MxMIndia

Tag: Russell Barrett

  • The campaign supersedes Channel V’s latest rebranding initiative to become a 24-hour all-music channel, with curated content

    BBH showcases how Channel V is shallowest place on TV

    By A Correspondent

     

    BBH has released its latest campaign for Channel V India. The campaign supersedes Channel V’s latest rebranding initiative to become a 24-hour all-music channel, with curated content. Delivering an unparalleled visual experience is Channel V’s sole focus point. Hence the programming has been designed to ensure only good-looking music videos with minimal graphics makes it to the viewer’s screens.

     

    To highlight the channel’s proposition, BBH India came up with the risqué positioning: “Channel V. The Shallowest Place on TV”.

     

    Speaking about the campaign, Russell Barrett, Managing Partner and Chief Creative Officer at BBH India, said “Channel V said they were going back to their fairly irreverent roots. They were going back to being a music channel, but a music channel with a point of view. They would only play great looking videos. Have a great song but a shitty video? So sorry try the next channel please. We all thought that was such a refreshing thing to say. The creative team, Sapna and Yohan pushed that promise a little laterally and came up with ‘The shallowest place on TV’. That is such a rich, extendable thought and now we only had one more thing to do; have a blast cracking ideas. We wanted people to say damn, did they just say that? There aren’t many brands in the world that can do that, but Channel V can.”

     

    Added Arvind Krishnan, Managing Director, BBH India: “Good music that looks good is a great proposition. Add a touch of irreverence to that and you get the shallowest place on TV. We had great fun collaborating with the folks at Channel V. The work is a reflection of that fun we had.”

     

  • BBH creates hilarious microfilms to get people to renew their insurance on Coverfox

    Coverfox takes the online route in latest campaign launch

    By A Correspondent

     

    Coverfox, India’s leading online insurance portal launched humorous microfilms to get people to renew their insurance. The campaign created by BBH India is a digital innovation on Youtube, consisting of 10 videos of 6.5 seconds.

     

    Despite receiving email reminders from insurance companies, car insurance customers often forget to renew their insurance on time, and end up paying fines. While most insurance companies send out generic email reminders, Coverfox decided to create entertaining reminders that they can’t possibly ignore, by taking over just the things they watch on the internet. Using Youtube’s retargeting platform, the campaign specifically tracks down people who visited Coverfox, but didn’t get around to renewing their insurance, and then takes over their internet experience.

     

    The Youtube pre-roll films feature a Coverfox employee vowing to place reminders all over the internet, to help customers catch their deadline. The reminders then show up in popular videos all through the week, every time the customer visits YouTube.

     

    Jaimit Doshi

    Jaimit Doshi, the CMO of Coverfox.com says, “Consumers are exposed to a myriad of communication messages everyday and Insurance as a sector is no different. Thus the task was to ensure we reach out to our audience in an innovative way that results in action. In true Coverfox style, we thought, why not make it a bit fun. With BBH’s expertise we put together these crisp films that are entertaining yet drive the message home and chose Youtube, as a medium because that’s where people go for fun and light browsing”

     

     

    Russell Barrett

    Speaking about the campaign, Russell Barrett, Managing Partner and Chief Creative Officer at BBH India, “We’ve all suffered a retargeting campaign at some point of our time on the internet. Big Data helps companies know what you’re doing and where you go. But how you use data can be the difference between irritation and engagement. I believe the brilliant teams at BBH and Coverfox have managed to pull off an incredibly smart, surprising and modern campaign here.”

     

    Retargeting is one of the most popular ways of heightening engagement with audiences and pushing them further down the sales funnel. The new Coverfox campaign has taken it a notch higher. It shows a brand telling a story through a sequence of video ads with the intensity of the message increasing throughout. Also by making the ads crisp within 6.5 secs, the films tackle the problem of the infamous Youtube ‘skip’ button, so 100 per cent of the message is absorbed by the viewer before they even have a chance to skip.

     

  • The three TVCs break the stereotypes of financial advertising with crisp messaging and witty take on quick and convenient way of renewing insurance through the portal

    Coverfox.com unveils campaign focussing on car insurance

    By A Correspondent

     

    Coverfox.com has launched its second car insurance campaign that comprises a set of three new TVCs that are quirky and tongue-in-cheek.

     

    Coverfox.com is an advocate of making the insurance-buying and managing process hassle free and quick for its users. TheseTVCs employ humour to establish the need for insurance in our daily lives and the ease and swiftness with which Coverfox.com helps them do it. True to its promise of changing the language and conversation around insurance, these ads are fun and humorous and are told in a tight 15 second format. The advertisement encourages people to renew their car insurance in a quick, convenient and easy way to outfox unforeseen risks in life which are unavoidable. The TVCs have been conceptualized by BBH Mumbai and go on air on 17 January, 2016 on national channels such as Discovery, History TV18, Colors HD amongst others.

     

    With these TVCs, Coverfox.com is trying to address one of the major problems in the country i.e. procrastination in insurance renewals, especially in car insurance. Though it is mandatory, people are still reluctant to renew it in time. The advertisement reinforces the importance of renewing a car insurance as emergencies can derail you anytime, anywhere. The campaign reinforces the Coverfox.com ethos: taking measured risks to keep ahead in life.

     

    VarunDua, CEO, Coverfox.com says, “We at Coverfox.com are constantly striving to make the entire experience of buying insurance easy, swift and convenient. We wanted to convey that in our TVCs. Insurance advertising is synonymous with serious conversations, and we realise that consumers are tired of the melodrama in such commercials. To us, it is important that we cut-through the emotional baggage and employ humor and wit, in an industry perceived to be boring. In BBH, we’ve found experts who understand this well and help develop our messaging on point to this mandate”. He further said, “The new TVCs have been developed to sensitize the viewers about the importance of renewing car insurance in a quirky, fun way. The underlying core messaging is to be fearless with the right insurance in your bag.  As a brand, we are striving to ensure that people are always prepared to do more with their life and live beyond risk.”

     

    Russell Barrett, Chief Creative Officer and Managing Partner, BBH said, “It is great to work as Coverfox.com’s partner in shaping its brand personality. It has been rather quick in distancing itself from its competitors. Both with its product as well as its advertising. When the world is busy with extremely long format stories, it’s great fun to make sharp, memorable and funny 15 second ads. We all enjoy working with Coverfox and it shows in the output we’re able to deliver for them, time and again.”

     

  • The TVC will be surrounded by digital, outdoor and print across the country

    Philips and BBH make every breath matter

    By A Correspondent

     

    While air pollution is a major topic of conversation, no one talks about the problem of indoor air-pollution, which in India, is worse than outdoor pollution. Every breath of this polluted air can lead to bigger problems. The Philips Air purifier helps clean the air you breathe in your home because every breath matters. The film conceptualized by BBH India and Directed by Parikshit Vaidya of Gulliver Motion Pictures, aims to deliver this message in a warm and delightful manner.

     

    Said Jayati Singh – Business Head, Air and Health & Wellness, Philips India, “As one of the pioneers in introducing air purifiers to the Indian market, we at Philips have taken the initiative to raise awareness about indoor air pollution and its threats. This simple and catchy campaign is designed to bring to notice the hidden or unnoticeable pollutants at home which, if not addressed in a timely manner, could impact our wellbeing. The idea was to communicate this without scaring people yet call out the problem and its solution in a simple identifiable manner.”

     

    Said Russell Barrett, Managing Partner and Chief Creative Officer, BBH India, “We’ve all had a fantastic experience while working on this campaign. What we needed to communicate was quite clear, but since it was our first project for Philips, it was equally important that we tell stories that fit with the brand that Philips is; an open, positive, charming brand with a belief that technology exists specifically to make life better. So now we only needed to tell a charming, sweet, human story in as simple and entertaining a way as possible. I’m happy to say that, with the help of a really bright director (Parikshit Vaidya) and an incredibly involved and supportive client, we managed to do just that.”

     

    The TVC will be surrounded by digital, outdoor and print across the country.

     

  • The campaign is a witty take on those unsung heroes who shaped the world as we know it

    VAT 69 gaming portal unveils ‘Be One in a 100’ campaign

    By A Correspondent

     

    Diageo India’s renowned brand Vat69 has announced the launch of its new campaign ‘Be One in a 100’ for its gaming portal Vat69.in. The campaign brings alive Vat69’s brand philosophy “Exhorting men to succeed by doing things differently” in an innovative manner.

     

    Taking a unique stance, the Vat69 gaming portal TVC salutes those distinctive people who found their ‘Eureka’ moment from an unnoticed or a missed opportunity. It represents that genius who is proficient enough to innovate rather than invent!

     

    The campaign will begin with two TVCs that will be launched in succession this week. The first pays respect to the one great mind that discovers the use of an elastic band for a bowtie while other men get tied up in knots. The second TVC is a tribute to that one man who invented a pointy stone for fishing while other men kept failing with flat stones. His wit helped him resolve the issue of fishing by simply thinking differently.

     

    Commenting on the launch of this innovative campaign, Bhavesh Somaya, Marketing & Innovation Director, Diageo India mentioned, “The new brand campaign- ‘Be one in a hundred’, for the gaming portal Vat69.in is an ode to those unsung heroes who shaped the world as we know it. In true Vat69 style, the set of humorous yet witty commercials depict that competitive spirit combined with simplicity and intelligence provide the best solutions. Through our narratives we have reimagined historic events that lead to moments of ingenuity. The TVC’s promise to be captivating and witty taking the audience back in time.”

     

    Russell Barrett, Chief Creative Officer mentioned, “With this campaign, we decided to celebrate the greatest uncommon men of history. We chose men who decided to stand out, to rise above the rest and who broke away from the herd. Vat 69.in the gaming portal will be the champion of these quiet heroes and pay homage to these men in an ironic and witty way. Our ideas will continuously celebrate that one man in a 100 who was brave and brilliant.”

     

  • Vespa India has appointed BBH India as its creative partner

    Vespa India to ride on BBH creativity

    BBH has won the advertising account for the iconic scooter brand Vespa.  As a part of the global alignment, BBH India has been tasked with the development of communication for the brand to position it as a lifestyle product in the Indian market.

     

    On choosing BBH India as creative partner, Krishna MV, AVP Marketing, Piaggio (Vespa) said “Vespa is an iconic brand and is more statement of personality than a mode of transport. The brand requires strategic thought that’s different from traditional automobile category thinking. We have got BBH on board globally and in India to provide just that.”

     

    Said Subhash Kamath, CEO and Managing Partner, BBH India: “Vespa is a very cool and very stylish brand, we’re thrilled to partner them in India. BBH has always been known for creating ideas that travel across the globe to different markets and cultures. For Vespa too, we’re looking forward to making the global brand idea resonate with Indian consumers through some pathbreaking work.”

     

    Added Russell Barrett, CCO and Managing Partner BBH, “Vespa is a legendary brand that’s somuch more than a scooter. It’s a state of mind. What’s even more exciting, is the kind of modern, cool work we havebeen tasked to create for Vespa.”

     

  • India produces digital radio spots to promote The Skoda Rapid Leisure and then converts them to digital to reach a wider audience

    BBH converts radio spots to digital content for Skoda

    By A Correspondent

     

    How do you ensure that a great idea travels far and gets noticed?

     

    BBH India created a series of radio spots to launch the limited edition Skoda Rapid Leisure which comes loaded with a host of features including a rear view parking camera.The spots were received well on radio, but the agency wanted to reach a wider audience. They realised that nobody (outside of advertising) ever shares a radio spot online. The challenge was to convert the audio spots into visually interesting digital content.

     

    Said Russell Barrett, CCO and Managing Partner of BBH India: “It’s clear that to reach a wider audience, your idea needs to be media agnostic. A genuine idea should cut across languages, cultures and media as well. Thankfully with Skoda, we have clients (Kamal Basu and his team) who believe in the same philosophy. They agreed that a video rendition of an audio idea was an exciting, new way to approach communication in today’s age. We also lucked out with the talent we could tap in to at BBH with the likes of Manish Darji, Yohan Daver, Sushma Joseph, Hitesh Kalia and the rest of the team on Skoda. I’m actually really excited about the implications of this kind of project. It’s clear that low budget need not mean low quality.”

     

    Credits:

    Chief Creative Officer: Russell Barrett

    Executive Creative Director: PuneetKapoor

    Director: Sushma Joseph

    Creative Director Art and Illustrator: Manish Darji

    Copywriter: YohanDaver

    Agency Executive Producer: Hitesh Kalia&Sushma Joseph

    Account Director: Anirban Mukherjee

    Account Manager: SuraviPradhan

    Account Planner: Kanishk Kabiraj

  • DSP BlackRock Mutual Fund has brought on board BBH India to handle its creative mandate

    BBH India wins DSP Blackrock Mutual Fund

    By A Correspondent

     

    DSP BlackRock Mutual Fund has appointed BBH India to handle its creative mandate. The pitch was called for in June 2013 and involved six other agencies:  JWT, McCann, TBWA, Publicis, Ogilvy and Saints & Warriors.  BBH India will now be solely in-charge of developing the brand architecture and the brand positioning with DSP BlackRock, rolling out of the engagement modules across traditional and new age platforms that are consumer and distributor focused.

     

    On the win Aditi Kothari, Executive Vice President and Marketing Head at DSP BlackRock Mutual Fund said, “We believe that marketing can no longer remain a support function in the financial services world. It can truly bring differentiation and deliver business impact in the new world, if done the right way. BlackRock had recognized this last year and hence brought in a strong focus to build the brand globally. We at DSP BlackRock also understand this well and recognized the need to position ourselves the right way to the new, emerging India. Our pitch process was tough, since we knew that our new creative agencywill play an important role in laying down the foundation of a strong communication strategy. We are confident of achieving our objectives with our new partner BBH India”

     

    Subhash Kamath

    On the win, Subhash Kamath, CEO and Managing Partner BBH said, “We are absolutely delighted that DSP BlackRock has awarded us the account, it was a great pitch to win. In today’s economic situation, proper investment planning is becoming crucial for everyone and we are looking forward to partnering DSP BlackRock in meeting these challenges.”

     

    Russell Barrett, CCO and Managing Partner BBH said on the pitch: “All of us here at BBH had an absolute blast working on this pitch. That we had so much fun working on it, reflected in the work presented at the pitch itself. There’s nothing more satisfying than that. Now, we need to translate this win into great, creative, market moving work.”

     

    On the win Sanjay Sharma, Head Planning said, “Financial services communication is a sea of sameness. Despite a challenging regulatory framework we feel there is a definite opportunity to introduce new ideas, new conversations that capture people’s imagination and make them see the category differently. We are delighted to partner DSP BlackRock.”

     

  • Mr Krishnan comes back to BBH India after a stint at BBH London. He will report to Subhash Kamath

    Arvind Krishnan to be MD, BBH India

    By A Correspondent

     

    Arvind Krishnan

    BBH India has announced a new addition to their leadership structure by bringing in Arvind Krishnan as managing director. Mr Krishnan comes back to BBH India after a stint at BBH London where he was Team Director, managing a diverse portfolio of Unilever, Diageo and other brands.

     

    Mr Krishnan will join the team of Subhash Kamath, CEO & Managing Partner, and Russell Barrett, CCO & Managing Partner, along with Sanjay Sharma, Head of Planning, Puneet Kapoor, Executive Creative Director and Rishit Mehta, Finance Director, to form the core leadership team at BBH India. He will report into Mr Kamath.

     

    Said Mr Subhash Kamath, “Russell and I are delighted that Arvind will be returning to us. He was one of our first recruits at BBH India and has been an outstanding star in the company. He brings a huge amount of drive and passion to the team here, combined with the valuable experience he’s gained during his tenure at BBH London. We have no doubt that both our people and our clients will benefit greatly from his leadership.”

     

    Said Gwyn Jones, Global CEO at the Publicis Groupe-owned BBH, “Arvind has done an excellent job for the agency and its clients in Mumbai and London. It is great for us to be able to grow management from within and also develop talent for the future by moving from office to office like this.”

     

    Said Mr Krishnan, “It’s great to be back. It’s been a fantastic experience working on global brands and helping them navigate through different markets. It has taught me the value of simplicity. Simplicity, that allows ideas to stretch and flex across geographies. The opportunity to apply this and create market-moving work at home is exciting and I’m thrilled at the prospect of working with the team in Mumbai again.”