DDB Mudra Group aims to create gender equity in leadership with Phyllis India Project

The project is a year-long mentorship program to nurture and empower a community of women leaders in the company

e4m by exchange4media Staff
Published: Oct 25, 2021 2:54 PM  | 4 min read

In a bid to create a more gender-balanced company, the DDB Mudra Group has successfully launched ‘The Phyllis India Project’, a year-long mentorship program to enable and encourage women to thrive in leadership roles and drive professional growth.

“The comprehensive training program includes a customized career plan for each participant based on their goals and development areas. The program transcends the boundaries of the professional sphere by helping participants navigate mental and societal challenges such as experiencing motherhood guilt-free, overcoming the imposter syndrome, courage and self-belief, making your voice heard and other such themes,” the agency said.

The Phyllis India program is designed to provide consistent and personalised interventions in the form of training modules, mentoring sessions and fireside chats with industry leaders.  Each participant’s career plan and development is tracked and reviewed monthly with the leadership team. The program includes one-on-one and group mentoring sessions conducted by several industry leaders including Suparna Mitra (CEO – Titan Watches), Gayatri Yadav (CMO – India & SEA, Sequoia Capital) Virginia Sharma (VP - Brand Solutions, Jio Saavn), Vasuta Agarwal (MD - APAC, Inmobi), Indira Rangarajan (National Content Director - Digital, Mirchi), as well as DDB leaders like Varsha Kaura (Global Business Director, DDB Worldwide), Diana Sukopp (CCO, DDB Germany), Noelle Baer (VP & Strategy Director, DDB Chicago), among others. With this initiative, the Group intends to create a community of women leaders of today who can be the role models that inspire and support the women leaders of tomorrow. 

The DDB Mudra Group first entered participants into the global Phyllis Project in 2017. Having built on the fundamental principles and pillars of the global program, the company introduced the Indian edition that addresses the cultural challenges that women leaders face in the country. The Phyllis India Project pilot kicked off in 2020. The program has since been training its pilot batch of women leaders.

Parallelly, ‘Equal Parenting’ is another initiative intended to help employees balance their personal roles as parents, with their professional aspirations. It is inspired by the need to retain mothers in the workforce and create equal parents among men. Guided and informal sessions focus on ungendering and redefining the roles of both mothers and fathers.

“Gender gaps influence society, culture, economy and the way in which we shape our world for the next generation. Supporting the advancement of women and non-binary individuals by addressing the challenges they face is a global priority for the Group, and we in India have taken it very seriously. It’s inspiring to watch the participants of the Phyllis program grow personally and professionally, take on new roles, and steer the company towards a future with unbound potential. Leaders like Mehak Jaini who now heads Strategy at 22feet Tribal WW, and Sharon Misra who is now leading Exxon Mobil’s business, are great examples of how the program enables and empowers women to lead the biggest businesses in the market. Our notable alumni from this global programme include Shagun Seda, Marketing Director at Netflix, and Sonal Jhuj who leads Global Brand Strategy at Lego Global,” says Aditya Kanthy, CEO & MD, DDB Mudra Group.

The Group recently supported the UN’s Women Empowerment Principles (WEP). The WEPs platform offers the private sector a global network of like-minded companies and guidance on advancing gender equality and women’s empowerment in the workplace, marketplace and community.

“At DDB, we know that better product and cultures emerge from diverse and inclusive teams. That’s why initiatives like The Phyllis Project are at the heart of our people strategy. We hope to learn and strengthen our current efforts from the UNWEP network, which is yet another step in making a deeper, meaningful impact. This impact drives culture, company policies, business, and gender parity at work and at home,” says Rita Verma, Executive Vice President and Head-HR, DDB Mudra Group.

‘The Phyllis India Project’ currently engages with 25 of the brightest women talent in the DDB Mudra Group, has conducted over 35 group sessions and 100 one-on-one mentoring sessions so far. The program is named after Phyllis Robinson – DDB Worldwide’s first copywriter and the first female copy chief in U.S. history. Phyllis was known for her rebellious creative spirit, for challenging the rules and opening the doors for women in the industry. An icon of the creative revolution, her spirit continues to inspire women leaders to this day.

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Aditya Birla Sun Life Mutual Fund honours partners who support us in investment

The campaign #AapkeSapnoKeSarthi aims to recognize the important role that MFPs play in the financial ecosystem

By exchange4media Staff | Mar 29, 2023 1:44 PM   |   2 min read


Aditya Birla Sun Life AMC Limited has launched a campaign #AapkeSapnoKeSarthi to recognise the dedication and commitment of our partners towards making investing an effortless experience for investors.

#AapkeSapnoKeSarthi aims to recognize the important role that MFPs play in the financial ecosystem and is committed to supporting them in their efforts to educate and guide investors. As part of this commitment, ABSL-MF has launched several initiatives aimed at empowering MFPs and enhancing their capabilities. These initiatives include training programs, investor education campaigns, and digital tools to help MFPs better serve their clients.

Commenting on the campaign, A. Balasubramanian, Managing Director and Chief Executive Officer, Aditya Birla Sun Life AMC Ltd., said, “Our mutual fund partners have been the driving force behind our company's success for many years. Their unwavering commitment to our investors and their expertise in navigating challenging market conditions have been crucial in creating long-term value for our customers. We are incredibly grateful for their exceptional services, and we recognise the significant role they play in shaping the growth and development of the mutual fund industry. With our latest campaign, #AapkeSapnoKeSarthi, we hope to showcase the dedication and commitment of our partners and highlight their role as trusted companions in our investors' financial journeys.”

The three-minute film shows how these partners, who often go unnoticed, always put their investors' interests ahead of their own, even if it means sacrificing their personal time and responsibilities. The emotional support and guidance provided by these partners are highlighted in the film, and it is heart-warming to see how they have become an integral part of the investor's family. The campaign is directed by Prateek Pendharkar under the creative guidance of Lakshyya Sharma who is a Creative Head with Zero Followers.

Commenting on the ad campaign, Vaibhav Somani, CBO and COO Zero Followers, said, “Creating a campaign that celebrates the unwavering commitment of mutual fund partners towards making investing an effortless experience for investors was a challenging yet fulfilling experience for our team.”


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ICICI Lombard's 'unbelievable' new offering makes aliens and dragons more believable

Phase 2 of the company's #UnbelievableButTrue campaign highlights its Health AdvantEdge Plus & Befit health insurance cover offers

By exchange4media Staff | Mar 29, 2023 1:12 PM   |   3 min read


ICICI Lombard announced the launch of phase two of its multimedia campaign for the Health AdvantEdge Plus & BeFit Cover. In its improved avatar, the cover will now include maternity benefits, cashless medicines, and lab tests, along with its already existing features of cashless OPD, virtual consultations, physiotherapy, and wellness benefits. To communicate the same, #UnbelievableButTrue campaign, launched last year, its Phase-2 unfurl on Health AdvantEdge Plus & Befit health  insurance cover offers access to general, specialist, and super-specialist doctors online or at the clinic for everyday health needs that do not require hospitalization.

The second phase of the #UnbelievableButTrue campaign will see the release of 2 films across television, digital and social media platforms, to highlight the numerous benefits of the policy, which offers comprehensive health coverage customized to meet the changing needs of modern-day individuals and families. It is a 360-degree integrated communication campaign involving TV, Digital, and social media across all mainstream News Channels (Hindi, English), Digital platforms (Google, Meta, and Affiliate) and social media.

Speaking at the launch, Sheena Kapoor, Head of Marketing, Corporate Communication and CSR at ICICI Lombard, said, "As India's leading private general insurer, health and wellbeing is a key focus area. We were the first in the country to launch cashless OPD product and now are offering a holistic product, 'Health AdvantEdge Plus & BeFit cover' that covers a gamut of features including maternity, diagnostic or lab tests, pharmacy etc making this a truly unique and innovative offering. Our campaign thus emphasises the 'UnbelieveableButTrue' proposition through films which are quirky and witty coupled with an endearing banter about how a science professor matter of factly alludes to aliens and dragons. We are deploying an integrated communication approach across TV, digital and on ground with our channel partners and have garnered a lot of positive feedback as we do a rerun of this campaign, having already won us several awards and over 40.27 mn views and a lot of customer love.”

Speaking about the campaign conceptualised by Ogilvy India, Talha Bin Mohsin & Mahesh Parab Executive Creative Directors said, “For an insurance provider to go down to the very basics of healthcare and provide such a comprehensive healthcare cover is unheard of. When we add the cashless aspect to that, it makes the offering even more commendable. Undoubtedly, the campaign would need to convey the magnanimity of an offering like Befit Cover. We knew the reactions it would draw from the Indian masses were going to be massive. And with that, we didn’t have to look very far to get inspiration for our #UnbelievableButTrue campaign.”

The post-pandemic society has undergone significant transformation and has changed its perceptions of general medical infrastructure and healthcare processes, with preventive healthcare taking centre-stage as consumers are far more aware of and take conscious decisions towards improving their health and well-being. Owing to the new consciousness, pathological tests have emerged as a new touch point for consumers to take care of their physical well-being. Additionally, bearing in mind the medical journeys expectant mothers take, the Health AdvantEdge Plus & Befit Cover  has expanded its ambit to include maternity benefits and laboratory tests. Outpatient healthcare is being perceived and delivered differently in today’s world. To keep up with this new normal, the Health AdvantEdge Plus & Befit Cover has been tailored to meet clients' ever-changing needs and is completely cashless.

Through its insurance products, ICICI Lombard, among other companies, provides end-to-end wellness solutions to its valued customers. As good health and immunity become more important, this one-of-a-kind solution will become more useful and relevant than ever.

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Badshah Masala sings a new tune with revamped ‘Swaad Sugandh Ka Raja' jingle

Havas Worldwide India, which handles the brand's creative mandate, has played a crucial role in remixing the old jingle

By exchange4media Staff | Mar 29, 2023 12:34 PM   |   3 min read

Badshah Masala

Badshah Masala is infusing fresh life into one of India’s most iconic jingles ‘Swaad Sugandh Ka Raja, Badshah Masala’. The brand today launched a new, progressive version of the iconic jingle that will focus on different consumption occasions through the prism of family and the time we spend with our loved ones while retaining the essence of the original tune. 

With Dabur acquiring the legacy brand last year, Badshah Masala has overhauled its product range and has added new products like quality spices and spice mixes to its portfolio along with a reinvigorated promise of Trust.  

Badshah Masala Chief Executive Officer Rehan Hasan said, “Badshah Masala is a household name in the spices and seasonings category in India. The jingle has been associated with Badshah Masala for decades and has become synonymous with the brand. The new version reflects the brand's commitment to quality and its roots in India's rich culinary heritage. We believe that it will strike a chord with the consumers and remind them of the authentic Indian flavours that Badshah Masala provides. The new jingle will be used in all Badshah Masala's advertising campaigns across various media platforms, including television, radio, and social media.” 

The creative mandate is being handled by Havas Worldwide India. The agency that has played a critical role in refreshing the old jingle will oversee the brand’s marketing communication going ahead. 

Speaking on the occasion, Havas Worldwide India Chief Creative Officer Anupama Ramaswamy said: “It was quite interesting to rehash the iconic jingle that has been etched in our minds for 40 years, while retaining its crux and feel. Therefore, while ideating we kept the angle of modern families, the new and healthy equation between them as well as changing roles, to make the ad more contemporary, aspirational, and relatable. There is no doubt that the new version of Badshah Masala ad is modern but at the same time there are situations which brings out beautifully the legacy of the brand.” 

“We are thrilled to bring on-board Badshah Masala in Dabur’s Foods portfolio and believe the addition will not only strategically expand our business but will also build on its existing legacy for all future intents and purposes. We aim to live up to consumer’s expectations of the premium and quality spices and spice mixes in the years to come. With Dabur’s acquisition of the legacy brand last year, Badshah Masala has overhauled its product range and has added new products like quality spices and spice mixes to its portfolio,” Mr. Hasan added.

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Why SRK prefers Thums Up ‘in a glass'

The cola brand has roped in Shahrukh Khan and Vijay Deverakonda for the new campaign ‘Toofan Glass Mein Nahin, Glass Se Peete Hain’

By exchange4media Staff | Mar 29, 2023 11:28 AM   |   3 min read

Thums up

Thums Up has unveiled a new power-packed campaign ‘Toofan Glass Mein Nahin, Glass Se Peete Hain’.

This campaign exhibits the experience of consuming Thums Up from the Returnable Glass Bottle (RGB). The new campaign features Shahrukh Khan and Vijay Deverakonda bringing out the TOOFANI adventure.

The campaign encourages consumers to have the ultimate TOOFAN experience by consuming chilled Thums Up from the returnable glass bottle, which further enhances its  strong taste with the rising fizz.

Commenting on the new campaign, Tish Condeno, Senior Category Director, Sparkling Flavors, Coca-Cola India & Southwest Asia said, “Thums Up is India’s very own homegrown brand and we are thrilled to bring forth the experience of relishing our chilled beverage with power-packed TOOFAN from returnable glass bottles. The campaign featuring our favourite Shahrukh Khan and southern superstar Vijay Deverakonda resonates with the brand’s ideology of experiencing THUNDER from a chilled returnable glass bottle.”

The launch of the new campaign reinstates the brand’s focus on providing consumers with an unparalleled consumption experience directly through glass bottles. Returnable glass bottles (RGB’s) are part of The Coca-Cola Company’s commitment to accelerate circular solutions for packaging. The Company’s World Without Waste strategy focuses on the entire packaging lifecycle—from how bottles and cans are designed and produced to how they’re collected, recycled and repurposed.

Ritu Sharda, Chief Creative Officer, Ogilvy India (North), said “Thums Up is the strongest drink in the market, and the whole act of SRK and Vijay Deverakonda grabbing a Thums Up glass bottle from the chiller, and just having it straight up felt raw and strong. Also, that pop sound of the crown flying off, watching the fizz rise up like a storm, the feel of the cold rim against your lips, and the thundering taste, of course, all adds to the Thums Up experience in a glass bottle, and we wanted you to experience that. Those of us who have had a chance to drink from the glass bottle, perhaps know that feeling, but for a whole new generation of Thums Up lovers, who still don't know, here's the truth -

"Thums Up peene ka Mazza glass mein nahin, glass se aata hai "

The new campaign has been brought to life through integrated 360-degree efforts across TV, social, digital, and OOH. The TVC revolves around the enriching experience of drinking the toofani beverage - Thums up, directly from the chilled glass bottle. This campaign is building on the brand’s recent campaigns on strong taste and how Thums Up pairs well with the strong flavours of biryani. 

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Cannes Lions to ensure adequate representation of Black talent

Black Out 2023, a new program by Cannes Lions in association with Black British Network, will secure attendance for up to 50 people from the Black community at this year’s festival

By exchange4media Staff | Mar 29, 2023 8:50 AM   |   3 min read

Cannes Lions

After introducing Gaming and Metaverse, the Cannes Lions Festival of Creativity organizers have now announced that they will create much-needed access for Black talent to the Festival and associated industries from this year onwards. Cannes Lions Festival is slated to be held in Cannes (France) from June 19 to 23. 

In association with Black British Network, Cannes Lions have launched Black Out 2023, which is a callout to organizations connected to the marketing and creative industries to ensure the presence of Black talent at the largest industry gathering in the world. 

The programme will secure attendance for up to 50 people from the Black community at this year’s festival through a campaign focused on driving investment from leading organisations, the organizers said in a press statement.  

Simon Cook, CEO of LIONS, said, "Cannes Lions is committed to driving equity within our industry, and we are pleased to be partnering with Cephas to launch Black Out as part of our commitment to actively combatting underrepresentation. Our industry recognises the importance of supporting Black talent and removing barriers to progression, and Black Out enables organisations to show their support.”

Cannes Lions will provide the Festival passes and the Black British Network will lead an investment campaign to cover flights, accommodation and associated costs. Any additional funds raised will be used to support the ongoing work of the Black British Network to achieve equity and inclusion across the industry.

The campaign is focused on improving accessibility authentically, from the ground up, and is open to Black talent at any stage of their career, from those who have been in the industry for many years, to those seeking a point of entry to the industry. Applications are now open on the Black British Network website and the Crowdfunder is now live.

Black Out 2023 is an evolution of an independent campaign launched by Cephas Williams, founder of the Black British Network in 2022 to see a greater level of Black representation at the Festival. 

In the lead-up to the Festival, Williams committed £20,000 of his own money to bring Black talent with him, and invited the industry to take action on their commitment to inclusion and invest alongside him. Williams’ own initial investment was more than tripled by the ensuing campaign and secured fully-funded access to Cannes Lions for six people.

Williams’ enduring ability to spot opportunities that uplift and develop Black individuals has inspired Cannes Lions to formally collaborate with the Black British Network on a joint talent programme. Whilst industry leaders are collectively vocal about the need for greater diversity, Black talent continues to be underrepresented and undervalued at all levels.

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Cannes Lions: Sukesh Nayak, PG Aditiya & Gautam Reghunath among speakers

The three Indians are among the first list speakers at the prestigious award ceremony

By exchange4media Staff | Mar 29, 2023 9:00 AM   |   2 min read

cannes lions

Cannes Lions Festival of Creativity’s line-up this year will draw inspiration from a broader and more diverse spectrum of creative disciplines, creators, visionaries and thinkers. 

The organizers have released the first list of 77 speakers. Among them are Sukesh Nayak, Chief Creative Officer of Ogilvy; PG Aditiya, Co-founder and Chief Creative Officer and Gautam Reghunath Co-founder and CEO of Talented ad agency. Aditiya and Reghunath had previously worked with dentsu and set up Talented only last year. 

Incidentally, Olgilvy and Talented both have recently created some wonderful campaigns with women in focus. 

Bengaluru-based Talented’s latest ad campaign “The Superwoman” for Tanishq reiterates that women are humans and being called a superwoman is a compliment only when it’s not an expectation. 

On the other hand, Oglivy’s campaign for JioCinema around India’s first Women's Premier League (WPL) celebrates the girls' entry in India’s biggest sought-after tournament and brand property. 

Actress and UN Women Goodwill Ambassador Danai Gurira and top executives from Mondelez, Ali Baba, Google, Pfizer, P&G, Diageo, MIT and LinkedIn will also hit the stage. 

Besides, heads of several creative and media agencies such as DDB Mudra Worldwide, Mindshare, Mindscape, Digitas, Satchi & Satchi will also share their thoughts on a range of topics.

The prestigious award ceremony will be held in Cannes (France) from June 19 to 23. 

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New Pulse ad ends on a zingy note

The campaign has been conceptualised by Wunderman Thompson

By exchange4media Staff | Mar 28, 2023 3:00 PM   |   3 min read


Dharampal Satyapal Foods Ltd, a part of DS Group has launched a new TVC for Pass Pass Pulse, the nation’s favourite hard-boiled candy, titled, ‘Courtroom’. Reiterating the core communication of the brand, ‘Pran Jaaye Par Pulse Na Jaaye’ in a light-hearted courtroom drama setting, the TVC features Mr. Saurabh Shukla and Mr. Abhishek Banerjee in the role of a judge and a lawyer respectively, trying to unfold a case with Pulse as the key evidence.  Mr. Shukla and Mr. Banerjee are famous for their acting prowess, screen presence and well-timed humour. This new TVC is a humorous take on a courtroom situation that highlights how the craving to have a Pulse can make people go to any lengths. The TVC has been conceptualized by Wunderman Thompson, Delhi and directed by Mr. Rajesh Krishnan. 

We see the Lawyer (Abhishek Banerjee) telling the Judge (Saurabh Shukla) about the evidence, a Pulse Candy left at a crime scene by the accused. Showing it to everyone present in the court, he asks who it belongs to. The craving for the candy is such that everyone raises their hands, including the Judge. But the clever lawyer outsmarted everyone by popping it in his mouth before anyone could grab it. 

Commenting on the occasion, Mr. Arvind Kumar, General Manager, Marketing, Dharampal Satyapal Foods Limited, said, “‘Irresistibility’ is the core product philosophy of pulse. The behavioural insight of the consumers indicated that Pulse consumers don’t want to share their Pulse candy with anyone. We have built on this premise over the years through our communication Campaigns revolving around the theme, ‘Pran Jaaye Par Pulse Na Jaaye’. This latest TVC also highlights the irresistibility of Pulse in a humorous courtroom drama where everyone present, including the Judge is willing to be labelled as an accused, just to get their hands on Pulse candy.” 

Commenting on the campaign, Sundeep Sehgal, Vice President & ECD, Wunderman Thompson, said, “Over the years ‘Pran Jaaye Par Pulse Na Jaaye’ commercials have gained a separate fan base due to their whacky plots and masaledaar twists. And people want more. So, this time we took Tangy Twist a notch higher to increase brand love. We developed crazier stories. We roped in acting powerhouses – Saurabh Shukla and Abhishek Banerjee to take you on a never been before masaledaar journey that you’ll relish for a long time.” 

The campaign is live on leading channels like YouTube, Social Media (Facebook & Instagram), and OTTs (Hotstar, Zee5 etc.) 

DS Group is known for its expertise in innovative Indian flavours and formats. Pass Pass Pulse, the hard-boiled candy from DS Group stormed this market with its launch in 2015 and since then, is the leading candy brand in India. The tangy twist to the conventional taste makes Pulse an absolute standout! Pulse candy, continuously endeavours to engage with consumers through creative and innovative ways to develop a stronger connection. Launched in 2015, Pulse Candy comes in 5 mouth-watering flavours, i.e. Kachcha Aam, Guava, Litchi, Orange and Pineapple. The brand continues to enjoy popularity with the burst of tanginess and a feeling of fun and peculiarity that each flavour commands.

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