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Tag: Sukesh Nayak

  • Each film demonstrates how when we use less we become better

    Ogilvy partners UN to fight plastic pollution

    By A Correspondent

     

    UN Environment and Ogilvy have launched a set of three films which attempt to demonstrate how when we use less we become better.

     

    Said Sukesh Nayak, Chief Creative Officer, Ogilvy India (West): “Turning the word useless and finding a new meaning from it to promote using less plastic, is a great way of reminding people how simple acts can help save the environment. I am hopeful that the campaign line – ‘Useless log useful hain’- will catch on as a phrase and become a common refrain.”

     

    Added Atul Bagai, Country Head, UN Environment India: “Over the years, Ogilvy has done an outstanding job of creatively highlighting environmental issues. So, when it came to World Environment Day theme Beat Plastic Pollution, they highlighted not just the problem of plastic pollution but also showcased the alternatives to it. These short films are witty, and we hope will encourage people to use less plastic and eventually refuse it.”

     

     

  • With an aim to connect with the viewers and address all relevant points, the campaign is a 360-degree campaign which includes outdoor, digital and TVCs

    Big B turns into a movie critic for Tata Sky’s latest campaign

    By A Correspondent

     

    Tata Sky’s latest ATL campaign highlights its multiple entertainment offerings with two versions – one featuring Amitabh Bachchan and the other featuring Southern superstar Nayanthara.

     

    In Tata Sky’s ad campaign ‘#HarSceneKaMazaaLo’ Amitabh Bachchan adorns the role of a Bengali critic giving his point of view on iconic film dialogues and superstars in a series of nine ad films. The objective of the ad campaign, notes a communique, is to showcase how an individual enjoys the offerings of Tata Sky to the fullest, highlighting the abundance of entertainment across platforms.

     

    Said Tata Sky’s Chief Communications Officer Malay Dikshit: “In a country which is obsessed with movies, it’s not a surprise that feature films aired on TV contributes to over 28% of the total viewership. Mr. Bachchan’s legacy and Nayanthara’s versatile personality along with Ogilvy and Mather’s creativity has helped us create the Magic for Tata Sky. It beautifully depicts our objective to offer maximum and some of the best entertaining content to our consumers at any budget, on any screen, anytime, anywhere.”

     

    Added Ogilvy and Mather Chief Creative Officer Sukesh Nayak: “When you truly enjoy watching a film you begin to respond to an actor’s performance. You are either awed or disappointed by their performance and you maybe vocal about it. We used this insight as an entry point to talk about the huge bouquet of movie channels Tata Sky has to offer. The core idea of ‘Har scene ka mazaa lo’ was beautifully brought to life by none other than Mr. Bachchan enacting the role of a tough film critic with Shoojit directing. For the south leg of the campaign, we worked with Nayanthara to create a very hard hitting anti cable campaign. Each film in this campaign is amplifying Tata Sky’s superior offering with a memorable story.”

     

     

  • The campaign is a tongue-in-cheek story that showcases the eternal fight men have had in the quest for precious metals

    Wild Stone showcases man’s desire to own fragrances in latest campaign

    By A Correspondent

     

    Mcnroe, owner of brands Wild Stone and Secret Temptation, launched its latest campaign for Wild Stone Code conceptualised by Soho Square.

     

    “Men have always fought over precious metals. The Precious Metal Collection from Wild Stone Code, is yet another great reason for them to start a new fight,” said Sukesh Nayak, Chief Creative Officer, Ogilvy & Mather.

     

    Speaking on the film, Sanjay Srivastava, Chief Business Officer, Mcnroe Consumer Products said, “Code has always had a strong consumer preference for its fragrances. This is an attempt to strengthen and leverage the consumer acceptance to build a larger franchise.”

     

     

  • The campaign is being supported through Print, Outdoor, activation and an extensive digital leg

    Ogilvy highlights what’s really good with Cake Up

    By A Correspondent

     

    Ogilvy India, in association with Ogilvy Pakistan, has crafted a heart-warming story for the launch of Peek Freans ‘Cake Up’. English Biscuit Manufacturers (EBM), Pakistan’s leading brand of biscuits has stepped into a new food category with launch of Cake Up.

     

    Said Sukesh Nayak, Chief Creative Officer, Ogilvy West: “Our products are filled with real goodness and so is our life. To launch the ‘Real Goodness’ platform, we chose to tell a story of a working mother who finds a unique way to create real a connection with her son. A connection that leaves a lasting impression.”

     

    Talking about the collaboration on this particular ad and how it came to be, Nayak added: “Ayesha Janjua, the marketing head of EBM (promoter of Peek Freans Cake Up), was the marketing head at Shan Foods when we made two very successful ads for them and when she moved to EBM, we just wanted to continue the relationship. We are really glad that we did.”

     

    Said Janjua, who is Head of Marketing, EBM: “With this thematic campaign, we will establish our position in the consumer’s mind as being bigger than just a sweet snack. Peek Freans Cake Up will become the catalyst for starting real conversations with the people we love, who sometimes in our busy lives, we forget to appreciate or communicate with, in a meaningful way. Every moment counts, and when it comes straight from the heart, that moment becomes a lifelong memory to be cherished.”

     

     

  • The campaign questions the ardent followers of traditional big bikes

    Dominar 400 challenges the elephants again in latest campaign

    By A Correspondent

     

    Bajaj Auto’s Dominar 400 has unveiled a new campaign that questions ardent followers of traditional big bikes about their choice by highlighting shortcomings and encourage them to move on to modern-day motorcycling.

     

    Said Sukesh Nayak, Chief Creative Officer, Ogilvy West (India): “The ‘Haathi mat Palo’ campaign started a new conversation amidst the biking community. A conversation that put technology before tradition. The sequel of this campaign takes the story further. Each story is based on a true insight. Told in a most memorable manner, these stories will provoke the riders to rethink what will they choose to ride when they go touring.”

     

    Added Sumeet Narang, VP Marketing Bajaj Auto Ltd: “Long distance and leisure touring has been devoid of modern motorcycling technology and performance in our country.  By offering size as well as superlative performance, Dominar attempts to redefine and raise the biking standards in the country. While our first campaign provoked riders to answer a question – what’s size without performance? this follow-up campaign further establishes what are the essentials of new age long distance touring. Each film taps on a pain point faced by the riders on traditional big bikes and how Dominar with its hyper-agility, control, performance and technology, makes it a perfect hyper-riding machine.”

     

     

  • New campaign bolsters Asian Paints’ existing corporate stand, ‘Har Ghar Kucch Kehta Hai’

    Asian Paints inspires people to lead richer lives with #HomesNotShowrooms

    By A Correspondent

     

    Asian Paints has unveiled a corporate digital campaign #HomesNotShowrooms.

     

    Conceptualised by Ogilvy, the corporate digital video launched on January 12, and captures the emotion of what a ‘home’ truly is, notes a communique.

     

    Speaking about the campaign, Amit Syngle, COO, Asian Paints Limited said: “‘Har Ghar Kucch Kehta Hai’ is a summation of our positioning and an expression which is timeless and is as relevant today as it was before. With #HomesNotShowrooms we are instilling empathy and meaning into decor in order to inspire people to lead richer lives at home. Being a forerunner in the décor space, Asian Paints also owns the emotion of home more powerfully than any other brand in India.”

     

    Speaking more about the campaign, Sukesh Nayak, CCO, Ogilvy, said: “Decor should not just be about beauty but happiness too.  #HomesNotShowrooms is an idea that will help build empathy and inspire people to lead richer lives at home.”

     

     

  • The campaign’s TVC, conceptualised by Ogilvy and Mather, stars Konkana Sen Sharma and Tilottama Sharma as the lead protagonists

    Ogilvy urges people to question quality of ‘namak’ in new Tata Salt campaign

    By A Correspondent

     

    Tata Salt has launched its new campaign, ‘Sawaal Kijiye Apne Namak Se’, to educate consumers about the quality of their salt and help them make well-informed decisions. The thought behind the 360-degree campaign is derived from the fact that, though salt is a universal and one of the oldest food seasonings, there is limited knowledge around the quality of salt and its impact on health.  The campaign’s TVC, conceptualised by Ogilvy and Mather, stars Konkana Sen Sharma and Tilottama Sharma as the lead protagonists.

     

    Said Namrata Keswani, Head of Digital Domain, Ogilvy Mumbai: “The thinking behind this campaign was simple, sharp and clear. It was to make a hardworking product message like ‘purity test’ reach the consumer in an engaging way and make them try it themselves at home. Featuring talent like Konkana and Tilottama will ensure this message has high recall and will drive overall awareness about Tata Salt’s purity test.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy West: “The campaign had to urge consumers to question the purity of their salt. We took clinical tests and demonstrated them in a memorable way, so that people can easily replicate them at home.”

     

    Said Richa Arora, Chief Operating Officer (CPB), Tata Chemicals Ltd: “Salt is an irreplaceable ingredient in cooking and hence it’s important to ensure that the salt you use is not impure. Through this campaign, we aim to encourage people to test the purity of their salt as consumption of adulterated salt may lead to serious health implications. There is an urgent need to generate awareness among the masses about the various methods to identify adulterated salt. We at Tata Salt, are committed towards delivering health-aware products and are constantly working towards societal health and development.”

     

     

  • Bajaj decided to position it differently from the existing classifications of commuter, sports, adventure and cruiser

    Ogilvy Mumbai executes a dominant campaign for Bajaj Dominar 400

    By A Correspondent

     

    A challenger brand wishing to take on a behemoth is not something new in communication.The recent Dominar 400 from Bajaj is doing exactly the same.

     

    Said Sumeet Narang, VP Marketing Bajaj Auto Ltd: “Long distance and leisure touring does not have to be devoid of modern motorcycling technology and performance. Dominar 400 identifies this glaring need gap and offers an athletic option which takes touring to a new level, not experienced by most riders in India. The brand task is to establish this form positioning and provoke answer to a question – what’s size without performance?”

     

    Added Sukesh Nayak, CCO, Ogilvy West (India): “‘Hathi Mat Palo’ is a phrase we often use to define being stuck with something that is dated and heavy on the pocket. Our big idea is based around this thought. We used the phrase to create a powerful execution that is designed to provoke the big motorcycle riders stuck with dated technology.”

     

    Other than a TV, the campaign consists of outdoor, and digital initiatives.

     

  • The 360-degree campaign features Nayanthara for the Southern markets and Amitabh Bachchan across other markets in India

    Tata Sky unveils engaging ‘Dhamaka Rupee’ campaign

    By A Correspondent

     

    With the critical fourth phase of digitisation underway, DTH major Tata Skyrolled out its latest ‘Dhamaka Rupee’ campaign. The 360-degree campaign features Nayanthara for the southern markets and Amitabh Bachchan across other markets in India. The campaign aims to encourage consumers to make the right switch from analogue cable to Tata Sky, with the Dhamaka Pack (for the rest of the country) and South Special Pack (for the five South states).

     

    The campaign, directed by award-winning director Shoojit Sircar, has superstar Amitabh Bachchan portraying a grumpy yet loveable shop owner – ‘Uncleji’ whose life has turned upside down because of the success of the Dhamaka 199 pack. The pack, selling like hot cakes, forces him to keep stocking one rupee coins as change to give back to the customer. Meanwhile, in a small village in southern India, the affable Meenakshi, essayed by Nayanthara, is grumpy too as she looks for the elusive one rupee coin, thanks to the success of Tata Sky’s South Special Pack.

     

    Said Malay Dikshit, Tata Sky’s Chief Communications Officer: “It’s second nature for us Indians to be exact about the value for what we buy. The simple and humorous communication in this campaign makes use of this peculiar behaviour and lands the price, the pack details and value for money messaging – all in a few seconds. Through this campaign we are looking at targeting 70 mn cable TV households across the country.”

     

    Added Sukesh Nayak, Ogilvy and Mather‘s Chief Creative Officer, Ogilvy West: “To sell Tata Sky’s most popular and extremely competitive value pack, priced at just 199, we decided to play on the fun side of the struggle that a shopkeeper has to go through, when he has to return the change for such a popular pack.”

     

  • It aims to actively enable and empower young women to feel safe and confident

    Hamam unveils #GoSafeOutside campaign

    By A Correspondent

     

    Hindustan Unilever and Ogilvy Mumbai have launched a new campaign for Hamam – #GoSafeOutside.

     

    Said Harman Dhillon, General Manager, Skin Cleansing at HUL: “Hamam, as a brand trusted by 8 out of 10 households in Tamil Nadu, feels a sense of responsibility to make a positive difference not just to people’s skin, but also their daily lives. With our new #GoSafeOutside campaign, we want to help improve the sense of safety people feel when they are outside: by raising awareness, kick starting conversations and facilitating solutions.”

     

    Added Sukesh Nayak – Executive Creative Director, Ogilvy Mumbai: “Everyone must feel safe when they step outside the comfort of their home. Our campaign idea helps the brand Hamam play an active role in making lives safer. Hamam, with its new 360 degree integrated campaign, assures mothers that from here on, their safety is not just restricted to their skin because #GoSafeOutside is a campaign that reaches out to protect their lives just as the tagline states, You Safe, Your Skin Safe.”

     

  • The new campaign was launched alongside their latest interactive service 'Tata Sky Acting Adda' powered by FTheCouch (FTC)

    Tata Sky teaches everyone to act in latest campaign

    By A Correspondent

     

    Tata Sky has announced the launch of a brand-new ad campaign featuring actor Amitabh Bachchan. The new campaign was launched alongside its latest interactive service ‘Tata Sky Acting Adda’ powered by FTheCouch (FTC).

     

    To launch this service, Ogilvy & Mather conceptualised a campaign with the tagline ‘Bade Break ka BadaManch’using Bachchan. Shot by director Shoojit Sircar, the ad – a series of four TVCs – captures Bachchan’s transformation into a confident actor in a very simple yet extremely fun way.

     

    Said Malay Dikshit, Chief Communications Officer, Tata Sky: “This service caters to a much under serviced need of aspiring actors to get the much needed break as well as the need of casting experts to have a ready talent pool. The communication, which delivers a smile has the service woven into a beautifully simple story. Mr Bachchan and O&M have once again created magic for Tata Sky.”

     

    Added Sukesh Nayak – ECD, Ogilvy & Mather: “What better way to launch an acting school platform than have India’s superstar play a role of an ordinary man with a desire to act. We hope with this product, every Indian, no matter living where, now gets an opportunity to embellish his acting skills and show his talent on big stage.”

     

  • The campaign aims to bring new neighbours together using the power of food

    Ogilvy India and Ogilvy Pak join hands for Shan

    By A Correspondent

     

    Ogilvy India in association with Ogilvy Pakistan has unveiled a campaign for Shan Foods, one of Pakistan’s biggest brand of spices and recipe mixes. The campaign features a Chinese couple who have recently moved home, to drive home the point that sharing food can break all barriers and start new friendships.

     

    Said Sukesh Nayak, ECD, Ogilvy Mumbai: “Everywhere in the world the neighbourhood has changed. But the connection shouldn’t. This empowering story of a Chinese couple living in Lahore and finding new friends is great example of how barriers break with the taste of great food.”

     

    Added Nikhil Mohan, Vice President, Ogilvy Mumbai: “The new campaign for Shan is the outcome of a wonderful collaborative effort once again with our team in Pakistan, as well as a brave client who placed their full trust in the team. After the success of our last Ramadan campaign, we needed to come up with something that would once again strike an emotional chord with the viewer and the collaboration helped achieve just that.”