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Tag: Sharmine Panthaky

  • In her new role, she will report to Leo Burnett Orchard’s Chief Operating Officer, Prashanth Challapalli

    Orchard appoints Menaka Menon as EVP& Branch Head for Bengaluru

    By A Correspondent

     

    Menaka Menon

    Leo Burnett Orchard has strengthened its senior management by hiring Menaka Menon as Executive Vice President and Branch Head – Bengaluru. In her new role, she will report to Leo Burnett Orchard’s Chief Operating Officer, Prashanth Challapalli. Her last stint was with FCB Ulka Bengaluru where she was Vice President. She replaces Sharmine Panthaky, Vice President & Branch Head – Bengaluru, who has moved on from the agency.

     

    Prashanth Challapalli

    Speaking about bringing Menon on board, Challapalli said: “Our ambition for Leo Burnett Orchard is to firmly drive integration via the Power of One philosophy. This has a direct bearing on the kind of people we want to bring on board – people with multiple skill sets and a hunger to drive this agenda. Menaka is the perfect fit for us. She has worn different hats in her career and brings to the table the kind of ambition, drive and skill sets we were looking for at a leadership level. On behalf of everyone at Leo Burnett Orchard, I am very happy to welcome her on board and wish her great success.”

     

     

  • Leo-Burnett Orchard has created a video that showcases how women at Amanté understand women and work hard to create the perfect product for women

    Amante takes a fresh approach this Women’s Day

    By A Correspondent

     

    Amanté has taken a fresh approach for Women’s Day this year with a simple message – ‘when women support women, it makes for a happy Women’s Day’. The message stems from the fact that this brand employs over 65,000 women across the world. Right from the time the lingerie is a scribble on a sheet to the time it’s handed over to the customer, there is a woman who spearheads the whole process.

     

    Celebrating this thought, Amanté, along with its creative partner Leo-Burnett Orchard, has created a video that showcases how women at Amanté understand women and work hard to create the perfect product for women to help her get the support that she

     

    Said Smita Murarka, Head of Marketing at Amanté:  “What you see in this campaign is real empowerment. At Amanté, everyone from our designers to the tailors, to the fashion consultant at our stores, these women, understand our consumers. With deep care and expert skills, they help create and sell the perfect intimate wear for women. This is true embodiment of the line ‘Women for Women’. This is who we are, and this is what we do. This campaign is the brand’s way to invite you into our world and introduce you to our true heroes, our women. With this women’s day video we want to send across a message, that women everywhere are capable of incredible things if they support each other.”

     

    Added Sharmine Panthaky, Branch Head – Leo Burnett Orchard: “As one of India’s premium intimate wear brands, amanté is poised to take the conversation surrounding women empowerment to the next level. This is a powerful platform for the brand to own and the message has been timed perfectly,”

     

     

  • 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 TVC lays emphasis on the idea of not having to compromise one's wishes while ensuring family's protection

    SBI Life unveils campaign to promote new endowment plan

    By A Correspondent

     

    SBI Life has launched its latest TVC campaign for ‘SBI Life – Smart Bachat’ plan, titled –Kuchapnokeliye, kuchapneliye (now fulfil your family’s wishes along with your own). The campaign has been created by Orchard Advertising. The TVC has an emotional appeal through which it connects with the audience, laying emphasis on the idea of not having to compromise one’s wishes while ensuring family’s protection.

     

    The TVC opens with a family in an airport, where they spot a famous cricketer and run towards him to get a glimpse. First, the ladies from the family urge to take their photos with the cricketer and then the children and senior members insist on doing the same. All this while, the protagonist (father) keeps clicking photos even though deep down, he too wants a photo with the cricketer. Everybody starts leaving and the father is sad that he could not fulfil his wish while fulfilling for others. Just then, the cricketer taps the father’s shoulder and asks him to take a selfie with him, for which the he poses happily and a voice over plays towards the end–It feels so good when you find a little joy for yourself, while securing your family’s happiness.

     

    Speaking on the launch of the campaign, Ravindra Sharma, Head – Brand and Corporate Communication, SBI Life, said, “People feel life insurance is important yet they don’t buy it, as they don’t see any benefits for themselves in it. They realize that while securing family’s future is important, it should also add value to their own lives. While buyers have evolved in their needs, life insurance brand communication hasn’t evolved at the same pace. The role of the insurance buyer as the ‘selfless’ provider has not changed in category communication over the years. This presented a great opportunity for SBI Life to change the conversation in the category and connect strongly to the life insurance buyers of today.”

     

    Explaining the campaign, Sharmine Panthaky, Head of Office, Orchard Advertising, Mumbai, says: “In a category full of parity products, building relevance and differentiation over functional attributes wasn’t going to move the needle. The only way to achieve our task was to connect with our audience over a strong emotional truth. The insight we hit upon was an enduring cultural truth of today, which is – we are increasingly investing in self. The product has dual benefits of enabling protection and savings, so we summarized with the phrase “Kuchapnokeliye, kuchapneliye”, which brings out the essence of the offering and connects with the audience.

     

  • 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

     

  • She joins from Interspace Solutions where she worked as National Head – Retail and Customer Engagement

    Orchard appoints Sharmine Panthaky as VP and Branch Head, Mumbai

    By A Correspondent

     

    Sharmine Panthaky

    In a move to strengthen its leadership team, Orchard Advertising has roped in Sharmine Panthaky as Vice President and Branch Head, Mumbai. In her new role she will lead the relationship on key clients and look to grow the agency on the back of a renewed thrust on new business wins.

     

     

    Kaizad Pardiwalla

    Commenting on the appointment, Kaizad Pardiwalla, Chief Operating Officer, Orchard Advertising, said, “Sharmine joins us having had rich experience in business development and leading many national and multinational client relations. In her we found the unique ability to define the purpose for brands and devise business solutions that could unlock their true potential in the market. She will work with a multi-disciplinary team across The Leo Group India’s specialised offerings in digital, retail, activation, etc., thus helping to drive an integrated communication initiative on the brands we partner. I wish her the very best in taking Orchard to new heights.”

     

    Sharmine said on her joining, “Orchard has a legacy of great work on brands anyone would be proud to have on their roster. The leadership team has inspiring and exciting plans for the future. The opportunity to be part of this great journey was a no brainer. Since I’m joining mainstream advertising with Orchard after having spent many years in Out of Home, BTL and other disciplines, it gives me great joy and a feeling of being back home. I’m excited to partner clients and contribute hugely in getting great work out, thus helping to grow the agency’s business.”

     

    Sharmine is a marketing and communications professional with over 13 years of media and advertising agency experience across mainline advertising, Out of Home, engagement, news distribution and BTL. She joins from Interspace Solutions where she worked as National Head – Retail and Customer Engagement. Sharmine has also worked with Bates CHI and Partners, Clear Channel Mudra, Contract Advertising, Portland India and Radio Mirchi.