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Tag: O&M

  • Will be brand ambassador for ‘Puncture Safe’ range of bike tyres

    Ceat signs Rana Daggubati

    By Our Staff

     

    Ceat Tyres has signed Rana Daggubati as its brand ambassador for promoting the ‘Puncture Safe’ range of bike tyres across media platforms.

    Said Arnab Banerjee, Chief Operating Officer, Ceat Tyres: “We at Ceat have always believed in our vision of ‘Making Mobility Safer and Smarter Every day’. The launch of our new campaign articulates the same for motorcycles. The central idea is to highlight the importance of using durable tyres to prevent disruptions on any terrain. We are delighted to have Rana Daggubati on board for this campaign as he perfectly embodies the strength and durability of Ceat’s ‘Puncture Safe’ technology. The India-England test series offers an ideal opportunity for us to connect with our customers as it is one of the most widely watched event in India with a massive viewership.”

    Added Rohit Dubey, Group Creative Director, O&M: “As privileged creative partners of Brand Ceat, we believe that the only predictable thing about a Ceat tyre commercial should be that it should not follow hackneyed codes of tyre advertising. ‘Keel wale baba’, is another essential brick in bolstering Ceat’s brand voice. On this project, we dug into our Indian cultural references of nails, godmen, and connected the dots leading to innovative puncture safe technology. And as always, it was an absolute joy creating it with the ever positive and courageous Ceat marketing team.”

     

     

  • The campaign aims to amplify the idea of not having to compromise one's desires in order to save for the future

    SBI Life’s new TVC urges people to fulfil their wishes

    By A Correspondent

     

    SBI Life launched the latest TVC titled ‘Ab har shouk poora hoga’ (now every wish will be fulfilled), taking forward the brand’s core idea of – Celebrating Life, wherein the protagonist indulges himself in the most unexpected way for its product SBI Life Insurance’s Wealth Plan. The campaign aims to amplify the idea of not having to compromise one’s desires in order to save for the future.

     

    Created by Ogilvy & Mather, the campaign amplifies the idea of not having to compromise your desires in order to save for the future. One half of our life is spent in working hard and saving harder in order to secure the other half. No wonder that insurance communications have always pegged around the later aspect on how to secure our family’s life once we have no income. Given the clutter, the communication of SBI Life Insurance’s Wealth Plan is distinctly refreshing.

     

    “The campaign very beautifully captures the sheer pleasure one experiences while indulging in luxury, with a touch of humour to it. It shows how SBI Life’s Wealth Creation with Insurance Plans lead one to prosperity and a life full of indulgence,” says Braj Kishore, Head- Brand & Corporate Communication, SBI Life Insurance.

     

    Explaining the campaign, Zenobia Pithawalla, Executive Creative Director, O&M, says: “The common man in India spends his whole life and money on every day, mundane things. We wanted to show him, through SBI Life’s Wealth with Insurance Plans, that life can be different.Our film shows a common man indulging in an expensive hair wash at a very fancy salon. What’s more, all this for a few, non-existent strands of hair. Making our point that with the right plan, you can live life the way it is really meant to be lived.”

     

    Abhik Santara, Senior Vice-President, O&M, says: “The communication task for any financial product is duel. First is to create excitement for the product and the second is brand persuasion. Our campaign, hopefully, will make the category ‘interestingly’ desirable without making one grim with future anxiety.”

     

  • The truth is, Western Classical music is enjoyable at every age

    O&M unveils campaign for NCPA & SOI

    By A Correspondent

     

    O&M has unveiled a campaign for The National Centre for the Performing Arts (NCPA) and the Symphony Orchestra of India (SOI) that highlights the importance of classical music to the audiences.

     

    For decades, this genre has been dressed up in tailcoats, serious expressions and a preconceived notion that it is meant for a generation ‘much before mine’.But the truth is, Western Classical music is enjoyable at every age.That’s the truth the NCPA and SOI wanted Ogilvy & Mather to illuminate, through this film created especially for the online world.

     

    Zenobia Pithawalla – Executive Creative Director, Ogilvy and Mather said, “The best thing about this idea is that to address the client’s concern, we borrowed from their pool of talent. These young students of the NCPA and SOI dived right into the heart of preconceived notions about Western Classical music, to change them, one note at a time. Thanks to the patience and dedication of our young director Afshan Shaikh we were able to bring the idea to life.”

     

    Navin Talreja of Ogilvy& Mather said, “As an agency we are passionate about the performing arts and hence this campaign for the NCPA and SOI. Western Classical is seen as music for older people and so the brief was to get younger audiences in. We felt what better way than to showcase the wonderful talent of the kids who are part of the SOI’s training programmes to inspire the younger generation to come and experience the wonderful Western Classical concerts that are performed at the NCPA.”

     

  • The winners emerged from 92 finalists across 36 categories

    Havas, O&M, Lowe Lintas win big at APAC Effies 2015

    By A Correspondent

     

    APAC Effie Awards 2015 announced the winners at an Awards Gala held on 10 April 2015 at the Four Seasons Ballroom Singapore.

     

    Hosted by veteran actor and comedian Pam Oei and attended by some 170 marketing professionals from around the region, the awards gala presented a total of 61 Awards – 1 Grand Effie, 17 Golds, 19 Silvers and 24 Bronzes. The Grand Effie was awarded to Havas Worldwide and Child Survival India for their campaign “No Child Brides”.

     

    The winners emerged from 92 finalists across 36 categories and the coveted Agency of the Year Award went to Ogilvy & Mather Mumbai who picked up 8 awards – 2 Golds, 4 Silvers and 2 Bronzes. Lowe Lintas + Partners, India and DDB Auckland came in second and third respectively.

     

    Ogilvy & Mather was named the Agency Network of the Year, picking up a total of 4 Golds, 4 Silvers and 4 Bronzes from its agencies in the region followed by BBDO Worldwide and Lowe & Partners.

     

    India was the biggest winner walking away with a total haul of 18 awards, including the Grand Effie followed by Australia and New Zealand with 15 and 11 awards respectively.

     

    Awards Chairman Jarek Ziebinski said, “’Awarding Ideas that Work’ may sound like a simple concept but winning an APAC Effie is more than just an accolade. It is an affirmation of being the best in the Asia Pacific region, a true recognition of an agency’s expertise in delivering marketing campaigns that work and achieve results. This is the core reason our creative industry exists.  It also further validates a successful two-way collaboration between clients and agencies and the synergies that arise from it”.

     

    The APAC Effie Awards is organised by the Confederation of Asian Advertising Agency Associations (CAAAA) and Tenasia Group. Mr Harris Thajeb, CAAAA Chairman said, “ We are impressed with the high quality of work submitted.  The Asia Pacific region has again proven its relevance by continuing to improvise and explore new ways through the use of new technologies and fresh ideas to create an impact in their marketing communications and it is through this celebration that we honour marketing effectiveness excellence and recognise the success of these marketing campaigns”.

     

  • Apart from television, the campaign will also be supported on the digital medium including social platforms

    O&M launches new campaign for Center Fresh Endless

    By A Correspondent

     

    Continuing with its tradition of innovation, Perfetti has launched Center Fresh Endless and has unveiled a TVC too. With its unique blue and white stripes, the product promises long lasting freshness.

     

    Commenting on the launch, Nikhil Sharma, Director Marketing, Perfetti said: “Long lasting freshness is a very relevant benefit in the gums category. Our R&D developed a product whose freshness lasts longer than the other gums available in the market. We are extremely excited about this new launch and we believe this will open up new avenues for consumption.”

     

    Playing on its unique proposition of long-lasting freshness, the launch campaign features a series of three hilarious commercials with funny situations that seem never ending. From the nervous groom endlessly trying to lift the bride’s ghoonghat to two office colleagues unable to get past each other in a doorway, to the funny Sheikh who simply can’t stay steady on the camel’s back, it’s non-stop fun, which is symbolic to the long lasting proposition offered by the product.

     

    “Some of the simplest situations in life can become very funny if they were to go on and on, seemingly without an end. The fun can be compared to that offered by the gum due to its long-lasting freshness,” shared Anurag Agnihotri, ECD, O&M Advertising Gurgaon.

     

    Apart from television, the campaign will also be supported on the digital medium including social platforms.

     

  • The core thought of the campaign has been customised to engage the digital audience as well

    Mentos takes the cheeky self-deprecating route for new campaign

    By A Correspondent

     

    Brand Mentos from Perfetti Van Melle, India has announced the rollout of its new campaign that highlights new product features. The new Mentos is now bigger and softer – the same will be communicated by Ogilvy & Mather through a series of announcer films.

     

    The television commercials revolve around characters that have no need for fresh ideas: entities like chicken, babies or potted plants. So, when the announcer enthusiastically explains to them how much better Mentos has now become, the characters shrug him off and continue with their lives. Then follows the campaign thought “They don’t seem to care, but you will.”

     

    “This cheeky self-deprecating route is a fun way to announce the product developments without sounding too ad-like,” shared Anurag Agnihotri, ECD, O&M.

     

    The campaign is also being backed by a strong 360 degree extension. The core thought of the campaign has been customised to engage the digital audience as well. This will be seeded on social media and multiple platforms like Youtube, Vuclip etc.

     

    Commenting on the launch, Preeti Bhatnagar, Category Head, said “Mentos has been an aspirational brand for consumers for over a decade and has lived up to their expectations across all touch points. The new Mentos commercial is an announcer film highlighting the product improvement but does not look anything like a typical announcer. It has every bit of quirk and fun that all Mentos advertisements have. We are extremely excited and are quite confident that this will strengthen the brand core.”

     

  • The campaign shows a fake hero trying hard to impress the shopkeeper by somersaulting his way into a stationery shop but ends up banging his head on the wall

    O&M unveils latest campaign for Fevistik

    By A Correspondent

     

    Following its earlier positioning of Fevistik being the original glue stick, Ogilvy & Mather has unveiled a new TVC that’s based on the same theme. The campaign shows a fake hero trying hard to impress the shopkeeper by somersaulting his way into a stationery shop but ends up banging his head on the wall. After a series of failed stunts, he asks the shopkeeper for Fevistik. But, the shopkeeper gives him some other glue stick. He takes huge offense to being offered a duplicate and accepts only the original glue stick Fevistik from the shopkeeper.

     

    Abhijit Avasthi

    Commenting on the campaign, Abhijit Avasthi, National Creative Director – O&M, India said, “The challenge before us was to make sure that people insist on buying only the original glue stick Fevistik from the shopkeeper and not fall for local imitations. And what better way to drive the point than showing that even duplicates reject the fake glue stick and demand only Fevistik. The new commercial with the fake superhero delivers this message in an entertaining manner.”

     

    According to Anil Jayaraj, Chief Marketing Officer, Pidilite Industries Limited “Fevistik is a market leader in glue stick category and enjoys significant top of the mind recall. It is the only glue stick brand which consumers remember and recall. The new communication aims at reiterating the same fact and encouraging consumers about making the right decision when it comes to choosing the glue stick. The communication also aims at educating consumers to be aware of look-alike products. We believe this new communication takes our brand ahead and stands out in an entertaining manner.”

     

    Apart from television, on-ground activations and branded digital content are also on the anvil.

     

  • Even the winners won't feel the joy of winning as half of the industry is not going to be there, says Piyush Pandey

    Top agencies like O&M, Lowe, McCann, Creativeland to skip Creative Abbys

    By Pritha Mitra Dasgupta

     

    The seventh edition of India’s advertising festival, Goafest, will be happening minus some big names. Seven of the country’s top advertising agencies – Lowe Lintas, Ogilvy & Mather, Creativeland Asia, McCann Worldgroup, BBDO, Grey and Leo Burnett will not be participating in 2014.

     

    Entries to the festival this year are down 50 percent – last year Goafest had received 4,800 entries across creative and media, but this year it has received around 2,500 so far. That’s despite the introduction of two new categories Promo-Activation and PR, and opening up the awards to entries from broadcasters and publishers.

     

    Srinivasan Swamy

    “I expected the numbers to be down this year,” says Srinivasan Swamy, chairman, Goafest 2014 and chairman & MD of RK Swamy BBDO. “But I believe 2,500 is also a good number to have. I agree that agencies like O&M and Leo Burnett send large number of entries and their absence would bring the numbers down. But we are not badly off,” he adds.

     

    While some of the non-participating agencies have decided to send delegates to the festival, a senior Goafest committee member confirms that this year the number of delegates will be also down by at least 50per cent. While Swamy maintains, “Let’s celebrate people who are participating,” Piyush Pandey, executive chairman, Ogilvy & Mather says, “Even the winners won’t feel the joy of winning as half of the industry is not going to be there.”

     

    Piyush Pandey

    One factor that has played a role in the low participation rate is the timing of the festival. Says a source on the Goafest committee, “Agencies usually got at least two months between Goafest and Cannes Lions to work on their budgets, to decide which entries to send and to decide the team that would represent the agency. But this year since the festival is happening in the last week of May there is hardly any time for agencies to plan.”

     

    All this has only resulted in more flak for the Abbys, the country’s oldest advertising awards which was integrated into Goafest a few years ago. “I think the Abbys was running beautifully till they combined it with Goafest,”says MrPandey. He says that the principle on which the award show was merged with festival was that Ad Club would run the awards and AAAI (Advertising Agencies Association of India) would organise the festival. “But it got muddled somewhere down the line,”he says.

     

    K V Sridhar

    KV Sridhar, the outgoing chief creative officer India subcontinent at Leo Burnett, agrees, saying, “While the festival may have become bigger, there is no doubt that Abbys has lost its credibility.” Mr Pandey in turn believes that Goafest should have taken a break for a year, restructured and reorganised itself and then returned with a bang in 2015. The deadline for entries has been extended to April 28 from April 25, so there doesn’t seem to be much chance that participation will ramp up. But Swamy says that the Goafest committee will be meeting with heads of the non-participating agencies immediately after the festival, to discuss and address their concerns and clear the way for next year’s event.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • MEC gets Sidhraj Shah to head Brand Activation unit

    MEC gets Sidhraj Shah to head Brand Activation unit

    By A Correspondent

     

    MEC has announced the appointment of Sidhraj Shah as Head of Brand Activation. His mandate will be to deliver innovative consumer experiences and to expand MEC’s brand engagement and implementation services.

    Mr Shah’s last assignment was at Wizcraft as Deputy General Manager. An MBA from Bombay University, Mr Shah will report to T Gangadhar, MD, MEC and to Dalveer Singh, Head Experiential Marketing, APAC, GroupM’s experiential marketing unit.

     

    With prior stints at O&M, SSC&B Lintas and Bates 141, Mr Shah has conceived and executed ground-breaking campaigns for clients such as McDonald’s, Standard Chartered, Virgin Mobile, Siemens, MTV and MiD-Day.

     

  • Ogilvy & Mather Mumbai has created a new campaign for Vodafone's Unlimited Data plan, which encourages viral videos and social networking on mobile

    O&M creates campaign for Vodafone Unlimited Data

    By A Correspondent

     

    Credits
     

    Agency: Ogilvy & Mather (Mumbai)

    National Creative Director: Rajiv Rao

    Sr. Vice President & Head of Team Vodafone: Sarang Wahal

    Creative team: Elizabeth Dias, Srreram Athray, Rohan D’Souza, Sanket Wadwalkar, Umma Saini, Prakhar Deogirikar, CV Saju

    Account Management: Paghna Bhatia, Himangi Kanodia, Richa Jaggi

    Account Planning: Prem Narayan, Anoop Menon

    Production House: Bootpolish Films

    Director: Shujaat Saudagar

    Ogilvy & Mather Mumbai has created a new campaign for Vodafone’s Unlimited Data plan. The brief given to the agency was that research indicates that one of the key triggers for internet usage is entertainment on the internet. While desktop usage allows access to the internet, only mobile internet enables users can do it any time. The telecom company targeting internet users on the desktop and giving them the incentive to move from time-bound Internet access to access Internet all the time. Hence, the brief was to create a behavioural change – switch to mobile internet and use it to watch videos any time you want, rather than restricting usage worrying about bills.

     

    The new campaign (TVC) encourages viral videos and social networking on mobile, with the key proposition being ‘Because fun is unlimited, Vodafone has unlimited Internet at Rs 199.’

     

    Unlimited Fun is a two-week campaign spanning through TV, heavily supported by online activity to drive more usage and OOH and Radio for added buzz.

     

  • Conceived by O&M, the campaign is using various platforms including social media, microsites, mobile, internet, radio and electronic media

    Mentos’ new Batti Jalao Campaign

    By A Correspondent

     

    Mentos, from Perfetti Van Melle India, was first positioned on the fresh thinking platform with ‘Aam Zindagi, Mentos Zindagi’ campaign. Mentos then evolved, literally, with the ‘Evolution’ campaign which portrayed an alternative theory of evolution where a monkey ate a Mentos and evolved into a man. Now Mentos has been positioned on the smart thinking platform with the tagline ‘Dimaag ki batti jala de’.

     

    ‘Batti Jalao’, the latest campaign by Mentos, is based on the insight that people have a natural fascination for puzzles and mysteries. The campaign uses a riddle with a twist and urges the audience to use their brain laterally. To make the campaign substantial and credible, there is a cash prize of Rs 25 lakh for solving the riddle.

     

    The marketing campaign aims to initiate conversations among consumers. To reach its target audience, Mentos will be using various platforms including social media, microsites, mobile, internet, radio and electronic media. The voice-over has been provided by Piyush Pandey, Ogilvy & Mather’s Executive Chairman and Creative Director, South Asia.

     

    Commenting on the campaign, Nikhil Sharma, Director – Marketing, Perfetti Van Melle India said, “The hope with this campaign is that can engage our consumers in an interesting and never-done-before way. With this communication, we have taken a leap and thrown a challenge to the consumers to solve a bizarre mystery. The entire look and feel for this is witty and humorous.”

     

    Abhijit Avasthi
    Piyush Pandey

    Abhijit Avasthi, NCD, Ogilvy India, added, “With a brand as fun and iconic as Mentos, there’s always this huge question: what next? It’s not easy to catch people by surprise and leave them with a laugh time after time, but we’ve done it yet one more time. And with the ‘Riddle’ campaign we’ve gone a step ahead by giving them something that will play on their minds even after they find out the answer.”

     

    Piyush Pandey, Executive Chairman and Creative Director, South Asia Ogilvy & Mather, added, “There comes a time in a brand’s journey where it must do something startling, something radical, even if what it has been doing before has worked really well. The new Mentos ‘Riddle’ campaign does exactly that. It takes a new leap without letting go of the essence of the brand.”

     

  • Madhukar Sabnavis, Vice Chairman and Country Head, Discovery and Planning, O&M India, is one of 12 new members appointed to the worldwide board of Ogilvy and Mather

    Madhukar Sabnavis on O&M’s worldwide board

    By A Correspondent

     

    Madhukar Sabnavis

    Madhukar Sabnavis, Vice Chairman and Country Head, Discovery and Planning, O&M India, is one of 12 new members appointed to the worldwide board of Ogilvy and Mather, in changes announced yesterday by O&M.

     

    Carla Hendra, Chairman of OgilvyRED, the agency’s global strategy and innovation practice, has been appointed vice-chairman of the board, a newly created position. Additionally, the agency announced a significant expansion of the board to include a more diverse and youthful group of leadership.

     

    Commenting on the12 new members who were elected to the board, Chairman and CEO Miles Young remarked, “These additions represent a wonderful range of our key talent and inject a significant infusion of new blood. Our board will now be significantly more diverse, and I believe, will be reflective of and useful for many of the debates about content which need to happen at the heart of our business.”

     

    Commenting on Carla Hendra, Mr Young added, “I am so very pleased to announce that Carla has been elected to the role of vice-chairman. Carla’s contribution over the years has been enormous, not least recently as the founder and driver of OgilvyRED. As our board continues to grow, we will need someone with Carla’s laser focus and drive to help harness the diverse talents and viewpoints within our board to the advantage of the entire agency.”

     

    The newly elected members are:

    Nelly Andersen, Executive Vice President of Global Brands, OgilvyOne Worldwide

    Lou Aversano, Chief Operating Officer of Ogilvy East

    Brandon Berger, Worldwide Chief Digital Officer

    Shenan Chuang, CEO of O&M Greater China

    Annette King, CEO of OgilvyOne EAME and Chairman of OgilvyOne London

    Paul Matheson, Regional President Strategy and Planning of O&M Asia Pacific

    Jaime Prieto, President of Global Brand Management

    Ben Richards, Worldwide Head of Integrated Strategy

    Madhukar Sabnavis, Vice Chairman and Country Head, Discovery and Planning, O&M India

    Gunther Schumacher, Worldwide Chief Operating Officer of OgilvyOne Worldwide

    Steve Simpson, Chief Creative Officer of O&M North America

    Paul Smith, Regional Creative Director EAME