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Tag: Rahul Mathew

  • This festive season, every loan taken from SBI will be named as a hope loan

    DDB Mudra West creates multimedia campaign to promote SBI Hope Loans

    By A Correspondent

     

    This festive season, every loan taken from State Bank of India will be named as a hope loan because for every loan taken from the bank, the brand will make some donations to the NGOs.

     

    The communication for this has been created by DDB Mudra West aspires to showcase this product proposition in the best light but also help mobilise consumer participation. A film led multimedia campaign has been drafted which showcases what a loan means to a person. With this campaign, the agency intends to reposition SBI loans as loans that activate hope, not only for an individual but for the larger society – making hope and happiness infectious.

     

    The one-minute film takes the viewers through a montage of the progress in areas of education, health, energy, women empowerment that would be possible because of a loan taken from SBI.

     

    Speakinging on the campaign, Rajnish Kumar, Managing Director, SBI said, “SBI Hope Loans is a novel campaign designed by us to appeal to both the heart and mind of prospective customers. This is an effort from SBI to give customers an opportunity to be the hope for people from under privileged sections of the society. For every Home, Auto or Personal loan disbursed, SBI will donate Rs. 100 per loan to NGOs working in areas of education, health, mobility solutions and clean environment.  Early feedback on our advertising campaign has been very encouraging. We hope to spread the festive cheer to as many fellow citizens.”

     

    Added Rahul Mathew, Creative Head, DDB Mudra West, “A loan has great power. It can change your life and everything in it. It gives you the feeling of moving forward, both physically and mentally. So imagine the power of a loan that changes the life of not just the taker but of those around. A loan that can move the lives of the less privileged forward as well. That’s the power we wanted to unleash with the concept of hope loans.”

     

  • This year Big Bazaar and DDB Mudra West have crafted yet another motivating piece of communication

    Big Bazaar brings ‘Paper Patakha’ back with #YehDiwaliSabkiWali

    By A Correspondent

     

    The festival of light is back and so is the time to bring all the ‘paper patakhas’ out. During Diwali 2015, Big Bazaar created conversations about a safe, harmless Diwali celebration with their ‘Paper Patakha’ film. The new ad is an extension to the thought and the ongoing ‘Shubh Shuruvaat’ campaign.

     

    The intent of the film is to make this Diwali celebration inclusive of everyone. During Diwali, while every nook and corner of the country gets brightly lit and people rejoice with delicious food and merriment, there are a few who get left out. With this film, the brand wishes to invoke the deep rooted kindness we often get distracted away from and to promote the thought of including everyone in the celebration, making #YehDiwaliSabkiWali.

     

    Speaking on the campaign, Sadashiv Nayak, CEO, Big Bazaar said, “Big Bazaar’s motto ‘Making India beautiful’ is about creating beautiful memories in our customers’ lives. This year, Big Bazaar’s ‘Shubh Shuruvaat’ campaign carries its previous year’s ‘Paper Patakha’ concept forward, in order to emphasise further on the brand’s value of inclusiveness. The campaign is led by a heart-warming film that celebrates the humane side of Indian festivals. This new television commercial talks about celebrating Diwali with everyone, which we believe is the true essence behind the spirit of Diwali. The ad is touching, entertaining, and yet delivers a very important message to all of us.”

     

    Added, Rahul Mathew, Creative Head, DDB Mudra West, “There’s so much humanity and goodness that the festival of Diwali stands for. But somewhere in the cacophony of consumption brands often forget that. Which is where “Making India Beautiful” is like a guiding light for Big Bazaar. What we started last year with Paper Patakha making Diwali less polluting and more beautiful, we took it forward this year.”

     

  • The ad film features the star cast comprising of Sayani Gupta (of Margarita with a Straw fame) and veteran actress Archana Puran Singh

    Big Bazaar wishes ‘Neki Mubaarak’ in new ad campaign

    By A Correspondent

     

    On eve of the holy month of Ramzan, Big Bazaar and DDB Mudra West have etched a warm and compassionate campaign ‘Neki Mubaarak’ (Best wishes of goodness), which stays true to the brand’s promise of making India beautiful.

     

    The ad film features the star cast comprising of Sayani Gupta (of Margarita with a Straw fame) and veteran actress Archana Puran Singh.

     

    Sayani Gupta plays the role of a medical practitioner named Heena Qureshi and Archana Puran Singh plays the role of a mid-aged lady from a North Indian family. Set in the background of a small town hospital during Ramzan, the North Indian family seeks urgent medical attention for their young expecting female member. Here, Heena who works at the same hospital, steps up to the occasion and chooses her duty over her need for food, after the day’s long fasting. Witnessing this dedication is the mid-aged lady (played by Archana).

     

    The next day, Heena comes for her rounds in the ward. Appreciating Heena’s gesture from the day before, the mid-aged lady and her family arrange a food spread for Heena and request her to break her fast for the day with them. Heena obliges; while eating, she enquires about the baby’s name and the mid-aged lady expresses, “Heena.” Heena’s dedication towards her duty and the family’s sense of gratitude help them rise over their differences of religion and culture barriers, becoming one.

     

    The ad film pulls a slice from the viewer’s life and celebrates the goodness present in each one of us. This multimedia campaign is being led by the ad film and is being amplified by print, OOH, digital, on-ground and in-store & radio activations.

     

    This campaign comes as an extension to Big Bazaar’s ongoing ‘Shubh Shuruaat’ campaign and attempts to touch it’s consumers with ‘Neki Mubaarak’. The campaign further reinforces the brand’s inclusive nature and amplifies their commitment of celebrating the moments dearest to all the customers.

     

    Quoting on the campaign, Rahul Mathew, Creative Head, DDB Mudra West said, “Festivals are actually a celebration of values, but today many of them have just become celebrations. Big Bazaar wanted to use the occasion of Ramzan to celebrate the values that it stands for. Because it’s these values that’ll truly help in ‘Making India Beautiful”.”

     

    Speaking about the campaign, Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group said “Ramzan is a month of doing ‘neki’ and performing good deeds is at the heart of this festival. In keeping with its theme of ‘Making India Beautiful’ Big Bazaar decided to celebrate this spirit of Ramzan through a beautiful story about ‘goodness’. We are excited about this campaign and we hope in its own little way it will promote the spirit of ‘neki’ this Ramzan.”

     

  • Tammal joins DDB Mudra from Scarecrow where he was a founding employee and was Executive Creative Director as well as Design Director since 2011

    Kapil Tammal joins DDB Mudra West as ECD

    By A Correspondent

     

    Kapil Tammal

    DDB Mudra West has brought in Kapil Tammal as Executive Creative Director. He will be based in Mumbai and will report to Rahul Mathew, Creative Head, DDB Mudra West.

     

    Kapil Tammal joins DDB Mudra from Scarecrow where he was a founding employee and was Executive Creative Director as well as Design Director since 2011. Before his stint with Scarecrow, he was associated with McCann, Umbrella Design, Triton Communications & Concept Communications.

     

    Talking about his appointment, Tammal said: “While DDB Mudra West has always been a creative powerhouse, globally, what really impressed me was the rapid inroads the agency has made in the Indian market, in recent times. Meeting with Sonal, Rahul and Rajiv further fueled by belief in the agency. They are insanely creative and driven to put DDB Mudra Group on the global map. I have worked with Rahul in the past; and I am eagerly looking forward to team up with him again, for shaping the creative product at DDB Mudra West.”

     

    Sonal Dabral

    Quoting on the appointment, Sonal Dabral, Chairman and CCO, DDB Mudra Group said: “Kapil is not just a hugely talented and experienced creative professional, he is a genuinely nice guy. In today’s day and age of restless creativity, Kapil is one the rare breed of creatives who has complete mastery over his craft. It’s been exciting times for all of us at DDB Mudra Group; with our work being recognised in multiple forums for its effectivity as well as its creativity. And with Kapil joining our family, I’m sure we’re going to see our work reach even greater heights.”

     

     

    Rahul Mathew

    Added Mathew: “Our band of merry men and women grows stronger and stronger. Kapil not only adds more muscle to our craft, but also brings great enthusiasm and excitement to the workplace. He understands the effort and resilience that goes into building an agency; having helped build one. We all look forward to him helping us build DDB Mudra West into the creative force that we know it can become.”

     

  • Kunj will be based out of the agency's office in Mumbai

    DDB Mudra West appoints Kunj Shah as Group Creative Director

    By A Correspondent

     

    DDB Mudra has announced the appointment of Kunj Shah as Group Creative Director, DDB Mudra West. Kunj will be based out of the agency’s office in Mumbai.

     

    A veteran of 17 years in the advertising industry, Kunj joins DDB Mudra West from Ogilvy and Mather where she was a Senior Creative Director for almost 3 years. Kunj brings in a plethora of experience from her earlier stints at McCann Erickson and Grey Advertising.

     

    Kunj has worked on numerous multinational brands in the FMCG, telecom, electronics and automobile sector. Her key client roster includes brands like, Home Centre for MENA region, Abbott Pharma, Coca Cola (Sri Lanka), British Petroleum, STAR Indian Super League, Titan Watches, Allen Solly, Reliance Telecom, TVS Scooty, Pond’s, Levi’s, ITC’s Aashirvaad Atta to name a few.

     

    Quoting on Kunj’s appointment, Rahul Mathew, Creative Head, DDB Mudra West, said, “Bernbach had said “An idea can turn to dust or magic, depending on the talent that rubs against it” And Kunj is the kind of talent that we believe will help us create more magic. She makes our talent roster even more formidable and enviable. And will surely help us script many more success stories in the market place and in award shows.”

     

     

  • He started his career at Ogilvy and moved to Leo Burnett for a brief period, before coming back to Ogilvy for a second long stint

    DDB Mudra West appoints Nilay Moonje as Group Creative Director

    By A Correspondent

     

    DDB Mudra Group has recently announced the appointment of Nilay Moonje as Group Creative Director, DDB Mudra West. Nilay will be based out of the agency’s office in Mumbai.

     

    Nilay joins DDB Mudra West from Ogilvy & Mather where he was a Creative Director. He started his career at Ogilvy and moved to Leo Burnett for a brief period, before coming back to Ogilvy for a second long stint.

     

    In his twelve-year career, Nilay has worked on numerous multinational brands across FMCG, sports, electronics, financial and tourism sector. His key client roster includes brands like Amaron Batteries, Star Sports Pro Kabaddi, Diu Tourism, Comfort Fabric Conditioner, Siemens, Taj Mahal Tea, Johnnie Walker, Bajaj Electricals and Loksatta to name a few.

     

    Quoting on Nilay’s appointment, Rahul Mathew, Creative Head, DDB Mudra West, said, “Nilay embodies all that we stand for at DDB Mudra West. A penchant for big brand work and a hunger for fame. He adds strong winds to our creative sails. I look forward to an exciting journey with him.”

     

  • With an effort to trigger a larger brand appeal, the agency positioned Sainik as 'Hamesha Taiyyar'

    CenturyPly unveils brand campaign for Sainik Plywood

    By A Correspondent

     

    CenturyPly has introduced a new plywood brand – Sainik, for the value segment. The campaign, titled ‘Hamesha Taiyaar’, has been conceptualized by DDB Mudra West.

     

    Plywood is a commoditized but complex category. Consumer involvement is very low, there are multiple products at different price points based on various technical parameters. A consumer does not understand those technicalities but knows his budget. The role of the brand in this category is limited to passive reassurance.

     

    With an effort to trigger a larger brand appeal, the agency positioned Sainik as ‘Hamesha Taiyyar’ to display the toughness of the ply and its readiness for any eventuality or hardship that comes its way, much like a soldier.

     

    The thought behind the brand has been translated into a clutter breaking TVC and OOH implementations. The TVC intends to create a larger-than-life image of the brand in the consumers’ mind space. The storyline follows a platoon of soldiers in a forest, where they are seen engaged in a fierce combat across land and water, under the most trying circumstances. The testing journey of the soldiers is matched by the journey of the plywood box, which eventually turns out to be carrying letters from the homes of these soldiers. The unscathed surface of the box personifies the tested, yet undaunted spirit of the soldiers. In spite of the forces of nature and the troubles caused due to the rough terrain and handling, it stands strong with the strength that only a true soldier embodies.

     

    Amit Gope

    “This is another first attempt from Century Ply, where we are trying to create a sub brand in our journey for creating a commodity into a consumer brand. Sainik Plywood comes lower in the hierarchy of our products but is one of the most exciting products for our consumers. What we want to bring out from this campaign is built on a spirit of the Sainik in terms of integrity, commitment, strength etc. and this is what Century Plywood also stands for. Another offering from CenturyPly in terms of creating good advertisement and delivering good product to the market space”, says Amit Gope, Group Marketing Head – Century Plyboards (India) Ltd.

     

    Rahul Mathew

    Rahul Mathew, Creative Head, DDB Mudra West, said: “The name Sainik in itself holds so many virtues – strong, steadfast, resilient. This summed up what we wanted to say about our plywood as well. From here the story practically wrote itself, which was then beautifully captured by Anupam.”

     

  • Manoj joins the agency's Mumbai office from Greenapple Design

    DDB Mudra West appoints Manoj Bhagat as GCD

    By A Correspondent

     

    Manoj Bhagat

    DDB Mudra West has recently roped in Manoj Bhagat as Group Creative Director.

     

    Manoj joins the agency’s Mumbai office from Greenapple Design where he was appointed as a Creative Director for close to three years. Over his decade long experience, he has worked with reputed agencies such as Grey Worldwide, L&K Saatchi & Saatchi and Access Leo Burnett, Nairobi. He’s worked with DDB Mudra Group’s Bengaluru and Mumbai office at two different stints during his career.

     

    Rahul Mathew

    Manoj has worked on numerous multinational brands in the telecom, FMCG, automobile, financial and corporate sector. His key client roster includes brands like Orange Telkom, Deutsche Bank, Sony Walkman, Tata Motors, Haig-Diageo, EDW, Big Bazaar, PE Bags, Indus Pride, Cadbury, Corolla, Prada – Toyota, Suzlon Energy Ltd. to name a few.

     

    Rahul Mathew, Creative Head, DDB Mudra West, said, “Our journey over the last year has been one of reinventing ourselves and our creative product. Manoj is another step in this direction. Am sure he will help us see newer and better ways of creating solutions for our clients.”

     

  • Volkswagen, one of Europe's leading carmakers has been synonymous with its world renowned German Engineering. Volkswagen in India too has constantly innovated to launch best-in-class offerings that are high on build quality & have unmatched driving dynamics

    AdStrat: Volkswagen Jetta says it’s ‘Worth Everything’ for new offering

    Volkswagen, one of Europe’s leading carmakers has been synonymous with its world renowned German Engineering. Volkswagen in India too has constantly innovated to launch best-in-class offerings that are high on build quality & have unmatched driving dynamics

     

    Campaign Brief

    Post its launch in 2009, the Volkswagen Jetta has earned a reputation of being a luxurious sedan built to enhance the driving experience. With the launch of the New Jetta, Volkswagen aims to set a new benchmark when it comes to product superiority, sophistication & overall safety.

     

    Objective

    The objective of the campaign was to improve awareness and consideration for the New Jetta by heightening the desirability for the car & making it aspirational in nature.

     

    Campaign Idea

    The new-age Jetta buyer seeks & appreciates top-notch quality and well-crafted design, with a desire to stand apart from the ordinary with the choices that he/she makes.

     

    The campaign built on the obsession platform used a couple of years back, amplifying the great lengths one would go to achieve something extraordinary. An idea that would make both, the car and its buyer, distinguished. Thus, was born the idea of ‘Worth Everything’.

     

    Creative Execution

    The media rollout consisted of a clutter-breaking 45-second TV commercial, along with print innovations in leading dailies. This was supplemented by OOH, digital & other interactive initiatives

     

    The sharply executed TVC is a tale of obsession. The key protagonist; in this case the chameleon develops an obsession for the new Jetta upon spotting it drive by. The narrative portrays how the chameleon changes his colours to match the contours of the car; much to the amazement of his peers. Undeterred he keeps at it and the end reveals him get on the Jetta, cleverly camouflaged & perched on the front grill.

     

    Rahul Mathew, Creative Head, DDB Mudra West said, “In Volkswagen commercials we always try to capture simple emotions that our cars evoke. And then tell it a charming and refreshing manner. For the new Jetta the emotion was a no-brainier – desire. And then used a chameleon to bring out the different shades of this desire, quite literally.”

     

    Kamal Basu, Head – Marketing & PR, Volkswagen Passenger Cars said, “Volkswagen advertising has a unique tone and the brand always tries to set new benchmarks with its campaigns. We wanted to do something unique for the New Jetta, and the DDB Mudra team has worked on the brief very well. We believe that the final outcome has been fantastic and the team is excited with how the new Jetta campaign has shaped up, and with the overwhelmingly positive response that we have got for the new campaign.”

     

    Agency Credits

    Agency: DDB Mudra West

    Chief Creative Officer: Sonal Dabral

    National Head Planning: Aditya Kanthy

    President, DDB Mudra West: Rajiv Sabnis

    Creative: Rahul Mathew, Ferzad Variyava, Karunasagar Sridharan, Preeti Verma, Sagar Moriye, Manuja Patil

    Account Management Team: Anurag Tandon, Giridhar Bhat, Shivavrata Sarkar, Hemant Joshi

    Strategic Planning Team: Mou Roy, Deboleena Chatterjee

    Films Team: Vishal Sane, Vishal Agarwala

     

  • Keegan is an avid Bollywood enthusiast. He composes music and writes lyrics too. His first feature-film outing will be seen mid-2015

    Keegan Pinto joins DDB Mudra West as Group Creative Director

    By A Correspondent

     

    Keegan Pinto

    DDB Mudra West has announced the appointment of Keegan Pinto as Group Creative Director.

     

    With more than a decade of experience, Keegan’s previous stints were with Lowe Lintas, Bates 141, Rediffusion Young & Rubicam, O&M Mumbai and Colenso BBDO Auckland, New Zealand. He has been associated with brands including Tata Tea ‘Jaago Re’, Lifebuoy Worldwide, ICICI Prudential Life Insurance, Tetley Tea, Videocon d2h, Onida air conditioners, TVS, Domex, Croma, Bajaj Bikes, DNA newspaper, Airtel, Economic Times, HLL – Dove, Lakme, Pond’s, P&G – Vicks, Kingfisher Airlines, Zoom TV, Hindustan Pencils, World Gold Council and BBC World to name a few.

     

    Keegan has led some famous award winning campaigns such as ‘Bande Achchhe Hain’ for ICICI Prudential Life Insurance, ‘Power of 49’ campaign for Tata Tea, ‘Heat mein Dheet Hain’ for Onida AC, ‘Inside wala Snaan’ for Tetley Green Tea and ‘For Indian Values’ for Videocon d2h. While at Bates, Keegan was also responsible for the successful ‘MTV Stay Raw’ campaign.

     

    Keegan is an avid Bollywood enthusiast. He composes music and writes lyrics too. His first feature-film outing will be seen mid-2015.

     

    Rahul Mathew

    Quoting on Keegan’s appointment, Rahul Mathew, Creative Head, DDB Mudra West said, “We believe that great work is created by like-minded people with diverse backgrounds and passions. Keegan is yet another step in that direction. He brings a rather unique skill-set to the table. And at the same time is completely aligned and excited by the vision we have for the agency. I am really looking forward to his diversity adding to our body of work.”

     

  • Darji joins DDB Mudra Group, from BBH India

    Manish Darji appointed ECD at DDB Mudra West

    By A Correspondent

     

    Manish Darji
    Rahul Mathew

    DDB Mudra West has appointed Manish Darji as Executive Creative Director. With over 15years of experience, Darji joins DDB Mudra Group, from BBH India. He has worked with agencies such as McCann Erickson, Ogilvy, Rediffusion Y&R and Bates 141 and has worked on renowned brands such as Coca Cola, NDTV, Western Union, WWF, Incredible India, Fevicol, Cadbury, Tata Nano, Virgin Mobile, Skoda, CRY, TVS Wego, Marico, Vaseline and Vat 69.

    Rahul Mathew, Creative Head, DDB Mudra West said, “I’ve worked with Manish Darji at various stages of his career, and he has been a different Manish each time. It is this doggedness of his to keep evolving that makes him one of the finest in the country. With his unique and inimitable style, he harnesses the power of design to create solutions for many brands. Little wonder that work has been applauded and celebrated at various forums. And we can’t wait for him to create a lot more magic with us.”

     

    On joining DDB Mudra West, Darji said, “DDB Mudra is undergoing a transformation and it’s always great to be a part of change. The agency has a terrific roster of clients who I’m keen to work with. I’ m also happy to be working with Rahul again and create some spectacular work.”

     

  • The HBO Premium channels campaign has been launched with the aim of making sure that audiences have an uninterrupted ad-free viewing experience

    DDB Mudra releases new campaign for HBO Premium

    By A Correspondent

     

    DDB Mudra West has released a new campaign for HBO South Asia to promote HBO’s belief – nothing should come in the way of entertainment.The HBO Premium channels campaign has been launched with the aim of making sure that audiences have an uninterrupted ad-free viewing experience.The campaign will highlight the HBO premium channels- HBO Defined and HBO Hits proposition of being 100 per centad-free.The objective of this innovative campaign is to get people to visit the HBOPremium.comwebsite and subscribe to HBO Premium channelsor directly through DTH operator or digital cable operators.

     

    HBO Premium will take a new route in their quirky TVCs with HBO Premium Accessories like HBO Agriculture and HBO Super Clone. To illustrate these TVCs further, HBO Super Cloneis a clone that manages everything in life so that one is not interrupted while watching TV. HBO Agriculture is a set of plants that grow foods like popcorn, burgers, etc., so that hunger doesn’t interrupt one from watching TV. The HBO Ultimate Couch is a couch that has just about the whole house built into it – dumbbell holders so that one doesn’t have to get up to workout, a wash basin so that one doesn’t need to get up to go to the restroom, an in-built kitchen and phone charging station and much more.

     

    Monica Tata

    Announcing the launch of the new multi-media campaign, Monica Tata, Managing Director, South Asia for HBO India Pvt Ltd said,”Both the HBO Premium channels maximize the entertainment experience by airing HBO Original content and blockbuster movies 100% break-free. We have initiated a multimedia campaign developed by DDB Mudra to promote the visibility and popularity of this unique proposition of HBO Defined and HBO Hits across platforms including print, cinema, TV, digital and social media. Our aim is to spoil our viewers with the very best non-stop, high quality programming, thus providing an unparalleled viewing experience.”

     

     

    Rahul Mathew

    Speaking about the creative strategy behind the campaign, Rahul Mathew, Creative Head,DDB Mudra West, said, “It’s not often that a channel can truly boast of a viewing experience and not merely bleat about its content. And we wanted to make sure that the communication reflects the richness and the uniqueness of the channel. HBO premium accessories as an idea does that and allows for many interesting executions in different media.”