MxMIndia

Tag: RajDeepak Das

  • New campaign by Leo Burnett India tells viewers 'Apnokoapnedum par jeenasikhao'

    HDFC Life’s new campaign highlights what’s best for the family

    By A Correspondent

     

    HDFC Life has unveiled yet another impactfulmulti-media brand campaign. With ‘Apnokoapnedumpejeenasikhao’ as the proposition for the campaign, the film reinforces the importance of self-reliance along with financial independence.

     

    Over the years, the role of the earning family member has changed immensely; it has transcended the traditional values of just being the person who takes care of household finances. Today’s men also work towards shaping their family’s values, enabling their families to live a life of pride.

     

    Through a moving story of a girl’s journey from being an over protected daughter to a confident woman thanks to her husband who taught her the values of independence and self-reliance, HDFC Life once again reinforces its brand belief–SarUthaKeJiyo!

     

    Leo Burnett India has conceptualised and created the newest campaign for the brand.

     

    Speaking about the campaign, Senior Executive Vice President & Head – Marketing, Analytics, Digital & E-Commerce, Sanjay Tripathy said:“Over the years, the category has side stepped the real reason for buying insurance. Through this hard-hitting campaign, we wanted to go back to the basics of why insurance is purchased in the first place; to protect your loved ones and their dreams from untoward uncertainties. HDFC Life has always stood for ‘SarUthaKeJiyo’ – living an independent life of pride. Focusing on the evolution of a woman and her journey to self-reliance the new brand campaign will further the ‘pride’ proposition which is widely recalled and resonates with our audience”.

     

    Adding more perspective on the campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “It’s a story of a young woman’s journey from a dependent daughter to an independent woman. She is able to transform because of her husband’s belief in her. The story has been told from the father’s point of view, and I believe the campaign makes the impact we aimed to make.”

     

    Apart from TV, the film will have legs on DTH, Cinemas, OOH, Digital, Social media and on-ground.

     

  • The interface gets smoother facilitating easy and quick ordering

    McDonald’s introduces new features in the McDelivery app

    By A Correspondent

     

    To provide convenience to consumers when they order food, McDonald’s India(West & South) has come out with a new update for its McDelivery app.

     

    Speaking about the app, Ranjit Paliath, Vice-President, Business Operations, Hardcastle Restaurants, McDonald’s India (West & South) said, “We launched our McDelivery Services App(MDS app) in 2014 with the objective of providing consumers their loved food at their fingertips. In fact, our web and mobile platforms contribute over 55% sales of the total McDelivery business for McDonald’s(West &South). With the revamped MDS app, we are confident of  connecting more than ever with consumers and offering them  easy, personalized and truly useful features”.

     

    For the first time ever, instead of launching unique features as an ad, McDonald’s and Leo Burnett India, have explored a web film that will be released online. Conceptualised by Leo Burnett India, the film focuses on relationships, and people coming together over food. This web film for McDelivery showcases the funny day-to-day interactions between two retired neighbours dubbed as frenemies as they never see eye-to-eye. And yet, when one of them faces disappointment, the other comes to the rescue with the help of the McDelivery App. The film will be showcased across all digital and social media channels.

     

    Speaking on the new app and the film, KedarTeny, Director – Marketing & Digital, McDonald’s India – West & South said, “The new web film shot for McDelivery show cases an unexpected yet endearing tale of two retired frenemies who later come together over food. It clearly depicts a simple message of offering customer conveninece and allowing consumers to enjoy their favorite meal from McDonald’s anywhere and anytime of the day.”

     

    Elaborating on the idea, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia said: “The joy about working with McDonald’s is that in every brief, we have a strong opportunity to build India’s most loved food brand. When we heard about McDelivery’s new features, we were sure how we wanted to pitch it to our users. Not as a set of features, but as endearing, everyday moments that make up our lives. In this execution, we’ve achieved that beautiful balance between a story that people want to watch and share, and a product idea that improves our lives.”

     

  • Leo Burnett Orchard has handpicked a team to match its ambitious vision for the agency

    Leo Burnett Orchard appoints Mahuya Chaturvedi as COO

    By A Correspondent

     

    Mahuya Chaturvedi

    Leo Group has appointed Mahuya Chaturvedi as Chief Operating Officer of its second agency, Leo Burnett Orchard. She takes over from Kaizad Pardiwalla who quit the agency as COO in November 2016. Meanwhile, the Leo Group has elevated the status of the agency as the second agency in the group and not just as a subsidiary of the Leo Burnett India.

     

    The core management team of Saurabh Varma, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, and Dheeraj Sinha, Chief Strategy Officer, Leo Burnett, South Asia, will oversee both the agencies in their respective capacities.

     

    Said Saurabh Varma, Chief Executive Officer, Publicis Communications, India: “Both the agencies will have the same DNA and will work to further the core philosophy of HumanKind that is so distinct to The Leo Group. In the last three years, the group has invested in assets like Indigo Consulting, IndigoiStrat, Leo Burnett Experience, and Greenhouse. These core offerings will be deployed by both agencies to create integrated solutions for their clients. Leo Burnett Orchard will also access MSL Group, Publicis.Media and Sapient in India to offer transformative solutions to its clients.”

     

    Meanswhile, Chaturvedi will be based in Mumbai and will report to Varma. Rohitash Srivastava has been appointed as National Head of Strategy at Leo Burnett Orchard. He comes in from Sapient.Nitro, where he was the Strategy Planning Lead – North India. Rohitash will be based out of Bengaluru. AmodDani has joined the agency as the Executive Creative Director, Mumbai. Daniis a multiple award-winning creative powerhouse with 10 years of solid creative knowhow. He has worked across agencies like Sapient.Nitro and Publicis, and has spent over five years in Leo Burnett, during the course of his career.

     

    Sharmine Panthaky will continue to be the Branch Head at Leo Burnett Orchard, Mumbai. Partnering her will be Amritraj Thakur, who has joined as the Vice President – Brand Strategy, Mumbai. Amod will work closely with Sharmine and Amritraj to further the creative product from the west region.

     

    Ganga Ganapathi, Branch Head, Leo Burnett Orchard, Bangalore will continue to work closely with Neel Roy and Vinod Eshwer, Executive Creative Directors, Bangalore. Additionally, Rina Francis, Finance Director, and Reena Nair, the People & Culture Manager and Head of HR at Leo Burnett Orchard, will oversee respective functions across the Mumbai and Bangalore offices. With this, the key leadership structure at Leo Burnett Orchard is now in place.

     

    On her new role, Chaturvedi said:“I am extremely excited to be a part of Leo Burnett Orchard, especially to lead over a 100 people across Mumbai and Bengaluru. I couldn’t have come in at a more opportune moment, when the agency is seeing such dynamic momentum and is handling some of the most marquee brands in the country. My vision isn’t to just make Leo Burnett Orchard the fastest growing agency, but to also create some incredible integrated work using the ‘Power of One’ and harnessing the Group’s cutting-edge specialist functions.”

     

  • The last of the series of Effies 2016 interviews has Rajdeepak Das and Jitender Dabas

    ‘We had a great idea, but we had a better client’

     

    Rajdeepak Das, CCO, The Leo Group India

     

    Grand Effie is huge… what does this win mean to you?

    We had an idea but we had a better client. The client had a vision on marketing team, Rajiv Bajaj and everyone bettered the vision. Not every time in your life you create a brand from an iconic historic thing from Ground Zero and make it one of the biggest brands in the country. A brand which is going to be $5million brand. I think it’s close to my client. People have ideas but it’s the client who give she to those ideas. So cheers to the client, Sumit, Saumya, Rajiv, Eric and everyone. It’s a massive team behind the client. We are just the creative team, you think we are glamorous but there is a massive team behind this that has made it happen. It’s (Grand Effie trophy) is black because it has gone through a massive amount of fire to be black.

     

    Did you think the client would accept your (Bajaj V) idea?

    In Burnett, we believe in one thing: human kind. Every piece of work that comes out is human kind. We don’t believe if it’s not human kind we are going to sell it, when you have human kind we make sure people buy it and thats what we did.

     

    This year Leo Burnett has done very well on the back on Bajaj V and HDFC Life. You are Agency #5 which is a dramatic leap from last year. What do you attribute the success of this to?

    As an agency we are one of the youngest agency in the country. If you look at my team, the people who work on it, have one goal in life, do the best piece of work for client and believe in one thing, human kind.

     

    And you are one of the youngest CCOs in the country!

    A CCO is as good as the team you work with. Guys like Projo, Kevin, Sachin and there are 750 creatives people in the agency that make what we are.

     

    Jitender Dabas, Chief Strategy Officer – McCann Worldgroup India

     

    McCann did very well this year compared to the last few years. You had some great work. Your views on the overall performance of the agency?

    Very happy because as you rightly said we had some big campaigns which were very dear to us and not just in terms of the work you saw on Maggi which brought the brand back from dead but even on behaviour change campaigns like the one on open defecation because that gives a special joy because then you are working towards trying to change behaviour of Indians and I do believe that the kind of work you do for behaviour change, that’s the real work because that is not just selling products but actually moving a nation towards newer habits. So I am particularly proud of that and if you look at our other clients that have won like IDFC which is a completely new entrant. We won Effie for Dabur Odomos, again a fairly big campaign in terms of trying to change people’s behaviour and to fight dengue. Nescafe again is a campaign that we have always loved and built a campaign over years. Yes, of course, there we other misses, we thought Dettol and Paytm campaigns which we were very proud of.

     

    Regrets on not winning the grand Effie for Maggi or Dettol?

    Well, if we are competing there should always be regrets because that will bring you back much stronger. Yes, I did expect that both Dettol and Maggi were massive campaigns and the results are quite evident but it’s the jury’s prerogative to decide what deserves the award.

     

    You were in three figures this year, one of your best performance ever in the Effies over the last 16 years. How do you ensure you get to #1 next year?

    We have the breadth of brands. We have big brands right from global clients like Nestle, Coca-Cola, General Motors, Perfetti and there are Indian biggies like Britannia, which are currently under presented in the list we have. So what it takes is to focus more on producing good work.

     

    Your takeouts from the awardwinners this year?

    Lowe are worthy and deserving winners of this year. They have a spread of work which is just not concentrated on certain brands but across the brands. Also, a lot of work that is not just about the brand but impacting stuff outside the brand, changing what the society does, having a point of view on the society. Lowe has always done excellent work around that.

     

    Bajaj again a big idea and not the conventional way you look at a brand campaign or advertising. What I am happy about is that the kind of work which is winning is not straightforward work though from a pure planner perspective, Effies were about what moves the needles on sales. That’s something I would love to perhaps bring the focus back more on that but because the ideas are bigger they are winning but bringing it back to the needle of saying simple work that really increases market share even if it is one poster or a film should also get rewarded.

     

  • The win was announced at the CNBC-TV18 Overdrive Awards held on December 14

    Leo Burnett India wins ‘Storyboard Commercial of the Year’ for Bajaj V

    By A Correspondent

     

    Leo Burnett India bagged the ‘Storyboard Commercial of the Year’ award at the 17th edition of the CNBC-TV18 Overdrive Awards. The agency has bagged the award for the Bajaj V launch commercial.

     

    Speaking on the win, RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia, who was present to collect the award on behalf of Leo Burnett said, “This is pretty much the best way to end the awards streak this year! Automotive advertising is one of the most dynamic, high-volume categories, and making it to the top spot for real work is extremely encouraging. It is great to have walked up on the CNBC-TV18 Overdrive Awards stage to receive this honour on behalf of my team. I hope Leo Burnett and Bajaj V’s great streak continues into 2017 as well.”

     

    The Bajaj V was launched earlier this year on January 26. Bajaj sold a record 11,000 V bikes on the first day of the V’s launch.

     

  • The initiative has been conceptualised and created by Leo Burnett India. A film featuring war veterans went live on November 26

    Fortis Healthcare and war veterans have #MoreToGive for organ donation

    By A Correspondent

     

    Leading hospital chain Fortis Healthcare has pledged itself to champion the cause of organ donation with a new campaign ‘#MoreToGive’. The initiative has been conceptualised and created by Leo Burnett India. A film featuring war veterans went live on November 26.

     

    Elaborating on Fortis Healthcare’s pledge to the Organ Donation cause, Gaurav Dudeja, Head of Marketing said: “Fortis was set up with the higher purpose of saving and enriching lives, and upholding that purpose is an ongoing journey for us. It therefore puts a moral responsibility on us to bring about a change in the Organ Donation culture in India…. We believe that change like this can only be made possible by a hard-hitting and powerful dig at people’s conscience.”

     

    Speaking about the idea behind the campaign, RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia said: “An acute organ crisis in a country of over a billion people just doesn’t add up at all. We, and Fortis, saw an opportunity to step in and make Indians aware of how it takes just a few people to inspire millions of people, who in turn will inspire millions. Army men and war veterans are looked at as the pinnacle of sacrifice in our country; we really don’t have an excuse not to pledge our organs, if they can despite having done so much already. I am glad that we could partner Fortis in this vital cause.”

     

  • Leo Burnett India is the only agency in the APAC region to win at these Awards

    Leo Burnett wins big for OLX & Bajaj V at Epica Awards 2016

     

     

    Leo Burnett India has bagged India’s sole Gold at the 2016 edition of the Epica Awards, for its ‘Reuniting Memories from 1947’ (Dastaan) campaign for OLX. Additionally, its work for Bajaj V, ‘Sons of Vikrant’, bagged a Bronze. The Epica Awards celebrate work from advertising, design, media, PR and digital that has been chosen by renowned journalists from the marketing and communications fraternity across the world.

     

    Leo Burnett India is the only agency in the APAC region to win at these Awards. The work for OLX bagged the Gold under the ‘Native Advertising’ category, while Bajaj V’s campaign won for ‘Films & Series’. The wins have even played their part in helping Leo Burnett secure the coveted ‘Network of the Year’ title this year.

     

    The Epica Awards were established in 1987, and is the only award that is judged by marketing and communications specialist journalists from over 60 publications, including magazines and websites, globally. The prize attracts entries from over 70 countries, each year.  The ceremony was held in Amsterdam on November 17, 2016.

     

    Excited about the wins, RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “The work for OLX and Bajaj is extremely close to our hearts. When we realised that OLX is the no. 1 marketplace for used goods in India and Pakistan, we saw an opportunity to help people reunite with their priceless pre-Partition belongings and memories. We received thousands of stories from both sides in no time. OLX India and Pakistan, along with Leo Burnett’s India and Pakistan offices, immediately got to work to tell these stories and make this happen. The result is for all of us to see.”

     

    “The work for Bajaj V was always a winner in our opinion, since the idea is so strong at its core. We documented history in four phases; spoke to war veterans and proud naval heroes of the INS Vikrant, and got them to relive their pride and sacrifices to us. The purposefulness and truth of both campaigns fit seamlessly with our HumanKind philosophy, and I am extremely happy that this work has brought in the accolades it deserves.”

     

  • He will report to RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia

    Arjuna Gaur joins Leo Burnett as Executive Creative Director

    By A Correspondent

     

    Arjuna Gaur

    Leo Burnett India has brought on board Arjuna Gaur as Executive Creative Director. In his new mandate, Arjuna will be based out of the New Delhi office and lead the creative function of the North operations. He will report to RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia. Gaur joins the agency from M&C Saatchi Kuala Lumpur.

     

    Welcoming Gaur on board, Das said: “I have met a multitude of creative people in my career, but Arjuna is one of those few people who personifies ‘creativity’. We have worked together for seven-eight years at BBDO India, and I love the energy he brings to the table. I love that he is a geek, I love that he understands human behaviour, applies it to his craft, and makes the ad-meet-the-tech-meet-the-idea. And most of what he knows is self-taught. He is truly an all-rounder, and I am happy to have him on board the Leo Burnett ship.”

     

  • New campaign captures how McDonald's has been an intrinsic part of consumers' lives in the last two decades

    McDonald’s unveils a thematic brand campaign on eve of completing 20 years

    By A Correspondent

     

    McDonald’s is celebrating its 20th year in India. To commemorate the occasion, the brand is all set to celebrate the milestone in style with the launch of a thematic brand campaign called, ‘A lot has changed. Nothing has changed’. The campaign focuses on the brand by chronicling a lifecycle of a couple with McDonald’s over the years in India through this TVC. The new TVC will take viewers through McDonald’s journey in the emerging QSR industry established in 1996 in India and how it has transitioned to stay relevant with its presence of over 400+ restaurants across India.

     

    Speaking on the campaign, Kedar Teny, Director Marketing and Digital, McDonald’s said: “We are extremely excited and proud as we celebrate the completion of our 20 years landmark in India. McDonald’s through its marketing communication has always strived to create differentiation and strike a chord with its ever evolving consumers and their needs. While creating the ‘A lot has changed. Nothing has changed’ brand campaign, we were inspired by real-life experiences between a beautiful and steady relationship, there are some things that haven’t changed when it comes to McDonald’s and its consumers. The fight over the last fries, the feeling of mayo oozing out of the burger while taking a bite, the ‘softy’ moustache, taking pictures with Ronald McDonald, both, as a child and as an adult – some moments remain the same no matter what. The campaign takes this same paradoxical proposition forward, through the story of a couple, who have seen some of their most important life-changing moments at McDonald’s.”

     

    The campaign is conceptualised by Leo Burnett India and the film is directed by Ram Madhvani of Equinox Films. Speaking about the ad, RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “It has been sheer joy partnering with an iconic brand like McDonald’s for over half its journey in the country. While executing the campaign, we tried recreating the details from the past 20 years for the story to come alive – right from the staff’s uniforms, the events that happened around the time, the whole hog. With Ram’s impeccable direction, I think this is film-making at its best.”

     

  • The film aims to inspire people to cherish India’s rich and glorious history and feel a sense of pride every single day of the year

    Bajaj V calls for Indians to celebrate National pride every day

    By A Correspondent

     

    Bajaj Auto has released a new brand film for V – the bike that contains the metal of legendary warship INS Vikrant. The film raises an important question about why national pride is restricted to select occasions of national significance like Independence Day or Republic Day, and forgotten the very next morning. Also, the new film features the fresh Navy Blue colour of Bajaj V introduced through the new campaign.

     

    The film aims to inspire people to cherish India’s rich and glorious history and feel a sense of pride every single day of the year. The story is narrated from the point of view of a real-life war hero. Rear Admiral S. K. Gupta, a Mahavir Chakra awardee, who served aboard the INS Vikrant in the 1971 war, features in the film and talks about how the Bajaj V now allows us to experience our pride every day.

     

    Said Sumeet Narang, Vice-President, Marketing, Motorcycles, Bajaj Auto: “With the V, we are not just selling motorcycles but celebrating the pride of the nation. Consumers are also playing back this feeling of pride. The new campaign takes the proposition forward and talks about how the V helps you experience pride every day, and not just on select occasions of national significance.”

     

    Added Rajdeepak Das, Chief Creative Officer, Leo Burnett: “We believed, with the metal of INS Vikrant, the V was perfectly suited to express this pride on an everyday basis. And this formed the core to our thinking for this film.” The film has been directed by Prakash Varma of Nirvana Films.

     

  • What emerged as an idea was to create an act that would call for some fresh thinking not just in the deodorant category, but in our daily lives and the way we look at women

    He Deodorants & Orchard team up in campaign

    By A Correspondent

     

    Advertising today is heavily dependent on sexy women, provocative messaging and outlandish claims of increasing desirability for the opposite sex. The deodorant category in particular has seen many such stereotypes, where brands compete to be the best chick magnet.

     

    HE Deodorants from the Emami Group bucks the trend with Orchard Advertising (part of the Leo Burnett Group India) as their partner. The agency’s work on International Men’s Day over the last couple of years has been hugely refreshing and entertaining.

     

    So when HE Deodorants was looking to launch a new variant, Orchard Advertising and the brand teams put their minds together to come up with something exciting and clutter breaking. What emerged as an idea was to create an act that would call for some fresh thinking not just in the deodorant category, but in our daily lives and the way we look at women.

     

    The agency thus devised a product idea and relied on strategic communication to champion the cause of “respect to women” in all walks of life. A polar opposite to everything the category at large propagates.

     

    The brand team at HE Deodorants was equally enthusiastic and brave enough to take the idea into an uncharted territory. Which was to create a product that embodies the smell of respect. And thus was born HE Respect.

     

    The thought behind the campaign was simple. Real men respect women. Because HE Respect is a perfect men’s product that stands up for women on all fronts.

     

    The campaign, which is designed around the central thought “Respect Women” features a TVC, supported by a series of digital films. The TVC outlines how women are made uncomfortable through small and big gestures on a daily basis. The work will also be rolled out across other traditional platforms. Hrithik Roshan and Vir Das are instrumental in supporting the cause in the campaign and the digital space.

     

    Harsha V Agarwal, Director, Emami Ltd, said, “We believe that there is a need to nurture a positive role model among men, who are able to accord respect to women. HE Respect seeks to honour and bring into light such men who believe in honouring women,”

     

    Talking about the campaign, RajDeepak Das, Chief Creative Officer, The Leo Burnett Group India, said,” HE Respect has been a passion project for us from the very beginning. We were clear that an important message needs adequate firepower and support to make a real difference. And we had fantastic partners in the HE brand team who believed in us enough to develop an entirely new product and then a powerful campaign that takes on well established industry practices head on.”

     

    Sharmine Panthaky, VP and Branch Head – Mumbai, Orchard Advertising, said, “With HE Deodorants as a brand we have been clear that there is no merit in falling prey to any of the usual tactics brands and categories employ to sell more stock. We are not interested in helping men attract more women. We would rather stand up for women across the world to give them due respect. This may seem counter intuitive in the category, but we are sure our effort to buck the trend will find support, and we will emerge as the first brand to have taken such a strong stand for women.”

     

    The campaign is currently live on digital platforms. Launched on 13th May, it has already garnered more than 100,000 views on Facebook. Clearly, it is an idea that has connected with people and instigated conversations.

     

    The teaser phase is supported by an activation where thousands of men were sent RESPECT T-shirts. They were requested to wear them and click selfies and post them on the brand’s Facebook page and Twitter handle to endorse the RESPECT philosophy

     

  • Conceptualised and executed by Leo Burnett #OLXMADAds is a unique platform which makes selling fun

    OLX launches #OLXMadAds

    By A Correspondent

     

    OLX has unveiled #OLXMADADs, a unique platform which enables users to sell their products in a fun way.

     

    #OLXMadAds is a one of its kind initiative by the brand as it promotes user-generated content in form of video ads. Sellers can now create their own video ads in seconds and tell the world about their products in an engaging way through 10 specially created characters that not only inform but also entertain. Thus bringing in a completely new dimension to selling, by making it fun.

     

    The agency has made sure that the entire process of making these MadAds is simple and convenient for users.  Just a few clicks and your version of MadAdis ready to sell your product.

     

    The 10 characters created by Leo Burnett are Astronaut Nasa Musa, YogaNandShri, Bomb Bomb Bole, Dr Threesome Awesome, Death of Elizabeth, Lallan Top, Law-D Lady, Mr. Bananas, AachooPichoo and Silly Lilly.

     

    Gaurav Mehta, Chief Marketing Officer, OLX South Asia, said, “The #OLXMadAds campaign extends our brand philosophy further. User generated content is core to the OLX platform and hence it is important for OLX to help our users generate high quality and engaging ads. We have evolved to the times when transactions become easier if the ad content is both functional and interesting. In our continued endeavour to assist users in selling faster, this campaign does a good job of educating users with a different perspective.”

     

    RajDeepak Das

    RajDeepak Das, Chief Creative Officer, Leo Burnett India, said, “OLX India, being India’s largest marketplace wanted to engage consumers in a unique way. In this age of content creation and sharing, with millions of videos being passed around each day through YouTube, WhatsApp, Facebook and other social networking sites, we wanted to provide OLX users a tool that not only simplifies selling but also makes it fun. Thus was born #OLXMadAds. The #OLXMadAds platform is a true demonstration of how we can use creativity and technology together to create magic for a brand.”