MxMIndia

Tag: Ogilvy

  • Piyush Pandey announces Ogilvy NCD Rajiv Rao's decision to move on… must-read statement

    Rajiv Rao, the man behind the Vodafone ZooZoo & Pug, quits Ogilvy

     

    Rajiv Rao, one of India’s most acclaimed advertising creative directors and National Creative Director of Ogilvy & Mather, has announced his decision to move on. The man responsible for the awardwinning Vodafone pug and zoozoo campaigns has been with the leading creative agency since 1999. A recipient of several awards at almost evey leading global and Indian awards event, Rao is a product of the Sir JJ Institute of Applied Arts in Mumbai. On Monday (July 10), Ogilvy India had announced the return of Sonal Dabral as Group Chief Creative Officer and Vice Chairman. It is learnt that the appointment and announcement had been made given Rao’s decision to move on.

    In a signed statement issued by Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia, writes:

    It is not at all easy for me, as I inform you that Rajiv Rao moves on from Ogilvy India to become a film-maker. It has been Rajiv’s dream to make films for the last four years. I have nothing but a deep sense of gratitude to Rajiv, that he respected my request to stay on to help make a better and stronger Ogilvy.  There are not too many in this business who make a sacrifice of this magnitude.

    Rajiv joined Ogilvy in 1999 with his partner V. Mahesh. And shortly thereafter, they started blazing new trails.

    In 2002, I had the joy of partnering him as a copywriter to create the legendary ‘Second hand smoke kills’ campaign for Cancer Patients Aid Association. This campaign won India’s first double Gold at Cannes.

    Whenever the Orange/Hutch/Vodafone history is written, Rajiv Rao’s name will feature in golden letters. Every piece of work on these brands has Rajiv’s personal stamp on it.

    The ‘silent killer’, Rajiv has always displayed phenomenal leadership skills without saying very much. Along with Mahesh, he led Ogilvy Bangalore from 2003 to 2006 and gave the office a renewed energy. In 2009 Rajiv and Abhijit Avasthi took on the role of National Creative Directors and raised the bar up many notches of creativity at Ogilvy India.  And since 2015, Rajiv has played the role alone and compensated for his partner.

    Loved and admired by one and all in the industry, nationally and internationally, Rajiv is one of the finest creative people and the gentlest giant I have met in my life.

    I am sure Rajiv will be no less a film-maker than the creative leader he has been. We will stay connected in more ways than one.

    Meanwhile, Rajiv will continue as Ogilvy India’s National Creative Leader till Sonal takes over and a smooth transition is complete.

    I will refrain from being personal and just say, “Thank you Rajiv. You are a true son of Ogilvy India. Keep the flag flying.”

     

     

  • The brand promises hair nourishment as well as styling, notes a communique

    Parachute Advansed unveils TVC for new range

    By A Correspondent

    Marico has released a new campaign for its recently launched Parachute Advansed Men. The brand promises hair nourishment as well as styling, notes a communique.

    Commenting on the product range, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “Styling for men is a highly underpenetrated category, with a huge segment of consumers using water/oil for grooming and nourishment post wash. Having recognised this gap and marrying it to Marico’s larger focus on the male grooming sector, we have launched Parachute Advansed Men which truly celebrates manhood and shows them in a good light.”

    Added Kainaz Karmakar, ECD Ogilvy: “Parachute has been a hugely trusted brand synonymous with hair care amongst women for several decades now. The task was to carve a distinct niche for Parachute Advansed Men and make it stand apart from the mother brand.  This is where a relevant, memorable and ownable space mattered. ‘Good men deserve to look good’ is precisely such a space. It allows us a long term platform for the brand to stand for a belief, and yet remain connected to the product benefit of ‘Goodness for hair, inside-out”.

    Said Harshad Rajadhyaksha, ECD Ogilvy: says, “Once this unique central idea of ‘inner goodness complemented by great grooming’ was worked out, an equally important task was bringing it all to life. We are confident that the work will resonate well with the men it is targeting, and help this young brand grow from strength to strength.”

  • ICICI created #IWillDriveYouHome and found Hemraj Sharma; one of the most inspirational person to support the cause

    Ogilvy unveils ‘#IWillDriveYouHome’ for ICICI Lombard

    By A Correspondent

     

    Drunk driving is not a new problem. When ICICI Lombard decided to tackle this problem for its Road Safety Week initiative, it set out to do something that would stand out from the other work done on the subject.

     

    ICICI created #IWillDriveYouHome and found Hemraj Sharma who lost his son to a drunk driving accident on April 4, 2016 and has now made helping others avoid the same fate his life’s sole purpose. He was completely on board as soon as he heard the idea and his fervour and courage helped take it to the next level, notes a communique.

     

     

  • Spicy Sambar Powder promises to add a spicy kick and variety to meal occasions across the day

    MTR Foods unveils new film for their Sambar variant

    By A Correspondent

     

    MTR Foods has launched a new variant of one of its highest selling products – Sambar powder. The variant called Spicy Sambar Powder promises to add a spicy kick and variety to meal

     

    On the launch, Sunay Bhasin, CMO, MTR Foods said: “MTR is one of India’s leading packaged masala players with prominent leadership in core southern markets. We conducted extensive cuisine studies in these markets and realised that our Target Audience, while still using our Sambar Powder, also make their own blend from pure spices for a spicier version of sambar. The new variant of Spicy Sambar is intended to plug this need-gap and drive further penetration in our core markets. The TVC launched to support this campaign is a simple, yet creative communication that seamlessly blends the spicy nature of our product with a daily meal occasion. ”

     

    Added Mahesh Gharat, Executive Creative Producer, Ogilvy and Mather: “The key ask from MTR was to create a simple communication that clearly highlights the one feature that is central to the product – the spicy nature of the Spicy sambar powder. We focused on that attribute by showcasing it in an everyday meal occasion that has been made memorable because of MTR’s Spicy Sambar Powder. We also injected a certain amount of humor in the TVC which would be guaranteed to make you smile every time you see the Ad.”

     

  • The TVC urges the consumer to keep fresh breath handy with "Taazi saans, hamesha rakho paas"

    Center Fresh takes brand proposition further in latest campaign

    By A Correspondent

     

    Center Fresh, Perfetti Van Melle India’s flagship chewing gum brand, started the journey to establish fresh breath platform in 2015, with the introduction of an improved product and a communication campaign with a new tag line ‘Chali Hawaa Mastaani’.

     

    To further establish the fresh, cool breath benefit, PVM India and Ogilvy have together developed a new campaign for the brand. The campaign builds on a key consumer insight that people often come across unexpected interactions with others which call for a conversation. Handling the same in a confident manner is crucial for making those interactions work. And it is such moments wherein being fresh breath ready will surely come in handy.

     

    The new commercial tells a sweet and enjoyable, everyday story of a young boy, who has an unexpected visitor at the door, a beautiful girl. The girl at the door is looking for someone, who unfortunately doesn’t live there. But the guy decides to tell her so only when he is sure that he is ready to answer in the best possible way – with a mesmerising fresh breath, courtesy Center fresh. The TVC urges the consumer to keep fresh breath handy with “Taazi saans, hamesha rakho paas”.

     

    The new campaign is on air from 14th February 2017 and will air across all major national and regional channels as well as on digital media.

     

    Commenting on the campaign, Anurag Agnihotri, ECD, Ogilvy, Mumbai, said, “The new campaign builds on the platform of ‘Chali hawaa mastaani’ to create a brand story that is not just entertaining, but also delivers the product benefit in a relatable manner.”

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Perfetti Van Melle India says “In our consumer interactions with youth, we come across multiple instances of consumers citing the need for being fresh breath ready, anytime & anywhere, as a key to be confident in the interaction. We are confident this relatable new campaign will be enjoyed by the consumers.”

     

  • India retains its #13 rank in the global roster of creative excellence in advertising

    BBDO Mumbai stars in Gunn Report 2016

     

    By A Correspondent

     

    The Gunn Report, the global index of creative excellence in advertising, has released its 2016 report summarising the overall performance of the advertising industry in the year January to December 2016 based on the results of 45 global, regional and national creative award contests. And BBDO Mumbai makes its debut on the list for Share The Load for P&G’s Ariel. The creative is at #39 with six points.

     

    Said Emma Wilkie, Managing Director of The Gunn Report: “The purpose of The Gunn Report is to give an objective overview of the best creative ideas, and who is behind them, based on the results of the most important creative awards from around the world. Overall, we have seen some wonderfully creative ideas shining through in 2016 with brand purpose a strong theme. Whilst previous winners still exhibit their greatness, new stars are rising up the ranks.”

     

    The Gunn Report identifies the most awarded and applauded work in the world each year and its creators.

    India has retained its position of #13 amongst the top creative nations in the world. Other than BBDO India (the Mumbai office) which was on top, McCann Worldgroup Mumbai was second, Publicis India Mumbai followed in third while Ogilvy & Mather (Mumbai) and Taproot Dentsu (Mumbai) were on fourth place.

     

    Meanwhile, here are observations of The Gunn Report 2016 on its 2016 study:

    Agencies

     (1)   The 53 Most Awarded Agencies listed in the table are from a total of 17 different countries (versus 21 in 2015 but 17 in both 2014 and 2013).  The USA was the most represented with 14 Agencies in the table.  Followed by the UK with 6 Agencies; Germany (5); Spain (4); Argentina, Australia and Japan (3 each); Brazil, France, New Zealand, Sweden and UAE (2 each); India, Italy, Netherlands, Norway and Thailand (1 each).

    (2)   Only 8 Agencies in the whole world, who have demonstrated the highest level of consistency as well as excellence, have been in the Top 50 Agencies of The Gunn Report for each of the last 14 years in a row (in alphabetical order):

    AlmapBBDO (Sao Paulo)

    AMV BBDO (London)

    BBDO (New York)

    BETC (Paris)

    adam&eveDDB (London)

    Del Campo Saatchi & Saatchi (Buenos Aires)

    Dentsu (Tokyo)

    Wieden+Kennedy (Portland & New York)

    (3)   Eleven of the 53 Agencies made it into the table for the first time in 2016 (in alphabetical order):

     BBDO (Mumbai)

    David (Buenos Aires)

    FCB (Chicago)

    Grey (London)

    Impact BBDO (Dubai)

    Ingo (Stockholm)

    J. Walter Thompson (Amsterdam)

    McCann (New York)

    Publicis Italy (Milan)

    TBWA\Hakuhodo (Tokyo)

    Y&R New Zealand (Auckland)

    (4)   For the first time ever, two agencies from New Zealand are ranked in the top three: Colenso BBDO (Auckland) #2 and Y&R New Zealand (Auckland) #3=

    (5)   The Most Awarded Agency in the World is adam&eveDDB (London) with 49 points, up from second place in 2015. This is the 4th time they top the table, and are now officially the most successful creative Agency in the history of The Gunn Report (AlmapBBDO and Wieden+Kennedy USA have both won three times).  They were, by a large margin, the most awarded Agency in Film taking 3 of the top 6 spots in the Table for: Harvey Nichols Loyalty App ‘Shoplifters’ and John Lewis Home Insurance ‘Tiny Dancer’ in equal 3rd place; and John Lewis ‘The Man On The Moon’ in equal 6th place (as well as 14th in AGB and 8th equal overall). H&M ‘Becoming Beckham’ took 13th place in Film and further work for H&M, Harvey Nichols, Hertz Van Rentals, Skittles and SSE helped them to their #1 ranking in 2016.

     

    Agency Networks

    (1)   Three mini networks are ranked in the Top 20: Cheil Worldwide (which ranked for the first time in 2015) is now joined by BBH and Jung von Matt, both returning to the table after a one year absence.

    (2)   BBDO is the Most Awarded Agency Network for 11 straight years in a row. 253 points in 2016 is their highest score ever. Agencies in 26 countries contributed. Nine of their agencies are in the 50 Most Awarded Agencies in the World in 2016.

    (3)   McCann rank 2nd place up from 5th in 2016 scoring their highest points ever (138). Agencies from 19 countries contributed to their points.

    (4)   J. Walter Thompson up to 7th place (93 points) from 14th in 2015 – their best ranking since 2007.

    (5)   Grey in 8th place achieve their highest ever ranking in The Gunn Report and their highest ever points total (82)

    (6)   A disappointing year for MullenLowe & Partners (down to 16th place from 8th in 2015) and for Wieden+Kennedy (now in 15th place vs 7th in 2015)

     

    Advertisers

    (1)   Samsung tops the Advertisers table for the first time ever, making it the fourth brand in the 18 years of The Gunn Report to top the table. Samsung made it into the Top 25 Most Awarded Advertisers table for the first time in 2013, but have remained there since. Work from 10 countries contributed to them being ranked #1.

    (2)   Only 11 of the 32 most awarded Advertisers listed in 2016 appeared in this table the previous year.

    (3)   Making it onto the Most Awarded Advertisers table for the first time ever are: DB Export, Geico Insurance, Andes Beer, ING Financial Services, REI Outdoor Store, Lockheed Martin, Bonds Underwear, H&M, Edeka Supermarket, Hornbach DIY, S7 Airlines.

    (4)   Nike has dropped out of the top 10 Advertisers for the first time in Gunn Report history, now in at #12.

    (5)   Volkswagen dropped out of the top two in the Advertisers table for the first time in Gunn Report history to take 3rd place.

    (6)   Burger King returns to the Most Awarded Advertisers table after a five-year absence, mainly due to McWhopper sweeping the board coming top of two tables – Digital and All Gunns Blazing – as well as 2nd in Print/OOH. Whilst work from France also contributed to the Burger King total, Mc Whopper by Y&R New Zealand (Auckland) was the Most Awarded Campaign Across All Gunn Report Media in 2016

    (7)   In the Advertisers Consolidated Table (in top 25 for two or more years – at least once in the last five years – with work from two or more markets) Burger King returns and Getty Images, Netflix, Pedigree, Smart Car and Snickers are new arrivals.

    (8)   ING Financial Services and REI Outdoor Store both ranked #10= (with 19 points each) both got all their points from the strength on one campaign in different media channels: ‘The Next Rembrandt’ for ING and’#OptOutside’ for REI.

     

    Production Companies

    (1)   16 of the 28 Production companies in the table in 2016 were there in 2015, with the top five all making an appearance in the previous year.

    (2)   There are 3 newcomers: New Land in Stockholm, Anorak in Berlin, Geek Pictures in Tokyo

    (3)   Global spread of countries continues to flourish with 13 represented in 2016: Argentina, Australia, Brazil, Denmark, France, Germany, Japan, Mexico, Norway, Spain, Sweden, UK and USA – with a number of Production companies with multiple bases producing winning work from more than one of their locations.

    (4)   Most awarded Production Company, O Positive Films (New York, Santa Monica) topped the table for the first time. It was their 6th year in a row of being in the table. Their previous highest ranking at #5 was in 2015. Their most successful campaign was Curry’s PC World ‘Spare The Act’ with ‘Laptop’ ranked #2 most awarded commercial of 2016. Work for Snickers, Clorox and Foot Locker also contributed to their points

     

    Directors

    (1)   There is rarely any consistency in the Top 25 Directors table when compared with the previous year but 2016 was exceptionally volatile. It was the lowest winning total since the first year of The Gunn Report in 1999.

    (2)   Only four of the 27 Directors appearing in this year’s Table were there in 2015. Of the remaining 23, eight have made the Top 25 on at least one previous occasion and 15 were newcomers.

    (3)   The 27 Directors represented 13 countries between them – Argentina, Australia, Denmark, France, Germany, Japan, Mexico, Norway, Russia, Spain, Sweden, UK and USA.

    (4)   Top spot in the Directors table, with 16 points, went to David Shane for directing Jeff Goldblum’s wonderfully funny performance in the Currys PC World ‘Spare The Act’ campaign. ‘Laptop’ was the second most awarded commercial of the year and the entire campaign came in at 6th=.

     

  • Time for Ad Club, AAAI and industry captains to arrive at a solution

    MxMIndia Comment: Sad. If Publicis Worldwide stays away from the Abby

     

    MxMIndia Comment

    By Pradyuman Maheshwari

     

    While every agency has the right to participate or stay away from the Abby, the Publicis Worldwide decision to not send entries for Abby 2017 is shocking. And sad.

    According to a report in The Economic Times on Tuesday, the new Publicis Communications CEO Saurabh Varma attributed the reason to a desire to focus more on the big large international shows.“Both Bobby and I are aligned on that decision,” Varma told ET. The reference being to Bobby Pawar, Managing Director and Chief Creative Officer, Publicis Worldwide.

    The decision is on expected lines given Varma’s stated belief that Leo Burnett will not participate in the Abby. In fact since Varma took charge in November 2013. Leo Burnett hasn’t participated in the Abby since the 2014 edition.

    While it’s clear that Varma and Leo Burnett and Publicis Communications (the holding company of PublicisGroupe creative and PR agencies of which he was appointed CEO in December 2016) do not have problems with the Advertising Club, since Leo Burnett has been participating in the Effies conducted by the Ad Club, the decision to stay away from the Abby is worrying.

    Let’s steer clear of the possible embarrassment it has caused to Nakul Chopra, longstanding CEO Publicis Worldwide who is also President of the Advertising Agencies Association of India, the apex body of advertising agencies in the country. That’s something Messrs Varma, Chopra and Pawar need to discuss internally.

    Our bigger worry is that yet another key player in the Indian advertising is going to stay away from participating in the Abby awards. The Mullen Lowe Lintas Group, Ogilvy and Leo Burnett have already been sitting out. There are also some small agencies like Creativeland Asia who have had issues with the Abby. McCann Worldgroup chose to return last year, albeit with a token participation. This year, hopefully, it will return with more entries.

    As mentioned earlier, it’s not that the biggies have any problems with the Ad Club. They participate in the Effie with much enthusiasm.

    But the boycott of the Abby doesn’t speak too well for the industry and the Abby award. Agency bosses say that the non-participation isn’t a dampner for their creative teams.

    It must be added here that the decision to stay away from award holds true for Kyoorius Advertising Awards too for Lowe and Leo. Ogilvy does participate and win big at Kyoorius.

    It’s critical the Advertising Club and Advertising Agencies Association of India (AAAI) and industry honchos get together and find a solution to the problem.

    Over the years, the processes of the Abby Awards have been streamlined and cleansed.

    We have heard murmurs that entry fees to these awards are a stretch on agency budgets. Perhaps. There are suggestions that it should be more of clients and not just agencies who should be on the jury. There are also some who say one of the reason why some don’t participate is because they haven’t done enough good work.

    It’s important that the industry works jointly to save an awards event that is its own.

     

  • Gum brand returns with a new twist in the TVC

    Center Fruit lands its famous proposition in a jungle plot

    By A Correspondent

     

    Perfetti Van Melle has launched a new campaign for its gum brand Center fruit.

     

    Carrying forward the proposition promised by its tagline ‘KaisiJeebhlaplapayi’, the newest ad for Center Fruit from O&M Mumbai, is a story with a twist that unfolds in a thick jungle. Its quirky plot coupled with an insightful product device of tongue wagging, presents an enjoyable story of using the Center fruit in a humorous way.

     

    “The beauty of the idea lies in the forest ranger’s aim proving right each time, despite not being able to see the robbers in the thick forest, and only following them through the sound of their LapLap. Hence proving, how irresistible Center Fruit can be, and how hilariously effective it is in bringing down the robbers,” saidAnuragAgnihotri, Executive Creative Director, Ogilvy, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director – Marketing, Perfetti Van Melle Indiaadded: “Based our work with consumers we felt that it was time to refresh the way we portray the role of brand, without changing the popular brand signature of tongue wagging and popular tagline. Through this film we have tried to bring in newness to the story and we are sure consumers will find it endearing.”

     

  • As the news of Balki's exit begins to sink in, we asked Vikas Mehta, former Lowe and ad agency veteran, to analyse the adman's career graph

    Balki and his undeniable legacy

     

     

    By Vikas Mehta

     

    The news came out of the blue but it was not surprising. Balki had decided to leave advertising and focus on Films.

     

    What Piyush has done to Ogilvy, Balki has done the same and more to Lowe Lintas. Lintas as it was known then, was big and had produced effective advertising that yielded result in the marketplace. It was not necessarily spectacular neither was it all memorable. In fact before Balki came on the scene, Lintas was known to be the Lever agency and its work was a result more of the Unilever culture than anything else.

     

    Balki almost singlehandedly changed that. I don’t know if his coming helped Unilever change its advertising culture or it was just a coincidence that Balki came at the same time when Unilever decided to reengineer its advertising but Balki was the driving force in Hindustan Unilever and thus Lintas moved into the realm of effective, insightful and memorable advertising.

     

    To me, both Balki and Piyush made two big contributions to Indian advertising. One, effective advertising or advertising that yields results need not be boring or formulaic. And the second was both gave an Indian idiom to advertising. So while Lintas had produced Liril and Cherry Charlie, two great advertising campaigns of the 1980s, the Lowe Lintas that Balki fashioned gave Indian advertising gems such as Surf Excel, Tata Tea, Idea, Havell, Lifebuoy, Pepsodent and many more.

     

    But the one area where I personally think Balki went further ahead was the area of creative focus.  At a time when advertising awards were becoming not only important but were also catching the fancy of the Indian marketing and communication community, when any self-respecting creative wanted global awards on his resume, Balki took the bold step of declaring that for Lintas the only awards would be the marketplace and consumer acceptance. He channelised creative energy to make memorable pieces of communication which delivered effective results.

     

    He did not worry about losing creative people who craved awards. Because he motivated and gave focus to his people that the best award is the marketplace award.

     

    And that is the biggest legacy he is leaving behind at Lintas. People who create communication which is effective, which does its job, which is rooted in real insights and which win the ultimate award. Acceptance by the consumer.

     

    Vikas Mehta is a communications veteran having worked with Lowe, JWT & Havas in India, Middle East, Far East & North Africa. He has worked on global, regional and local mandates across a spectrum of clients like Unilever, Hero, Philips, Sony, J&J, GSK, Bajaj Auto etc. Currently he is on his own discovering the true Bharat while becoming a student by teaching them at various management institutes.

     

  • The awards were held in Mumbai on Tuesday, and saw 441 entries from over 70 agencies & 150 brands

    Ogilvy tops @ DMA CreatEffect Awards 2016

     

    By Anuka Roy and Santosh Jangid

     

    Winners of ECHO affiliated DMA India CREATEFFECT Awards 2016 were revealed at the Awards Gala at Blue Frog, Mumbai, celebrating India’s most creative and effective data driven marketing campaigns. OgilvyOne Worldwide was named DMA CREATEFFECT Awards 2016 ‘Agency of the year’, bagging 21 metals including three golds and a diamond, while Ogilvy & Mather was honoured with the Network of the Year 2016 title. Two new special categories were added this year ­‘Small Agency of the Year’ and ‘Brand of the Year’ to recognize the joint efforts and close collaboration between clients and small agencies to produce successful work. The awards were presented to pi communication and Britannia Good Day respectively. Hindustan Unilever bagged the ‘Client of the Year’ Award for the second year in a row with three Metals.

     

    “I feel really good that my colleagues at OgilvyOne have won this big distinction and also at the network level we have won. It always feels good to win,” said SumantoChattopadhyay, Executive Creative Director, South Asia at Ogilvy & Mather about winning the top honours. The Social Street made its debut this year and was among the top agencies in the race for ‘Agency of the Year’ award. “It is the first time we have entered the DMAECHO awards and it is a great result for us. With 3 golds we feel extremely ecstatic.”

     

    Said Dhunji S. Wadia, President at Rediffusion Y&R, who was one of the jury presidents: “Some of the best minds from both marketing and communications came together together for the judging and it has been the most robust process anywhere in the world.” Speaking about the entries received this year, he said, “The highs are getting higher and the lows are getting lower. So in the balance, some things work some things don’t. Some entries are equal to the best in the world. The emphasis was more on data driven management. So that is where the jury spent more time deliberating and trying to see that it is true to the cause.”

     

    Sapient Nitro won the Grand Prix in the Media Effectiveness category for Nestle India’s ‘100 and Running’ campaign, while Mindshare India bagged it for Pepsico’s ‘Google Maps went beyond giving directions’ in Creative Effectiveness ­ Interactive category. The Diamond Award went to Ogilvy One Worldwide in the Business Effectiveness category for Amazon Fashion­ Kya Pehnu campaign.

     

    The Awards Gala, was attended by over 200 industry leaders, presented a total of 144 citations, including 25 Golds, 45 Silvers, 46 Bronze and 23 Leaders to the shortlisted winners out of 441 registered entries from over 70 agencies and 150 brands. The celebrity chief guest for the evening was Boman Irani who kept the audience entertained and engaged with his short speech.

     

    This year, notable winners were campaigns from IBS with 40 points, The Social Street with 25 points, PHD with 24 points and Sapient Nitro with 16 points.

     

    Talking about future plans for the awards, Vatsal Asher, Global Envoy of International ECHO and CEO and Co­-Founder,Association of Data­-driven Marketing and Advertising in Asia (DMAAsia) said, “We continue to grow and we are now responsible for finding entries from not only countries and agencies in Asia but from the Middle East and North Africa region also. So we are taking the DMA international ECHO to more markets, more agencies, more brands and more geography. So this year we have the Asian addition happening in Singapore in October and the Middle East and North Africa edition is happening in December at Dubai. Next year we will be having many more enhancements to the DMA international ECHO program.”

     

    “This is the biggest show for the direct and digital data driven industry. It recognizes people who have produced scintillating work that is also effective. So, for them it is their stage, their recognition. I am happy to be a part of that,” said Rakhshin Patel, Jury Chairperson and MD, Pi Communication. “We have run this for about four or five years and the India chapter just gets bigger. So, last year we added Asia, this year we are going to add Middle East too,” she said about the journey so far.

     

    Added Shelly Singh, also Global Envoy of International ECHO and COO and Co­-Founder, DMAAsia, “The winners epitomise the very best of creative effectiveness, that is, creativity that has driven exceptional results and profit growth. Marketers in India are extremely excited about the ECHO Awards to get global recognition for their work.”

     

    ECHO affiliated DMA CreatEffect Awards 2016, India Edition is organised by DMAAsia with an objective to celebrate India’s best and most creative and effective data driven marketing and advertising campaigns. The Asia and Mena editions of ECHO affiliated Awards are scheduled to happen on October 5 in Singapore and subsequently at Dubai respectively. The calls for entries to both are open till August 31.

     

  • The commercial will go on air on all major national and regional television channels from 8th July 2016

    Cente fresh urges fans to try its new cola variant

    By A Correspondent

     

    In its quest for constant innovation and further providing consumers with new experiences, Center fresh has rolled out a new flavour ‘Cool Cola’. To highlight the features of this new product, Ogilvy has developed a new campaign that announces the launch of Center fresh Cool Cola flavour in an interesting manner.

     

    The launch commercial takes inspiration from popular audio-visual cues typically associated with cola and announces Center fresh Cool Cola flavour through an interesting twist in the story.

     

    The commercial shows a vendor selling cola in the train, in a very colloquial manner, typical of the sellers in local trains in India. When someone on the train calls out to him for a cola, the seller hands out Center fresh Cool Cola to the passenger, handling it as if it were a real cola bottle. It is here that we discover that he is not selling the soft drink but is actually selling the new Center fresh Cool Cola flavour chewing gum. The amused passenger too plays along.

     

    “The commercial works as a brilliant announcer for Center fresh’s new Cola flavour, doing so in a manner that is engaging and entertaining” says Anurag Agnihotri, Executive Creative Director, Ogilvy.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Marketing, Perfetti Van Melle India says “We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour”.

     

    The commercial will go on air on all major national and regional television channels from 8th July 2016.

     

  • Conceptualised by Ogilvy Kolkata, the films reflect the real life healthcare concerns of suburban residents, and how they are addressed by The Mission Hospital

    Ogilvy Kolkata unveils brand campaign for Mission Hospital

    By A Correspondent

     

    The Mission Hospital has unveiled new campaign that comprises a series of films. One of the finest healthcare facilities in Eastern India, its message in these films is simple – top-quality affordable and dependable healthcare is now close at hand.   Conceptualised by Ogilvy Kolkata, the films reflect the real life healthcare concerns of suburban residents, and how they are addressed by The Mission Hospital.

     

    The first film, ‘Emergency’, is set inside a humble Bengali household and documents the fears of a wheelchair-bound lady coping with her husband’s heart attack. As the film progresses, she reveals that had it not been for The Mission Hospital’s emergency ambulance services, she would have been utterly helpless.

     

    ‘Kite Runner’, the second film, follows the journey of a wistful child as he recalls how he could never keep up with the kids in his neighbourhood when they played outdoors. The film ends on a positive note, as the child demonstrates his new found vigour, thanks to the heart surgery performed on him at The Mission Hospital.

     

    In the third film, we are introduced to an anxious man traveling home in a taxi. Having just landed in India from the US, his intent is to take his father back to the US for treatment –where he believes there are better surgeons. Much to his surprise, he finds his elderly father en route, jogging and active after knee replacement surgery at The Mission Hospital.

     

    The fourth film, ‘Wedding’ opens on an elderly father. He is in a tizzy about how he will be able to organise his daughter’s wedding owing to his need for an angioplasty. He’s mulling over the extensive recovery period that will render him bed-ridden, but only until he was assured that the angioplasties performed at The Mission Hospital are minimally invasive with a rapid recovery time.

     

    Sujoy Roy, Creative Director Ogilvy, Kolkata states, “The result is a sense of gritty realism that instantly strikes a note with the audience.”

     

    Dr. Satyajit Bose, Chairman, The Mission Hospital Durgapur said, “Our mission is to decentralize super speciality healthcare, and deliver it to every doorstep in Eastern India, beyond the metropolis, and heal Patients with dedication, honesty and tender loving care. These films are an assurance of that.”