MxMIndia

Tag: Ogilvy West

  • Cadbury Celebrations has been an integral part of festivals in India

    Ogilvy & Cadbury launch a celebratory campaign for Eid

    By A Correspondent

     

    Cadbury Celebrations has launched a new campaign for Eid.

     

    Said Neville Shah, Executive Creative Director, Ogilvy West:  “We had to put our trepidation in the idea itself. The uncertainty of whether this is the right gift or not was at the heart of the tension of this film. A couple who is unsure about their gift. Till they are redeemed by the host who not just accepts the gift, but makes it part of the festival,”

     

    Apart from the digital film, Mondelez plans to take up various OOH and other digital interventions to drive home the point that Cadbury Celebrations is just as good an option in gifting during Eid.

     

     

  • They offered a solution to devotees via the Bajaj Platina Comfortec 110

    Ogilvy and Bajaj offer bike service for devotees at Kumbh

    By A Correspondent

     

    Ogilvy and Bajaj saw the Kumbh Mela as an opportunity to connect with people and create a difference in a unique way. The Kumbh sees a lot of elderly and physically challenged pilgrims who find it difficult to walk the last few kilometres to the ghats for their holy dip. They found a solution to this problem in Bajaj Platina Comfortec 110.

     

    Together they introduced a free ferry service for the elderly pilgrims in the Kumbh city called the Aaram Rath sewa. Designed with specially fitted backrest, Platina Comfortec 110 was converted into Platina Aaram Rath, custom made to offer a comfortable ride for the needy.

     

    Said Narayan Sundararaman, Vice President, Bajaj Auto: “With the new Bajaj Platina Comfortec 110, our focus has been to deliver the most comfortable ride experience in the category. No doubt that the motorcycle has much better power, acceleration, pick-up, and braking. But a Platina stands for comfort. When we encountered this opportunity, we were clear that this activity will bring relief to people in need of help to reach the ghats, and that Platina is the right vehicle of choice for it. From there on, we worked on retro-fitting a secure two-sided backrest specially made for the audience. We are thrilled that this activity has been so well-received. I can only imagine the countless blessings we have gathered along the way.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy West: “People come from across the country to take the holy dip at Kumbh. By running this free Aaram Rath service on the most comfortable motorcycle, we are happy to have helped so many elderly people get to the ghat in the most comfortable manner.”

     

     

  • On International Women’s day, the brand wanted to give a sharp nudge to women

    Ogilvy & Bournvita nudge women to #dontforgetyourself

    By A Correspondent

     

    Bournvita for Women, a product launched in 2018, is designed specially to fulfill the nutritional needs of women. On International Women’s Day, the brand wanted to give a sharp nudge to women so that they realize that as they are stepping out of their homes and evolving in their professional and personal roles, they also need to give equal importance to their health and nutrition. They launched this via a social experiment with the key message being #dontforgetyourself.

     

    Said Inderpreet Singh, Associate Director, Marketing (Gum, Candy and Powdered Beverages), Mondelez India: “Bournvita has been partnering mothers and successfully championing Health & Nutrition for children for the last 70 years in India. However, what we see in society today is that while most women do a wonderful job of taking care of their family’s health they seldom take care of their own health.  On the occasion of Women’s Day, Bournvita for Women wants to urge all the women of this beautiful nation to start taking care of their health. Women are the backbone on which our families, our communities and our larger society rests. And unless they feel healthy and strong no family, community or nation can be strong.”

     

    Added Akshay Seth, Senior Creative Director, Ogilvy West: “Most Indian women tend to put their family before themselves. And this choice is even reflected in their monthly grocery carts, where the nutrition and needs of others takes precedence. With #dontforgetyourself social experiment on Women’s Day, Bournvita for Women aims to give an emotional tug to women to not ignore their nutrition.”

     

     

  • The Ogilvy creative team highlighted the best part about the consumption experience

    Ogilvy & Cadbury unveil a new campaign for Silk Hazelnut

    By A Correspondent

     

    Cadbury Dairy Milk Silk has launched a campaign promoting its new Silk Hazelnut variety. To bring alive the USP of the product, the campaign highlights the best part about consuming this product.

     

    Said Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy West: “The new Silk Hazelnut comes with whole hazelnuts from Turkey. We tell the new ingredient story by bringing alive the eat experience. The inclusion of whole hazelnuts makes you pout while you devour the chocolate. So every time the girl takes a bite she looks like she is pouting to kiss. Making the ‘Kiss me’ jingle feel like it was written for this one. When consumers in India think premium ingredients, they think Almonds, Cashews, Walnuts. Hazelnut was nowhere in the picture.”

     

     

  • The campaign is being supported through Print, Outdoor, activation and an extensive digital leg

    Ogilvy highlights what’s really good with Cake Up

    By A Correspondent

     

    Ogilvy India, in association with Ogilvy Pakistan, has crafted a heart-warming story for the launch of Peek Freans ‘Cake Up’. English Biscuit Manufacturers (EBM), Pakistan’s leading brand of biscuits has stepped into a new food category with launch of Cake Up.

     

    Said Sukesh Nayak, Chief Creative Officer, Ogilvy West: “Our products are filled with real goodness and so is our life. To launch the ‘Real Goodness’ platform, we chose to tell a story of a working mother who finds a unique way to create real a connection with her son. A connection that leaves a lasting impression.”

     

    Talking about the collaboration on this particular ad and how it came to be, Nayak added: “Ayesha Janjua, the marketing head of EBM (promoter of Peek Freans Cake Up), was the marketing head at Shan Foods when we made two very successful ads for them and when she moved to EBM, we just wanted to continue the relationship. We are really glad that we did.”

     

    Said Janjua, who is Head of Marketing, EBM: “With this thematic campaign, we will establish our position in the consumer’s mind as being bigger than just a sweet snack. Peek Freans Cake Up will become the catalyst for starting real conversations with the people we love, who sometimes in our busy lives, we forget to appreciate or communicate with, in a meaningful way. Every moment counts, and when it comes straight from the heart, that moment becomes a lifelong memory to be cherished.”

     

     

  • The campaign questions the ardent followers of traditional big bikes

    Dominar 400 challenges the elephants again in latest campaign

    By A Correspondent

     

    Bajaj Auto’s Dominar 400 has unveiled a new campaign that questions ardent followers of traditional big bikes about their choice by highlighting shortcomings and encourage them to move on to modern-day motorcycling.

     

    Said Sukesh Nayak, Chief Creative Officer, Ogilvy West (India): “The ‘Haathi mat Palo’ campaign started a new conversation amidst the biking community. A conversation that put technology before tradition. The sequel of this campaign takes the story further. Each story is based on a true insight. Told in a most memorable manner, these stories will provoke the riders to rethink what will they choose to ride when they go touring.”

     

    Added Sumeet Narang, VP Marketing Bajaj Auto Ltd: “Long distance and leisure touring has been devoid of modern motorcycling technology and performance in our country.  By offering size as well as superlative performance, Dominar attempts to redefine and raise the biking standards in the country. While our first campaign provoked riders to answer a question – what’s size without performance? this follow-up campaign further establishes what are the essentials of new age long distance touring. Each film taps on a pain point faced by the riders on traditional big bikes and how Dominar with its hyper-agility, control, performance and technology, makes it a perfect hyper-riding machine.”

     

     

  • The campaign’s TVC, conceptualised by Ogilvy and Mather, stars Konkana Sen Sharma and Tilottama Sharma as the lead protagonists

    Ogilvy urges people to question quality of ‘namak’ in new Tata Salt campaign

    By A Correspondent

     

    Tata Salt has launched its new campaign, ‘Sawaal Kijiye Apne Namak Se’, to educate consumers about the quality of their salt and help them make well-informed decisions. The thought behind the 360-degree campaign is derived from the fact that, though salt is a universal and one of the oldest food seasonings, there is limited knowledge around the quality of salt and its impact on health.  The campaign’s TVC, conceptualised by Ogilvy and Mather, stars Konkana Sen Sharma and Tilottama Sharma as the lead protagonists.

     

    Said Namrata Keswani, Head of Digital Domain, Ogilvy Mumbai: “The thinking behind this campaign was simple, sharp and clear. It was to make a hardworking product message like ‘purity test’ reach the consumer in an engaging way and make them try it themselves at home. Featuring talent like Konkana and Tilottama will ensure this message has high recall and will drive overall awareness about Tata Salt’s purity test.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy West: “The campaign had to urge consumers to question the purity of their salt. We took clinical tests and demonstrated them in a memorable way, so that people can easily replicate them at home.”

     

    Said Richa Arora, Chief Operating Officer (CPB), Tata Chemicals Ltd: “Salt is an irreplaceable ingredient in cooking and hence it’s important to ensure that the salt you use is not impure. Through this campaign, we aim to encourage people to test the purity of their salt as consumption of adulterated salt may lead to serious health implications. There is an urgent need to generate awareness among the masses about the various methods to identify adulterated salt. We at Tata Salt, are committed towards delivering health-aware products and are constantly working towards societal health and development.”

     

     

  • Bajaj decided to position it differently from the existing classifications of commuter, sports, adventure and cruiser

    Ogilvy Mumbai executes a dominant campaign for Bajaj Dominar 400

    By A Correspondent

     

    A challenger brand wishing to take on a behemoth is not something new in communication.The recent Dominar 400 from Bajaj is doing exactly the same.

     

    Said Sumeet Narang, VP Marketing Bajaj Auto Ltd: “Long distance and leisure touring does not have to be devoid of modern motorcycling technology and performance. Dominar 400 identifies this glaring need gap and offers an athletic option which takes touring to a new level, not experienced by most riders in India. The brand task is to establish this form positioning and provoke answer to a question – what’s size without performance?”

     

    Added Sukesh Nayak, CCO, Ogilvy West (India): “‘Hathi Mat Palo’ is a phrase we often use to define being stuck with something that is dated and heavy on the pocket. Our big idea is based around this thought. We used the phrase to create a powerful execution that is designed to provoke the big motorcycle riders stuck with dated technology.”

     

    Other than a TV, the campaign consists of outdoor, and digital initiatives.