Water purifier brand Livpure has unveiled a TVC featuring Sachin Tendulkar to endorse its Livpure Smart RO water purifier. The TVC revolves around Sachin’s concern about how impure drinking water adversely impacts the dreams and aspirations of India’s future generations.
Said Sushil Matey, Director – Marketing, Livpure: “We wanted to educate all by making a larger statement that consumption of impure water leads to chronic illnesses & hence limits the growth potential of India as a nation. Sachin is being used as a protagonist to urge nation to drink purified water.â€
Added Raj Kamble, Founder & CCO, Famous Innovations: “More than just creating a good ad, we wanted to create a compelling movement, focusing on a topical societal issue – kids not being able to fulfil their dream because of impure drinking water. The end phrase ‘Come-on India, Livpure’ is a clarion call by Sachin.â€
HRX, the active lifestyle and sportswear brand launched by actor Hrithik Roshan has launched a new film with the message ‘Keep Going’. The film was conceptualized by Famous Innovations and shot by Razneesh Ghai.
Said Raj Kamble, Founder and Chief Creative Officer, Famous Innovations,:”Fitness is a fast emerging category in India and with many international players dominating the space, hence it was important to find a unique voice for HRX. Hrithik Roshan himself is a huge inspiration and along with him we have tried to include people at every stage of the fitness curve in the communication. The idea is to show that whether you’re just starting out or are an expert, we all go through the same struggles and the way to overcome them is by simply taking small steps forward.”
Added Gunjan Soni, Head, Jabong and CMO, Myntra: “This campaign brings Hrithik Roshan’s personal mantra and passion for fitness face-to-face with the challenges that our consumers deal with everyday in their journey towards an active lifestyle. Our attempt is to break down the unconquerable monolith called ‘fitness’ into real, achievable steps, and make this category more inclusive than it has generally been. This is important because India is more conscious about fitness today than it has ever been and while pro-athletes have many cheerleaders, someone needs to speak for the amateurs and beginners out there too.”
Livpure Pvt Ltd. has awarded its creative duties to Famous Innovations. The mandate includes complete communication strategy and creative, and will be managed by the agency’s Mumbai office.
Said Raj Kamble, Founder and Chief Creative Officer, Famous Innovations: “We are delighted to be working with Livpure. This is a challenging category with many legacy brands and little differentiation in the communication. With a superior product and Mr Sachin Tendulkar as our brand ambassador, we have many a interventions in the pipeline that will be simple, honest and effective.”
Added Sushil Matey, Director – Marketing, Livpure: “Water is a very sensitive space, one that is deeply seeped in trust. For any other appliance, consumers may experiment or take a leap of faith, but for a water purifier they will always be extremely cautious. Famous’ approach was very refreshing & innovative which we believe will help us break the category clutter and approach our TG, effectively. We met many agencies, but Famous’ way of building brands resonated with us the most.”
Famous Innovations has appointed Namit Prasad as Head of Planning. Prasad comes with over 10 years of experience in Brand Planning & Strategy, having lead brands like Vicks, Pepsodent, Closeup, Oral B, Ambuja, Park Avenue, Nerolac, Symphony, HDFC MF, Havmor, Century Ply, Paras Pharma in Agencies like DDBMudra, Lowe Lintas and Publicis.
Said Raj Kamble, Founder and Chief Creative Officer, Famous Innovations: “When I met Namit, I immediately knew that he is a Famous kind of person – humble, genuine, someone who knows how to make a big point in a soft spoken way. His strength is that he is a new age planner who understands design, digital, content and advertising. In an agency that is on the growth highway, we need people who can move sharply and swiftly, and Namit is the right fit for that.”
“I joined Famous because it has a very contemporary vision of innovation, which brands and businesses need more and more everyday,” Prasad added, “It is a great opportunity to lead a talented planning team with diverse backgrounds that brings lot of interesting thinking on the table. Raj is a true entrepreneur and has a way of connecting the dots in interesting ways in both business and creativity, and I look forward to this journey eagerly.”
Famous Innovations launched a new film for Raymond Techno Series presents TechnoSmart highlighting how the fabric is an appropriate blend of advanced fabric engineering and style. Depicting four protagonists, the film showcases TechnoSmart features in a dynamic and vibrant manner.
Said Madhu S Dutta, Head Marketing, Lifestyle Business: “TechnoSmart is an example of Raymond’s journey to constantly bringing in innovative product line. It’s futuristic and caters to our consumers’ changing lifestyle. Suits are no longer the domain of stiff upper-lipped Boardrooms. They are dynamic, vibrant and more fun. The film reflects that sensibility.”
Raj Kamble, CCO and Founder, Famous Innovations, added: “This is the second film we’ve created for TechnoSmart. While the first film focused only on the product’s proposition, here we balanced the product USPs with the style and sensibilities suitable for a fashion brand. Edgy and graphic, unlike any other film we’ve done for Raymond, the idea was to keep it visually engaging with details that viewers discover each time they view it.”
Said Raj Kamble, Founder and CCO, Famous Innovations: “We were thinking of ways to increase corporate engagement for Project Nanhi Kali and we found ourselves wondering – what can corporate brands contribute with, other than just money? “Taglines” was the simplest, yet the most daring of answers. The one asset that any brands holds dearest to its heart and closest to its name. We salute Nestle India and Project Nanhi Kali for this bold step towards educating girls in India, a cause that we all know needs urgent attention.”
Speaking on the partnership,. Suresh Narayanan, Chairman and Managing Director, NestleÌ India said: “Brands are built by earning the love and trust of consumers over time. Every time a consumer picks a pack off the shelf, the visual properties of the brand serve as symbols of the promise the brand has made to the consumers. They are therefore invaluable assets, protected and treasured by organisations. We are changing the packaging of three of our most iconic brands to sensitise and draw attention to the fact that society needs to embrace collective responsibility in ensuring that more girls have the opportunity to pursue education. Girls with access to education not only improve their own lives but also bring changes to their families, communities and economies. This is NestleÌ India’s humble way of making a small yet deeply felt contribution to a cause that is important and vital to our society.â€
Famous Innovations is among the top 14 independent agencies in the world, as per the World’s Leading Independent Agencies. Interestingly, Famous is the only agency to be invited from India amidst international names like Red Brick Road (UK), The Secret Little Agency (Singapore), The Jupiter Room (South Africa), etc.
This recognition comes right on the heels of Famous Innovations being awarded Campaign South Asia Independent Agency of the Year, and a team from Famous winning Young Cannes Lion – Print, India.
Raj Kamble
Raj Kamble, Founder and CCO, Famous Innovations said, “Independent agencies across the world are setting new standards in creativity, business solutions and dynamic processes. We are honored to be part of this league. At Famous, we believe in having and nurturing an entrepreneurial spirit, which has proven effective for us in the last 3 years. Of course, this is just the beginning.â€
Julian Boulding
Julian Boulding, President and Founder of thenetworkone commented, “The independent agencies you’ll find in this publication all have something, radical and innovative to say to the world. They are driven by a passion, a commitment, a readiness to improve and to change, and the energy to grow through their own efforts, rather than by primarily by acquisition.â€
A group of three students from Miami Ad School won a pencil at D&AD awards in the New Blood category on a campaign built to empower the audience to take action against injustice in a real and meaningful way.
‘Taking Injustice Personally’ is their big idea for Amnesty International in the New Blood Awards 2016. People engaging with Amnesty do not see human rights as very relevant to their lives and that was the challenge. The campaign called for entries to bring to life the meaning of ‘Taking Injustice Personally’ for the target audience, and help them to see Amnesty International as the way to do something about it.
Team from Miami Ad School consisted of three students – one each from Mumbai, Madrid and San Francisco. Upaasna Rajaram, one amongst the three students is pursuing her second year of Copywriting program at Miami Ad School, Mumbai. On winning a pencil, Upaasna says, “We chose Amnesty International because the brief was something that we all related to and we thought it did more than just advertising for a product or service. It feels great and almost surreal to have won the coveted pencil since D&AD is one of the most difficult student advertising awards to succeed in.â€
The campaign is designed to be a new series from Netflix & Amnesty International that helps give a voice to the victims of human rights violations. Audiences can learn more about the issue, the characters and their stories with each ongoing episode. Before the finale the series becomes interactive, empowering invested viewers to make a difference that they can actually see.
On winning this award, Raj Kamble, Director, Miami Ad School, Mumbai commented “It is a delight to see our students win prestigious awards consistently across award platforms. 31 nominations and awards in three years is fantastic. Kudos to the students!â€
Largely the same as the number of entries sent last year,India’s tally in Press Lions stands at 266 – compared to 267 last year. Overall the category has seen a rise of 12 per cent, recording 6,056 entries from 72 countries. Leading from the front once again is Brazil that has sent a record 948 entries. It is followed by UKÂ &Â USA that have sent 399 and 390 entries respectively,Germany that has sent 385 entries and France that has sent 325 entries.
The number of shortlists from India stands at a commendable 30. This is led by DDB Mudra that has 10 of its entries being shortlisted, Leo Burnett which has 8, Ogilvy & Mather that has 6, BBD0 that has 4 and Publicis that has 2.
In the category Art Direction, DDB Mudra has three of its entries – Great Fire of London, New York Blackout and Armenian Internet Shutdown that have been shortlisted for its client Geebees Beverages. Three other shortlists of DDB Mudra include Elvis, JFK and Roswel lfor its client Stedfast in the Business Equipment & Services category. Leo Burnett once again finds four mentions for its Cigarette, Socks, Fish and Egg entries for its client Bajaj Electricals in the Photography category while Ogilvy bags three shortlists for its client Mattel Toys in the entertainment & Leisure category. Publicis has two shortlists for its client Bookstalk Audiobooks in the Retail Stores category.
Representing the jury from India is Raj Kamble Former Chief Creative Officer, BBH. Over the years,India’s winning tally from 2007-2011 in Press Lions read thus: 4, 7, 2, 6, and 4.
The awards will be distributed at a glittering ceremony at Palais des Festivals on Wednesday evening.
