Eveready Industries India Ltd (EIIL) has introduced a new range of Ultima Alkaline batteries with a TVC conceptualised by Ogilvy.
Said Anirban Banerjee, Senior Vice President & SBU Head (Batteries & Flashlights) of Eveready Industries India Ltd: “Empowering the present, energising the future – defines the revamped Ultima battery series from the house of Eveready. Its smarter appeal and long-lasting power embodies our commitment to solving for emerging consumer needs and innovation. Demanding devices like battery operated toys, smart remotes, wireless mouse, BP machines etc need more power. The new and improved Ultima batteries, push our boundaries, with 400% and 800% longer-lasting performance, highly suitable for the high drain devices. The batteries are also equipped with a unique Turbolock Technology which prevents leakage and protects the consumer’s precious devices from damage caused by the batteries. As a testament to our vision of responsible innovation, Ultima batteries are eco-friendly, devoid of Mercury, Lead, and Cadmium. This is not just a product upgrade; it’s a step towards shaping a better tomorrow.”
Added Sukesh Nayak, CCO, Ogilvy India: “Khelenge Toh Sikhenge” is an empowering platform that helps look at playing with toys in a new way. The games children play with their toys have a lot to teach them. Lessons on partnership, sharing, caring, teamwork, empathy and more can be learnt by continuous play. Eveready, India’s No. 1 battery with its new long lasting Ultima batteries wants to own and build this empowering platform. And help enable every child in every household across India to learn something new and meaningful, every single day.”
Piyush Pandey with Ogilvy Global CEO Devika Seth Bulchandani
By Our Staff
Ogilvy India has announced a significant leadership transition that will take effect from January 1, 2024. The transition will involve a variety of senior Ogilvy India veterans taking the next steps in their long tenure with the agency.
As Chief Advisor, Piyush Pandey, currently Chairman Global Creative & Executive Chairman of Ogilvy India and one of India’s and the global industry’s leading creative figures, will work closely with the leadership team to ensure the impact and richness of the Ogilvy legacy transcends all functions and levels of Ogilvy in India. He is on a mission to make certain Ogilvy’s rich creative heritage continues and makes an impact particularly on the creative product and the digital transformation that has already seamlessly integrated to make Ogilvy India a modern marketing powerhouse.
In this role, Pandey will continue to work closely with major clients and the agency’s executive team to ensure that Ogilvy India maintains its important leadership role in India. Along with the leadership team, Piyush will be involved with key Ogilvy clients and new business prospects and the creative product of the agency. He will also continue to participate in various industry bodies and award forums.
SN Rane, Group Executive Co-Chairman India & COO South Asia, will work as Business Advisor to Ogilvy Asia Pacific. In his new role, Rane will work closely with Ogilvy Asia-Pacific to ensure that Ogilvy India has a smooth transition under the new management and to advise on various business operations and planning issues.
Hephzibah Pathak
Hephzibah Pathak will take on the role of Executive Chairperson of Ogilvy India. She will be Ogilvy India’s first ever woman in this role. Notes a communique: “Pathak has been the most trusted partner for many of Ogilvy’s key clients. She has played an integral role in creating iconic, category defining transformative work on many of their brands. Importantly, Hephzibah has been an inspiring mentor to many current leaders and emerging talent in Ogilvy India. In this role, Hephzibah will lead and drive the strategic direction, growth and transformation agenda of the company.”
VR Rajesh
VR Rajesh will move from his current role as Group President of Ogilvy India to Chief Executive Officer (CEO) of the agency. VR Rajesh has led the charge in building and growing Ogilvy’s capabilities in modern marketing. In his role, he will partner Hephzibah in further accelerating the transformation agenda of the company. He will also be responsible for running the operations of the agency across offices in India and all its business units. He will also work closely with Hufrish Birdy, who will continue in her current role of Chief Financial Officer (CFO), on various financial, commercial, and compliance issues for Ogilvy India. Hufrish has been a strong and astute pillar who has partnered the leadership team over years to deliver healthy financial performance.
Further, Ogilvy India’s leadership transition will also involve important new appointments to the Ogilvy Board. Joining the Ogilvy India Board will be the agency’s three Chief Creative Officers (CCO’s) – Harshad Rajadhyaksha, Kainaz Karmakar and Sukesh Nayak. The creative trio of Sukesh, Kainaz and Harshad are amongst the most awarded and celebrated in the country and have led the charge in creating industry defining modern work on many of Ogilvy’s valued clients.
The agency’s Chief Strategy Officer (CSO), Prem Narayan also joins the board. Prem has been a strategic partner to many of Ogilvy’s key clients and creative partners. He has championed the effectiveness culture at Ogilvy, making Ogilvy India one of the most effective agencies in the world.
All four of them will continue in their current, vital roles in the agency, leading the creative and strategic work of the agency.
These four executives will be joining Hephzibah, VR and Hufrish, who are already on the Board. All of these executives, working closely as a combined leadership team, will provide important continuity, experience, and commitment to the next phase of growth and Ogilvy India excellence for its clients.
Devika Seth Bulchandani, Global Chief Executive Officer, Ogilvy adds, “Piyush has done what true legends do. Nurtured and groomed a class of leaders who can assume the day to day running of the Ogilvy machine which will give him time to focus simply on the magic he has been so legendary in creating for our clients.
Together I trust the new leadership to take this iconic agency to new heights.”
Piyush Pandey, Chairman Global Creative & Executive Chairman of Ogilvy India said, “Creativity and its impact on our client’s businesses is at the heart of Ogilvy. In keeping with my passion, I will continue to partner and guide the new leadership as always. Our joint purpose is to ensure that we not only maintain but also better our core strengths.”
Polycab India, the wires and cables manufacturer, unveiled its renewed brand identity and philosophy that reflects its future business roadmap.
Said Inder Jaisinghani, Chairman and Managing Director, Polycab India Ltd: “As we reflect on our remarkable journey, from the inception as a single electrical store to the leader in wires and cables manufacturing, we are filled with pride. We have always believed evolution is the key to staying relevant and hence continue to work towards offering futuristic solutions to our customers. We have grown by focusing on innovation, sustainability, and customer-centricity, and now, this new brand identity reflects our core pillars.”
Added VR Rajesh, Group President, Ogilvy India: “Polycab’s new positioning is ‘Ideas. Connected’. It is about having a culture of meaningful innovation that will be at the core of all their offerings. This requires rethinking and re-engineering the way they approach product development. To bring this thinking alive to our consumers we had to show them what this vision will fructify into in the future. A home that intuitively understands what you need and makes it a place truly built around your life.”
Thums Up unveils the next chapter of its association with ICC Men’s Cricket World Cup through the launch of the campaign ‘Thums Up Utha, India India Macha’.
The campaign features Ravindra Jadeja, Jasprit Bumrah, Mohammed Siraj, and the captain Rohit Sharma in a film that is centred around – ‘making India believe in Team India’.
Commenting on the launch of the next chapter of ICC World Cup Campaign, Arnab Roy, Vice President, Marketing Coca-Cola India, and South West Asia said: “Thums Up’s partnership with the ICC Men’s Cricket World Cup aims to empower fans and voice their opinions. Our collaboration with King Khan and the cricket icons of the country further cements our dedication to elevate fan engagement and showcases our unwavering support for Team India to bring the World Cup back home. We will do this through tech led, real time responses from expert panels and credible influencers that encourage everyone to keep rooting for our team.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “The adversary isn’t always external; at times, it’s our own doubt, becoming our greatest adversary. To overcome this, we must summon our inner beliefs. This World Cup, Thums Up gets SRK voicing and symbolizing the inner conflict on ‘Will India win this World Cup.?’
As the ICC World Cup inches closer, Thums Up’s commitment to celebrating players resilience and creating unforgettable moments for fans remains steadfast, setting the stage for a truly Toofani World Cup.”
Eveready Industries India Ltd (EIIL) batteries, flashlights, and emerging lighting solutions, unveils its new brand logo and tag line, connecting the new generation with its power of infinite possibilities in the future.
Speaking about the rebranding, Anirban Banerjee, Sr. Vice President & SBU Head (Batteries & Flashlights) of Eveready Industries India Ltd. said: “ The iconic Eveready brand has enhanced its respect, reach and recall over time, matching its products and quality with the best in the world. With evolving consumer needs, the brand needed to transform and expand its portfolio, offering powerful, premium and innovative products. It was thus important for the brand to be seen as relevant and contemporary across age groups in the new world as it straddled the new portfolios.”
Added Sukesh Nayak, CCO, Ogilvy India: “Eveready stands for limitless power and dynamic possibilities. It is ever evolving, constantly changing and forever transforming to keep India moving towards exponential progress. This zest for dynamism, infinite energy and endless possibilities finds form in the newly revamped Eveready logo. The new logo is a symbol of power without a pause. Revamped and animated, it evokes the idea of momentum, forever on the go. It forms the loop of infinity, to denote eternal drive, the spark of new beginnings. That’s why the latest rendition of the logo comes with an additional line: give me power. Eveready is the future of power. Infinity is the soul of new Eveready.”
Cadbury Celebrations rolls out campaign for this Raksha Bandhan with a hashtag #BrothersWhoCare. The campaign brings the time-tested bond back into focus by inviting brothers across the country to show their appreciation for their sisters in a unique and heartwarming way.
Speaking on the campaign, Nitin Saini, VP- Marketing, Mondelez India, said: “Romantic relationships often take the spotlight away from other deep relationships, such as that between siblings. Built on a lifetime of shared memory, mutual growth, support, and love, these bonds form the foundations of who we are and deserve their own moments where care and appreciation are expressed through mindful gestures. With the #BrothersWhoCare campaign, we want to encourage brothers to express their affection for their sisters just as they do in their romantic relationships. With Raksha Bandhan approaching, it is an opportunity to remind every brother the moments they share with their sisters are just as precious and invite them to rekindle the timeless connection they share with their siblings through quality time spent together. This Rakhi, we aim to redefine sibling love – where strength meets sentiment, and caring knows no bounds.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added: “Our starting point was to put the spotlight on the reality of the brother-sister dynamic that plays out during Rakhi. Every brother loves his sisters but unfortunately this love doesn’t translate into effort in making her feel special on a day that is meant to celebrate this special bond. But the same brothers leave no stone unturned with their wives, fiancées and their girlfriends. Our attempt was to nudge boyfriends, fiancés, husbands who are also brothers to plan a day with their sisters by putting equal effort as they would for their partners on Valentine’s day. We conceived and built the #BrothersWhoCare platform that will help remind the brothers to make time for sisters and celebrate this special bond in most magical manner.”
Shekhar Banerjee Chief Client Officer & Office Head, North, West and East, Wavemaker India, said: “Our strategy is to disrupt how brothers behave. For all the grand gestures men make for the women in their life, they often reduce the gesture to an envelope with cash for their sisters during Rakhi. With this unconventional route we reminded brothers to plan something special for their sisters. Every time someone sets out to plan a romantic gesture for their loved ones, our campaign is designed to remind them about the gift they need to plan for their sisters.”
For the multichannel campaign, Cadbury Celebrations has activated multiple touchpoints to encourage siblings to spend more quality time with each other. Working on the concept of #BrothersWho Care , the campaign’s TV thematic, scheduled to run for three weeks, reinforces the brand message of ‘Iss Rakhi, Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’. This will be followed by multiple digital brand films which subvert the established romantic tropes by highlighting the role played by sisters behind the scenes during the highs and lows of their brothers’ love stories. The brand will also enable brothers to plan a day for their sisters. On scanning the QR code on the Cadbury Celebrations pack, users will be lead to a microsite www.cadburybrotherswhocare.com where they can plan a movie day with their sisters in select PVRs in select cities.
The National Payments Corporation of India (NPCI) has launched the third edition of its UPI Safety Awareness campaign. Titled ‘UPI Chalega’, it has been initiatied in collaboration with key players in the payments ecosystem.
Said Praveena Rai, Chief Operating Officer, NPCI: “We at NPCI are thrilled to unveil the third edition of our popular ‘UPI Chalega’ campaign. This dedicated initiative, developed in collaboration with key stakeholders in the payments ecosystem, aims to educate users about the seamless adoption of digital payments using UPI. Through this campaign, we strive to instill confidence in users, empowering them to make secure and hassle-free transactions with UPI and experience the true potential of this transformative payment platform.”
Added Sukesh Nayak – Chief Creative Officer – Ogilvy India: “This time when we decided to take the already popular ‘UPI Chalega’ campaign forward we zeroed in on a simple approach. We put Mrs. Rao, the mouthpiece that we have created, bang in the middle of a family wedding. She introduces the versatility of UPI through three situations in the wedding and shows how UPI can be deployed for different kinds of payments. From transferring the money for shagun to giving shagun to musicians during the baarat or activating UPI for non-stop automatic payments. Mrs. Rao interjects and saves the day in her characteristic style with a dash of humor and a refrain that builds the fact that UPI Chalega, in any situation.”
Vi, earlier Vodafone Idea, mobile network operator, has partnered with Mumbai’s best human network, the Dabbawalas, to test and improve the network for offering a superior network experience to its users. The Dabbawalas, visited nooks and crannies of Mumbai city to experience & test Vi GIGAnet
Partnering with Dabbawalas, Vi got them to test Vi GIGAnet to understand where the network was seamless and where it needed strengthening on parameters such as data, voice calling, video streaming, gaming etc. The team traversed the length and breadth of Mumbai city, testing the network strength of Vi GIGAnet across 22 wards and over 550 locations. With the help of videos and voice notes, data & responses along with live location sharing, Dabbawalas reported their experience in different parts of the city.
Commenting on the network campaign, Avneesh Khosla, CMO, Vi said: “Mumbai is a key market for us and ensuring a seamless network is paramount. The human network of Dabbawalas gave us a better perspective on Mumbai & a more holistic feedback on the experience as they torture tested the network. Today, we are confident that Vi offers superior network connectivity in the nooks & corners of the city & the dabbawalas are testimony to it. We thank the dabbawalas for this & strive to continuously improve our network in the city.”
Speaking about the work, Kainaz Karmakar & Harshad Rajadhyaksha, CCOs, Ogilvy India, added: “What could possibly be the connection between a modern, cutting-edge network service provider like Vi, and the 134-year-old iconic Dabbawalas service! It is exactly this clash of contrasts that became the creative backbone of this disruptive idea. In a category saturated with technical data and jargon, we set up an unexpected, charming and much trusted human network, as our benchmark to live up to when it comes to covering the megapolis of Mumbai. The Dabbawalas have been such an integral part of the ethos and culture of Mumbai, and we are proud to make the efficiency of their network an inspiration for our Vi network.”
Commenting on the association Ulhas Muke, President, Mumbai Dabbawala Association said: “We are delighted to be chosen by Vi to play a role in improving their network experience for Mumbaikars. Today, we take great pride in the fact that our dabbawala network knows and understands Mumbai and its nuances like no other. Our association with Vi for the torture test was to verify the network strength in Mumbai through the experience of video calls, streaming videos, online gaming, download experience, voice connectivity, and speed tests. We are glad to have been a testimony to Vi’s strong network experience across Mumbai. This unique partnership with Vi has been a validating, satisfying, and an enjoyable experience.”
On the occasion of National Doctor’s Day, Sun Pharma launched an initiative, titled #SecondBirthDate, to celebrate and honour the contributions made by doctors. As a part of this initiative, cricketer, Rishabh Pant and actor, Mahima Chaudhry took the lead and updated their social media handles with a #SecondBirthDate as a tribute to the doctors who have saved their lives.
Said Kirti Ganorkar, CEO – India Business, Sun Pharma: “Doctors play an instrumental role in our lives, offering their expertise, compassion, and unwavering commitment to restoring health and patient well-being. Our #SecondBirthDate initiative is a tribute to the doctor community who have dedicated their lives to the service of humanity. Please join this national movement to extend gratitude to our doctors who truly deserve a collective thank you from all of us, not just today, but every day.”
Commenting on the campaign idea, Rohit Devgun, Executive Creative Director & Kumar Saurabh, Group Creative Director, Ogilvy India added: “One of the most powerful emotions we feel towards our doctors is gratitude – for giving us or our loved ones a second chance at life. An emotion second only to the one we feel for our parents who give us our first chance at life. Sun’s #SecondBirthDate initiative for National Doctor’s Day, channelizes the emotion of profuse gratitude. The campaign uses real-life narratives of public figures who are seen encouraging people to send personalized messages of gratitude to their doctors.”
Said Shekhar Banerjee – Chief client Officer & Office Head, West – Wavemaker: “This activity is very special. In a world where social media serves as a platform for expression & interactions, An action always speaks louder than an Ad. We are happy that Rishabh Pant & Mahima Chaudhry believed in what we are trying to convey and change their date of birth across social handles to mark their second chance at life.”
Eno, the antacid brand by Haleon (eka GSK Consumer Healthcare), has launched its new TVC titled ‘Ab Acidity Kyu Sehna Jab Eno Hain Na’.
Conceptualised by Ogilvy, the TVC has been shot by Hemant Bhandari, director and co-founder of Chrome Pictures. Commenting on the launch, Anurita Chopra, BU Marketing Lead for the Indian subcontinent at Haleon, said: “For generations, Indians have relied on home remedies, sometimes enduring prolonged discomfort as a necessary evil. However, ENO provides fast and effective relief, allowing consumers to enjoy their food, family moments, and fun without hindrance. We are confident that this new commercial will be well-received by our audience, as we eagerly welcome new consumers to our brand.”
Speaking on the occasion Ritu Sharda, Chief Creative Officer, Ogilvy India (North) added: “Food is our love language. However, this indulgence often leads to acidity. And as Indians, we tend to tolerate this discomfort, considering it normal. With this new campaign, starring well-known actors Sheeba Chadhha, Supriya Pilgaonkar, as an endearing pair of Maasi and Bua pampering Abhimanyu Dassani with food, ENO aims to change that perception: “Ab Acidity Kyu Sehna, Jab ENO hain Na!”
On the occasion of World Social Media Day, tea brand Brooke Bond Red Label, along with its creative agency- Ogilvy, have launched a film called Red Label – India’s favourite Social Network.
Talking about the campaign, Shiva Krishnamurthy, Vice President, Food and Beverages, Unilever South Asia said: “Tea is India’s favourite social network. While this is obvious in hindsight, it is a refreshing way to pay tribute to India’s favourite drink. It is only befitting that India’s no. 1 tea brand, Brooke Bond Red Label does this. With its characteristic warmth, Brooke Bond Red Label brings out the uncanny applicability of social media terms to a cup of tea. We are excited to launch this campaign on World Social Media Day and hope that it resonates with all Indian chai lovers.”
Add Harshad Rajadhyaksha and Kainaz Karmarkar, Chief Creative Officers, Ogilvy India added, “This campaign is thirteen years old! Our strategy partner Prem had shared this insight with us, back in 2010. Even today, it is super relevant. That is the power of this insight but that is also the power of tea. A simple but well-made cup of tea is the glue our country bonds over. Friends are made, friendships are rekindled and this tea time, is truly a time for togetherness. We love the way our director, Nobin Datta, has captured this. We hope the country loves it as much we do.”
We ought to have published this a few days back, but here’s it: It’s about KFC India’s latest campaign crafted by Ogilvy. The campaign will run on TV and digital platforms, along with a “robust” 360-degree plan.
Said Aparna Bhawal, CMO, KFC India & Partner Countries: “As a brand, KFC is always tuned into what Gen-Z wants. We know this young value conscious consumer has multiple snacking occasions in a day where they want to indulge, but at the same time want to manage expenses. All our recent launches reflect this – the KFC Snacker range presents a variety of KFC favourites at an unbelievable price of INR 99! The campaign uses an engaging visual device where the OG celebrity chef, Colonel Sanders helps youngsters get out of relatable yet sticky situations and save money too! Thanks to Colonel Sanders, awkward situation and paise dono bach gaye!”
Added Ritu Sharda, CCO, North, Ogilvy India: “In India, a tray full of snacks is always a happy distraction from a loaded discussion. It’s always a “bach gaye” moment. Going at just Rs. 99, it felt like “Bach Gaye” doubles up as a very Indian way of saying, money saved. Simple, charming, quirky. I think it’s safe for us to heave a sigh of relief and say bach gaye, because you’re going to love snacking on these short, quirky commercials.
