Ambuja Cements: Master of the humble-brag

Ambuja Cements ranked no. 2 globally by the Carbon Disclosure Project, the company declared this with its brand of full-page financial results ads

Venkata Susmita Biswas 14-May-2018

Little known fact: the cement industry contributes to five per cent of the global carbon dioxide emissions.

Manufacturing cement is one of the most polluting processes as far as greenhouse gases go. So when Ambuja Cements was ranked 2 globally by the Carbon Disclosure Project, the company made sure everyone heard about it.

The humble-brag was hard to ignore. As the company is wont to do, it took to the papers with a full-page print ad announcing its Q1 2018 financial results.

Ambuja Cements took to newspapers to reiterate its pledge to “a carbon footprint-conscious growth”. The verdict about the company’s sustainability performance by the Carbon Disclosure Project (CDP) came just in time for its Q1 results. It is now ranked at No 2 in the world in business readiness for a low carbon economy transition. The copy on ad reads: Our Cement’s Final Output is Clear Blue; the results sit tabulated at the bottom of the page.



In a quarter when the company's profit grew 89 per cent YoY to Rs 338 the copy in bold black letters read at the top of the page: The World Has Recognised Our Lack of Contribution. That statement was followed by the fact that the Dow Jones Sustainability Index (DJSI) ranked the company 7 in the construction material category. It was also the only Indian manufacturer to be awarded such a high rank; the company did not make a huge fuss about this though. The humble-brag has its limits.



“As a leader in the cement industry, the company uses tongue-in-cheek witty lines to drive home a message. The brand is setting an example in the industry using very strong communication about the work it is doing,” said N Chandramouli, CEO TRA.

Commenting on the legendary ads, Prathap Suthan, Managing Partner and Chief Creative Officer, Bang In The Middle, said, “These ads are not intended to sell anything; they make a statement meant to be seen by people at the top like CEOs and investors.”

Both the rankings were published just around the time of the quarter results announcement; Ambuja Cements seized the opportunity to run an ad. “The company turns the drab financial results ad into those that state the brand’s purpose and demonstrate sustained success,” Chandramouli said.

The ads for Ambuja Cements (Corporate) are conceptualised by Alok Nanda and Company. The company is in the habit of creating ads for its quarterly financial results always harking back to the brand purpose of Ambuja Cements - I Can.

Ambuja Cements takes to the papers with its purpose-driven advertising highlighting its role in the story of India and topical matters. In July 2017, the topic was Monsoons. The company has been certified to be five times water positive, giving back five times the water it uses.



In February 2017, it was demonetisation.



In November 2017, it was the Special Olympics



What could it be next quarter? Have any guesses?

Principal Correspondent, exchange4media, Mumbai Susmita is a digital marketing reporter at exchange4media. She writes on latest developments in the ever-changing world of digital media and in-depth stories on all things advertising.

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *

Wavemaker's media launch for ITC Savlon introduces Braille enabled packs

On World Sight Day, Wavemaker created a multi-media campaign in Braille to enable outreach and communication of the initiative

exchange4media News Service 6 minutes ago

Savlon Wavemaker

ITC’s leading health and hygiene brand, Savlon, has introduced Braille enabled packs of Savlon Antiseptic Liquid on World Sight Day. In line with ITC’s commitment towards an equitable and inclusive society, the first of its kind braille enabled packs have been designed not just to enable access but also in its simple way help the visually impaired to identify and access the product easily.  This proactive initiative exemplifies the brand’s commitment to an empowering consumer experience. 
Wavemaker strategised and implemented a first-of-its-kind multi-media campaign to enable outreach and communication of this initiative. 

The genesis of this was a simple life insight, conceptualised by Ogilvy India – Everybody gets hurt. And individuals who are visually impaired are no different. But access to an antiseptic liquid is perhaps not that easy and they would have to wait for somebody to help tend to the wound. This forms the core of the new Savlon film and is the genesis of this initiative - “Agar chot aasani sey lage, toh madat bhi aasani se milni chahiye”. The TVC narrative brings alive this simple insight through some everyday situations and is designed to provoke thought and encourage inclusiveness. 

The campaign needed to reach out to both the visually impaired to tell them about this initiative, as well as drive awareness among the larger populace. And to establish emphatically the news of Savlon Braille Enabled packs, Wavemaker partnered with key news channels and publications to ‘deliver News through Braille’. 
 
Multi-media campaign featured: 

  • Headlines of the day of leading news channels were shared by a visually impaired news anchor using Braille copy.
  • Outlook magazine re-created its cover in Braille. The masthead of the magazine was converted into Braille along with the printed cover story. 
  • The visually impaired got up in the morning and read a Braille newspaper. A special broadsheet in Braille was inserted in newspapers like Vijaywani (selected editions). To facilitate the same, they reached out to a teacher of visually impaired school (who is visually impaired) to translate all the news into Braille. 
  • Dainik Savera – newspaper in Punjab also printed a broadsheet in Braille and carried out on-ground interaction with the visually impaired through it
  • White Print, the newspaper for visually impaired featured Savlon’s advertisement in Braille and wrote about Savlon’s new packaging.

Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited said, “In line with ITC’s commitment to serve a larger societal purpose and to create enduring value for all stakeholders, Savlon celebrates World Sight Day with this unique first of its kind braille enabled packaging in the FMCG space. The initiative is a determined step forward to create a more equal and inclusive society by enabling access.”

Speaking on the campaign, Kartik Sharma, CEO, Wavemaker - South Asia said, “It is rare to see brands changing their packaging to support such a noble cause and creating opportunities by enabling access to the empower visually impaired individuals. I am extremely moved to be a part of such pioneering initiatives. We have tried our best to bring alive this noble cause through various media innovations, consumer programs which will make the entire consumer journey experience much more real.” 

In addition to these media campaigns, Wavemaker also decided to offer a unique consumer experience for Savlon by creating consumer contact programs. Through this program, the teams reached out to visually impaired children in multiple schools and explain them how Savlon packaging has changed and how to use the product. 
 

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *

Amazon Echo’s campaign by Ogilvy brings alive everyday magical moments

Conceptualized by Ogilvy Bangalore and directed by Aarthi Kakkad of Curious Films, the films stitches together an Indian family’s everyday situations

exchange4media News Service 7 minutes ago

amazonad

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with their smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of everyday magic enabled by the Amazon Echo device.

 

Conceptualized by Ogilvy Bangalore and directed by Aarthi Kakkad of Curious Films, the films tell the story of an Indian family where the father, mother & daughter encounters an endearing family moment that is relevant to a daily family setting. One film captures a sweet moment of the father being caught off guard by the mother & daughter secretly dancing to the tunes of a popular Bollywood song. While the other film encapsulates the traditional bond between a father & daughter.

 

Talking about the campaign, Neville Shah, Executive Creative Director, Ogilvy Mumbai, said, “The simplicity of creative was broken down to one thing. How can the Echo be part of your everyday; like a family member. And since this is an extremely new category, familiarizing people with the use of the product is key.”


Ravi Desai, Director, Mass and Brand Marketing, Amazon India, said, With the successful launch of Echo, Indian consumers have shown that they are more than ready to adopt new technologies which are relevant to them. The current campaign is continuation of our launch campaign about how Echo fits seamlessly in the lives of consumers and makes everyday moments special.”

 

Anirban Roy, Senior Vice President - Head of Planning, Ogilvy South, said, “The category is at a nascent stage and hence demonstrating relevant use cases of Amazon Echo was critical for us. We are trying to build the category and at the same time trying to create a positive disposition towards us. The current campaign is an extension of the earlier one. This is a fine example of a campaign where the product is at the center of the story and the storytelling; almost like a member of the family.”

 

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *

Tanishq launches festive campaign for new Utsava range

Tanishq launched a film that shows the different and unique cultures of our country

exchange4media News Service 33 minutes ago

tanishq

Tanishq has introduced an exquisite collection - Utsava - a range that encapsulates the true essence of the festival of lights.

Highlighting the thought behind the collection, Tanishq launched a film that shows the different and unique cultures of our country and no matter the state they are from and the language they speak, everyone comes together to celebrate the wonderful festival of Diwali be it a morning puja in the South Indian household, or a teen patti party amongst friends in the North.

https://www.youtube.com/watch?v=u3d-hfJIXe8

Deepika Sabharwal Tewari, Associate Vice President, Marketing, Jewellery Division at Titan Company Limited, says, “The season of Diwali is always a time for celebration, and we at Tanishq are here to celebrate it grandly with the country. We want to highlight the uniqueness of each ethnicity and yet, with different rituals for the season of lights, at the end of the day, we want to show how everyone comes together to celebrate with their loved ones. Each piece of our new collection Utsava shows delicate craftsmanship that brings out the rich heritage and culture that our country has grown in. Whether we are from the North, South, East or West, we all are proud of what our country is made of, and Tanishq is here to highlight just that.”

Hari Krishnan, President (South), Lowe Lintas, says, “Whether it’s rising oil prices or falling rupee, nothing can dampen the spirit of Diwali. ‘Dilwalon ki Diwali’ is a celebration of India’s unbridled festive spirit and a tribute from Tanishq.”

 

 

Tags Tanishq
SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *

Typhoo Tea launches new ad campaign- “For the good of me”

The campaign, conceptualized by The Mob, takes the unique strengths and beliefs that the brand has built for itself over the years

exchange4media News Service 1 hour ago

typhoo

Typhoo Tea- the British tea brand recently launched a new ad campaign “For the good of me”. The campaign focuses on knowing the benefits of what we consume and conscious eating. With the usage of scenic beauty, the brand has communicated a clear message of accepting only what’s good for you.

The campaign, conceptualized by The Mob, takes the unique strengths and beliefs that the brand has built for itself over the years and depicts it in snapshots of people reconnecting with nature. Different elements of the campaign highlight the unique variants in the range through images reflecting the usage and mood. The motive behind this campaign is to make the audience aware of the latest range of Typhoo- The Herbal Organic Range, among the other variants that the brand offers.

Speaking about the new campaign, Subrata Mukherji, Business Head, Typhoo India, said, “Typhoo as a brand has a legacy of over 100 years and has always been synonymous to nature’s goodness and healthy living. Organic and sustainable living is the need of the hour and we always strive to be ahead in the business by providing what’s best for our customers. We use 100% natural ingredients in our teas and our motto is to communicate the same through this campaign. We have received a lot of appreciation on this and we look forward to more such communication happening from the brand’s end through the same medium.”

Currently, the ads have started coming in print media. The brand is planning to expand this communication through digital and OOH media along with some innovative displays to bring the product story alive at retail platforms.

 

Tags typhoo
SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *

Health advertising: A testimony to our creative transformation?

India winning big at Cannes Lions three years in a row definitely speaks volumes about the creative juices flowing in the healthcare advertising segment

Misbaah Mansuri 8 hours ago

blinktospeak

When Mumbai-based independent Medulla Communications bagged the Healthcare Agency of the Year at Lions Health in 2016, it was a first for the nation as well as the agency. Led by Praful Akali and Amit Akali, the agency that year bagged seven Pharma Lions in all — two gold, two silver, and three bronze. Their work on 'Last Laugh' for the Indian Association of Palliative Care got the Gold home. And with that win, the agency not only put India on the global map but also took health advertising in the country to another high.

 

At Cannes Lions, last year, McCann Health won a Grand Prix for Good in the Pharma category for ‘Immunity Charm’ followed by TBWA\India securing the Health Grand Prix for Good for ‘Blink to Speak’ this year. Winning big three years in a row definitely speaks volumes about the creative work coming out of this segment. We asked the healthcare heroes what this really means…

 

Shining on

 

Praful Akali, Founder and Managing Director of Medulla Communications, feels that India was already arriving on the global healthcare stage. “This year was like a massive ceiling to that because we won the second Grand Prix in a row at the Lions Healthcare. People are really respecting India for that. This year, the folks at the New York Festivals Advertising Awards were like we do live judging sessions everywhere, can we host one in India?”

 

Medulla Communication CCO Amit Akali signals that healthcare is the only category where India has been agency of the year. “India is definitely looked at from an award-point of view. From the non-award-point-of-view too, agencies are integrating health in everything they do.”  

 

Susan Joshi, Co-Founder, Havas Life Sorento, echoes the sentiments. “More and more brands are getting health at the centrestage of everything they do,” she states.

 

Reminiscing old times when the category was just establishing its roots, Joshi says, “The first time when we won an award in 2000, it was for Prescription Club where some pharma agencies participated. And now, the whole space of awards has changed a lot. It has become much bigger and purpose-driven. The stature has gone up. So the kind of work that is participating has also gone up.”

 

From ‘deficiencies’ to democratization

 

Akali (Amit) points out that since Cannes started healthcare, we started to get more democratised in a way that a lot of mainline agencies also started entering healthcare. “Healthcare has become an important category for India in the past 4-5 years. In healthcare, there is a pharma section and a healthcare section. And as you know, pharma healthcare this year was won by TBWA which is a generalised agency.”

 

Over time, to cater to rising demands, agencies launched separate healthcare wings. Last year, independent agency Sorento got acquired by Havas.

 

Joshi explains that going global suddenly became very important but Cannes was the game-changer. “Cannes has set the benchmarks for many people in India. And that has changed the way healthcare communications is done,” says Joshi. 

 

Rajesh Rai, Senior VP and Executive Creative Director, McCann Health, feels that not just the work in the category but the way juries judge the category that has dramatically changed, and this has been a big driver of growth. “Healthcare is really being looked up at now. When we started off, there were only two award shows. The juries here were not able to look at healthcare the way-- the understanding of the category and the understanding of the advertising part. The right mix of it is important, which is now there and this has fostered better creativity,” says Rai. 

 

Akali (Praful) opines that Indian healthcare advertising now is actually better than the best.  He feels that we’re a big market for these advertising companies. “As for the wins at Cannes, it’s been third year in a row for India. So, in fact, people are trying to understand what is it that is winning us all these awards,” he says. 

 

 

Correspondent, exchange4media, Mumbai Misbaah reports on advertising industry. Based in Mumbai, she interviews industry leaders in the creative, advertising and marketing space, reports news updates in the ad space. She drives the ‘Chillout’ section, and regularly reviews ad campaigns. In the past she has reported on mainline news, travel and lifestyle.

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *

‘Noise or music?’ asks Saregama Carvaan’s crackling festive ad

Moving over synthetic families wearing silk garments and plastic smiles that are seen in most Diwali ads, Saregama Carvaan with its festive campaign has brought in a point of view with its recent ad

Misbaah Mansuri 8 hours ago

Festive logo

As Diwali inches closer, brands offer a variety of ads on the platter. However, usually the creative communication over the years has been high decibel and mostly about deals. Moving over synthetic families wearing silk garments and plastic smiles that are seen in most Diwali ads, Saregama Carvaan with its festive campaign has brought in a point of view with its recent ad. Resolving the conflict between ‘noise and music’ the spot shows how the ‘noisy’ side of the festival can be replaced by music.

Resolving the conflict between ‘noise and music’

Ajit Kumar, Vice-President – Sales & Marketing, Saregama India Pvt Ltd said that the brief to The Womb team was to create an ad which is clutter breaking and have the essence of huge nostalgia which the product carries. According to Navin Talreja, Co-Founder, The Womb, the challenge was to find a unique point of view and a distinct voice for the brand amidst all the Diwali sameness. “The festive season is gifting time and many brands leverage the same. Shor ya sangeet’ came from there and we believe that this platform can be owned only by a soulful music brand like Saregama Carvaan,” he stated.

Kawal Shoor, Co-Founder, The Womb, added, “Carvaan’s primary audiences are young, working sons and daughters – to buy Carvaan for their parents and elders. And the modern young workforce in India has a progressive mindset, unconstrained by the baggage of the past. To appeal to the young, Carvaan needed a young, progressive point-of-view. ‘Shor ya sangeet’ is our attempt to suggest that there can be a more meaningful way to connect with the young other than using yo-kids, high-fives, and all the stereotypes marketing uses to make brands youthful. Everyone has a soul, and the youth, more so. And it helps that Carvaan’s point-of-view also connects beautifully with the elderly.”

Prakash Varma – Director, Nirvana Films, concluded, “Carvaan is a special product, and this one is a special film. To make a simple film is rare. I am blessed to have this opportunity. The idea is sensitive but effective. And the choice of the dog makes it even more special, as ‘indies’ are truly beautiful, and need to be celebrated. A special thanks to Navin, Kawal, Akshat and Heval at The Womb. And none of this would be possible unless creative leaders like Vikram Mehra see the beauty in a simple, effective message.”

Sparkly or not?

The ad execution is beautiful and brings a string of emotions with it. It breaks the clutter of the conventional Diwali communication by raising an interesting question of choosing between 'noise and music’. Showing how the noise can scare animals and be substituted by music instead makes the ad endearing, genuine and relatable. The strong insight it stems from and the way it communicates to its target audience, like the brand's previous campaigns, can fetch it 'top-of-the-mind brand recall'. The beautiful brand storytelling and the way the product is integrated in the ad makes it hit all the right musical notes!
 

 

Correspondent, exchange4media, Mumbai Misbaah reports on advertising industry. Based in Mumbai, she interviews industry leaders in the creative, advertising and marketing space, reports news updates in the ad space. She drives the ‘Chillout’ section, and regularly reviews ad campaigns. In the past she has reported on mainline news, travel and lifestyle.

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *

Alia Bhatt is the face of Nokia phones in India

Nokia’s print campaign with Alia Bhatt went live on October 12 to mark the festive season.

exchange4media News Service 1 day ago

AliaNokia

HMD Global, the home of Nokia phones, on Monday announced that actress Alia Bhatt will be the face of Nokia phones in India.

In a statement, the company said that Bhatt connects strongly with today’s generation of Indians who are multi-dimensional, multi-faceted and multi-achievers. Her success and her personality therefore make her align perfectly with Nokia phones and with HMD-Global, itself a young, entrepreneurial brand, the statement said.

Announcing the association, Ajey Mehta, Vice President and Country Head – India, HMD Global, said, “We are really excited to have Alia Bhatt as the face of Nokia phones. She is one of the brightest stars of Bollywood and it’s great to have her on board with us. Her commitment to her work coupled with her perfection in her craft of acting, is in alignment with our approach to mobile making. I am confident that in the coming together of Nokia phones and Alia Bhatt, we will further enhance the excitement around our new launches for our fans.

 

Alia Bhatt said, “I love the experience of using my Nokia smartphone and flaunt it at work, with friends and my family. It feels so premium in my hand and the craftsmanship is perfect. And what’s great is that with the reliability of a Nokia phone, its distinctive design and great overall experience, I get to be me, do my work and have fun without needing to worry about anything else. I’m delighted to be the face of Nokia phones.”

 

Diwali campaign

The Nokia phones print campaign with Alia Bhatt went live on Friday (October 12) to mark the festive season. Fans will see the campaign across print and television commercials as well as retail outlets.

The campaign takes an affectionate and light-hearted look at the unique role played by a young person (and her Nokia smartphone) in making Diwali celebrations with her loved ones truly special.

 

Talking about the campaign, Ajey Mehta said, “The young generation is relied upon by their loved ones for so many things that they do with just a few clicks on their phones – from paying a bill to capturing memories. This insight is at the core of our campaign and helps make Nokia phones relevant for these young consumers.”

 

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *

Here's why actor Rajkumar Rao lives in his bathroom

National Award winning actor endorses Bathsense by Asian Paints in TVC conceptualised by Madison BMB

exchange4media News Service 1 day ago

madison logo

To introduce its new bathroom offerings named Bathsense in India, Asian Paints has launched a 360 degree campaign, centred on a series of TVCs for North India. The TVCs were supported by an outdoor, print, digital and radio campaign, various activations and other point-of-sale elements for dealers, plumbers and customers. The entire campaign was conceptualised and created by Madison BMB, a unit of Madison World.

The concept of the campaign, including its tagline ‘Bathrooms that understand you’, came from an insight that today bathroom products come in endless shapes and designs, but what one wants is a bathroom that smartly understands his/her expectations, including qualities such as hygiene and durability. The campaign uses both quirkiness and simplicity to talk about how Bathsense products understand the user, even if the outside world might not with the repeated use of the phrase ‘Isse pata hai’ (this understands me). The phrase is also utilised in other elements of the campaign to provide continuity with the films. The story called for a central character who could simultaneously be charming, easy-going, funny and classy which is why actor Rajkumar Rao was chosen for the North Indian (Hindi) film. His interaction with the products is showcased across all elements of the campaign, including print, hoardings and catalogues.

Regarding the campaign, Pragyan Kumar, Vice President, Asian Paints Home Improvement, says: “At Asian Paints, we have always strived to cater to the ever changing needs and wants of the consumer. Brand Bathsense is another step on that front. Apart from having great designs that look beautiful, Bathsense is committed to provide innovative solutions to problems that have remained unanswered for long. We strongly believe that the “Isse Pata Hai” campaign will help us seed Brand Bathsense in the market and establish clearly to our customers that we are here to offer solutions that truly understand them.”

Raj Nair, CEO and Chief Creative Officer, Madison BMB, says “In today’s day and age, it seems almost old fashioned to find a brand’s virtue in the brand’s features themselves. Having said that, when we realised that the features of brand Bathsense were as distinctive as they were, we thought why not build the proposition around the features themselves. Hence Bathrooms That Understand You packed with features that solve everyday issues in the bathroom was born. Then came the added bonus of Rajkumar Rao who with his performance has made the campaign more memorable. Plus the music in the films is extremely quirky and catchy. In fact, seeing the instantaneous positive response of the dealers at the launch was an incredibly satisfying conclusion that should resonate well with consumers too.” 

Kim Solomon, COO, Madison BMB, says “The campaign presented us with a one-of-a-kind opportunity to do something in the bathroom communication space that has never been done before. We wanted to set a precedent that could be proudly added to the hallmark of excellence that Asian Paints ads and campaigns have always been known for. We’re very happy to have exceeded all our expectations.”

 

 

 

CREDITS

 

Raj Nair, CEO & Chief Creative Officer

Kim Solomon, COO

 

COPY

Shomo Sen (ACD), Raj Nair

 

ART

Vallabh Yeolekar (CD)

 

ACCOUNT MANAGEMENT

Sanferd Romos

 

DIRECTOR

Harsha Rao

 

PRODUCTION HOUSE

Black Picture Co.

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *

Vanilla Films: One year, 13 projects, and 24 films later

The ad film house launched by Harshik Suraiya, Chintan Pandav, and Vinit Bhatt completes one year

Venkata Susmita Biswas 8 hours ago

VanillaFilmsFounders

“We thought we will not survive the first year,” says Harshik Suraiya, talking about his entrepreneurial venture - Vanilla Films - an ad production house he launched in September 2017. 

Suraiya and one of his co-founders Chintan Pandav (Producer and Editor) - were full-time professionals before they decided to tear through the safety net of a secure job to start something on their own. Suraiya was a rising star at Ogilvy where he worked as a creative director; Pandav an editor at Greymatter. Vinit Bhatt was the only one among the three co-founders to have known the uncertainty of entrepreneurship - he was a freelance photographer. 

“There was no plan B when we started out,” they tell me. A completely bootstrapped venture, Vanilla Films, in one year has worked on 13 projects and made 24 films in all. While their reputation and work ethic has been the key driver of their success so far, the trio is ever thankful to all the friends in the agency business who have trusted them and given them over the last one year. 

Vanilla Films has worked on ad films for brands such as Hyundai, Bournvita, Bluestar, Cipla, Perfetti Van Melle, Cadbury Fuse, Unlimited Fashion Store, and La Casa Luxury Club. The ad film studio has collaborated with multiple agencies during this one year including Ogilvy India, Law&Kenneth Saatchi&Saatchi, What’s Your Problem, and Innocean Worldwide. 

The trio work with a team of 8-9 freelancers who are as good as full-timers in spirit, Suraiya says. Vanilla Films is looking to expand its team and grow bigger. The team at Vanilla Films has worked on ads for television and digital and is prepared to produce any kind of content that a brand might require. There is just one ground rule they have set for themselves - to create work that is long lasting and not work that has a short shelf life. 

Although the client is generally known to be the one with the oddest demands and desires and makes life difficult for the creative guys, Bhatt, says “getting Harshik’s nod of approval is so much harder.” “In some cases, we have put in money from our own pockets to create good work and ensured we have never compromised on quality,” Suraiya says. 

Vanilla Films is all ready to join the big leagues and is currently working on a project whose scale they say is in “eight figures”. 

Before they sign off, we ask them for their photographs, and what they shared with us is what you see here. Each of them took a vanilla ice cream cone to their face. Why? “Just because we can do whatever we want as entrepreneurs.” Did they leave something unsaid? We think it might have been: therefore, we can do whatever that a client needs. 

Some ad films by Vanilla Films: 

Bournvita Biscuits - Paris from Vanilla on Vimeo.

Hyundai - Drivers of Tomorrow from Vanilla on Vimeo.

Unlimited - #StoryInEveryChild from Vanilla on Vimeo.

La Casa - Director's Cut from Vanilla on Vimeo.

Principal Correspondent, exchange4media, Mumbai Susmita is a digital marketing reporter at exchange4media. She writes on latest developments in the ever-changing world of digital media and in-depth stories on all things advertising.

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *

Data can better connect the entire marketing value chain: CVL Srinivas

As WPP holds its first data summit- Date with Data- on October 16, we speak to CVL Srinivas, Country Manager India, WPP, about the industry’s love and need for data and the changing role of CMOs.

Naziya Alvi Rahman 1 day ago

CVLSrinivas

Ahead of ‘Date with Data’, WPP’s first data summit scheduled to take place on October 16, CVL Srinivas, Country Manager, WPP India, speaks to exchange4media about the changing role of CMOs in this new data-driven industry. He also shares his insights on the impact that the use of data has on ROI for clients and the need to have a first-of-its-kind data summit in India.  Excerpts:-

 

Data hasn’t just changed the CMO’s role, it has disrupted it. CMOs were traditionally communication and campaign-focused, but it has changed now. As an industry expert, what advice would you like to give to budding CMOs on the use of data in marketing?

The starting point is to understand what all is available across first, second and third-party data and how the relevant data sets can be combined to unlock richer insights for the business. From sharper consumer insights to understanding the full consumer journey to campaign planning and measurement, data can better connect the entire marketing value chain. CMOs will do well to reimagine and rewire their teams, making it a more data-centric marketing organisation. Apart from better marketing ROI for existing brands, data can help unravel new products, new consumer segments and new distribution channels.

With a stricter data privacy regime, CMOs need to fully understand the implications of new laws like GDPR and the recommendations put together by the government-appointed committee in India, to get a clearer sense of where things are headed.

Keeping the above in mind, CMOs should be wary of falling into the trap of a data-only approach, which could undermine innovation and creativity. The power of ‘the idea’ or the marketing gut is an equally strong driving force towards a successful marketing approach. In the overall scheme of things, data shines in its role as a partner and supporting force for the development of great ideas. 


Everyone loves data and digital because it is measurable. Is the lack of uniform third-party measurement in India making agencies and marketers rethink the real impact of their campaigns? And therefore, could marketers be rethinking digital budgets?

Audience attention is shifting every day and if you are a brand or an agency, you need to identify where the interest of your audience lies. However, measurement is a concern. As you have rightly pointed out, there exists the lack of a third-party measurement in India.

Every digital platform has a different way of counting views/engagement and impressions on videos; whereas we know that the TRP (television rating point) evaluation is fixed and we can calculate it, regardless of whether it's on cable or satellite.

Ad agencies, clients, partners and brands need to come together to collectively work on measurement standards to advocate for digital spends.  If one takes a more holistic view, digital has more data and can drive more accountability than any other medium. An industry measure will only help create a standardization for the benefit of all. However, often what’s missing is the ability to make right connections between data points to build actionable insights and attribution models.


This is the first time WPP has called for an initiative like 'Date with Data' in India. How do you expect the industry to benefit from this?

All of WPP India have come together to create this data summit. So firstly, it's a great example of collaboration towards creating value for our clients, partners and people. Being a leader in this space, we felt it's time to create a forum to help accelerate the growth of data journey in a responsible way. This attempt targets getting everyone's understanding on the same page. The forum will give a global and local perspective, a balanced view between today’s requirements versus future opportunities, and bring data & creativity together onto one platform. We’ve had a tremendous response and are eagerly looking forward to hosting and enabling our industry's growth and future together. 

If we were to quantify the impact of data, how much direct impact the use of data has had on ROI for your clients?

As discussed earlier, having a data orientation will not only deliver better ROI for existing brands but can help uncover new products, new distribution channels and new consumer segments. We have numerous examples of clients getting better ROIs across the value chain. Our clients will be showcasing some of their successes during the summit. 

Where do you place Google and Facebook? Are they friends or enemies of the advertising community? Is this competition with tech giants healthy for the growth of the industry?

India is a unique ecosystem where the best of global and local players compete. This helps drive innovation and opens up opportunities for marketers. Even the big global players have innovated specifically for our market. In our super connected world, it will become increasingly hard for anyone to not integrate with the larger ecosystem. We have great partnerships with all the players and work together to create value for our clients.

With media buying going programmatic, marketers are taking the job in-house. Your take.

If the idea is to integrate better with business, then we completely subscribe to it. In fact, we are co-locating our teams and embedding critical functions with many of our clients’ businesses. It helps improve coordination and speed of response. As a group, we are pioneers in kickstarting this many years ago.
Having a fully-owned and operated model of in-housing comes with its own set of challenges. Some clients have tried it in the past. It needs the right people, culture, products and orientation to become successful. In my personal view, it can be really hard to replicate all the strengths that an agency brings to a client set-up and run it successfully. 

 

Associate Editor, exchange4media, Mumbai As the editorial head for the website, Naziya covers media, advertising and marketing domains. Prior to joining the digital domain, she worked for 12 years with leading newspapers covering political, legal and crime beats.

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

Your e-mail address will not be published. Also other data will not be shared with third person. Required fields marked as *