On eve of Children’s Day, Exide launched a brand campaign showing how as adults we fail to keep up the positive, cheerful drive in life we had as kids.
Commenting on this film, Uttio Majumdar, Head of Marketing, Exide Industries Limited said: “As a brand, Exide not only believes in the irrepressible drive within oneself but fosters it as well, in practice and in spirit. So on Children’s Day, we found a great opportunity to show the world how important it is, not to let go off this childlike inner drive while we grow up.â€
Added Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata, who conceptualised the film: “Kids keep learning from us every day. But on Children’s Day, we decided to change the narrative, by letting children teach us adults a thing or two about life. And show us show how we can embrace life as it comes, with a lot more positivity and drive.â€
Created for Exide, by J Walter Thompson, the film has been directed by Abhishek Sinha.
Exide has unveiled its new campaign titled #WhatDrivesYou. For this campaign, Exide XIDE came across Siddhikant Mishra from Bhubaneswar, who is an example of people that have an extraordinary drive. He is a mathematics major by qualification, and a speed cuber by passion.
Commenting on this web video, Uttio Majumdar, Chief Marketing Office, Exide said: “For a brand as dynamic and driven like Exide, it’s always great to celebrate the relentless spirit of people who take their passion to extraordinary levels. In Siddhikant, we discovered yet another ordinary person driven by an extraordinary pursuit.â€
Added Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata who conceptualised the video and the idea of featuring Siddhikant, says, “The challenge for us is to show the incredible spread of the “What drivesyou philosophy through each film. Like speedcubing, which isn’t just another puzzle solving technique. It’s an unbelievable sport that takes an incredible medley of pace and calculation every millisecond. And it’s only who are #DrivenBySpeed that master it, and inspire us with their extraordinariness.”
Larsen & Toubro, one of India’s largest conglomerates that branches its interest across key sectors of the Indian economy has appointed Rediffusion Y&R as its creative agency. With an objective to bring in a committed focus on its key growth businesses, L&T recently decided to integrate its marketing communication duty under a single agency.
L&T-Realty is amongst L&T Group’s fastest growing business that spreads across Mumbai, Bangalore & Chennai, offering premium residential and commercial spaces. The company plans to expand rapidly in the next few years and establish itself as the most trustworthy and top-of-the mind brand in the crowded real estate business. The immediate mandate for the agency is to work closely with the L&T Realty team in strongly positioning the brand in the market.
D. Morada, Vice President, Corporate Brand Management & Communications, L&T Group said, “L&T is a diversified conglomerate that caters to markets across several sectors. While each of our businesses addresses different markets, the core value proposition remains valid across all its business. To ensure consistency of brand positioning of the L&T Group, it was found necessary to have single creative agency to handle the advertising needs of all our businesses. After a detailed evaluation process we decided to award Rediffusion – Y&R the creative mandate. It was based on the strength of understanding our business needs, and articulation of a strategy on the way ahead. The L&T brand has been built over decades with a lot of passion & commitment, and while selecting a partner we sought the same level of passion.â€
On winning the account, Dhunji S.Wadia President Rediffusion Y&R, said, “It’s an honor to win the creative duties for Larsen & Toubro, one of India’s most well-recognized brands. We really look forward to partnering L&T’s ambition of achieving greater heights and creating some great work together. We were given a very detailed and specific brief. This helped the team in terms addressing the issues and working on interesting creative solutions. We are delighted to be their partners among the number of agencies that participated in this pitch.â€
Uttio Majumdar, Head of Operations, Rediffusion – Y&R, Mumbai adds, “L&T is amongst one of India’s most iconic and respected brands and L&T Realty being a part of this family commands a high level of trust & loyalty. As they enter a new phase of development and aim to strengthen their presence in the over crowded and often misunderstood real estate market, we at Rediffusion – Y&R feel honored to be selected as their partners and we look forward to helping them achieve their goals.â€
Rediffusion Y&R is on a hiring spree. Uttio Majumdar is the latest addition to the leadership team. He joins the agency as Head of Operations- Mumbai and will work closely with Company President Dhunji S Wadia.
Prior to joining Rediffusion Y & R, Majumdar was Vice President and Executive Business Director at J Walter Thompson, Kolkata. He worked with JWT for 21 years. He was heading the agency team on Exide, ITC Limited (Tobacco Brands & Corporate), Tata Steel, Berger Paints and The Telegraph. He is reputed for transforming the agency relationship on these accounts.
He was one of the early movers in to the digital space way back in 2000 when he moved to JWT, Chennai and was involved in setting up a specialized integrated communication cell focusing on dotcoms and IT projects. Headed the agency team on Satyam Infoway (eBusiness& B2B Portals), SSI Technologies, NetFinex, ApolloLife.com and TexWorld.com. He has successfully driven digital initiatives for clients like Exide and Tata Tiscon.
Majumdar played an important role during the initial days of mobile telephony in India and was responsible for development of communication programmes to drive consumer awareness and education about the new-born category and handling the communication for early mergers and acquisitions like the transformation of Modi Telstra to Spice. Worked across two circles (Modi Telstra in Kolkata and SkyCell in Chennai)
Dhunji S. Wadia
Speaking about the appointment, Dhunji S.Wadia, President, Rediffusion Y&R says, “Uttio was the first and only person we thought of when we were looking for a Head of Operations in Mumbai.  Fortunately, he agreed to join us. He has an unbeaten track record of nurturing businesses and creating hardworking and sparkling creative work.“
Speaking on his appointment, Uttio Majumdar says, “I’ve always believed that advertising is only meant for adrenaline junkies. And 21 years in JWT, managing challenges across a range of categories and brands, has only made me yearn for more. Dhunji made an offer that I couldn’t refuse – even more fun, excitement and adventure in leading the Rediffusion Y&R, Mumbai team and partnering some of the leading brands in the country.â€
