MxMIndia

Tag: Sukesh Nayak

  • Has launched 'The 5 Star Valentine's Day Alibi'

    Cadbury 5 Star celebrates the season of romance

    By Our Staff

     

    Cadbury 5 Star has launched ‘The 5 Star Valentine’s Day Alibi’ campaign.

     

    Said Anil Viswanathan, Vice President, Marketing – Mondelez, India: “Being at the heart of the country’s youth culture, Cadbury 5 Star has always communicated narratives that are witty and relatable. As a brand that truly understands Gen Z, we wanted our Valentine’s Day campaign to represent singles – to not only help them steer away from the awkward questions but also give them an experience to sit back and do nothing; bringing back the Cadbury 5 Star promise with elements of humour and quirk intact. After all, singles also deserve to have fun.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Valentine’s Day can be quite daunting for someone who’s single or just not into it. Since 5 Star has been championing the cause of people who just want to ‘do nothing’, we took it a step further this year by offering them a perfect escape from the madness. A commonly used excuse that will no more be a lie. As crazy as it sounds, some people will soon be spending Valentine’s Day doing literally nothing on a faraway island called ‘My Cousin’s Wedding’.

     

    Said Shekhar Banerjee, Chief Client Officer and Head-West, Wavemaker India: “We didn’t just stop at creating an Island called My Cousin’s Wedding but also created a larger-than-life Embassy similar to a real one to create a legit experience. If that wasn’t enough, we even went ahead and created outdoor banter with a counter-culture approach between Cadbury 5 Star and Cadbury Silk thus establishing the brand’s different positioning while still leveraging the occasion that’s meant for the brands promoting love. To amplify the campaign further we tapped into various relevant youth touch points with a 3600 activation that helped us dial up the messaging across our TG and build in the brand messaging of escaping this Valentine’s by simply Doing Nothing! The response has been overwhelming and a lot of chatter around the escape plan by simply doing nothing is the talk of the town.”

     

  • The campaign is aimed at inspiring audiences to reach their 'PalatDe' moments

    Ogilvy films with Jasprit Bumrah for Thums Up

    By Our Staff

     

    Thums Up has launched a new campaign ‘Toofan’ with Jasprit Bumrah by leveraging the brand’s distinct association with its strong taste and experience. Its latest Toofan campaign is aimed at inspiring audiences to reach their ‘PalatDe’ moments.

     

    Said Tish Condeno, Senior Category Director Sparkling Flavours , Coca-Cola India and Southwest Asia: “Thums Up has always been a loved beverage by our consumers for its strong taste and experience, which has been the core differentiator in the category. In continuity with our partnership with the Toofan of our Indian Cricket Team – Jasprit Bumrah who is known for his pace, strength and resilient attitude on the field , this new  campaign offers a strong execution idea – ‘Soft Drink nahi, Toofan’,

     

    Commenting on the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India added: “The big idea to land strong drink for me is the repositioning of the commonly used word ‘soft drink’. An iconic brand like Thums Up which stands for the ‘never give up attitude’ deserved a separate word to be called out as, hence, ‘soft drink nahi toofan’. From the day we thought of this idea, we all knew that this can be huge and we were thrilled to see all our partners react with same excitement when they heard about the core thought. A big shout out to my team and Bob, who have truly brought this idea to life with an execution that is bold and powerful. This is a big idea and Jasprit is the first part of it, so watch out for some more toofani action coming soon.”

     

  • Conceptualised by Ogilvy India

    Cadbury 5 Star launches first digital currency campaign

    By Our Staff

     

    Cadbury 5 Star launches its first digital currency called ‘NothingCoin’, that gets mined while you do nothing. The brand has partnered with Paytm and Reliance JioMart for customers to redeem their earned ‘NothingCoins’.

     

    Speaking about the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said: “Gen Z today is in a constant hustle mode list – right from balancing their studies, finding a job, having an active social life to worrying about their investment plans. We truly feel they deserve some downtime and perhaps a much-needed digital detox. As a brand that has been at the heart of our country’s youth culture through innovative campaigns and quirky narratives, the introduction of NothingCoin is our attempt to inspire them to take a break in the most engaging and rewarding manner. This campaign reiterates Cadbury 5 Star’s brand persona of being witty and speaking in a language that excites the youth.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “NothingCoin is an innovative engagement idea that’s witty, catchy and fun, just how a 5 Star idea should be. For the always-on generation, 5 Star’s NothingCoin is a smarter way to take a much-needed digital break, do nothing and yet get rewarded. And what made the idea zanier was opening an actual bank which encouraged people to mine NothingCoins by simply doing nothing.”

     

     

  • Focuses on the pen being a must have accessory in the corporate world

    Ogilvy signs new campaign for Parker Pen

    By Our Staff

     

    Luxury writing instrument brand Parker Pen has launched a new campaign. The campaign conceptualised by Ogilvy, is a set of seven films catering to different occasions and based in various interesting settings.

     

    Said Pooja Jain, MD (Luxor Writing Instruments): “Parker is a trustworthy name when it comes to pens. But now is the time to take this legacy forward and take it to the next level. We want Parker to be known as a power accessory and stand for style & aspiration. We want the brand to be seen as a beautiful hand-crafted masterpiece, one can rely on for performance. Parker is a brand for achievers, for the ones who want to be recognized and respected. Parker promises to be an ideal partner with unlimited potential.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “When there is a Parker in your pocket, nothing else gets noticed, but the Parker pen. We have made a series of short films using various pen moments to launch this thought. We will be using digital and influencer engagement ideas to further build the positioning of how a Parker is perfect for power dressing that leaves an impression.”

     

  • Cheers on the #PalatDe spirit through partnership with ICC

    Thums Up partners with Mohammed Siraj

    By Our Staff

     

    After celebrating the ‘Toofani’ spirit with #PalatDe and #TaanePalatDe campaigns at the Tokyo Olympics and Paralympic Games 2020, Thums Up has fast bowler Mohammad Siraj starring in it s#PalatDe campaign.

     

    Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and South West Asia said: “The Coca-Cola Company has been the longest corporate partner of the Olympic Games and our recent associations with the Paralympic Games and the ICC World Cup, underscore the company’s philosophy of endeavouring to be a part of the joyous moments and occasions of its consumers. The ability of Cricket to create unique and memorable moments makes it a robust platform for us to connect with sports fans around the globe. We are elated to welcome Mohammed Siraj, one of the best bowlers in the world on this exciting journey with us. It is inspiring to witness how extraordinary people like Siraj have overcome real life challenges and risen to become a beacon of national pride. Such inspirational stories resonate with the spirit of the brand.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “The spirit of the brand resonates with the stories of grit, hard work and determination of our players, who overcome all hurdles to play for the country. After Olympics and Paralympics, in the third instalment of the #PalatDe campaign, we will be celebrating the victories of our cricketing heroes over their naysayers. Siraj’s story in particular is very inspiring and we are proud to partner with him and have him share his story with the world.”

     

  • It needed a brave client in 1993 for the original film, it needed an even braver client now, says Piyush Pandey

    Refreshing role reversal. Ogilvy redoes iconic Cadbury Dairy Milk TVC

     

    By Our Staff

     

    It needed a brave client in 1993 for the original film, it needed an even braver client now, says Piyush Pandey, Chairman of Global Creative & Executive Chairman, India. Indeed.

     

    In its 10 years, MxM hasn’t done a ‘big story’ based on a communique of a new TVC. But this one deserved it.

     

     

    Reason: Cadbury Dairy Milk has released a refreshed version of its iconic 1990s campaign. The film conceptualised by Ogilvy India, for Mondelez India, shows a young woman cricketer scoring a winning run and her male friend running towards the field dancing with an unabashed glee, celebrating her smashing performance, as the crowd cheers on. The film ends with the powerful message of #GoodLuckGirls in recognition of today’s equal world where women are breaking barriers and pursuing all their dreams.

     

    Piyush Pandey
    Piyush Pandey

    Said Piyush Pandey, Chairman of Global Creative & Executive Chairman, India, said, “It needed a brave client back in 1993 to go ahead with the original Cadbury cricket film that became so popular. It needed an even braver client to attempt something with an iconic film and make magic out of it. I am delighted that the team at Mondelez India and at Ogilvy India has done this magic, made it relevant, exciting, and so Cadbury, in its bold and front foot fashion.”

     

    Anil Viswanathan
    Anil Viswanathan

    Commenting on the ad, Anil Viswanathan, Senior Director –  Marketing, Mondelez India, said: “From acing in the corporate world to winning Olympic medals, women are at the forefront of creating new milestones, every single day and our film is an ode to each one of them. As a brand that has always promoted gender inclusivity, contemporising an iconic campaign is our way of recognising the changing times and extending support to all the women trailblazers. An extension of our ongoing generosity narrative, the film also lands the message of how taking small yet significant steps to acknowledge the achievements of women would make the world a better place to live in. We hope this film brings back a gush of nostalgia and are confident that this refreshed version will find as much love as the original one”.

     

    Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmakar, Chief Creative Officers, Ogilvy India
    Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmakar, Chief Creative Officers, Ogilvy India

    Added Sukesh Nayak, Harshad Rajadhyaksha and Kainaz Karmakar, Chief Creative Officers, Ogilvy India: “The excitement and the stress in our heads were competing with each other. To recreate such a big hit is like setting yourself up for a million opinions. The only reason we went ahead was it felt right, and it felt awesome. We loved the idea from our gut. Luckily, so did the client. Hats off to the all girls’ team who thought of it and hats off to Bob from Good Morning Films for making it so well.”

     

    A L Sharada
    A L Sharada

    Here’s what Dr AL Sharada, Director, Population First said on the ad: “There are some ads which are iconic. The Cadbury ad was one such. The gay abandon of the young woman rushing on to the pitch dancing, the embarrassed shy smile of the man, the helpless police man and the response of the audience- one could never forget the ad. Such beautiful execution. Even today the ad does not fail to bring a smile on our faces when we remember it. What happens if the roles are reversed? A roar of appreciation and celebration. The ad touches on nostalgia and yet is so contemporary. With women cricketers doing so well and changing gender norms, the ad looks so plausible and is absolutely mind blowing.” Dr Sharada puts advertisements under the scanner for their gender sensitivity for Campaign India.

     

    And here’s the original ad.

     

     

    CREDITS for the current ad:

    Ogilvy Senior Lead & Creative Team: 

    Piyush Pandey – Chairman Global Creative & Executive Chairman India, Ogilvy

    Hephzibah Pathak – Vice Chairperson & Chief Client Officer, India

    Sukesh Nayak – Chief Creative Officer, India

    Harshad Rajadhyaksha – Chief Creative Officer, India

    Kainaz Karmakar – Chief Creative Officer, India

    Creative: 

    Tanuja Bhat – Executive Creative Director

    Siddhesh Telang – Group Creative Director

    Swagata Banerjee – Creative Director

    Samyu Murali- Art Director

    Ogilvy Account Management:  

    Prakash Nair – Associate President & Integrated Brand Team Leader

    Antara Suri – Senior Vice President

    Parshuram Mendekar – Client Services Director

    Manseerat Sethi – Account Supervisor

    Ogilvy Planning: 

    Ganapathy Balagopalan – Head of Strategic Planning, Ogilvy Mumbai

    Bhakti Malik – Vice President, Planning || Prasidh Dalvi – Planning Director

    Production House: Good Morning Films

    Director: Shashanka Chaturvedi  || Producer: Robin D’Cruz:

     

  • Celebrates the joyful moments of motherhood with #SahiWaliFeeling

    Ogilvy creates new campaign for Huggies

    By Our Staff

     

    Huggies, the Kimberly-Clark brand, has launched a new campaign titled #SahiWaliFeeling.

     

    Commenting on the campaign, Saakshi Verma Menon, Marketing Director, Kimberly-Clark India said: “Navigating motherhood can be a daunting task even for the naturally confident millennial mothers. However, despite all the chaos, there are often real moments of joy that mothers experience when their instincts take over, and they realize new ways of caring for their baby. As a brand that has been an indispensable part of the lives of new mothers, Huggies has always been inspired by their desire to provide the very best care to their little ones, and this new campaign brings this to life in the context of the moms of today. We believe in the invaluable virtue of a mother’s inner voice and are committed to being a trusted partner that not only makes her journey easier through unmatched product experiences but also makes her believe in herself and her choices for her baby.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “For new mothers, every little discovery is a manifestation of their instincts and the campaign #SahiWaliFeeling celebrates the small successes that come with it. As a legacy brand, Huggies has always stood by mothers, every step of the way, and we hope that this initiative will not only resonate with them but also help boost their confidence. Introduced through a TVC, the launch of the campaign will be supported by a high decibel integrated marketing overture, rooted in the product promise of softness and brand philosophy of further tightening the bond between a mother and her baby through the ties of trust and assurance.”

     

  • Supports inclusion, diversity in sports

    Thums Up salutes Paralympic Athletes

    By Our Staff

     

    After its #PalatDe campaign at the Tokyo Olympics 2020, homegrown cola brand Thums Up has now partnered the Tokyo 2020 Paralympic Games. Through this partnership, Thums Up aims to encourage inclusion and salute the real heroes of Tokyo 2020 which started yesterday (August 24) and is on till September 5.

     

    Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and South West Asia said: “We are extremely proud of this strategic partnership with Tokyo 2020 Paralympic Games and the Paralympic Committee of India, it is our way of standing in solidarity and saluting the sheer grit and determination of these athletes who have come from different walks of life but showcase the same heroism against all odds and challenges. As an extension of the Olympic Association, we treat the Paralympians at parity with any other athlete fighting their naysayers and representing India at this global sporting event.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “#TaanePalatDe is our ode to the heroes of Team India who have overcome all odds to represent India at the Tokyo 2020 Paralympic Games in Japan. With this campaign we are saluting their courage to #PalatDe all the naysayers who had only one thing to give them, Taanas.”

     

  • Strengthens the sibling bond with #MyFirstRakhi

    Ogilvy films for special Raksha Bandhan packs from Cadbury

    By Our Staff

     

    Cadbury Celebrations has launched of a special campaign for this year’s Raksha Bandhan – #MyFirstRakhi. The campaign has been created by Ogilvy India.

     

    Commenting on the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said: “For years now, Mondelez India has been an innate part of festivals and occasions like Raksha Bandhan, and has redefined the joy of gifting and shared moments with Cadbury Celebrations. Through #MyFirstRakhi, we wanted to make a meaningful difference to the lives of these kids who don’t get to experience festivals like we do. To celebrate Rakhi you need to feel the touch of its threads and hence we provided a solution to give them a sense of touch. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the campaign promises a new start for children who have missed experiencing the joy of celebrating this festival in its truest sense.”

     

    Commenting on the campaign, Sukesh Nayak, Chief Creative Officer – Ogilvy India, added: “Raksha Bandhan is a very special festival celebrated across the country. With #MyFirstRakhi we are helping ensure that every brother who has so far missed experiencing the joy of celebrating this festival, can now feel the bonds of this beautiful relationship on his hand.”

     

  •  On wildlife trafficking and endangered species

    Ogilvy observes World Environment Day with two campaigns

    By Our Staff

     

    Ogilvy launched two digital campaigns for United Nations Environment Programme (UNEP).  The two digital campaigns on Wildlife Trafficking were released on World Environment Day.

     

    Conceptualised by Ogilvy for UNEP in association with WCCB (Wildlife Crime Control Bureau), MoEFCC (Ministry of Environment Forest & Climate Change), and TRAFFIC, this campaign was released on World Environment Day, by Prakash Keshav Javadekar, Minister of Environment, Forest and Climate Change. Javadekar unveiled two campaigns titled, ‘Not Your Medicine’ & ‘#SadEmojis’.

    Said Sukesh Nayak, Chief Creative Officer, Ogilvy India: “The first campaign #NotYourMedicine highlights the plight of trafficked wildlife species suffering in the name of fake remedies even today. The second one – #SadEmojis, is a digital campaign wherein we launch a new set of sad emojis of endangered species, through which we aim to spread awareness with every single social conversation.”

     

    Added Atul Bagai, Country Head, United Nations Environment Programme: “India Office, reiterated that “The COVID -19 pandemic has been a wake-up call to the human race to respect nature and to learn to coexist. Illegal wildlife trade is the fourth largest global crime. It is driven by demand for trophies, fashion accessories, exquisite cuisine, exotic pets and products based on cultural/ superstitious beliefs. One of the main reasons for illegal poaching and trade is their unsubstantiated use in traditional medicines. In building back better, we need to remember that these species, traded illegally for false remedies is one of the most serious threats to the existence of wildlife are- Not your medicine!”

     

  • To spread message of hope during the holy month and overcome barriers in uncertain times

    Ogilvy and Tata Motors celebrate Ramzan in new film

    By Our Staff

    Tata Motors creates a campaign to celebrate Ramadan to spread message of hope during the holy month of Ramzan and overcoming barriers in uncertain times. The campaign was created by Ogilvy  India.

    Said Sukesh Nayak, Chief Creative Officer- Ogilvy India: “When we step forward to do good, we inspire others. This is a human story that compels us to look beyond the social order, to make this world a happier place with small acts of kindness towards one another.”

    Added Rudrarup Maitra, Vice President – International Business, Tata Motors Commercial Vehicles: “Ramadan is an important period for Tata Motors customers worldwide, and every year during this auspicious period, Tata Motors shares a beautiful message on the human spirit that binds us all together and connects us through our aspirations. This year, Tata Motors celebrates this everlasting human spirit of helping and inspiring each other through this beautiful film and shows that the spirit of Ramzan is experienced best when it is celebrated together. Wishing everyone a blessed Ramzan!”

     

     

  • To launch Tractor Sparc Emulsion with the theme ‘budget wala paint’

    Ogilvy unveils TVC for Asian Paints

    By Our Staff

    Asian Paints has announced the launch Tractor Sparc Emulsion for interior walls with the theme of ‘budget wala paint’. The new 360-deg integrated campaign is conceptualized by Ogilvy India.

    Said Amit Syngle, MD & CEO, Asian Paints: “Asian Paints, being a customer-centric brand, is always looking to innovate and tailor-make products to cater to all segments of customers in order to beautify their dream home. Our brand, Tractor Sparc Emulsion is designed as an affordable emulsion for the value seeking customer to deliver quality products at a reasonable price. This Emulsion not only reduces the price gap but also makes it possible for the customer to transition from distemper to emulsion.  Our new TV commercial  for the product is themed around  ‘Budget wala paint’ proposition to highlight Tractor Sparc as an affordable emulsion which gives customers’ homes a  smooth finish and access to decor without the need to compromise on other splurges planned.”

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai: “The campaign is based on a very simple idea – ‘Budget mein lage, har shauq poora kare.’ The humour story dwells on the jealousy of the boss and his wife when they see how the junior has managed to afford so many new things in his newly painted house.”