MxMIndia

Tag: Sukesh Nayak

  • So in it's true spirit, this campaign is not just for Women's Day, it's for every day…every woman's day

    Sakshi Malik speaks for every woman in new campaign by Ogilvy Mumbai

    By A Correspondent

     

    To coincide with the International Working Women’s Day, JSW has used the occasion as an opportunity to celebrate the struggles and victories of every woman, every single day, in a campaign featuring Sakshi Malik #EveryWomanStrong.

     

    Sukesh Nayak

    Said Sukesh Nayak, Executive Creative Director, Ogilvy Mumbai said: “Janam se JananiTak supports every woman across small villages to stand strong. The idea of Sakshi saluting every Sakshi who fights like her every day and emerges a winner is a perfect way to launch the #EveryWomanStrong initiative.”

  • For the record, Ogilvy India already manages the Pulsar and Platina brands

    Ogilvy wins integrated creative mandate for Dominar 400

    By A Correspondent

     

    After a rigorous pitch process lasting more than two months, Ogilvy India has won the business of Bajaj Auto’s Dominar. The size of the account is not yet known but the bike’s launch is expected to be accompanied with an aggressive marketing activity. Ogilvy already manages Bajaj’s Pulsar and Platina brands.

     

    Commenting on the development, Sumeet Narang, VP Marketing, Bajaj Auto Ltd said: “Dominar has been one of the most awaited launches. It will be the biggest and most technologically advanced bike from our stable and we expect it to take motorcycling in India to a next new level. We therefore wanted a concept that was unusual yet something that bikers could connect well with. We found the idea presented by Ogilvy meeting that expectation and having sufficient play for future build ups.”

     

    Added Abhik Santara, EVP,Ogilvy Mumbai: “This win is really special. It is about creating a whole new world of biking, something which we had done for Pulsar many moons back.   Sumeet gave us a very clear brief on this and the chances of misinterpreting it were practically zero, which made the pitch process even more difficult. Our strategy and creative had to be sharp like a razor to stand out. We are proud that we had both, and more importantly, a client who spotted it in one shot. The Ogilvy team working on Bajaj across planning, servicing and creative (quite a few of them are avid bikers) had the most satisfying time working on this pitch and are now fully gearing up to manage the launch.”

     

    Said Sukesh Nayak, ECD, Ogilvy Mumbai, who believes that this was one of the sharpest and yet toughest briefs to crack: “We knew the feeling it is needed to evoke with the rider and yet find a cut which is never done in the biking world. But once we had cracked the idea, we knew it. There was no looking back from there and it is one of those rare cases where the pitch campaign is being produced for the final launch. Fingers crossed, this will surely make bikers take note.”

     

  • Campaign highlights the brand’s relevance in daily life by recreating ‘Moments of Love’

    Tata Sky celebrates special moments with new campaign

    By A Correspondent

     

    Tata Sky has rolled out its latest campaign showcasing its multiple products & services. The integrated campaign was launched alongside the ninth edition of Indian Premier League (IPL) 2016.

     

    Titled ‘Pyar Jingalala’, the advertisements in the campaign bring to life beautiful moments of love Tata Sky can re kindle among couples in all walks of life and across towns. The plethora of services available to a Tata Sky subscriber are woven into small yet multiple stories of couples experiencing moments of love thanks to their Tata sky connection.

     

    “The idea was to take brand love a step further by highlighting the role Tata Sky plays in the lives of people across the country. How its innovative services and offerings help couples connect with each other better as they sit in front of their Tata Sky box for their daily dose of entertainment,” says Tata Sky Chief Communications Officer, Malay Dikshit.

     

    Actve English: Tells a story of a newly married couple conversing on the phone. In the film, the small town wife pleasantly surprises the husband by speaking romantic lines in English. The ad reveals Tata Sky Actve English as the string tying this moment together.

     

    Daily Recharge: Tells a story of the middle aged couple out for an evening walk. The wife wonders out aloud that how come her husband who usually remembers everything doesn’t remember the shop for Tata sky daily recharge. To which the husband instantly replies, “Agar yaad rehti, to tumhare saathai se chalneka chance kahamilta.” Amazed, the wife breaks into a smile and holds her husband’s hand and starts walking.

     

    Actve Fitness: Here a senior citizen is vigorously exercising, when the wife walks in concerned, asking ‘What are you doing?’ To which the husband replies, that she keeps complaining about how much he keeps troubling her. So if he exercises and stays fit, he can trouble her for a few more years. This leads to a charming outburst from his wife to which her playful husband can’t help but smile. The ad ends indicating Actve Fitness and the line ‘Iskolagadala to Pyaar Jingalala’

     

    Ogilvy and Mather‘s Creative Director Sukesh Nayak says, “The campaign is based on a powerful insight that every day, couples across the country tune in to watch their favourite programs together. We used this insight to come up with an campaign idea that celebrates the love that Tata Sky helps rekindle every single day. The challenge was to bring alive the magical moments of love, re kindled through Tata Sky, through minimal scripting, with expressions taking centerstage in each story.”

     

    Tata Sky is also rolling out South Indian versions of the campaign soon in Tamil, Telugu, Kannada and Malayalam. The campaign brings brilliant actors, some known (Patralekha, Rahul Bagga, Manish Chaudhry) some forgotten faces (Suchitra Krishnamoorthy, Vishwa Badola) on screen.

     

  • What was to be achieved was a behavioural shift, hence it went beyond the 30 sec format of advertising

    Tata Sky’s an-ad-a-day approach casts its spell on the viewers

    By A Correspondent

     

    With the aim to achieve maximum reach, Tata Sky has launched a unique offering – Daily Recharge which allows consumers to recharge their DTH subscription just at Rs. 8 daily and get all their desired channels on that day.

     

    The consumer in towns and villages are value conscious. This consumer in most regions still perceives the DTH category as premium and expensive, as compared to the local cable. Tata Sky’s Daily recharge in this case tackles this barrier by providing an entry to the world of quality television viewing at a price lesser than any MSO or DTH player in the world. Not only in small towns and villages, also the urban metros, Daily Recharge will become a huge incentive for consumers to shift from Analog to digital, thereby adding to the cause of digitization.

     

    For such a unique product the campaign too had to be innovative. What was to be achieved was a behavioural shift, hence it went beyond the 30 sec format of advertising as it would have left the consumers with a new piece of information but would have failed at engaging them. The challenge was to amplify the everyday usage of the brand and thus the benefits associated with it.

     

    Thus the product was launched with a unique love story that promotes everyday usage in an interesting manner. The promise: “Daily milenge toh pyaar to hoga hi” is a simple expression of the product benefit and the brand promise. To further reinforce daily usage the campaign evolves over multiple episodes. Set in a small town in Kashmir, the multiple episodes slowly unravels how the product works and intelligently amplifies the benefits of Daily Recharge, through Mannu (Prit Kamani) and Neelu (Himani Sisodiya) the protagonists of the love story.

     

    Sukesh Nayak

    Sukesh Nayak, Executive Creative Director, O&M Advertising said: “The product was innovative so the creative idea had to be innovative. For daily recharge we came up with an idea of daily love story. Every day the love story unfolds itself with a new film on national television. The campaign is interactive. The boy and girl update their social profile on daily basis as the story unfolds. People also end up helping the boy decide what to do next every single day to take the love story forward through an immersive digital experience.”

     

    Commenting on Tata Sky’s new campaign launched with the IPL, Malay Dikshit, Chief Communications Officer, Tata Sky said: “For the first time, we have advertised during the IPL as it provides the continuity needed by the daily format of this campaign. The brand promise of ‘Daily milenge toh pyaar toh hoga hi” is a simple expression to stay connected with the viewers on a daily basis with our convenient offering. The brand needed to reach out and communicate to a set of audience that are spread across various geographies of the country and still have an affinity with the existing subscribers. O&M has beautifully brought alive this journey with the help of this addictive love story.”

     

  • The video by O&M, Mumbai, captures the key role that delivery boys play in an e-commerce ecosystem

    Google pays tribute to e-commerce delivery boys

    By A Correspondent

     

    Acknowledging their efforts and considering the thankless nature of the job, Google decided to celebrate the spirit of the delivery boys, the unsung heroes of the e-commerce ecosystem. A special gift in the form of a customised helmet with their name on it was delivered to the homes of these delivery boys.

     

    Said NavinTalreja – President, Mumbai & Kolkata, Ogilvy India: “Brands with a social conscience and a sensitivity to the ecosystems that make them work are being preferred (loved) by consumers across the world. Google is one such brand which has led many such initiatives. #SpecialDelivery is a special gesture by Google for the delivery boys who bring parcels of happiness to homes in India.”

     

    To encapsulate the entire activity, a short video which showcases the life of the delivery boy was commissioned.

     

    The objective of this activity was to simply urge people to say, “Thank you”, to these heroes. And make it a #SpecialDelivery. The helmet was not just personalised but also visually designed to celebrate their journey.

     

    Reasons Sandeep Menon, Director, Marketing, Google India: “The Great Online Shopping Festival (gosf) was a roaring success in 2014, with all partners seeing great engagements across product categories. We got a total of 1.4 crore visits to the site and the user engagement is up by 7 times compared to last year. All this was made possible due to collective efforts of all our partners. And this video is a small gesture to thank the unsung heroes who keep the wheels of this growing industry moving.

     

    Added Sukesh Nayak, Executive Creative Director, Ogilvy India: “Today, we all shop online and enjoy the comfort of it. But somewhere we forget to acknowledge the most important person in this – the delivery man. Our idea was to recognise them and thank these faceless people. The helmet was not just personalised but also designed to visually depict their amazing journey. The expression on their faces when we delivered this at their doorstep was just priceless. It made us realise, that a little thank you goes a long way.”

     

    CREDITS

     

    National Creative Director: Rajiv Rao

    President, Mumbai & Kolkata: Navin Talreja
    Executive Creative Director: Sukesh Nayak
    Head of Planning, Mumbai: Kawal Shoor
    Senior Creative Director: Talha Nazim, Manasi Kadne

    Art Directors: Nobin Dutta, Noothan PR

    Copywriter: Aratrika Rath

    Business Head: Hitesh Patel

    Account Management: Kunal Rasania, Madhavi Unni

    Production House: @Asylum

    Director: Raaj A Chakravarti

     

  • The launch of the app coincides with the most awaited football series of the year – FIFA World Cup 2014

    Tata Sky unveils popular app around FIFA WC

    By A Correspondent

     

    DTH player Tata Sky has launched its popular application Everywhere TV on PCs (laptops and desktops) on the eve of FIFA 2014. The Tata Sky ad campaign, announcing the launch of the app coincides with the most awaited football series of the year – FIFA World Cup 2014, which can also be viewed live on Tata Sky Mobile app.

     

    The campaign speaks to at all the football fans in India who don’t have a second TV at home and could end up disturbing their family members by watching FIFA on the common TV in the middle of the night. It shows how football fans can now enjoy their favourite matches on their laptop, anywhere, without disturbing anyone else.

     

    One of the ad films features a husband watching the match on his laptop, sitting in the bathroom to avoid disturbing his wife. Only when he cannot contain his ecstatic appeals on the football match, does the clueless wife get up and locate him. Similarly the other ad film shows a surprised mother coyly walking into her teenage son’s room, when she hears the boy celebrating a ‘Go…go…Goal’ sitting in the cupboard of his room.

     

    Vikram Mehra, Chief Commercial Officer, Tata Sky said, “The Everywhere TV service launch has been timed just before the football World Cup, to ensure that home laptop doubles up as the 2nd TV at home, thus allowing youngsters to watch late night football matches on their laptops with headphones without disturbing their entire family.”

     

    Sukesh Nayak, Executive Creative Director, Ogilvy& Mather also commented on the ad campaign, “If one observes a typical football fan we see that he is not the one to hide his excitement, whether it is his happiness at a goal scored or his anger against a wrong move. Taking this insight we created messaging for Tata Sky Mobile App that lets you watch the live telecast of FIFA World Cup on laptop and other devices. The message was very simple; you could hide and see football but your excitement will still give you away.”

     

  • Upclose with Sukesh Nayak, Group Creative Director and the writer of the Google ad that has been receiving rave reviews since it was released last month

    Ogilvy’s most envied: The Google Ad

     

    A quick chat with Sukesh Nayak, Group Creative Director and the writer of the Google ad, that has been receiving rave reviews since it launched last month. Sukesh and team were awarded the ‘Most Envied’ Envie award held on Monday, Dec 16 in Mumbai.

     

    So would you rate winning the ‘Most Envied’ award as the ultimate accolade?

    Yes, I personally admire the work of various members of the jury. And the fact that they chose this for the award is a great recognition.

     

    And how has the ad done for your client?

    Oh fantastic. It is really unfortunate they couldn’t make it for the Envies. The head of marketing was supposed to come down. From the conversations we’ve had with them, it’s been amazing.

     

    We saw Piyush in tears…

    Oh, he has been crying since he has seen the offline version.  He is my mentor. I wanted to get into advertising  ever since I saw his Fevicol ad when I was in college. I gave up banking for this. I am so happy today, It has been one of the best decisions I have made in my life.

     

    Tell us about how the ad came about

    Well, I wrote the film. And of course along with the entire team which was on stage. We had around five scripts we were pitching for this project, and this was one of them. As an agency, Keenu (Abhijit Avasthi) and I felt that this is the film that we would recommend if the client asks us ‘Which one do you recommend’. Luckily for us, that question never come because even they as a team came back saying this is film we want to do.

     

    Once the basic script was there then everybody I think I would credit every single person in the team. You know there are small little nuances if you have seen the film. Things like search… .So the basic script is there now everybody has got into it, I have got help from the planning people, I’ve got help from the account management people.

     

    But the film I wrote was only 85 per cent of what you see. The rest was added by the director, Piyush himself, Keenu… a great team effort.

     

    We saw Amitabh Bachchan having a long chat with you on stage?

    Oh, he was asking whether I have any personal memories or any family history of Partition.. how could you write something like this.

     

    And so what did you say?

    I was telling him about how a friend’s friend from my school in Dehradun who was in Delhi and how his grandfather came to India overnight, with nothing in hand. Today, he is a big industrialist in Delhi.

     

    The ad is a rage in Pakistan too…

    Yes, I heard that. You know we knew we had a good film, but we honestly had no idea that this is what it would become. It is very overwhelming for me personally because as you know in our business it’s all about…what are you going to do next.

     

    So what are you going to do next?

    I am screwed. It’s a great feeling. It feels awesome. But to beat this is going to be tough.

     

    Any thoughts of getting into big bad world of Bollywood?

    Honestly, haven’t thought about it. I think the best part of my job is being able to tell a story… whatever be the medium. That is something I really enjoy. I haven’t really thought about anything beyond this, because I am loving it so much. I am at my desk at work at 9am. I am the first guy in office because I just love to go there and work. That way, I get two hours of a clear window to work…then I do admin work the whole day.

     

    Hmmm.

    Like I told you, I was not meant to do this, I was doing something else in my life. I got into this by complete fluke. And I am really thankful to people who gave me break. I It’s the best job I can ever have. Like Mr Bachchan said: you enjoy it, you just get better at it.

     

    More reports on Ogilvy’s Envies tomorrow