MxMIndia

Tag: Sukesh Nayak

  • As brand ambassador to promote new mantra to 'Take It Light'

    Cadbury Perk brings back Alia Bhatt

    By Our Staff

    Cadbury Perk has roped in Alia Bhatt yet again for a new campaign. The film encourages consumers to face life’s twist and turns with tagline ‘Take It Light’.

    Said Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India: “Cadbury Perk has been rooted in the youth culture, since its inception almost 25 years ago, owing to its fun persona and relevant messaging – we propagated the message of ‘Masti’ from 2015 which resonated well and helped establish Perk as a fun brand. This time, we wanted to be rooted in the product and reinforce the delightfully light eat-experience of Perk. Today’s youth believe in facing life’s stresses with lightness. Our launch film and tagline ‘Perk khao, Light ho jao’ attempts to land the message that Perk is THE light chocolate, in a fun manner, through the route of levitation. In the past, we have had lively and high-spirited personalities to cater to the youth cosmos like Preity Zinta, Genelia D’souza and Ananya Panday who embody what Cadbury Perk stands for – youth, fun and Joie De Vivre. With Alia Bhatt back on-board as the face of the brand, we are positive that she will bring the ‘Take It Light’ proposition to life effortlessly with her bubbly persona and strong youth connect.”

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “This is a super fun idea on lightness, executing this was truly a ball. Working with Alia, Pavail and Bob was just lots of masti. I believe, the social surround around the idea and the film will beautifully bring the core idea to life – Perk khao, light ho jao.”

     

     

  • These are interesting times for the old older in the television broadcast front

    Tata Sky refreshes brand purpose

    By Our Staff

     

    These are interesting times for the old older in the television broadcast front. OTT platforms are gaining popularity esp in urban India and telcos and broadband players like Jio and Airtel are gaining currency to access linear television. Life’s a-changin’. In the midst of all this, Tata Sky has unveiled its new Brand Purpose with the following statement: Tata Sky exists to make tomorrow better than today for family and home.

     

    “A set of core beliefs have always guided brand Tata Sky” said Harit Nagpal, MD & CEO, Tata Sky in a statement. “Expressing our brand purpose solidifies our intent to continue to add value to people’s lives,” he  added. His PR agency said he wasn’t available for a one-on-one.

    Anurag Kumar
    Anurag Kumar

    Added Anurag Kumar, Chief Communications Officer, Tata Sky in a statment: “The statement ‘Tata Sky exists to make tomorrow better than today for family and home’ exemplifies the brand’s belief in the emotional power of entertainment which we trust can move, motivate, inspire and help people to enjoy a better life. We believe that this reinforces the brand’s focus in simplifying content access, discovery and consumption in newer and more delightful ways that lead to betterment in customer’s lives”,

    Sukesh Nayak
    Sukesh Nayak

    Said Sukesh Nayak, Chief Creative Officer – Ogilvy India, West, Tata Sky’s long-standing creative: “This campaign is an ode to the magical ‘Khidki’ in our lives that has been entertaining us for all these years. Be it on the walls, tables or in our hands, these Khidkis powered by Tata Sky, truly makes our lives Jingalala.”

    The new campaign is across a few languages like Hindi, Marathi, Telugu, Tamil, Kannada, Malayalam, Bengali and Odia. The video above is in Odia.

  • Features Ranbir Kapoor for Utlima Protek lamination guard

    Ogilvy creates new TVC for Asian Paints

    By Our Staff

    Asian Paints has launched a new ad for its Ultima Protek Lamination Guard. Conceptualised by Ogilvy India, the new ad is directed by Prasoon Pandey. The ad features Ranbir Kapoor, an actor who is seen more in TVCs than the longer format movies in recent years, and focusses on how only a house laminated with Ultima Protek stays truly protected from all elements of weather with the tagline, ‘Baarish, Dhoop aur Dhool ko Aane Do’.

    Said Amit Syngle, MD & CEO, Asian Paints Limited: “Consumers are looking for solutions to keep their homes beautiful forever and todays homes are challenged by the vagaries of weather, right from heavy rains to extreme sun and the new age problems of dust. Over the years, Asian Paints has pioneered technology led innovations through its product offerings to bring to consumers nothing but the best. Lamination Guard technology in Ultima Protek is designed to laminate their homes and protect its beauty for years to come. This campaign clearly establishes Ultima Protek, with its Lamination technology, as the Gold Standard of exterior paints.”

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai: “To show all you need to do is laminate your home to keep it safe, we have Ranbir Kapoor in a double role. Old Ranbir playing a matchmaker to help a young girl find her perfect match. She finally finds her match in young Ranbir living in the house of her dreams, laminated and protected by Ultima Protek from Asian Paints.”

    Ranbir acts well. We are looking forward to his longer format Shamshera and Brahmastra this year.

     

     

  • The campaign highlights the importance of iodine in a child’s mental development

    Tata Salt launches new ad campaign, #SawaalDeshKiSehatKa

    By A Correspondent

     

    Tata Salt has launched its latest integrated marketing campaign, #SawaalDeshKiSehatKa. The new TVC  is an extension to the last-running ‘Sawaal Kijiye Apne Namak Se’ campaign. This main objective of this campaign conceptualised by Ogilvy is to “build awareness of Iodine and its importance as a micronutrient in proper mental development of children”.

     

    Said Richa Arora, President, Packaged Foods, India, Tata Consumer Products: “Tata Salt’s genesis was in serving a national need for iodizing India, and we are proud that with our latest campaign #SawaalDeshKiSehatKa, we continue to stay true to our motto of ‘Desh ki Sehat, Desh ka Namak’. Today’s children are very inquisitive, and this is very relatable behaviour for every parent, and people in general. Being inquisitive is often considered a sign of intelligence in children, and this film celebrates that spirit in a unique and endearing format.”

     

    Added Sukesh Nayak, Chief Creative Officer-Ogilvy India: “As parents, we are all so used to getting stumped almost every other day with the never ending set of questions asked by our children. Building on this insight, we took the idea further, to the person who is now also a partner to parents in answering these questions, the AI device in our homes. The idea is not just be informative but also entertaining to ladder up how Iodine helps in ensuring proper mental development of children.”

     

     

  • A freewheeling chat with Piyush Pandey, Sukesh Nayak, Kainaz Karmakar and Harshad Rajadhyaksha

    MxMLive with Creative Leadership at Ogilvy Mumbai

     

     

    Ogilvy Mumbai bagged the accolade of being the ‘Most Creative Agency of the Decade’ amongst Indian agencies last week (end-June 2020). The recognition assumed significance as it was announced by Cannes Lions, no less. Additionally, ‘Savlon Healthy Hands Chalk Sticks’ (which won Ogilvy’s first Creative Effectiveness Grand Prix besides seven Lions) featured amidst the ‘Iconic Work’ in this report.

     

    To discuss the Ogilvy India way of doing advertising, we spoke with Piyush Pandey, Executive Chairman India & Worldwide Chief Creative Officer, Ogilvy, and Chief Creative Officers Sukesh Nayak, Kainaz Karmakar and Harshad Rajadhyaksha. The discussion was moderated for MxMIndia by Pradyuman Maheshwari.

     

  • The United Nations Environment Programme under its global theme – ‘Super Year For Nature & Biodiversity’ released a campaign with MoEFCC (Ministry of Environment, Forest and Climate Change) conceptualised by Ogilvy

    UNEP, MoEFCC release campaign by Ogilvy

    By A Correspondent

     

    First, UNEP = United Nations Environment Programme and MoEFCC is Ministry of Environment, Forest and Climate Change. Thankfully Ogilvy is not known has OI, though once upon a time we would call it O&M and since it’s now called The Ogilvy Group, we could call it as TOG. But we don’t, so let’s move on. The threesome came up with a campaign titled ‘Super Year For Nature & Biodiversity’ on World Environment Day.

     

    The inaugural session saw the presence of some government biggies and UNEP Goodwill Ambassador Dia Mirza.

     

    Said Sukesh Nayak, Chief Creative Officer India, Ogilvy:  “To address UNEP’s global theme – Super Year for Nature & Biodiversity, we felt the need to highlight India’s endangered species. The rare sightings of these species and the wish to see more of them in their respective habitats inspired us to create the campaign.”

     

     

  • The advertising reinforces the message that Asian Paints Safe Painting Services is totally safe

    Ogilvy Mumbai creates another campaign for Asian Paints

    By A Correspondent

     

    Asian Paints has issued a campaign which includes a TVC that will use ideas across digital and social media platforms to land the message that painting with Asian Paints Safe Painting Services is totally safe.

     

    Speaking about this campaign, Amit Syngle, MD and CEO, Asian Paints Limited, said: “In line with being a responsible and caring brand we are looking at strengthening the Asian paints service brand. We are proactively looking at providing assurance to our customers by supplementing the Asian Paints Painting service with safety and hygiene protocol.

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “This campaign builds on the insight, how we are always curious to know what’s happening in our neighbour’s home. Building on this, it tells a funny story to reassure not just the home owner but his nosy neighbour too about our safe painting services.”

     

     

  • Reassures painters and their families of their safe painting service

    Ogilvy Mumbai creates campaign for Asian Paints

    By A Correspondent

     

    Ogilvy Mumbai has devised a campaign for Asian Paints targeting painters and their families on ‘safe painting’.

     

    Said Amit Syngle, MD and CEO, Asian Paints Limited: “Communitarianism is mirrored in Asian Paints’ beliefs and practices. Caring about the well-being of our stakeholders has always been the utmost priority. We understand the current threat of infection is a serious cause of concern for our painters, their families and our consumers, hence we devised the Safe Painting Service to safeguard their needs. This digital campaign echoes our priority and apprises them of the provision and safety–standards we are putting into place to ensure their well-being and safety; all this while ensuring great looking homes.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “We wanted to assure people of the steps we have taken to ensure that the painting process is totally safe. We started by assuring the most important person about the safe painting services – the painter’s family.”

     

     

  • Requests people to continue to #StayHomeStaySafe by creating beautiful memories at home

    Asian Paints rekindles love for homes in second digi film

    By A Correspondent

     

    Asian Paints has released the second digital film under ‘Har Ghar Chup Chaap Se Kehta Hai’ capturing people’s love for their homes which has been rekindled during the lockdown.

     

    Conceptualised by Ogilvy India, the film showcases individuals and families taking care of their homes in the current quarantine period. Upkeep of the house, an otherwise trying exercise, has now become a source of joy to family members. Children, grown men, even pets, everyone in the house is chipping in with their share of household chores. This relevant truth is beautifully captured to show how one’s relationship with one’s home, a relationship at the core of brand Asian Paints, is rekindled.

     

    Voiced by Piyush Pandey and directed by Neha Kaul of Corcoise Films, this video will surely bring a smile on everyone’s face and remind them what their home has been to them; a place of security.

     

    Speaking about this new ad, Amit Syngle, MD and CEO, Asian Paints: “Our second video is a very different take on the emotions associated with Homes, wherein the Home personification and its relationship with the people who live there comes to light in a very beautiful, interconnected way. The whole camaraderie between the home and the members, bring the joy in reliving those real moments which strongly define the emotional connect. Relationships rekindle the fun routines and some lively activities, combined with daily chores, bringing the social message of Stay Home Stay Safe alive.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Staying at home we found a new corner in our home which has become our favourite spot and we found places to clean that we never did before. We found new love for our homes and we decided to capture this love in our film.”

     

    Sharing his thoughts on the film, Sam Balsara, Chairman and MD, Madison World said: “Asian Paints has done an amazing job of staying alive in the consumers’ mind, not by eulogizing their paint but empathizing with their consumers by highlighting to them the joys of doing household chores, staying at home; thereby making the most of the unfortunate circumstances that consumers find themselves in today. My compliments to Team Asian Paints and Ogilvy for the idea and producing not just one but two digital films from home. This move will earn Asian Paints tremendous goodwill of its customers which will benefit the Company for time to come. Asian Paints is not only the leader in Paints, but has behaved like one.”

     

     

  • These services range from dance tutorials, cooking, fitness, to learning services for children

    Tata Sky urges us to stay home & access, what else, Tata Sky

    By A Correspondent

     

    In a move to help subscribers meaningfully fulfill their forced quarantine period, Tata Sky has freed up their top 10 services. These services range from dance tutorials, cooking, fitness, to learning services for children.

     

    Directed by Bauddhayan Mukherji of Little Lamb Films, a new campaign has been launched titled #StayHomeStayJingalala. The campaign was shot and directed over seven cities (Kolkata, Mumbai, Delhi, Gurugram, Lucknow, Chennai, Jodhpur) with phones, and no lives were put at risk in the making of this film.

     

    Talking about the campaign Sukesh Nayak, Chief Creative Officer, Ogilvy India:

    “In times like these, it’s important that brands contribute to help its consumers in its own way. By deciding to free up services, Tata Sky is doing its bit to entertain and engage its subscribers while they stay at home.”

     

     

  • Recreates the famous ad to inspire people to stay home and stay safe

    Piyush Pandey drives ‘stay at home’ message for Asian Paints

    By A Correspondent

     

    Asian Paints has bought back its 2007 ad film, ‘Har Ghar Chup Chap Se Kehta Hai’. Narrated by Shri/Mr Ogilvy India, Piyush Pandey, the film has been stitched together with a montage of shots that is even more relatable now that everyone is home amidst the current quarantine period.

     

    Commenting on the ad, Amit Syngle, MD and CEO, Asian Paints Limited, said: “The purpose of the ‘Har Ghar chup chap se kehta hai’ is to make people feel the strong emotional connect a home brings in their lives. The current times are exceptional and at Asian Paints we believe that it is important to relive the happiness and joy around homes at the same time reminding people of staying home and being safe. Made with real home videos, the brand is inspiring people, by showing how people across are creating their own special moments in their homes and bringing hope and smiles in these tough times. Stay Home Stay Safe.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “What could be a better way to inspire people than recreate what they love, rewritten to address the current times.”

     

     

  • While the trio will oversee all creative work across markets in India, they will also continue to lead creative hands-on in Ogilvy Mumbai

    Post Sonal Dabral exit, Kainaz Karmakar, Harshad Rajadhyaksha and Sukesh Nayak promoted to CCOs at Ogilvy India

    By A Correspondent

     

    Following the announcement of the exit of Sonal Dabral from the agency, Ogilvy India has announced that Kainaz Karmakar, Harshad Rajadhyaksha and Sukesh Nayak will take on the joint responsibility of driving Ogilvy India’s creative product and reputation, as Chief Creative Officers. While the trio will oversee all creative work across markets in India, they will also continue to lead creative hands-on in Ogilvy Mumbai.

     

    Piyush Pandey

    Said Piyush Pandey, Chief Creative Officer Worldwide & Executive Chairman India, Ogilvy: “I consider myself very fortunate to have on my team three partners who have made a huge impact on Ogilvy’s creative leadership, and an even more significant difference to Ogilvy’s partnerships with clients. This promotion could not be more deserving! I am extremely proud to have Kainaz, Harshad and Sukesh on our India team. They are the future of Ogilvy and I am confident they will be the game changers in Ogilvy,”

     

    Kunal Jeswani

    Added Kunal Jeswani, CEO, Ogilvy India: “Sukesh, Kainaz and Harshad are powerhouses of energy and great talent. Over the last few years, their work across some of our largest clients has been modern in expression and execution, and as inspiring and memorable as any trademark Ogilvy India work should be. This is a rare and precious balance for any creative to strike. They understand the value of hard work and deep client relationships and I am sure they will do a fantastic job of driving Ogilvy India’s creative product and reputation.”