MxMIndia

Tag: RK Swamy BBDO

  • The film captures various people in prayer, in temples, at home, in meditation, in celebration

    RK Swamy BBDO executes campaign for Mangaldeep Agarbattis

    By A Correspondent

     

    Campaign Name – Mangaldeep- India in Prayer

    Client / Brand Name – ITC, Mangaldeep Agarbattis

    Creative Agency – RK Swamy BBDO, Chennai

     

    Brief: The film is a montage that captures the transformation of agitated prayer into a moment of quiet and serene divine connect. It opens with a babel of anxious prayers, which is silenced by the striking of a match that lights a Mangaldeep agarbatti. And the chant of the Universal Prayer or the Shanti Mantra or the Sarveshaam Mantra begins. The film captures various people in prayer, in temples, at home, in meditation, in celebration… all experiencing the silence and peace of the selfless Mangaldeep prayer.

     

    Research insights: In today’s India, there is an increasing lack of knowledge and confusion about what role religion and prayer should play in our lives. As we compete materially and deplete spiritually, we find ourselves struggling to reconcile our values with our daily ambitions. Our key insight centered around the fact that while agarbattis are all about the ritual of prayer, increasingly in this chaotic world of ours, prayer has become more of an automated, frantic, need-based ritual.

     

    “The response in our consumer research on the scratch was better than anything we expected. We knew we had a winner when we heard the inclusiveness and emotional connect that the scratch was bringing,” said Ambika Chandrasekar, VP, Research & Planning, RK Swamy BBDO, Chennai.

     

    Thought process: Since work began on brand Mangaldeep about a year ago, it witnessed growth in the shelves, but what it had to aim for was growth in mindspace. The task was to create communication that would help it stand out as a large and distinctive brand in a marketplace crowded with regional players. Communication that would also cut through the clutter and advertising noise.

     

    Differentiating factor about the ad: The powerful visual language, complemented with the stirring music track.

     

    Youtube link: https://www.youtube.com/watch?v=AYGpmjzNBSg

     

     

     

  • The TVC features many fun-filled situations using different kinds of crayons offered by Camel

    ‘Camel crayons se hoga fun’, says new campaign by RK Swamy BBDO

    By A Correspondent

     

    RK Swamy BBDO has unveiled a new campaign for Camlin Crayons. A rap based jingle supports the TVC story which showcases the many dimensions of art and craft made possible by varieties of Camel Crayons on offer. The TVC features many fun-filled situations using different kinds of crayons offered by Camel – Wax, Oil & Plastic. The ambience is real and natural, habituated by kids expressing themselves and giving wings to their imagination with Camel Crayons. The TVC captures a range of emotions that when put together translate to ‘fun and enjoyment’.

     

    Saumitra Prasad, Chief Marketing Officer (Kokuyo Camlin) said, “Being the pioneer and market leaders of crayons we are aiming at increasing the consumption of crayons amongst children. With the help of this TVC, Kokuyo Camlin maintains it core promise of bringing fun and enjoyment in the growing years of children. Kokuyo Camlin offers the widest range of crayons which has become a part of everyday life of children at school, home and everywhere and this is what the TVC seeks to communicate. It has complimented the brand philosophy of ‘Fun and Enjoyment’ as vividly as possible, as being portrayed in the advertisement.”

     

    Gautam Pandit Sr. Partner & Sr. Creative Director, R K SWAMY BBDO said, “We had this key insight that crayons are often the first means of expression for children, sometimes even before they learn to speak. When they use colours, children express better and imagine much more which is what we are trying to show with this campaign with the promise of ‘Camel crayons se hoga fun’.”

     

  • The win comes on the back of a hotly contested multi-agency pitch that was spread over a period of two months

    Magicbricks.com turns to RK Swamy BBDO for creative support

    By a correspondent

     

    Advertising agency RK Swamy BBDO has bagged the creative mandate for Magicbricks.com – the property portal from The Times Group. The win comes on the back of a hotly contested multi-agency pitch that was spread over a period of two months.

     

    Speaking about the win, Sunil Kukreti, Senior Partner, R K Swamy BBDO, said, “This is an interesting category with a huge canvas available for creativity. We will make the most of this opportunity by creating interesting clutter-breaking work for Magicbricks.”

     

    Magicbricks.com is India’s number one property portal with a host of specially developed features and tools to aid the users in taking the right decision; making it the most comprehensive platform in the category.

     

  • Pranvir Mann has joined Concept Communications as National Creative Director, with a mandate to focus on the group's businesses in the northern region

    Pranvir Mann joins Concept as NCD

    By A Correspondent

     

    Pranvir Mann, erstwhile Head of Creative at R K Swamy BBDO (Delhi) since 2004 has joined Concept Communications as National Creative Director, with a mandate to focus on the group’s businesses in the northern region.

     

    Sharing his vision for Concept, Mr Mann said, “Concept today is poised at a very important stage in its growth. While reinforcing its core strengths in corporate and financial advertising, it also seeks to enhance its brandbuilding and creative capabilities to meet the needs of other businesses. With substantial experience in the above areas, I see it as a perfect fit and a challenging opportunity.”

     

    In his advertising career of over 25 years, Mr Mann has helmed creative teams at Clarion Advertising, Mudra Communications and R K Swamy BBDO. A literature post graduate from Delhi University, he has shaped brand communication across categories from Consumer Durables and Personal Care Products to Automobiles, Banking and Telecom Services. His work has been applauded by National and International Award juries that include Creative Artisits Guild (CAG), A&M and AAAI among others.

     

  • R K Swamy BBDO was named 'Agency of the Year' at the Maddys awards show of the Ad Club Madras. The agency won four Gold, six Silver and five Bronze awards

    R K Swamy BBDO named Agency of the Year at Ad Club Madras’ Maddys

    By A Correspondent

     

    Navneet Virk

    On the back of winning 15 medals including four Gold, the most by any agency, R K Swamy BBDO was named ‘Agency of the Year’ at the Maddys awards show of the Ad Club Madras. The agency won four Gold, six Silver and five Bronze on work done for its leading clients. The awards were distributed on March 30, 2013 in Chennai.

     

    Navneet Virk, Senior Partner, R K Swamy BBDO, said, “We feel proud to win top honours across categories. We are fortunate to be associated with clients who appreciate our work and partner with us to consistently produce good work. Having the industry acknowledge and reward our work, is very gratifying.”

     

    R K Swamy BBDO won in the following categories:

    TV Product Category: Silver for Snickers; Bronze for ETA – Vestar A/C

    Events: Silver for Pedigree

    Rural: Gold for TAFE TV Commercial; Silver for TAFE TV Commercial.

    Public Service/Social Cause: 2 Bronze for Pedigree

    Digital: Bronze for R K Swamy BBDO 2013 New Year Greeting Jingle

    Print Service: Bronze for WeR4 pets.com

    Posters: 3 Gold for Moods Condoms and 3 Silver for Moods Lubes

     

    The jury of the Maddys comprised KV Sridhar of Leo Burnett, Ramakrishna Desiraju of Cartwheels and Pavan Padaki of Brand-comm.

     

  • IAA India chapter President Srinivasan K Swamy on the IAA Leadership Awards will be different from the Impact Person of the Year and the attempts to keep the selection process transparent

    Jaldi 5 with Srinivasan K Swamy: IAA awards will recognize successful marketers, agency and media professionals

    The International Advertising Association’s India chapter announced the IAA Leadership Awards yesterday (Monday, December 17). The objective of the awards is to recognize individuals in the fields of marketing, advertising and media, who have made enormous professional contributions and delivered business success to their companies. The inaugural awards are to be held in February 2013 with I&B Minister Manish Tewari as Chief Guest.

     

    In an interview with MxMIndia, Srinivasan K Swamy, President of International Advertising Association and CMD, RK Swamy BBDO, spoke on the awards, the intent behind them and how they will be different from the others.

     

    01. Personality awards always get ‘political’. Why did the IAA get into this activity?

    Company or Brand Awards do not recognize adequately  individual’s contribution. If the process is transparent, which is what we will ensure through Nielsen research team and audit by Ernst & Young of that, we believe we can avoid all controversies. The IAA membership comprises individuals from advertisers, advertising agencies and the media. It is therefore most appropriate that IAA honours individuals from these related fields in a common platform.

     

    02. How will you ensure that every one from amongst the fraternity participates in the voting?

    There can be no guarantee that everyone will vote. But efforts will be on to ensure that many votes will be gathered to ascertain the true winner in the chosen category.

     

    03. In many ways, the award appears to be quite like the Impact Person of the Year award, run by the exchange4media group. The selection process is similar. They had AC Nielsen earlier and now IMRB. You have Nielsen. IAA of course has E&Y to audit and validate the process. Your comments?

    The Impact Person of the Year chooses only one individual. We will have many CMO winners from various marketing categories, best advertiser CEO, best creative agency CEO, best media agency CEO, best news anchor, best news editor etc. We believe there has been no attempt so far to bring so many successful marketers, agency personnel and media people together and applaud their outstanding contribution.

     

    04.  Will there be a ‘lifetime achievement award’ too?

    There will be a Lifetime Achievement Award. More on that on the awards night!

     

    The AAAI used to have one, but it appears to have discontinued…?

    AAAI has not discontinued it.

     

    05. On a lighter note, why did you award Nielsen and not Hansa for the initial research process?

    Isn’t it obvious?  Why create an impression of conflict of interest?

     

  • Srinivasan K Swamy, popularly known as Sundar Swamy, Chairman RK SWAMY BBDO was unanimously elected President of the India Chapter of the International Advertising Association (IAA) for the year 2012-13

    Sundar Swamy is President, IAA India chapter

    By A Correspondent

     

    Srinivasan K Swamy

    Srinivasan K Swamy, popularly known as Sundar Swamy, Chairman RK SWAMY BBDO was unanimously elected President of the India Chapter of the International Advertising Association (IAA) for the year 2012-13 at the annual general meeting on November 2. An industry veteran, Mr Swamy was till recently the Chairman of Confederation of Asian Advertising Agency Associations. He was also past president of Advertising Agencies Association of India for three years between 2004 and 2007. Kaushik Roy, President, Brand Strategy and Marketing Communications, Reliance Industries, who was IAA President for the last couple of years.

     

    Mr Swamy said, “In today’s global economy, associations like the IAA play a pivotal role in building cross- cultural bridges, and in ensuring a seamless transition of ideas and interests across the world”.

     

    He added that since the IAA represented marketers, agencies and the media it had a very important role to play in developing the communication industry in the country and across the globe.

     

    Mr Swamy said that apart from the Olive Crown awards and the other regular activities that the IAA conducts, he would make a concerted effort to spread the activities of the India Chapter to different parts of the country. Another thrust area would be to get mid-sized agencies and media houses to get further involved in the activities of the IAA so that they could benefit from the involvement and participation.

     

    Kunal Lalani of Crayons Advertising was elected Vice President, Monica Tata from Turner as Hon. Secretary and Jaideep Gandhi of Jaya Advertising was elected Hon. Treasurer. The Managing Committee members elected are Avinash Pandey, M.G.Parameswaran, Neeraj Roy, Raj Nayak and Sam Balsara and the new Committee also co-opted Ramesh Narayan, Shreyams Kumar, Arunabh Das Shrama, Abhisek Karnani, Manish Advani and Neville Taraporewala as its members.

     

  • After calling for a multi agency pitch, Red FM has decided to bring Yang Saints and Warriors on board as their creative partner.

    Yang Saints and Warriors to sing creative tunes for Red FM

    By Shubhangi Mehta

     

    Yang Saints and Warriors will be henceforth handling the creative mandates for Red FM. The win comes after a multi agency pitch that Red FM had called for a couple of months back.

     

    Though no confirmation from Red FM could be obtained at the time of filing the report, sources close to the development have confirmed the news to MxMIndia.

     

    The agencies participating in the pitch include names like Lowe Lintas, DDB Mudra, Scarecrow Communications, Law &Kenneth and others.

     

    The incumbent agency on the account is Ogilvy & Mather, who have been handling their creative mandates for the past five years. Even the marketing spends could not be ascertained at the time of filing the report.

     

    Red FM is a property of Sun TV Network, India’s largest television network which has 20 TV channels, 45 FM radio stations, two daily newspapers and four magazines in several Indian languages.

     

     

  • RK Swamy Hansa Group is being called upon to provide TAFE all ATL (Creative, Rural Marketing and Media), BTL (Promotions, Events and Activation) and CRM & Analytics services

    RK Swamy Hansa wins mandate for TAFE

    By A Correspondent

     

    The RK Swamy Hansa Group has won the mandate for Tractors and Farm Equipment Ltd. (TAFE Ltd). The pitch presentations spread across the last few months were from eight National and Regional agencies over several rounds of Credentials, Strategy, Creative, Media, Events, CRM and Analytics.

     

    The decision was initially narrowed down to RK Swamy Hansa Group, Lowe and JWT and then to a 2-way encounter between JWT and RK Swamy Hansa. This win is significant since the RK Swamy Hansa Group is being called upon to provide TAFE all ATL (Creative, Rural Marketing and Media), BTL (Promotions, Events and Activation) and CRM & Analytics services.

     

    VV Vijay Gopal, President (South & East), RK Swamy BBDO, said: “The collective expertise and deep insights that various entities of the RK Swamy Hansa bring is what enabled this win. Our task will be to enhance the equity the client has and deliver a unique customer experience.”

     

    As part of this mandate, RK Swamy BBDO Creative, Hansa Customer Equity (Hansa Cequity), RK Swamy Media Group, Social^Rural Direction and Hansa Events & Activation will come together to offer specific services. Hansa Cequity and Social^Rural Direction, the specialist division of RK Swamy BBDO were critical partners with the Creative Agency during the pitch stage. Social^Rural Direction, with its strong understanding of the rural market and strong network, will develop strategy as well as implement the rural marketing programs and events for TAFE across different states. Hansa Cequity with provide focused CRM & Analytics programs to enhance pre-sales and post-sales experience. It will also leverage the power of data, analytics & insight-driven campaigns to every customer interaction.

     

    RK Swamy BBDO will orchestrate the entire exercise of building the brand – Massey Ferguson. The agency will be the single point contact to the client.  While the Agency’s main focus will be on Strategy Planning and Creative execution for both ATL and BTL requirements, it would also ensure that all the divisions work in unison with the brand strategy to create the synergy for the brand.

     

    The RK Swamy Media Group is entrusted with all media planning and buying work.

     

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

    AdStrat: Mercedes Benz – Pillows

    Ambareesh Chakraborty, Creative Director, RK Swamy BBDO

     

    1. Name of the Campaign: Pillows

     

    2. Research insights: Pillows

    Sleep can suddenly steal upon anyone while driving. We wanted to dramatise its stealthy appearance through the analogy of the pillows and drive home the fact that the New Attention Assist on the Mercedes Benz will detect any such tendency to sleep and prompt the driver to take a break, an important and thoughtful feature from a brand that has pioneered most of the safety features extant in the automotive world today.

     

    3. The Brief:

    The task was to make potential customers realize that even though sleep can strike at any time and without warning while driving; the Attention Assist Feature on Mercedes Benz E-Class cars has been designed to tackle just this.

     

    4. The thought process behind the creative:

    Make potential customers realize the stealthy nature of sleep. This was done through the sudden conversion of the road marks into pillows. Let the visual cue the problem and have the copy simply state the solution.

     

    5. Media vehicles chosen: Print

     

    6. Key issues kept in mind while executing the ad:

    It should look premium, and be noticeably different in the way it delivers the message. It should be understated in tone, in keeping with the image of the brand.

     

    7. Does the treatment do justice to the brief:

    Yes, it deals with the problem in a different way. The restrained tone of voice of the Mercedes Benz brand has been maintained. The look is premium and is capable of intriguing a reader.

     

    8. What according to you is the differentiating factor about the ad:

    It is simple, yet unusual. It does not have a crash scene, or a man drooling off to sleep, or a shiny car in it, and yet the tone of the ad is Mercedes Benz.

     

    9. Market and client feedback: Not yet available.

     

    AdStrat appears every Monday. Compiled by Shubhangi Mehta.

     

  • RK Swamy BBDO, known for its insightful work, calls the bathroom "Apna sa Kona" (your very own space) in this new campaign

    RK Swamy BBDO relaunches Parryware with unique insight

    By A Correspondent

     

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

    As part of its brand relaunch mandate, RK Swamy BBDO has created a refreshingly new campaign for sanitary brand Parryware.

     

    RK Swamy BBDO, known for its insightful work, calls the bathroom “Apna sa Kona” (your very own space) in this new campaign. This insight is based on special moments which one spends in a bathroom.

     

    Sunil Kukreti, Senior Partner, RK Swamy BBDO, New Delhi, said: “The insight of the campaign is that the bathroom is one place in the house where you can be yourself. You might cry, dance or just ponder in this one space, which is truly yours. The ‘Apna sa Kona’ campaign is created around this.”

     

    The current campaign comprises of Print and TV.

     

    Parryware with a brand heritage of nearly 60 years is now part of the Spanish Roca Group.

     

  • Red FM has called for a creative pitch. Industry sources close to the development have confirmed the news to MxMIndia

    Red FM invites agencies to handle creative

    By Shubhangi Mehta

     

    The radio channel 93.5 Red FM has called for a creative pitch. The pitch is at a very initial stage as of now. The agencies participating in the pitch include names like Lowe Lintas, RK Swamy BBDO, Law &Kenneth and others. Though no confirmation from Red FM could be obtained at the time of filing the report, sources close to the development have confirmed the news to MxMIndia.

     

    The incumbent agency on the account is Ogilvy & Mather, who have been handling their creative mandates for the past five years. Even the marketing spends could not be ascertained at the time of filing the report.

     

    Red FM is a property of Sun TV Network, India’s largest television network which has 20 TV channels, 45 FM radio stations, two daily newspapers and four magazines in several Indian languages.