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Tag: Wavemaker India

  • Features senior actors and real-life partners – Anil and Swaroop Khopkar

    Wavemaker films for Friends adult diapers

    By Our Staff

     

    Friends Dry Pants – the flagship brand of Nobel Hygiene, specially designed for people suffering from incontinence, has launched a digital film to spread awareness on how the use of adult diapers can mean ‘urine leakage se azadi mubarak’.  The film features an elderly couple essayed by Marathi theatre actors and real-life partners – Anil Khopkar and Swaroop Khopkar.  The video was conceptualized and filmed by agency Wavemaker India.

     

    Said Kartik Johari, Vice-President – Marketing & e-commerce, Nobel Hygiene: “We have found that consumer truths resonate the most with our audience, and consequently, helps them break the adult diaper taboo at home. Also recently, a primary study we conducted found that it takes anywhere between 9 months and 1.5 years for those facing incontinence to start using adult diapers. For several months, sufferers attempt to ‘manage’ concerns instead of choosing dry pants because of social stigma. Consequently, we used consumer truths heroed by our female protagonist in this ad showing her as a trendsetter and urging her husband to join the dry pant league! We were helped by the real-life chemistry of Mr and Mrs Khopkar, and we hope to keep making many more such slices of reality for our growing audience.”

     

    Speaking on the campaign, Karthik Nagarajan, Chief Content Officer, Wavemaker India added: “With this Friends campaign our attempt was to encourage conversations around the category without feeling awkward or embarrassed and show adult diapers as a part of their existing life that they’ve embraced fully. By showing an elderly couple enjoy their life while accepting their need for an adult diaper was the key to normalizing the conversation.”

     

  • Launches a specialised South Entertainment outpost for brands

    Wavemaker collaborates with One Mercuri to turn South

    By Our Staff

     

    Wavemaker India has unveiled a specialised unit in collaboration with One Mercuri which will focus on helping brands leverage the entertainment and content businesses in south India. The unit will open up a whole new world of collaborations and opportunities for brands and creators.

     

    This is an effort to help corporatise the business of ‘south entertainment’, by way of providing brands structured access to entertainment content from South India, right at the conception stage. It will deliver on creating Original Content IPs, enabling better brand associations in films and OTT content (audio & video), bringing in an era of measurement and collaborations with writer rooms, among other things. The partnership will be a catalyst in developing the symbiotic relationship between brands and the South entertainment industry – one that has under-delivered so far.

     

    The unit will be based out of Wavemaker’s Bengaluru office and led by Anilkumar Sathiraju under the leadership of Karthik Nagarajan.

     

    Commenting on the launch of this new unit, Ajay Gupte, CEO – South Asia, Wavemaker, said: “We have always focussed on paving newer ways to provide innovative solutions to our clients and partners. Creativity, Content and Collaboration are the three pillars of this newly launched specialised unit. We see huge potential in content, partnerships, digital content and content creators / influencers in the next few years. With this unit, our aim is to create a new wave in the entertainment and business space”.

     

    Added Sriram Bakthisaran, MD & Group CEO, One Mercuri: “A resurgence of quality content from the region which is home to the four thriving film industries besides a large entertainment-hungry viewership, a larger than life fan following base seen nowhere in the world and the content coming out from this region  fast attracting global interests and gaining prominence on pan India scale and with our already significant presence in the south market having serviced some of the biggest production houses and the celebrities in the past, we feel we are better placed to expand our offerings than before as we jointly venture out to feed all stake holders including the consumer, the production houses as well as the brands. As Wavemaker has all the experience and knowhow with their global exposure, I am very confident that this collaboration will only elevate the industry and set standards for several to follow and benefit.”

     

     

  • Mandate includes integrated media services for the brand

    Luminous onboards Wavemaker India

    By Our Staff

     

    Luminous Power Technologies has appointed Wavemaker India as its integrated media partner for all categories across inverters, batteries, solar and home electricals. Wavemaker India will manage the brand’s traditional and digital media duties including media strategy and planning, media investment, media activation and content. Wavemaker India won the account post a comprehensive multi-agency pitch. The account will be handled from their Gurugram office.

     

    Said Sachin Bhalla, Senior VP marketing and Solar Business, Luminous Power Technologies: “In today’s scenario, consumers are moving increasingly towards all kinds of media for both discovery and decision-making. Wavemaker appealed to us with their experience and clarity of thought when understanding our business. With the new agency onboard, we would like to leverage their strategic thinking and execution for both traditional and digital media. We look forward to aggressively strengthening our presence and portfolio online and offline, and accelerating our growth,”

     

    Speaking on the win, Ajay Gupte, CEO – South Asia, Wavemaker added: “Luminous is a strong and trustworthy brand with an array of products in the power backup, home electrical and residential solar space. We are thrilled to partner with them and create relevant engagement for the brand with our full-service media offering. This is a perfect opportunity for us to bring in our expertise and deploy our bespoke integrated planning approach that is supported by strong measurement capabilities. We look forward to creating value for Luminous and supporting its growth momentum.”

     

     

  • Has been their media AOR since 2010

    Wavemaker retains media mandate for L’Oreal

    By Our Staff

     

    Wavemaker has retained the media responsibilities for the beauty leader L’Oréal. Wavemaker has been the media AOR for L’Oréal since 2010. The mandate includes online and traditional media duties for the brands.

     

    Said Ajay Gupte, CEO – South Asia, Wavemaker: “Retaining L’Oréal in the 12th year of our association and continuing this partnership is a huge testament to our services and efforts. I am excited to strengthen this relationship further and partner with L’Oréal in their transformative business journey. I am certain with our digital first & data led approach clubbed with best in class media services, we will be able to accomplish L’Oréal’s mission of creating an innovative and responsible beauty brand”.

     

    Added Shekhar Banerjee, Chief Client Officer & Head – West, Wavemaker India: “Working with L’Oréal makes you better every day and we have been creating some of the industry first work in real time measurement, precision and audiences for them. We are delighted that they believed in the vision we have set for our partnership and trusted our ability to positively provoke them and drive new thinking”.

     

  • As part of  the ‘This Year Next Year’ report presentation on Monday, GroupM presented a report on trends impacting the Indian advertising industry

    Trends That Will Influence Adland

     

    Courtesy GroupM

     

    As part of  the ‘This Year Next Year’ report presentation on Monday, GroupM captains presented a report on trends impacting the Indian advertising industry.

     

    Said Karthik Nagarajan, Chief Content Officer, Wavemaker India: “It has been an interesting year for digital marketers as the nation-wide lockdown brought about exponential growth in certain trends which were already on the up – whether immersive experiences like gaming, the rise of audio or influencer marketing. People have started gaining interest in localized content and now OTT – audio or video, has become a major part of their entertainment. We are also moving towards an era of fragmented social media, where creators will take precedence over communities. Also, with the consumer becoming more conscious by the day, we will see empathy becoming a constant thread in brand communications.”

     

    Sharing some light on the trends, Bharat Khatri, Country Head, Xaxis India added: “Brands are aggressively looking at deploying new tools, data & cloud infrastructures which has resulted in the acceleration of digital transformation post Covid-19. With the increase in demand for different platforms, creativity and localized content, the advertisers have plenty of opportunities to reach consumers through engaging via different audio/video formats & achieve real outcomes in a device agnostic world. In short, the brands are continuously looking out for new ways to reach out to connect with their consumers and make the relationship stronger. We also see that Gen Z has been making a lot of their decision basis social media platforms and this coincides with the rise in new age ecommerce platforms.”

     

    Here are the 10 trends:

     

    1) From Carefree To Conscious – The Great Shift In Consumer Behaviour

    • During the lockdown, there was a 42% growth in searches to know “what’s normal” forbody stats like BP, body temperature and blood sugar

    • Browsing content on healthy cooking went up by100%

    • All this point to a marked change in what the user is seeking, towards self-preservation and wellness

    • Thisis also further accentuated by over 52% rise in content consumption on pets and a 70% increase in searches related to Yoga

    • This behaviour change will also imply how they look at Brands and consumption at large – Consumers are also more likely to embrace brands who showcase empathy and care aboutthe larger world /environment

    • This is presenting an opportunity tobrand

    :: Back of the pack = front of thepack

    :: Highlighting goodness in every possibleway

     

    2) Everything Is Becoming Hyperlocal

    • What is happening in your immediate surroundings – whether town or district istaking precedence over what is happening in the country or the World

    • Oneof the biggest indicators of this is the surge in regional language news & content during the lockdown

    • We are seeing similar trends in digital consumption as well in terms of the rise of more regional news and content consumption– in platforms like Daily Hunt and share

    • This also is happening simultaneously as our capability to sharp shoot communication has increased– for example, our ability to do Pincode-level targeting, thanks to multi-faceted data

     

    points on the audience or targeting based on distribution pattern or market share in specific locations.

    • There’s saying that- Every 15-20 km, the language, dialect, music, food, … everything changes in India

    • Brand owners have opportunity to leverage this and drive precision @scale

     

    3) Driving Up The Subscription Bandwagon

    • 2021 would “once-in-for-all” smash the adage that “Indians don’t pay for content” and drive up thesubscription game for Sports and other forms of quality original  It’s creating a direct 2 consumer opportunity.

    • Thereare many OTT player who has achieved their subscribers target 12- 18 month ahead of  This is not limited to live sports and premium video content – there’s the start of a similar trend in news, audio content and premium domain-specific content in small ways.

    • Platformslike Substack helping talented Journalist reach direct to their readers and monetize their content.

    • 2021 is also going to be an interesting year for sports – 2020’s loss, in terms of sports events, is 2021’s gain. Global sporting events like Euro 2020 and Tokyo 2020 are due to happen this year. Add to this, local favourites i.e., IPL 2021 (within 6 months of its previous edition) and ICC T20 (which would be hosted in India) and you’ve quite a field day for Indian sports fans and broadcastersalike! an Indian Sports Fan as s/he would be battling questions on what to subscribe, when to subscribe, how long to subscribe, where to watch and many such conundrums

    • Interesting time ahead for content industry and distributionplatforms

     

     

    4) Gaming & Esports Growth – More Than Time Pass

    The next generation of entertainment is immersion and engagement while gaming will be a natural winner there

    • 5G

    • VR

    • Gaming

    Gaming will become not just about time spent but also a cultural destination. The nature of this entertainment is not a lean back but a more immersive one. Music concerts and other experiences will also be activated on esports platforms. A handful of businesses can talk positively about 2020 and COVID- 19… One such benefactor is gaming and esports. In peak lockdown during Apr’20, there was an 11% increase in users per week and has seen a rise in the number of gamers where 66% of new gamers are females and 56% of new gamers are above the age of 45. Now gaming as an industry has evolved in multiple ways too. Most companies in this industry are looking to create platforms that will be central to an individual’s life where activities, like shopping, socializing, events (especially esports) can all be done in virtual and interactive ways. During the lockdown, esports live-stream viewership grew by 61% and 66% in week 1 and 2, respectively. These are great signs, considering that despite the majority of the on- ground esports events getting pushed in 2020, the gaming fans have held their own. With 2020 contributing immensely to gaming habit formation; for 2021 to be the year of esports, organizers need to focus on building career opportunities starting with improved prize money pool.

     

    5) Platforms Will Become Creator Led Than Community-Led

    The entry barrier for social platforms used to be the network effect. a.k.a how many of my friends/people are there on the network. As we move towards an ecosystem where people join platforms more for the experience and creators on it, this barrier will be lowered significantly. We are possibly looking at 4-5 different platforms with a 100 Million plus user base, not far from now

     

    Influencer content for brand building will sustain but a majority of categories will move towards a performance mindset for advocacy. Newer platforms, driven by creators already have seamless commerce features built-in. This will spur content-to-commerce in a big way in 2021. The journey from platform-based advocacy to an integrated strategy for brands will now scale to include commerce as well. This will also bring in more industry guidelines on influencers disclosing brand partnerships.

     

    6) Immersive audio becomes a cultural movement. Finds a loyal audience across age demographics

    As we predicted last year, audio has truly made its comeback in style. Platforms like Clubhouse are seeing great traction and audience for podcasts has grown manifold in India in 2020 and the MAUs are already where social media was a few years back. The IAB has just released technical guidelines for podcast measurement in the US. In India, standards and guidelines will emerge and be solidified, as we are reaching critical mass. Given the proven efficacy of audio on brand recall, this will be extremely critical for brands looking to make cultural interventions.

     

    7) Digital Transformation – ROI To Opportunity Cost

    Leaders are aggressively deploying new tools, data & cloud infrastructures, the digital transformation process got accelerated post-Covid. This will help create new age “Marketing Digital Infrastructure “and replace old tech which was becoming a barrier to fast-track digital transformation. Advancing towards a P3PC (post-third-party cookies) has accelerated the long-term data strategies plan to own the consumer where brands have already started to deploy CDPs (Customer Data Platforms) to transition from segment audience data approach to individual consumer profiles. The industry will continue to see this trend in both advertiser & publisher ecosystem on putting more focus towards 1st party data activation powered with contextual targeting.

     

    8) Streaming Wars- In a Device Agnostic World

    2020 pandemic turned out to be an opportunity in crisis for OTT industry in India. Connected TV is simply becoming the new TV. It is the way large segments of consumers will access premium content. As we see by its current use for reach extension, CTV is a medium through which mass brand messaging can continue going forward. The fact that it is more targetable and measurable than ‘old TV’ enables marketers to elevate and personalize their messaging when appropriate. So, it can be the best of both worlds. Growth in SVoD may sound bad news for advertising, as largely SVoD platforms are ad-free. But in India, the home- grown broadcaster & independent OTTs at an early stage only has adopted hybrid multi-tiered monetization model by giving the audience the choice of both free, ad-supported content & premium subscription offering. This is giving advertisers plenty of opportunities to reach consumers through engaging video formats & achieve real outcomes in a device-agnostic world. In 2021, this advertising channel will continue to have a lion share in programmatic spends & will also bring incremental budgets from the traditional/linear TV pie. With increased spends, we will also see advertisers adapting to more evolved, efficient & effective programmatic buying methods like PMPs (Private Market Place) to get a unified consumer view & thus maximizing the ROI from video spends.

     

    9) Connected Commerce- The Customer-Convenience Imperative

    E-commerce platforms have become an indispensable digital channel to reach target audiences and influence sales. Marketers will need to think like DTC brands – embracing emerging technologies, customer service obsession and adaptive messaging to get closer to their consumers. DTC brands have excelled at creating 1:1 relationship with their consumers since they have closed-loop measurement within their customer journeys. Shoppable Ads are on the rise as Genz are deciding on social media videos. These new media formats play an important role in cultivating better outcomes overall for an advertiser. In 2021, we will see a big shift of spends happening from current market-leading DSPs especially in display channel towards the new age e-commerce DSPs like Amazon, Flipkart, Paytm. Categories, where spend shift, is quite inevitable are FMCG, BFSI, Grocery, Apparels, Health & Personal care, as ecomm DSPs offer end to end marketing funnel solutions with efficient ROAS.

     

    10) Bringing Creativity Back Into Digital Advertising

    The industry is recognizing that creativity is the first step to grabbing attention and enhancing the influence, and media buying should aim to match advertising messages with real consumer behaviours, not just attributes. Brands need to embrace AI to boost personalization at scale. It is like feeding an algorithm with historical & real-time data and then letting AI perform analysis, build & serve the user hyper-personalized message. Traditional personalized creative tools were built for targeting customer personas or profiles, where each profile used to represent a category of consumers, however, in case of AI personalization tools it is like engaging with each customer as an individual profile. With increased social commerce share, AI-based hyper-personalization engines will be the need of the hour, as it will improve both ROI & customer experience.

  • Nudges couples on Valentine's Day

    Ogilvy creates new ad for Cadbury Dairy Milk Silk

    By Our Staff

     

    Ogilvy created a new ad series for Cadbury Dairy Milk Silk. The campaign has six videos.

    Said Zenobia Pithawalla, Senior Executive Creative Director & Mihir Chanchani, Executive Creative Director, Ogilvy India: “Cadbury Dairy Milk Silk decided to celebrate Valentine’s Day like never before. By giving young people in love ideas, on how to celebrate Valentine’s Day in these tough times. Tying in aptly with its larger communication idea, ‘How far will you go for love’.”

    Added Neville Shah, Executive Creative Director, Ogilvy India said: “These simple stories attempt to inspire couples to surprise their partners. It’s not about the bigness of the act. It’s about the grandness of the thought. And that’s the simple intent. We designed them for short format surfaces and deployed them episodically, increasing the interest with each asset. A campaign designed for love. Simple.”

    Said Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India: “Being synonymous with Valentine’s Day for almost a decade, Cadbury Dairy Milk Silk has been inspiring consumers to celebrate the season of romance and making the day count in their love story. Cadbury Dairy Milk Silk has built and strengthened consumer love and connect with youth in India through relevant storytelling and personalised offerings. Our recent campaign “How Far Will You Go For Love” was received very well, winning consumers hearts especially with Gen Z strengthening overall brand appeal and emotional connect with this audience. Valentine’s Day is an important day in our consumer’s life, and they believe in making the day count. They know that words often fall short to express their deepest emotions for the dear ones in their lives and they share a special bond with Cadbury Dairy Milk Silk to express themselves.”

    Added Shekhar Banerjee, Chief Client Officer and Head – West, Wavemaker India: “The year gone by has been quite different and difficult for most of us and especially for young couples who have been staying away from their partner / loved ones. Going into this year’s Valentine’s Day we managed to bring the brand much more integral to expressing love. We went an extra mile to make Valentine’s Day furthermore special for young couples through custom partnerships with web series and showcasing true inspiring stories in association with Humans of Bombay and Terribly Tiny Tales”

     

     

  • Ropes in Akshay Kumar as brand ambassador

    Wavemaker bags media mandate for PagarBook

    By Our Staff

     

    Wavemaker India has bagged media mandate for PagarBook. It will manage the integrated media mandate for PagarBook and is mandated with the responsibility of scaling up the brand via mass outreach programs cutting across all relevant touch points — Television, print, radio, OOH, Social and Digital. PagarBook has roped in Akshay Kumar as brand ambassador.

     

    Said Sivaprasad K, Senior Vice-President, Marketing and Sales, PagarBook: “Our ethos is focused on solving the most challenging problems faced by the SME sector. The goodwill of India, the common Indian, is something that we strive towards. Wavemaker brings together a unique combination of global expertise & proven track record in bringing quintessentially Indian insights to life. We are excited to have them on-board as a key partner in our mission of helping small businesses grow”.

     

    Added Ajay Gupte, CEO – South Asia, Wavemaker: “Pagarbook epitomises the brand of new-age enterprises that offer simple solutions to challenges faced by small and medium enterprises across the country. Their work strengthens the core of our economy. We are delighted to partner with this transformational brand that is dynamic and rapidly growing. I am confident that as their partners we will help Pagarbook achieve their growth ambitions”.

     

    Said Kishan Kumar MS, Chief Growth Officer and South – Head, Wavemaker India: “I am quite excited to start the new year on such a positive note. Partnering with a disruptor brand like PagarBook is going to be a great learning experience for us. Our vast pool of consumer journey data and insights clubbed with analytical expertise will help us unlock many growth drivers for PagarBook. The journey is going to be an exciting one, indeed!”

     

     

  • Collaborates with Scriptroom & Verrocchios Workways on campaign

    Chumbak ropes in Sara Ali Khan

    By Our Staff

     

    Chumbak announced Sara Ali Khan as its first brand ambassador for its home and watch categories. The campaign features brand films created by The Script Room. The stills and mood films were created by Verrocchios Workways. The media strategy is handled by Wavemaker India.

    Speaking on the brand campaign, Shazia Zafar, Head-Marketing, Chumbak, said: “Chumbak has always been well- recognized for its warmth, wit and connection to its customers. With this campaign, we are hopeful that our audience will realize how our brand is a joyful addition to every moment of their lives. Sara Ali Khan brings the idea of #WithChumbak alive and we are confident that it will be loved not only by our ardent brand supporters but also a larger audience. It was a delight collaborating and co-creating the campaign with The Scriptroom & Verrocchios Workways”

    Added Rajesh Ramaswamy, Founder-The Script Room: “As a brand Chumbak is loved by its consumers and it’s quite personal to them. Interestingly it also means many things to many people. The whole idea of the campaign is to bring all of it together as a lifestyle choice, aesthetic sensibility and a kind of an outlook. To make this come alive we have managed to recreate Sara’s living space with Chumbak and capture charming stories from her everyday life.  We’re delighted with the opportunity to work on a brand like Chumbak. They are such passionate people. And also so creative in their thinking and approach. It was truly a great collaborative process – starting from the idea to scripts and final execution. And with Akanksha Seda, and her sense of art, design and storytelling, we are very happy with the way the campaign has turned out.”

    Said Kishankumar Shyamalan, Chief Growth Officer, Wavemaker India and Office Head, South: “Chumbak stands for design excellence and a unique brand personality. We are excited to bring alive these aspects of the brand through a very special digital-first campaign. Working with the that I’m sure will be loved, since the media strategy was specifically created keeping our audience & platform in mind”

     

     

  • Wavemaker India has been the media AOR for Zydus Wellness since 2013 and bagged the consolidated mandate following a multi-agency pitch

    Zydus Wellness consolidates media mandate with Wavemaker

    By Our Staff

     

    Wavemaker India has announced that Zydus Wellness which includes the consumer wellness brands of Heinz India, has consolidated its media duties with it. Wavemaker India has been the media AOR for Zydus Wellness since 2013 and bagged the consolidated mandate following a multi-agency pitch.

     

    Said Tarun Arora, Chief Executive Officer at Zydus Wellness: “We are happy to have Wavemaker on board as our media partner again. 2021 is going to be an exciting year of growth and transformation for our brands and we are confident about the level of expertise, market understanding and integrated solutions they will bring to the table in driving this next phase. We’ve had a long-standing relationship with Wavemaker and are looking forward to continuing this partnership moving forward”.

     

    Added Ajay Gupte, CEO – South Asia, Wavemaker: “I am extremely grateful to Zydus Wellness for renewing our partnership once again. We are excited to be a part of their growth journey focussing on product diversification and expansion. With our deep consumer insights along with digital and e-commerce, I am sure we will unlock newer growth levers for Zydus Wellness”.

     

    Said Shekhar Banerjee, Chief Client Officer & Head – West, Wavemaker India: “We are proud to work on Zydus Wellness brands for over 7 years and our partnership has only become stronger with time. This is a proof of our good work, passion and readiness for future. We thank them for trusting us with the new brands in their portfolio.”

     

     

  • … for Cadbury Dairy Milk Silk’s ‘I Missed You’ campaign

    Wavemaker collaborates with Indie star Jasleen Royal

    By A Correspondent

     

    Cadbury Dairy Milk Silk has collaborated with singer Jasleen Royal as she launches her much awaited music video Sang Rahiyo, for its Heart Pop ‘I Missed You’ campaign.

     

    Commenting on the collaboration, Karthik Nagarajan, Chief Content Officer, of Wavemaker India said: “We wanted to build an association that would capture the essence of #HowFarWillYouGoForLove messaging seamlessly. Over the years, Cadbury Dairy Milk Silk has been an integral part of expressing love and has evolved to a symbol of love. Known for her soul stirring love songs, Jasleen Royal came across as the ideal choice to bring alive the brand’s messaging”.

     

     

  • Kumar, Sodhi and Jacob will report into Gupte in their new roles

    Kishan Kumar, Premjeet Sodhi, Vishal Jacob & Sandeep Pandey get new roles at Wavemaker

    By A Correspondent

     

    Wavemaker India has announced changes in the executive leadership roles. Kishan Kumar MS is elevated and has taken on a larger role as Chief Growth Officer, Wavemaker India.  Along with his new mandate, Kumar continues to lead Wavemaker South businesses across Bengaluru, Chennai, Kerala and Hyderabad.

     

    Premjeet Sodhi transitions into Chief Strategy Officer, Wavemaker India from his earlier profile of Chief Growth Officer. Sodhi joined Wavemaker in April this year after a 2-year stint with Mindshare Fulcrum as agency head.

     

    Vishal Jacob returns to Wavemaker India as Chief Digital Officer after close to two years with GroupM as Principal Consultant – Change Planning & Transformation.

     

    Meanwhile, Sandeep Pandey, who leads product and strategy has been elevated as Global Head of Analytics where he will be driving Wavemaker’s global practice on analytics.

     

    Commenting on these changes, Ajay Gupte, CEO – South Asia, Wavemaker said: “This has been an extraordinary year that has challenged us in many ways. These changes are designed to enhance our position and enable us to drive continuous growth for our clients, teams and other stakeholders. I am excited about these changes and look forward to create some positive disruptions in the near future”.

     

    Kumar, Sodhi and Jacob will report into Gupte in their new roles.

     

     

  • The ad is titled ‘Iss Saal har Ghar Pandal’

    Media agency Wavemaker creates film for Gemini Oil

    By A Correspondent

     

    To keep the spirits of festivity alive even during these challenging times, Gemini Oil has launched its new campaign ‘Iss Saal har Ghar Pandal’, conceived, designed and produced by Wavemaker Films, the creative production arm of Wavemaker India. Yes, you read it right: the creative production arm of Wavemaker India.

     

    The campaign aims at spreading awareness about celebrating Ganesh Chaturthi festival at home along with their loved ones, ensuring the safety norms are in place.  ‘Iss Saal har Ghar Pandal’, has been conceptualised in-house including the scripting to production, the entire campaign has been managed by Wavemaker Films.

     

    Speaking on this incredible campaign, Karthik Nagarajan, Chief Content Officer, Wavemaker India said: “Ganesh Chaturthi is an indelible part of the Maharashtrian culture and as the pandemic threatens the festivities this year, Gemini wanted to reassure its audience that the real spirit of the festival is safe in our hearts and homes. Conceiving, writing and producing a TVC during the lockdown is an arduous task but the idea was so powerful that we were able to overcome all else”.

     

    Commenting on the campaign, Subin Sivan, Head of Marketing, Cargill’s Oils, said: “Ganapati is one of the most popular festivals in Maharashtra. As a brand that is rooted in Maharashtrian culture, Gemini has integrated itself with the Ganpati festival over the years. While a lot has changed this year due to the pandemic, we believe the festive cheer and energy during the Ganpati Chaturthi should not change. Our campaign ‘Iss Saal Har Ghar Pandal’ encourages our consumers to celebrate the festival at home keeping the original festive spirit intact”.