MxMIndia

Tag: Prasoon Joshi

  • Coca-Cola launches its social cccasions campaign featuring Bollywood diva Deepika Padukone in a new avatar

    Deepika plays to the festive tune for Coca Cola’s latest campaign

    By A Correspondent

     

    It’s that time of the year again, when festivities, celebrations and joyful togetherness fill the air. And it’s also that time  of the year when the soft drink giants come up with new advertising campaigns to leapfrog consumption. Coca-Cola has unveiled a new campaign promoting its ‘Taste the Feeling’ credo.

     

    The campaign sees Deepika as a young confident girl who along with her brother end up at a wrong house. Blissfully unaware of this fact, both are welcomed warmly by the hostess, portrayed by Renuka Shahane, however the brother soon realises the mistake. Before they can make a quick exit, the sight of the bubbly Coca-Cola being poured for them captivates Deepika, rendering her unable to take her eyes off the drink.

     

    Talking about the new campaign, Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India, said: “Making every moment special is our core belief and this year’s social occasions campaign reiterates how Coca-Cola is the perfect companion for the both friends and strangers alike. It not only helps bring people together but also provides a great uplifting refreshing beverage experience. Standing strong as the preferred choice of beverage for guests, this campaign is a testimonial to how Coca-Cola brings about the feeling of celebrations and makes everyone feel right at home.”

     

    Commenting on the campaign, Prasoon Joshi, Executive Chairperson and Creative Director, President, McCann Asia Pacific added: “We as Indians take pride in guesting or mehmaan-Nawaazi. The new TVC takes a different spin on guesting. We have looked at it purely from a guest’s point of view & accentuated the desirability for Coca-Cola, in a fun way. The ability of Coca-Cola to bring people together and make moments special remains at the centre, like when Deepika says in the ad ‘aise hi chalejaate toh Coke buramaan jaata!’”.

     

  • Launches new TV campaign under the Dettol BanegaSwacch India initiative to drive behavioral change

    Dettol addresses real-life barriers to promote healthy handwashing habits

    By A Correspondent

     

    In an endeavour to spread awareness around healthy hand washing habits, Dettol launched its next phase of their nationwide communication initiative ‘Dettol BanegaSwachh India’. To reiterate its commitment towards bringing in behavioural changes and personal hygiene, Dettol rolled out a new TVC focussing on real life challenges.The TVC focuses on multiple ways the consumer can practice good hand hygiene habits.

     

    Taking cognisance of its tradition, last year Dettol launched its campaign ‘Maa Mane Sirf Dettol kaDhula’ in an endeavour to reach out to a larger audience through a catchy jingle and by launching ‘Dettol Squeezy’ – an affordable liquid hand-wash.

     

    Speaking about the campaign, Arjun Purkayastha, Marketing Director – Dettol Developing Markets at RB, said, “As a global leader in consumer health and hygiene; and with a history of over 150 years of innovation, we understand the extreme importance of hand hygiene and sanitation in the lives of our consumers. Last year, we had launched our campaign to promote healthy hand wash habits amongst children and mothers which turned out to be a huge success. This year, we are moving a step further and taking this educational message forward by addressing real life situations in everyday living; hence entertaining and engaging at the same time.”

     

    Explaining the idea behind the new campaign, Prasoon Joshi, Chairman – Asia Pacific, CEO  & Chief Creative Officer – India, McCann World group said, “Dettol KaDhula campaign, which was launched last year, helped us to create a movement towards personal hygiene. This year we are trying to recreate the same phenomena by bringing in real life situations, places and people whom we see on a daily basis grappling with the issue of hand wash and cleanliness. The campaign will educate, create awareness and reinforce them to maintain hygiene by bringing in the behavioural change of washing their hands before and after every meal through an impactful TVC, backed by the extremely popular ‘Dettol DettolHo’ Jingle.”

     

  • Coming on the heels of Prasoon Joshi's 'Sharm aa rahi na' video, Greysell gives a more positive spin to the sentiment and uses 'Pride' as the key emotion rather than 'Shame'

    Greysell pays an emotional tribute to women in new video

    By A Correspondent

     

    Mumbai-based advertising Agency, Greysell, has released a video that takes pride in celebrating womanhood. A tribute to the Olympic winners, the video salutes the women of India and the pride they evoke despite the various struggles they go through.

     

    Coming on the heels of Prasoon Joshi’s ‘Sharm aa rahi na’ video, Greysell gives a more positive spin  to the sentiment and uses ‘Pride’ as the key emotion rather than ‘Shame’.

     

    Titled ‘Garv’, Greysell’s video shows the stereotypical perceptions and struggles of women in India, and yet how they overcome them all to emerge as winners and make the country proud. Conveyed through a heartfelt poem penned and narrated by Greysell’s copywriter, Mohammed Sadriwala, Garv captures the prevailing sentiment in the country quite beautifully.

     

    Sushil Banka, MD – Greysell, said, “When we saw the Prasoon Joshi video, while we certainly liked the poetry, however, there was some disconnect to the sentiment. Shame is a very negative emotion. Today, majority of Indians, including men, are proud of what the Olympic winners have achieved. Moreover, overall perception towards women empowerment too is changing for the positive. We though that women deserved better, men deserve better, and India deserved better.”

     

     

  • The acclaimed CD and film-maker will work from McCann's Delhi office

    Sabyasachi ‘Zap’ Sengupta joins McCann as National Chief of Films & Content

    By A Correspondent

     

    Sabyasachi Sengupta

    Zap or Sabyasachi Sengupta is set to join McCann Worldgroup India as National Chief of Films and Content. Working from McCann Delhi he will have a national responsibility.

     

    Said Prasoon Joshi CEO & CCO McCann India and Chairman Asia Pacific: “Zap is from a rare breed of professionals who have integrity and unmatchable work ethic. He’s an exceptional creative mind and has also explored multiple disciplines of Advertising. He will add another dimension to McCann’s client offerings especially in today’s complex media world where the need for such layered talent is high.

     

    Zap began his career in Delhi two decades back, working at agencies like JWT and O&M and created some popular work like Pepsi – Nothing official about it, Adidas, Kit Kat – Have a break, Seagram’s -100 Pipers etc. As an independent adfilm-maker, he has produced work for brands such as Nescafe, Saffola, Vaseline, Maggi, Bajaj, Caratlane, Stayfree etc.

     

    Zap who will be onboard with McCann from July 2016 expressed his excitement for this new chapter, saying: “Films are the most powerful narratives of the contemporary world, and McCann has acquired a creative edge with its own unique signature. I look forward to further stimulating, synchronising and streamlining the whole process within an expanded McCann framework.”

     

  • Kishore Biyani-led Future Group to bring out ads using word play to target Flipkart, Snapdeal and Amazon

    Flip the Cart, Snap the Deal and Amaz-Off. Future to tease ecom majors with ad offensive

     

    By Sagar Malviya & Pritha Mitra Dasgupta

     

    Future Group CEO Kishore Biyani, who’s never made a secret of his disdain for ecommerce rivals, plans to step up the offensive with a series of ads that use word play to target the three main marketplaces – Flip the Cart, Snap the Deal and Amaz-Off.

     

    This is probably the first time a brick-and-mortar retailer will engage in comparative advertising against online rivals, which have been grabbing share by discounting products.

     

    After nearly three years of deep discounting, most online sellers are now pulling back from this strategy in a desperate effort to shore up their finances, making them vulnerable on this front. Ecommerce discounts are now mostly limited to select brands such as online exclusives, old merchandise and own labels.

     

    The combined losses of the three leading online companies — Amazon, Flipkart and Snapdeal — ballooned to Rs 5,052 crore in FY15 from Rs 1,000 crore in the year before as they sought to build market share. At the same time, several brickand-mortar retailers clocked double-digit same-store sales growth last year, a reversal from the trend in 2014 when physical stores reported subdued demand as ecommerce players wooed away consumers.

     

    As part of the Future exercise, three newspaper jacket ads on Friday will direct shoppers to its Brand Factory discount outlet instead of hunting online for better prices in a manner reminiscent of the pot shots that Pepsi and Coca-Cola took against each other in the 1990s.

     

    The theme will be continued inside the stores, with staff and cashiers wearing T-shirts with messages such as ‘My deal got snapped’ and ‘My cart got flipped’. The 40 or so Brand Factory stores will also wear new facades and selfie zones with the same theme targeting Flipkart, Snapdeal and Amazon.

     

    “We just want to prove the point that both our merchandise assortment and pricing are better compared to online companies. We need to make consumers aware of this fact,” said Biyani, adding that Brand Factory’s gross merchandise value (GMV) in the year to March 2016 was Rs 3,500 crore. Future is India’s biggest listed retailer.

     

    “While we use sales numbers to talk about performance, we are bigger than Myntra or Flipkart in terms of GMV,” he said. As part of its Great Offline Denim Festival, Brand Factory will sell nearly a dozen brands such as Levi’s, Benetton, Lee, Wrangler and Pepe jeans at a 50% discount for three days.

     

    Future has fired ad shots at ecommerce before. For instance, “You can’t take the nation for granted even for a day,” was aimed at Flipkart’s Big Billion Day sale in 2014.

     

    Snapdeal has taken digs at Flipkart and Amazon with its campaign tag line: ‘You don’t need a billion offers to amaze you. You just need to snap the best ones’. It also had about 100 billboards in 20 cities emblazoned with the phrase ‘Achha kiya bata diya, #YahanSeKharido’ aimed at Flipkart, which was running the ‘Nahin khareeda? #AchhaKiya’ campaign last year.

     

    “The intent of a campaign is really crucial,” said McCann India CEO Prasoon Joshi. “Whether the campaign is offensive or not will depend on the intent of the brand. If the intent is shallow fun then it is different. But I personally believe that taking creative potshots at competition cannot be a long-term strategy.”

     

    Brick-and-mortar retailers are also investing in omni-channel strategies and experimenting with global models such as flash sales, such as by offering a single product for sale for a period of 24 to 36 hours. “We are planning flash sales where consumers can get discounts, coupons and offers on several brands by using an app but buying at physical stores for certain hours or days,” said Rajiv Prakash, cofounder of Shouut, which is in talks with Shoppers Stop, Oberoi Mall, Decathlon and DLF Promenade for deal-of-the-day sales.

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • McCann has been No.1 most awarded agency in India for last three years (International Gunn report)

    McCann looks to lead from the front at Goafest

    By A Correspondent

     

    McCann WorldGroup India has shared their plans for upcoming Goa Advertising festival.

     

    Confirming their presence at the Festival Prasoon Joshi Chairman Asia Pacific & CEO McCann India said, “We will send symbolic token entries to honor the festival in all the categories but our delegates will participate and attend the fest in large numbers.

     

    We believe that genuine efforts have been made by the organizers this year to overcome the shortcomings and we also want to partner them in this journey.  Positively in the future we will see the festival touching newer heights.”

     

    McCann has been No.1 most awarded agency in India for last three years (International Gunn report), McCann also garnered India its first D&AD Gold pencil this year. Another feather in McCann’ cap came when Happydent was declared as one of the Top 20 ads done in world in the last century (Gunn report).

     

    Prasoon further added, “We take immense pride in our creative product, decision of participation in award shows is collectively taken by our global/local creative councils. We wish GoaFest the very best.”​

     

  • The campaign embarks by releasing TVC followed by digital, outdoor and below the line (BTL) and POS medium

    Rajnigandha celebrates brand success in new campaign

    By A Correspondent

     

    Rajnigandha has launched a new campaign captioned “KuchKarAisa, Duniya Banna ChaheTereJaisa”.The new campaign reinforces and strengthens the key concept of success which has always underlined brand messaging for Rajnigandha. The latest campaign underlines the fact that the ultimate accolade is the one where success itself inspires others to reach new heights. The film focuses on successful protagonists in various fields of literature, music, sports, business and architecture, who with their sheer brilliance and recognitionhave become a source of inspiration to others.

     

    Commenting on the campaign, Prasoon Joshi, Chairman, Asia Pacific; CEO & Chief Creative Officer, McCann Worldgroup India, said, “Rajnigandha as a brand was always about evolving to the next level. The campaign back in 2004 revolved around the success of the protagonist, while keeping Indian pride and values in mind. The second phase took the key thought of success to the next level; where it wasn’t only about achieving success but just as important to help and enable the success of those around you. Finally, the latest campaign is about inspiration – where the protagonist, instead of becoming an object of envy, has risen to inspire those around him.”

     

    Rajeev Jain, Associate VP, Marketing, DS Group, added“Through this campaign, we want young India to get motivated by their Idols and try to be like them. Rajnigandha has always been a symbol of success, aspiration, stature and a perfect companion for the successful people for last three decades. It will now redefine the leadership aspect as well. The new theme is a paradigm shift to a new class of successful Indians who inspire, as they reach the pinnacle of success.”

     

    The campaign embarks by releasing TVC followed by digital, outdoor and below the line (BTL) and POS medium.

     

  • Meanwhile, Punit Kapoor, who Joined MRM McCann in May 2006 and was heading its Delhi operations has been elevated as Vice President & General Manager for all India operations of MRM McCann

    McCann elevates Jitender Dabas, others to key roles

    By A Correspondent

     

    McCann India has made few key announcements. Jitender Dabas who joined McCann Delhi in January 2011, has been elevated to Chief Strategy Officer – McCann Worldgroup India. Also, Suraja Kishore, who joined McCann Mumbai in Nov 2013 has been elevated to National Head Planning—Truth Central. Meanwhile, Punit Kapoor, who Joined MRM McCann in May 2006 and was heading its Delhi operations has been elevated as Vice President & General Manager for all India operations of MRM McCann.

     

    Prasoon Joshi

    Commenting on these promotions, Prasoon Joshi – Chairman McCann Asia Pacific & CEO McCann Worldgroup India said,“I am happy to announce these promotions. Over these years,Jitender brings forth an intricate understanding of brands coupled with Leadership in building a stellar strategic planning team. I am confident he will bring tremendous value to the organization at McCann Worldgroup level. Suraja who has been instrumental at great brand work will now also head the “Truth Central” which is McCann Worldgroup’s Global Thought leadership unit engagedin creating original research, unearthing unique truths to help shape and grow clients’ businesses. Punit, who has helped grow MRM’s Delhi business year on year beyond industry average is ready to take on the challenge for MRM at national level.”

     

  • Facebook did not get its 'free basics' campaign right, say brand consultants

    So what went wrong with Free Basics?

     

    By Pritha Mitra Dasgupta

     

    MUMBAI: Facebook didn’t get the tone of its extensive Free Basics campaign right, said brand consultants and advertising veterans.

     

    The social media company failed to gain enough public support, win over the government or convince the Telecom Regulatory Authority of India (Trai), which ruled against discriminatory pricing for data services on Monday, effectively shutting down the initiative.

     

    “It’s fair to say it was a mishandled campaign for a company that’s trying to launch a new initiative,” said Futurebrands India CEO Santosh Desai. “It was a naked show of muscle power.

     

    Also, the campaign didn’t fit with their alleged intention at all.” The campaign was accused of seeking to manipulate opinion, with Trai publicly expressing displeasure over a Facebook survey that purported to show widespread public support for Free Basics.

     

    It may have been a better idea to show that Facebook was working in collaboration with the government’s objectives instead, the experts said. The campaign was too “in-your face,” said brand expert Harish Bijoor. “Bureaucrats’ political masters are a voter-sensitive audience,” he said.

     

    The Narendra Modi government has been at pains to distance itself from allegations of crony capitalism, he pointed out. It was surprising that Facebook seemed to get this wrong.

     

    Industry sources say Facebook had earmarked upwards of Rs 150 crore for the Free Basics campaign. By November last year, the company had spent around Rs 25-30 crore on print, digital and outdoor campaigns, according to media agency sources, including ads in this paper.

     

    It may have spent about Rs 50 crore on the Free Basics advertising campaign until this week, they said. “I think the campaign missed a trick or two,” said Sam Balsara, chairman of Madison World.

     

    “While the campaign or its aggressive nature cannot be the only reason behind Trai’s decision, I think Indians didn’t relate to it so well.” MG Parameswaran, former executive director of FCB Ulka, said Facebook should have employed more subtle methods.

     

    “They should have reached out to influential bloggers and used social media more effectively to explain what it actually meant,” he said. Some experts pointed to the manner in which overseas companies such as Uber and Nestle have sought to deal with difficult situations in India.

     

    The taxi aggregator has had to deal with the fallout of a passenger being raped in an Uber cab and hostile scrutiny of the way in which it does business.

     

    Uber hasn’t embarked on advertising campaigns to build its business in India as it has overseas. It has instead tried other strategies, including social media messaging.

     

    After being banned briefly, Nestle’s Maggi noodles returned with an advertising campaign created by Prasoon Joshi of McCann India aimed at winning both the trust of consumers and the government. And Joshi’s take on the Facebook campaign? “It will be unfair to blame an ad campaign for what the democracy or the government decides,” he said.

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • D&AD has announced its juries for the 54th annual professional awards

    R Balki and Prasoon Joshi to be jury foremen at D&AD, Aggie, Anil Nair, Mohor Ray & Shanoo Bhatia also on jury

    By A Correspondent

     

    D&AD has announced its juries for the 54th annual professional awards. In keeping with tradition, the D&AD Awards will be judged by some of the international creative communities’ highest profile members, notes a communiqué. Prasoon Joshi and R Balki are Jury Foreman heading the juries of the Writing and Film Craft categories respectively. In addition, Agnello Dias, Chief Creative Officer, Founder, Taproot Dentsu, Anil Nail, CEO, Managing Partner, L&K Saatchi & Saatchi, Mohor Ray, Co-Founder, Designer, Codesign and Shanoo Bhatia, Founder Director, Eumo are also on the jury.

     

  • The McCann ad is the only Made-in-Asia commercial in Gunn Reports Top 20 in the 21st Century

    Saare Jahaan Mein Achcha… Happy Dent humaara!

     

    By A Correspondent

     

    In these intolerant times, playing with the lyrics of an ever-so-popular nationalistic song, may be the wrong thing to do. But, heck, this is celebrating what appears to be a significant achievement for India. The McCann Erickson Mumbai creative for Happy Dent Teeth Whitening Gum titled “Happy Dent Palace” is in Gunn Report’s 20 Best Commercials of the 21st Century.

     

    The results were based on a public pulled on who voted on a list 30 candidates with provision made for other nominations, The Gunn Report has been able to select the Reel of The 20 Best Commercials of The 21st Century So Far (here!). The reel complements the much-viewed Gunn Report collection of The 100 Best Commercials of The 20th Century.

     

    Sharing the honour equally, the 20 ads (from 2000 to 2015) and their creators are:

     

    BGH Silent Aircon, “Dads in Briefs”, Del Campo Saatchi & Saatchi, Buenos Aires

    Budweiser, “Wassup/True”, DDB, Chicago

    Cadbury’s Dairy Milk, “Gorilla”, Fallon, London

    Canal+, “Closet”, BETC Euro RSCG, Paris

    Canal+, “The Bear”, BETC Euro RSCG, Paris

    Chipotle, “Back to the Start”, Creative Artists Agency, Los Angeles

    Dove Self Esteem Fund, “Evolution”, Ogilvy & Mather, Toronto

    Guinness, “noitulove”, Abbott, Mead, Vickers, BBDO, London

    Happy Dent Teeth Whitening Gum, “Happy Dent Palace”, McCann Erickson, Mumbai

    Honda, “Cog”, Wieden & Kennedy, London

    Honda, “Grrr”, Wieden & Kennedy, London

    John West Salmon, “Bear”, Leo Burnett, London

    Metro Trains, “Dumb Ways to Die”, McCann, Melbourne

    Nike, “Tag”, Wieden & Kennedy, Portland

    Nike, “Write The Future”, Wieden & Kennedy, Amsterdam

    Old Spice, “The Man Your Man Could Smell Like”, Wieden & Kennedy, Portland

    Peugeot 206, “The Sculptor”, Euro RSCG MCM, Milan

    Sony Bravia LCD TV, “Balls” Fallon, London

    Volkswagen Golf DSG, “Kids On Steps”, DDB, Berlin

    Volvo Trucks, “Epic Split”, Forsman & Bodenfors, Gothenburg

     

    Needless to say, Prasoon Joshi, chairman, McCann Asia-Pacific, and CEO, McCann Worldgroup India is ecstatic. Really feels good, he said in response to a text.

     

    Commenting on the 20 Best Commercials of the 21st Century So Far, Donald Gunn, Founder of The Gunn Report says, “We’re delighted that the participation was high, the result of which is a reel selected by our industry of iconic, game-changing and much loved commercials produced during the last 15 years.”

     

    “Not only do these commercials stand the test of time, but they have also influenced changes in brand communications. As such, we hope that they will bring inspiration and learning taking our industry to new creative heights,” added Donald Gunn.

     

  • He is set to join McCann as Vice Chairman and will report in to CEO and Chairman (Asia Pacific) Prasoon Joshi

    Partha Sinha quits Publicis to join McCann. Like Maggi 🙂

    By A Correspondent

     

    Partha Sinha

    Publicis Worldwide Managing Director Partha Sinha is moving on. To join McCann Worldgroup, reportedly as Vice Chairman and reporting in to Prasoon Joshi, CEO of McCann Worldgroup India and Chairman (Asia Pacific).

     

    Although Sinha said there was no such development when MxMIndia spoke to him last Friday, according to a senior McCann official, the news is confirmed.

     

    Interestingly, Sinha had just been made Managing Director of the Publicis Groupe agency in July this year two years after he and Bobby Pawar joined theagency. Earlier this year, there were murmurs that Pawar too was quitting, a move that was rubbished by all.

     

    As reported on Tuesday, McCann COO Govind Pandey has moved to TBWA India as CEO.

     

    According to the information received, the news of Sinha’s joining McCann will be made official later today or this week after some key clients of Publicis have been informed of the development.

     

    Interestingly, Maggi, the brand whose strategy Sinha would oversee at Publicis, has moved to McCann until further notice.