MxMIndia

Tag: Ogilvy & Mather

  • The ad film plays the signature Titan symphony on Jaltarang

    Titan’s new ad film celebrates world’s slimmest ceramic watch

    By A Correspondent

     

    Unveiling the latest collection under the Edge series, Titan has launched Edge Ceramic, a slim ceramic watch in its new ad film created by Ogilvy & Mather.

     

    An ode to its legacy of Edge-like thinness, the ad film weaves in the Titan symphony with the intricacies of the ceramic material.

     

    Said Sirish Chandrashekar– Marketing Head, Titan watches:”Edge embodies our pioneering spirit in watchmaking. Finesse, sophistication and minimalism are at the core of its DNA. When we were thinking of how best to bring alive the new ceramic proposition, this film idea seemed perfect. The film is a true reflection of the innate qualities of Titan Edge.”

     

    Added Mahesh Gharat, Executive Creative Director, Ogilvy & Mather: “When Titan decided to launch the slimmest ceramic watch, the idea of recreating the Titan symphony on Jaltarang using fine ceramic bowls felt natural. That gave us the opportunity to work with India’s leading classical Jaltarang artist MilindTulankar and bring the idea to life.”

     

  • The campaign premise is that ‘milavati’ or adulteration in oil can be bad for health just like corruption in a party

    Fortune Mustard Oil introduces latest brand campaign

    By A Correspondent

     

    Fortune KachiGhani Mustard Oil has launched its new campaign this month.  With the elections just around the corner, the film is centred on a topical issue – the funding for a political party. The premise is that ‘milavati’ or adulteration in oil can be bad for health just like corruption in a party.

     

    The film opens with a group of party members having lunch. While a member is suggesting accepting funds without caring about election agenda, the party leader makes it clear that she doesn’t support corruption. She does this by using her food cooked in Fortune KachiGhani Mustard Oil, a 100 per cent pure mustard oil, as an analogy to drive her point across. She also adds that funding should also be devoid of any ‘milavat’ with the party’s agenda.

     

    Conceived and executed by Ogilvy & Mather, this film hopes to ensure that consumers realise the issue of adulteration in mustard oils and think twice before buying their mustard oil.

     

  • The latest campaign highlights the progressive mindset of the modern Indian woman

    Titan Raga upholds the choice of motherhood

     

     

    Titan Raga has unveiled a brand campaign that conveys a strong message on the choice of motherhood. Reaffirming the campaign message of ‘Khud Se NayaRishta’, the TVC emphasizss that motherhood is a desired choice and not a sacrifice. Conceptualised by Ogilvy, the ad film has been directed by Vinil Mathew of ­­­­Breathless films.

     

    The TVC is set at a beautiful baby shower. We see a young mother-to-be speak from her heart about the kind of mother she aspires to be. She starts off with the traditional things she will not follow, often defined by society as traits of a good mother. Rather, she appreciates her own mother for being unconventional – a woman who did not give up on her life, aspirations and passions. And for that very reason, her mother is her role model, teaching her to love her life as much as she will love her newborn baby.

     

    Said Sirish Chandrashekar, Marketing Head, Titan Watches: “Titan Raga’s brand films have always reflected the Modern Indian woman’s progressive views through contexts that are relevant to her life. In this film, we explored the evolving codes of motherhood. It is about living your life fully, without being judged and knowing that being a mother is not a sacrifice, but a choice.”

     

    Added Azazul Haque, Executive Creative Director, Ogilvy & Mather: “In the new campaign, the Raga woman questions the established definitions of motherhood. We wanted to pick an insight, a subject of conversation that’s relevant to majority of modern Indian woman. The story of a young mother, inspired by her own mother who has redefined motherhood looked emotional, touching and yet an extremely strong narrative to communicate what Titan Raga stands for.”

     

  • Pardiwalla joins Jack in the Box as President

    Kaizad Pardiwalla quits Orchard to join Jack in the Box Worldwide

    By A Correspondent

     

    Integrated communications agency Jack in the Box Worldwide has appointed Kaizad Pardiwalla as President, with the aim to lead its ambitious growth strategy. Pardiwalla, who joins from Orchard Advertising, where he was Chief Operating Officer until last week, will report to Roopak Saluja, Founder and Chief Executive Officer, The 120 Media Collective.

     

    Apart from growth and new business acquisition, his key responsibilities will include managing existing clients and ensuring seamless operations and delivery across the agency. As a key member of The 120 Media Collective’s management team, Pardiwalla joins at a juncture where his role will be crucial in the company’s quest to be South & South-East Asia’s premier communications and content company.

     

    Pardiwalla started his career with Lowe Lintas and went on to hold leadership positions with Ogilvy & Mather, where he was National Head of OgilvyOne India, before joining Grey as Branch Head – Mumbai and subsequently moving to Orchard. In his career spanning over two decades, Kaizad has worked with brands such as Amazon, Wipro, Viacom 18, American Express, Cadbury, CISCO, Unilever, The Economist, Fiat, Ferrero and Vodafone, amongst others.

     

    Commenting on the appointment,  Saluja said: “As Jack in the Box enters its next phase of growth as an integrated communications agency for the digital era, there’s a vital need for leadership with experience and stature; someone who can marshal all that we have at our disposal and beyond in terms of talent and technology to provide real business impact for our clients. Kaizad belongs to a rare breed of professionals, who couple a proven track record with the agility that’s integral to success in our business today and tomorrow. And I’m super excited to have him as a key partner in The 120 Media Collective’s quest for impact across the South/South-East Asia region.”

     

    Said Pardiwalla: “Today digital has become crucial for every brand to stay relevant. Jack in the Box Worldwide, with its digital first approach is a leader when it comes to assisting brands strike a chord with their target audience. I’m really excited to lead this extremely creative and talented team at Jack in the Box. We are here to provide business solutions for brands backed by strong ideas and insights into consumer behaviour. The vision is to create path breaking ideas that are media agnostic and which deliver results for our clients in the marketplace. With content and platforms coming into their own, these are very exciting times for us at JITB and there will be a lot to watch out for!”

     

  • The new TVC positions fuse as the perfect indulgent chocolate bar that brightens up dull moments in one’s busy day

    Mondelez plays up attributes of Cadbury Fuse in latest campaign

    By A Correspondent

     

    Mondelez India has launched a marketing campaign to support the launch of its new brand – Cadbury Fuse. Along with extensive digital and outdoor initiatives, this new campaign will include a TVC that aims at positioning Cadbury Fuse as the perfect indulgent chocolate bar that brightens up dull moments in one’s busy day. The TVC is conceptualised by Ogilvy & Mather.

     

    Said Prashant Peres, Director – Marketing (Chocolates), Mondelez India: “Whether it’s a dull period experienced during long commute hours or an exhausting work-out, today’s new age consumers are experimental and want to try out diverse experiences which can curb their hunger pangs in newer formats. Cadbury Fuse is aimed at enhancing their eat experiences by giving them a “Chocolatey feast” experience. The new TVC dramatises the craving of the young yoga teacher who can’t stop thinking about Cadbury Fuse and ultimately ends up satisfying her craving with a feast.”

     

    Speaking about the creative thought behind the TVC Harshad Rajadhyaksha and Kainaz Karmakar, Executive Creative Directors, Ogilvy & Mather, said, “The communication is designed to launch Cadbury Fuseas an answer to your craving for a chocolatey feast. We have all been hit by sudden whims and the story here brings alive exactly that in a funny fashion. Joy is in the DNA of chocolate so how could we leave it out of our story.”

     

    In addition to the TVC, the launch of Cadbury Fuse will also be supported by digital and outdoor initiatives.  With a marketing objective of ‘Owning the Commute’, the brand has also rolled out a large scale sampling activity with GoAir, Jet Airways and traditional trade stores.

     

  • Conceptualised by Ogilvy and Mather, the TVC narrates this experience through the journey of a little girl, where all her dreams get manifested into reality at her Lodha home

    Lodha Group urges customers to ‘Find your Kingdom’

    By A Correspondent

     

    Lodha Group launched its first commercial TVC – ‘Find your Kingdom’. Centered on Lodha’s core philosophy of ‘Building a Better Life’, the campaign attempts to establish an emotional connect between consumer aspirations and the lifestyle experience delivered by the brand. Conceptualised by Ogilvy and Mather, the TVC narrates this experience through the journey of a little girl, where all her dreams get manifested into reality at her Lodha home.

     

    The TVC begins with a little girl entering the room, holding a key in her hand. The protagonist first looks through the keyhole inquisitively and smiles before putting the key into the mysterious door and opening it. After which, she is shown passing through the door and entering into a magical home of her dreams. The inspiring VO starts by saying – “Ghar mera ek kile sa hai, Jismein sab kuch bada bada sa hain” and runs throughout the film where it depicts her aspirations of a dream home, with each scene in a poetic manner.

     

    Commenting on the campaign, Viral Oza, Chief Marketing Officer, Lodha Group said, “Our new campaign is in line with our group philosophy of ‘Building a Better Life’. The TVC aims to depict life at Lodha and what consumers can expect from Lodha properties. The poem recital by a little girl about her kingdom conveys that the home you dreamt of as a child can be reality. Just like a kingdom, Lodha properties provide ample green and open spaces, a secure environment, facilities and amenities to improve quality of life and most importantly create communities to instill a sense of belonging.”

     

    Said Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather on the campaign, “Lodha is known for its quality homes, where lots of families live in comfort and luxury with facilities and security.  To me, it’s like living in a fort.  The campaign captures the dreams and desires of people, and offers Lodha as a modern=day fort.”

     

  • Be Bold, Spontaneous and Youthful in every occasion

    Post brand overhaul, Titan Eyeplus unveils new campaign

    By A Correspondent

     

    Titan Eyeplus has been at the forefront of the eyewear category since 2007, redefining standards in product design and retail experience. The brand is poised to set new benchmark again with a complete overhaul of its brand personality.

     

    To mark this change, Titan Eyeplus has launched a campaign which reveals its new tagline, ‘Live the new’. The tagline is an embodiment of the belief system that forms the core of the brand i.e. creating newness in the category by presenting a new brand persona that is youthful, energetic and bold. It reinvents retail experience in the category and products that cater to the requirements of the ever-changing lifestyles of consumers.

     

    The brand personality comes live in today’s TV-led campaign showcasing a shift in the brand’s outlook and reflects lifestyle of the multi-faceted consumers – work, fashion, sport. In a world where spectacles are already seen as an accessory, the brand urges one to choose the right frame for their lifestyle.

     

    Commenting on the new campaign, Vandana Bhalla, Marketing Head and Design – Eyewear Division, said, “Titan Eyeplus is at the helm of an exciting new journey, which is driven by the insight that consumers today lead dynamic and experimental lives. They are constantly on the look-out for brands and products which reflect their lifestyle. The new brand campaign with new products and a refreshed retail experience are part of our strategy to cater to consumers who are constantly looking for new experiences.”

     

    Conceptualized by Ogilvy & Mather, the new television commercial is based on the insight that people’s lifestyles are multi-faceted. The campaign captures the brand proposition – ‘match your frames to your lifestyle’ in an aesthetically stylized film. The film shows three different individuals in different lifestyle settings–athlete at a basketball court, girl in a bar and a working professional at a café. The setting seems to indicate that they are all on a date but the light-hearted narrative reveals that these individuals were talking to spectacles that perfectly match their respective lifestyles, Sport, fashion, work. The film succinctly captures the essence of the new campaign, promising something for every occasion.

     

  • Superstar Amitabh Bachchan to be the brand ambassador for Dr. Fixit

    Big B demonstrates unique features in Dr. Fixit’s latest campaign

    By A Correspondent

     

    Pidilite unveiled legendary actor Amitabh Bachchan as the ambassador for its Dr. Fixit range of waterproofing products and solutions. Bachchan, an icon of the silver screen, will spearhead Dr. Fixit’s flagship campaign and will act as its face across engagement platforms.

     

    The campaign featuring Bachchan was rolled out on India’s 70th Independence Day with a multimedia campaign on digital, TV, retail activations, radio and outdoor.  As a leader in water-proofing solutions, Dr. Fixit aims to create awareness for pro-active water-proofing using modern methods at the beginning stage of building a new house.

     

    Dr. Fixit commercials are known and loved by audiences for their light sense of humor. The new campaign stays true to this approach, with Bachchan bringing his own trademark style and wit to the TVC.

     

    The opening TVC features Bachchan playing himself and portraying a romantic, restless man living in a home that hasn’t been waterproofed and has three beautiful women as neighbors. The TVC begins with him delivering a quixotic, Bollywood-style monologue, and wistfully thinking about his neighbors as water from their apartments leaks into his home. Then the TVC reveals a composed Bachchan wrapped up in a shawl who had been daydreaming about this fantasy. In reality, his wife had made sure that the house was waterproofed with Dr. Fixit at the construction stage itself. Thus, Bachchan’s feelings for his beautiful neighbors remain in his heart due to water-proofing by Dr. Fixit.

     

    Vivek Sharma, Chief Marketing Officer, Pidilite Industries said, “Dr. Fixit is the market leader in water-proofing segment and it continues to play the role of creating the market for water-proofing using modern methods. This involves changing behavior of people through messages that are relevant, persuasive and delivered in a memorable way. Who other than Mr. Bachchan to deliver this convincingly, as he is not only loved and admired by all but also considered a person of immense credibility. ”

     

    Commenting on the campaign, Piyush Pandey, Executive Chairman and Creative director, South Asia, Ogilvy & Mather- says, “No matter what section of the society one comes from, when your home leaks, your feeling of helplessness is identical.  This campaign takes this insight and says it in a very entertaining fashion.  Dr. Fixit is the leader in the category like Mr. Bachchan is, in the world of cinema.  It’s a perfect jodi.  Prasoon Pandey has put together this story in a beautiful and persuasive manner, making the communication watchable again and again.”

     

  • The campaign aims to build awareness for Asian Paints Colour Expert service

    Ogilvy executes new campaign for Asian Paints Ezycolour

    By A Correspondent

     

    Ogilvy has launched its latest campaign for Asian Paints. The campaign aims to build awareness for Asian Paints Colour Expert service and persuade consumers in the painting cycle to try the service by positioning it as a partner who not only tells them of the latest wall/colour trends but also enables them to implement those.

     

    Sukesh Kumar Nayak, Executive Creative Director, Ogilvy & Mather said: “Asian Paints Colour Experts help you understand colour, design and patterns better. The core idea to introduce this service is ‘We help people know their colours better’. To launch this thought we decided to start by helping men express their creativity in decorating their home as it is known that men take lesser decisions about home décor than women do. The brand film is a funny incident of a man who uses this service in the most innovative manner to impress his wife. The core idea will have extension in different mediums like digital and radio.”

     

  • Titled 'Aao Khushiyan Manaye' and directed by Shoojit Sircar, these ad films showcase the silver screen icon celebrating the birthday of Tata Sky with a bunch of children

    Big B wishes Tata Sky in a unique way on its 10th birthday

    By A Correspondent

     

    On the occasion of celebrating its 10th Anniversary, Tata Sky has roped in superstar Amitabh Bachchan to wish all its subscribers with a series of ad films.

     

    Titled ‘Aao Khushiyan Manaye’ and directed by Shoojit Sircar, these ad films showcase the silver screen icon celebrating the birthday of Tata Sky with a bunch of children. Young at heart and in the industry, these films, highlight Tata Sky’s special offering to its subscribers on this joyous occasion.

     

    Celebrating the campaign, Malay Dikshit, Chief Communication Officer at Tata Sky said, “We needed to wish our subscribers a big Thank You on Tata Sky’s 10th Anniversary. Our subscribers come from across the country, cultures and age group. Who would be better than the universally recognized icon – Amitabh Bachchan to deliver the message in a simple and playful manner.”

     

    Sukesh Kumar Nayak, Executive Creative Director at Ogilvy & Mather says, “There can’t be anyone younger at heart then Mr. Bachchan. He was as eager as any other 10 year old at the shoot. It was fun to watch him become a child again to execute this idea and make the 10 year celebration of Tata sky even more enjoyable.”

     

    As a part of the celebrations, all subscribers will get to view over 500 + channels and services that Tata Sky  offers at no additional cost to their on-going subscription between 8th to 21st August 2016. Tata Sky, is also carrying a special ‘Celebrating 10 Years’ logo on its platform.

     

  • The fragrance brand celebrates its French origin

    Skinn by Titan unveils India’s first all-French ad

    By A Correspondent

     

    Skinn by Titan, a range of exquisite French fragrances, has aired an all-French ad film. Highlighting the French origin of Skinns’s range of perfumes, the film was initially aired without subtitles, thus creating intrigue and emphasising the French connect.

     

    The TVC showcases the playful and flirtatious banter between a man and woman at a fragrance store. While the attire and the background score are French inspired; the voiceover is what unfalteringly delivers the #BornFrench message. There are many things to love about the French, but the elegance and charm with which they flirt is perhaps the most coveted of all, which is rightly captured in the ad film.

     

    Kalpana Rangamani, Business Head – Fragrances, Titan, said, “With Skinn, we aim at making fine French fragrances accessible to men and women with our sweet price point. We have seen that perfumery as a category is well accepted among the young, contemporary and well-travelled audience. By showcasing a witty and flirtatious conversation in the ad film, we are appealing to a category of modern consumers who are confident in their own skin and celebrate the nuances of life. The film establishes the French connect of Skinn fragrances which are crafted by master perfumers and bottled in France, which is a testament to the products’ quality.”

     

    Sharing his thoughts on the ad film, Azaz Haque, Executive Creative Director, Ogilvy & Mather, said, “This being Skinn’s second major TV campaign, we were keen to break clutter and get noticed by the consumer in this loud market. With this ad film in all French, we believe the brand will evoke the desired intrigue at launch, which will then be followed by a version with English subtitles on TV and online. It is a very bold and gutsy move by the brand to launch an ad film in a foreign language – a decision we are thrilled and excited about.”

     

    Skinn’s range of Eau de Parfums is crafted by award-winning master perfumers, using the best quality ingredients and bottled in France. The fragrances are available in 1350 outlets in the country – across World of Titan, multi-brand lifestyle and accessories stores, online partners and authorized dealers.

     

  • Ogilvy's V12 ranking goes beyond traditional economist and banking indices and is based upon measures of middle-class growth in terms of income

    Ogilvy & Mather report identifies 12 velocity markets that will reshape global growth

    By A Correspondent

     

    Ogilvy & Mather has launched a new report that identifies 12 velocity markets that will be key to middle-class consumer growth over the next decade. With the BRIC index of markets having outlived its usefulness, Ogilvy’s new ranking provides a fresh perspective on the future of global growth, and challenges some of the outdated notions about emerging markets.

     

    Ogilvy’s V12 ranking goes beyond traditional economist and banking indices and is based upon measures of middle-class growth in terms of income, rather than assets, using a Purchasing Power Parity (PPP) methodology – a measurement widely accepted by the IMF, the UN and the World Bank to equalize the purchasing power of different currencies. Critically, it also assessed markets based upon the velocity of growth and change – an increasingly important factor that some companies have grossly underestimated so far in their global growth plans.

     

    The 12 velocity markets identified herald a shift to South Asia as the epicenter of future middle-class growth. Centered principally in India, but inclusive of Pakistan, Bangladesh, Myanmar, Indonesia, and the Philippines – and extending up to China, and to Egypt, Nigeria, Mexico, and Brazil in the other direction, the Velocity 12 markets represent a vast arc of future growth.   Over the next decade, these 12 markets will be the source of the next billion middle-class consumers, which will create a critical tipping point as the middle-class move from a minority to the majority of the local population in many of these markets.

     

    Miles Young, Ogilvy & Mather Worldwide Chairman: The Velocity 12 research shows the world as it will be in the not too distant future. A billion new middle class members will literally change its shape. It will become, for instance, much more orientated to South Asia, especially India. Most Western businesses simply are not used to thinking this way.  This means finding a new lexicon of growth, as the phrase ‘emerging market’ doesn’t now describe the new realities. ‘Velocity’ better describes the real transformation in these markets.

     

    The Report features the results of a first-of-its-kind middle-class attitude survey conducted across all of the 12 markets amongst 3,600 consumers.  It also addresses a range of V12 social, cultural, technological and lifestyle trends that companies need to know, both to size the prize for their brands and to figure out how to capture it.  This includes identifying the key role that women will play as social change agents and entrepreneurs, with purchasing power crossing cultural, religious and demographic divides. Understanding the progressive Muslim consumer – the Muslim Futurists – as a key consumer segment will be crucial to succeed in the V12. Seeing cities, more than countries, as the unit of invention, entrepreneurship and investment will also alter trade and investment patterns in these markets.