilvy have launched a set of three films which attempt to demonstrate how when we use less we become better.

     

    Said Sukesh Nayak, Chief Creative Officer, Ogilvy India (West): “Turning the word useless and finding a new meaning from it to promote using less plastic, is a great way of reminding people how simple acts can help save the environment. I am hopeful that the campaign line – ‘Useless log useful hain’- will catch on as a phrase and become a common refrain.”

     

    Added Atul Bagai, Country Head, UN Environment India: “Over the years, Ogilvy has done an outstanding job of creatively highlighting environmental issues. So, when it came to World Environment Day theme Beat Plastic Pollution, they highlighted not just the problem of plastic pollution but also showcased the alternatives to it. These short films are witty, and we hope will encourage people to use less plastic and eventually refuse it.”

     

     

  • The mandate entailed the wholesome creation of the brand identity and guidelines

    Investica appoints Ogilvy as its creative agency

    By A Correspondent

     

    Investica, a web-app platform for mutual funds investments, has awarded its creative business to Ogilvy India. The agency won the advertising, strategy and creative mandate for Investica and along with this they were also consulted on the user experience and interface.

     

    Said Ronak Agarwal, Chief Marketing Officer of Investica said: “The choice of Ogilvy was taken considering their creative experience, understanding of customer journey and depth of planning available at the agency,” adding: “At Investica, we believe to customize ourselves as per the client’s need by following a user-based-product approach. The idea is to drive the product to meet every goal our Investors will possess throughout their life journey. Ogilvy with their creative-edge & strategic insight was the ideal partner we wanted to work with. I am hoping for a long-term association with their team for taking Investica to unparalleled heights while building a ground-breaking product together.”

     

    Added Walter Noronha, Senior Vice President, Ogilvy Mumbai, on the account win: “The brief was to simply focus on the payoffs of great investments with simple life pleasures rather than promise huge unattainable goals.”

     

     

  • The two-day Zee Melt had an impressive set of international and Indian speakers

    MarTech & TV dominate sessions at Zee Melt 2018

     

    The fourth edition of Zee Melt 2018, the two-day conference on advertising, marketing, media and technology, conducted by Kyoorius was held in Mumbai on May 30 and 31. Along with the conference, there was an exhibition area which saw displays and experiential zones set up by Google, Surewaves, WION, National Geographic.

     

    Here are highlights of the two-day event:

    :: A live televised chat with Sir Martin Sorrell. The chat with senior journalist Anant Rangaswamion CNBC-TV18 assumed importance given that Sorrell had unveiled plans for his new venture

    :: Speaker sessions by Tom Fishburne, AnindyaGhose, Mark Shayler, Fernando Machado, Global CMO, Burger King; Tom Goodwin, EVP, Head of Innovation, Zenith Media; Ana Milicevic, Principal, Sparrow Digital Holdings; Babita Baruah, Managing Partner, GTB India and others

    :: “How Return Path Data Will Turbo-Boost Television Audience Measurement Globally” –Keynote by Ricardo Gomez-Insausti, Vice-President (Research), Numeris

    :: &Prive – A panel discussion featuring SonalDabral and Ashwini IyerTewari and a screening of “The Post”

    :: A panel discussion by Zee and Indian Market Research Bureau on TV: The Business Propeller

    :: A session by Jasper Donat, CEO, Branded & Producer, YouTube Fanfest was followed by a meet-and-greet with Bhuvan Bam, YouTuber, Singer & Songwriter

    :: Day 2 concluded with a Keynote session by James Southern, Managing Partner at Front Row Advisory. He addressed the audience on the topic, “The Next Seismic Shifts In Television”.The session was followed by a panel discussion hosted by SureWaves moderated by Paritosh Joshi (Principal, Provocateur Advisory) featuring Punit Misra (CEO, Zee Entertainment Enterprises Ltd), Shashi Sinha (CEO, IPG Mediabrands), Partho Dasgupta (CEO, BARC).

     

    And these are highlights of what some of the speakers said (for details on the Martin Sorrell session, please visit http://www.mxmindia.com/2018/05/return-of-the-sorrell/):

     

    Fernando Machado, Global CMO, Burger King:Creativity helps you thrive the business and grow your brand. You should start one campaign at a time. Understand the business and see what ticks people. There are certain brands that strike a chord with the consumers and Burger King is one of them. People ask, what if it didn’t work? They always have this fear. These 5 things helps coping with the fear:

    :: Need to understand the brand- it is about not doing random stuff. You need to understand the positioning. The positioning and personality of the brand should match

    :: Create a great brief– Challenge your client with a one line brief

    :: Let the idea grow- Trust on certainty

    :: The biggest risk is not taking any risk- We are afraid all the time. But the thing is if I am not afraid, probably I won’t do it

    :: One Team- Marketing, agency and everyone else together should be one team.  Fight with everyone, together

     

    Tom Goodwin, EVP, Head of Innovation, Zenith Media: Speaking about the power of digital transformation, he mentioned three key aspects to be taken care of:

    :: Understand people- People go to the internet consciously and get off it only to be reminded to go again. Brands still think of it as a pattern. But the consumer is obsessed with the idea like it is a behaviour. It is not helpful. It is a hybrid world that transcends it. People are disappointed if they don’t get the same experience as any other brand.

    :: Apply technology at the core- Consumers are inclined towards everything that has a quick turnaround. Brands are realising this pattern and providing quick, cheap and hassle free service without understanding that this remains as the outer most layer without deeper existential question. Younger brands are utilising contemporary technology and it is incredible to see how much value they have created.

    :: Rethink everything- The key is to think without expectations. The greatest threat to incumbent business is to not know too little or being naive, it is about having too much knowledge.

     

    Ana Milicevic, Principal, Sparrow Digital Holdings: “The advertising industry is stuck in between the technology change. As an industry and as professionals it is important that we are constantly changing and are not being outdated. There has to be a balance between speaking to the audiences and amplifying annoyance. Future without advertising is far-fetched. Hence, we need to focus on today’s advertising trends and that is story-telling. Every interaction the brand has with consumers, it becomes advertising. It is imperative to stay relevant or risk getting skipped.”

     

    Nelson Rodriguez, Global Director of Industry Strategy, Akamai:“Digital advertising still has a lot of noise. India has the highest ad-block user across the world, although ironically, India is an ad driven market. There are three innovations happening today in transforming relationship with audiences in this market.

    :: Relevance- Every industry that goes through change has an opportunity to build on that change by being relevant

    :: Value- Customer should have the power of consuming content. That is where optimisation can enter

    :: Choice- With micro-transactions in boom, customers can be charged according to the amount of content they want to consume

     

    Babita Baruah, Managing Partner, GTB India:“This topic means a lot to my heart. I thought a lot about how to have more women. Not in terms of number, but in terms of decision making roles and how we can keep this journey going. Melt and of course any forum where you have the industry coming together is good to start off this kind of conversations to get points of views. I think it is important for women to share their personal journey. Because there is a lot of learning from what someone has gone through. And a narrative or story telling is always a good way to connect.”

     

    Patrick De Pauw, CEO, Social Seeder:“There is so much clutter when it comes to brands today where all are shouting for attention in some way or the other. But to get visible I believe there are 2 things a brand should swear to follow and that is – stay relevant and do something so unique that it helps you gain recognition between this mainstream clutter. There is paid media and owned media today but earned media is the word of mouth which works in favour of your brand creating a high decibel impact. An ambassador (on a voluntary basis) is an internal or an external person that is more than integral to spread a word about your organisation. But being an ambassador starts with you.”

     

    Tom Fishburne, Founder, Marketoonist:Technology can’t save boring marketing. We need to stay focused on our marketing strategies and not get excited when you see new things. We need to know who we are creating our marketing for and what is our marketing campaign. I have never been this excited in my life, it was amazing to be here. I have never seen such an entrepreneurial environment. It is great to see what people can do to sell your small enterprises. On my first trip to India I loved to discover the campaign by Amul. In 52 years they have campaigned amazingly and their idea of serial story-telling is something worth taking note of. They have campaigned everywhere from Bollywood to hoardings to newspaper ads. I am always excited to know what incidence their next campaign will be based on.”

     

    Anindya Ghose, NYU Stern School of Business: “Crowdedness is one thing which works best in the case of AI, as when people are alone in a crowd, phone is their best escape. Over a period of time, we have witnessed brands identifying known as well as unknown needs of consumer’s basis which they are ready to invest heavily in mobile data metrics. Addressing to the unknown needs is what will give the brand an upper hand to serve better. This metric eventually helps in measuring the ROI on the capital spent.”

     

    Guneet Singh, Head – Marketing Solutions, Google India & SEA: “The big piece of work we do is on video and the reason is 80% of consumers are on mobile. The phone is a very intimate space, as it is 12 inches away, but your TV screen is 6-7 feet away which is not an intimate space. The average attention span in Mobile is 7-9 seconds; if you don’t change the arc in this time span, one skips the video. That’s how you look at the story arc in digital. In digital you know the exact persona of the person watching something. It is important for you to build content for the right audience. We’ve recently made 2300 videos all running in the same date to distinctive audience.”

     

    Mark Shayler, Director Ape:“Every single action has a reaction and every single movement has an angle. We are all millennial. People like tactility; if you are making a digital campaign make it real, make it human. We can’t lie anymore because the internet is everywhere and the truth will eventually come out. It’s high time that you innovate the new way. Define a purpose, as purpose makes you stronger, being good is new cool and Kindness is competitive.”

     

    Sakshi Choudhary, Creative Controller, Ogilvy India: “Women spend twice the time as men, they are playing more games, and they are also on social media. 74% purchasing decisions are made by women and in cities it goes up to 90%. 70% women are buying houses in top 8 cities of India and 40% overnight solo trips are made by women…. Honda has realised that the scooter market is overtaking the motorcycle market in rural India and therefore they launched Honda Cliq targeted only at rural Indian women. Alcohol consumption among women has been increasing; Bacardi has been making the best of it as their sessions are more focused at women. Hotstar has realised that their video consumption is 3 times more by women compared to men.”

     

    Erica Ng – Senior Editor Asia Pacific Insight – WGSN: “The world is getting future ready and so are our brands. The brands of tomorrow are using the 4 E’s – Engagement, Exclusivity, Experience and Emotion. While today’s traditional spaces are extremely crowded, it becomes a larger deal for the brands of tomorrow to get more creative in their thinking. The brands of tomorrow are engineering vitality, as they aren’t using space to advertise but instead growing their presence on digital. They are using psychographics to understand the consumer needs. Today people don’t buy products, they buy people!”

     

  • Shemaroo continues to redefine itself to respond to the disrupting consumer environment

    Ogilvy Mumbai wins creative mandate for Shemaroo Entertainment

    By A Correspondent

     

    Shemaroo Entertainment has awarded its creative duties to Ogilvy Mumbai. Said Hiren Gada, Director – Shemaroo Entertainment Limited: “We are delighted to have Ogilvy on board. We met multiple advertising agencies and while all of them had their own strengths, we were impressed by Ogilvy’s holistic thinking. We also found two very strong similarities between Shemaroo and Ogilvy and that is, the zeal to continuously innovate and value long term partnerships. We are really looking forward to an effective partnership.”

     

    Added Kunal Jeswani, CEO, Ogilvy India: “All brands go through cycles of evolution. Today, Shemaroo is perfectly poised to leverage its market insight, domain expertise and fantastic array of content to build its next cycle of brand value. Ogilvy is proud to partner with Shemaroo on this journey as a new age agency, building real brand value for our clients.”

     

     

  • The campaign is being supported through Print, Outdoor, activation and an extensive digital leg

    Ogilvy highlights what’s really good with Cake Up

    By A Correspondent

     

    Ogilvy India, in association with Ogilvy Pakistan, has crafted a heart-warming story for the launch of Peek Freans ‘Cake Up’. English Biscuit Manufacturers (EBM), Pakistan’s leading brand of biscuits has stepped into a new food category with launch of Cake Up.

     

    Said Sukesh Nayak, Chief Creative Officer, Ogilvy West: “Our products are filled with real goodness and so is our life. To launch the ‘Real Goodness’ platform, we chose to tell a story of a working mother who finds a unique way to create real a connection with her son. A connection that leaves a lasting impression.”

     

    Talking about the collaboration on this particular ad and how it came to be, Nayak added: “Ayesha Janjua, the marketing head of EBM (promoter of Peek Freans Cake Up), was the marketing head at Shan Foods when we made two very successful ads for them and when she moved to EBM, we just wanted to continue the relationship. We are really glad that we did.”

     

    Said Janjua, who is Head of Marketing, EBM: “With this thematic campaign, we will establish our position in the consumer’s mind as being bigger than just a sweet snack. Peek Freans Cake Up will become the catalyst for starting real conversations with the people we love, who sometimes in our busy lives, we forget to appreciate or communicate with, in a meaningful way. Every moment counts, and when it comes straight from the heart, that moment becomes a lifelong memory to be cherished.”

     

     

  • The TVC captures the before- and after-effects of the Super Charger

    KFC unveils campaign to promote new ‘Super Charger’ offering

    By A Correspondent

     

    KFC India has rolled out a TVC for its all-new Super Chargerburger. Commenting on the film, Lluis Ruiz Ribot, CMO, KFC India said, “Following the ‘more in less’ ideology, we launched our new pocket-friendly ‘Super Charger’ to serve as a quick recharge for consumers. The light-hearted TVC has been conceptualised by Ogilvy & Mather.

     

    Said Ajay Gahlaut, Deputy Chief Creative Officer- Ogilvy India, Chief Creative Officer- Ogilvy North: “A bigger burger at a nominal price offering from KFC was news enough. The task hence, was to find a creative way to deliver the good news and ‘Recharge at 99’ as an idea, just fit like a glove. For a refreshing change, we tapped the world of girls and their undying love and excitement for the four legged. The outcome – a relatable, cute-to-watch TVC that speaks for the product and its USP.”

     

     

  • In June 2018, Cannes Lions will honour brothers Piyush & Prasoon Pandey with the Lion of St Mark

    Here’s why we woke up to a very good morning today…

    Photograph Courtesy: Ogilvy India

     

    By A Correspondent

     

    It’s an award that’s perhaps as big as the Nobel Prize. It’s like the Honorary Oscar presented to the great Satyajit Ray fifteen years back. You’ve read it elsewhere already, but in case you haven’t: the Cannes Lions International Festival of Creativity has announced that brothers Piyush and Prasoon Pandey will be honoured with the Lion of St. Mark award at the 2018 Festival.

    So are we making a big deal about it? After all, Brand Equity – the publication which everyone in the A&M ecosystem aspires to be in – relegated to the bottomspread despite being given an exclusive.

    Well, we aren’t here to question editorial discretion, but suffice to say that the names of Lion of St Mark winners in the recent past will tell you how important the honour is:

    2017: David Droga, founder and Creative Chairman, Droga5
    2016: Marcello Serpa, former Partner, AlmapBBDO
    2015: Bob Greenberg, Founder, Chairman and CEO, R/GA
    2014: Joe Pytka, Director, PYTKA
    2013: Lee Clow, Chairman, TBWA\Media Arts Lab, Director of Media Arts, TBWA\Worldwide
    2012: Dan Wieden, Co-Founder and Global Executive Creative Director, Wieden+Kennedy
    2011: Sir John Hegarty, Worldwide Creative Director, Founder, BBH

    This is the first time anyone from Asia – yes, no one from China till date – has been accorded this honour. The Pandey brothers of course do not need this recognition to be placed up there in Indian advertising’s Hall of Fame.

    Said Jose Papa, Managing Director of Cannes Lions in a statement: “The Lion of St. Mark recognises those who have made a significant and outstanding contribution to creativity in our industry. Piyush and Prasoon have undoubtedly made the world pay attention to creativity in India. While they are famous, and rightly so, in their homeland, I’m thrilled that we have this opportunity to celebrate their contributions to our industry on the Cannes Lions stage. The fact we get to honour the achievements of two brothers makes this year’s Lion of St. Mark award particularly special.

    Piyush Pandey paid tribute to India, his clients and colleagues, commenting: “This is a huge, huge honour. I am humbled and immensely grateful to the people of India. It is the richness and diversity of this nation that gave my brother and me the opportunity to learn and to create good work. I am also indebted to my clients, my colleagues and Ogilvy who gave me the support and the freedom to fly. Thank you Cannes Lions for giving every creative professional in my country a reason to believe that if Prasoon and Piyush can do it, so can they.”

    Added Prasoon Pandey: “The Lion of St Mark is an absolutely incredible and stunning honour for two 10-15 year-old kids from Jaipur who were just having a blast playing Emperors and Thugs, Dragons and Demons, dreaming stories and playing them out with some far more imaginative and talented friends. We were so engrossed in that play that we forgot that we were well into our 50s and 60s! This is such a huge and humbling honour for us; I just hope it doesn’t make the kids inside us conscious.”

    Piyush Pandey, Executive Chairman and Creative Director Ogilvy South Asia won his first Cannes Lions awards with two Gold Lions for his work on an anti-smoking campaign in 2002, marking the start of a period of global recognition for a man who was already a creative legend in his native India. Piyush’s work is considered instrumental in the popularity of advertising campaigns produced in Hindi during the 1980s and 90s, heralding a shift to more universally accessible creativity in India.

    Prasoon Pandey, younger brother of Piyush is a highly respected director whose name has repeatedly featured in global rankings of top film directors. Prasoon is credited for directing the first Indian campaign to win a Lion, for Ericsson’s ‘One Black Coffee’ in 1996 and is one of the most awarded directors in India.

    Piyush Pandey joined Ogilvy & Mather in 1982, and made his name on work for Fevicol, Luna Moped, Cadbury and Asian Paints. In 1994, he was made National Creative Director for Ogilvy & Mather India. Piyush was the first Jury President from Asia at the 2004 Cannes Lions Festival. The Government of India awarded him the civilian honour of the Padma Shri in 2016.

    Prasoon Pandey started his career at Lintas Delhi, eventually becoming the creative director for Lowe India. He set up his own production company, Corcoise Films, in 2002.

    Piyush and Prasoon Pandey will be presented with the Lion of St. Mark at the closing awards ceremony of the 2018 Festival. The brothers will also take part in an interview hosted by Philip Thomas, CEO, Ascential Events in the Lumiere Theatre as part of the 2018 content programme.

     

     

  • Reinforces brand’s philosophy of catering to diverse consumer personalities

    Somany Ceramics pushes its philosophy further in latest campaign

     

     

    Somany Ceramics has launched its latest brand campaign – ‘Apka style, Somany style’. Said Abhishek Somany, MD, Somany Ceramics:  “Somany Ceramics is a homegrown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.”

     

    Added Ajay Gahlaut, Deputy CCO, Ogilvy India: “Building or renovating one’s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline ‘Aapka style, Somany style.’ further cements our proposition.”

     

     

  • CCTV is Intelligent with CP PLUS,KyunkiUparWala Sab DekhRaha Hai

    CP Plus unveils new campaign

    By A Correspondent

     

    CP Plus has unveiled its new campaign to reaffirm its leadership in the security domain. The TVCs features Salman Khan as the CCTV ambassador of the brand.

     

    Said Aditya Khemka, Managing Director, CP Plus:“There has been a lot of consciousness and awareness generated on the effective deployment of surveillance solutions. Being the market leader, we have realized the urgent need for intelligent security systems. We aim to amplify the intelligence of our security solutions through the optimum use of a host of intelligent features available.”

     

    Added Kapil Arora – President, Ogilvy Group Companies North:  “CP Plus has been the pioneer in electronic surveillance, pretty much leading the way for the segment. As adoption of security cameras increases, they have largely been seen as passive recorders of events. With CP Plus intelligent security systems, we believe that role can become of an active deterrent.”

     

    Said Ajay Gahlaut, COO Ogilvy North & Deputy COO, Ogilvy India: “The creative task was to reinforce the leadership of CP Plus in the surveillance category and build on the brand’s existing communication; Uparwala sab dekhrahahai. Using Salman Khan as the brand ambassador, we have attempted to bring alive stories from various aspects of life showcasing the intelligent technology solutions that CP Plus has in their products.”

  • Brand ambassador Salman Khan dons the character of a savvy salesman

    Dixcy Scott promotes advantages of Spandex in latest film

    By A Correspondent

     

    Dixcy Scott has launched its latest film that promotes elastic fibre Spandex. Brand ambassador Salman Khan dons the character of a salesman, ready to take on any challenge.

     

    Said Premji Sikka, Chairman of Dixcy Scott: “Our objective was to highlight our products with Spandex elastic, which makes our product more durable and long-lasting.”

     

    Said Piyush Pandey, Executive Chairman and National Creative Director, Ogilvy India: ”Instead of just doing a product window, we wanted to integrate the story of the product into the story of the ad. We took the Sumo route to demonstrate the product truth of better elasticity and fit, and its a very interesting demonstration. Dixcy Scott has a lot of faith in us and we look forward to a long partnership with the brand.