Eveready Industries India Ltd (EIIL) has introduced a new range of Ultima Alkaline batteries with a TVC conceptualised by Ogilvy.
Said Anirban Banerjee, Senior Vice President & SBU Head (Batteries & Flashlights) of Eveready Industries India Ltd: “Empowering the present, energising the future – defines the revamped Ultima battery series from the house of Eveready. Its smarter appeal and long-lasting power embodies our commitment to solving for emerging consumer needs and innovation. Demanding devices like battery operated toys, smart remotes, wireless mouse, BP machines etc need more power. The new and improved Ultima batteries, push our boundaries, with 400% and 800% longer-lasting performance, highly suitable for the high drain devices. The batteries are also equipped with a unique Turbolock Technology which prevents leakage and protects the consumer’s precious devices from damage caused by the batteries. As a testament to our vision of responsible innovation, Ultima batteries are eco-friendly, devoid of Mercury, Lead, and Cadmium. This is not just a product upgrade; it’s a step towards shaping a better tomorrow.”
Added Sukesh Nayak, CCO, Ogilvy India: “Khelenge Toh Sikhenge” is an empowering platform that helps look at playing with toys in a new way. The games children play with their toys have a lot to teach them. Lessons on partnership, sharing, caring, teamwork, empathy and more can be learnt by continuous play. Eveready, India’s No. 1 battery with its new long lasting Ultima batteries wants to own and build this empowering platform. And help enable every child in every household across India to learn something new and meaningful, every single day.”
Piyush Pandey with Ogilvy Global CEO Devika Seth Bulchandani
By Our Staff
Ogilvy India has announced a significant leadership transition that will take effect from January 1, 2024. The transition will involve a variety of senior Ogilvy India veterans taking the next steps in their long tenure with the agency.
As Chief Advisor, Piyush Pandey, currently Chairman Global Creative & Executive Chairman of Ogilvy India and one of India’s and the global industry’s leading creative figures, will work closely with the leadership team to ensure the impact and richness of the Ogilvy legacy transcends all functions and levels of Ogilvy in India. He is on a mission to make certain Ogilvy’s rich creative heritage continues and makes an impact particularly on the creative product and the digital transformation that has already seamlessly integrated to make Ogilvy India a modern marketing powerhouse.
In this role, Pandey will continue to work closely with major clients and the agency’s executive team to ensure that Ogilvy India maintains its important leadership role in India. Along with the leadership team, Piyush will be involved with key Ogilvy clients and new business prospects and the creative product of the agency. He will also continue to participate in various industry bodies and award forums.
SN Rane, Group Executive Co-Chairman India & COO South Asia, will work as Business Advisor to Ogilvy Asia Pacific. In his new role, Rane will work closely with Ogilvy Asia-Pacific to ensure that Ogilvy India has a smooth transition under the new management and to advise on various business operations and planning issues.
Hephzibah Pathak
Hephzibah Pathak will take on the role of Executive Chairperson of Ogilvy India. She will be Ogilvy India’s first ever woman in this role. Notes a communique: “Pathak has been the most trusted partner for many of Ogilvy’s key clients. She has played an integral role in creating iconic, category defining transformative work on many of their brands. Importantly, Hephzibah has been an inspiring mentor to many current leaders and emerging talent in Ogilvy India. In this role, Hephzibah will lead and drive the strategic direction, growth and transformation agenda of the company.”
VR Rajesh
VR Rajesh will move from his current role as Group President of Ogilvy India to Chief Executive Officer (CEO) of the agency. VR Rajesh has led the charge in building and growing Ogilvy’s capabilities in modern marketing. In his role, he will partner Hephzibah in further accelerating the transformation agenda of the company. He will also be responsible for running the operations of the agency across offices in India and all its business units. He will also work closely with Hufrish Birdy, who will continue in her current role of Chief Financial Officer (CFO), on various financial, commercial, and compliance issues for Ogilvy India. Hufrish has been a strong and astute pillar who has partnered the leadership team over years to deliver healthy financial performance.
Further, Ogilvy India’s leadership transition will also involve important new appointments to the Ogilvy Board. Joining the Ogilvy India Board will be the agency’s three Chief Creative Officers (CCO’s) – Harshad Rajadhyaksha, Kainaz Karmakar and Sukesh Nayak. The creative trio of Sukesh, Kainaz and Harshad are amongst the most awarded and celebrated in the country and have led the charge in creating industry defining modern work on many of Ogilvy’s valued clients.
The agency’s Chief Strategy Officer (CSO), Prem Narayan also joins the board. Prem has been a strategic partner to many of Ogilvy’s key clients and creative partners. He has championed the effectiveness culture at Ogilvy, making Ogilvy India one of the most effective agencies in the world.
All four of them will continue in their current, vital roles in the agency, leading the creative and strategic work of the agency.
These four executives will be joining Hephzibah, VR and Hufrish, who are already on the Board. All of these executives, working closely as a combined leadership team, will provide important continuity, experience, and commitment to the next phase of growth and Ogilvy India excellence for its clients.
Devika Seth Bulchandani, Global Chief Executive Officer, Ogilvy adds, “Piyush has done what true legends do. Nurtured and groomed a class of leaders who can assume the day to day running of the Ogilvy machine which will give him time to focus simply on the magic he has been so legendary in creating for our clients.
Together I trust the new leadership to take this iconic agency to new heights.”
Piyush Pandey, Chairman Global Creative & Executive Chairman of Ogilvy India said, “Creativity and its impact on our client’s businesses is at the heart of Ogilvy. In keeping with my passion, I will continue to partner and guide the new leadership as always. Our joint purpose is to ensure that we not only maintain but also better our core strengths.”
Eveready Industries India Ltd (EIIL) batteries, flashlights, and emerging lighting solutions, unveils its new brand logo and tag line, connecting the new generation with its power of infinite possibilities in the future.
Speaking about the rebranding, Anirban Banerjee, Sr. Vice President & SBU Head (Batteries & Flashlights) of Eveready Industries India Ltd. said: “ The iconic Eveready brand has enhanced its respect, reach and recall over time, matching its products and quality with the best in the world. With evolving consumer needs, the brand needed to transform and expand its portfolio, offering powerful, premium and innovative products. It was thus important for the brand to be seen as relevant and contemporary across age groups in the new world as it straddled the new portfolios.”
Added Sukesh Nayak, CCO, Ogilvy India: “Eveready stands for limitless power and dynamic possibilities. It is ever evolving, constantly changing and forever transforming to keep India moving towards exponential progress. This zest for dynamism, infinite energy and endless possibilities finds form in the newly revamped Eveready logo. The new logo is a symbol of power without a pause. Revamped and animated, it evokes the idea of momentum, forever on the go. It forms the loop of infinity, to denote eternal drive, the spark of new beginnings. That’s why the latest rendition of the logo comes with an additional line: give me power. Eveready is the future of power. Infinity is the soul of new Eveready.”
Vi, earlier Vodafone Idea, mobile network operator, has partnered with Mumbai’s best human network, the Dabbawalas, to test and improve the network for offering a superior network experience to its users. The Dabbawalas, visited nooks and crannies of Mumbai city to experience & test Vi GIGAnet
Partnering with Dabbawalas, Vi got them to test Vi GIGAnet to understand where the network was seamless and where it needed strengthening on parameters such as data, voice calling, video streaming, gaming etc. The team traversed the length and breadth of Mumbai city, testing the network strength of Vi GIGAnet across 22 wards and over 550 locations. With the help of videos and voice notes, data & responses along with live location sharing, Dabbawalas reported their experience in different parts of the city.
Commenting on the network campaign, Avneesh Khosla, CMO, Vi said: “Mumbai is a key market for us and ensuring a seamless network is paramount. The human network of Dabbawalas gave us a better perspective on Mumbai & a more holistic feedback on the experience as they torture tested the network. Today, we are confident that Vi offers superior network connectivity in the nooks & corners of the city & the dabbawalas are testimony to it. We thank the dabbawalas for this & strive to continuously improve our network in the city.”
Speaking about the work, Kainaz Karmakar & Harshad Rajadhyaksha, CCOs, Ogilvy India, added: “What could possibly be the connection between a modern, cutting-edge network service provider like Vi, and the 134-year-old iconic Dabbawalas service! It is exactly this clash of contrasts that became the creative backbone of this disruptive idea. In a category saturated with technical data and jargon, we set up an unexpected, charming and much trusted human network, as our benchmark to live up to when it comes to covering the megapolis of Mumbai. The Dabbawalas have been such an integral part of the ethos and culture of Mumbai, and we are proud to make the efficiency of their network an inspiration for our Vi network.”
Commenting on the association Ulhas Muke, President, Mumbai Dabbawala Association said: “We are delighted to be chosen by Vi to play a role in improving their network experience for Mumbaikars. Today, we take great pride in the fact that our dabbawala network knows and understands Mumbai and its nuances like no other. Our association with Vi for the torture test was to verify the network strength in Mumbai through the experience of video calls, streaming videos, online gaming, download experience, voice connectivity, and speed tests. We are glad to have been a testimony to Vi’s strong network experience across Mumbai. This unique partnership with Vi has been a validating, satisfying, and an enjoyable experience.”
I finished playing around with the lyrics and genre of the birthday song for a friend at https://cadburymybirthdaysong.com and am more than happy with the result. I am not surprised at this new initiative by Cadbury Celebrations with its partners Ogilvy and Wavemaker to get Artificial Intelligence (AI) to work for the masses and create a personalised ‘Happy Birthday’ song. They have done this in the past. The personalised greeting, the Diwali selling and more.
In effect, the last few initiatives are as different as one Bond movie from another. There is a pattern, and strategic thinking helps keep the result in sight.
It must be effortless, effective, and efficient for the user.
It must use technology that is easily affordable, accessible, and available.
It must be easy. Maybe just the fingertips and mobile should do the magic.
It must awe the audience and create an appreciable debate.
It should be something the audience would really desire, and that would delimit their constraints in more ways than one.
#MyBirthdaySong is just such a campaign.
Now no longer, the birthday song will be the same. Anyone can create a customised birthday song. Making the recipient feel more wanted, adored and special. Think if the person is not aware of this tool created by Cadbury, how impressed the person would be. As one would not understand and imagine the labour, time and effort that would go into creating anything remotely similar without AI.
The persons who made and gifted it to the birthday person feels positive about themselves. See themselves as creative and contributing. A memory of a different type. If not to the party, this person surely carries a Cadbury Celebration pack in mind. The brand association and engagement through such a device are ideal and long-term. Maybe ere performance marketing meets the brand-building efforts.
The song is unique as it allows you to harness the power of AI and generate lyrics, choose the music style, and bingo have a unique birthday song served in no time.
I must ask you to go to https://cadburymybirthdaysong.com and playfully try the same. Don’t worry if the birthday is not near or already gone. Its downloadable output that one can proudly send, display, or sing along at the event making that occasion memorable as it should be. I usually do not refer to the contributing parties, but this one must get the credits. After the details have been placed, lyrics are created by Uberduck’s Generative AI engine and sung by GanAI custom-created vocal models – mixed and mastered with Uberduck’s AI-generated music that makes the song unique.
In the past, Cadbury has been at the forefront of pathbreaking work. The ‘SRK Support Local retailer’ sale, ‘Not just a Cadbury ad’ and the ‘Support the Hawker nearby’ were on similar lines, based on scalability and ease of use of technology.
Net-Net
Brands have a tremendous opportunity to access and leverage new-age technology to take that additional steps to connect and work with the audience. Brand-building can happen with performance marketing. I must also remind you to watch the HP ad ‘Thodi Si Jagh bana lo’ – which also showed how to easily use technology with a human face for a technology company.
Eveready Industries, battery and lighting products manufacturers, has rolled out a TVC, ‘Hero Banne Ka Power’ to launch Boomlite DL 85 rechargeable torch. The TVC shines light on the unsung bravery of our people and celebrates courageous deeds, because not all heroes wear capes – some carry torches
Said Anirban Banerjee, Sr. Vice President & SBU Head (Batteries & Flashlights), Eveready Industries India Ltd.: “We are thrilled to announce the launch of Eveready Boomlite DL 85 rechargeable torch alongside a captivating TVC, ‘Hero Banne Ka Power’. This torch embodies Eveready’s dedication to offer innovative and versatile products to our valued customers. With its exceptional performance, we believe this torch will not only illuminate dark spaces but also ignite a spark within individuals, empowering them to embrace their inner strength and become the true heroes of their own narratives.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy: “Darkness is not to be feared. It is to be fought and defeated. That’s what most Indians know and do on a regular basis. They dispel the darkness in their own way, armed with resilience and resourcefulness. This new campaign is a celebration of the human spirit, of the never-say-never attitude. Anyone can be a hero. All one needs is power. That’s what Eveready offers. We hope this campaign will serve as a beacon of inspiration for those everyday heroes who make the world a better place.”
Dove Men+Care, men’s grooming brand, is back with a film that captures the transformation of the modern man.
Commenting on the brand film, Harman Dhillon – Vice President – Skin Care, Colour Cosmetics and Dove Masterbrand said: “Our brand has been built with a spotlight on superior care. With the launch of Dove Men+ Care, our purpose is to inspire every man to experience the transformative effects of care on themselves and those around them. This philosophy is deeply ingrained in our products, which provide the care men need without sacrificing on performance. Our first launch is the 2-in-1 Shampoo+Conditioner that exemplifies our unwavering commitment to offering exceptional care. In our latest brand film, we deliberately chose a football match as the backdrop, to beautifully showcase the power of care even amidst fierce competition.”
Added Zenobia Pithawalla – Senior Executive Creative Director & Mihir Chanchani – Executive Creative Director, Ogilvy: “Dove Men+Care is created for the new age man, who understands the power of care. In this communication, we show how modern men in the most competitive scenarios, won’t shy away from revealing their caring side. Dove Men+Care celebrates men who do not bow down to the stereotypes of masculinity – men who are comfortable showing their caring side and take great pride in self-care.”
On the occasion of World Social Media Day, tea brand Brooke Bond Red Label, along with its creative agency- Ogilvy, have launched a film called Red Label – India’s favourite Social Network.
Talking about the campaign, Shiva Krishnamurthy, Vice President, Food and Beverages, Unilever South Asia said: “Tea is India’s favourite social network. While this is obvious in hindsight, it is a refreshing way to pay tribute to India’s favourite drink. It is only befitting that India’s no. 1 tea brand, Brooke Bond Red Label does this. With its characteristic warmth, Brooke Bond Red Label brings out the uncanny applicability of social media terms to a cup of tea. We are excited to launch this campaign on World Social Media Day and hope that it resonates with all Indian chai lovers.”
Add Harshad Rajadhyaksha and Kainaz Karmarkar, Chief Creative Officers, Ogilvy India added, “This campaign is thirteen years old! Our strategy partner Prem had shared this insight with us, back in 2010. Even today, it is super relevant. That is the power of this insight but that is also the power of tea. A simple but well-made cup of tea is the glue our country bonds over. Friends are made, friendships are rekindled and this tea time, is truly a time for togetherness. We love the way our director, Nobin Datta, has captured this. We hope the country loves it as much we do.”
Federal Bank announces the culmination of its initiative celebrating the Adyar community.
The bank aimed to unveil the diverse tapestry of Adyar’s community, showcasing the tales originating from its landmarks such as the Alamaram, Padmanabha Swamy Temple, and Elliots beach.
Said Rohit Dubey, Executive Creative Director, Ogilvy Mumbai: “Federal Bank is, and has always been, a bank with a heart, and so is Federal Bank’s Adyar initiative. An idea with a heart. Celebrating the local community, fostering pride and connection, it will reinforce the goodwill towards the Federal Bank as a responsible corporate citizen. We hope that this project creates a positive impact, culturing brand love through shared experiences, community pride and a sense of belonging.”
Added M V S Murthy, Chief Marketing Officer , Federal Bank: “We believe that people are the cornerstone of any community, society, and nation. As a bank deeply committed to empowering citizens and realizing their dreams, we are proud to present ‘I am Adyar, Adyar is Me,’ a sincere ode to the life, living, and memories of the people of Adyar.”
Pidilite has launched of new television commercial (TVC) for its tile adhesive brand, Roff. The TVC, conceptualised by Ogilvy, showcases the qualities of Roff tile adhesive while addressing common tile installation issues faced by customers.
Commenting on the consumer awareness campaign for Roff, Sudhanshu Vats, Deputy Managing Director, Pidilite Industries Ltd, said: “At Pidilite, pioneering in emerging categories is a core value that drives us. Our brand Roff is aimed at transforming the way tiles are fixed in India. The nationwide launch of our new Roff TV commercial underscores our unwavering commitment to raising awareness and enhancing customer experiences. Roff products embody cutting-edge technology, blending global expertise with local intelligence. They enable contractors, architects to create long-lasting beautiful tile and stone creations without any worry. Through this initiative our objective is to inform and empower customers to make well-informed choices.”
Added Piyush Pandey, Chairman of Global Creative & Executive Chairman, India of Ogilvy: “It’s a great innovative product and therefore one of the most innovative demonstrations of the benefit. It explains it all in a consumer friendly and entertaining fashion.”
The Adani Group unveiled its new multi-media, multi-platform ad-campaign, ‘Hum Karke Dikhate Hain’. Developed by Ogilvy India, the “Hum mushkilo ki nahi sunte, karke dikhate hai” campaign is a testament to the Adani Group’s growth.
Through a 100-second television commercial that takes viewers on a visually stunning journey across the country, the Adani Group celebrates its 35 years of dedicated service to India. The Group will roll out the campaign across print, broadcast and social media platforms over the next few weeks.
Pranav Adani, Director, Adani Enterprises said: “The campaign perfectly captures the unconquerable spirit and ethos of the Adani Group to convert challenges into opportunities and its resolve to driving positive change in the lives of millions of Indians. As a first-generation entrepreneurial company, it is this indefatigable spirit that has been a bedrock of our culture.”
The Group has diversified into a world-class portfolio of independently governed market leading businesses that have revolutionized industry practices in sectors like energy and utilities, transport and logistics, materials, metals and mining, and direct-to-consumer.
Piyush Pandey, Chairman of Global Creative & Executive Chairman – India, Ogilvy, added: “Investing in infrastructure and national development projects needs determination and belief. This is the spirit of Adani and its new corporate campaign.”
The news is as big as, say, an Aamir Khan returning to accept film awards. And it’s set to sizzle adland in the run-up to Goafest 2023, scheduled to be held from May 24 to 26. Yes, the Mullen Lowe Lintas Group is participating in the Creative Abby.
Lowe Lintas, or the Mullen Lowe Lintas Group, is entering the Abby Awards or the Abby One Show, as they are called.
The news is confirmed, and we couldn’t hold on from breaking it even as we’ve been watching the endless analyses of the Karnataka Assembly Elections.
Lintas, as the agency has been known for eons, has stayed away from the Advertising Club awards for over two decades. Several attempts have been made through the years with the various captains the agency has had, but the response has been a ‘no’. It may be noted that the agency does participate in the Effie Awards, and has also been the top agency there (not always, but has been over years), and has gone to town about that accolade.
So it’s not that the folks at Lowe hate awards or the Ad Club, it’s just that there has been an allergy towards creative awards. And even an overdoes of Allegra hasn’t worked.
But things have changed at Lowe Lintas. There is a new A-team there, and the folks at the Advertising Club could get them to see reason.
The number of entries may not be too many, but the news is already being welcomed by a cross-section of the advertising fraternity MxMIndia disturbed on a Saturday mid-morning.
According to unconfirmed information we have, Ogilvy has continued to stay away from Abby but some others like Wunderman Thompson and McCann are back.
I finished playing around with the lyrics and genre of the birthday song for a friend at https://cadburymybirthdaysong.com and am more than happy with the result. I am not surprised at this new initiative by Cadbury Celebrations with its partners Ogilvy and Wavemaker to get Artificial Intelligence (AI) to work for the masses and create a personalised ‘Happy Birthday’ song. They have done this in the past. The personalised greeting, the Diwali selling and more.