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Tag: Ogilvy & Mather

  • Hindustan Unilever has instructed television channels and other media houses to stop advertisements of the brand from next week

    HUL takes Knorr instant noodle TVCs off the air

    By Pritha Mitra Dasgupta

     

    The entire noodle category advertising in India stares at a complete blackout. Following Hindustan Unilever’s (HUL) decision to stop the production and sale of Knorr Chinese instant noodles, the company has now instructed television channels and other media houses to stop advertisements of the brand from next week.

     

    On Wednesday, HUL said it would withdraw the product, which it introduced in February. “On June 11, the company informed its media agency and media partners to withdraw the Knorr Chinese instant noodle commercial from Sunday,” a senior executive at a broadcast company said on the condition of anonymity.

     

    Knorr is currently running two noodle television commercials — Chinese noodles and Soupy noodles — featuring master chef Pankaj Bhadouria. “But it is only the Chinese noodle commercial that will go off air and will be replaced by other HUL brand commercials,” the executive added.

     

    While Lowe Lintas is the creative agency, GroupM is the media agency of Knorr noodles. HUL’s spokesperson, however, said it has taken the ads off air with effect Thursday. This is because it has decided to stop production and sale of the Knorr Chinese range of instant noodles till its product approval application is cleared by the Food Safety and Standards Authority of India (FSSAI), the spokesperson said. Last week, Nestle directed broadcasters and other media companies to stop its Maggi brand’s advertising from June 7, after it decided to pull the product from the market following findings by authorities that some packets contained excess lead.

     

    Media planners said with HUL deciding to withdraw the Knorr commercial, the number of noodle advertising will reduce by half. The other two prominent brands in this category are ITC’s Yippee noodle and Capital Food’s Chings. According to media planners, the instant noodles category spends about Rs 200-220 crore on advertising and most companies spend 10-12% of their total sales on advertising.

     

    “Maggi alone spends nearlyRs 150 crore and Knorr will be another Rs 15-20 crore. So, with these two brands ads disappearing, the noodle sector ads will go down significantly,” said a senior media planner.

     

    Instant noodle brand ads are mostly skewed towards television advertising and use general entertainment channels, kids channels and music channels. “The other brands like Yippee and Chings will cut down on the advertising and lie low for a while. They definitely don’t want to grab the attention for the wrong reasons,” said another media planner.

     

    However, an ITC spokesperson said the company will continue with the current marketing plans around Yippee. “There are no adverse reports on ITC’s Yippee noodles from any state and therefore marketing plans for this category remain unchanged,” said the spokesperson.

     

    While Ogilvy & Mather is Yipee’s creative agency, Madison World is its media agency. Another aggressive advertiser in this category is Chings, which is endorsed by actor Ranveer Singh. On May 27, the brand launched an ad film featuring the actor to fight hunger among school children in India, with the ‘India Ke Hunger Ki Bajao’ campaign.

     

    The campaign, conceptualised by Yash Raj Films (YRF), is a global fundraising drive initiated by Ching’s Secret (and YRF) with not-for-profit organisation Akshaya Patra.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

  • The campaign serves as an invitation to the Indian consumers to express themselves in a genuine and authentic way

    For Ballantine’s, it’s about ‘Staying True’ through new positioning

    By A Correspondent

     

    Ballantine’s announced the launch of a new strategic brand positioning – ‘Stay True’ and an accompanying marketing campaign. Ballantine’s has associated with Gabriel Macht, famed actor from TV series ‘Suits’ for its new advertising campaign ‘Stay True, Leave an Impression’ targeted exclusively at India market.

     

    Conceptualised by Ballantine’s, the ‘Stay True, Leave an Impression’ campaign serves as an invitation to the Indian consumers to express themselves in a genuine and authentic way. Authenticity, self-belief and conviction are at the heart of this new campaign. The video-led campaign will be integrated across print, digital and outdoor media.

     

    The entire video film is about two worlds: the world of self-belief and staying true juxtaposed by a world of sycophants with shifting loyalties. The tension between these two worlds is what brings out the brand idea of leaving a mark by being yourself, of making it to the top on your own terms.

     

    The film does this through a depiction of a ‘day in the life of’ the corporate world – the charades, the fake smiles, the pretentious jokes and the ‘yes man-ship’ that plays out every day – as seen through the eyes of our protagonist during his journey through a typical corporate office.
    Commenting on Ballantine’s new campaign, Kartik Mohindra, Head – International Brands at Pernod Ricard India said, “George Ballantine stayed true and left an impression with the whiskies that he created. With this campaign, we want to continue his legacy by creating a platform that celebrates Ballantine’s and its founder’s intrinsic values. We hope to inspire people to have conviction to stay true to themselves, to follow their passions and to remain as genuine and authentic as they can be.”

     

    Sharing his thoughts about the campaign, Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, New Delhi said, “There are the movers and the shakers who are here today and gone tomorrow. Their allegiances are based on self-gain and change with changing winds. And then there are those few who quietly go about doing what they believe in, undeflected in purpose and unswayed by criticism. These are the ones who are remembered. They are the ones who leave an indelible mark on time. They are the ones who lead by example. This film is about them.”

     

  • The truth is, Western Classical music is enjoyable at every age

    O&M unveils campaign for NCPA & SOI

    By A Correspondent

     

    O&M has unveiled a campaign for The National Centre for the Performing Arts (NCPA) and the Symphony Orchestra of India (SOI) that highlights the importance of classical music to the audiences.

     

    For decades, this genre has been dressed up in tailcoats, serious expressions and a preconceived notion that it is meant for a generation ‘much before mine’.But the truth is, Western Classical music is enjoyable at every age.That’s the truth the NCPA and SOI wanted Ogilvy & Mather to illuminate, through this film created especially for the online world.

     

    Zenobia Pithawalla – Executive Creative Director, Ogilvy and Mather said, “The best thing about this idea is that to address the client’s concern, we borrowed from their pool of talent. These young students of the NCPA and SOI dived right into the heart of preconceived notions about Western Classical music, to change them, one note at a time. Thanks to the patience and dedication of our young director Afshan Shaikh we were able to bring the idea to life.”

     

    Navin Talreja of Ogilvy& Mather said, “As an agency we are passionate about the performing arts and hence this campaign for the NCPA and SOI. Western Classical is seen as music for older people and so the brief was to get younger audiences in. We felt what better way than to showcase the wonderful talent of the kids who are part of the SOI’s training programmes to inspire the younger generation to come and experience the wonderful Western Classical concerts that are performed at the NCPA.”

     

  • The TV campaign has two distinct TVCs showing the human nature of lying to hide their mistakes

    Ceat unveils campaign to promote tubeless tyres offering

    By A Correspondent

     

    Ceat Tyres has unveiled a new campaign to promote its new tubeless offering. The primary focus is to highlight the benefits of the tubeless tyres by showing the hazards of tubetype tyres through relevant consumer insight.

     

    Ceat typically is a brand built around on-road insights, be it the ‘idiots’ campaign or the more recent Irrfan Khan ‘superstitions’ one. The challenge was to find out an on road insight that would move bike riders from tube type to tubeless tyres. The challenge led the team to do detailed consumer research to understand their issues with a typical tube type tyre. In keeping with Ceat’s brand core, the brand had to showcase day-to-day incidents to tell the story which would also add an element of mass appeal to the TVC.

     

    The TV campaign has two distinct TVCs showing the human nature of lying to hide their mistakes. At the same time, the campaign will also highlight how tubetype tyres are prone to accidents and these hassles that can be avoided due to the use of Tubeless Tyres. The first TVC shows the wife applying first aid to her husband who claims to get into a fight for a good cause to while the truth is that a puncture in his tubetype tyre causes the accident. After a while, his son complains about the puncture he notices in the bike. The second TVC shows a teenager lands up in a hospital where he is being treated by a cute nurse. The ad progresses integrating dual communication where the teenager lies about the accident to the nurse to impress her and avoid embarrassment while the visuals reveal the truth behind the incident.

     

    Arnab Banerjee, ED-Operations, CEAT Limited said, “The tubeless tyre market for Motorcycle is poised for rapid growth given safety and convenience associated with Tubeless tyres. We see a strong fit of Tubeless proposition with the safety platform that CEAT consistently stands for. With bike manufacturers also starting to migrate to Tubeless across segments, we felt this was the right time to popularize our tubeless range through a dedicated TV campaign.”

     

    Anup Chitnis, Executive Creative Director, South Asia, Ogilvy & Mather said, “The campaign insight came from a very real biker behavior. A fall from his bike hurts a biker deeper than any bruise on his body; it hurts his ego. And more often than not, it leads to dire consequences – he’s typically asked to forego riding the bike in future and travel by ‘safer’ alternatives, viz. a bus or an auto. For the younger lot, it’s the mother and for the middle aged men, it’s the wife who they dread the most after a fall. In fact, they’ll go out of their way to hide it, even make up stories. We brought alive two such relatable stories entertainingly.”

     

  • The winners emerged from 92 finalists across 36 categories

    Havas, O&M, Lowe Lintas win big at APAC Effies 2015

    By A Correspondent

     

    APAC Effie Awards 2015 announced the winners at an Awards Gala held on 10 April 2015 at the Four Seasons Ballroom Singapore.

     

    Hosted by veteran actor and comedian Pam Oei and attended by some 170 marketing professionals from around the region, the awards gala presented a total of 61 Awards – 1 Grand Effie, 17 Golds, 19 Silvers and 24 Bronzes. The Grand Effie was awarded to Havas Worldwide and Child Survival India for their campaign “No Child Brides”.

     

    The winners emerged from 92 finalists across 36 categories and the coveted Agency of the Year Award went to Ogilvy & Mather Mumbai who picked up 8 awards – 2 Golds, 4 Silvers and 2 Bronzes. Lowe Lintas + Partners, India and DDB Auckland came in second and third respectively.

     

    Ogilvy & Mather was named the Agency Network of the Year, picking up a total of 4 Golds, 4 Silvers and 4 Bronzes from its agencies in the region followed by BBDO Worldwide and Lowe & Partners.

     

    India was the biggest winner walking away with a total haul of 18 awards, including the Grand Effie followed by Australia and New Zealand with 15 and 11 awards respectively.

     

    Awards Chairman Jarek Ziebinski said, “’Awarding Ideas that Work’ may sound like a simple concept but winning an APAC Effie is more than just an accolade. It is an affirmation of being the best in the Asia Pacific region, a true recognition of an agency’s expertise in delivering marketing campaigns that work and achieve results. This is the core reason our creative industry exists.  It also further validates a successful two-way collaboration between clients and agencies and the synergies that arise from it”.

     

    The APAC Effie Awards is organised by the Confederation of Asian Advertising Agency Associations (CAAAA) and Tenasia Group. Mr Harris Thajeb, CAAAA Chairman said, “ We are impressed with the high quality of work submitted.  The Asia Pacific region has again proven its relevance by continuing to improvise and explore new ways through the use of new technologies and fresh ideas to create an impact in their marketing communications and it is through this celebration that we honour marketing effectiveness excellence and recognise the success of these marketing campaigns”.

     

  • They put in their papers last week and will serve notice till the end of April

    Navin Talreja & Kawal Shoor quit O&M to launch agency

    By Pritha Mitra Dasgupta

     

    Senior Ogilvy & Mather executives Navin Talreja and Kawal Shoor have quit to launch their own advertising agency. Both Talreja, president at O&M Mumbai & Kolkata, and Shoor, national planning director at O&M India, confirmed the development. They put in their papers last week and will serve notice till the end of April.

     

    The industry is abuzz with speculation they will join hands with Abhijit Avasthi, erstwhile national creative director of O&M who quit to launch his own venture along with ex-colleague Sonali Sehgal. Talreja and Shoor, however, denied it. “Let’s get the elephant out of the room. Kinu (Avasthi) is a great guy, but at the moment Kawal and I would like to go at it alone and start our own company and be on that adventure,” he said.

     

    Shoor said, “Navin and I are still talking about how to shape our new shop. And I desperately want to refrain from clichés (‘different’, ‘new kind of agency’, etc). We will let our work speak. The one thing we’re clear is that we will not chase numbers.”

     

    While Shoor has spent 21 years in O&M, Talreja has worked with the agency for 18 years. Overall, they have 40 years of experience in advertising and communications business with expertise in planning, business development, client servicing and administration. The duo is now looking for a creative partner for the new venture. “A creative partner (or partners) is crucial, and, thankfully, a few good minds are keen, but it’ll take alot more to build the kind of place we’re dreaming of. Navin and I will try to find some unconventional partners, as unless you have new kind of people, you won’t get new kind of work,” said Shoor

     

    A senior agency head, talking on condition of anonymity, feels Talreja and Shoor should join hands with Avasthi because they don’t have the creative expertise to start a new agency. Also, the duo shares a great rapport with Avasthi, the person said. “It only makes sense if they come together,” he said. But all the three have said there’s no chance of that happening. “I am not teaming up with Kawal and Navin to form a new agency,” Avasthi said. The news of Talreja and Shoor exiting O&M came to light on the eve of the 60th birthday of Piyush Pandey, executive chairman at the agency. “I have been out of Mumbai for the past five days and, hence, Navin and Kawal are yet to tell me what they are planning to do. But they are not joining hands with Abhijit,” Pandey said. “I can also say that they won’t do anything that is against the interest of O&M.”

     

    Some top officials, meanwhile, suggested Talreja quit because O&M recently went through a senior management restructuring following which Kunal Jeswani was made the CEO of the agency and Talreja didn’t get any prominent role. But Talreja said, “The reason to move on is a feeling that the time is right to try and do something new and exciting on my own.

     

    Do it at our own pace and scale and to enjoy a different kind of journey by challenging oneself.” Talking about the two exits, Jeswani said, “Change is inevitable. It keeps us sharp and makes us stronger. The transition is being worked out and should be completed in a month.”

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • XRBIA Developers Ltd is focused on building world-class cities that offers futuristic and sustainable housing solutions to every Indian

    O&M to handle creative mandate for Xrbia Developers

    By A Correspondent

     

    XRBIA Developers has awarded their creative mandate to Ogilvy and Mather with effect from April 2015.

     

    XRBIA Developers Ltd a unique housing brand established in the year 1996, is focused on building world-class cities that offers futuristic and sustainable housing solutions to every Indian. Promoted by Eiffel Group, XRBIA is headquartered in Pune – India with realty footprints spanning across Pune and Mumbai with over 6 million sq. ft. of existing development and 20 million sq. ft. of planned projects. The spends of the group is pegged at INR 80 crore for the current financial year

     

    Confirming the news, Rahul Nahar, Chairman and Managing Director, XRBIA Developers Ltd said, “Constant innovation and creative thinking have been the cornerstones of our value offerings and we found a perfect partner with Ogilvy & Mather as the extension of our creative team.”

     

    Kunal Jeswani

    Kunal Jeswani, CEO, Ogilvy & Mather, said “What excited me was the idea that they are bringing future ready homes to India.  Looking forward to this partnership.”

     

    XRBIA aims to provide sustainable housing solutions for every Indian and meet the need of infrastructural shortage by building 100 futuristic cities by 2030, out of which they have already announced the launch of 10 smart cities strategically located in value housing segment in the Mumbai Pune corridor.

     

  • The core thought of the campaign has been customised to engage the digital audience as well

    Mentos takes the cheeky self-deprecating route for new campaign

    By A Correspondent

     

    Brand Mentos from Perfetti Van Melle, India has announced the rollout of its new campaign that highlights new product features. The new Mentos is now bigger and softer – the same will be communicated by Ogilvy & Mather through a series of announcer films.

     

    The television commercials revolve around characters that have no need for fresh ideas: entities like chicken, babies or potted plants. So, when the announcer enthusiastically explains to them how much better Mentos has now become, the characters shrug him off and continue with their lives. Then follows the campaign thought “They don’t seem to care, but you will.”

     

    “This cheeky self-deprecating route is a fun way to announce the product developments without sounding too ad-like,” shared Anurag Agnihotri, ECD, O&M.

     

    The campaign is also being backed by a strong 360 degree extension. The core thought of the campaign has been customised to engage the digital audience as well. This will be seeded on social media and multiple platforms like Youtube, Vuclip etc.

     

    Commenting on the launch, Preeti Bhatnagar, Category Head, said “Mentos has been an aspirational brand for consumers for over a decade and has lived up to their expectations across all touch points. The new Mentos commercial is an announcer film highlighting the product improvement but does not look anything like a typical announcer. It has every bit of quirk and fun that all Mentos advertisements have. We are extremely excited and are quite confident that this will strengthen the brand core.”

     

  • Tourism ministry floats tender of Rs 200 crore for Incredible India campaign for agencies with revenues of at least 100 crore

    Incredible! Given min rev pre-condition of Rs 100 cr, only Big 5 can pitch for tourism min biz

    By Pritha Mitra Dasgupta

     

    The tourism ministry has floated a tender for the Rs 200-crore Incredible India campaign, inviting bids from advertising agencies with revenues of at least Rs 100 crore, a condition that rules out participation of mid-sized firms such as Contract, Rediffusion Y&R, Everest, Bates CHI, Grey or any Indian-owned agency like Concept group of companies and other smaller boutique shops.

     

    While the ministry runs this campaign every year, in the international leg this year it wants to focus especially on new markets like Russia and CIS countries, the Middle East and South America, among others.

     

    “The bidding agency must have a cumulative revenue from creative work equivalent to Rs 100 crore or above in the last three financial years. In addition, the creative agency should have handled at least one creative account in any field, with revenue of over Rs 5 crore, in any one of the last three years,” says the tender notice.

     

    The ministry has also stated that the agencies will have to submit an earnest money deposit (EMD) or bid security of Rs 50 lakh. This will be returned to “unsuccessful bidders…within one month of issue of the work order/contract to the successful bidder”.

     

    According to the head of a non-participating agency, if the guidelines are strictly followed, only five agencies in India can bid for the account. These include Ogilvy & Mather, J Walter Thompson, McCann Erickson, Lowe and FCB Ulka, said the agency head, who did not wish to be named.

     

    “This is extremely discouraging for agencies at a time when Prime Minister Narendra Modi is emphasising so much on patriotism and ‘Make in India’. With this tender, the ministry has alienated almost the entire advertising fraternity,” the agency head added.

     

    The ministry briefed a few agencies at a meeting in Delhi earlier this week and gave them time till February 9 to submit their proposals.

     

    “The selected agency should be able to provide a creative vision and strategy for taking forward the Incredible India campaign of the ministry of tourism,” the tender notice says, adding, “The agency would also be responsible for taking over the content, inventory of films and other creatives from the creative agency which handled the account of MoT and maintaining the same.” The Incredible India campaign was launched in 2003 by Ogilvy & Mather.

     

    In 2006, Grey won the account while a part of the business went to Wieden+ Kennedy. But O&M won back the account in 2012 following a multi-agency pitch and it is seen as a frontrunner this time round as well.

     

    The ministry runs the campaign in both domestic and international markets.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • After regisning as managing partner and chief creative officer at Havas Worldwide India, Satbir will join FCB Ulka next month

    Satbir Singh to join FCB Ulka as CCO

    By Pritha Mitra Dasgupta

     

    Satbir Singh, managing partner and chief creative officer (CCO) at Havas Worldwide India, has submitted his resignation at the advertising and marketing agency. He will join rival agency FCB Ulka as CCO with effect from February.

     

    Confirming the development, Nagesh Alai, chairman at FCB Ulka Group, said Mr Singh will be a great addition to FCB Ulka’s leadership team. Mr Singh will replace K S Chakravarthy, popularly known as Chax, who quit FCB Ulka as national creative director last year. He will be relocating to Mumbai from Delhi for the new position. “FCB is amongst India’s largest agencies for a reason. My mandate is to persist with the good things, sharpen the others and add digital edge to our offering,” Singh said. “Clearly it’s time for smart, digitally-savvy large agencies to create work that speaks to people in their preferred medium, whether it’s a 30-inch screen or a 4-inch one,” he said.

     

    Before joining Havas in 2005, Singh worked at Ogilvy & Mather as creative director; Leo Burnett as associate creative director and Grey, where he started his advertising career about two decades ago.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Effie 2014 saw Ogilvy & Mather as 'Agency of the Year' and Hindustan Unilever as 'Client of the Year'

    Ogilvy flag flies high as India’s Most Effective

     

    By A Correspondent

     

    It was a victory that was sweeter than ever before. For, after having been beaten by Lowe Lintas last year, taking away the ‘Agency of the Year’ title at Effie 2014 was a huge morale-booster. While Ogilvy has always prided itself as one of the most creative advertising agencies in this part of the world, awards for effective advertising that are the most coveted. For, while good advertising by definition ought to be effective, creativity has traditionally been regarded as more cool.

     

     

    Creativity v/s Effectiveness… what’s more important?

     

    Piyush Pandey, Executive Chairman and Creative Director, Ogilvy:

    I ‘ve said this many times, we aren’t artists, we are commercial artists. We’re paid by somebody to do a certain job for them . We use creativity to make them look better. I’ve never forgotten that in my life and I never will. The day I want to mash mangoes and stick then on my wall because I love them, I will do that but I’ll do that in my house, but not on someone else’s money.

     

    My creativity is meant to make someone attain that objective that I’m being paid for. My creativity is useless if the person’s job doesn’t get done. Someone is paying and they must get the result. That’s the business I chose to be in. 

     

    Rohit Bhasin, Vice President (Skin Care) – South Asia: 

    If creativity is not effective, it ‘s not great. I have never seen a great creative which is not effective because I don’t define advertising as that. Advertising – if effective – is very creative, not the other way round.

     

    Historically , Unilever has been a company that has made iconic advertising. Whether it is the Lalitaji of Surf or Bhala Uski Sari Meri Sari Se Safed Kaise for Rin to the work we’re doing now… it has always been based on a strong human insight. What I’m trying to say is that if advertising is based on strong human insight, it would be creative and effective. 

     

    “The Effies are the gold standard in effective communication. This year’s judging was extremely stringent in accordance with the global Effie standard set by our counterparts in New York,” said Pratap Bose, President, The Advertising Club on the awards as he kicked off the event’s proceedings.

     

    “I think creativity is extremely important but the importance of ideas is paramount – and that is what Effie stands for,” said Ajay Kakar, Chairman of the Effie Committee. When asked what is it that makes both Lowe and Ogilvy participate in the Effie given that they been staying away from the Abby creative awards, Kakar, who has been heading the award for four years, said matter-of-factly: “Effectiveness has won, so therefore Effie has won.”

     

    Added a senior industryperson requesting anonymity, “The fact that there is no controversy and it sees participation from 60-plus agencies with all the big ones participating and the clients themselves in attendance at the award speaks a lot about the awards. One only hopes that the Creative Abby too sees an equally enthusiastic participation.”

     

    The Effie is not just for the agencies alone and advertisers are also awarded jointly. Said Samir Singh, Executive Director, Personal Care, Hindustan Unilever Ltd: “It feels good to be the Client of the Year because this is the second time for Unilever in succession.”

     

     

    Effie 2014 has indeed been big for Ogilvy given that the parent Ogilvy & Mather India has come up tops with 173 points and younger sibling Soho Square was #5 with 34 points including the Grand Effie for the Bharatiya Janata Party (BJP) election campaign.

     

    Last year, in Effie 2013, Lowe Lintas was ahead of Ogilvy by 35 points, and this year the difference was similar: 31 points as Lowe Lintas generated 142 points (See Table). This year, in line with international Effie standards and in discussion with all participating agencies, marks were added for Finalist and Contributing Agency The heartening news for Lowe Lintas is that it won seven of the total 11 golds awarded at the Effie.

     

     

    What next? Hindustan Unilever and Singh in particular are looking forward to a hat-trick of wins next year. Ogilvy should be hoping that the top slot will also see the global rankings go up.

     

    Meanwhile, all eyes are on the Abby Awards hosted by the Advertising Club which are part of the Goafest to be held in April this year. Will Ogilvy and Lowe participate in that? As of today, the answer is “unlikely”, but, then, you never know.

     

    Big Story main image and all photographs by Abhinav Kocharekar/Courtesy DNA

     

  • The film showcases a kid who won't stop at anything while he chases his dream

    O&M unveils new campaign for KFC’s new offering Flaming Crunch

    By A Correspondent

     

    KFC has launched an ad film that showcases their new offering Flaming Crunch. The film has been conceptualised by Ogilvy & Mather

     

    The film showcases a kid who won’t stop at anything while he chases his dream. It is an ode to all those who have passion for something and they don’t stop pursuing their passion because of the obstacles that they face, while chasing their dreams. It talks about the “Fire in the belly” that keeps people like these going. The creative expression i.e. ‘feed your fire’ captures the spirit and also connects back to the product.

     

    The film encapsulates the journey of the kid who was a basketball star in his school and along the way he finds himself in uncharted waters while being benched. In the end he re-gains lost ground by overcoming the challenges that were thrown at him.

     

    Dhruv Kaul, CMO, KFC India said, “With this campaign the intent was to go back to the core and build flavour innovation that is in line with evolving consumer trends. Made from the hottest (ghost pepper) naturally grown chilli of the world, Flaming Crunch is a product that ignites your taste buds and fires your passion!”

     

    Kapil Arora, President – North, Ogilvy & Mather quoted, “The new KFC ‘Flaming Crunch’ is the result of great tasting KFC chicken meeting the hottest natural chilli known to man. We were tasked not just to highlight the unique, fiery nature of the product, but also relate it to the lives of today’s youth. The resultant creative expression i.e. ‘feed your fire’ and communication do just that – talking to youth characterised by a fire in the belly; to those who don’t stop till they get to their goal.”