MxMIndia

Tag: Thoughtshop

  • The agency has provided end-to-end services to Bayer, from planning, strategy, conceptualization to film production

    Thoughtshop to handle Bayer’s hybrid rice seed brand

    By A Correspondent

     

    Thoughtshop Advertising has bagged the creative mandate for life science company Bayer. The agency has provided end-to-end services to Bayer, from planning, strategy, conceptualisation to film production and execution across television, print, radio and digital platforms.

     

    Commenting on the win, Vipin Dhyani, Founder and Chief Creative Director, Thoughtshop Advertising & Film Production said: “We are honoured to be a part of the Bayer family, a global leader in the agriculture and health care space. We felt fortunate as client showed immense faith in us and bought very bold concepts in contrast to the Agri industry. As the TVC has received positive responses across key markets, we are now charging forward to deliver more riveting offerings for the brand across various mediums.”

     

    Added Jayston D’souza, Bayer`s Head of Marketing Communication:  “Thoughtshop has done a very good job on the TVC right from the concept to managing the technicalities, it was impressive. With Thoughtshop’s quality body of work and their in-depth understanding of our brand, the industry and creative requirements, we believe we have found the right partner to assist us in highlighting our brand and key messaging across our core target audience.”

     

     

  • The ads starring the Airtel ads girl Sasha Chhetri emphasise on the protection against the increasing Ransomware attacks

    Quick Heal’s new campaign on risks of free antiviruses

    By A Correspondent

     

    Pune-based Quick Heal Technologies has released an ad campaign to draw the attention of consumers towards the risks associated with free antivirus solutions. Targeting the youth and working professionals in its TVCs, Quick Heal aims to create awareness on the security threats which a free antivirus product is not capable to mitigate as against the protection guaranteed by a antivirus solution which is purchased, such as; safe banking, privacy protection, anti-ransomware, anti-phishing, enhanced firewall and web security.

     

    Speaking about the conceptualisation of the ad, Sanjay Katkar, MD and CTO, Quick Heal Technologies Limited, said, “Our observation has been that there is lack of awareness on the risks of using free antivirus software. Secondly, there are numerous users who are using a free antivirus solution assuming that there data, devices, communications and transactions are safe. ” He further added; “Our objective of creating these ads was to create awareness on the need for multi-layered protection on devices in the ever evolving security threat landscape; which is not assured by free antivirus solutions.”

     

    Additionally, owing to the current scenario of demonetization which has given a boost to the adoption of online banking and high use of mobile phones for banking transactions and digital payments; it is all the more important to have robust multi-layered protection installed on the devices.

     

    “IT security threats are evolving rapidly and are growing in complexity. This is the major reason why antivirus solutions providers like us are constantly innovating to offer solutions that counter these threats and are able to protect our consumers’ valuable data and hardware.” adds Katkar.

     

    “With these ads, we are reinforcing Quick Heal’s expertise to combat the most prevalent IT and network security threats. We identified Sasha Chettri to drive this campaign for us because we wanted someone who can connect better with our target audience and has a mass appeal. We found her relevant considering our objective was to reach out to the youth and professionals and explain our technology to them”, added Katkar.

     

    Created by Thoughtshop, a Mumbai based advertising agency which Quick Heal has partnered since July 2014, the ad was conceptualised based on the insight that youngsters prefer easily available free solutions while working professionals require flexibility with their devices which in turn compromises the security of their data and hardware. It is a perquisite for youngsters and working professionals to secure their systems and devices with a robust antivirus solution.

     

  • Parle Products handsover its advertising biz to Thoughtshop

    Thoughtshop bags creative mandate of Melody

    By A Correspondent

     

    Taking forward the iconic thought, ‘Melody  itni Chocolaty kyon hai?’, Parle plans to air its new TVC commencing from January 23, 2016.  The TVC is conceptualised by Vipin Dhyani, Founder and Chief Creative Director, Thoughtshop Advertising & Film Productions.

     

    Following a multi-agency pitch, Parle Products appointed Thougthshop to create its new communication for Melody. Driving on its iconic tag line, ‘Melody itni chocolaty kyon hai… Melody khao khud jan jao’, the agency emphasises on the rich caramel based layer and chocolate core reminiscing the chocolaty taste.

     

    On handing over the Melody business to Thoughtshop, B. Krishna Rao, Deputy Marketing Manager, Parle Products states, “We aim to increase the brand recall through the new communication strategy targeting the youth. The purpose is to create the chocolaty urge by breaking a monotonous situation with a humorous twist. In association with Thoughtshop, we plan to roll out the campaign through TVC, Print and Radio”.

     

    Commenting on the win, Dhyani said, “It is always a privilege to work on an iconic brand under the Parle Products umbrella.  Melody’s tag line itself reinforces the chocolaty property of the brand, and thus we take the onus to carry forward the brand thought, continuing the legendary quest.”

     

    Retaining the iconic tagline, Dhyani and his team conceived a new strategy based TVC showcasing the irresistible urge of having a Melody toffee. Thereby, reinforcing the question-answer baseline, ‘Melody itni chocolaty kyun hain? ‘Melody khao khud jan jao’.

     

  • With this campaign, Quick heal aims to educate the consumers on how precisely they can avail the benefits promised by the product and can be worry free

    Thoughtshop unveils campaign for Quick Heal

    Thoughtshop Advertising has unveiled a new campaign for Quick Heal Technologies. Quick Heal Technologies is a leading IT security solutions and an ISO 9001 certified company, which design products to simplify IT security management across the length and depth of devices and on multiple platforms.

     

    With this campaign, Quick heal aims to educate the consumers on how precisely they can avail the benefits promised by the product and can be worry free. There is an audience which is tech savvy and has a knack of figuring the new innovations and offerings, but the larger chunk, which is the actual TG remains left out. With this campaign Quick Heal plays a responsible role in communicating the same to the audience.

     

    Thoughtshop Advertising has created a series of six TVC’s with each TVC promoting a different feature of the product. After zeroing down the pain points considered by common people, the agency made a series of TVC’s highlighting the same. To make it more engaging they have taken protagonists that are easily relatable to the common people.

     

    In the six TVC’s, Quick Heal tries to bring out that they are more than just an anti-virus product.

    • The first TVC features an army man, who highlights that his confidential data has to remain safe at any cost, and therefore he trusts Quick Heal. Here they promote the “Data Theft Protections” feature.
    • The next TVC showcases a young boy who does online shopping without worrying about fraud transactions, as he uses Quick Heal. This TVC promotes “Online Security”.
    • The third TVC shows a fashionista who works tension free as she has the “USB Drive Protection” feature from Quick Heal helping her.
    • The fourth TVC portrays a graphic designer using the “PC Tuner” feature to delete unwanted files.
    • The next TVC shows a mother being tension free as she uses “Parental Control” feature to track her kid’s internet usage.
    • The last TVC in this series showcases an old man doing online transactions with the “Safe Banking” feature of Quick Heal.
  • Vipin Dhyani, founder, Chief Creative Director, Thoughtshop Advertising on the agency, its USP and future plans.

    Vipin Dhyani: We create ads that our TG appreciates

    By Shubhangi Mehta

     

    Thoughtshop is a 360-degree advertising and communication agency started by Vipin Dhyani. With more than a decade of experience in advertising, Mr Dhyani has the unique distinction of working for a diverse portfolio of brands and being involved in more than 120 ad films over the last couple of years.

     

    Thoughtshop has conceptualised and created communication films for various products for Parle which include Hide and Seek, Hide and Seek Bourbon, Milano, MonacoSmart Chips, Mango Bite, Krackjack. It has also created the TVCs for Nirma Washing powder, D-Cold Total amongst others.

     

    In the recent past Thoughtshop bagged three awards in the Big Bang Awards 2011 in Bangalore. One gold for Krackjack radio spot titled ‘Ladies tailor’, a bronze for another radio spot, ‘marriage councillor’ for the same and another bronze in TVC category for Parle Milano featuring Hrithik Roshan. In 2010, the agency has also won silver in Goa Festival for its Nirma washing powder TVC titled as ‘Splash’.

     

    Prior to this, Mr Dhyani has worked with Everest Brand Solutions and Mudra as Creative Director. He has also had stints with Lowe Lintas and Grey Worldwide in Mumbai.

     

    Q: What makes Thoughtshop Advertising different from the other advertising agencies? Why does a client choose Thoughtshop over other agencies?

    Our in-depth understanding of consumer insights, sound creative and a real good turnaround time. We are not selling ideas we like. We are not even selling ideas liked by our clients. We create ads that our TG appreciates. Pure honesty, sincerity and a very no-nonsense approach helps us whenever we approach a new client.

     

    Q: How satisfied are you with the progress of Thoughtshop Advertising since its inception? Has the outcome matched your expectations?

    I am very satisfied with the way things are shaping up. Initially it took me some time to figure out how to go about it. On one side, there was that sense of calmness which you crave in your own place and on the other side you need that aggression which is required to win business. Fortunately I could acquire both. And I am more than happy to achieve that unattainable balance. Overall, it was a plunge worth taking.

     

    The outcome has been very fruitful, I should say, but expectations are higher than what we have achieved so far. The hunger for good creative work is never ending and never satisfying in our field.

     

    Q: You have worked with some of the biggest agencies in India and then started one on your own. Could you highlight some pros and cons of working with a bigger agency and starting something on your own?

    When you are part of a big atmosphere, all you need to worry about your brand and its creative standards. You don’t actually think about the business and the ‘survival’ part of it. But when you run your own set up, you are not just responsible for your survival but for the whole team.

     

    In simple words, with bigger outfits I felt like a civilian, while on my own, it’s like an army man on a border, always on my toes, alert and responsible.

     

    Q: How much importance do you give to winning awards? Do you think that awards justify the measurement of creativity?

    I would say it is very important to win awards. If we belong to the creative fraternity, we have our moments of escalation, moments of getting admirations and moments of being known. Fair enough. But the sad part of the business is that sometimes an award-winning entry could be completely plagiarized and a genuinely beautiful work may go unnoticed at the same time.

     

    Q: These days awards focus on not only creativity but effectiveness as well. According to you which out of the two is a focus point while creating a brand communication?

    Efficacy awards basically talk about the real strategy transforming to a sound creative that is being liked and owned by the real end consumer. It is like performing a play in front of the real audience who can appreciate or completely disown you, depending on your performance. On the other hand, a creative show ‘primarily’ prefers and promotes a disruptive and innovative entry whether it is from mainstream product or a service or not. That’s where it creates a separation line.

     

    I think if we believe in creating a brand and not just one-off clever ads, we can create genuine work worth celebrating at both levels.

     

    Q: Could you throw some light on the brands you are working on?

    We are doing two new launches for Parle this year. The communication package is ready. Apart from Parle, we will be working for Nirma for at least one project while for Bayer CropScience, we are going to launch two projects (Decis & ECB) very soon. Then there is one property we have created for 9xM channel. It is going to be the first female animated character. We have got one more account recently, GET Punjabi channel. After a huge success in US andCanada, they are launchingIndia’s first GEC in Punjabi. Ekta Kapoor is going to be the producer for them in terms of providing content and we will be looking after the advertising and promotions.

     

    Q: Independent agencies are doing fairly well these days and competing with the larger agencies. What are your views about this?

    Actually it is not about smaller agencies versus bigger agencies. It has always been about a sound, feasible and appropriate idea or strategy. If a client finds an idea sensible, he will appreciate it in whichever case, whether it comes from a small agency or a bigger one.

     

    Q: What is your growth strategy for the coming year?

    Apart from 360-degree creative services, we are expanding to fulltime production and direction services both for our existing clients as well as for new ones. Expansion with one more branch is also on the cards.