Millward Brown discusses weaving context into content
Millward Brown, a global research company specialising in advertising, marketing communications, media and brand equity research, held a captivating session on Worldwide Mesh - Weaving the Context into Content.
Millward Brown, a global research company specialising in advertising, marketing communications, media and brand equity research, held a captivating session on Worldwide Mesh - Weaving the Context into Content. The session began with Gordon Pincott, Chairman, Global Solutions, who also unveiled officially Millward Brown’s two new brands – Firefly Millward Brown (their global qualitative practice) and Millward Brown Digital.
Pincott talked about the power behind integrated solutions thinking. He stressed on understanding the marketing communications in its entirety and not just a part of it. He said, “The world is moving fast and its complex so one needs to be beware of silos. The skills in the industry too are changing and there is need for more forward looking people.” He pointed that database was important as multiple data helped in providing fuller picture. He also talked about integration that built genuine consumer insight as multiple views of the world be it quantitative, qualitative and biometric are all essential.
Rakesh Kumar, Regional Head, Firefly Millward Brown, and Christopher Madison, Regional Director, Digital Strategy, then decoded for the audience ‘Language of Love’, which is a global social media study on how brands can successfully integrate social media into their brand strategies.
Madison made relevant points on how social media has changed the brand-consumer dynamics, how to deal with change in social media space and how everyone is talking about social media as the big thing, but don’t know how to use it for their brands. He said, “There is a step-by-step development process in the social media space and the key to remember is stop thinking in terms of campaign and think conversation.” He said that social media was measurable and cost effective, but its synergy with TV must not be overlooked. “Brands still are awkward of building their brand in this space so there is a need to engage consumers to get more out of this medium,” added Madison.
Kumar talked about being selective and choose wisely when operating in this space. He said, “Be it positive or negative talk on this space one has to engage consumers in the right way and then take corrective measures to change the negative into positive. Most important is to listen to the consumers by giving them control.” Listing the global secret formula of success in this space, he named- virtual gifts, posts by fans, contests and giveaways, free downloads, sales, discounts and coupons and photos and images.
Shiv Moulee, Chief Client Officer, India at Millward Brown, talked about synthesising data from BrandZ and Millward Brown’s tracking database to address challenges brands face in today’s ‘Attention Economy’. He said, “Integration is truly the future and the need is to go beyond projects and bring synthesis across disciplines.”
He also brought an interesting aspect that today many people remember stories that is told by advertising, but they don’t remember them as brand stories, which is primarily because the ad is made by the whole idea of gaining attention and not really integrating the brand story while just thinking of bringing shock or just being different. He said, “The challenge of attention economy can be met by staying close to the core of the brand, make the distinction between ad that is different and ads that make a brand stand apart. Often it is not about an execution or a campaign, but a concept that is the unifying thread which bring clarity of purpose.”
A 30-second video starring Deepika summarises the theme of the campaign
Actor Deepika Padukone’s fashion brand for women, ‘All about you’, in association with Myntra, has launched a campaign to promote its 2018 autumn-winter collection.
According to Myntra, inspired by Deepika’s style, embracing modern femininity of women in India, AAY’s AW18 collection is a careful contemplation of the brand’s stance with a subtle hint for the season.
The highlight of the campaign is a 30-second commercial, featuring Deepika, who illustrates the range and variety that AAY offers for every mood and occasion, conveying the ultimate message that it has something in store for everyone and brings out the best in every woman. This new campaign will be across digital, cinema and outdoors.
Deepika offers a glimpse of her new collection through multiple portrayals of herself - as a millennial with an old soul, as a young girl who likes to change with the seasons, as someone who enjoys giving everything a little twist and then as someone who likes to keep it simple. Her changeovers are subtle, yet powerful, as she delivers the message – whoever you are, whatever your mood, make it ‘All about you’.
Speaking on the launch, Manohar Kamath, CXO and Head, Myntra Fashion Brands, said, “The new campaign for ‘All about you’ clearly brings forth the brand’s ideology and theme, with Deepika adding great elegance and warmth to her role, inspiring women out there to simply make it, ‘all about you’. The campaign is all set to reach 10 million people over the next few days, highlighting the brand’s AW-18 collection that offers shoppers a refreshing new look for the season.”
exchange4media Group Service
Conceptualised by Wavemaker, the digital film is an extension to the latest campaign of Tata Tea which is on the theme of pre-activism ‘Alarm Bajne se Pehle Jaago Re’.
Tata Tea has launched their latest film titled ‘Celebrate the goddesses of our homes’ for their digital campaign Jaago Re Version 2.0. Conceptualised by team Wavemaker, the new digital film is an extension to the latest campaign of Tata Tea which is on the theme of pre-activism ‘Alarm bajne se pehle jaago re’.
The new digital film draws parallel between Goddess Durga and the women at home and office who are part of our daily lives, who make our lives better by working around the clock and multitasking tirelessly. Therefore, Durga Puja was identified as the perfect occasion to launch the digital campaign, the agency said in a statement.
The campaign compares these women to the goddess being worshipped during Durga Puja and how people fail to realise that these women are the images of the goddess too. It is up to us to ensure that they are also given the respect that they deserve. The film ends with a powerful statistic on domestic abuse in India which is thought provoking.
Speaking on the film, Puneet Das, Head - Tea Marketing India at Tata Global Beverages, said, “’Tata Tea-Alarm bajne se pehle jaago re’ has been driving messages of pre-activism in a relevant and thought-provoking manner. On the occasion of Durga Puja, we wanted to connect with our consumers at an emotional level and while drawing a parallel with the celebration of the goddess, reiterate the message of respecting the (women) goddesses in our homes.”
Karthik Nagarajan, Chief Content Officer, Wavemaker India, said, “Every year for 10 days, we celebrate the goddess with 10 hands, shower her with all our prayers and offerings, but tend to ignore the women in our household who the goddess symbolises. This central idea led to the creation of this digital film.”
exchange4media Group Service
Karthik Iyer, Praveen Das, Bodhisatwa Dasgupta, and Dinesh Swamy have all stepped down from their positions
An investigation into allegations of sexual harassment has seen four top executives of Dentsu Aegis Network stepping down from their positions.
The company has issued an official statement on the matter stating:
"Dentsu Aegis Network has always believed in providing a safe environment at our workplaces which is free from any kind of harassments. We have a zero tolerance policy towards any kind of harassment at our workplaces. Mr. Kartik Iyer (CEO) and Mr. Praveen Das (MD) have stepped down from their respective positions and responsibilities at Happy Creative Services. Additionally, Bodhisatwa Dasgupta, Sr. Creative Director, Happy Creative Services and Dinesh Swamy, National Creative Director, iProspect India have also stepped down from their respective positions."
As allegations emerged, Ashish Bhasin, Chairman & CEO - South Asia, Dentsu Aegis Network sent a company-wide email emphasising DAN’s zero-tolerance policy, stating, “I want to reach out to all employees of DAN India and reiterate that as an organisation we do not and WILL NOT accept anything but professional behaviour at the workplace. We are committed to taking any complaint in this context to a speedy conclusion post thorough investigation. Any employee found guilty of inappropriate behaviour will face disciplinary action, including Immediate Termination from services.”
exchange4media Group Service
In June 2018, ASCI investigated complaints against 208 advertisements
In June 2018, ASCI investigated complaints against 208 advertisements. For 63 advertisements, the advertisers promptly ensured corrective action as soon as the complaints were received. ASCI’s Consumer Complaints Council (CCC) upheld complaints against 89 advertisements from a total of 145 advertisements evaluated by them.
The most common reason for upholding complaints was exaggeration of product efficacy and exploiting consumers’ lack of knowledge. This was followed by violations of the Drugs and Magic Remedies Act (DMR Act) and the Drugs and Cosmetics (D&C) Rules and advertisements which contravened various ASCI guidelines. Department of Consumer Affairs (DoCA) has engaged with ASCI to process complaints against misleading advertisements.
“ASCI’s evolving self-regulatory framework continues to be responsible and responsive to the needs of the consumers, the advertising industry and the regulators. Our focussed efforts towards building awareness and establishing better compliance in the industry, will continue to make a positive contribution to the advertising ecosystem.” said Shivakumar, Chairman, ASCI.
Complaints against the following advertisements were upheld as the advertisements were in violation of ASCI’s Guidelines for Celebrities in Advertising:
PepsiCo India Holding P. Ltd (Quaker Oats): In the advertisement, a lady conveys that being a play school teacher is like doing sprints and sit ups whole day. Celebrity chef Vikas Khanna conveys that Alisha Merchant eats Quaker oats which consists of two times more protein and fibre, immunity supporting micronutrient and nutritious energy that keeps you going. Claim “Quaker Oats me hai 2x More Protein and Fibre” was qualified with a disclaimer “*Per serve comparison with cornflakes. Reference: Atlas of Indian Foods”, which was not legible and not as per ASCI Guidelines on Disclaimers (font size, contrast, hold duration). The commercial was considered to be misleading by ambiguity and omission of the direct reference of such comparison in the Voice Over itself. The advertisement’s claim “Two times more protein” was misleading by ambiguity and implication and the commercial under reference contravened ASCI’s Guidelines for Celebrities in Advertising.
The below two advertisements violated Chapter III (Unsafe Practices) of ASCI Code:
SpiceJet Ltd (SpiceJet): The visual of “a man inserting loose wires into a power socket and getting an electric shock, and also shown repeating this act again”, shows an unsafe and a dangerous practice, which manifests a disregard for safety and encourages negligence. It was also observed that dangerous act such as this is likely to encourage minors to emulate it in a manner which could cause harm or injury, and lead to them suffering shocks.
Malayala Manorama: In the advertisement, actor Dulquer Salman is playing the main lead of the driver who provides lift to different people without wearing a seat belt. It was concluded that the scene in the commercial of “a model in a car not wearing a seat belt while driving”, shows an unsafe practice. The commercial is likely to mislead consumers by implying that seat belt is not compulsory while driving.
Hindustan Unilever Ltd (Lifebuoy Soap): The television advertisement when seen in totality creates an impression that Lifebuoy is recommended by doctors. This is emphasized by the celebrity posing as a doctor wherein she states “doctor se suno” and in the last frame of the commercial showing four persons in white coat giving an impression that doctors have endorsed this product. In view of the Code of Medical Ethics prohibiting doctors from endorsing any product and in absence of any market research data indicating that medical professionals in general recommend the advertised product, such visual presentation was considered to be misleading by ambiguity and implication.
RSPL Limited (Venus Crème Bar): The advertisement’s claim, Venus crème bar made of natural cream that goes to the depth of the skin”, was not substantiated and is misleading by ambiguity and implication.
Food and Beverages:
Kraft Heinz India Private Ltd - Complan: The advertisement’s claims, ONLY one cup of Complan has protein equivalent to one egg” and “Other Health drinks provide protein equivalent to half egg only.” were not substantiated. “Only Complan” is hyperbolic and the word ‘Only’ pertains to a comparison with similar products i.e. health food drinks catering to healthy growing children aged between 5 -15 years which are in competition with ‘Core Range’ of Complan. The claims were considered to be misleading by ambiguity and exaggeration as well as in contravention of the ASCI Guidelines on Disclaimers.
PepsiCo India Holding P. Ltd (New Tropicana Essentials-Fruits and Veggies): The advertisement’s claim, “New Tropicana Essentials” did not provide any supporting evidence to show that Tropicana Essentials was a “New” product at the time of publishing the advertisement. The claim was misleading. Moreover, the claim “Why would I eat something which has hair?” read in conjunction with a picture showing “drawing of a carrot” and reference to “all goodness, no excuses”, disparaged good dietary practice and selection of options, such as fresh vegetables that accepted dietary opinion recommends should form part of the normal diet. The advertisement contravened ASCI Guidelines on Advertising of Foods & Beverages. Ads of Wild Vitamin Water), Faasos Food Services Pvt Ltd, Britannia Whole Wheat Bread) were also pulled up by ASCI.
Reliance Jio Infocomm Ltd: The advertisement’s claims “Best Network and World’s largest mobile data network” are misleading by ambiguity and implication as they refers to only “consumption of data” and not the extent and infrastructure of network. The claim “Best Entertainment” was not substantiated with the superlative claim of being the best was misleading by ambiguity. Furthermore, the claim “Best post-paid offers” was not clear in terms of which aspect of the advertiser’s product is being compared with which aspects of the competitor’s product. The advertisement is misleading by omission.
Myntra.com: The advertisement’s claim, "Here’s Rs. 300 on us”, is misleading by ambiguity and omission that the offer is only on select products, and that the offer is subject to terms and conditions. The advertiser did not provide the terms and conditions of the offer nor a link showing the same which would have informed the customer about the conditions.
Yatra Online Private Limited (Yatra.com): In the advertisement, the claim offer related to the Fare Type “refundable” was misleading by ambiguity regarding the extent and conditions of the refund, and by omission of a qualifier to mention that it is subject to terms and conditions.
Borosil Limited Glass Works (Borosil): The advertisement’s claim, (in Hindi) in the commercial, “Borosil ka glass lunch box, yeh khaane mein chemicals nahin chodtha” was not adequately substantiated. The claim is misleading by ambiguity and gross exaggeration and exploits consumer’s lack of knowledge. The words referred to in the commercial, “Plastic paratha”, “Gobi Plastic Pasanda”, and “Plastic ka Halwa”, are misleading by implication that the food has become like plastic by being carried in a plastic container and is harmful for health (as they leach chemicals into food), was inadequately substantiated for food grade plastic material, and unfairly denigrated the entire class/category of containers made of food grade plastics.
Suzuki Motorcycle India Pvt Ltd. (Suzuki Access 125): The advertisement’s claim, (in Marathi), “Uttam Mileage Saha” and “Kumi Peete”, were inadequately substantiated. The claims are misleading by omission of the basis of comparison and implication that the vehicle gives better mileage than other two wheeler brands available in the market. The seat length data provided was a simple measurement given only in comparison with Honda Activa. The seat storage data provided were snapshots taken from web page of Suzuki and Honda, respectively. No data was provided to justify comparison with just one competing brand. The claims, “Zaasth Lambh seat”, “Motay storage” are misleading by omission of the basis of comparison and implication that the vehicle has better features than other two wheeler brands available in the market.
SUO MOTO Surveillance by ASCI
The advertisements given below were picked up through ASCI’s Suo Moto surveillance of Print and TV media via the National Advertisement Monitoring Services (NAMS) project. Out of 102 advertisements that were picked up, 49 advertisements were considered to be misleading. Of the total of 49 advertisements, 16 advertisements belonged to the Healthcare category, 16 belonged to the Education category, six belonged to the Food & Beverages category, one to Personal care category, and ten belonged to the ‘Others’ category.
The below advertisement violated ASCI’s Guidelines for Celebrities in Advertising:
Rasna Private Limited (Rasna): The advertisements claim, “Natural Fruit Energy”, was inadequately substantiated and is misleading by ambiguity and implication about the fruit content in the product. The visual of celebrity Kareena Kapoor when seen in conjunction with the claim is likely to mislead consumers regarding the nature of product benefit and contravened the Guidelines for Celebrities in Advertising.
Some ads upheld under HEALTHCARE: Fortis Healthcare Ltd, VLCC Healthcare, Samson Slim Care, Cancer Healer Centre, Lokmanya Medical Foundation (Lokmanya Hospital), Shape in Slimming Centre, Apple Hospital & Test Tube Baby Centre.
The CCC found claims in the advertisements by 16 advertisers that were not substantiated and thus, in violation of ASCI Guidelines for Advertising for Educational Institutions. These include: The Evolving Minds – The Evolving Minds Preschool, Rect Polytechnic College, Lovely Professional University, Pallavi Model School, Vidyamandir Classes and New Gurukul Science Coaching.
Complaints against advertisements of eight educational institutes listed below are UPHELD mainly because of unsubstantiated claims AND/OR misleading claims that they provide 100% placement/ placement assistance AND/OR they claim to be the No.1 in their respective fields.
Koneru Lakshmaiah Education Foundation, Samrat College, Sojatia Classes, Shree Dev Bhoomi Institute of Education Science & Technology, The Vision Education Group – Vision PU College, ITM Group of Institutions- ITM Institute of Hotel Management, Little Wonders International, Haryana College of Fire & Safety Management.
Some ads under Food & Beverage:
Organic India Pvt Ltd (Organic Honey and Organic Ghee): The advertisement’s claim, “Organic Ghee”, was not substantiated for its organic claim for marketing status and is misleading by ambiguity and implication. The claim, “Organic Honey Wild Forest - Boosts immunity and is a source of good bacteria”, was not substantiated and is misleading by ambiguity and implication.
Premium Foods India (Premium Foods Range): The advertisement’s claim, “No.1 brand of Kerala”, was not substantiated with any verifiable comparative data of the advertiser’s product and other brands of instant food products, to prove that it is in leadership position,(No.1 Brand) in Kerala, or through a third party validation. The claim is misleading by exaggeration and implication.
MBS Beverage Pvt Ltd (MBS Cola): The advertisement’s claim, “Odisha's No.1 Beverage Company”, was not substantiated with any verifiable comparative data of the advertiser’s firm and other beverage companies, to prove that it is in leadership position (No.1) in Odisha or through a third party validation. The claim is misleading by exaggeration and implication.
Lotus Herbals Pvt. Ltd (Lotus Professional PhytoRx Sun Protection Range): The advertisement’s claim, “Nature's most effective shield against the sun”, was a superlative claim which not substantiated with evidence of product efficacy and with technical tests/trial reports and is misleading by gross exaggeration. The product packaging claims in the advertisement - “SPF 70 PA+++ PhytoRx Ultra Protect Sunblock”, “SPF 50 PA+++ PhytoRx Sunblock Mist”, and “SPF 30 PA++ PhytoRx UV Screen Gel”, were not substantiated with evidence of the claimed SPF/ PA values. The claims are misleading by exaggeration and likely to lead to grave or widespread disappointment in the minds of consumers.
For six different advertisements of the following Jewellery brands, the claim, “India's Most Preferred Jeweller”, was not substantiated with verifiable comparative data / market survey data of the advertiser’s product and other competitor diamond jewellers or through a third party validation. The source and date of the claim was not mentioned and the claim is misleading by ambiguity and omission.
- Nirvana Diamond Jewellery
- Asmi Diamond Jewellery
- Nakshatra Diamonds
- Gitanjali Jewels
- Sangini Diamond Jewellers
- ARG Outlier Media Asianet News P. Ltd (Republic TV): In the advertisement’s claim, the disclaimer put by the advertiser for the claim "India's No. 1 Channel" is based on one day data (Period: Week 21 - 2018) and not four consecutive weeks of data and also the data was for week days excluding weekend (Day: Week days) and not for entire week as per Broadcast Audience Research Council (BARC). Therefore, it violates BARC Principles. The subject matter of comparison is chosen in such a way so as to confer an artificial advantage upon the advertiser so as to suggest that a better bargain is offered than is truly the case. Hence, the claim "India's No. 1 Channel" disclaimers in the ad were too small which contravened ASCI’s Guidelines on disclaimers
- Doms Industries Pvt Ltd: The advertisement’s claim, “India's No.1 Brand - 2017”, and “India's No.1 Stationery Brand”, were inadequately substantiated and are misleading by exaggeration.
- Sahara India Commercial Corporation Ltd – RML Sahara Ganj: The advertisement’s claim, “The nationally awarded mall”, was not substantiated with details of the criteria for granting the award, references of the award received such as the year, source and category. Also the claim is misleading by ambiguity and exaggeration.
- Action Footwear – (Action Plus): The advertisement’s claim, “Awarded as leading power brand of India”, was not substantiated with copy of the award certificate, details of the criteria for granting the award, references of the awards received such as the year, source and category. The claim is misleading by omission of disclaimer to qualify this claim.
exchange4media Group Service
Industry experts come together to discuss a topic that requires that addressability - 'Strategy versus pricing' : What is the future of the media pitches?
That pricing remains the biggest factor that dominates media pitches is not unknown. However, can price be the sole factor at play?
So when the likes of Shashi Sinha, Chief Executive Officer, IPG Mediabrands; Raj Nayak, Chief Operating Office, Viacom18; Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital; Ashish Sehgal, Chief Operating Officer, ZEE5; Ashish Bhasin, CEO, Chairman & CEO - South Asia, Dentsu Aegis Network; and Vikram Sakhuja, Group CEO, Madison Media; came together at the fourth edition of Media ACE Awards 2018, it was only fitting to discuss a topic that requires that addressability- Strategy versus pricing: What is the future of the media pitches?
The panel was moderated by Paritosh Joshi, Principal Provocateur Advisory. Joshi opened the discussion talking about how some years back, durability of relationships in the client-agency business was a big deal.
Talking on the topic, Sakhuja opined that between strategy and price, strategy is hygiene and price is the determining factor on the basis of which the decision to give business to an agency is taken.
“Somewhere along the line, we’re still known as media buyers. We’re not known as marketing investment managers. We got to agree on outcomes that media can deliver. And we have to ask them, is top-line better or bottom-line? Those conversations aren’t happening,” he said.
According to Nayak, the bone of contention today is that agencies are not making money. “They are going out and pitching to clients saying that we will get you at 20 per cent lower price than what you were getting earlier. And if you’re saying 20 per cent discount, broadcasters will have to give their spots at zero value. Audit agencies are telling clients to put pressure on the agency and shift the agency if they can’t give another 30 per cent. How are we accepting this mandate from clients? Why are you going and promising it?” he continued.
A candid Nayak said, “I know of agencies who are returning money to their clients. You’re not only killing your business but also the broadcaster’s business."
When Joshi raised the question as to why don’t partnerships endure anymore, Kakar spoke about how people have become more demanding, less accepting and more promiscuous.
Kakar pointed out that the problem lies on both sides.
“I remember growing up and seeing the cokes of the world as the most loyal client partnerships. And at Cannes, I’ve heard the Coke CMO saying that I’m happy to give projects to anyone and everyone. And it’s like, who starts delivering first? The agency side will say you don’t pay me enough while the client will say I don’t get enough. So both have to accept what is it that you’re paying for and what is it that you’re asking for? If you decide what the media agency delivers, I think promiscuity may not be as prevalent as it is today.”
Kakar made a point about how the service industry is unfamiliar with the tasks that the client is up against.
Kakar said, “If I wear the client hat, there are three things: my top-line, my bottom-line and my number of valued customers. None of the partners are happy to own my KRAs. We all come with what we have to offer and not what the client needs.”
Continuing on the particular line of reasoning, Sehgal stated that it is a demand-supply situation. “Ultimately, it is my product that I’m selling. If I don’t agree, they both fail. As a broadcaster, we’re also at fault by fuelling that fire. There are certain circumstances where some of us might have opted for it. The communication business itself has fragmented so much that everybody is yearning for that last rupee. In that anxiety, we sometimes go for the discount bit.”
Joining the discussion, Sinha said he is all praises about IBF’s guidelines of refraining from giving discounts.
“There are many cheques and balances, global pitches and global clients, so how do you do it? But the level to which it is dropped, without calling for collective action, we won’t be able to take it on. I think six months down the line, we’ll be in a better position to revolt this,” he said.
For Bhasin, every client and agency gets what they deserve. He says that there are many legacy players who are caught in very old-fashioned way of thinking and that part of the business is clearly under pressure.
“The only way I as an agency can earn more is by showing more value to my client than what he is willing to pay. What else can we bring to the party?” he advised.
Sakhuja highlighted ways of measuring responses in digital properties. However, he was quick to add that it requires evolved people from both the client and ad agency side. “Now with digital coming in, you can do a lot of stuff that leads to ‘outcomes’ as I call it. There are couple of clients where we are sole sales channel or comprise 50% of the channels where they get sales. These clients don’t bother us with price because we’re delivering sales. Awareness is another aspect of it. If I can go and tell people that I have delivered a plan where people actually spend time on your ad, that also is a business outcome for a brand to be achieved. I don’t think there are many people from the client’s side to have this conversation.”
Kakar asserted that the client is going to continue to ask for lower pricing/ cost-cutting as long as you continue to offer. “Strategy is something intangible and it doesn’t resonate to a businessman who is thinking numbers. But when you talk about cost and saving, its music to any businessman's ears. Kakar called out agencies for earning wrongly.
“When you had a pitch that somebody won. And it's at 0 per cent commission, what is the message you’re taking to the client? If you’re earning from that 0 per cent also, you’re earning from somewhere right?”
Sehgal and Nayak asserted that they have been saying no consistently to clients on offering lower prices than what they’re operating at.
As the conversation heated up, Sehgal declared, “I’m saying no at this forum itself. Any client that pitch from now onwards, I’m not going to reduce my price than what I’m operating at today. Even if it means loss in business. If they want to come and have a negotiation, they can come and have a negotiation on how to improve their viewership on my channel."
The ability to say no was the soundest prescription by the panel. “Unfairness in pricing needs to go away and it has to be pegged at a certain level,” said Bhasin with an air of finality.
exchange4media Group Service
Prasanth Kumar, CEO, Mindshare South Asia, won ‘Agency Head of the Year’ at the fourth edition of exchange4media's Media ACE Awards 2018
Prasanth Kumar, CEO, Mindshare South Asia, won the coveted ‘Agency Head of the Year’ award at the fourth edition of exchange4media’s Media ACE Awards 2018 held in Mumbai on Tuesday. The honour was bestowed upon Kumar in the ‘People Awards’ category.
Making the evening more special for Kumar, GroupM took home the coveted ‘Network of the Year’ award and Mindshare India, along with Lodestar UM, won the ‘Agency of the Year’ award.
Speaking on the wins, Kumar said that it was truly a “fabulous day” for them and that they are “humbled”.
"I want to thank the jury for awarding us the Best Agency of the Year and Media Agency Network of the Year. It's truly a fabulous day for us and we are very humbled that the jury and everybody recognises that a lot of effort has been put together to get the best of clients and partners. It's a big moment for all the people in GroupM, Mindshare and all the winners," he said.
The 4th edition of Media ACE Awards held on October 16 showcased award-winning work for the period July 2017 to August 2018. It recognised Indian media agencies for their contribution to the industry and the professionals behind the growth of these agencies.
Below is the complete list of winners:
exchange4media Group Service
This was his second stint at Ogilvy India that started 11 years ago in 2007
In a recent development,
Gahlaut worked at Ogilvy as creative consultant between 2001 and 2005 after which he left and re-joined the agency in 2007. He has been with the agency ever since. Gahlaut was elevated in 2017, around the time of Sonal Dabral's return to the agency as Group Chief Creative Officer and Vice Chairman.
Commenting on the news Dabral said, "Ajay did some excellent work in his decade long innings in Ogilvy Delhi. I'd like to thank him for building a great team and wish him all the best for all his future endeavours."
Piyush Pandey, Executive Chairman & Chief Creative Officer, Ogilvy South Asia said, "Ajay is looking for life beyond advertising and for that reason, I cannot stop him just like I couldn’t stop Abhijit. If Abhijit was going to another agency, I wouldn’t have let him go. Everyone has a dream and unfortunately, I can’t fulfil that dream. He has done a stellar job and I am very proud of him. He worked very closely with me and I will miss him. He is a very dear friend."
Ajay’s successor will be announced shortly. According to sources there are three contenders for the position, one of them from within Ogilvy.
Fortune Foods quickly put out an apology, which in turn triggered complaints from Bengalis who pointed out that eating meat during the Puja is not a taboo in West Bengal
A cooking oil ad by Fortune Foods caused furore when it didn't go well with the Hindu Janjagriti Samiti who asserted that eating non-veg food during Navratri was prohibited. The Hindu Janajagruti Samiti, a Hindutva group had posted their objections to the advertisement on their website, saying it was an insult to their faith.
The company quickly put out an apology, which in turn triggered complaints from Bengalis who pointed out that eating meat during the Puja is not a taboo in West Bengal. The Bengali language ad titled Pet Pujo, or worshipping the stomach, and subtitled in English here for Fortune mustard oil shows a woman cooking meals for her husband during Durga Puja including traditional Bengali dishes made from goat meat and fish. The accompanying text reads, “For the food-loving Bengali, the Puja is a time to worship the stomach.”
The Hindutva group posted the following objections on their website:
“Along with this, non-vegetarian food is prohibited during Navrati [the worship of the goddess Durga in North India]. In this advertisement, the husband fasts for Navratri but on Navami, the wife feeds the husband mutton kosha and fish made using Fortune Oil. Since this food is so tasty, the husband is forced to break his fast. This is an egregious insult to our Hindu faith.”
Fortune Foods responded the next day, posting an apology on Facebook and Twitter, and withdrawing the video from circulation everywhere except Bengal “where it is common practice to eat both vegetarian and non-vegetarian food”.
Fortune Foods issued a fresh statement saying, "Over 2 yrs we are celebrating the idea of #PetPujo with Bengali Foodies around the time of Durga Pujo. This year our video touched 1.5+M viewers in Bengal alone, and our brand continues to receive oodles of love on social media. We respect food choices made by every community. And we will fervently guard against accidentally hurting people's sentiment. Our apology for one is not an insult for the other as will be witnessed from the comments that continue to pour in. Do read, watch and show some more love."
Did the brand get their crisis communication right? Should it have apologised? Brand expert Gaurav Gulati feels that the inclusion of religion in advertising is a dangerous act, in most of such cases brand fails to please customers. Citing from the Yankelovich MONITOR report, he says, “Almost 40 per cent of consumers state their faith plays a big role in the choices they make while buying goods and services. So if your brand can maintain the balance that works to get both believers and non-believers go ahead and take advantage of religious waves or else stay away from this space. I think Fortune failed to keep the balance, and an apology is the best option to get another chance from same target customers."
Brandvagon's Abhimanyu Singh also feels that though the apology was not needed, it helped with the damage control. "Considering the stature of the brand, it only makes sense for them to be humane and fix it up despite of it not being entirely their fault. Sensitivity is the pillar that can't be ignored for most brands and hailing from a country with diverse religions and faiths, this must be considered the step in the right direction."
Says Saurabh Uboweja, International Brand Expert and CEO Brands of Desire, “While the brand didn't have to technically apologise for a mistake they didn't commit, but we have to acknowledge that Fortune is one of India's largest edible oil brands and would be certainly worried about alienating a large part of their consumer base that is predominantly vegetarian. The apology came out of fear rather than the guilt of doing something wrong.”
exchange4media Group Service
The campaign will run across OOH, radio and digital for the duration of 60 days targeting Mumbai, Delhi, Pune and Bangalore.
Piramal Capital & Housing Finance (PCHF), the wholly owned subsidiary of Piramal Enterprise Limited, on Tuesday announced the launch of its new brand campaign, ‘Bada Socho’ (Think Big).
The campaign highlights the ethos of the Piramal Group and PCHF - its financial services business, to create long term value for all its stakeholders, the company said in a statement. Therefore, the essence of the brand campaign is PCHF enabling customers to pursue their goals and transform their dreams into reality by embracing a new way of life i.e. ‘Think Big’.
Speaking on the campaign, Khushru Jijina, Managing Director, Piramal Capital & Housing Finance, said, “We are excited to launch our brand campaign ‘Bada Socho’, across our target markets - Mumbai, Delhi, Bangalore and Pune. This 60-day campaign highlights our expertise in the market while showcasing our approach to do business. Our brand promise encourages our customers to ‘Think Big’ as we extend our support by partnering with them respectively in achieving their goals whether it is to buy a new home or grow their business.”
The strategy is to reflect the ethos of the group at large with a specific relevance on the financial services business. The campaign helps establish ‘Bada Socho’ conveyed through messaging that talks about this mindset. A series of creatives deliver this message in the context of different business verticals viz. housing finance, real estate finance, emerging corporate lending, corporate finance group and capital markets & advisory.
The campaign will run across OOH, radio and digital for the duration of 60 days targeting Mumbai, Delhi, Pune and Bangalore. The messaging will start with brand and then move on to the housing finance communication being retail. The sustenance of the campaign will be supplemented by leveraging on transit/commute and digital platforms.
exchange4media Group Service
To establish emphatically the news of Savlon Braille Enabled packs, Wavemaker partnered with key news channels and publications to ‘deliver News through Braille’.
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.
exchange4media Group Service