MxMIndia

Tag: Zenobia Pithawalla

  • 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”

     

     

  • The Ogilvy creative team highlighted the best part about the consumption experience

    Ogilvy & Cadbury unveil a new campaign for Silk Hazelnut

    By A Correspondent

     

    Cadbury Dairy Milk Silk has launched a campaign promoting its new Silk Hazelnut variety. To bring alive the USP of the product, the campaign highlights the best part about consuming this product.

     

    Said Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy West: “The new Silk Hazelnut comes with whole hazelnuts from Turkey. We tell the new ingredient story by bringing alive the eat experience. The inclusion of whole hazelnuts makes you pout while you devour the chocolate. So every time the girl takes a bite she looks like she is pouting to kiss. Making the ‘Kiss me’ jingle feel like it was written for this one. When consumers in India think premium ingredients, they think Almonds, Cashews, Walnuts. Hazelnut was nowhere in the picture.”

     

     

  • The films, born out of an experiment, are a warm way of reminding people that nothing really compares to the warmth and love in a real hug

    Ponds’ latest ad film encourages youth on benefits of a simple hug

    By A Correspondent

     

    Pond’s Cold Cream is reaching out to the youth of today through its latest ad film. The ‘Jhappi Van’ social experiment conducted by Ponds is to gently nudge young people to go over and hug those they love.

     

    On the occasion of International Hugs Day celebrated every year on the January 21, these films, born out of an experiment, are a warm way of reminding people that nothing really compares to the warmth and love in a real hug.

     

    Said Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy Mumbai: “Pond’s ki jhappi’ embodies the warmth, love and care that Pond’s Cold Cream gives to your skin. We decided what better way to build brand love, than by spreading the joy of a real hug. So, we came up with the Pond’s Jhappi van. This ‘hugs’ van gave you the opportunity of returning the love and care you got from those who showered you with theirs. Bringing alive all the attributes and emotions that Pond’s Cold Cream stands for.”

     

    Added Prabha Narasimhan, Vice President, Skincare and Colours, Hindustan Unilever Ltd: “With the launch of #PondsKiJhappi in 2017, we were looking at ways to take it forward and build on the same thought. Interesting consumer insights helped us understand that it’s relationships even beyond the mother-daughter bond (which is what we’ve shown in our TVC) that hold value when it comes to ‘care’ – which is what led to the idea of the ‘Pond’s Jhappi Van’. Our new set of digital films talk about different relationship dynamics and how a ‘jhappi’ is a great way to show that you love and care.”

     

     

  • The ad has been launched on the digital platform

    Ogilvy promotes iMobile in new campaign

    By A Correspondent

     

    ICICI Bank has unveiled its latest campaign for iMobile that takes a light-hearted humour approach. The ad has been launched on the digital platform.

     

    Said Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy: “The communication created for the digital medium, shows people just how many banking needs can be fulfilled without having to go to the bank. Thanks to the ICICI Bank’s iMobile app. However, what we have done differently is that we have shown inanimate objects with human desires, and aspirations. And we show how each of these objects achieve their aspirations without ever entering a bank.”

     

    Added Walter Noronha, Senior Vice President, Ogilvy: “The new age millennials are born in a world where technology and access to the net is the new normal. They live in the present and demand things now. They can’t wait for things to happen, they make it happen. We took this simple insight for our creative approach. We showed how our technology platform at ICICI Bank makes our everyday banking needs simple and convenient. The light tonality was added to fuel affinity and engagement among the TG.”

     

     

  • The brand brings alive the diversity of India through their new product range – Rangana

    Spaces brings alive traditional craft forms in new film

    By A Correspondent

     

    Spaces has launched its brand campaign on ‘Thoughtful Living’ to complement the launch of its brand new festive home linen range called Rangana.

     

    Talking about the campaign, Manjari Upadhye, CEO and Head of Domestic Business, Welspun India said: “Spaces as a brand stands for thoughtfulness through its designs and the innovative products. Through the Rangana collection, we are celebrating the traditional Indian art form. Our new campaign brings out the essence of the new collection in a beautiful way with the underlying message of thoughtfulness. It is important to revive the traditional Indian art form and create awareness amongst consumers, which is why Spaces has taken this initiative of giving back to the society through the creation and subsequent sale of Rangana.”

     

    Added Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy: “Spaes celebrates traditional art forms prevalent in every part of the country through its Rangana collection of bed linen. What better way, to showcase and celebrate these designs, than by complementing them with folk lullaby one hears in bedrooms in every nook and corner of the country.”

     

     

  • To emphasize the wide range of features available on the iMobile app, Ogilvy created five different films, each highlighting one feature

    ICICI Bank makes banking easier via iMobile app

    By A Correspondent

     

    ICICI Bank has launched an iMobile app that offers a full-service bank over the phone. Ogilvy has brought this proposition alive with a campaign titled, ‘Ek App mein poora bank’ / ‘Your bank in an App’.

     

    Said Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy: “ICICI Bank’s every attempt is to make banking a pleasurable experience for its customers. Its iMobile app offers the customer the experience of ‘Ek App mein poora bank’. That is the creative idea. The two protagonists in the films bring alive the ease of use, convenience and effortlessness of this product in a light hearted and humorous manner. Reiterating the joy of banking with ICICI Bank.”

     

    Added Walter Noronha, Senior Vice President, Ogilvy: “Our aim was to communicate all products and services in one app, with a view to cross sell the multitude of offerings by the bank and drive the brand experience further.”

     

     

  • The campaign will be supported by an extensive integrated marketing campaign

    Mondelez India unveils campaign promoting added benefits of Cadbury Dairy Milk Silk

     

     

    Mondelez India has unveiled a new campaign for the its chocolates brand Cadbury Dairy Milk Silk with a TVC conceptualised by Ogilvy & Mather.

     

    Said Zenobia Pithawalla, Executive Creative Director, Ogilvy & Mather said:”The New Cadbury Dairy Milk Silk is a curvier version of the original bar. The curvier shape results in more chocolatey feeling in the mouth. We brought alive the product story ‘feels like a lot more’ through the imagination of our protagonists. As both bite into the chocolate they feel like they are being serenaded by a whole lot of people. Reiterating that the feeling of ‘more’ is also more enjoyable.”

     

  • Cadbury Dairy Milk Silk is going all out to encourage consumers to "Say it with Silk" and indulge in the experience

    Cadbury rolls out integrated campaign ‘Say It With Silk’

    By A Correspondent

     

    Cadbury Dairy Milk Silkrecently launched a new thematic TVC, encapsulating the brand’s signature romantic nostalgia – “Kiss me…close your eyes”. The film showcases two young puppeteers craving so much for Cadbury Dairy Milk Silk, that they indulge while in the midst of a performance, thus highlighting yet another ‘Silk’ story of Cadbury Dairy Milk Silk.

     

    The launch of the new Thematic TVC comes in at the time when the brand is going all out to amplify joy on Valentine’s Day, with the ‘Say It With Silk’ campaign. Taking cognizance of how well Cadbury Dairy Milk Silk’s features resonates with special occasions, the brand had launched the ‘Say It With Silk’ campaign last year. This Valentine’s Day, the campaign being bigger, better and more engaging, the brand has introduced a 360-degree integrated campaign, that includes a special TVC, digital & outdoor activations, exciting on-ground & in-store activation and POB visibility.

     

    Prashant Peres, Director – Marketing (Chocolates), Mondelez India said, “Cadbury Dairy Milk Silk is one of our most successful chocolate innovations and has played a lead in the premium segment. We believe Cadbury Dairy Milk Silk offers consumers a great ‘indulgent’ eat experience and thus our campaign is around how it is impossible to resist a Silk. While the product promise of softer, smoother and silkier chocolate is well entrenched with the consumers, in the new thematic TVC, the brand goes a step further and showcases the Silk lovers’ experience with a bar of Cadbury Dairy Milk Silk, in a cute and light-hearted set-up.”

     

    Zenobia Pithawalla, Executive Creative Director, Ogilvy and Mather, said, “The task was to show – when you want to have a Cadbury Dairy Milk Silk, you’ve got to have it. To bring this craving alive we used puppets. The film is about two young puppeteers who crave so much for the chocolate, that they devour it while they are in the midst of a performance. The puppet show going haywire says it all. You can’t resist a Silk craving.”

     

    ‘Personalization’ is one of the key highlights of the ‘Say It With Silk’ campaign. Be it the innovative Limited Edition Packs or the series of digital activations and engagements, Cadbury Dairy Milk Silk is going all out to encourage consumers to “Say it with Silk” and indulge in the experience. Some of these include short Silk Videos, personalized greeting videos, personalized play lists in association with a music portal, digital and social media contests, Dubsmash contests, personalized fairy tale romance books and presence on popular event/ ticketing sites as sponsors, relaying the brand messaging.

     

  • The campaign aims to amplify the idea of not having to compromise one's desires in order to save for the future

    SBI Life’s new TVC urges people to fulfil their wishes

    By A Correspondent

     

    SBI Life launched the latest TVC titled ‘Ab har shouk poora hoga’ (now every wish will be fulfilled), taking forward the brand’s core idea of – Celebrating Life, wherein the protagonist indulges himself in the most unexpected way for its product SBI Life Insurance’s Wealth Plan. The campaign aims to amplify the idea of not having to compromise one’s desires in order to save for the future.

     

    Created by Ogilvy & Mather, the campaign amplifies the idea of not having to compromise your desires in order to save for the future. One half of our life is spent in working hard and saving harder in order to secure the other half. No wonder that insurance communications have always pegged around the later aspect on how to secure our family’s life once we have no income. Given the clutter, the communication of SBI Life Insurance’s Wealth Plan is distinctly refreshing.

     

    “The campaign very beautifully captures the sheer pleasure one experiences while indulging in luxury, with a touch of humour to it. It shows how SBI Life’s Wealth Creation with Insurance Plans lead one to prosperity and a life full of indulgence,” says Braj Kishore, Head- Brand & Corporate Communication, SBI Life Insurance.

     

    Explaining the campaign, Zenobia Pithawalla, Executive Creative Director, O&M, says: “The common man in India spends his whole life and money on every day, mundane things. We wanted to show him, through SBI Life’s Wealth with Insurance Plans, that life can be different.Our film shows a common man indulging in an expensive hair wash at a very fancy salon. What’s more, all this for a few, non-existent strands of hair. Making our point that with the right plan, you can live life the way it is really meant to be lived.”

     

    Abhik Santara, Senior Vice-President, O&M, says: “The communication task for any financial product is duel. First is to create excitement for the product and the second is brand persuasion. Our campaign, hopefully, will make the category ‘interestingly’ desirable without making one grim with future anxiety.”

     

  • A survey by Breakthrough showed that 90 percent of women and girls have experienced sexual harassment once in their lifetime

    Breakthrough gets mothers to educate sons on evident social evil

    By A Correspondent

     

    Every woman deals with sexual harassment in varying degrees in her day to day life. A survey by Breakthrough showed that 90 percent of women and girls have experienced sexual harassment once in their lifetime.

     

    For the most part, young boys and men are unaware of what actually constitutes sexual harassment. Many of their actions that are ‘fun’ to them can actually be categorised as harassment.  Worse still, their actions are justified by friends, family and community with a dismissive statement – “boys will be boys”. This attitude had to change, if we had to root out this evil from Indian society.

     

    Zenobia Pithawalla – Executive Creative Director, Ogilvy & Mather said: “The task at hand was to go beyond creating awareness. Society needed a solution. To talk to these young men, we decided to partner with the greatest influencers in their lives – their mothers. It was important for every son to realise even his mother is not spared. So we invited mothers to share their sexual harassment stories with their sons. In the hope that every son will do his bit to ensure what happened to his mother doesn’t happen to another woman.”

     

    Sonali Khan – Country Director, Breakthrough said: “When Zen and her team presented creative ideas this one stood out. Conversations about sexual harassment don’t happen within Indian families. I have a 19 year old son and I asked myself, ‘did I ever have such a conversation with him’? If a parent has such a conversation what will be the impact? Also do boys understand the incidences they call ‘small’ can gravely impact a girl’s life?  Changing the way you think about harassment is key. And this communication tries to do that. Nothing is trivial.”

     

  • The truth is, Western Classical music is enjoyable at every age

    O&M unveils campaign for NCPA & SOI

    By A Correspondent

     

    O&M has unveiled a campaign for The National Centre for the Performing Arts (NCPA) and the Symphony Orchestra of India (SOI) that highlights the importance of classical music to the audiences.

     

    For decades, this genre has been dressed up in tailcoats, serious expressions and a preconceived notion that it is meant for a generation ‘much before mine’.But the truth is, Western Classical music is enjoyable at every age.That’s the truth the NCPA and SOI wanted Ogilvy & Mather to illuminate, through this film created especially for the online world.

     

    Zenobia Pithawalla – Executive Creative Director, Ogilvy and Mather said, “The best thing about this idea is that to address the client’s concern, we borrowed from their pool of talent. These young students of the NCPA and SOI dived right into the heart of preconceived notions about Western Classical music, to change them, one note at a time. Thanks to the patience and dedication of our young director Afshan Shaikh we were able to bring the idea to life.”

     

    Navin Talreja of Ogilvy& Mather said, “As an agency we are passionate about the performing arts and hence this campaign for the NCPA and SOI. Western Classical is seen as music for older people and so the brief was to get younger audiences in. We felt what better way than to showcase the wonderful talent of the kids who are part of the SOI’s training programmes to inspire the younger generation to come and experience the wonderful Western Classical concerts that are performed at the NCPA.”