Speaking to consumer in his own language is what Ogilvy India believes in, which was further fortified with the setting up of Ogilvy Dakshin for the South market in 2005-06.
Quite a few advertisers, especially the ones headquartered in Delhi and Mumbai tend to overlook that the North and South have a complete different set of consumers and hence, a product needs to have separate campaigns for consumers in the two regions. There have been the same campaigns, which have quite a few times been miscast, mis-envisaged, and hastily dubbed, leading to squandering of money. This issue is being seriously taken up and dealt with by Ogilvy Dakshin.
Brands that have worked with Ogilvy Dakshin include Fanta, Fortune Sunlite Sunflower Oil, Thums Up, Coke, Megamart, Cadbury Dairy Milk and Dabur Amla Hair Oil, among others.
Is Ogilvy Dakshin delivering as per expectations? Advertisers for whom Ogilvy Dakshin has worked share their views on the agency with exchange4media.
Idi Srinivas Murthy, Director - Marketing, Coca Cola India, said, “Ogilvy Dakshin has strong focus on local Southern consumer insights and vast experience in developing and executing marketing programmes on this basis. Regional marketing is dominated to a great degree by graphics/ print work, such as point-of-sale-merchandise, outdoor and so on. Dakshin has helped to improve the relevance of the copy, adapt national template to local insights, and make a bigger difference to regional marketing.”
“We turned to Ogilvy Dakshin for brand connect with our huge Southern region market,” said Manish Iyer, Senior Manager, Adani Wilmar. “Brand recall after we broke the first advertising way was very good and we achieved 50 per cent increase in growth in the first year itself. The single most striking contribution of Ogilvy Dakshin is to have made Fortune Sunflower Oil a likeable local brand, which keeps coming through in every study,” he informed.
J Suresh, Managing Director and CEO, Arvind Brand, added here, “We have no hesitation in saying that Ogilvy Dakshin understands local requirements very well and is very capable of developing/ adapting creatives that will touch the local sentiments and make the brand more endearing to Southern audiences.”
“Right from their appreciation of the brief to alternative creative routes (all equally powerful), they weave a distinctive south cultural angle into the proposition to deliver the final campaign across TV, print, outdoor and PR in a top quality way,” informed Vikas Mittal, EVP, Personal and Home Care, Dabur India.
According to Suguna Swamy, Consulting Partner and Creative Director, Ogilvy Dakshin, the Southern markets were a “big fat khazana (‘kajaana’ in Tamil, by the way), waiting to be clicked open” and Ogilvy Dakshin held the key.
She further said, “We have a crack talent team that listens closely to the Southern consumers, knows how to answer their needs, in the consumers’ language, using sounds, music, idioms and imagery that they appreciate. Also, remember that we live and work in a prosperous region, which has a thriving entertainment and film industry. This means we have access to every kind of technical talent as well to execute our ideas. Forward thinking brand marketing teams across India – 11 at the last count – have used this knowledge to their advantage. Sales shoot up every time a client calls in Ogilvy Dakshin. Take a look at our reel – the numbers speak for themselves.”