MxMIndia

Tag: OgilvyIndia

  • Continuing with its Shubh Aarambh campaigns, Cadbury is now focussing on Nayi Dosti ka Shubh aarambh with Friendship Day around the corner

    Cadbury’s ‘nayi dosti ka Subh aarambh’

    By A Correspondent

     

    Cadbury Dairy Milk celebrates the beginning of new friendships with its latest TVC – ‘Nayi Dosti Ka Shubh Aarambh’. The TVC showcases the first magical moments of a blossoming friendship between a young girl and boy on the sidelines of a wedding, an occasion that in itself connotes new relationships. The traditional setting, combined with the contemporary twist results in an easily relatable and youthful TVC which hit TV screens nationwide on July 21 and is expected to have a presence in over 70 television channels.

     

    To further strengthen the brand’s digital presence, the TVC was released online on YouTube and Facebook on July 13. The response in the first 6 days has seen close to 573,000 hits on YouTube and 10,600 likes on Facebook.

     

    Speaking on the campaign Chandramouli Venkatesan, Director, Snacking & Strategy, Cadbury India said: “Cadbury Dairy Milk encapsulates an enormous breadth of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. The latest TVC celebrates and honours another very important aspect of relationships- the start of a new friendship.”

     

    Abijit Avasthi, National Creative Director, Ogilvy India added: “The campaign is perfectly timed to coincide with Friendship Day on August 5. This is an exciting, action-packed time for youngsters since colleges re-open around this time and they get to meet new people and start new meaningful friendships that last a lifetime.”

     

    The TVC will be supported by a robust integrated marketing campaign, including on-ground activations in 80 colleges, creative print placements, interesting radio capsules in leading radio stations across many cities and outdoor, to urge people to make new friends and celebrate special “friendship moments”.

     

    The new commercial plays out at a traditional wedding ceremony. A teenage girl and boy exchange notes on how every family has a “dancing uncle/aunty” and an “allergy aunty/uncle”. They quickly realize that the two families have much more in common than they thought. When the girl excitedly asks, “Tumhaari family mein mere jaisa kaun hai?”, the boy smiles and replies “Main”. A piece of Cadbury Dairy Milk is exchanged to celebrate their new found friendship and the closing VO states “Nayi Dosti Ka Shubh Aarambh. Kuch Meetha Ho Jaaye.”

     

     

  • On day 4,India managed to pick up 1 Gold, 1 Silver and 5 bronzes. The Gold was bagged by DDB Mudra Group for its entry 'The Hinglish Project' in Design Lions

    DDB Mudra, Leo Burnett within touching distance of each other on metals tally

    By A Correspondent [updated]

     

    With 11 out of 15 categories already finding their fate at the grand creative stage of excellence-Cannes,India’s performance at this juncture doesn’t paint an impressive picture. Out of a total 84 shortlists that India has managed to garner against its name across the 11 categories announced till date, only 12 have managed to find their way into the winners tally. A recap of India’s performance thus far shows the country having two Golds, three Silvers and 10 Bronzes in its kitty.

     

    On day 4, India managed to pick up 1 Gold, 1 Silver and 5 bronzes. The Gold was bagged by DDB Mudra Group for its entry ‘The Hinglish Project’ in Design Lions category. It also won a bronze for the same entry. The other Gold for India was bagged by McCann Worldgroup for its client ‘Western Union’ in the Outdoor Lions category. As for the Silvers, it is Leo Burnett that is leading the way with 2 Silvers including one in Press Lions for its client Bajaj Electricals and the other for Doorstep School in the Media Lions category.

     

    Leading the list among the agencies is DDB Mudra with 32 points (including 22 points from shortlists). At the second place is Leo Burnett with 30 points against its name. If not for the points accumulated from shortlisted entries, Leo Burnett would’ve been placed at the top spot. Coming in third is Ogilvy India that has a total of 19 points against its name, including 3 Bronzes that it has bagged so far. It is a close call between the fourth and the fifth spots with BBDO India sitting at 14 and McCann WorldGroup sitting at 13. Cheil Worldwide is next with 8 points including 1 Silver that it won for Samsung. Brand David is next with 4 points followed by Publicis and Bates at 2 each. The remaining ten agencies are placed at the same spot (tenth) having bagged a point each for their respective shortlists.

     

    With four more categories to go, including Film Lions, Film Craft Lions, Branded Content & Entertainment and Titanium & Integrated Lions, the table is still wide open. Whether a new contender will emerge at the top and whether India will compare this year’s metals tally to that of the past will be known in a couple of days. Note this does include the shortlists announced today.

     

    Agency Titanium Grand Prix Grand Prix, Titanium Gold Silver Bronze Shortlist Total
    Points 12 10 7 5 3 1
    DDB Mudra 1 0 1 22 32
    Leo Burnett 0 2 1 17 30
    Ogilvy India 0 0 3 10 19
    BBDO India 0 0 2 8 14
    McCann Worldgroup 1 0 0 6 13
    Cheil Worldwide 0 1 0 3 8
    Brand David 4 4
    Taproot India 3* 3*
    Bates India 2 2
    Publicis Communications 2 2
    BBH India 1*+1 1*+1
    JWT Mumbai 1 1
    Creativeland Asia India 1 1
    TBWA\ India 1 1
    M&C SAATCHI 1 1
    OMD India 1 1
    Mindshare 1 1
    Draftfcb + Ulka 1 1
    Grey Worldwide 1 1
    PERCEPT/H 1 1
    Bacardi India 1* 1*

     

     

    * Winners to be announced on Saturday late evening @ Cannes

     

  • CEO-designate Sanjay Thapar hopes to build on Bates India's strengths & make it shine again

    Bates boss-to-be plans big

     

    Sanjay Thapar, Group President, North & East, and member India Board, Ogilvy India is all geared to take one of the most challenging jobs of Indian advertising in the current times – that of reviving Bates India. He is set to take the mantle as the CEO of Bates India. The agency has gone through a lot of upheaval in recent times and Mr Thapar’s job is definitely not a simple one but the man has proved his mettle in his past assignments. Will he be able to pull this one off? Mr Thapar in conversation with Tuhina Anand of MxMIndia, talks about this and more.

     

    What prompted you to take this role at Bates?

    During my career, I have done many different roles and I have donned multiple roles specific to communication too. Each one has come with different challenges and each challenge brings with it a unique set of opportunities that has given me the chance to learn and grow. I guess I love each one of them, especially if they are different, and this is one of them.

     

    Don’t you think that after the entire churn that the agency has gone through, you have a tough job to keep?

    As I said, each job or each role has its challenges and this one is no different. Of course, the job is challenging, but that’s what makes it so interesting.

     

    What will be the tasks on hand once you join the agency?

    Bates has had its share of glory in the past, and currently it is a robust agency with a good pedigree and foundation. My job is to build on its strength and make it shine again. I would love to see the agency double its business in the next 3 years.

     

    You are an old hand at Ogilvy, though it is within the network, how easy or difficult is the switch for you?

    It’s been 14 years with Ogilvy and that is a long time. Sure, it’s difficult – it’s like moving to a different part of the family. Thankfully, it’s the same family and that’s what made the decision somewhat easier. Being part of the same group, we do share similar values and are culturally alike. That surely helps.

     

    It is known that Bates didn’t perform in the last year, can you share any strategy that you would adopt to turn around the agency?

    It’s too early for me to comment on this. I take my position with Bates sometime early July and I can only comment once I get there. One thing is clear though, it’s the people who make the place and I am sure we still have many of them at Bates.

     

    How do you view this opportunity?

    Interesting and Challenging.

     

    At Ogilvy, what would you say has been your achievement and also share some of your learnings.

    I have played many a parts at Ogilvy. Some of the most significant ones would include the turnaround of Kolkata office, which is also as it was my first role at Ogilvy. Another would be achieving significantly higher levels of growth in Delhi, which brought the office to its current position, both in size and stature. I can also recall helping to set up Ogilvy’s Shopper marketing practice as another achievement and learning.

     

    Along the way, I have learnt many lessons, which include when to be aggressive, when to be humble, when to accept situations and when to fight them. The most significant of them is the art of collaboration. Our business has so many people, each with different skills/strengths, yet it is a must that they combine well and that is when magic happens.