MxMIndia

Tag: Ogilvy One

  • The shortcomings from the research catapulted the gaps in gender equality and violence against women, men and others in general

    Love Matters joins hands with Ogilvy One to bash sexism in Bollywood songs

    By A Correspondent

     

    More than 63 per cent of urban Indians listen to music online notes a research conducted by JuxtSmartMandate, And the most preferred genre is Bollywood. The impact of which is so strong that people have started imbibing its influence on their consumer habits. Not just that, a large number of these songs has had a direct impact on the behavior of young listeners.

     

    The shortcomings from the research catapulted the gaps in gender equality and violence against women, men and others in general. These learning’s pushed Love Matters India to launch a campaign created by OgilvyOne, on addressing how popular media and Bollywood is unwittingly propagating sexism and gender inequality through songs.

     

    The campaign, #NotMusicToMyEars,was strategised after keeping in mind the recent events of censorship and acts of atrocities against women in India.While everyone loves dancing to a soul-stirring song, the lyrics often go unnoticed. And it doesn’t take much of an effort to discover just how many popular songs have lyrics that are down-right derogatory of women’s rights and even their bodies. Love Matters aims to break this pattern and ensure that pop culture is aligned to ethics of gender equality and respect.

     

    Said Vithika Yadav, Country Head of Love Matters India: “#NotMusicToMyEars is crucial for young people as we see more and more of them accessing the digital space. Entertainment and media has been a huge influencer in India, and we’ve realised that the gaps in gender equality and other taboo issues could be filled if we start sensitizing these spaces. It is very important to raise a voice on such songs as they do not fulfil any substantial goals, but lead to further stereotyping.”

     

    Added Burzin Mehta, Group Creative Director, OgilvyOne: “It’s sometimes so easy to get carried away with the music we all love to hear, the lyrics almost don’t matter. And before we know it, they’re part of our collective sub-conscious. #NotMusicToMyEars aims to focus the spotlight on lyrics, which if we paid attention to, would make any of us cringe. Hopefully, it’ll get the attention of the folks that matter. And result in songs we can dance as well as sing out aloud.”

     

  • The all-new Transferkar's campaign provides solution to watch recorded content on the move

    Tata Sky launches digital campaign for ‘Tata Sky+ Transfer’ STB

    By A Correspondent

     

    Tata Sky has launched its first digital-only campaign for its upcoming ‘Tata Sky+ Transfer’ set-top box. The campaign features three teaser commercials followed by the main commercial which goes on-air from 1st September 2015.

     

    The campaign introduces Tata Sky’s latest product the Tata Sky+ Transfer, which enable the set top box recording to be available on the subscribers’ tablets and phones.

     

    This campaign uses Tata Sky’s trademark style of using hyperboles and humor to drive home the product messages in an interesting manner. The protagonists “Transferkars” are a TV addicted family- a family of six each madly passionate about his/her show and the campaign is a series of films that bring alive the lengths that they go to carry their favourite TV shows with them.  The commercial portrays ‘Tata Sky+ Transfer’ as an innovative product which solves these problems by enabling subscribers to transfer recorded content on their mobile devices and view it at their convenience. Hence, the campaign concludes with the sign off ‘Record. Transfer. Carry.’

     

    Shedding light on what consumer behaviours drove this innovative campaign, Malay Dikshit Chief Communications Officer – Tata Sky said “Today time comes at a premium, the consumer is increasingly finding it difficult to be constrained by fixed timing and location for viewing even recorded content. Thus the demand for convergence and portability of content. The rapid increase of Wi-Fi enabled homes open up new possibilities and potential for new offerings. The Tata Sky+ Transfer box delivers on this sweet spot allowing subscribers to use their connected homes to enjoy their space and identity. Our focused digital-approach with this new campaign along with the launch of an interactive micro-site would surely intrigue existing and prospective subscribers.” He concluded stating, “It is just the beginning of our endeavours to un-box entertainment for our subscribers.”

     

    Talking about the creative on the campaign George Kovoor –  Sr. Creative Director at Ogilvy One stated, “Tata Sky has once again set the benchmark through this unique digital first campaign. At the heart of the campaign is a family of obsessive TV show fans who not only engage the consumers but also demonstrate the Transfer product in a simple yet entertaining story. Fans can follow this family and their quirks on YouTube, Facebook, Twitter and even an interactive microsite.”

     

    The task for us was to create a high impact campaign centered around digital devices like smartphones & tablets, demonstrating clearly and in a memorable way how to and in what situations this product is used.

  • Meridian Communication Mumbai has added the Hockey India League to its existing client portfolio, following a multi-agency pitch in Delhi a couple of months ago

    Hockey India wins for Meridian, OgilvyOne

    By A Correspondent

     

    Meridian Communication Mumbai has added the Hockey India League to its existing client portfolio, following a multi-agency pitch in Delhi a couple of months ago.

     

    Samrat Bedi, Head of Office, Meridian Communication, said, “Giving hockey its rightful place in India is something that we all talk about. The League is a superb opportunity for us to be a part of the team that will re-position the game in a manner that appeals to newer and larger audiences.”

     

    Hockey India Secretary-General and Hockey India League Chairman Dr. Narinder Batra said, “Meridian & Ogilvy One’s passion came through during the pitch. The league is going to showcase the world’s best talent and boundless energy. Meridian and Ogilvy One brought such energy to the table and we are happy to choose it as our communication partner.”

     

    Kunal Jeswani, President, OgilvyOne Worldwide, India said, “It is very exciting to have the opportunity to launch the Hockey India League and rekindle the country’s passion for the sport. It is a great challenge and we look forward to it.”

     

    Shashank Lanjekar, VP Planning, Meridian Communication, said, “Sport in India is uni-dimensional and that’s just so unfortunate. It’s easy to blame and complain about the lack of other sports facilities but it’s not easy to initiate a change. And that’s exactly what Hockey India has done. A spark that we hope slowly takes the shape of a flame and soon rages into a forest fire like the IPL. We hope to make this ambition our communication effort as well.”