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Tag: Ogilvy & Mather

  • 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.

     

     

  • It highlights a simple moment of truth that every individual relates to

    Savlon gives mothers their due in latest brand campaign

     

     

    Savlon, ITC’s leading health and hygiene brand, has unveiled its new brand campaign, ‘Bharosa Maa Sa’.

     

    Said Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited:“It’s a lovely film. It makes mothers and children share the same emotion of love and trust.  The film stays true to the core brand promise of performance power and the healing touch of mothers.”

     

    The film directed by Shashank Chaturvedi of Good Morning Films is a montage of athletes, the pain they go through and the two things that keep them going – Mother’s love and Savlon. The TVC brings alive the narrative of gentle love and warmth of a Mother and Savlon’s promise of effective care.

     

    Added Kainaz Karmakar and Harshad Rajadhyaksha, CCO, Ogilvy & Mather:“The power of the film lies in the human insight that the first person we think of when we get hurt is our mom. Savlon salutes the healing power of mothers, because moms know how to heal with love and gentleness. This truth will connect across geographies and languages. Savlon shares some important qualities with moms. We heal powerfully and yet, gently.”

     

     

  • In humorous 20-second spots, the TVCs acknowledges role women play in bringing moments of joy to families

    Pidilite gets womenfolk to tackle unexpected household chores

     

     

    Fevikwik, the instant adhesive brand from Pidilite Industries, has launched a new television ad campaign titled ‘Khushiyon ke chand pal’, which depicts woman being unexpectedly appreciated by her loved ones for repairing different things in houseshold.

     

    The campaign, conceived by Ogilvy & Mather, through a series of films with Fevikwik sense of humour, highlights the versatility of Fevikwik in fixing anything, from toys to ‘jhumka’ to a ‘mandir ki ghanti’. It talks about how Fevikwik can not only fix broken objects but also cement the bonds between husband-wife, mother – son, mother-in-law and daughter-in-law.

     

    Said Vivek Sharma, Chief Marketing Officer, Pidilite Industries: “A woman is at the heart of every family. But very often she goes unappreciated for little things she does around household, including repairing broken things at home that are favorite to family members. The new TVC campaign, in its own humorous way, appreciates this role that she plays by bringing back things to life through repairs and creating little moments of joy.”

     

    Commenting on the concept, Piyush Pandey, Executive Chairman and Creative director, Ogilvy & Mather- South Asia said: “Fevikwik has always created wonders and various moments of joy for enormous number of consumers. The ‘Khushiyon ke chand pal’ (moments of happiness) campaign depicts that this instant-bonding adhesive is a perfect partnerfor every housewife to have cherished moments and fix any kind of day-to-day things.”

     

     

  • Grasim’s offerings are the outcome of an innovation driven-culture, diligent research and development and a dedication to live up to consumer expectations

    Grasim ropes in Amitabh Bachchan as its brand ambassador

    By A Correspondent

     

    GBTL Ltd. (formerly known as Grasim Bhiwani Textile Limited) has revealed its signing of superstar Amitabh Bachchan as brand ambassador.

     

    Commenting on the announcement, S Krishnamoorthy, Managing Director of GBTL Ltd. said:”We are privileged to have MrBachchan as our Brand Ambassador. His vibrant persona, legacy and pan India appeal makes him, the perfect fit for brand GBTL – Grasim (licensed user TM Grasim). It is the most recognised suiting brand in India and by roping in Mr Bachchan, the company has demonstrated its intent to take the Brand to a supreme level, addressing the market needs and preferences of consumers across the length and breadth of India.”

     

    Added Piyush Pandey, Executive Chairman & Creative Director, South Asia Ogilvy & Mather:“I am happy that Ogilvy & Mather is reunited with GBTL – Grasim. I am also overjoyed that the company has got Mr Amitabh Bachchan on board as their Brand Ambassador. The fact that this news is announced on Mr Bachchan’s 75th birthday is an icing on the cake,”

  • The campaign will be supported by an extensive integrated marketing campaign

    Mondelez India unveils campaign promoting added benefits of Cadbury Dairy Milk Silk

     

     

    Mondelez India has unveiled a new campaign for the its chocolates brand Cadbury Dairy Milk Silk with a TVC conceptualised by Ogilvy & Mather.

     

    Said Zenobia Pithawalla, Executive Creative Director, Ogilvy & Mather said:”The New Cadbury Dairy Milk Silk is a curvier version of the original bar. The curvier shape results in more chocolatey feeling in the mouth. We brought alive the product story ‘feels like a lot more’ through the imagination of our protagonists. As both bite into the chocolate they feel like they are being serenaded by a whole lot of people. Reiterating that the feeling of ‘more’ is also more enjoyable.”

     

  • Ogilvy & Mather will manage Somany Ceramic Limited’s operations from their Gurgaon office

    Somany Ceramics appoints Ogilvy as its ad agency

    By A Correspondent

     

    Somany Ceramics Limited has awarded its advertising mandate to giant Ogilvy & Mather. The pitch was initiated a month ago where six other major advertising agencies also participated. The estimated advertising budget for Somany Ceramics for FY17-18 is 3 to 3.5 per cent of the revenue. Ogilvy & Mather will manage Somany Ceramic Limited’s operations from their Gurgaon office and the mandate consists of the brand’s diverse product portfolio.

     

    Commenting on the association, Abhishek Somany, MD, Somany Ceramics Limited, commented,” We are interested in exploring newer ways of targeting specific groups therefore, it became essential for us to  collaborate with an agency who understand the dynamic media environment. Ogilvy & Mather comes with a fresh and progressive approach which will help us to focus on developing advertising and marketing campaigns to engage consumers with our products and brands.”

     

    Speaking on the win, Chandana Agarwal, Managing Partner, Ogilvy & Mather said: “Somany is responsible for launching many firsts in the Indian Tile Industry. Innovation has clearly been at the heart of what they do and we see a great match of values between the two organisations. We are extremely excited about this partnership and look forward to creating some memorable work”.

     

  • The campaign has been conceptualised by Ogilvy & Mather, Gurugram

    Mother Dairy unveils latest TVC for ‘Chillz’

    By A Correspondent

     

    Leading milk and milk products player, Mother Dairy, has launched its new TVC for its Chillz range of ice creams, targeting the peer group – emerging consumers of India. The campaign has been conceptualised by Ogilvy & Mather, Gurugram, while the production has been executed by Chrome Pictures.

     

    Speaking on the Campaign, Randhir Kumar, General Manager – Marketing (Dairy Products), Mother Dairy Fruit & Vegetable Pvt. Ltd: With the launch of Mother Dairy Chillz TVC we are targeting consumers who are fond of Ice-creams which are best to resist the heat in scorching summers. With growing urbanisation and exposure to global trends, the consumer expectations have also evolved. As a consumer-centric organisation, we take the the onus of meeting those expectations on us.”

     

    Added Kapil Arora, President, Ogilvy North: “One of the best things about Mother Dairy and its range of delightful Ice Creams is that they are made with real ingredients of the finest quality, that are added to it in abundance. Our creative idea revolves around the simple truth that these ice creams are so delightfully indulgent that they aren’t meant to be shared; Mother Dairy ice creams ‘made for you, and only you’.”

     

  • The TVCs and digital film take a humorous look at how a delicious and hot Indian breakfast can be made in just 3 minutes

    MTR unveils new breakfast campaign

    By A Correspondent

     

    MTR Foods has launched a new range of Indian breakfasts called the 3-Minute Breakfast which is supported with a 360 degree media campaign including three TVCs and a digital film.

     

    Commenting on the breakfast range and the communication, Sunay Bhasin, CMO, MTR Foods Pvt. Ltd. Said: “The organized breakfast market in India is driven by a need for convenience with consumers sometimes forgoing breakfast, particularly on weekdays, due to severe time crunch in the mornings. The MTR 3 Minute Breakfast will now give Indians easy access to a hot, comforting range of Indian breakfast that they prefer in just 3 minutes by just adding hot water. Our communication also focuses on how easily a delicious Indian breakfast can be made in the time you take to do your weekday morning routine, hence removing any excuse to miss breakfast anymore.”

     

    Added Mahesh Gharat, Ogilvy & Mather: “The brief from MTR Foods was to communicate the key proposition of the 3-Minute Breakfast in a creative way by depicting various morning situations. We had to show the ease of making breakfast as well as drive home the key message that consumers need not compromise on breakfast anymore. As we had to talk to the young working professionals, we decided to take a relatable, humorous approach. All three films depict the morning rush in their lives when a lot cannot be achieved on time. But thankfully, MTR’s 3-min breakfast gets prepared in 3 minutes.”

     

    In addition to TV, The Social Street was assigned the task of creating a film that resonated well with the urban millennial.

    Commenting on the digital Film, Sonia Lal, Managing Partner, The Social Street said: “Our brief was to communicate with the young Target Group in the digital space and create some humorous content while conveying the brand message. The film shows a team of experts like scientists, astrologers and other specialists (one of them being a cat!) trying to understand  why the youth is mean  – with the simple answer coming from a mom who says that the youth skip breakfast because they are short on time and how MTR 3 minute range solves for this.”

     

  • The new campaign was launched alongside their latest interactive service 'Tata Sky Acting Adda' powered by FTheCouch (FTC)

    Tata Sky teaches everyone to act in latest campaign

    By A Correspondent

     

    Tata Sky has announced the launch of a brand-new ad campaign featuring actor Amitabh Bachchan. The new campaign was launched alongside its latest interactive service ‘Tata Sky Acting Adda’ powered by FTheCouch (FTC).

     

    To launch this service, Ogilvy & Mather conceptualised a campaign with the tagline ‘Bade Break ka BadaManch’using Bachchan. Shot by director Shoojit Sircar, the ad – a series of four TVCs – captures Bachchan’s transformation into a confident actor in a very simple yet extremely fun way.

     

    Said Malay Dikshit, Chief Communications Officer, Tata Sky: “This service caters to a much under serviced need of aspiring actors to get the much needed break as well as the need of casting experts to have a ready talent pool. The communication, which delivers a smile has the service woven into a beautifully simple story. Mr Bachchan and O&M have once again created magic for Tata Sky.”

     

    Added Sukesh Nayak – ECD, Ogilvy & Mather: “What better way to launch an acting school platform than have India’s superstar play a role of an ordinary man with a desire to act. We hope with this product, every Indian, no matter living where, now gets an opportunity to embellish his acting skills and show his talent on big stage.”

     

  • It's a war out there between Times Now and Republic TV, and the real battle hasn't even begun yet

    Arnab Goswami ko Gussa Kyun Aata Hai?

     

    By A Correspondent

    There’s tension in the air in news media vice-capital Lower Parel (assuming Delhi and Delhi NCR constitute the Capital). As you read this, the battleground is being charted at Times Now headquarters in Central Mumbai. Ever since editor-in-chief Arnab Goswami quit Times Now in November and announced his intent to start his own news channel, it’s been a war.

    At first, Goswami wasn’t allowed to say a formal goodbye to viewers, though his farewells at work has been well-youtubed. Which is fair as unless its pre-recorded and vetted, a channel wouldn’t want to be embarrassed on air by an outgoing captain, and so what if he was its face all these years.

    And then as it emerged Goswami was serious about his venture, there was a fear of the unknown. The channel may still be #1 in overall data, but the numbers started falling and advertisers were beginning to question the premium on ‘super primetime’.

    An all-out damage-control exercise started. Staff was motivated to stay back. A new chief editor was identified and hired, there was a clear second-in-command appointed and the content direction was further sharpened. The shrill quotient was upped.

    Except that it lacked the gravitas and finesse of an Arnab Goswami.

    There were rumours of another well-known editor being pulled in to join, but that didn’t happen.

    Meanwhile, along with attempts to fortify the house, a counter-offensive started. The Newshour was trademarked, and Times Now even went to file for trademarking Nation Wants to Know – the slogan and the logo. The following month Republic TV also filed for trademarking these. All the applications have been objected to.

    Meanwhile, both sides have been posturing to take on each other.

    At FICCI-Frames in March, Goswami spoke of it being a David v/s Goliath battle. And he did that without naming Times Now, but it was all very clear.

    Goswami has been on overdrive with his PR. He has hired Piyush Pandey’s Ogilvy & Mather for his advertising and Genesis Burson-Marsteller. His interviews are all over the media, to mainline newspapers, specialised magazines and even some YouTube shows. Some publications which carried offensive outbursts by Goswami have even been served legal notice.

    Perhaps rattled with the following that appears to have increased ever since he left Times Now, the channel was quick to send a legal notice on the ‘Nation Wants to Know Usage’. This may be standard practice, but not being the first notice he received from Times Network, Goswami viralled an audio response to the notice.

    At first Times Network sent us a statement even ahead of us asking for a comment. Here it was:

    “ARG Outliers had filed for trademark for these and similar phrases which were already filed for and extensively used for years by TIMES NOW. We have responded with a standard caution notice. He is just trying to gain soundbytes from it”

    We then asked Times Network on why it filed for a trademark when ‘Nation wants to know’ is, in a sense, a generic statement.

    And this is the response:

    “‘Nation Wants to Know’ is not a generic statement. It’s a phrase coined by the creative team of Times Now and made popular by repeated usage on our channel and is in essence a descriptor of the uncompromising tone of questioning that Times Now has been known for. The phrase like other similar unique phrases and words such as NewsHour, Action Begins Here etc., together create the News environment and experience that is embodied in the Brand Times Now. Protecting IPs and Brands is essential for the existence and survival of Businesses. Times Network is an upright and diligent corporate citizen and takes copyright issues very seriously. We are cautious not to wilfully violate and we are also alert in defending our IP. We filed for Trademark as we were expecting attempts to steal our IP.]

    And then we asked why was Arnab Goswami threatened with imprisonment as part of a “standard caution notice”?

    The response we received was this:

    “Standard Caution notices quote from the law of the land and remind addressees about penal provisions on infringement – in this case The Trademarks Act 1999 and IPC 1860, which could attract Fines and/ or imprisonment.”

    According to an Outlier insider, the filing of trademark for ‘Nation wants to know’ was for the name of a show. Perhaps. But not everyone believes that Arnab Goswami should go to town with his angst against Times Network.

    These are standard tactics deployed by all marketers, especially those leaders whose status could be checked thanks to the launch of a new brand. In fact, a senior mediaperson said if Goswami were to overdo it, he could earn negative goodwill. “The Arnab Goswami brand of television journalism has its takers, and no one has been able to match him months after his exit, so there is no need of paranoia.”

    And what about Times Now and the Times Network? Media observers believe that there is an urgent need to reinvent and rehaul. While the channel continues to top the ratings roster, its equity has reportedly dipped and consequently the revenues may be hit too.

    While media might and distribution muscle can help it continue to be top-of-mind, it won’t be too long before competition catches up if the content is not n place.

     

  • The TVC narrates the story of a conservative Bengali mother

    Ogilvy Kolkata executes brand campaign for Senco Gold

    By A Correspondent

     

    Set against the backdrop of an urban, upper-middle-class home, the Senco Gold and Diamonds TVC narrates the story of a conservative Bengali mother who, through the act of giving a bangle to her non-Bengali daughter-in-law, comes to terms with her son’s marital life and eventually accepts his wife as a part of her family.

     

    Said Sujoy Roy, Managing Partner (Creative), Ogilvy & Mather, Kolkata: “Poignant and heartwarming, the new TVC promises to take you on a journey to the heart of every Indian family, and unravel its inexplicable nuances, unavoidable conflicts and eventual resolutions.”

     

    Added Aditya Vikram Sengupta, Director, For Films Pvt Ltd: “Craftsmanship is not limited to jewellery. It is a phenomenon that is present all around us. Every day, we are crafting something new – be it friendship, love or trust. This TVC captures the role of jewellery in crafting relationships.”

     

  • The idea is based on a simple premise, that drivers are often reluctant to fit speed sensors in their car

    CEAT’s latest campaign strums the emotional chords to the safety song

    By A Correspondent

     

    Leading Indian tyre manufacturer Ceat Ltd took a leaf out of its creative innovation catalogue as it launched its latest instalment of its Drive Safe Dad campaign. The focus is on discouraging dads from over speeding their vehicles which is one of the major factors for road accidents.

     

    Speaking on the occasion,Nitish Bajaj, Vice President-Marketing, Ceat Ltd said: “The campaign taps into the love and bond shared between a father and his child, encouraging them to be more responsible on the road and follow the rules, more diligently. Drive Safe Dad is a unique concept that merges with our purpose of safety seamlessly and we intend to take more such road safety initiatives in future.”

     

    Added Kiran Anthony, Executive Creative Director, Ogilvy & Mather: “Ceat Drive Safe Dad Bobblehead is the latest initiative in CEAT’s long standing commitment to fostering safety on Indian roads. Using a personalised reminder modelled on one’s child helped drive behaviour change in an effective and endearing manner, without sounding preachy.”