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Tag: Ogilvy & Mather

  • Cadbury Glow is the new luxury gifting brand from MondelÄ“z International and is being introduced first in India

    Cadbury turns focus to ‘glow moments’ in life with new product launch

    By A Correspondent

     

    Mondelez India Foods has announced the launch of its luxury chocolate gift offering Cadbury Glow. Cadbury Glow is the new luxury gifting brand from MondelÄ“z International and is being introduced for the first time in India. To support the launch, the company has introduced a new television commercial. The TVC, through its unique storyline, strives to convey the brand promise of creating ‘glow moments’ – acts of thoughtfulness and imagination which show those who matter to you that they really do.

     

    The TVC created by Ogilvy & Mather opens with the scene of a young couple stuck mid-air on a Ferris wheel during their date. While the wife is enamored by the beautiful night sky filled with stars, the husband seems irritated with this idea. The wife then surprises him with a pack of the new Cadbury Glow, whilst wishing him a happy anniversary. The husband opens the pack of Cadbury Glow revealing the treasure box-like pack to viewers. As the couple enjoys the rich taste of the pralines under the starlit sky, the wife urges him to wave a scarf. As the Ferris wheel suddenly starts moving, the husband realizes how his wife had planned their ‘glow’ moment under the stars. The TVC features celebrities Rajkummar Rao & Aditi Rao Hydari as husband and wife.

     

    Speaking on the launch of the new Cadbury Glow campaign, Siddhartha Mukherjee, Director, Chocolate Category & Media, MondelÄ“z India Foods Limited, said, “Cadbury Glow is an all-year round luxury gifting praline inspired by insight that ‘there is no greater joy than seeing your loved one’s glow when they receive a gift’. The TVC beautifully captures this emotion – as Cadbury Glow along with the thoughtfulness of the wife, creates a moment which the husband cherishes and which brings a warm glow on his face.”

     

    Cadbury Glow is aimed at those who look for a finer, holistic gifting experience and truly cherish the same. The pralines which are specially crafted in Europe are filled with little details that are symbolic of the care that went into creating it. The Cadbury Glow gift boxes are available across metros in pack sizes of 16 pieces (160 g) for INR 400 and 24 pieces (240 g) for INR 600.

     

  • The Mumbai Police along with Ogilvy & Mather and ICICI Bank have come together to alert citizens of the threat

    O&M unveils campaign highlighting terror threat during festival season

    By A Correspondent

     

    Like any big festival, the terror threat lurks close and heavy during Ganesh Chaturthi. The city needs every citizen to be alert. The Mumbai Police along with Ogilvy & Mather and ICICI Bank have come together to alert citizens of the threat.

     

    A film has been launched as a result of an on-the-spot competition was launched. The film had suspicious objects that could be used for terror threats, placed cleverly in the film. The viewers had to spot these objects, count the number and sms their answer. The incentive for correct answer was a gold coin. In this era of gaming, we designed an engaging game that the entire city could play.

     

    Harshad Rajadhyaksha, Executive Creative Director, Ogilvy & Mather Mumbai said, “We are using the medium of film to train the city to be alert during the festival. We are playing on the mindset of the people that they would readily extend their efforts to win a prize. In the end we gently nudge their conscience into doing the same for their safety.”

     

    Kainaz Karmakar, Executive Creative Director, Ogilvy & Mather Mumbai shared, “We needed a lot of like-minded partners to pull off something on this scale. That is where E Suresh came in and he added his enthusiasm and his full support to pull this off. ICICI Bank backed us by agreeing to provide the gold coins.”

     

    The contest is playing across the theatres of Mumbai.

     

  • The company has received over 2,000 design entries from various artists and creative minds across the country

    Absolut receives positive response for design contest

    By A Correspondent

     

    ABSOLUT has received a positive response to its call for entries to design the first ABSOLUT India Limited Edition Bottle. The company has received over 2,000 design entries from various artists and creative minds across the country.

     

    The design entries will be judged by prominent creative personalities such as Piyush Pandey, Executive Chairman and Creative Director, South Asia – Ogilvy & Mather;  Sujata Keshavan Chairman, Brand Union; Bharat Sikka, Filmmaker and Photographer and Arjun Bhasin, Celebrity Stylist.

     

    ABSOLUT is going all out by involving their ardent consumers to vote for their favourite design that they would like to see as the ABSOLUT India Limited Edition bottle. The voting commenced on Tuesday, 19th August, 2014 and will end on Tuesday, 26th August, 2014.

     

  • The branding budget has gone up from Rs 550 crore two years back to Rs 1460 crore.

    Ogilvy & Mather to do branding campaign for Diu & Daman tourism

    By Vishal Dutta

     

    Diu & Daman, the Union territory located near Gujarat’s coastline, will promote itself as tourism destination through a branding blitz to be led by Ogilvy & Mather. The Centre has raised the budget allocation from Rs 550 crore, two years ago, to Rs 1,460 crore.

     

    “In the first week of August, we will unveil a logo for Diu & Daman Union Territory” said Bhupinder S Bhalla, Administrator, UT of Daman & Diu. The union territory is mainly flocked by tourists from dry Gujarat looking for liquor. The new plan will have other tourists interests too.

     

    “We will release the Vision 2020 document for Dadra & Nagar Haveli,” said Mr Bhalla, who was on a visit to Ahmedabad to unveil its first dedicated cycle track in Diu. Already 4.2 km has been build and 7 Km would be completed by 2014 with an estimated cost of Rs 37 crore that would provide connectivity between almost all parts of the city. Similar kinds of projects for Daman and Silvassa have also been planned.

     

    Mr Bhalla, who took charge as Administrator of both the Union Territories in September 2012 and approximately around the same year, when the Union Government increased its annual budget allocation from Rs 550 crore to Rs 1460 crore, he aggressively pursued to increase the infrastructure quality of the UT areas in Daman and Diu and Dadar Nagar Haveli (DNH).

     

    He said that about Rs 400-500 crore has been spend on islands infrastructure upgradation in last two years that includes old and new roads, bridges and other infra projects. While he had awarded long-term (10 to 20 years) solid waste management collection contracts to private players in DNH, the tendering process of Diu and Daman islands would soon get completed.

     

    Modern underground sewage system and solid waste management system will be implemented to develop the region. Silvassa, the capital city of Dadra and Nagar Haveli (DNH), has seen Rs 200-crore investments for tourism projects that include Rs 100 crore for a river front project on Daman Ganga.

     

    “I have to struggle to make others identify the island. Most of them believe that it’s near to Goa, while the reality is that it’s near to Gujarat” said Mr Bhalla. He further adds that Daman & Diu and Silvassa did not do much for developing tourism, but it developed on its own as a tourist destination mainly for the local population from Gujarat.

     

    “But now we intend to make a serious attempt to develop it as a tourist destination that matches global standards,” he said adding that the purpose of having a tourism promotion campaign and branding is to increase the average number of days stay from 1.7 days to 3 days for the tourist, but that can be achieved only if the infrastructure facilities are better in the island.

     

    Daman & Diu and Dadra & Nagar Haveli were under Portuguese rule till 1961.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The campaign focuses on imparting education through television

    TV is good for kids, says Tata Sky in new TVC

    Tata Sky has launched its latest ad campaign ‘Ab Bachchey Seekhein TV se’ (Kids learn with television). The ad is set out to convey the fact that while television is a great entertainment medium, it is equally a good learning aid, helping children gain beyond bookish knowledge.

     

    The campaign is targeted primarily at the parents with children between ages 6 to 12 years, trying to break the myth most Indian parents have on ‘television is only mindless viewing for kids’. One of the three ad films features a young boy stating an interesting fact on how to find out if the eggs are old or new. Similarly the other two ads have two kinder garden aged girls quizzing the audience on facts about ‘rhyming words to orange’ or ‘how to escape a leopard’ that catch you by surprise and leaves you with a smile. All the three ad films deliver the overarching message -Television is good!

     

     

    Vikram Mehra

    Vikram Mehra, Chief Commercial Officer, Tata Sky said, “Kids today are smart, not just studious. Give them the right content in an interesting package and see them absorb the knowledge at lightning speed. Over the last few years, Tata Sky’s pioneering efforts in ‘education through television’ with interactive (Actve) services and a bouquet of infotainment channels have been very well received by subscribers, specifically kids. With this campaign we wish to take the message to markets across the country on how fruitful learning through television can be.”

     

     

    Abhijit Avasthi

    Elaborating on the ad campaign, Abhijit Avasthi, National Creative Director, Ogilvy & Mather said, “If you ask any parent they would say that television and education are like chalk and cheese, rather most will insist that television gets in the way of education. But what we found out in research was quite the contrary. Parents are starting to recognize that there is enough wholesome content on television to supplement their kid’s academic learning, more so in smaller cities where there are very few avenues to give kids holistic education, television plays a role to provide that. Our campaign, ‘Kitna kuch seekh saktein hai bacche TV se’ features kids flaunting the interesting pieces of knowledge that they have learnt from the 13 learning channels that Tata Sky has to offer.”

     

  • The launch of the app coincides with the most awaited football series of the year – FIFA World Cup 2014

    Tata Sky unveils popular app around FIFA WC

    By A Correspondent

     

    DTH player Tata Sky has launched its popular application Everywhere TV on PCs (laptops and desktops) on the eve of FIFA 2014. The Tata Sky ad campaign, announcing the launch of the app coincides with the most awaited football series of the year – FIFA World Cup 2014, which can also be viewed live on Tata Sky Mobile app.

     

    The campaign speaks to at all the football fans in India who don’t have a second TV at home and could end up disturbing their family members by watching FIFA on the common TV in the middle of the night. It shows how football fans can now enjoy their favourite matches on their laptop, anywhere, without disturbing anyone else.

     

    One of the ad films features a husband watching the match on his laptop, sitting in the bathroom to avoid disturbing his wife. Only when he cannot contain his ecstatic appeals on the football match, does the clueless wife get up and locate him. Similarly the other ad film shows a surprised mother coyly walking into her teenage son’s room, when she hears the boy celebrating a ‘Go…go…Goal’ sitting in the cupboard of his room.

     

    Vikram Mehra, Chief Commercial Officer, Tata Sky said, “The Everywhere TV service launch has been timed just before the football World Cup, to ensure that home laptop doubles up as the 2nd TV at home, thus allowing youngsters to watch late night football matches on their laptops with headphones without disturbing their entire family.”

     

    Sukesh Nayak, Executive Creative Director, Ogilvy& Mather also commented on the ad campaign, “If one observes a typical football fan we see that he is not the one to hide his excitement, whether it is his happiness at a goal scored or his anger against a wrong move. Taking this insight we created messaging for Tata Sky Mobile App that lets you watch the live telecast of FIFA World Cup on laptop and other devices. The message was very simple; you could hide and see football but your excitement will still give you away.”

     

  • Cadbury 5Star Chomp's new campaign emphasises on the 'eat state' as its core message

    Cadbury emphasizes on ‘eat state’ with new 5Star variant

    By a correspondent

     

    Cadbury India, part of Mondelez International, has unveiled a new TVC to announce the launch of Cadbury 5Star Chomp. A new entrant under the Cadbury 5Star umbrella, Cadbury 5Star Chomp will offer consumers an irresistible combination of chocolate, caramel and nougat of Cadbury 5Star, along with the crunchiness of peanuts.

     

    Targeted at chocolate-loving enthusiasts across the country, Cadbury 5Star Chomp’s new campaign emphasises on the ‘eat state’ as its core message. The campaign is designed to encourage consumers to enjoy the caramel, chocolate, nougat and peanut bar with inhibited gusto. The TVC seeks to celebrate the manner of consumption of the product and give the consumer a very engrossing eat experience.

     

    Speaking on the launch of Cadbury 5Star Chomp, Siddhartha Mukherjee, Director – Chocolate Category & Media, Cadbury India, said, “As category leaders we see a market making opportunity with Cadbury 5Star Chomp. The product has been developed keeping in mind the evolving consumer palette. Cadbury 5Star Chomp will introduce consumers to a completely new eat experience. Moreover, this launch is an important milestone in the journey of Cadbury 5Star and is expected to widen the brand’s play in the category. We therefore see the launch of Cadbury 5Star Chomp expanding the repertoire of Cadbury 5Star.”

     

    Conceptualized by Ogilvy & Mather, the 42 second commercial is a conversation between a human and a ghost to highlight the heavy engrossing eat. The high-voltage launch rolls out across the country, through a combination of commercials across TV, digital and social media platforms to drive awareness and encourage consumers to bite into the goodness of Cadbury 5Star Chomp.

     

  • The world's largest advertising company is set to buy Bengaluru-based creative agency with the deal valued at over Rs 200 crore

    WPP may buy Temple at over Rs 200 cr

    By Pritha Mitra Dasgupta

     

    WPP, the world’s largest advertising company, is set to buy Bengaluru-based creative agency Temple Advertising, according to people close to the development in the two agencies. They said the deal, which could be valued at over Rs 200 crore, could be signed as early as April 15.

     

    “WPP is currently engaged in 18 to 20 different acquisitions across the Asia-Pacific region and Temple Advertising is definitely one of them,” said a senior WPP executive. “Temple will be merged with Bates CHI & Partners in a bid to pull the agency out of the slump.”

     

    Martin Sorrell

    Martin Sorrell, founder and CEO at WPP, refused comment on the proposed acquisition, saying, “We don’t comment on conjectures.” Emails to Varagur Srikanth, Manmohan Anchan and Vidur Vohra, all directors at Temple Advertising, did not elicit any response till late on Sunday.

     

    Temple Advertising was launched by Srikanth, a former employee of Ogilvy & Mather, in 2003 with a single account, Scullers. The agency, which now has over Rs 10 crore of billings, works for some of the best-known brands in India and abroad including Wipro, Reliance Trends, TVS, Indigo Nation, Manchester United and Scullers.

     

    “If final talks go through on April 15 or 16, the entire process of merger and integration with Bates will be over by July,” said a person with the knowledge of the deal. Following the merger with Bates, the current directors of Temple will spearhead the merged entity.

     

    “The integration will be primarily at the creative department level,” said the person quoted above. This person also disclosed that Sagar Mahabaleshwarkar, national creative director at Bates, is looking to move on. Mahabaleshwarkar refused to speak on the matter.

     

    A mail to David Mayo, CEO at Bates CHI & Partners Asia, also did not receive an reply. Several WPP India agency heads said that Mayo has been running Bates India from Singapore ever since Sanjay Thapar, group CEO at Bates CHI & Partners, quit the agency earlier this year.

     

    “Bates is in a rather laggard state right now. It doesn’t have a proper management, talent, clients and no significant work has come out of the agency in the recent past,” said one of the agency heads at WPP India. Following the merger, both agencies are expected to go through a name change to reflect the new ownership.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Max Life launches three new TVC's highlighting its commitment to superior post sales service and quality of advice

    Max Life unveils campaign that extends brand promise further

    By a correspondent

     

    Leading insurance company Max Life Insurance has announced the launch of a string of new TVC’s with the tagline “Policy dene ke baad humara rishta khatam nahi, shuru hota hai“. The TVC’s are an extension of the company’s brand campaign ‘Aapke Sachche Advisors’, which aims to highlight Max Life’s commitment to superior post sales service.

     

    Anisha Motwani

    Commenting on the launch, Anisha Motwani, Director and Chief Marketing Officer, Max Life Insurance said, “Amongst all the financial instruments, life insurance has the longest relationship term with a customer. In fact, the real relationship with the customer only start taking shape after the policy is bought, and does not end with a transaction being completed. At Max Life we are guided by the principles of Service Excellence towards our customers, hence, providing them with prompt, reliable, and quality services is our top most priority.”

     

    She further added, “Our new TVC’s are thus aimed at establishing a deeper bond with the life insurance industry audience at large. Through these ads we also seek to reinforce the idea of importance of identifying a reliable company, evaluating the correct selling behaviour and service orientation of agent advisors when seeking to buy life insurance products.”

     

    Abhijit Avasthi

    The ad has been conceptualised by the creative team at Ogilvy & Mather. Abhijit Avasthi, National Creative Director, Oglivy and Mather said, “Through this campaign, Max Life Insurance has taken the brand philosophy of “Sachchi Advice” to the next level by highlighting on their commitment towards the customers. The Agent-Devil format worked wonders for the brand in last campaign and we are sure that this time again, with the freshness brought in by lady devil and the agent and new situations, it will bring that smile back on our audience’s faces and an even deeper trust on the brand.”

     

  • In its latest campaign , the brand seeks to add a zing factor to snacking by showing a group of youngsters enjoying a snack together with a bottle of Fanta

    Snack time is play time, says Fanta

    By A Correspondent

     

    Having splashed their bubbly characters across television screens all of last year, beverage drink Fanta is back with a renewed proposition this time too.

    In its latest communication campaign — Snack-time Fanta-time, the brand seeks to add a zing factor to snack time by showing a group of youngsters enjoying a snack together with a bottle of Fanta. What would be new this time around would be the introduction of a new character – the mom – who would be essaying a central role in the campaign.

     

    Speaking on the launch of the campaign, Debabrata Mukherjee, VP – Marketing & Commercial at Coca-Cola India & SWA, said, “Snack times are moments full of play and fun energy that represent brand Fanta. Our global body of work on Fanta ‘Play’ has been appreciated world over and this year, we have taken the core proposition further by building in local consumer insights set in the Indian context.”

     

    The new campaign has been conceptualized by Ogilvy & Mather led by Ajay Gahlot, Executive Creative Director; Shailendar Mahajan, Senior Creative Director and Riazat Khan, Creative Director and produced by Nomad Films. The lyrics have been written by Amitabh Bhattacharya and music composed by Vijay Antony. With its upbeat and playful tempo, the jingle has been rendered into seven languages including Tamil, Kannada, Telugu, Punjabi, Hindi, Marathi and Gujarati.

     

    Speaking about the campaign, Ajay Gahlaut – Executive Creative Director, Ogilvy & Mather said, “Fanta is a brand that offers a lot of creative fulfillment. This time around, we got an opportunity to produce a TV commercial with the famous Fanta characters to suit Indian sensibilities.”

     

    The new campaign will reach out to the consumers through an array of touch points including television ads, outdoor, radio, activation and social media.

     

  • With agencies going in for their internal awards, that's the question many seem to be asking in adland

    Is it Goodbye Abby given internal & international awards?

    By Pritha Mitra Dasgupta & Shambhavi Anand

     

    What happens when an industry loses its faith in its own awards? In the case of Indian advertising, agencies seem to have found a solution by launching inhouse awards.

     

    While Lowe and Partners launched ‘The True Show’ a few years ago, Ogilvy & Mather just held its first internal award, the Envies.

     

    With other agencies too planning their own inhouse celebrations, does this mean that the days of the industry awards such as the Abby are numbered? “I don’t think so,” says Arvind Sharma, president of Advertising Agencies Association of India (AAAI) that organises Goafest where the Abby awards are conferred.

     

    “The last 25-30 years that I have seen, big agencies tend to pull out of award shows. In ad award shows big agencies don’t count.

     

    It is the creatively hottest agencies that matter. People have come and gone in Goafest. While that decision should be respected, it has no bearing at all on the future of the show. The show will go on.” But the advertising industry remains divided.

     

    Piyush Pandey

    Piyush Pandey, executive chairman and creative director at Ogilvy & Mather India and South Asia, says that his and other agencies are sending out a message to the organisers of industry award shows by holding their own in-house awards. “If the industry comes up with an award show which is believable and credible then we will participate,” he says.

     

    R Balakrishnan, chairman and chief creative officer of Lowe Lintas, says that message has been going out for a while, but the ad fraternity hasn’t got it yet.

     

    R Balakrishnan

    “Advertising has a purpose and how creative you are is that purpose. Who better than the agency that has created it to judge it,” he says, predicting that winning an Envie will make creatives at O&M happier than winning an industry award.

     

    Raj Kurup, founder and creative chairman of Creativelandasia, which pulled out of Goafest this year, has been vocal about scam ads in Goafest and how the event has lost its focus. “Whether it is an internal award or an industry award, I would welcome anything that celebrates fantastic real work that has made difference to the business,” he says.

     

    Sajan Raj Kurup

    Leo Burnett, which has a global assessment team and a unique scoring pattern that evaluates the agency’s internal work, has planned something special for its Indian winners in 2014.

     

    “We have very big plans for Cannes Lion 2014 and we are planning to send 25 people including creative, account management and planners.

     

    Saurabh Varma

    Teams that will score high in internal assessment will be a part of this, so will be the employee of the month and the previous Cannes Lion winners,” Saurabh Varma, CEO at Leo Burnett India, says.

     

    While a senior official in Leo Burnett says that the agency will not participate in Goafest 2014 because it has shifted its focus to Cannes Lion 2014, Mr Varma says, “We are still making up our mind on Goafest.”

     

    In fact, there are many in the industry who believe that while internal award shows of Lowe and O&M make a great statement, the industry award shows will co-exist. Josy Paul, chairman and chief creative officer at BBDO India, believes the two should not be combined.

     

    “This is O&M seeking external input and I think it’s gonna be respected for that. If more people do things like this, it just shows the industry is more united,” he says.

     

    Rohit Ohri, executive chairman at Dentsu India Group, says the Goafest is a larger forum for discussing industry issues.

     

    “So there is nothing like loosing sheen. But yes the competitive spirit that agencies like Ogilvy bring about will be missed,” he says. Agrees Vandana Das, president at DDB Mudra Group.

     

    “Old forums such as Goafest are places where great minds get together to celebrate great work. But it is not necessary that there will be only one such forum. There can be more,” she says. Like all other issues, the Indian advertising industry will remain divided on this one.

     

    But if there is one agenda where they unite, it is that the industry bodies should introspect the reason for the plight of the agencies from the award shows and try and bring them back.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Ogilvy & Mather acquire a majority stake in Hyderabad-based PennyWise Solutions

    Ogilvy gets PennyWise. Acquires majority in digital co

    By A Correspondent

     

    Ogilvy & Mather announced it has agreed to acquire a majority stake in PennyWise Solutions Pvt Ltd, a leading digital technology and production company.

     

    PennyWise will serve as the digital technology and production centre of excellence for Ogilvy& Mather in India. It will power best practice digital delivery for the agency’s India network as well as the O&M APAC network. The Hyderabad-based firm was established by current CEO Anand Morzaria in 2003, and has grown from a six-member start-up to 140+-staff leader in digital delivery.

     

    Piyush Pandey

    Said Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia: “Creative is the soul of Ogilvy. And digital is today’s opportunity for creative expression. Digital is a critical growth pillar for Ogilvy India. As we build digital services, talent and thinking across the organisation, we also need partners with different skills.PennyWise are, quite simply, the best digital technology and production professionals in the business. This is a strategic investment. It will combine the digital skills and services of both companies to deliver solutions for our clients across India and APAC.”

     

    PennyWise has a global customer base, covering Europe and North America, as well as India.  The current client portfolio includes Vodafone India, Johnson & Johnson and WPP Agencies including Ogilvy & Mather, Soho Square and a host of others.

    Said Anand Morzaria, CEO, PennyWise Solutions: “This partnership will help us combine our deep and proven expertise in developing digital and new media technology solutions with Ogilvy’s own offerings for clients across India and other APAC markets.”

     

    Kunal Jeswani

    Kunal Jeswani, Chief Digital Officer, Ogilvy India added: “Ogilvy represents excellence in digital strategy and ideation. PennyWise represents excellence in digital technology and production. They are exactly the kind of partner we were looking for.