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Tag: Sumanto Chattopadhyay

  • The campaign is conceptualised by 82.5 Communications (Mumbai)

    Bisleri camels are back

    By A Correspondent

     

    The Bisleri camels are back in a brand new avatar. It may be remembered that ‘Samajhdaar Jaante Hain’ campaign had launched in 2018.

     

    The latest campaign features Baadal, the camel, promotes the message of safe home delivery of Bisleri. Designed exclusively for the digital medium, the videos talk of issues ranging from long queues outside shops to the concerns of impurities in drinking water in the monsoons.

     

    Conceptualised by 82.5 Communications (Mumbai), an Ogilvy group company, the campaign delivers the simple message of home delivery in a humorous, clever and creative way. Three more films conveying this message will be released in the coming week.

     

    Said Anuraag Khandelwal, ECD and Creative Head (Mumbai), 82.5 Communications: “The challenge of creating this campaign was that we could not shoot. And we did not want to sound opportunistic. The idea was to tell stories that inform and entertain in truly Bisleri style. And so, we came up with – Don’t worry, ab ghar aayegi Bisleri. This was yet another satisfying and fun campaign to create.”

     

    Added Samrat Bedi, President (Mumbai), 82.5 Communication: “Consumers are increasingly evaluative of their consumption habits now more than ever. Besides, the promise of safety and purity have become front-of-pack conversations and non-negotiable too.

     

    Said Anjana Ghosh, Director of Marketing and Business Development, Bisleri International: “During these past few months, consumers have faced real constraints in accessing basic essentials on account of lockdown – the supply chain was disrupted, essential shops remained shut, people were required to wait in long queues with the risk of overcrowding, they were unable to manage work from home schedules as they had to step out to get their basic needs in place. Water being an essential need, Bisleri understood the challenges consumers were facing at a very early stage of the lockdown period and was able to offer solutions quickly by facilitating direct and safe home deliveries.

     

    One more quote. Said Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications, India: “When you have spokespersons that are this unique, they remain an effective mouthpiece whether in flesh and blood or as animated characters. May we present to you the Bisleri campaign sequel — with Baadal the animated camel!”

     

     

  • 82.5 Communications is the creative advertising partner

    Hero Lectro launches e-cycles with digital films

    By A Correspondent

     

    Hero Lectro has successfully launched its e-cycle range with a series of digital films with 82.5 Communications as partner.

     

    Said Sumanto ‘The English Nut’ Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications: “The Hero Lectro is the perfect product for the times we live in—keeping you healthy while getting you to your destination smoothly. Our campaign seeks to deliver this relevant message with simplicity and a touch of style.”

     

    Added Chandana Agarwal, President North, 82.5 Communications: “We are delighted to partner with Hero Lectro, a business won by us recently. An electric cycle is often the smarter answer to some of the issues faced by most of us. Therefore, this campaign aims to address the very real needs of real people; Be it the need for personal mobility, the need to be fit despite life’s constraints, the need for a more reasonable cost of ownership, or simply the need to move in a more eco-friendly manner – Hero Lectro is the answer to these problems, and so much more. It truly does allow an individual to move at their will in every sense.”

     

    And this is what Preeta Mathur, Group CD, North, 82.5 Communications said: “The campaign idea Move at your will intends to give the riders the sense of freedom they would get when they choose an e-cycle.  Our films show everyday people having honest conversation about how choosing Hero Lectro is helping them stay fit and commute at their will.”

     

    No more quotes. Watch the film.

     

     

  • The creative for Gold Water Shield cement has been crafted by 82.5 Communications

    Drama kyon? ACC asks in new campaign

    By A Correspondent

     

    Ashish Prasad

    Construction major ACC Limited has rolled out a new digital-first campaign for its product – Gold Water Shield, a water-repellent cement.  It has been conceived by 82.5 Communications.

     

    Speaking about the Gold Water Shield campaign, Ashish Prasad, Chief Marketing Officer and Strategic Initiatives, ACC Limited, said: “ACC has always been an innovator at heart. Gold Water Shield is our testament to that. With such a compelling USP, we decided to talk about it straight up, without frills and drama.”

     

    Sumanto Chattopadhyay

    Added Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications: “When you have a product as good as gold and a reputation to match, you can afford to say it like it is. Surprisingly few brands have the stature to carry off this straight-shooting approach, making our communication unique.”

     

    Said Kapil Arora, Co-Chairman and CEO, 82.5 Communications: “ACC is a pioneer in cement manufacturers in the country. And with Gold Water Shield, they’ve introduced yet another extremely relevant offering for Indian consumers looking to avoid leakage problems,

    Kapil Arora

    right from the time of construction. We’ve seen the product in action ourselves and also spoke to consumers who had used it and now swear by it. That’s where the inspiration of the un-ad came from. No drama. Only delivery. With ACC Gold Water Shield.”

     

     

  • It is titled ‘#JeeruInside #JeeruOutside’

    82.5 Communications and Xotik Frujus release new campaign for Jeeru

    By A Correspondent

     

    Jeeru, the Jeera Masala drink from the house of Xotik Frujus, has a new campaign conceived by by 82.5 Communications. It is titled ‘#JeeruInside #JeeruOutside’.

     

    Said Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications: “It’s wonderful when a brand gives you the opportunity to be whacky — in a relevant way, of course. We had fun creating this campaign. Fun that should lead to great results! Cheers to Jeeru! Cheers with Jeeru! Inside. And outside.”

     

    Added Kapil Arora, Co-Chairman and CEO, 82.5 Communications: “The monsoon always brings about mixed emotions. Some love the rains, others love to hate it. With this fun campaign, we wanted to reiterate, whatever your stance this monsoon – make the moment more refreshing, with Jeeru. Inside or outside.”

     

     

  • The campaign is supported through TVC, Print and Outdoor media, as well as a series of quirky short films released on the digital medium

    82.5’s campaign for Himalaya Purifying Neem Wash

    By A Correspondent

     

    ‘Pimple-free, healthy skin ka expert’ is the latest campaign for Himalaya Purifying Neem Face Wash conceived by 82.5 Communications, Bengaluru. The campaign is supported through TVC, Print and Outdoor media, as well as a series of quirky short films released on the digital medium.

     

    Said Rajesh Krishnamurthy, Business Director-Consumer Products Division, The Himalaya Drug Company: “Himalaya has been a pioneer in offering safe, effective and trusted skin care solutions for decades. Himalaya Purifying Neem Face Wash is one of our flagship skin care products that has gained the trust of many consumers to discover ‘pimple-free healthy skin’. In this campaign we have introduced certain visual gestures for healthy skin that every teenager would aspire for.”

     

    Added Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications: “When you have a great product and a successful continuing campaign, the pressure on the agency is to live up to them. I think we have succeeded in bringing new relevance to the communication, which will aid young girls in clearing their confusion — and their skin.”

     

    Said Naveen Raman, Senior VP & Branch Head, Bengaluru, 82.5 Communications: “Being the market leader in a category comes with a set of responsibilities. This strategy was thought through, keeping in mind the current scenario and looking at the consumer’s expectation from an anti-pimple face wash. Himalaya Purifying Neem Face Wash has always been the go-to brand for taking care of pimples. The need of the hour was to underline the delivery of ‘Healthy Skin’ with emphasis on the expertise of Himalaya and the science that goes into its products.

     

    Given the lockdown shooting the film was a challenge, which, notes the communique, was effectively executed by V K Prakash from Trends Adfilms.

     

     

  • Uses’reverse poetry’ to spread the message of reversing the damage we have caused to our planet

    Luminous & 82.5 campaign on World Environment Day

    By A Correspondent

     

    It was World Environment Day on Friday, June 5 and inverter-makers Luminous unveiled a campaign by the Ogilvy group’s 82.5 Communications.

     

    Said Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5: “We thought it apt to use the device of ’reverse poetry’ to spread the message of reversing the damage we have caused to our planet. This message is more relevant than ever this year as we have experienced both the ill-effects of a ‘disturbed nature’ as well as proof of how quickly it regenerates when left in peace.”

     

     

  • #LockdownWaaliMaa celebrates unexpected mothers

    Jeeru salutes the maternal instinct in adversity

    By A Correspondent

     

    Jeeru, a jeera-based drink from Xotik Frujus, has been engaging with consumers and fans on different digital platforms during the lockdown period. Starting Mother’s Day, Jeeru has launched a new campaign, #LockdownWaaliMaa celebrating unexpected mothers – people who are displaying their inherent maternal instincts and caring for others, during the lockdown.

     

    Speaking about the idea, Rajeev Sehgal, Chairman, Xotik Frujus said: “In these unprecedented times the positive thing we are seeing is people stepping up to help each other by being more caring in so many ways. There is no better caregiver than one’s mother and in these times of lockdown, all of us are embracing the qualities and strength of a mother. Taking inspiration from our daily lives, we decided to dedicate and give a refreshing salaam to our #LockdownWaliMaa. Happy Mother’s Day.”

     

    Added Sumanto Chattopadhyay, Chairman and CCO, 82.5 Communications: “What makes this film different is that it focuses not on ‘real’ mothers but their ‘stand-ins’. If all of us could provide a bit of ‘maternal affection’ to those around us in need of it, the world would be a sweeter place.”

     

     

  • Himalaya and 82.5 Communications have created a digital film to introduce the new range of hand wash

    For Himalaya, Namaste is the way to go

    By A Correspondent

     

    Himalaya and 82.5 Communications have created a digital film to introduce the new range of hand wash and sanitisers – Himalaya Pure Hands.

     

    Speaking about the film, Philipe Haydon, CEO, The Himalaya Drug Company, said: “This film captures the beauty, essence, and great wisdom of our Indian greeting, Namaste. Today, as we practice social distancing, the phenomenal knowledge and wisdom of this greeting holds great value in our lives. At Himalaya, we have always been inspired by our rich heritage. We hope that this film spreads love and happiness as well as keeps you all safe. Stay safe, stay healthy. Namaste from our hearts at Himalaya to yours.”

     

    Added Sumanto Chattopadhyay, Chairman and CCO, at 82.5 Communications: “The Namaste is such a beautiful yet practical gesture with so many layers of meaning. It is wonderful to make this film for Pure Hands as a vehicle to spread the message of the Namaste—a message that is all the more meaningful during the pandemic.”

     

     

  • The film features a contractor Dhaniram and his daughter, as the key protagonists

    ACC celebrates eco-friendly Holi

    By A Correspondent

     

    ACC has a digital film promoting eco-friendly Holi celebrations. Conceived by 82.5 Communications and produced by Brooomsticks, the film features a contractor Dhaniram and his daughter, as the key protagonists.

     

    Said Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications: “One eco-friendly act can inspire many more. Just as Dhaniram inspires his daughter to find an ingenious way to play an organic Holi, I hope ACC’s range of eco-friendly products inspire thousands of home-builders across India to create eco-friendly homes.”

     

    Added Ashish Prasad, Chief Marketing Officer, ACC Limited: “ACC is among the first of Indian companies to include a commitment to environmental protection as one of its corporate objectives. ACC has always been committed towards sustainability and towards practices that progressively draw lesser natural resources. Our concrete bricks and blocks, no curing plaster and one of our premium cements are a testament to our ‘Karein Kuch Kamaal’ philosophy. With this film, we hope to have raised awareness about the need to play a safe and eco-friendly Holi.”

     

     

  • The agency has bagged nine clients in the recent past. And it’s won several awards, including the mother-of-all, the Grand Effie at the recent Effie’s Awards

    82.5 celebrates anniv, with many wins and awards

    By A Correspondent

     

    It was a celebration with a difference. The media was invited to a potluck, with senior staff from the now-not-so-new 82.5 Communications. So Chairman and Chief Creative Officer Sumanto Chattopadhyay brought in some Kosha Mangsho (Bangla Mutton Curry) made by his all-new Bong cook. Co-chairman and CEO Kapil Arora brought in some Chholay Masala and pickle and green chutney. Some amazingly tasty kheer with understated sugar by Mayur Verma. Samrat Bedi brought in the cake. As did WPP’s CFO in India Inigo Franco. And so on.

     

    The objective was to celebrate the first anniversary of the Ogilvy group’s 82.5 Communications. Piyush Pandey, Chief Creative Officer, Worldwide & Executive Chairman, India, The Ogilvy Group was in the house, and sitting along with Arora and Chattopadhyay to speak to the media.

     

    So well among other things, the agency has bagged nine clients in the recent past. And it’s won several awards, including the mother-of-all, the Grand Effie at the recent Effie’s Awards.

     

    It may be recalled that last year, Soho Square, the second agency from the Ogilvy India stable, was relaunched as 82.5. The new agency also subsumed all of Bates’s business.

     

    We asked both Pandey and Arora about why the Bisleri entry that bagged the Grand Effie wasn’t entered as an Ogilvy group entry. Had they done that – as some other agencies also club the work of their group, Ogilvy would’ve been a solo #1 and not having had to share honours with McCann. To be fair, in Effie’s 2014 too, Ogilvy was #1 and Soho Square with #5 and had bagged the Grand Effie for the Bharatiya Janata Party (BJP) election campaign. So the policy to give the smaller sibling agency a distinct identity is not new.

     

    Here’s what Arora said to the media:

    While Sumanto spoke to you about our work, our creative talent, our accolades, I would also like to shine a light on where we are on the individual things we set out to achieve in the last year:

     

    1. Build a profile of interesting India first businesses that resonates with our positioning.  90% of our client mix comprises India-first clients.  We also have global brands come to us, like Milo, which wanted a Tamil Nadu-out insight reflected in their work.  So they too see value in our India first expertise and approach.

     

    2. Open platform model – as a small outfit, it made absolute sense to keep brand custodianship, strategy and content expertise in house, while working with partners to offer allied services in media, social, PR, retail and activation.  In implementing that model, we had a few learnings and have since pivoted to build that circle of partners within WPP alone.  This helps us retain better quality control and ownership for our clients and a move like the WPP campus really aids is in that regard.

     

    3. Language first – we’ve already built in house language thinking expertise beyond Hindi and English, starting with Bengali, Marathi and Tamil.  This repertoire will continue to increase through a mix of in house talent and a circle of friends from the local film and theatre circuits

     

    4. Business – I’ve been here six months and I can tell you the energy has been electric.  Our mandates with our largest clients ITC, Himalaya, ACC, Bisleri have significantly strengthened.  We’ve won 9 of our last 11 pitches.  And bagged mandates from Nestle Milo, a few dairy projects with them as well, IDBI bank, Haldirams North, Hero Lectro, a few brands from the RSPL group, Campus Shoes, Pearson education and Jeeru – a jeera-based carbonated beverage right here in Mumbai.

     

    5. Elbows in approach to brands – with the coming in of Rishabha Nayyar, our National Planning Lead, he’s championed a whole new elbows in approach of getting to know consumers under the skin.  Every client-facing employee is encouraged to meet consumers one on one, before reaching the solutioning stage.  Little wonder that clients are looking at us for more upstream conversations, including a few strategy-only mandates, like FirstCry.

     

  • Mathur will head creative for 82.5 Delhi

    Preeta Mathur is GCD at 82.5

    By A Correspondent

     

    Preeta Mathur

    82.5 Communications has announced the appointment of Preeta Mathur as Group Creative Director, 82.5 Communications. She will be is located in Delhi and will head creative for 82.5 Delhi.

     

    Said Sumanto Chattopadhyay, Chairman & Chief Creative Officer: “Preeta Mathur joins us as the new creative head of 82.5 Delhi. With two decades of experience at agencies like JWT, DDB and Grey, she has worked on Adidas, Nestlé, Pepsi, Marico, Hero Honda, GSK, UNICEF and USAID, amongst other brands.  She considers herself an insight miner and was keen to join 82.5 because our India-first positioning appealed to her. I look forward to Preeta taking the 82.5 Delhi creative product to the next level.”

     

    Added Kapil Arora, CEO and Co-chairman, 82.5 Communications: “In Preeta, we found a happy human being, who believes as much about building a great work environment, as the work itself. She is rooted in consumer insight and has the wings to deliver ingenious creative solutions for our fantastic set of clients at 82.5 Delhi. I look forward to Preeta and Chandana Agarwal making our formidable Delhi offering even stronger.”

     

     

  • The mithai and namkeen major is also a big exporter and caters to the Indian diaspora based in the US, UK, Europe, Middle East and Australia

    Haldiram’s appoints 82.5 as its creative partner

    By A Correspondent

     

    82.5 Communications has won the advertising mandate for mithai and namkeen major Haldiram’s (North). Haldiram’s is also a major exporter and caters to the Indian diaspora based in the US, UK, Europe, Middle East and Australia.

     

    Sumanto Chattopadhyay

    Speaking on the win, Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications said: “It is a privilege to partner Haldiram’s in their communication endeavours. Haldiram’s set the benchmarks for the heights that Indian entrepreneurship can reach, an achievement that resonates with the spirit of 82.5.”

     

    Pankaj Agarwal

    Added Pankaj Agarwal, Managing Director, Haldiram’s: “We were impressed by some of the work done by 82.5 Communications for their other clients and we hope that they create some superlative work for our brand as well.”