Dentsu One re-imagines future with new campaign for Honda City’s 20 years in India

As the brand sets its gaze towards the future, it was a clear direction to amplify the very feeling of this ‘attachment'

exchange4media Staff 20-January-2018

Dentsu One, the creative arm of Dentsu Aegis Network, has launched a new innovative campaign to mark Honda City’s 20 years in the Indian market.

It is a lesser known fact that the brand has battled multiple competitive threats over a period of 20 extensive years and has remained at the top as a true category-leader. The landmark of successfully leading for two decades is a reason to celebrate and initiate a conversation with the loyalists and intenders alike, and continue the legacy of being one of the top brands.

 As the brand sets its gaze towards the future, expanding its audience base further catering to younger and the older groups alike – it was a clear direction to amplify the very feeling of this ‘attachment’ and elaborate as the brand. And raise a toast to the milestones to come – To The Next 20!

Commenting on the campaign, Titus Upputuru, NCD, Dentsu One, said, “20 years is a long time. Governments change. Maps undergo change. But as we were briefed to do a campaign on this milestone, we thought as a leader, instead of looking back and dwelling on the past glory, the brand must look ahead. The film showcases what may well be an insight into the future, into the power of dreams.”

Abhinav Kaushik, Senior Vice President, Dentsu One, said, “The legend of Honda City grows and evolves every year. As the brand breaches this milestone of 20 years and sets itself for the future, it lays a foundation for a world of imagination – that only a Honda City could create in the years to come. This campaign is an ode to the ‘future of possibilities’ and it reaffirms the leadership of Honda City as an iconic, innovative and imaginative brand.”

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The big debate: Should clients pay agencies to pitch?

Given the high expense of pitching, could it be about time for clients to pay a fee to their pitching agencies as a standard price?

Misbaah Mansuri 2 hours ago

Pitching

In the ad world, acquiring new business is not always the most rational or effective process. For agencies, pairing new business is often a drain on resources and morale and doesn’t always result in the best association of the brand and creative partner.

 

While this has been an ongoing industry discussion, we thought we’d get some insight into potential solutions to make the practice of developing new partnerships more efficient, respectful and creative.

 

The pitch ‘perfect’ fee

 

Taproot India, Law & Kenneth Saatchi & Saatchi and Creativeland Asia are a few agencies that charge a pitch fee. But how much could a pitch fee range around? While this might vary depending on the client and agency, an industry source, on condition of anonymity, shared that a leading ad agency charges as much as Rs 30 lakh for a pitch fee for its ideas.

 

In 2010, Reckitt Benckiser had called a pitch for its 200-crore advertising budget with the condition that only those willing to pay a pitch fee of Rs 3-4 lakh could participate in the business. This led to a bitter fight between the brand and the advertising industry, with the Advertising Agencies Association of India (AAAI) advising agencies against pitching for the account.

 

AAAI had put out a roadmap to charging a pitch fee along with ground rules on how many agencies can be invited to pitch. However, the industry continued pitching for free in order to win businesses and so the idea didn’t really take off.

 

Of false pitches and stolen ideas

 

One common gripe about pitches is idea theft. There are cases where an agency’s ideas have been twisted and complemented with a cheaper agency. Rohit Ohri, Group Chairman & CEO, FCB India, agrees that a potential client stealing an idea during the pitching period is a common occurrence in the industry.

 

Ohri recounts one such incident when he was in conversation with an edible oil company that called for a pitch comprising five agencies, but decided to use ideas presented by all of them in their marketing plan.

“The CMO of the company told me that while I’ve chosen one, we got great ideas from the rest. I’ll make a wall with these ideas and incorporate them in our marketing over the next two years. So this is an exploitation of the good face of the creative industry.”

 

Vikas Mehta, CEO, PointNine Lintas, comments that of late, the space is seeing a rising number of pitches with no winners. “A pitch fee could act as a useful deterrent to such false pitches. It would also dissuade beauty parades where at times, one sees 10-15 agencies being invited to a single pitch,” remarks Mehta.

 

Ohri shares that a recent pitch by a company invited 70 agencies to participate. “The CMO came on Facebook Live and did the briefing. I think this is ridiculous because in such cases, everyone pitches in.”

 

So, would the pitch fee reduce the number of agencies being called at a pitch?

 

Subhash Kamath, CEO and Managing Partner, BBH India, says that only some unscrupulous ones call for pitches regularly, purely to scout for free ideas. And so, a pitch fee will definitely reduce the number of agencies being called for a pitch. “Some clients call for a ridiculous 8-10 agencies for a pitch, sometimes even more. The practice of charging pitch fees could help reduce that unnecessary fishing,” he adds.

 

Raghu Bhat, Director, Scarecrow M&C Saatchi, affirms that if pitch fees become a norm, it will definitely bring down the number of pitches. “It might even force some clients to spend some time making a shortlist instead of a laundry list. I believe too many pitches happening isn't a good thing. Reminds me of Henry VIII who
married 6 times in 33 years but still died unhappy.”

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Pitch or ditch?

 

Pitching can be an expensive exercise for agencies, given all the time and travel required, even if they aren’t asked to create finished ad products. Given the high expense of pitching and the rising likelihood that it may not succeed, could it be about time for clients to pay a fee to their pitching agencies as a standard price?

There are strong arguments in favour of pitch fee, given that the process has become increasingly complex.

 

Ohri opines that a pitch fee is important to compensate the agency for its time and effort. Mehta says that most responsible agencies give their all to a pitch already, so a pitch fee helps make it a two-way street. “Because a pitch needs to be about finding the best agency partner. Using a pitch process to find your next campaign idea alone, is not necessarily the best use of a pitch,” he asserts.

 

According to Bhat, a pitch fee seems like a perfectly logical idea but adds that clients might balk at paying for something they have been getting free all these
years. “A few clients do pay a pitch fee. It's a big help to agencies, no doubt,” he shares.

 

To pay or not to pay?

 

What do the clients think? Would they pay for a pitch fee? We asked those on the other side of the fence.

 

Ajay Kakar, CMO, Aditya Birla Capital, acknowledges that it means a lot of investment of time and effort at both ends and it is reasonable and professional for an agency to ask for a pitch fee. “It is a barometer of the client’s seriousness. And limits the temptation to call for a beauty parade. Also, no one values anything that comes for free,” he opines.

 

Kakar recollects that pre-launch of ICICI was when they had first called for a pitch.

“20 agencies were invited at the same time and at the same place. And all 20 landed up. If that’s the eagerness of the agencies to pitch, why will a client say no?,” he argues and makes a powerful point on who will take the first call to break this cycle!

 

“I suggest that the agencies do it. And if there is a tempting brand, do test the client’s intent and seriousness. Ask for a pitch fee,” Kakar advises.

 

B. Krishna Rao, Category Head, Parle Products, states that a pitch fee according to him is not justified, though he admits to all the work that goes on the agency’s side.

 

“Though the industry has evolved, everyone is becoming very sensitive to the issue of cost. There are clients that are actually concerned about coming out with the best creative solution for the brand. For these serious set of clients, who are concerned about a long-term creative partnership, this pitch fee concept isn’t justified,” comments Rao.

 

Anirudh Pandharkar, Head of Marketing, VIP Industries, signals that it is also in the client’s interest to pay the pitch fee so that the client gets the best output from all participating agencies. “The agencies also then feel no hesitation in pulling out resources and prepare for the pitch in the best possible manner. This creates a win-win situation,” he says.

 

From flashy presentations to pragmatic conversations

Industry experts opine that the pitch practice is notoriously flawed and believe that brands have to take a certain level of responsibility when it comes to the brief given to an agency, as a clear and well-written brief can have a lot of impact on the work.

 

Rao agrees that it all boils down to how concise and clear the brief is.

 

Mehta feels that the best pitch experiences are the ones that start with a presentation and end with a real conclusive conversation. “As long as there’s enough honesty from both sides, pragmatic conversations are usually the decisive ones,” he says.

 

Other industry experts are calling for substantive change to the traditional agency search. And rather than asking to formulate full-blown creative executions, they advise that clients should spend more time meeting agencies at their offices and quizzing them about their strategic visions.

 

Ohri shares that we’ve been getting the sequence wrong. “I think, first clients need to check credentials of an agency, shortlist them, have chemistry meetings and then get into a pitch situation. While at this point it’s reverse; clients have chemistry meetings and then call for a briefing, which wastes a lot of time and effort.”

 

Kamath says that from a pitch, a client chooses a partner and not a campaign. “It's only after the client and agency start working closely as partners that the campaign actually starts to develop. But, during the pitch stage, it's very important to have the basic strategic conversations that can help you demonstrate your thinking,” he says.

 

Kakar believes that a client-agency relationship should ideally enjoy the same sanctity as that of a marriage. “Ideally, it should be a decision for life. So how do you make a lifetime commitment without getting to know each other first?” He advises that a pitch process should ideally be seen as that opportunity, by both sides. “Both parties must first do their homework to gauge whether they have matching values or ideology that they bring to the relationship.”

 

He points out that sharing of credentials can well serve that purpose. “An agency’s client roster, a client’s past work and remuneration track record. Having passed the test, if both parties are keen to take the talk to the next level, a strategy presentation can be a reasonable ask.”

 

Is there a need to ask for creatives and the whole nine yards? Kakar confesses that he has rarely seen or heard that a creative presented at the time of a pitch has seen the light of day.

 

“And nothing surprising about that. How can you expect an agency to come up with the creative if you don’t share the brief and invest the time that you would, in a real brief? Then why ask an agency to do that!”

 

 

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.

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Freecharge targets millennials with new campaign

The campaign has been created by MullenLowe Lintas Group

exchange4media Staff 17 hours ago

Freecharge

Freecharge has launched its national campaign. The campaign aims at positioning Freecharge as the convenient and easy choice for the digital natives to address their daily hassles faced while making utility payments and money transfer. 

With the new campaign, FreeCharge aims to create a larger footprint to deepen consumer engagement, while scaling up its value chain. The company’s objective, as a part of Axis Bank, is to make itself a comprehensive, open and secure digital financial services platform where consumers can access the services with ease, the company said in a statement. 

Catering to the mobile first generation across tiers, the company is rapidly adding new features and services to the platform. 

The campaign aimed at engaging with the millennials is based on the insight that this generation wants to do more meaningful things in life rather than mundane things like paying bill and recharging. An easy to use Freecharge app is what makes their life easy and lets them focus on things they want to. Campaign tagline – Its Slick, Its Quick, Its Chik-Chika-Chik-Chik, has the attitude and tonality that digital native, millennials can relate with. 

Commenting on the launch of the new campaign, Sangram Singh, CEO, FreeCharge, said, “FreeCharge is continuously expanding its portfolio in digital financial services, to make consumer experiences hassle-free. We aim to build a deeper connect with the consumers through this innovative storytelling, that highlights the ease of doing transactions with ‘easy to use’ features of Freecharge. The campaign has been weaved around the concept of ‘Time is money’ and a lot of time can be saved with easy and quick transaction processes in place.” 

The campaign encompasses four TVCs, reflecting FreeCharge as an enabler of easy and quick mobile recharges, DTH payments, electricity payments and transactions through Unified Payments Interface (UPI) amongst other financial services. 

Commenting on the campaign, Arun Iyer, Chairman and CCO, MullenLowe Lintas Group, said “The brief was simple yet challenging - we had to attract undivided attention of the millennials who are bombarded with cashbacks, offers and discounts messages every second and also build relevance for the ease of making payments with the FreeCharge app. The films beautifully capture the entitled attitude of this generation with a tinge of humour and wit. Campaign’s tagline – It’s Slick. It’s Quick. Chik-chika-chik-chik, connotes the efficiency with which FreeCharge makes it happen.” 

“The films feature millennials performing world-altering tasks like spiritual healing, dung recycling, numerology, and pet therapy. Yet they agree to provide their invaluable services for mundane tasks like bill payments and recharges only because they have FreeCharge and as It’s Slick. It’s Quick. Chik-chika-chik-chik,” added Iyer.  

The campaign will primarily be leveraged on TV and digital mediums, followed by radio.
 

 

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Publicis wins creative mandate for Dr Oetker

The mandate will be led by the Delhi office of Publicis India

exchange4media Staff 1 day ago

oetkar

Food company, Dr. Oetker India has appointed Publicis India to handle its creative mandate and bolster its branding & communication efforts in India. The decision was made post a multi-agency pitch and a 360 degree evaluation. The mandate will be led by the Delhi office of Publicis India.

 

 

Commenting on the partnership, Devarshy R. Ganguly, Vice President - Marketing, Dr. Oetker India, said, “As Dr. Oetker India continues to expand and build scale for the western comfort food category, we needed a team that would bring in strategic mindset, disruptive ideas and deliver on the ask with passion. We found a perfect fit in the team at Publicis India and are confident that they will be instrumental in driving our business.”

 

 

Commenting on the win, Ravpreet Ganesh, Executive Director, Publicis India, said: “We are definitely very excited to partner a brand that is an iconic global brand that has created winning categories within a decade in India with its superlative quality offerings. Consumers are evolving and so are their preferences and Dr. Oetker has truly been exemplary in understanding the needs of the Indian consumer. Now with their plans on strengthening and growing their portfolio, we are very proud to be associated with Dr. Oetker and hope to create some path-breaking work."

 

The agency would play a key role in taking forward the brand’s ambition and growing its business.

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Jacqueline Fernandez stages a walkout in Queo’s latest campaign

The film leverages Jacqueline’s attitude as someone who lives and breathes the values of the brand

exchange4media Staff 1 day ago

Queo

The rapid growth in the number of High Net worth Individuals (HNIs) and aspirational lifestyles and consumer demographics has led to a demand for luxury living. The discerning and demanding consumer expects the best of class and experience in everything, be it in the living or the bathroom space.

As a brand which denotes the pinnacle of European craftsmanship and indulgence, Queo’s latest campaign celebrates this tradition and philosophy. The campaign, conceptualized by Dentsu One, narrates Jacqueline’s journey and her quest for the best-in-class bathroom experience.

The ‘Nothing Less Will DO’ campaign, launched across digital, cinema and print medium targets HNI consumers for whom opulence is a way of life. It is not just a showcase of the Queo world but a testament to the uncompromising standards of living and a mood of indulgence that the brand stands for. The campaign recreates a life of grandeur and an affluent lifestyle. Delivered brilliantly by Bollywood star Jacqueline Fernandez, the brand ambassador for Queo, the films show her playing a woman who wants the best or nothing.

As it says in the story, for the ones who value luxury, 'Nothing Less Will Do'. The first of the two-part series takes off with Jacqueline Fernandez refusing to stay in a 7-star hotel because the bathroom was not good enough. This raises a lot of eyebrows and becomes national news with newspapers covering the walk-out.

The film leverages Jacqueline’s attitude as someone who lives and breathes the values of the brand. Aptly titled, ‘The Walkout’, the film begins with the controversial walkout picture of the star and then goes on to show Jacqueline walk into her ultra-luxurious world of Queo bath lounge. In the background, her manager gives a point of view on the controversial walkout and talks about Jacqueline’s absolutely uncompromising attitude.

The star flings her ill-fitting shoe off before indulging with it. This film celebrates the ability to get things. The launch film showcases the newly launched F-Courbe series, with one of its kind wash basins whose curves never meet and the second film showcases the Smart Tap shower that works in sync with Amazon Echo.

On the launch of the film, Manish Bhatia, President Building Products Division, HSIL Limited, said, “We got the luxury brand Queo to India in 2011, with an aim to create the luxury segment in bath spaces as it did not exist back then. Designed and conceptualized by leading European design masters, Queo, is a testimony to the intricacy and finesse in craftsmanship. This new campaign with Jacqueline resonates with this uncompromising standard of the brand. She fits in perfectly as she exuberates the class, the elegance and the attitude that matches with the brand. I feel this attitude towards luxury reflects a new Indian customer who won’t accept compromises.”

Speaking about the campaign Titus Upputuru, National Creative Director, Dentsu One, said, “Luxury marketing is largely about imagery and lifestyle. We wanted to add a layer of attitude. The campaign not just celebrates the uniqueness of Queo products but also the unique demands of a star like Jacqueline.”

Fernandez, who begins the campaign by walking out of a 7-star hotel.

The films depict pure luxury, be it in the art direction, the costume design or the music. “I’m extremely excited to continue my association with Queo. The brand epitomizes true indulgence and luxury and I admire their quality and attitude of not settling for mediocrity, in order to provide unparalleled experiences to their customers”, said brand ambassador Jacqueline Fernandez.

The campaign is also live on brands social media channels such as Facebook, Instagram and Twitter.

Campaign video

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Alyque Padamsee: God and Father of Modern Indian Advertising

Padamsee created some of India’s most iconic ads - Lalitaji for Surf, Cherry Charlie for Cherry Blossom Shoe Polish, the MRF Muscle Man, the Liril Girl, the Kamasutra couple, and Hamara Bajaj. 

Venkata Susmita Biswas 2 days ago

APadamsee

For many in the advertising industry, Alyque Padamsee was God. Known as the Father of Modern Indian Advertising, he inspired a generation of advertising professionals and passed on his genius to many others. 

Over his career spanning five decades, Padamsee created over 100 brands. He built Lintas in India and served as its chief executive for over a decade. He then went on to become the Regional Coordinator for Lintas in South Asia.

Padamsee gave us some of India’s most iconic advertisements. He created mascots like Lalitaji for Surf, Cherry Charlie for Cherry Blossom Shoe Polish, the MRF Muscle Man, the Liril girl, the Kamasutra couple, and Hamara Bajaj. 

He was a pioneer in television advertising. He along with other stalwarts of the time changed the format of TV advertising from single brand led ads during a 30 minute slot to multiple brands advertising during the same 30 minute window. He was among the first to harness television and radio as mediums for advertising. The formidable combination of Lintas and Hindustan Unilever Limited were among the first-movers in leveraging the power of the 30-second ad format. 

Among Padamsee’s most iconic creations is Lalitaji for Surf. Modeled on his mother, Lalitaji stood for a homemaker who knew how to run a household optimally. According to Padamsee, his inspiration for Lalitaji came from an incident from his life. His mother had just bought a Mercedes car worth Rs 15 lakh and the same afternoon Padamsee saw his mother haggle with a vegetable vendor over a meagre sum of Rs 2. When he asked his mother why she was being petty, she is said to have replied: “Alyque ek baat samajh le, sasti cheez aur achi cheez mein farak hota hai. You buy value not price - it isn’t about the amount of money but the amount of value that I derive out of what I am buying.” 

Above all, Padamsee was a communicator par excellence. In addition to commercial advertising, he also delivered successful public service campaigns. He created multiple public service ads on various topics from AIDS and eve-teasing to road safety. 

The Mumbai Municipal Commissioner once asked Padamsee to create a campaign against the consumption of roadside sugarcane juice. The campaign was so successful that sugarcane juice vendors experienced a 50 per cent drop in sales and protested to have the campaign withdrawn. 

He also crafted the iconic ad to promote the habit of wearing helmets. Padamsee believed in letting his storytelling do the work rather than verbally communicate the call to action. In the ad he never says “wear helmets”; he lets the visuals deliver the message. It is said that upon seeing the ad the police commissioner complained to Padamsee that the words ‘wear helmet’ were not used in the ad. To this Padamsee replied: Let the ad air and see the effect. The commissioner compiled after much convincing. Truly, the ad needs no verbal aid. 

Padamsee led a "double life". When he was not working on an ad, he was a theatre actor of repute. He chronicled his experiences as an ad man and theatre actor in a book titled Double Life. He was best known for playing the role of Jinnah in Richard Attenborough's Gandhi. 

He received the Padma Shri in 1999 for his contributions to the fields of advertising and theatre, and the Ad Club of Mumbai conferred him with the title of Advertising Man of the Century. 

In Memoriam: 

Lintas pays tribute to Alyque Padamsee

Piyush Pandey, Executive Chairman and Creative Director of Ogilvy South Asia

The industry has lost a legendary and iconic figure who earned tremendous respect from his clients and from his peers. And it’s sad to see him gone, but I would also say ‘well played Alyque’. He scored a 90 and lived well, and was not the kind of man who would have lingered on in any which way that he was helpless in. So, he has lived life to the fullest. He did wonderful things for his agency and for the industry.

Sam Balsara, Chairman and Managing Director, Madison World

Alyque Padamsee did a lot to bring advertising into the limelight in the 70s and 80s. The fact that he was a good showman helped improve the profile of advertising. Some of the outstanding campaigns I remember him for are the Liril ad, Lalitaji for Surf and Pooja Bedi for Kamasutra. I think Alyque was the first creative person to also become the head of the agency, way back in the 80s. One of the things I learnt from him is the importance of rehearsal. He was a taskmaster but he would never make a speech or a presentation without a rehearsal and this is what I tell my young people all the time when they have to make a presentation.

Ashish Bhasin, Chairman & CEO - South Asia, Dentsu Aegis Network

He was a very unique and towering personality. I had the good fortune of working with him.  We worked together for Liril which was a brand very close to his heart. He would ensure all the decisions around it were personally cleared by him. He was such a multi-faceted personality. Apart from Lintas, he made time to do theatre, apart from serving as the advisor at the Rajiv Gandhi Council and a hundred other things. He would make sure we perfected anything we did. He once said, “Rehearse, rehearse, rehearse, till it looks like you haven’t rehearsed. ”There are so many learnings you pick up when you work with such a personality. 

Kiran Khalap, Co-founder & Managing Director, Chlorophyll Brand & Communications Consultancy

I had the privilege of working with him at Lintas between 1983 and 1991.

I guess he answered the question, “Can you lead an epic larger-than-life life, yet be successful in everything you do?” with a resounding “Yes!" He deployed his skills of cinema and theatre in advertising and the discipline of advertising in theatre.

So one the one hand,  he would sit at the back during every show, and make changes according to ‘consumer’ reactions, like a true marketing man. On the other hand, he would rehearse every single big advertising presentation, like a theatre person would.

In an industry known for grand-standing, he was truly egalitarian: if you were talented, it didn’t matter how you looked, what you wore, what your beliefs were. He would be the wind under your wings.

Sonal Dabral, Group Chief Creative Officer & Vice Chairman at Ogilvy in India 

I started my career with Lintas Delhi when he was the Chief of the agency. He was a perfectionist with incredible energy. I remember everyone used to be in huge awe of him because of that. 

Alyque was the face of Indian advertising when I was studying communication design at NID. Besides being a top ad-man, he was also a celebrated actor and theatre director.

I used to love theatre and I was passionate about advertising so I had decided early in my years at NID that the only place I would apply to and join after I graduated would be Lintas. So I did just that. Applied at Lintas Delhi. He was an inspiration to many a youngster who chose to get into advertising. 

Thank you, Alyque. RIP.

KV Sridhar, Founder and CCO, hypercollective

Alyque Padamsee has defined Indian Advertising like no other. He along with a few others convinced Doordarshan to split up the 6-minute ad slots in a 30-minute program (typically reserved for only one brand) into multiple slots to encourage competition thereby liberating television advertising forever. 

He was the one who shifted advertising from print to television and then went on to harness the power of radio advertising when radio was commercialised. Unilever empowered by his creative genius, therefore, benefitted from and became the first-movers in the world of television and radio advertising. 

Not only did he tell the stories of 100 brands and more, but he also gave programming ideas like the Chitrahar, Antakshari and Detective Karamchand. 

There was once a huge debate about which agency was the No.1 in India - Lintas or JWT (then HTA). The press reported that HTA was including the billings of other companies like IMRB to inflate its billings. Alyque who had not said much during the debate simply proclaimed Lintas as No.1 by putting up a huge No.1 sign on Express Towers which could be visible from Malabar Hills. 

That’s the kind of leader he was. Never one to cow down. He always confronted problems head on - whether it be for his team or himself. He would take the blame for a campaign gone wrong if he believed that it truly went wrong no matter who the employee was. If not, he would march up to the client and explain why a certain campaign was right. 

Rajdeep Sardesai, Consulting Editor, India Today Group

Alyque Padamsee stood for a certain old world Bombay, the liberal, cosmopolitan Mumbai which I fear is no longer with us. So, Alyque for me is nostalgia. He reminds me of a Mumbai that I miss -- the Mumbai of advertising, the Mumbai of people of grace, people of charm, people of wit. Alyque Padamsee was ‘larger than life'. He had a great sense of humor and was a fabulous mimic. He had a zeal for life which was infectious.


With inputs from Neeta Nair and Misbaah Mansuri

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.

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Honeywell India announces public awareness campaign with Kareena Kapoor

The campaign conceptualised by The Womb promotes healthy sleep campaign with its brand ambassador Kareena Kapoor Khan

exchange4media Staff 3 days ago

Honeywell Kareena Kapoor

Honeywell announces a public awareness campaign to educate people about the importance and benefits of a ‘Healthy Sleep’ with its brand ambassador and Bollywood actor, Kareena Kapoor Khan. The campaign has been conceptualised by The Womb.

Out of the top 10 most polluted cities in the world, nine are in India. The air quality in these Indian cities has reached alarming levels owing to vehicular pollution, rapid urbanisation and construction, industrial and domestic emissions. Pollutants like cooking smoke, cigarette smoke, cleaning agents, dust in upholstery, pet dander when coupled with outdoor air pollution make the indoor air even more unhealthy. Amidst all of this, it is impossible to enjoy a healthy sleep at our homes.

The Honeywell ‘Healthy Sleep’ campaign draws attention to the fact that even while sleeping, we inhale the polluted air which is full of germs, dust and PM2.5 particles which is why sound sleep alone is not always a healthy one. There are various industry reports that link air pollution to poor sleep. The aim of this campaign is to increase public awareness and to educate people about the relatively unknown hazards of indoor air pollution.

Honeywell’s latest TVC that is being launched as a part of the larger Integrated marketing campaign features Kareena Kapoor Khan as she underlines the merits of a ‘Healthy Sleep’. The 40 seconds TVC highlights that a healthy sleep is more important than a ‘good night’s sleep’ for an active, more productive and a healthier lifestyle.

Navin Talreja, Co-Founder, The Womb, said, “Air purifiers are a small category as Indian consumers fail to find relevance and believe that pollution only exists outside homes and not indoors. Our challenge was to find a relevant benefit that not only builds penetration but also continued usage. Everyone desires good sleep. We chose to create dissonance with this concept by posing a simple question — Is it healthy sleep?”

Talking about her association with the company and the latest TVC, Kareena Kapoor Khan said, “I am happy to be associated with Honeywell once again for its strong technology expertise. Health and fitness is of top priority for me and my family. My latest campaign with Honeywell talks about how sleeping soundly just ensures that we do not wake up feeling lethargic and irritable but is still not enough for a healthy mind and body. Even while sleeping we inhale the polluted air. I am happy I’m helping address an important issue with this campaign.”

Honeywell has one of the widest portfolio available to address pollution inside homes, cars, and institutions. Its complete range of air purifiers is available on e-commerce platforms like Amazon, Flipkart, and PayTM, and offline channels, including large and small format retail stores.
 

 

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Crocs Casts Fresh Faces for Third Year of “Come As You Are” Campaign

Zooey Deschanel and Natalie Dormer Lead the Cast of Crocs Global Brand Ambassadors for 2019

exchange4media Staff 3 days ago

crocs

Crocs, Inc. (NASDAQ: CROX), the casual footwear brand for women, men and children, has announced a cast of fresh faces for the third year of its “Come As You Are” global marketing campaign. Since 2017, “Come As You Are” has inspired millions of consumers around the world, leading to increases in brand relevance, consideration and desirability.

Award-winning actress, singer-songwriter and director Zooey Deschanel along with British actress Natalie Dormer, Chinese actress, dancer and model Gina Jin, South Korean actress and gugudan girl-band member Kim Se-Jeong, and Japanese actress and model Suzu Hirose will be featured in digital, social, print and in-store marketing materials in key global markets beginning in 2019.

“I love that we are all unique,” said Deschanel, a mother of two. “When Crocs asked me to be a part of their ‘Come As You Are’ campaign, I was excited to have the opportunity to join a fun and colorful brand, but more importantly, have the opportunity to inspire others to embrace their individuality.”

Throughout the year-long “Come As You Are” campaign, the new brand ambassadors will encourage consumers to declare that expressing yourself, being comfortable and being stylish are not mutually exclusive. The campaign will highlight the iconic Classic Clog, as well as LiteRide™, the brand’s latest innovation in comfort technology, and the popular Crocs Serena and Swiftwater™ sandal collections.

“Since launching ‘Come As You Are’ in 2017, Crocs has seen renewed brand interest from consumers around the globe,” said Terence Reilly, Crocs’ Chief Marketing Officer. “We are proud of what this campaign has achieved, but are eager to see how a talented, unique and self-expressive cast can redefine what it means to be comfortable in your own shoes.”

Recognized for her presence in some of the biggest global TV and movie franchises of our time, including HBO’s Game of Thrones and The Hunger Games, Dormer will play an important role for the brand in Europe.

“I’ve said it before, but I truly believe if you don’t scare yourself a little bit, you’ll never grow,” said Dormer. “Whether it’s the roles I’ve played or marathons I’ve run, I challenge myself to get out of my comfort zone. That’s why the ‘Come As You Are’ message that Crocs is sharing is so important to me.”

In China, actress, dancer and model Gina Jin is best known for starring in the television dramas Peacock King and Seven Weapons while Korean brand ambassador Kim Se-Jeong is active as a popular K-POP singer since her official debut as a member of gugudan in 2016. More recently, she has been featured in various drama OSTs and is also recognized for her role in Drama School 2017.

Said Jin: “I’m excited to partner with a brand like Crocs that values self-expression and standing out from the crowd. To me, that’s what the ‘Come As You Are’ message is all about.”

Kim Se-Jeong added: “I used to struggle with the fear of making mistakes. But if you don’t mess up every once in a while, you won’t learn anything. ‘Come As You Are’ is a platform that can help people push through their fears and learn to be comfortable in your own shoes.”

Suzu Hirose, a Japanese actress and model is known for her roles in Our Little Sister and Rage, and for playing the lead role in the Chihayafuru films.

“It’s never been more OK to be yourself,” Hirose said. “While I get to express myself through different characters on-screen, maintaining my one-of-a-kindness off-screen is the essence of the ‘Come As You Are’ campaign.”

Crocs will announce more details about the evolution of “Come As You Are” in early 2019.

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Ad veteran Alyque Padamsee passes away

He was 90, Padamsee was the man who created some of India's most iconic ads including Liril girl, Surf's Lalitaji and Hamara Bajaj

exchange4media Staff 4 days ago

ap

Ad veteran Alyque Padamsee has passed away. He was 90.

While details of his passing away are still unknown, few industry people tweeted this morning:


Padamsee helped build Lintas in India making it one of the top creative advertising agencies in the country. He was the CEO of Lintas India and went on to become the Regional Coordinator for Lintas in South Asia. 

Padamsee was also the man behind some of India's most memorable ads. He created Lalitaji for Surf, Cherry Charlie for Cherry Blossom Shoe Polish, the MRF Muscle Man, the Liril girl in the waterfall, the Kamasutra couple, and Hamara Bajaj among many others.



 

 


 

 

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Tupperware launches ‘The Big Savings Festival’

Celebrity Chef Kunal Kapoor, who is well known for being the judge and host of MasterChef India, talks about the festival in campaign video

exchange4media Staff 4 days ago

kunal kapoor

Tupperware doesn’t want the festivities to end yet. Taking the festive season ahead, Tupperware is launching ‘The Big Savings Festival’from November 18 to Novemeber 30.

 

The Big Savings Festival will not only help you save money, but also time, space, energy, effort and your food as well. It is aimed at changing the way people prep, cook, store and even serve food.

 

  • Kickstarting The Big Savings Festival on November 18, Tupperware will be putting some of their best products on offer at exciting prices
  • To announce the launch, Celebrity Chef Kunal Kapoor, who is well known for being the judge and host of MasterChef India, talks about how The Big Savings Festival is an ideal opportunity for you to:
    • Redo your kitchen
    • Re-invent your lunch box
    • Reorganize your fridge
    • And most importantly, save food
    • Here is a link to the recently launched video campaign - The Big Savings Festival
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SPACES’ Rangana campaign brings alive India’s traditional craft forms

From Patola to Meenakari, Phulkari to Paithani, SPACES’ new collection celebrates India’s varied traditional artforms

exchange4media Staff 4 days ago

spaces

Home textile company Welspun India's domestic brand, SPACES recently launched their campaign on ‘Thoughtful Living’ to complement the launch of its new festive home linen range called Rangana. The collection is inspired by traditional textile art forms celebrated in different states of India. Following the launch of the new collection, SPACES has launched two digital films that showcase how this range is inspired by India’s beautiful artforms.

 

The digital films beautifully conceptualised by Ogilvy portray the essence of  Rangana collection. From Patola to MeenakariPhulkari to Paithani, SPACES’ new collection celebrates India’s varied traditional artforms The campaign is promoted across 600+ cinema screens and on all digital platforms.

Each film portrays the speciality of a particular region.

 

Talking about the campaign, Manjari Upadhye, CEO & 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.”

 

“SPACES 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. Rangana is also a true example of SPACES actually living its philosophy of thoughtful living, as proceeds from its sale go to the artists," says, Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy

 

With Rangana, each weave binds authentic folk heritage and the inheritance of the diverse art forms,  bringing alive the culture, rituals, beliefs and the essence of festivity.

The traditional folk-art forms are a legacy of the craft communities. These communities are facing challenges to survive due to modernization and lack of awareness about traditional art forms. As Rangana is a collection evolved from the beautiful crafts of diverse India, proceeds from sale of Rangana will be directly used for the development of these craft communities and centres in return of their contribution to the glorifying heritage of traditional India.

 

Credits:

Agency: Ogilvy Mumbai  

Creative: Zenobia Pithawalla, Varsha Desai

Planning: Jasmeeta Mehta

Account Management: Vivek Verma, Sreejesh Nherakkol, Preksha Vadhan, Megha Mohan

Production House: Jamic Films  

Director: Shirish Daiya   

Producer: Mekala Krishnaswamy

 

 

 

 

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