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Tag: Priti Nair

  • The TVC has been crafted by Curry Nation, RK Swamy is the media agency and Tonic is the digital agency with research by Ormax and overall strategy by Intradia

    Dinshaw unveils new look & campaign

    By A Correspondent

     

    Nagpur-based Dinshaw’s Dairy Foods has unveiled a new brand architecture for all its products as well as an all-new campaign. Intradia World and Lokus Design have worked on the brand architecture for all products and the new packaging is based on research conducted by Ormax.

     

    Said Zervin Rana and Jamashp Bapuna of Dinshaw’s Dairy Foods: “The pre-packed cone format is one of the largest contributing formats in ice-creams and we selected brand ‘Dil-Hi-Toh’ as our offering in the segment to spearhead our consumer communication. The packaging re-design banked on interesting insight delivered by Ormax (Mumbai) and creative strategy came by triangulating mother Brand Dinshaw’s long-term vision, Brand Dil-Hi-Toh format specific consumer insights and the real-time consumer expectations.”

     

    Speaking on the strategy, Sanjeev Kotnala, founder, Intradia World said, “While developing their Summer 2017 strategy for ice-creams, Dinshaw’s looked at getting back to consumer celebration of togetherness moments with ice cream and to basics of ice-cream fundamentals. We decided to stay away from over-saturated use of seduction, overt enacted happiness and took on ‘Heartfelt Togetherness’ as the foundation. We were cautious of the fact that the name may overtly suggest romance, which is not the intention and hence believe that the creative agency, Curry Nation has done a great job”.

     

    Said Priti Nair, founder, Curry Nation: “We were very happy to get a decently focused brief that was not another ice-cream seduction or happiness approach. It allowed us to connect the brand in the real terms and work with the youth segment and connect with them in an emotional & engaging manner. The tag line ‘Dil Ki Dosti Pighalti Nahi’ works at multiple levels. Truly, truly happy to be associated with a brand that has been so much a part of our growing years. I still hum the Dinshaw’s ice cream yum yum…”

     

    RK Swamy is entrusted with the traditional media planning and buying focusing in it core markets of Maharashtra, Madhya Paradesh, Chattisgarh and AP / Telengana, where the brand enjoys high emotional connect and preference. Tonic Media is implementing the digital part of the activity

     

  • Sudhir Mishra's latest film has created a flutter in advertising world with charges of it stereotyping an ad agency to be "glamour-laden and loose life"

    Adland ‘Inkaar’ to film with NCD accusing agency CEO of sexual harassment

    By Rajiv Singh

     

    Inkaar, Sudhir Mishra’s latest film, may have failed to set the box office on fire, but it has created quite a flutter in the advertising world, with the fraternity refusing to accept the way it depicts an ad agency.

     

    In the film, Maya Luthra (Chitrangda Singh), the national creative director of an ad agency, accuses CEO Rahul Verma (Arjun Rampal) of sexually harassing her.

     

    That, of course, is not the best advertising for the industry.

     

    Prasoon Joshi

    “Advertising is probably the only profession in the country where a woman can do what she wants to do, can speak her mind without even an iota of fear and can live her life the way she wants to be,” Prasoon Joshi, CEO and chief creative officer of McCann World Group India, says.

     

    Lack of knowledge and understanding about the industry could be the reason for choosing ad agency as the workplace for depicting sexual harassment, he avers. “It’s not an industry of exploitation but an industry of equality.” Almost everybody in the fraternity agrees. It’s a mad world, but not bad, they say.

     

    Priti Nair

    Priti Nair, director and co-founder of ad agency Curry-Nation, says the film falls to the stereotype that ad agency is glamour-laden and loose life. “You just have to show a woman wearing a nose ring, with a wine glass in hand, and yes smoking-and you have an ad woman,” she says.

     

    KV Sridhar, chief creative officer, Indian subcontinent, at Leo Burnett, however, believes that there’s no stereotyping. “Ad agencies have become a metaphor of progressive women and flamboyant men,” he says. Sridhar says it’s a good thing that a movie has been made on a sensitive issue. “There are not many movies dealing with sexual harassment,” he says.

     

    KV Sridhar

    Branding experts feel interpersonal dynamics ranging from fancy free flings to forced sexual innuendos at workplace connect with the audience because it’s a subliminal reality nearly everywhere.

     

    “Power disequilibrium is what fuels exploitation, sexually or otherwise,” says Smitha Sarma Ranganathan, a brand communication specialist who teaches marketing management at IBS Bangalore. “So, over-emphasising and contextualising this specifically to the advertising industry paints a biased picture of the fraternity at large.”

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • There were a record 300 entries, a 50 per cent jump over last year. The number of participating agencies doubled to 33 agencies

    Jury meets to select winners of the 9th Mirchi KAAN Awards

    By A Correspondent

     

    The ninth edition of the Mirchi Kaan Awards had an unprecedented response when the Ad gurus met to select the best radio ads of 2011. There were a record 300 entries, a 50 per cent jump over last year. The number of participating agencies doubled to 33 agencies. And the number of entries for the Best Use of Radio as a Medium saw a tripling of entries to a record 31. Entries were spread across 15 categories, ranging from food to cosmetics.

     

    The winners will be felicitated at a gala event hosted by Cyrus Broacha on April 17 at Comedy Store, Phoenix Mills. The Mirchi KAAN Awards was introduced in 2004 to celebrate creativity in the challenging and evolving field of radio advertising. Over the years it has recognised and honoured ground-breaking and original radio campaigns.

     

    Speaking about the ninth Mirchi KAAN Awards, GG Jayanta, National Marketing Head, Radio Mirchi, said: “Every year the stakes get higher. In our 9th edition, the entries and the number of participating agencies have doubled. This is a testament to the prestige that winning a KAAN award gives. I thank the jury for having taken the time out of their busy schedule and selecting the winning entries.”

     

    The eminent jury included stalwarts like Pratap Suthan, Priti Nair, Amit Akali, Malvika Mehra, Manohar Nayak, Josy Paul, Rekha Nigam, Deepa Krishnan, Ramanuj Shastry, Tista Sen, Sonal Dabral and Ravi Deshpande.

     

    Sharing his thoughts about the quality of entries received this year, Josy Paul, Chairman and National Creative Director- BBDO India, said:  “Radio is a very personal and one to one medium. Hence good execution is of utmost importance. There has been resurgence in lot of fresh ideas this year which has lead to more freshness in programming.”

     

    Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said: “I am on the Mirchi KAAN Jury for the very first time this year and I am quite excited to be a part of this process. Radio as a medium has a lot of potential. Unlike earlier, a lot of brands have now started including and demanding for Radio advertisements to be included in the overall marketing campaign.”

     

    Ravi Deshpande, Chairman and Chief Creative Officer, Contract Advertising, said: “Advertising is always evolving, and especially radio advertising has seen tremendous amount of growth. Interesting trends of conversations are always happening and it’s nice to see them getting adapted to the medium of radio”.

     

    Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi, said: “It’s fun to be a part of the Mirchi KAAN Awards. New writers are coming in, innovative projects are being showcased. As a jury member it is a pleasant experience to watch this fantastic trend”.

     

    Amit Akali, National Creative Director, Grey Worldwide, said: “The Tony Hertz workshop for these aspirants as a run-up to the main KAAN Awards is a commendable initiative by Radio Mirchi. The workshop will help the listeners to learn the nuances of radio advertising and improve the quality”.

     

    This year the theme of the Mirchi KAAN Awards’ ‘Listen, Learn, Shine’ focuses solely on the quality of work in the developing industry of radio advertising. Celebrated and renowned ad guru, Tony Hertz, will conduct a seminar on the art and craft of radio advertising for the aspirants from various ad agencies on April 17 as a build up to the Awards night. ET Now is the television partner and Afaqs.com is the digital partner of the ninth Mirchi KAAN Awards.

     

  • How you want to grow is up to you. What kind of partnerships you want to make happen is up to you. The philosophy of the place and people is up to you choose.

    The Anchor: Priti Nair on 8 plus points about being an entrepreneur

    #1 True and real happiness. There is a certain joy you get every day when you walk in see your place, your people.  It’s yours. Yours to nurture and grow. It’s a tremendous feeling. To see your partner who you know is so much the right person to have there with you. A kind of deep comfort of looking at the changes day in and day out. And you always think to yourself you spent so many years in the business to finally do this.

     

    #2 You stay on your toes constantly. With the joy comes a humongous responsibility that rests on your shoulders. The responsibility of people who left what they had and joined you. The responsibility of clients who put their faith in you. To make sure you live up to that keeps you constantly on your toes. You take care of every little detail.

     

    #3 You learn new skill sets. It’s amazing the number of new things you learn. Right from when you start forming the company. The laws the rules the paperwork. Then the get the place right. LAN connections, seating, tea, coffee supplies. Lighting. Then your people. To make them feel comfortable and treasured. Your clients, the way you approach the way you do things. You learn a lot that kind of enhances your life further.

     

    #4 You have only yourself to applaud or blame. There is no system or management above you to blame. No black hole that you can throw your troubles or excuses at. It’s yours for making, breaking, taking and shaping. And it matures you as a human being.

     

    #5 Even if you get messed it’s on your terms. There are frustrations and scrambles that happen like they happen anywhere. But it’s on your terms. What you have chosen. And you can deal with the scrambles much much better with that confidence sitting in your head.

     

    #6 You have the right of refusal if principles don’t match. When principles, morals, integrities don’t match you have the right to say no and bow out. Because how you want to grow is up to you. What kind of partnerships you want to make happen is up to you. The philosophy of the place and people is up to you choose.

     

    #7 You actually give proper quality time to brands and clients. Your interactions with clients are far closer and more intimate. They are almost one on one every time. You put extra effort in every client because they have put their faith into you despite your size, despite you being new. And for that there is a sense of eternal gratitude that stays in your heart so you give more and more of the best you’ve got.

     

    #8 Fewer people, less lost in translations and agendas. You form your world of like-minded happy people. And the number of people are fewer. It’s more hands-on and transparent. Things don’t get lost in layers and layer of several people doing the same thing. And most importantly, effort does not get wasted amidst egos and unknown agendas.

     

    Priti Nair is Founder, Curry Nation.