MxMIndia

Tag: Ogilvy

  • McCann, Mondelez & Enormous star on Effie Night

    McCann, Mondelez & Enormous star on Effie Night

    If you were wondering why we didn’t carry this report earlier, the answer is simple: yesterday, the focus couldn’t have not been on the Zee-Sony merger. Last Friday, The Advertising Club hosted the newest edition of the ‘Effie India Awards 2023’ Mondelez India was judged the EFFIE India Client of the Year, while McCann Worldgroup India was named Effie India Agency of the Year. The coveted Grand Effie was won by Enormous for Jaquar’s campaign ‘Unimaginable Brand Extensions.’

     

    Grand EFFIE 2023

     

    EFFIE India Client of the Year
    EFFIE India Client of the Year

     

    Setting a new milestone, Effie India, informed the officebearers,  garnered a record-breaking 1276 entries this year, the highest in its 23-year history, with participation from 79 agencies.

     

    Said Prasoon Joshi, CEO & CCO at McCann Worldgroup India and Chairman, Asia Pacific: “I am extremely delighted and proud of McCann winning the Agency of the Year at the Effie India 2023 Awards. Today, In the world’s changing landscape where our industry faces extreme challenges in defining the approach to the future,  McCann India  is an organisation which holds ideas and thinking at the core of our  business and propels our business and clients forward. Effectiveness comes from this culture of belief in creative excellence driven by strong consumer insights. This is  McCann India’s hallmark supported by a robust  our McCann Global’s   culture of  strong creative and strategic leadership  What is remarkable  is the the width and the diverse set of businesses we have won awards for Ujjivan Small Finance Bank, Nestle India, MasterCard, Reckitt, Dabur, Hero and many others.”

     

    Speaking before the presentations started, Rana Barua, President, The Advertising Club, said: “The Effies stand as a testament to the power of impactful storytelling and strategic brilliance in our industry. My heartfelt gratitude to the advertising fraternity for their unwavering support, making these awards a celebration of creativity and effectiveness. Congratulations to all the winners for crafting campaigns that not only captivate but also leave a lasting impact on our audiences. Your creativity continues to shape the future of our industry. Here’s to another year of pushing boundaries and inspiring innovation in the world of advertising.”

     

    Elaborating on the awards, Mitrajit Bhattacharya, Chairperson, Effie India, said: “Effie India continues to showcase its unwavering commitment to celebrating excellence in advertising, honouring both exceptional work and the talented individuals behind it. I’d like to extend my gratitude to the esteemed judges who dedicated their time and expertise to assess a remarkable 1276 entries, setting a new record. Their commitment is truly commendable. A heartfelt thank you also goes out to our sponsors, the entire Ad Club managing committee, the Effie committee, Effie New York, and The Ad Club secretariat for their tireless efforts in making it a resounding celebration of creativity and innovation in the advertising industry.”

     

    Added Pradeep Dwivedi, Co-Chairperson, Effie India: “In yet another splendid year of the Effie India Awards, what stands out is how agencies and brands continue to put in their hard work. Their meticulous contributions in ideation, flawless execution, and the art of brand-building are truly commendable. Effie has always added and will continue to add a profound insight into the concept of advertising awards. A big congratulations to all the winners and the participants.”

     

    Celebrity Cricket League was Associate Sponsor of the event while Craving Digital was Imagination Partner, Diageo India being Celebration Partner, and Heineken Silver Beer was Beverage Sponsor.

     

    EFFIE INDIA 2023 CLIENT OF THE YEAR

     

    EFFIE INDIA 2023 AGENCY OF THE YEAR

     

    EFFIE INDIA 2023 RESUTLS

     

  • Created by Ogilvy-North

    KFC rolls out campaign for all-new Lunch

    By Our Staff

     

    KFC has rolled out a campaign for its all-new KFC lunch specials created by Ogilvy.

     

    Said Aparna Bhawal, CMO, KFC India & Partner Countries: “Lunch is often the most compromised meal of the day, because of a myriad of reasons – we’re on the move, or there’s an assignment to finish, a meeting to get to, pocket money running low, or simply because we want more variety for lunch. KFC Lunch Specials is a range of meals combining value and variety and will come to the rescue of those looking for an option that is filling and at the same time gives them good value for money at just INR 149. The new launch is in line with our ambition to expand our core menu through interesting formats to provide unmatched variety and value to our consumers. With the range of options under KFC Lunch Specials, there is something for everyone to enjoy, whether they are existing KFC fans or trying our deliciously crispy menu items for the first time.”

     

    Added Ritu Sharda, CCO, Ogilvy-North: “Lunch doesn’t always get the justice it deserves. Sometimes we work at lunchtime, or have working lunches, or skip lunch. We settle for what’s available around us, at the table or in our bags, with convenience towering over love. With KFC Lunch Specials, we wanted to highlight this cultural shift that has slowly crept into our lives. So we created the KFC Lunch Police. Led by Colonel Sanders with a team of undercover lunch agents, who pop out of thin air and catch lunch offenders on the fly. It’s a fun, slightly wacky, and a completely unmissable way to remind people that with KFC Lunch Specials, we are bringing back the adage, lunchtime means lunchtime.”

     

  • Ogilvy reveals six key Influencer marketing trends

    By Our Staff

     

    A new Ogilvy Red Paper delves into six transformative influence trends that will shape and define 2024. With The Creator Economy estimated to be worth $500 billion by 2027, what does that mean for brands? Ogilvy notes that as much as 96% of the creator economy is yet to be tapped into and properly utilised.

     

    The future of influence is one where influencers are not just adjuncts to marketing campaigns, but an integral component of brand strategies. This evolution is challenging brands to think bigger and bolder; forging robust relationships with creators that transcend traditional collaboration models. Led by Rahul Titus, Ogilvy’s Global Head of Influence, a group of global Influence experts dived into the following six trends:

     

    1. The Year of Sport. Driving cultural impact will go beyond the field in 2024 – from the impact of the Olympics being streamed on TikTok for the first time to the burgeoning fascination with sports stars off the field. Taylor Swift and Travis Kelce’s relationship, for example, has brought a new legion of fans for Kelce and he’s seen an uptick in 1.6 million Instagram followers.

    2. AI Influence Goes Hyper-Personal. AI will tighten its grip on Influencer marketing as Meta rolls out its AI Personas in the new year. Virtual twins of household names such as Kendall Jenner – named Billie – will shift Influence from passive spectatorship to hyper-personalized interactions in ways fans once thought was impossible.

    3. Sonic influence. The sound of influence is another core trend set to dominate. Christina Aguilera and Latto’s viral ‘hip-hopera’ duet for Just Eat received five times the mentions across the UK, Ireland and Australia Katy Perry’s had last year, while Garnier-owned hip-hop track Micellar Rewind – used by Influencers when showing the benefits of a make-up remover – has 4.3 billion views. Sonic and visual identity are not mutually exclusive, both will complement each other in the coming year to amplify profiles, gain cultural resonance and improve share of voice for brands.

    4. Sustainable Influence. The importance of influencing a better tomorrow will continue to impact Influencer content too. Brands’ ESG claims are under a magnifying glass from fans ready to call out greenwashing. Couple this with the pressure on Influencers to hold themselves accountable when making claims, 84% of creators say they’re hesitant to post about climate change and the environment for fear of backlash.

    5. Employee Advocacy. Internal voices will increasingly drive external impact. Nearly nine-in-ten (89%) of C-Suite marketers recognise the benefits of employee advocacy on platforms such as LinkedIn, but 2024 will usher in more B2C brands capitalizing on their employees’ influence. They quickly win over consumers’ trust thanks to their uniquely informed insights and authentic advocacy of a business.

    6. From second screen to main screen. The report cites how livestreaming across social platforms will continue to be a critical medium. 66% of brands already report that creator-led content delivers more ROI than traditional ads and Gen Z are also Christmas shopping on TikTok for the first time. Influencers could see revenue opportunities through livestreaming over traditional subscription models as more platforms integrate payment schemes.

     

    Said Rahul Titus, Ogilvy’s Global Head of Influence: “Influence is still growing rapidly. These trends show the huge amount of untapped potential, especially in new spaces like health, employee advocacy and in new formats like sonic or AI influence. 96% of the creator economy is still untapped meaning the possibilities are endless – this should excite brands, offering them unique and evolving ways to interact with audiences and stand out in a cluttered marketplace.”

     

  • Campaign conceptualised by Ogilvy

    KFC rolls out new campaign film

    By Our Staff

     

    KFC has rolled out a new campaign film for its KFC Chizza brand. It is conceptualised by Ogilvy India.

     

    Said Aparna Bhawal, CMO, KFC India & Partner Countries: “KFC Chizza is an iconic, cult favourite that the KFC tribe of chicken lovers just can’t get enough of. They are constantly waiting for it to come back on the menu. KFC Chizza has the perfect balance of crunch and cheese and that’s what makes it so irresistible and hence tough to share with anyone, even your best friends. So, you find innovative ways to get around the “sharing, no sharing” conundrum. Like sending them a virtual Chizza! We are thrilled to bring back this cruncheesy product on the menu for a limited time. We are already seeing great response from chicken lovers across the country, whether existing Chizza fans or those trying it for the first time.””

     

    Added Ritu Sharda, CCO, North, Ogilvy India: “We bond over food all the time. It’s a cultural phenomenon that can be seen all around us, all the time. But hiding in there somewhere, is also a very natural, instinctive feeling we harbour. If the food is just too good, we just don’t want to share it. KFC Chizza is that crazy, cult product. When you have it at the table, you’re happy to let people see it, as long as you don’t have to share it. And that’s the feeling we took a bite out of to come up with our latest KFC Chizza Campaign. “Sabko dikhane ka, khud khaane ka”.

     

  • Conceptualised by Ogilvy

    Asian Paints’ Mera Wala Mood campaign

    By Our Staff

     

    Asian Paints has launched a campaign for Diwali. The ‘Mera Wala Mood’ campaign embodies the essence of Diwali and explores the deep connection between emotions, colours, and homes.

     

    Extending the ‘Har Ghar Kuch Kehta Hai’ thought, the new tech-integrated ‘Mera Wala Mood’ campaign has been conceptualized by Ogilvy.

     

    Speaking about the campaign, Amit Syngle, CEO and MD, Asian Paints Limited said: “While Diwali brings great joy and delightful surprises, it also unveils a spectrum of mixed bitter-sweet emotions, all for various reasons. These diverse emotions are experienced in every home, making it a living canvas of colours and sentiments reflecting the unique essence of the beings that reside in them. This is the very essence of our long-standing corporate message Har Ghar Kuch Kehta Hai, which continues to resonate in our Diwali campaign this year. Our homes truly tell stories about us, our moods, and our emotions, and #MeraWalaMood seeks to celebrate this beautiful narrative. The campaign is here to give consumers a warm and positive feeling and shares a series of heartfelt films and poems that leave the viewer with wholesome, feel-good emotions.”

     

    Sharing more details, Sukesh Nayak – CCO, Ogilvy India added: “#MeraWalaMood has a simple human insight at its core – Even though festivals are happy times, due to various reasons, we experience many other moods too. And, at the end of the day, it is our homes that take care of all our moods. This insight led to an interactive idea, to make personalised ads for every mood. This vision was brought alive with a face scanner that accurately scans a face – from the squint of the eyes to the folds on the forehead, to reveal the mood. The mood is then revealed by a film that showcases the corner of a home in the colour that represents the viewer’s mood.”

     

  • Conceptualised and created by Ogilvy

    Fortune launches Mustard Oil TVC campaign

    By Our Staff

     

    Fortune, the edible oil brand, has released its new master brand campaign conceptualised and created by Ogilvy.

     

    Said Sanjay Adesara, Marketing Head of Fortune Oils, on the launch of the campaign:  “Home-cooked food holds a special place in the heart of every Indian. With rising health consciousness, a reconnection to our roots, and the desire to explore and experiment with various cuisines, more and more Indians are turning to home-cooked food. We at Fortune have always championed home-cooked food and wanted to celebrate this relationship people have with home-cooked food as it enables the formation of new bonds, strengthens old ones, and helps the maker express their love, care and affection for others.”

     

    Added Tithi Ghosh, President & Head of Office, Ogilvy South: “The Fortune brand, which built its equity through cooking oils, now spans a wide range of kitchen staples like Atta, Rice, Besan, Dals. The stature of the brand is derived from not just oils but this range. Our task is to continue to build this stature and scale for Fortune. Fortune over the last decade has consistently spoken about the ‘value’ of home cooked food. This value extends beyond the health, wholesome taste aspect, to intangible values of love and nurturance. The platform is universal and timeless, only needing a gentle refresh in terms of the depiction of our audiences whose lifestyles and identities are evolving. The brand wants to be seen as more inclusive as it reminds its diverse users – men and women, young and old who are using multiple Fortune products, of the emotion behind home cooked food. While being made from the same ingredients, it’s the love, care that adds a special flavor and taste to the dishes which ultimately distinguishes one cook from the other.”

     

  • Ogilvy is the star in the mush, writes Prabhakar Mundkur

    Why Ogilvy has survived the WPP mergers, and others haven’t

     

     

    Prabhakar MundkurBy Prabhakar Mundkur

     

    With the recent apocalypse of well-known agency brands, JWT, Y & R, Wunderman, Grey and several others, it seems in comparison, that the only agency to escape the onslaught of mergers in the WPP group is Ogilvy.

     

    There is a near mythical story about a conversation that was once overheard in one of New York’s many synagogues between two heads of the world’s top communication conglomerates. “You know JWT is past its prime. It is very good at handling old established brands like Kellogg’s and Unilever. The best ad agency in the group is Ogilvy. They handle modern brands like IBM and many others. They are ready for the future. The two men departed the synagogue after that propitious meeting. Almost 25 years later, the JWT brand was slain.

     

    The dialogue in the synagogue seems to have come true in many ways. Ogilvy has withstood the test of time as one would call it. They have continued to be one of the most creative agencies in the world coupled with their knowledge of new media, customer experience and data-driven communication. It is no wonder then that it continues as Ogilvy and refuses to be overcome by mergers and acquisitions. The only acquisition ever was when Sir Martin Sorrell pitched for the agency from WPP in 1989 when he acquired Ogilvy in a hostile acquisition for $864 million. A move that irked David Ogilvy into calling Sorrell ‘an odious piece of shit’ publicly. A little later, David Ogilvy’s tirade against Sorrell changed from ‘shit’ to ‘jerk’.

     

    But David Ogilvy quickly changed his earlier animosity against Sorrel. He was to write much later, “To my surprise, I liked you. . . I was flattered when you quoted my books, and even more so when you invited me to become Chairman of your company, which goes by the name WPP. I accepted your invitation..  . It remains for me to tell you that I am sorry I was so offensive to you-before we met.

     

    When Ogilvy was dying of cancer, Sorrell visited him and promised to look after his wife and even paid for his nurses, according to Miles Young.

     

    The magic of Ogilvy 

    For one, Ogilvy pursued excellence in creativity relentlessly unlike its contemporary brethren like JWT. Also, Ogilvy embraced direct marketing much earlier than some of the other agencies in the old days, quickly giving it skills beyond mass media. For many decades, JWT produced middle-of-the-road advertising for its largest client Ford which once accounted for 25% of the agency’s revenue making JWT Detroit its biggest office in the world. That coupled with its client portfolio of old world brands perhaps was it undoing. It failed to embrace the tilt to modern forms of communications as well as Ogilvy. Its slew of modern brands like IBM, Verizon, Ikea and others I believe helped Ogilvy to keep in touch with the future much better than other agency brands which have got acquired and withered away. It has been creating iconic, culture changing advertising ever since Ogilvy founded the agency in 1948.

     

    So here is a lesson to the rest of the agency brands out there. Please look at what Ogilvy is doing. Because if you follow them, you will stay alive and hope to avert the death of advertising as predicted by many.

     

    Let me end this piece with one of my favourite quotes from David Ogilvy.

     

    “The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything”

     

    Long Live Ogilvy!

     

  • Unveils a captivating campaign with Ogilvy

    Coca-Cola brings to life the magic of festivities

    By Our Staff

     

    Coca-Cola has announced its new festive campaign title ‘Coke-er Shaathe Roj, Pujo’r Mahabhoj’.

     

    Commenting on the exciting new campaign, Arnab Roy, Vice President, Marketing Coca‑Cola India and South-West Asia, said: “Coca-Cola has always endeavoured to become a part of India’s cultural fabric. Our Durga Puja campaign is a passionate attempt to blend into the rich canvas of the ethnic traditions of Bengal. The heartening reception of our film has left us humbled and more committed than ever to continue celebrating and becoming an integral part of such diverse and vibrant cultural experiences.”

     

    Added Sujoy Roy, Executive Creative Director, Ogilvy: “Pujo is so much more than kaash phool, kolakuli and a customary Durga Puja jingle. It is a melting pot of flavours, characters and quirks. We didn’t just want to make a piece of communication that celebrates the generally accepted cliches of Pujo. For us, the real magic of Pujo lies in the minute brush strokes, the intricate moments of love and camaraderie. This film offers an unconventional perspective to Durga Puja celebrations. Seen yet unseen.”

     

  • For ICC Cricket World Cup campaign

    Thums Up & Ogilvy collaborate with SRK

    By Our Staff

     

    Thums Up and Ogilvy have got actor Shah Rukh Khan to play a double role for its Men’s Cricket World Cup campaign, showcasing the constant tussle of opinions in our own mind about Team India lifting the cup.

     

    Said Ritu Sharda, Chief Creative Office, Ogilvy India (North): “Cricket is a wave that rides on pure emotion. When the team is playing well, we all rally behind the team, and suddenly with one bad performance, we lose all hope. It’s intense. It’s almost like there are two sides within all of us, constantly pushing against one another. The doubter and the believer. This is exactly the emotion we’ve played out in our latest campaign with SRK bringing to life this struggle of the mind and heart.”

     

    Added Tish Condeno, Senior Category Director (Sparkling Flavours), India & South-East Asia, The Coca-Cola Company: “We believe that the ICC Cricket World Cup is the biggest sporting event for the country. Partnership with the ICC provides us with a unique opportunity to unite our customers, consumers, brands, and cricket through diverse engagement formats. Our collaboration with SRK as the ‘Voice of Belief’ for Thums Up’s association with ICC World Cup campaign embodies our commitment to turning every doubt into an unwavering belief.”

     

  • To unveil the 'Largest Environmentally Interactive Billboard'

    Brooke Bond Taj Mahal & Ogilvy come together

    By Our Staff

     

    Brooke Bond Taj Mahal Tea has partnered with its creative agency Ogilvy to make the extraordinary Megh Santoor, a one-of-a-kind musical installation in Vijayawada.  Inspired by the rains and activated by them, the instrument was conferred a Guinness World Record for being the ‘Largest Environmentally Interactive Billboard’. The billboard measures 209 meter square in total surface area and achieved this record-breaking feat on September 10, 2023.

     

    Said Kainaz Karmakar & Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India: “We’re extremely proud of the Megh Santoor piece. It has taken months of planning, testing and failing, before we finally succeeded in making this happen. Taj and Indian classical music have been each other’s companions for very long now. We added rain to it for this experiment. We call it an experiment because it was filled with ‘what ifs’, with no guarantee of result until the day it rained, and the drops hit the keys and created music. Important to mention our Taj team at Unilever’s belief and support. Also, kudos to Fritz Gonzales, Jayesh Raut, Nikhil Mohan and his team at Ogilvy who saw it through from conception to execution. The world needs as much music as it can get and we’re happy to add our little bit to this.”

     

    Added Shiva Krishnamurthy, Beverages and Foods Head, Hindustan Unilever: “We are thrilled to have ‘Megh Santoor’ recognized as the world’s largest environmentally interactive billboard by The Guinness Book of World Records. Vijayawada is one of the biggest citadels for Taj Mahal Tea, and creating this extraordinary experience is our way of extending heartfelt gratitude to the city in a way that fits us best, with Hindustani classical music! This achievement reflects our unwavering commitment to Hindustani classical music, the beautiful people of Vijayawada and to sheer tea enjoyment in the rains. We have created history, and we invite everyone to experience this extraordinary blend of art and technology.”

     

  • With the World Cup and festive season, the 360-degree campaign highlights 'Power of Connectivity' focusing on the positivity and overall well-being of digitally connected Indians

    Vi endorses inclusivity & togetherness in new campaign

    By Our Staff

     

    Telecom operator Vi has unveiled a new creative campaign titled ‘Be Someone’ssWe’

     

    Commenting on the same, Avneesh Khosla, CMO, Vodafone Idea, said: “Loneliness is a growing concern in India, especially amongst the youth. We believe as a brand designed to aid connectivity, we have a strong role to play in addressing this concern. Our new campaign ‘Be Someone’s We’ is designed to reflect our philosophy of inclusivity, helping the world become less lonely.”

     

    Conceptualized by Ogilvy India, the campaign comprises different slice of life stories that focuses on situations that may make us feel left out or lonely.

     

    Added Harshad Rajadhyaksha & Kainaz Karmakar, CCOs from Ogilvy said
“: Loneliness is one of the biggest silent killers of our time. The campaign shows how a simple phone call, a text or a connection in any way, can change how another person is feeling. Each story of the campaign addresses a different aspect of loneliness – from the first day at work to being a student in a city you don’t belong to. Rohit Dubey, who heads creative for Vi at Ogilvy has crafted the stories and Amit Sharma from Chrome films has brought them to life. Here’s wishing “Humari duniya mein akelepan ki koi jagah na ho”

     

  • Showcasing Fevicol Glue Drops' Instant Bonding Strength

    Pidilite unveils digital campaign

    By Our Staff

     

    Pidilite Industries, manufacturer of adhesives and sealants, construction chemicals, and craftsmen products, has unveiled its new digital campaign (DVC) for Fevicol “Glue Drops” – a drop adhesive that promises to redefine the way you decorate and adhere things.

     

    Said Kashyap Gala, Senior Vice President of the Arts & Crafts Division at Pidilite Industries Ltd: “At Pidilite, we are always looking ahead, and Fevicol Glue Drops is a testament to our forward-thinking approach. This groundbreaking adhesive product is poised to redefine the category. While the campaign begins with decoration space as one of its uses, the versatility of this adhesive caters to countless temporary sticking needs. The campaign will go live across multiple digital touchpoints and will be complemented by a strong influencer component as we showcase the many use cases of this truly disruptive innovation.”

     

    Commenting on the campaign, Piyush Pandey, Chairman of Global Creative & Executive Chairman, Ogilvy, India, added: “Fevicol, the mother of all adhesives, keeps looking for need gaps to fulfill them with innovative products. This time, it’s Fevicol Glue Drops that do the job better than ordinary tape without leaving any marks. The ad captures the use of Fevicol Glue Drops in a day-to-day situation in a fun way, providing an easy demonstration with interest value for the family.”