Top Story


Home >> Account Movement >> Article

Spice appoints Ogilvy as its creative partner

Font Size   16
Spice appoints Ogilvy as its creative partner

Spice has appointed Ogilvy to handle the creative duties of its mobility businesses comprising handsets & devices (Spice Mobiles), telecom retail (Spice Hotspot) and mobile VAS (Spice Digital).

The win comes on the back of a multi-agency pitch involving leading agencies, including Lowe Lintas, Draftfcb+Ulka, Publicis, Bates141, Everest, Capital and incumbent agency Contract, besides Ogilvy. The pitch process had kicked off in February-end and was concluded by mid-April.

Spice has been going through a transformational phase after the brand was refreshed by a London-based agency, The Brand Union (TBU), in early 2009, defining a new manifesto and strategic direction. The thrust has since been to reinvigorate the brand in a market cluttered by the advent of new players. Spice decided to identify a partner with a deep understanding of market dynamics and to help the brand move to a higher growth trajectory.

Speaking on this development, Vivek Bali, Group President – Global Brand & Marketing, Spice Global, said, “We are very happy to be working with Ogilvy as our creative and strategic communications partner. The appointment of Ogilvy comes after a rigorous process, which included evaluation of key communications metrics. We will continue to make substantial investments in our brand and focus on our essence of Smart Thinking, the core of our DNA.”

“I firmly believe that in our partnership Ogilvy we will be able to leverage their strengths in strategic ideation, strong creative and marketwide impact. I must simultaneously thank Contract Advertising for their support and contribution in building and nurturing the brand thus far which has been substantial,” Bali added.

Speaking on the mandate, Piyush Pandey, Executive Chairman & Creative Director South Asia, Ogilvy India, said, “We are very excited to partner with a growing brand such as Spice, in which we see the potential of becoming a leading brand in the country, not just in its category. We are confident that we would be able to provide the depth of strategic and creative support to take the brand forward to the highest levels of value and equity.”


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.