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Tag: Sachin Das Burma

  • The anthem, titled 'AaoShorMachao', spreads awareness about the T20 World Cup for the Blind

    Leo Burnett India’s Sachin Das Burma creates anthem for T20 World Cup for the Blind

    By A Correspondent

     

    Sachin Das Burma

    Leo Burnett India’s Sachin Das Burma, has created a new anthem for the 2017 edition of the T20 World Cup for the Blind. Burma is the Group Executive Creative Director with the agency and has independently taken up the task of creating the campaign. The tournament, that began on January 30, 2017, is in its second year, with India having won the inaugural edition last year. Eight other nations apart from India are participating in 2017, including Pakistan, England, New Zealand and Australia.

     

    The anthem, titled ‘AaoShorMachao’, spreads awareness about the T20 World Cup for the Blind. Apart from Burma, SavitaHiremath of Tandav Films has co-created the campaign, while Shiladitya Moulik has directed the film. The anthem has gone viral over the last week, and even caught Prime Minister Narendra Modi’s attention! The PMO’s Office tweeted the anthem out at the start of the tournament, adding mileage to the popularity of the anthem.

     

    Speaking about the new campaign, Burma said, “The entire campaign happened in a discussion about what we can do to promote the 2nd edition of the t20 world cup for the blind. Though India was the champion team of the 1st edition, there was very little awareness about it. We felt it is time that the other man in blue also getshis much deserved place under the sun.”

     

    For Burma, the idea of doing his bit for the cause of promoting the tournament made him take it up independently, with Hiremath. He feels that as a creative, this is one way to do his bit. “The huge task that we set to achieve in terms of creating something that will touch the hearts of people, and at the same time, not doing something that begs for support, was the biggest challenge,” he said.

     

    The tournament, so far, has seen top Indian cricketers including Virat Kohli being very vocal about their support.

     

    Said SavitaHiremath, “The T20 World Cup for the Blind is not very popular among those who love the cricket. However, the new campaign has already done its bit to change this mindset. Roping in top cricketers of the Indian team, the advertising fraternity came together to create a campaign that intends to generate interest and support for the cause.”

     

  • The actor plays protagonist in the new Thums Up campaign

    After Salman, Thums Up gets Ranveer Singh for a ‘Toofani’ act

    By A Correspondent

     

    Topselling cola Thums Up released its commercial starring actor Ranveer Singh, continuing with the ‘Toofani’ theme which had megastar Salman Khan as brand ambassador. The ‘Main Hum Bhi Hoon, Aur Khaas Bhi’ campaign is the second rendition of the creative expression – ‘Main Hoon Toofani’ which was launched early this year, notes a communiqué, adding: based on the idea of celebrating the ‘Khas’ in ‘Hum’, the campaign seeks to inspire its consumers to unleash their toofani or heroic spirit. It may be recalled in October this year, it was revealed that Salman Khan will no longer be endorsing Thums Up. Both Coca-Cola India, owners of the Thums Up brand, and Salman Khan had then issued a joint statement noting that since Salman Khan was committed to an existing relationship with a daily TV show, which this year happens to be sponsored by a brand that competes with the Coca-Cola India product portfolio In light of this, both parties have mutually decided not to renew their current contract.

     

    Launching the new Thums Up campaign, Debabrata Mukherjee, Vice President, Marketing, Coca-Cola India and South West Asia said, ‘Thums Up advertising is set apart by its energetic, fast-paced and stylishly rendered action. Ranveer Singh, with his palpable energy and inimitable style, will help amplify the aspirational quotient of the brand. Ranveer embodies the Thums Up philosophy in his personal life – an uncompromising attitude towards achieving one’s goals. We are confident that this partnership will work towards fulfilling the brand’s objectives.”

     

    The campaign has been conceptualised by Leo Burnett, led by National Creative Director Sachin Das Burma and has been launched through a film directed by acclaimed Hollywood director Simon West. West is known for his work in blockbusters like Con Air and Expendables 2.

     

    Commenting on the campaign, Burma, said: ‘It is a fact that nobody is born a Toofani, it is what you do in the face of adversity that makes you one! Real Toofani exists in everyone, it’s just that we need to recognize it and work towards achieving our goals. Following the brand’s philosophy of believing in oneself and inspiring people to unleash their true potential, the campaign focuses on the hero spirit that resides in every Thums Up drinker. It was a great learning experience working with someone of Simon’s caliber, as all the action sequences in the film are live and look nothing short of an action-packed rollercoaster ride.”

     

  • The 'Main Hoon Toofani' campaign seeks out the new generation that has the attitude, commitment and potential to bring out any positive change, notes a communiqué

    Thums Up brings back toofani thunder with Salman

    By A Correspondent

     

    Popular cola brand Thums Up has unveiled a new TVC-led campaign titled, ‘Main Hoon Toofani’ that is in line with its long-running creative message of adventure and machoness.

     

    The ‘Main Hoon Toofani’ campaign seeks out the new generation that has the attitude, commitment and potential to bring out any positive change, notes a communiqué. The TVC has been created by Leo Burnett, led by Sachin Das Burma. Commenting on the campaign, Burma said: ‘Thums Up has always been the drink of people who have a sense of restlessness and thunder within. Restlessness to get what they want, to go beyond, to achieve what they set their hearts and minds to. This year too, the campaign reflects the attitude of the brand, and the people who have made it the numero uno cola in our country. The narrative this year is to showcase ‘I will not settle for anything less’ and the no-compromise belief of the Thums Up drinker. This is where the ‘Main Hoon Toofani’ philosophy comes alive.”

     

    The new 360 degree campaign leverages mass media on OOH sites in the core markets of Thums Up. The campaign also leverages key social media platforms of Youtube, Facebook and Twitter.

     

  • Sachin joins from Draft FCB Ulka where he was Group Creative Director

    Leo Burnett appoints Sachin Das Burma as Group ECD

    By A Correspondent

     

    Sachin Das Burma
    Sachin Das Burma

    Leo Burnett India has appointed Sachin Das Burma as Group Executive Creative Director at its Delhi office.

     

    Sachin comes to the team having built his credentials across several marquee brands like Dabur, Nokia, Indian Airlines, Carrier, Hyundai, Pepsi, Mountain Dew, Slice, Iodex, Horlicks, Airtel, Hero Motors, MakeMyTrip, Snapdeal, HCL, Tata Salt, amongst others.

     

    Welcoming him on board, Samir Gangahar, President – North, Leo Burnett India, said, “We are delighted to welcome Sachin. With an impressive track-record of creating path-breaking integrated communication across categories and the hunger to do a lot more, I’m excited to see him craft ideas that impact consumer behaviour and solve business problems across our portfolio of brands.”

     

    RajDeepak Das

    RajDeepak Das Chief Creative officer, Leo Burnett India, added, “In Sachin we have found a leader who has the ability to keep things simple and connect every piece to a human truth. His ideology and working style is ideal to drive innovation and integration in the communication process. I’m sure Sachin’s inclusion will significantly enhance our capability of solving our clients’ problems by creating new age work based on strong consumer insights.”

     

    Sachin joins from Draft FCB Ulka where he was Group Creative Director. He has won many awards in national and international circuits including Goafest, New York Festival, Adfest, D&Ad, etc. He has also worked with Contract Advertising, Bates India and JWT.

     

  • Enables customers cancelling a trip, to reschedule it instead, at no extra cost

    FCB unveils ‘Uncancel’ for MakeMyTrip

    By A Correspondent

     

    MakeMyTrip has launched ‘Uncancel’, a first-of-its-kind feature that enables travellers to reschedule a trip with just a click, instead of cancelling it altogether.  In an added delight, the trip is re-booked at the original cost, making it a win-win for the customer.

     

    The feature was conceptualized by FCB Ulka to enhance the company’s reputation as a customer-focused brand. Research indicates that customers face significant disappointment and distress while cancelling their travel plans and facing the prospect of increased cost of re-booking at a later date. This is also a big deterrent from undertaking the trip again – a sentiment that cut across age groups.

     

    FCB Ulka hit on the idea of “Uncancel” to establish how MakeMyTrip understands and appreciates the emotions attached to a trip. This feature was launched through social-media activation (including influencer and blogger engagement) and broad-scale digital advertising campaign. The entire campaign is centred on the powerful and emotionally resonant brand belief – “Some trips are more than just trips”. FCB Ulka has developed end-to-end communication including Customer Care Centre Scripts, Introduction Mailers, Digital Banners, and the launch films.

     

    Sachin Das Burma

    Sachin Das Burma Group Creative Director, FCB Ulka says: In Advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client who trusted our vision and persevered through a long period of conceptualization that involved massive changes at their end – in product features, processes and technology integration.”

     

    The communication campaign includes three short films, expressing how a trip can be more than just a trip, with the protagonist facing an impending cancellation. MakeMyTrip’s Uncancel then provides a way out for the traveller to continue with their trip at a later date. The first film is already live, and received tremendous positive feedback and brand buzz. The two films to follow will also be released on digital platforms only – marking another first for MakeMyTrip.

     

  • The new TVC created by FCB Ulka gets the message across, by highlighting the app cleverly

    FCB Ulka highlights ‘Shake Feature’ for Snapdeal

    By A Correspondent

     

    Smartphones have empowered consumers to shop on the go, at a time convenient to them. This calls for a shift in focus to a more tech savvy way of shopping i.e. via a mobile phone. But how do online retailers get consumers to download their mobile app instead of the competition? One way of course, is to innovate and introduce new features and thereby create a superior shopping experience. Snapdeal’s Shake Feature does exactly that. The new TVC created by FCB Ulka gets the message across, by highlighting the app cleverly.

     

    Keeping the quirkiness that is the hallmark of Snapdeal’s communication, the Shake Feature TVC, crafted by FCB Ulka, shows the protagonist (played by actor Pulkit Samrat) dancing at a colorful Indian wedding. Every time he does a shake with his smartphone in hand, he is given money by an enthusiastic relative in the wedding party. The voice over meanwhile tells the viewers that using Shake Feature is a sure shot way to get additional discounts from Snapdeal.

     

    Sachin Das Burma, Group Creative Director, FCB Ulka, commented on the campaign “The shake feature is a new thing and we wanted the communication to demonstrate this in an interesting manner, without losing out on the entertainment quotient and slice of life situation that has been our attempt for all work we do on snapdeal. I think we have managed to achieve that.”

     

    Sandeep Komaravelly, Vice President Marketing, Snapdeal.com, said, “The smartphone has become an extremely important medium to reach out to our customers. 50% of our transactions on Snapdeal.com come via our mobile app. The Shake feature is an innovative step to amplify the user experience while shopping on the mobile application. The customers will be able to avail exciting offers on diverse range of 4 lakh products across 6000+ brands.”

     

  • Quirky and insightful, the latest ad film focusses on how easy it is to be fashionable

    Snapdeal unveils TVC announcing Annual Sale

    After the TV debut of the Snapdeal Mobile App, the online entity has announced its latest TV ad ‘End of Season Sale’. The new TVC is conceptualized and created by FCB Ulka Advertising.

     

    Quirky and insightful, the latest ad film focusses on how easy it is to be fashionable. One doesn’t need to sweat, whether it is to save money on fashionable clothes and accessories or to save oneselffrom waiting in long queues at the cash counters.

     

    The TVC crafted by FCB Ulka, shows the protagonist (played by actor PulkitSamrat) having a nightmare about his girlfriend on a shopping spree, at his cost, of course. He wakes up to realize that he was only dreaming and takes solace in the fact that saving on top fashion brands is still in his hand, courtesy the End of Season Sale on snapdeal.com.

     

    Sachin Das Burma-Group Creative Director- FCB Ulka said,”Yet again, we have managed to reflect real life in our communication, keeping the role of our product in the centre of the story. I think our target audience will connect to our effort and hopefully, the results will be good.”

     

    Sandeep Komaravelly, VP – Marketing, Snapdeal.com shared,”With this ad we are looking at highlighting the End of Season Sale at Snapdeal.com which enables consumers to save on some of the biggest fashion brands in the industry. Consumers can now avail upto 60 per cent discount across various fashion categories like clothing, footwear, Fashion accessoriesetc. There are 3.5 lac products and over 1000 brands for the consumers to choose from. We have also seen a substantial increase in the download rate of mobile app and have re-iterated the benefit of using our mobile app to access a variety of products through this TVC.”

     

  • Sachin Das Burma has joined the Delhi office of Draftfcb Ulka Advertising as a Group Creative Director

    Sachin Das Burma joins Draftfcb Ulka in Delhi

    By A Correspondent

     

    Sachin Das Burma has joined the Delhi office of Draftfcb Ulka Advertising as a Group Creative Director. He comes to the team having built his credentials across several marquee brands like Hero, Airtel, Nokia, Pepsi, Timex, GSK, Dabur, amongst others, and having earned recognition at all premiere advertising forums like Effies, Goafest and D&AD. He has worked at Contract, Bates & most recently was the Senior Creative Director & VP at JWT Delhi.

     

    Announcing the move, K S Chakravarthy (Chax), National Creative Director, Draftfcb Ulka Advertising, commented, “Sachin is a natural-born big ideas guy who enjoys working on big, challenging brands as much as he enjoys doing fun creative stuff. I am confident he will effortlessly fit into our high quality team in Delhi, and help drive our creative agenda.”

     

    Sanjay Tandon, COO, Draftfcb Ulka Advertising, Delhi, said, “In Sachin, beyond the competence, I see values that are dear to us – stability, team work and desire for excellence. He joins the senior team to push us faster towards where we want to go…creating game changing ideas that Build BrandWealth.”

     

    Mr Das Burma said, “I have always liked the Draftfcb Ulka way of thinking and wanted to become a part of a team that cherishes common values.” Referring to Arvind Wable, Advisor to the Board, he stated, “Arvind’s long term belief in a ‘happy people culture’ and its effect in building a strong business for over 20 years was a convincing factor in my decision. And being hired by Chax was indeed a high.”