MxMIndia

Tag: Rahul Jauhari

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Parle’s Wafers ‘Khaaneka aapka kya hai funda?’

    Rahul Jauhari, NCD, Everest Brand Solutions & Pramod Sharma, Creative Director, Everest Brand Solutions

     

    Rahul Jauhari

    Name of the Campaign: Parle’s Wafers ‘Khaaneka aapka kya hai funda?’

     

    Brief: Create clutter-breaking communication for the brand targeting the youth.

     

    Creative Thought Process:

    The idea was to carry forward Parle’s Wafers ‘Match jitaaneka aapka kya hai funda?’ campaign to moments beyond cricket. We decided to create more moments and give the younger audience more reasons to consume Parle’s Wafers.

     

    Media vehicles chosen: Television, Outdoor, Print, Social media

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=rMzCmynCXnQ[/youtube]
    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=e2juospDlyo[/youtube]

    Key issues kept in mind while executing the ad:

    The communication was kept short, humorous and on topics relating to youngsters. Youngsters spend half their lives on stuff like FB. And of course, teen romance is a sweet spot that is immensely exploitable. Hence the use in the films. We believe these will connect well with the audience.

     

    Does the treatment do justice to the brief?

    Yes, the treatment, as mentioned above, is pretty much in the youth space.

     

    What according to you is the differentiating factor about the ad?

    Youth is all about fundas. This campaign speaks exactly this language – and allows youngsters to create their own fundas with Parle’s Wafers. Youth connect to new things in life. Talk in their language and they’ll surely accept you. We’ve cracked new Fundas of life for them. Fundas they can use in their daily life. The creative relates to them and will surely work the brand.

     

    Market/client feedback – The initial feedback on the campaign is very positive, and the audiences are very kicked up about it

     

    Pramod Sharma, Creative Director, Everest Brand Solutions:

    Youth connect to new things in life. Talk in their language and they’ll surely accept you.

    We’ve cracked new Fundas of life for them. Fundas they can use in their daily life.

    The creative relates to them and will surely work the brand.

     

    Credits:

    Client: Parle Products Pvt Ltd –

    Mr. B. Krishna. Rao – Group Product Manager

    Ms. Asha Mathew – Brand Manager

    Agency: Everest Brand Solutions, Mumbai

    Creative Team: Pramod Sharma, Samir Chonkar and Rahul Jauhari

    Account Servicing: Siddhi Shah andRavi Walia

    Film Director: Ram

    Production House: Nirvana Films

    DOP: Mohanan

     

    Compiled by Shubhangi Mehta

     

     

  • The jury at Cannes is a mature set of people, so one cannot pass off mediocre work and fool the judges

    Road to CL2013: The way to win at Cannes is by not aiming for a metal

    The Cannes metal wins for India has been disappointing. There could be various reasons for it and the metal tally definitely doesn’t point that the work coming out of India is of inferior category. However, it does point that there is something more required from India n agencies to gain attention of the international jury. Who better that people on the Cannes jury this year to show us some light on where the agencies could improve and what really went behind the judging. We spoke to a few on the jury this year to understand where India went wrong and what can be done to reclaim some of the lost ground this year.

     

    Rahul Jauhari, National Creative Director, Everest Brand Solutions

    Rahul Jauhari

    I don’t think you can aim at Cannes by doing something that can win at Cannes . Most winning entries at Cannes are brilliant solutions to one business issue or another. “Let’s do something like that one” ­ is not going to get you anywhere. The point is to solve the business issue facing your brand with a wonderful idea and execution. If it is that wonderful, it will win.

     

    And yes, the glorious part is in doing it in a way that is relevant to the India n audience. The jury are not fools. They can see through scams, in most cases. They ask relevant questions and give a lot of importance to the logic of the communication. They reward ingenuity, but not at the cost of authenticity.Brazilwins a lot of awards at Cannes . But their work is unmistakably Brazilian. The same goes for other countries. So, the language of your entry is not a minus point, as long as you send in a good explanation.

     

    The jury at Cannes is now well represented by different countries. And that shows in the selection of work. “Let’s do something that integrates social media” is not the answer either. More Facebook likes is not equal to higher chances at a Cannes metal. If the idea is loved, people will spread it on social media. A print ad can lead to online furore or fan-following. The same goes for a TV ad or a radio spot. The consumer builds in social media integration without asking you. So there.

     

    Simply put, the way to win at Cannes is not by aiming for a metal at Cannes . Aim for a brilliant solution or idea. Execute it brilliantly. Even the simplest of ideas can win. There is that little bit about the packaging, though. When a jury member has to sift through a thousand plus entries, he or she will not suffer a poorly packaged entry. Keep it simple, keep it to the point. Sure make it enjoyable. But remember, the jury wants to know how you did it, why you did it and what it achieved. Inform them, but don’t bore them to death. And don’t try to con them. Most are highly experienced and can tell a fake from a real. Instantly.

     

    Sunil Gautam, Founder, HanmerMSL

    This is the fourth year for Cannes PR Lions which saw 1,130 entries from 61 countries, the highest number of entries received by Cannes Lions in this category ever. 134 entries were short listed. India had 19 entries, 1 was short-listed.

     

    The composition of jury was very good and it represented the cross-section from the world over. There was a lot of interaction and discussion before finalising the winners. According to me, it was very professional judging and the experience was awesome.

     

    India had 19 entries in this category, and many of them came up for lively discussion. Of these, one entry was short listed. Unfortunately, this entry didn’t get any metal. But the overall effort by the India n agencies was excellent. All the campaigns that were reviewed were very imaginative, with good strategy, execution and measurable impact and results.

     

    My advice to the India n public relations industry is to focus on innovative strategies, immaculate execution and measurable results in such a way that the campaigns that they implement for a client are a huge success. And not to plan campaigns from the short sighted of just winning awards. Good campaigns are appreciated everywhere and they may end up with the awards. The client comes first and they will get awarded if they deserve.

     

    Vikram S Gaikwad, Partner & Executive Creative Director, Creativeland Asia

    Vikram S Gaikwad

    I think there are three simple yet significant aspects to any entry. The idea, its execution and the category in which it is entered. A brilliant idea can miss out simply because it is not entered in the right category.

    With the number of entries running in thousands even in each category, each panel has a unique criteria while judging entries. So, the chances are that a great entry submitted in a wrong category might fail to even get a shortlist.

    Also, we should look at the new categories introduced at Cannes every year.I was disappointed to see little or no work in categories like Mobile, PR and Brand Entertainment & Content categories. With the size of the Indian
    market, number of brands, consumption etc, we are very much capable of capitalising on various opportunities and entering more quality work in the future.

    This year the number of metals that India won has gone significantly low. This definitely is disappointing. So, I am hoping we will make up for it
    next year.

  • India had sent 55 entries this year compared to 78 entries last year. Last year India had won just 1 metal in this category

    India@Cannes: Radio bags just two shortlists

     

    By A Correspondent

     

    With just two shortlists, the Radio Lions category may not throw up any special surprises for India. India had sent 55 entries this year compared to 78 entries last year. Last year India had won just 1 metal in this category.

     

    The two entries from India include ‘Delay’ for Plusuer – Plus Condoms by Lasky Herbal which has been presented by McCann Worldgroup India in the Pharmacy category and ‘Punishment’ by Strand Book Stall that has been presented by Leo Burnett in the Retail Stores category.

     

    A total of 1,784 entries have been submitted from 57 countries, an increase of 31 per cent compared to last year. Leading the tally with most number of entries is South Africa with 190, USA with 163, Germany with 149, Brazil with 120 and Chile & Australia with 90 each.

     

    Representing India at the Jury is Rahul Jauhari, National Creative Director, Everest Brand Solutions. The awards ceremony will be held on June 20, in the Grand Auditorium, Palais des Festivals.

     

  • Anchor: Rahul Jauhari’s 5 must-do’s on the Web

    1. You Be You:

    Having five different aliases won’t help. Sooner or later you’re going to go nuts trying to consolidate them. It’s easier being your own self. And while you’re at it, avoid the Alpha Male 97 kinds. It may be cool when you’re a kid. But try mailing your CV from Alphamale97@gmail.com and see if you get a response. Unless you hate your own name, a NikhilKapoor@gmail.com is perfectly fine.

     

    2. Look before you like:

    “RIP Dad. You will be sorely missed.” – 75 likes.

    Sheesh. I mean I do hope you know there’s a thin line between liking a statement and liking a sentiment.  The same rule applies to “No water in the loo for the second day in a row.”

     

    3. Take care when you share:

    Content rules. And the content you put out, original or shared, pretty much defines the kind of person you are. Online reputation is built over time, destroyed sooner. Pretty much like in the offline world. Tweet crap and in no time you’ll be on lists that go ‘avoidlikeplague’

     

    4. Check out before you check-in:

    So it’s cool to be all over Foursquare. So cool that your boss is on it as well. Right? So think twice before checking into Blue Frog the same evening you killed your best friend for a bunk. Nothing is as private or personal as you’d like to believe. Especially with the likes of Twitter, FB, Linked-in, Foursquare, cross-sharing data/updates etc.

     

    5. Do unto others as…

    Hate spam? Don’t spam. Detest daily pokes? Don’t poke daily. Hate being stalked? Don’t stalk. And so on and so forth. Yeah. It sounds preachy and biblical, but it’s true. A good citizen of the online world will be liked, respected and tolerated longer than others. Patience runs thin here. No one likes to suffer jerks. Be kind to others. Be kind to yourself.

     

    Rahul Jauhari is National Creative Director, Everest Brand Solutions

     

  • This is already turning out to be an exciting year for Everest with two wins in the first month.

    Everest to handle Kotak Mahindra Mutual Fund

    By A Correspondent

     

    Hot on the heels of bagging Augere’s Wireless Broadband business in India, Everest Brand Solutions has now added Kotak’s Mutual Fund business to its kitty. No pitch calls preceded the account win. The company awarded the business to the agency based on the strategy and creative work presented by them.

     

    Dhunji Wadia, President, Everest Brand Solutions, remarked, “We welcome Kotak Mutual Funds to the Everest family. We believe in working with our clients and adding value to their business. More and more clients are recognizing what we bring to the table. It’s a huge vote of confidence for our way of working. This is a significant win for us.”

     

    Mr Wadia further stated, “Everest is in an exciting phase of transformation. The hard work put in over the last few months is bearing fruit now. We expect a lot of action in the coming months.”

     

    Rahul Jauhari, NCD, Everest said, “Our point of view on what Kotak Mutual funds should do, given the turbulent times in the market found favour with the Kotak team. And, of course, the vibes between our teams were great. It’s an exciting category as well. We look forward to a long and fruitful relationship.”

     

    Everest witnessed the onset of change with a change of guard at the senior management level and subsequent additions to the core team in 2011. Since then the agency has been in a ‘transformational’ mode, adding businesses like Danone B:lue, Ranbaxy Volini, GoAir, Augere’s Wireless Broadband, amongst others, to the kitty.

     

    Kotak Mahindra Asset Management Company Limited (KMAMC), a wholly owned subsidiary of KMBL, is the Asset Manager for Kotak Mahindra Mutual Fund (KMMF). KMAMC has over 10 lakh investors in various schemes.

     

    Everest is the second oldest agency in India, started in 1946. Everest has built some of the biggest brands in the market place – Parle Products, CNN-IBN, GoAir, Emami, Tata Housing, Akai, T-Series, among others.