MxMIndia

Tag: Tejas Mehta

  • The mandate includes ATL, BTL, Digital, Social and Performance Marketing

    Future Generali gets WYP Brand Solutions as integrated agency

    By A Correspondent

     

    WYP Brand Solutions has been awarded a fully integrated creative mandate which includes ATL, BTL, Digital, Social and Performance Marketing for insurance firm Future Generali.

     

    Tejas Mehta

    Said Tejas Mehta, CEO, What’s Your Problem:“Though cluttered, the General Insurance category is under leveraged in our country. Thanks to multiple initiatives, the rise of online marketplaces, various other governing factors; category is poised for 15-20% growth.  Future Generali India Insurance with its challenger mindset and disruptive line up of products is perfectly placed to ride this wave. At WYP, we are always looking for opportunities to partner brands that are seeking disruptive solutions which help them solve unique problems and ways to overcome exciting challenges. We strongly believe disruption led by new age marketing is the key when it comes to challenger brands Thus we at WYP are thrilled to partner Team Future Generali.”

     

    Ruchika Varma

    On appointing WYP for the integrated marketing mandate, Future Generali’s Ruchika Varma, added: “We wanted a creative partner that will help us eliminate the monotony revolving around insurance messaging. The idea was to onboard a partner that could break down  complex products for the consumer and help drive category education, while at the same time create brand preference for Future Generali. With WYP, we found a partner who brought in a fresh approach which was in sync with the roadmap for the brand.”

     

     

  • A unique outdoor and digital campaign brings together India’s most influential travel photographers on a journey of exploration and discovery

    Johnnie Walker unveils #TheTravellingBillboard

    By A Correspondent

     

    Johnnie Walker has unveiled #TheTravellingBillboard, a first of its kind campaign that captures the live journey undertaken by a life=size billboard with the brand’s Striding Man logo across some of the most unchartered and exotic locations in India.

     

    Conceptualised by What’s Your Problem, #TheTravellingBillboard will travel to places which only a few people have visited, and also where no billboard has been before.

     

    Speaking about this campaign, Abhishek Shahabadi, VP and Portfolio Head: Premium & Luxury brands at Diageo India said: “Exploration has been at the heart of Johnnie Walker over its 200 years of being. The brand instigates exploration of the rich possibilities of our world to discover experiences that satisfy a thirst for life. Keep Walking is all about pushing boundaries to taste more out of life. This campaign celebrates this philosophy and is aimed at bringing to life the rich character of unchartered India through this exploration.”

     

    Added Ruchita Zambre, Group Creative Director, WYP, & Tejas Mehta, Strategy & Business Head: “The brief from the Diageo team came in to do an OOH led campaign. After studying the international work done by the brand, we all felt that a basic OOH campaign will never do. It had to do more, create conversations, engage consumers. This thinking led us to create #TheTravellingBillboard. An OOH that roams the country in search for unique vistas. Thus, pushing the boundaries of what a billboard campaign can be like. Completely in line with the brand’s philosophy of pushing boundaries. And WYP’s philosophy of coming up with solutions that go across media and are truly integrated. A campaign of this kind required collaborating with various partners – for fabrication, media plan, digital amplification, photography, innovation etc. The campaign hasn’t been easy to execute at all. But where’s the fun in easy, right?”

     

     

  • With this announcement, the agency will handle the communication mandate for the brand across media – mainline, social, digital and retail

    What’s Your Problem is Arrow’s creative agency

    By A Correspondent

     

    Arrow has appointed WYP as its AOR, entrusting the Mumbai-based agency with defining clothing brand Arrow’s overall positioning going forward.

     

    Said Sumit Dhingra, CEO, Heritage Brand Division – Arvind Fashions: “We were keen on partnering with an agency that balances strategy, consumer understanding and creative. We were quite taken in by WYP’s approach. Intoday’s age, it is important to work with an agency that knows and understands digital as a medium and WYP clearly comes with an idea and digital first POV. Having completed 25 years in India, it was important to choose an agency that helps build on the brand’s legacy while still appealing to the young working professional. We were clear that the solution lay in forging an emotional connect with the audience.”

     

    Added Tejas Mehta, Director – Strategy and Account Management, What’s Your Problem:”We’re excited at the opportunity to work closely with a premium menswear brand – one of the most iconic men’s shirt brand in the world. They were looking for a belief system that the brand could stand for, one, which the consumer emotionally connects with. More importantly, they understood that this connect would need a fully integrated approach. It’s been a collaborated effort with us, conducting workshops with the extended marketing team. And we’re now looking forward to creating some stellar work for the brand in the coming months. Exciting times!”

     

    Said Amit Akali, Founder and Chief Creative Officer, What’s Your Problem: “When we started WYP three years back, we were very clear that digital agencies got technology, but their weakness lay in strategy and consumer-led creativity. Mainline agencies unfortunately weren’t truly integrated or thinking digital first, which is why we believed that the agency that married strategy, creativity and technology would soon be the only agency a client needs – a staunch brand custodian. Winning the Arrow integrated AOR, with the client choosing one agency for all its mandates, is a testament to the belief we started out with.”

     

     

  • #StoryInEveryChild- their first campaign is already on air

    Arvind Lifestyle signs on What’s Your Problem as digital agency

    By A Correspondent

     

    Arvind Lifestyle has signed on What’s Your Problem as digital agency. As part of the mandate WYP Brand Solutions will work on Unlimited– the parent brand, plus some of the in-house brands, including international fashion label Elle.

     

    Said CS Shekhar, CEO, Unlimited: “We went with WYP because they are not a digital agency but in fact an agency for a digital world. The fact that they are a fully integrated agency which handles mainline mandates for most of their clients, ensures that we get integrated thinking, even if the medium of execution is digital. Today digital is a part of everything and everything is a part of digital, be it activation, retail or creation of brand love. More importantly, they come from understanding the consumer and then creating work that connects to them. The next few years are very important for our growth as a brand and we’re excited about partnering with What’s Your Problem, during the same.”

     

    Added Tejas Mehta, Director – Strategy and Account Management, What’s Your Problem: “We’re excited because the team at Unlimited is trying to build a fashion brand with a purpose, with a consumer insight at the heart of everything they do. Like us they believe that digital is just a medium and our thinking isn’t restricted to that. We’ll be focussing on creating ideas that connect with the consumers and more importantly get them from digital spaces to the store and interact with the brand.”

     

     

  • The intent is to drive meaningful conversations and solutions through content, said Republic TV CEO Vikas Khanchandani

    Republic TV signs on What’s Your Problem for AFPs & branded content

    By A Correspondent

     

    Republic TV has beefed up its content creation team by bringing on board What’s Your Problem, a part of Praful and Amit Akali’s Medulla WYP network. Other than conceptualising and creating content, WYP will also create content for Republic clients in the form of Advertiser Funded Programmes (AFPs) and branded content and properties.

     

    Vikas Khanchandani

    Said Vikas Khanchandani, CEO – Republic: “We are committed to our advertisers and partner agencies to give them pathbreaking content-led ideas and impactful deliveries via our television and digital platforms /assets. With Team WYP we’ve got some of the best creative minds and content thinkers in the world conceptualising for and with our clients. The intent is to drive meaningful conversations and solutions through content which gets talked about and creates brand love for our clients’ brands.”

     

     

    Tejas Mehta

    Added Tejas Mehta, Director – Strategy and Account Management – What’s Your Problem: “Since we are an integrated agency and not just a pure content creator, we start with the brand, what it stands for and then create solutions.  We began by defining what brand Republic stood for and how its content should differ from that of any other provider. Similarly, we take effort to understand every brand Republic works on, even conduct strategy workshops and only then suggest ideas. So you’re sure to get content which don’t just connect with the audience but very much come from the brand essence.”

     

     

    Amit Akali

    Said Amit Akali, Founder and Chief Creative Officer – What’s Your Problem: “It’s exciting to be associated with the country’s leading news channel – the scale we can achieve is exciting as are the clients and brands associated with Republic. Here’s looking forward to creating some great content for Republic and their clients.”

     

     

  • Conceptualised by What's Your Problem Brand Solutions Pvt.Ltd., the campaign is led by a social experiment followed by a web series that encourages parents to spend quality time with their kids

    Kores emphasizes on spending quality time with kids

    By A Correspondent

     

    As a leader in the clay category in India, Kores wanted to shift the attention from traditional ways of playing to creative and innovative ways of playing together with parents. The campaign aims at introducing this product to its target audience with a proposition that would make playing with clay a bit more meaningful not only for the kids but also for the parents.

     

    Said Amit Akali, Managing Partner & Creative Head and Tejas Mehta, Co – Founder and Director – Account Management and Strategy – What’s Your Problem: “We were clear that this is not about making a regular ad film. The insight is much deeper and needed a tool that would bring the insight alive beautifully. Research pointed out that parents do spend time with their kids but it is not always quality time. They are busy with their work and the kids are left unattended in spite of them being around. We wanted to highlight this fact and make people realise that some behavioural shift is required to spend quality time with kids.”

     

    Added Sameer Mehta, Executive Director – Kores India Ltd: “We are excited about the entire ecosystem that brings the product alive. We believe that this is one effective way to engage parents and kids and bring them to the table to innovate and play together. Also, each webisode helps build a unique piece that completes the carnival theme associated with the Do It Together Kits. These webisodes are panned across a period of five weekends to help parents inculcate a new habit of spending quality time with their kids. We also hope this eventually becomes a part of the daily routine and is adapted by schools too.”

     

     

  • Rich Feast and WYP team up for launching Yum Pie

    Yum Pie inculcates the value of sharing in latest campaign

    By A Correspondent

     

    Rich Feast has launched Yum Pie, which is a mixture of cake, flavoured fruit and chocolate. This product offering is available for Rs 5. As parents are constantly juggling between work and spending time with kids, they prefer buying them toys. Hence, What’s Your Problem arrived at the insight that children have become demanding and selfish. This film is an attempt by WYP to inculcate the habit of sharing.

     

    Said Amit Akali, Managing Partner and Creative Head and Tejas Mehta, Director, Account Management and Strategy – What’s Your Problem: “We knew perfectly well that this is not about making a regular ad film. The insight is a great (positive) challenge for us. The unattended kids start demanding toys. We wanted to tackle that fact so that they begin sharing and not just stubbornly asking parents for toys.”

     

    Added Huzefa Roowala, Director, Content and Creative – What’s Your Problem: “We wanted to create a film that would seamlessly introduce a new product to children as well as their parents and instil the goodness of sharing.”

     

    Said Amit Kumat, MD and CEO- Yum Pie: “Our new brand ‘Rich Feast’ marks our entry into sweet snacks category where we see a lot of untapped growth opportunity. With this, we will now get into a bigger macro-snack category from only being a salty snacks player. We intend to grow the Rich Feast brand further with new launches in the coming time.

     

     

  • She will work closely with Tejas Mehta, Co-founder and Director – Strategy and Business

    Leena Pirgal to head operations at What’s Your Problem

    By A Correspondent​

     

    What’s Your Problem Brand Solutions has announced the appointment of Leena Pirgal as Head of Operations to further strengthen its leadership team. She will work closely with Tejas Mehta, Co-founder and Director – Strategy and Business.

     

    Said Mehta: “I am delighted to add Leena to the WYP family. We at WYP have people from diverse backgrounds who bring in different strengths to the table, and that truly makes our solutions media-agnostic. In Leena we found a perfect fit to all things WYP. Like most of us, she’s a truly ‘integrated’ marketing person with experience in both digital and mainline advertising. In the past, she has played an instrumental role in not only managing strong client partnerships, but also steered brand management and communication strategies. She will lead operations on all our current and future partnerships at WYP.”

     

    Added Pirgal: “Coming back to advertising after a brief hiatus (for higher studies), I was very clear about the kind of agency I wanted to be a part of. The communication landscape has changed, obviously, and I wanted to be a part of a team that is creative, nimble and ambitious. I believe those three qualities will decide who wins in these changing times and with Tejas, Amit, Huzefa and the passionate team at WYP, I found all three in a good measure. Thrilled and happy to be a part of What’s Your Problem; I look forward to making a difference.”