MxMIndia

Tag: Sambit Mohanty

  • With Hardik Pandya, Shreyas Iyer and Deepak Chahar

    Britannia Bourbon launches campaign

    By Our Staff

     

    Bourbon has launched its biggest ever campaign by partnering with cricketers Hardik Pandya, Shreyas Iyer and Deepak Chahar.  The brand’s proposition of Original Friendship, Original Britannia Bourbon celebrates the mischievous bonds between real friends. The last time Pandya spoke about his mischief on a television show, he got into trouble, but this is an ad, hence controlled.

     

    Commenting on the launch of the #BourbonFriendsForever campaign, Vinay Subramanyam, VP Marketing, Britannia Industries said: “Britannia Bourbon is the original chocolatey biscuit treat that has delighted India since 1955. For over 65 years, Britannia Bourbon has been enjoyed across generations in almost every Indian household. Millions of Indians have enjoyed Britannia Bourbon with their friends and the brand has been an essential character in the stories of India’s youth that we associate with our friends. We are really excited to introduce Hardik Pandya, Shreyas Iyer and Deepak Chahar as the new gang of friends. They have brought alive the brand idea in a fun and wicked way.”

     

    Added Sambit Mohanty, Head of Creative – South, McCann Worldgroup: “When you pull a fast one over a friend and it’s all in good fun, you know the friendship’s got to be original. Pretty much the sentiment captured in our new film for Britannia Bourbon – the original bourbon. For it depicts a friendship built on a solid foundation of wickedness, inappropriateness and shenanigans – with Britannia Bourbon at the heart of it!”

     

  • The film has been created and conceptualised by J Walter Thompson, Delhi

    Tinder’s new ads say ‘Adulting can wait’

    By A Correspondent

     

    Dating app Tinder has rolled out a new brand campaign ‘Adulting Can Wait’.  Commenting on the campaign, Taru Kapoor, GM, Tinder India said: “Experiences in our early 20s serve as lessons in how to adult and eventually “settle down”. Growing up isn’t really optional, and we will achieve the goals that we seek and the ones we didn’t know we seek. We will all get there, whatever ‘there’ is. But until then, we want to celebrate the unexpected surprises at every corner – the craziness we will be nostalgic about sooner than we think, the relationships that will leave us better than they found us, the adventures that will make us challenge our own limits, and the people who will leave an indelible mark on our lives. Tinder represents endless possibilities where each right swipe opens up a new world of unique possibilities. Every swipe is a new connection, a potential epic memory or a valuable lesson in self-discovery. The film captures all the potential connections and social interactions, which eventually shape our world views as well as self-identity, that Tinder can facilitate. ”

     

    The film was created and conceptualised by J Walter Thompson, Delhi, directed by Rajneesh Ghai ‘Razy’ with the soundtrack composed by music director Mikey McCleary and sung by Anjali Sivaraman.

     

    Added Sambit Mohanty, National Creative Director, J Walter Thompson Sambit Mohanty “Tinder is more than just an app that enables ‘dating’. It’s a plethora of life experiences and a whole lot of fun. That’s the spirit we wanted to capture with our new campaign – tailor-made for a young and restless generation that doesn’t want to commit to adult choices.”

     

     

  • Sambit Mohanty joins J Walter Thompson India as National Creative Director

    Sambit Mohanty joins JWT as NCD

    By A Correspondent

     

    Sambit Mohanty
    Senthil Kumar

    JWT India has announced the appointment of  Sambit Mohanty as National Creative Director. He will be based out of the Delhi office.An alumnus of the Indian Institute of Mass Communication (IIMC) New Delhi, Mohanty has spent 18 years in the advertising and design industry. Said Senthil Kumar, Chief Creative Officer, on the appointment: “Sambit was the youngest and more importantly the hungriest of all the potential creative leaders we considered for the NCD role, based in Delhi. He will work with me and ignite fresh energy into the JWT India creative product.He has the ambition and the drive to champion pioneering ideas and path breakin solutions for all our clients.”

     

  • Subhashish & Shivil will report to Sambit Mohanty, Creative Head, DDB Mudra North

    DDB Mudra North promotes Subhashish Datta & Shivil Gupta as ECDs

    By A Correspondent

     

    Subhashish Datta
    Shivil Gupta

    DDB Mudra North announced the elevation of Subhashish Datta & Shivil Gupta to Executive Creative Directors, DDB Mudra North. In their new roles, Subhashish & Shivil will report to Sambit Mohanty, Creative Head, DDB Mudra North and will be based out of agency’s Gurgaon office.

     

    Both Subbu and Shivil have been instrumental in adding to the creative strength of the agency. Their knowledge and experience have helped the agency grow and set new standards of creative output. Together they have successfully worked on key brands like Aircel, Adidas, Wrigleys, Dabur, McVitie’s, Dhara, Carrier etc

     

    Sonal Dabral
    Sambit Mohanty

    Commenting on the elevation, Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group said “DDB Mudra North is buzzing with energy and creating work that’s winning the hearts of consumers and award juries alike. It’s a hothouse of talent and it is people like Subbu and Shivil who are making all this possible. Their new role and new responsibility is a well-deserved salute to their talent, their passion and their energy. Here’s wishing the two all the very best.”

     

    Sambit Mohanty, creative head – North, DDB Mudra, said, “DDB Mudra North has grown from strength to strength in the last two years. Subbu & Shivil have been a key part of this unprecedented growth story. Anointing them as ECDs is an affirmation of their capabilities as creative leaders who inspire confidence and respect. I congratulate them and look forward to more magic.”

     

  • Creates an awareness campaign for WaterAid India and the Government of India

    DDB Mudra Group takes a witty route to promote cleanliness of water

    By A Correspondent

     

    In India and across the world, there is still a significant part of the population which is not able to differentiate between dirty and clean water. In rural India, the villagers still bathe themselves and their cattle, wash clothes and utensils in local water bodies. Often they even defecate on the banks of water bodies, thereby polluting fresh water, which is already on the verge of becoming a scarce resource.

     

    Keeping these ‘long- ignored’ factors in mind, The Government of India and WaterAid India along with DDB Mudra Group created two ad films using slice of life situations to drive home the concept of clean water and create awareness around the same.

     

    The first film showcases a typical North Indian rural household while a cricket game is being broadcast on TV. The villagers, glued to television, keep using use the idiom ‘Gayi Bhains Paani Mein’ (Here goes the buffalo into the water) whenever India misses a score in the game. After a while, an elderly man asks his young son to fetch him a glass of drinking water. The son who was listening to the earlier cribs of the men, brings a glass of muddy water. The shocked father reprimands him, but the youngster cleverly ties the situation using the idiom ‘Gayi Bhains Paani Mein’ and patiently explains, that if time and again buffalos and other catttle get into water, it is bound to dirty, eventually resulting in dirty water.

     

    The second TVC shows three friends talking at a roadside dhaba (food joint) in a rural area. One of them is apparently moving to the city, hence the other two tell him jokingly, that they will miss him and will shed tears in his memory. While saying this they keep splashing water on their faces repeatedly to mime tears and waste an entire jug of clean drinking water during their conversation. After a while, one of them casually asks for another jug of drinking water, the waiter gives them three empty glasses. When they question that, the owner of the dhaba who has been watching them all along seizes the opportunity and calmly educates them on the importance of saving clean drinking water.

     

    Both the TVCs have focused on different and relevant points in a simplistic, yet creative manner. The campaign has extensively been promoted on television and radio.

     

    Quoting on the campaign, Neeraj Jain, Chief Executive, Water Aid India said, “Water is a precious resource and India is one of the most water stressed nations in the world. It is important that this precious resource is conserved and local water sources are not polluted. The PSAs that WaterAid India commissioned from DDB Mudra for use by the Government of India put across these messages in a simple but creative manner. I hope that they are effective in inculcating in all of us the necessity for careful management and conservation of our meagre fresh water resources.”

     

    Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “To work on a campaign for an issue of such critical importance as water conservation was not just exciting but daunting at the same time. We are really happy that by building on some very deep rooted insights about water, we were able to create work that has successfully connected with our audience and made them take a fresh look at this vastly ignored problem.”

     

    Sambit Mohanty, Creative Head, DDB Mudra North added, “We live in a world where water is taken for granted – more so in rural, semi-urban areas where potable water is wasted and water bodies are used in an unhygienic manner. Our ‘Jal Hai Toh Kal Hai’ campaign aims to sensitize people to treat this precious natural resource with more respect and consideration.”

     

  • This campaign also seeks to position Patanjali Atta Noodles as healthier and tastier noodles free from the worry of toxic additives

    DDB crafts new campaign for Patanjali Atta Noodles

    By A Correspondent

     

    DDB Mudra North and Patanjali Ayurveda have launched a fun themed, jingle based TVC led advertising campaign to promote Patanjali Ayurveda’s atta noodles.

     

    With the launch of healthy atta noodles, Patanjali wants to highlight the benefits of atta noodles with tasty masala (natural) and trust of Patanjali Ayurvedic legacy. This campaign also seeks to position Patanjali Atta Noodles as healthier and tastier noodles free from the worry of toxic additives.

     

    Exploring this unique proposition, DDB Mudra North crafted a catchy jingle based ad campaign showcasing the Atta noodles being enjoyed by the entire family, cutting across all age groups and preferences. The catchy jingle ‘Iss noodle mein kya hai?’ brings out the healthy attributes of the product. The ad closes with the punchline ‘Jhatpat Banao, Befikar Khao’ and with the promise of ‘Prakriti ka Aashirwad’ (Goodness of Nature)

     

    The pan-India campaign is led by television followed by radio. The main executional aim of the ad campaign was to capture a musical montage of kids, families, health conscious people enjoying Patanjali Atta Noodles without any worries, eating together and enjoying quality family time.

     

    Rakesh Sharma, VP – Marketing, Patanjali Ayurveda said, “With the burgeoning demand of fast food, we, at Patanjali Ayurveda, saw a clear need to provide a healthy, toxic free product in the noodles category. Patanjali’s promise of providing Healthy Goodness echoes in the launch of the Atta Noodles and we are truly thankful to have the creative driving force of DDB Mudra North for this.”

     

    Sambit Mohanty

    Quoting on the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “When you have Patanjali Atta Noodles you have the assurance of wholesome goodness & health. That’s how we devised a catchy jingle of ‘Is noodle mein kya hai, kya hai!’ – to underline the fact that our Noodles have no harmful additives or anything of that sort.”

     

  • The thought provoking background narrative of the ad draws a close relevance between home cooked food and success of a person, very rightly represented by Sushil Kumar

    DDB Mudra North and Patanjali create a campaign for Patanjali Ghee

    By A Correspondent

     

    Patanjali along with DDB Mudra North has created an engaging campaign featuring for the first time, acclaimed Indian Olympic freestyle wrestler- Sushil Kumar for their key product, Patanjali Ghee.

     

    The TVC has been ideated with an intent to highlight the health attributes of Patanjali Ghee and showcasing the goodness of nature with which the product is made. Starting off with a beautiful thought, ‘Rasoi mein sirf khana hi nahi banta, bante hain sapne’, the ad progresses; visually depicting the importance of Pure Ghee in gaining strength for being successful and becoming a champion. The storyboard has a parallel showcasing of the Sushil Kumar exercising hard towards becoming a champion and his mother, passionately cooking for him in the kitchen.

     

    The thought provoking background narrative of the ad draws a close relevance between home cooked food and success of a person, very rightly represented by Sushil Kumar. The ad signs off with the phrase ‘Champion Banney ki Taakat’

     

    Quoting on the campaign, Rakesh Sharma, VP-Marketing, Patanjali said, “Pure Ghee is an essential component of almost every Indian household. With Patanjali Ghee, we intend to provide an alternate to the consumers who seek purity and worth for their money with the product. Featuring Sushil Kumar for the ad has been great since he is the face of Indian wrestling today and epitomizes hard work and perseverance – an apt quotient for our product. We are glad to partner with DDB Mudra North in our journey to make Patanjali Ghee synonymous to home-made Ghee.”

     

    Sambit Mohanty

    Quoting on the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “Pure Cow’s Desi Ghee is one of Patanjali’s best selling products. We wanted to give it back its rightful place in the kitchen by emphasising its benefits as a cooking medium. That’s how the thought of ‘Champion rasoi mein bante hain’ came about – it’s a great match with a brand ambassador like Sushil Kumar.”

     

  • The film has been released in seven languages including Hindi all across India

    DDB Mudra North creates campaign to promote Aircel’s latest offering

    By A Correspondent

     

    DDB Mudra North and Aircel have created a clutter- breaking, catchy ad campaign to promote Aircel’s latest offering- Free Basic Internet.

     

    With the new campaign, Aircel intends to share more internet accessibility with users, enabling them to access their favourite applications such as WhatsApp and Facebook besides other daily use applications.

     

    With an intent to inform the users this offering, DDB Mudra North crafted ‘See You Online Ba!’, a fun-toned ad campaign which portrays a world where people no longer need to meet physically or ‘offline’ since everyone is ‘online’. A complete 360 degree pan-India campaign led by television, digital media and on-ground visibility, ‘See You Online Ba!’ captures a montage of people from all walks of life using internet.

     

    The film has been released in seven languages including Hindi all across India.

     

    Anupam Vasudev, Chief Marketing Officer, Aircel, said, “Even though we see a burgeoning population of mobile internet users in India, there’s still a large number of Indians who haven’t yet experienced the world of internet on mobile. With the boom in online avenues today that make lives easier for millions of people, we, at Aircel, saw a clear need for pushing the envelope on making the internet available for all, thereby fueling mobile internet adoption. Aircel’s initiative of offering free basic internet is a natural extension of this intent, and we’re truly delighted to have the creative powerhouse DDB Mudra translate our message into a simplistic and meaningful ad campaign. We’re sure that the sticky ad campaign will appeal to many Indians and help us say louder, ‘See you online Ba!’ ”.

     

    Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “Free basic Internet by Aircel is a game changing offer. In its truest sense, it’s the democratization of the internet making the power of the net available to all. An incredible service like this needed an idea that did justice to its scale and importance. I’m really happy and excited that working closely with the marketing team at Aircel we were able to crack just that idea with “See you online Ba!”. The film is highly engaging and the slogan not just catchy and easy on the tongue but is sharply strategic too.”

     

    Quoting on the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “Free Basic Internet from Aircel is a first-of-its-kind offering that makes the power of the net available to every citizen and empowers the common man. Our creative idea ‘See you online-ba’ imagines a world where people no longer need to meet physically or ‘offline’ since everyone is ‘online’. With its fun jingle and tongue-in-cheek moments, I’m sure this campaign will be a memorable one.”

     

  • Rajesh would be reporting to SambitMohanty, Creative Head, DDB Mudra North

    Rajesh Gola joins DDB Mudra Group as Senior CD

    By A Correspondent

     

    Rajesh Gola

    A creative veteran with close to 15 years of experience, Rajesh Gola has joined DDB Mudra North as Senior Creative Director. Based out of the agency’s Gurgaon office, Rajesh would be reporting to SambitMohanty, Creative Head, DDB Mudra North.

     

    A former Senior Creative Director with JWT Delhi, Rajesh has been associated with agencies like Grey Worldwide, FCB Ulka and Saatchi & Saatchi in his career span till date. His stints at these agencies gave him an opportunity to work with diverse international, national brands from mandates like telecom, healthcare, clothing, insurance, consumer electronics and pharmaceuticals amongst others.

     

    Some of the cream brands that he has worked on include names like Airtel, VLCC, Monte Carlo, Max Bupa, Dabur Gulabari, Dabur Red Toothpaste, Hitachi, Mother Dairy, Bata, PVR Cinemas, Akai, Sansui, ABN Amro Credit Card, KFC, Bausch & Lomb, HCL, Baygon, Indian Airlines, Apollo Tyres, ONGC etc.

     

    Sambit Mohanty

    Sambit Mohanty, Creative Head, DDB Mudra North said, “Rajesh is a great addition to our creative repertory. Experience apart, he brings a rare sense of maturity and responsibility that is hard to find these days. Add to that a killer sense of wit and you know that with this guy around, there’ll never be a dull moment!”

     

  • Aircel is one of India's largest and fastest growing GSM mobile service provider with a subscriber base of 65.1 million

    Aircel picks DDB Mudra Group as its creative agency

    By A Correspondent

     

    Following a multi-agency pitch, Aircel has handed its creative mandate to DDB Mudra Group. The account will be handled by DDB Mudra North.

     

    The incumbent agency on the account is McCann World group.

     

    Madhukar Kamath

    Aircel is one of India’s largest and fastest growing GSM mobile service provider with a subscriber base of 65.1 million. Aircel is a pan India operator with a presence across 23 circles. The company offers voice & data services ranging from postpaid and prepaid plans, 2G and 3G services, Broadband Wireless Access (BWA), Long Term Evolution (LTE) to Value-Added-Services (VAS).

     

    On winning the account, Group CEO & Managing Director, Madhukar Kamath said: “This is a prestigious win for DDB Mudra Group. The whole team at DDB Mudra North and our pool of resources nationwide can’t wait to start working on the brand and add value. It helps that we have an unmatched experience in the telecom sector, in many international markets.”

     

    Sonal Dabral
    Sambit Mohanty

    Sonal Dabral, Chairman & CCO, DDB Mudra Group, “Being chosen by Aircel, one of India’s fastest growing telecom brands, as their communication partner is both an honour and a big responsibility. This win is a testament to the superb talent that we have across the DDB Mudra Group and we look forward to creating a host of breakthrough ideas for this innovative and exciting brand.”

     

    On working on Aircel again, Sambit Mohanty, Creative Head, DDB Mudra North, said, “It feels great to be back on Aircel! This is one of our biggest wins and we will leave no stone unturned to ensure some truly memorable work emerges out of it.”

     

  • The launch of Pan Bahar Crystal gave the company a great opportunity to reposition their flagship brand

    DDB Mudra unveils new multimedia campaign for Pan Bahar

    By A Correspondent

     

    Pan Bahar, the pioneers and the primary manufacturers of pan masala, are known to the world as the ‘Heritage Pan Masala’. The company recently ventured in the ultra-premium segment with the launch of ‘Pan Bahar Crystal’, the world’s most expensive Pan Masala.

     

    The launch of Pan Bahar Crystal gave the company a great opportunity to reposition their flagship brand. Thus, a multi-media campaign with the new positioning ‘Pehchan Kaamyabi Ki’ (Identity of Success) was launched with none other than Saif Ali Khan as the brand ambassador.

     

    Spread across print, television and digital, the brand has come up with interesting strategies to promote the campaign and to introduce Pan Bahar Crystal to its loyalists. The recently launched ad film featuring Bollywood superstar Saif Ali Khan is being publicized on the brand’s social pages. Pan Bahar also ran an online contest in connection to the ad film which one could participate in by watching the film, visiting the brand’s website and correctly answering the three questions.

     

    Vandana Das
    Sambit Mohanty

    Vandana Das, President, DDB Mudra North, said, “The objective of the campaign was to establish Pan Bahar as a brand with a unique and aspirational identity that consumers could easily symbolize with success. The brand category to which Pan Bahar belongs to is largely driven by loyalty and hence great emphasis has been laid on using success and achievement- aspirational tone of communication.”

    Sambit Mohanty, Creative Head, DDB Mudra North quoted, “In challenging times, a person needs anchors that help him take a unique identity and make a personality statement. But for some people, their achievements are their identity – they don’t need to shout out loud that they’ve ‘arrived’. Their achievements do it for them. This is the thought that we used while crafting this campaign.”

     

    Akhil Jain, CEO, Pan Bahaar said, “Pan Bahar as a brand has continually set benchmarks in the industry by delivering excellence through innovation of process and uniformity of taste, in our product offerings. The campaign has given a great emphasis on having arrived in life, success & achievement- aspirational tonality. It’s all about making a life-style statement.”

     

     

     

  • The new campaign reinforces the message of oral care where Deepika gives a master-class in healthy oral care habits

    Deepika gives a master-class in oral care for Orbit

    By A Correspondent

     

    Wrigley’s Orbit has launched its new TV commercial, ‘Eat Drink Chew’ featuring Bollywood A-lister and brand ambassador, Deepika Padukone.

     

    The new campaign reinforces the message of oral care where Deepika gives a master-class in healthy oral care habits as she breaks up with her favourite food – Sandwich.

     

    Emphasizing on oral-care benefits of the brand, the new TVC is the latest version of Wrigley’s Oral Care message which encourages people to incorporate sugar-free gum into their everyday oral care routine as it helps to keep teeth clean and healthy by neutralizing plaque acids and enhancing remineralisation. Further, chewing sugar free gum helps clean as much as 90 per cent of food debris from the mouth and provides a good oral care solution on the go.

     

    Speaking on the new brand campaign, Deepak Iyer, Managing Director, Wrigley India Pvt. Ltd. said, “The new OrbitÒTVC featuring our brand ambassador, Deepika Padukone, has a great message and is designed to create an instant connect with our consumers. We all know that it is difficult to brush our teeth after every meal and snack,  However, it’s easy to chew OrbitÒ, sugar free gum to get rid of the food that lingers a little too long around the teeth. While it’s fun to watch the conversation between Deepika and the animated food character, the TVC reiterates Wrigley’s Oral Care message of Eat, Drink and Chew and how OrbitÒ provides you with an oral care on the go solution.”

     

    According to Sambit Mohanty, Creative Head, DDB Mudra North, “In the new Orbit TVC, the relationship between the brand ambassador, Deepika Padukone and the animated food character (Sandwich) and their conversation about “breaking up” lends a fresh approach to the brand message of oral health care and makes you smile. The tone is quirky and engaging, keeping in line with the globally successful campaign of Orbit. All of us enjoyed working on the commercial and we sincerely hope that the ‘Eat Drink Chew’ campaign strikes a chord with everyone and takes Oral Care to an even wider audience.”