Noorings: Status WPP- Blood in the water

Love him or hate him, Sorrell could not be ignored. It is true that WPP is hurt, but it also true that there is no Martin Sorrell around to lead an attack on it. An assault could come, and it could be from the newer players on the block like the consultancies, or maybe even the Amazons of the world.

Noor Fathima Warsia 19-April-2018



Sir Martin Sorrell’s abrupt good-bye, the reasons of his forced exit, the pressure that the agency world, notably visible in WPP’s lackluster performance in the last year, or the continued drop in the company stock, more so after his resignation without a clear succession plan in place, have all led to one situation – the world’s largest holding company is hurt, and the industry can smell blood in the water.

In the midst of the career obituaries and eulogies being written for Sorrell, the one question that looms large is what next for WPP, and given its scale and size, what next for advertising itself.

And like every story, this story has two sides.

On the one side, the troubles are clear and present, and they had begun long before WPP initiated its investigation against Sorrell.

Advertising’s Poster Boy

For some time now, while Sorrell’s views may not have been agreed with, he was the poster boy of the agency world. He was relentlessly defending the advertising business model (run by holding companies that he engineered to take their present shape and form) and the need for agencies to exist. Large spenders have been challenging this structure, especially as they look to cut down and streamline their spending.

Recall the brilliant ‘It’s a #TideAd’ commercial during Superbowl 2018? That was a result of P&G experimenting and turning the agency model on its head, with a ‘people first’ approach. It brought talent from competing holding groups under one roof. Creative professionals from rival agencies including Saatchi & Saatchi, Grey, Hearts & Science and Marina Maher Communications worked together as one unit for P&G to enhance its creative product.

This was P&G’s answer to a year-long industry cry to reinvent the advertising model, in a world where digital dropped something new every day and consultancies have been on the rise. And nothing is stopping other marketers to follow suit.

Change in the natural order had most certainly begun; Sorrell’s exit will be a trigger to speed up the pace of this change. His handbook has been incredibly successful for more than three decades. No one was hence in any particular hurry to change it just yet, but it was also becoming old. His exit changes this mindset.

Those who say that Sorrell’s resignation is the end of an era or that ad land will no longer be the same, reiterate the influence that he commanded in the ad world. In an Omnicom earnings call earlier this week, the holding company’s CEO, John Wren said, “In many ways, I have a great deal of respect for Martin. I've competed against him for the last 25 years and very honourably.”

Love him or hate him, Sorrell could not be ignored. He was the best brand ambassador WPP could have asked for. One of the biggest reasons for that was his ability to micromanage efficiently, which in turn made him a darling of the press and marketers in India.

The Micromanager Advantage
People like me have grown up listening to Sorrell stories and what he was capable of. Nearly a decade ago, in a WPP party hosted during Sorrell’s India visit, attended by WPP agencies and their clients, one of the agency chiefs and a CMO were in deep discussion on business challenges. The CMO in question, recounted later, that in the middle of this conversation, someone tapped him on the shoulder and handed him a business card that read ‘Martin Sorrell, CEO, WPP’. Introducing himself, Sorrell said to the CMO, “If you ever face a problem, call me”. For this CMO, that was a hair-raising experience.

In another instance, a telecom brand had moved to a WPP rival agency globally and the change was all but confirmed to happen in India too. And yet it did not, not for several years. Rumour had it then that one of the calls made to the telco team in India was from Sorrell himself, assuring that if the relationship continued in India, he personally commits results.

He knew as much about Anil Ambani selling Mudra to Omnicom as he knew about IPL-Star deal and at times, more than people in India did.

Many stories have been told over time to create the legend of Martin Sorrell. Like every legend, most of it is rooted in truths. The underlying fact though is that Sorrell was available and involved in WPP’s India businesses and its clients in a much deeper manner than any of his peer could be or wanted to be. For him, being a micromanager was a compliment.

For 33 years, he had the same email id, and it did not matter who was emailing him, Sorrell replied.

He understood the power of the press – chances are that for most marketing and advertising journalists in India, Sorrell was either the first holding company CEO they interviewed or the only holding company CEO they interviewed.

He was in India more than anyone else in his position, and he made time for journalists and ‘influencers’ as he did for his clients. If a marketing journalist does not have a personal Sorrell anecdote to share, they either have not been in the trenches long enough or are not really in the ranks of reckoning.

This is not an easy act to follow. But it also raises the question --- does it have to be followed?

The flip side of the story is to understand what marketers want today. If this style was what they wanted, why have they been constantly asking for legacy businesses to evolve?

The Times They Are A-Changin’
The Sorrell-style of working, punctuated by Sorrell-isation and Sorrell-centricity at the core of WPP, has been successful. But the time for change is here.

As WPP navigates its complex structure and its assets portfolio, in the hunt for a CEO, it has several paths to choose from. This very situation creates the opportunity to craft the holding company of the future. If press statements are to be believed, this will happen sans Sorrell and his advice.

Let’s not forget that we are talking about WPP. Its characteristics may have been formed by one individual but its bench strength runs deeper than one can imagine. It is built on processes and systems, and it continues to be home to some of the brightest minds in the world.

India holds special strength in this equation. To say that WPP will fall alongside its founder’s exit, would be highly misplaced and ill-informed.

Sorrell himself has said that if all his businesses were like WPP India, he could retire.

Despite the pressure that it will face from its clients such as Ford or Kimberly Clark or others who have initiated or are initiating reviews for reasons varying from streamlining, working with zero-based budgeting or the pressures of procurement, WPP is poised to withstand the pressures it will face globally.

Even if it does split its assets letting go of certain businesses, which can compromise its position as the world’s largest holding company, its DNA is built to lead change. Let’s also note here – if Kantar is under pressure, so is Nielsen. The concern is not unique to WPP. But what these firms bring to the table are required capabilities. Whether it should remain within a marketing services holding company or not, is another question – one that WPP has the opportunity to revisit with an objective mind.

WPP leaders such as Mark Read, who is named one of the joint COOs in the interim for the company, are no strangers to markets like India – having made it a point to be in this market regularly. WPP India has some of the strongest leaders in our country at its helm.

It is true that WPP is hurt, but it also true that there is no Martin Sorrell around to lead an attack on it. An assault could come, and it could be from the newer players on the block like the consultancies, or maybe even the Amazons of the world, who would be looking at ways to leverage the vulnerable position that WPP and the advertising industry is in. But ad land, and its mightiest, is well placed to survive it.
SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

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

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 42 minutes 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
SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

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

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 51 minutes 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

 

 

 

 

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

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

Green building brand Birla Aerocon’s new campaign has been conceptualised by Ogilvy

The hilarious TVC highlights the plight of a plumber at the hands of an ordinary pipe, and in turn communicates the reliability and assurance of Birla Aerocon Pipes

exchange4media Staff 1 hour ago

Birla Aercon

Birla Aerocon, the green building solution brand from the house of HIL Ltd. announced the launch of a new TVC campaign ‘Naam Birla Dekhke Lena’. The TVC showcases the superior quality that Birla Aerocon offers in the category to its customers. 

Conceptualised by Ogilvy, the TVC is a quirky take on the problems caused by leaking pipes. Using the plumber as the protagonist, the TVC starts with a plumber who to the annoyance of others in his family, is having to change his name almost daily. It is later revealed that the overpromises made by technicians – ‘kuch hua na, toh naam badal denge’ was the reason behind a new name every day as his blind promises were never fulfilled due to the sub-standard pipes installed at the customer’s home. The commercial ends with a voiceover – ‘Pipe ho lena to naam Birla dekhke lena’, which beautifully sets the mood for the commercial and helps the plot unravel highlighting the quality, durability, and reliability of Birla Aerocon pipes. 

Dhirup Roy Choudhary, MD & CEO, HIL Ltd. Said, “Birla Aerocon Pipes and Fittings, from the house of HIL, is a world-class product that is made with TrueFit Technology which ensures leak-proof pipes and fittings. Our latest campaign for Birla Aerocon pipes and fittings showcases the trust BIRLA as a brand entails, which is world renowned and is associated with top quality products. Our products cement the same trust amongst all our channel partners through our superior quality of pipes and fittings. Through the campaign, you can see how together with our products we are building the trust and happiness amongst customers and plumbers alike.”

Nilay Moonje, Group Creative Director, Ogilvy Bangalore said, “When it comes to repairs or fitting pipes we rely on the word of the experts in the field, the plumbers. We thought, what if, we made the plumber our hero who is a victim at the hands of an ordinary pipe and so, in turn, communicate the reliability and assurance of Birla Aerocon Pipes. We stumbled upon this hilarious idea of a plumber who literally puts his name and reputation on the line and the consequences he faces as a result of his reliance on an ordinary pipe. The message of the story is meant to hit, in this case, both ends of the pipe - the plumbers and the home owners too.”

 

CREDITS
Client: HIL
Client Marketing Head: Neha Gupta De
Creative Agency: Ogilvy Bangalore
Creatives: Azazul Haque, Mahesh Gharat, Nilay Moonje, Nimisha Kalipurayath, Sameer Gupta, S Syamkumar, Gaurav Sharma, Rahul Chelat
Account Management: Kiran Ramamurthy, Priyanka Puri, Puja Kauntia  
Production House: Radhika Produces Films 
Director: Suresh Triveni
 

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

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

Sunfeast Farmlite releases #HealthierYouAwaitsYou campaign

ITC Limited’s range of healthy biscuits urges you to live a healthier lifestyle for yourself and your children

exchange4media Staff 59 minutes ago

Sunfeast Farmlite

Who we are and what we become, flows from what we see our parents do and believe in. Proud aren’t we, to resemble them, and inherit from them? But is all inheritance a matter of pride? Sunfeast Farmlite recently launched a new digital film which asks these questions and helps you find the answer within.

Theresa Ronnie, Vice President, FCB Ulka- Bangalore said, “ITC believes in making superior quality biscuits for a discerning and evolving India. Our range of Sunfeast Farmlite biscuits bring health and taste together to support a healthier lifestyle. This film aims to shed light on the risks families carry and nudges parents to make the switch to a healthier life.”

Speaking about the campaign, Romit Nair, Creative Head, FCB Ulka- Bangalore, said, “The fact that children like to be like their parents and parents take pride in the similarities is very realistic. And realism and relatability never fail to strike a chord.”

Sunfeast Farmlite is a range of healthy biscuits by ITC Limited. These biscuits have no maida, no cholesterol, no trans-fat and is made from Aashirvaad Atta.

 

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

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

Xiaomi launches new campaign for Mi A2

The campaign comprising a film and outdoor campaign has been conceptualized by Ogilvy Bangalore

exchange4media Staff 16 hours ago

XiaomiCircus

November 16, 2018: Since its beginning in 2014, Xiaomi India witnessed phenomenal success in the smartphone industry. Xiaomi currently dominates the smartphone market with a substantial 29.7% share as per recent IDC research (Q2 2018), wherein 4 out of 5 smartphones sold in India is a Xiaomi phone.

The campaign features Mi A2 and showcases the remarkable work of this product in delivering the key selling point which is “picture perfect photos” especially in low light photography, with unmatchable quality and absolute ease. It addresses how consumers face a common challenge of capturing great low light pictures which is a concern for most smartphone devices.

The campaign comprising a film and outdoor campaign has been conceptualized by Ogilvy Bangalore.

Speaking about the campaign, Mahesh Gharat, Chief Creative Officer, Ogilvy South said, "One look at the specs of the Mi A2, and one would realize that it clearly is the frontrunner when it comes to clicking great pictures in low light. Our challenge was to translate this benefit into a clutter-breaking and memorable piece of communication. We started with a simple life insight. People today are constantly clicking pictures. One doesn't know when one will chance upon a magical moment that's worthy of sharing on your timeline."

These films exaggerate the fact that these moments are not going to wait for you because your phone camera is not good enough to click pictures in low light. The take out - with the Mi A2, you can be forever ready. Cinematic flair and a great track is what makes these TVCs sticky and unforgettable. And this was just the beginning of the campaign. There's lots more to come.

Commenting on the campaign, Anuj Sharma, Chief Marketing Officer, Xiaomi India said, "As a brand, we dedicate ourselves towards offering the best of consumer experience to our Mi Fans and customers across India. And our new campaign precisely highlights this aspect of our brand. As perfect moments don't wait, Mi A2 ensures that our Mi Fans and customers never miss out on their perfect moments. And these moments live on as many cherished memories forever, no matter what the conditions are. This is only possible because of our commitment to providing the best of our innovative technology to all, and therefore we will continue to deliver the best."

Campaign video:

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

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

Twitter India witnessed peak revenue this year: Maya Hari, Twitter

Considering Twitter to be the conversational layer of Internet, VP & MD, Asia-Pacific, Twitter talks on how India due to its vibrant user base, turns out to be a perfect platform

exchange4media Staff 1 day ago

Maya Hari Twitter

They say, Conversations that last long are made up of memories and instances deep and true. Yes, we are talking about the platform Twitter where long threads and powerful hashtags have become a popular trend leading to quite a few 9pm prime time debates on most television channels.

exchange4media caught up with Maya Hari, VP & Managing Director, Asia-Pacific, Twitter who spoke about Twitter India’s growth aspirations and how the Indian market, which is crucial both from an audience as well a revenue perspective, witnessed a peak revenue this year. Considering Twitter to be the conversational layer of Internet, Hari talks on how India due to its vibrant user base, turns out to be a perfect platform in the market. 

Edited excerpts:

How important is Twitter India in your APAC growth plans? 

APAC has been the growth engine for Twitter globally and India is one of those top priority markets for us. Globally, India is not only one of the largest but also among the fastest growing market. So, both from an audience and a revenue perspective, there’s a lot of focus, as well as attention and investment that we are planning for this market. It’s quite an exciting time for us in India.  

How is Twitter India thinking about engaging better with the Indian user base? 

Speaking globally, Twitter is rather a platform of interest which motivates people to rally behind a cause. It allows users to discuss and learn about various upcoming trends that they would like to follow. 

Talking about India, we have a very vibrant user base that is happy to converse. This works very well for the country, because we consider ourselves the conversational layer of the Internet that we want to build on continually. India is a perfect platform for this, where people are happy to talk, happy to express opinions and there’s a huge diversity in our user base which lets them talk on various topics. With respect to this varied user base, we are seeing some interesting trends that we think will continue to evolve. We are transcending from beyond the top 4 cities being the core market to other cities in order to have a strong adoption there. Even beyond this, we have started seeing some of the smaller towns that really light up with Twitter. This is just the beginning of a longer term trend that we would continue to see.

With respect to the use of languages, just about half of our tweets coming from India are in English, Hindi, Marathi, Tamil, Kannada, among others.

Twitter India recently reported a 14% decline in its sales. What are some of the initiatives planned to put Twitter India back on the growth trajectory?

Let’s set this record right, we haven’t seen a decline in sales. In our history of revenue as Twitter India year to date, we have in fact witnessed peak revenue this year. The reference here, might be regarding the ROC filing that we do. We do not book our sales revenue out of India. It’s a marketing entity and so we are booking a lot of our cost base out of here. Hence, you will find a difference between what the ROC filing represents vs. how the health of India business looks like.

While the Internet user base in India has grown heavily, monetisation has been an issue plaguing the industry. How does Twitter India make sure to monetise user traffic effectively?    

We at Twitter always believe that monetisation follows audience, hence with a strong growing audience base monetisation becomes important. Let’s say, if a brand does a launch with Twitter in the marketing mix Vs. without it, the persistent awareness is stronger in the case where they have used Twitter at the launch phase. With our audience being incredibly influential this has essentially been our super power in the marketing mix. Therefore, our message to brands has always been, ‘To start with the audience’, who can be more influential at launch and thereby help you leverage the speed of the platform.

We are quite bullish about monetisation in India and we continue to focus on ‘launch’ as the core marketing value that we bring to the table, in addition to sponsorships around connecting at the right moment with the latest.  

How does Twitter plan to deal with misinformation such as spread of fake news, hate speech, harassment etc. to avoid exploitation of Twitter's core features, more so with elections coming up in India?

The overall topic of misinformation is something that the whole world is tackling at present. We at Twitter care deeply about this issue. Our intent is always to be able to surface all perspectives around the topic. To be able to tackle spam and address issues of fake news sooner, continues to be an endeavour. At a global level, building better and healthy conversation is one of our top priority. Hence, the ongoing effort is around a combination of product, policy and policing of reports in real time. You will find, Twitter has been able to detect such cases much earlier and hence taken action much sooner.

Speaking about elections, it’s actually quite an exciting time for Twitter. As a platform we want to represent every side, we want to be able to carry the debates, we want to be able to get people to discover what the candidates represent, discuss policies and topics they would like to stand for. On one hand, we are going deep into the state elections in different states of India, in order to be able to support them. We are going into 6 to 7 towns for e.g. Raipur to help state level parties aid benefits like education, sanitation etc. for the locals. On the other side, we are also partnering with BOOM Live to be able to spot fake news and resort to fact checking. Alongside, with the launch of #PowerOf18, we encourage today’s youth to express freely and voice their opinion regarding who they want to see as their leader. All in all, we are taking a holistic approach to the elections, to try and fix such issues.

What are some of the measures that are being employed to bring forth creative content partners onto the platform, in order to leverage content across Twitter?

The effort to be able to bring a holistic set of Video content to the platform, has been a multi-year strategy for us. Whether it is Quickbuzz here or some of the local news and entertainment partners, or Red Chillies Entertainment, for whom we recently live streamed their ‘Zero’ movie trailer launch, you will continue to see us work with a very rich partner ecosystem to bring content onto the table. In addition to this, we are also constantly evolving the formats from an advertising standpoint to be able to get brands to express creativity. For example, how does one merge video along with conversation instead of just choosing one. This is very unique to Twitter. Another example would be that of a conversational card, where you can get a consumer to view a video and then engage in a particular hashtag and a conversation to be able to spread the word on the same. These are some of the unique only-on Twitter formats, which will continue to be a major part of our strategy.

With the Video First approach expanding rapidly, how is Twitter making sure, that almost every consumer gets a Video touch point on the platform?

From a consumer standpoint, the consumption of video globally as well as in India continues to rise. We in fact, see doubling of video consumption on the platform. What we also see is that, video as a format represents over 50 per cent of our total revenue. Video has actually become the currency and we can find it all around us. In terms of engagement, it certainly has become the favourite format for consumers.

When it comes to brand advertising, how does Twitter ensure it will be competitive enough in a brand-data-centric world?

Speaking about data, Twitter has tweets that are real time, public in nature and are conversational. Put in another way, it’s the largest collection of human thoughts that a brand can actually tap into real time. This sets up a good base for incredible data net insights. Brands love to hear from us about the topics that interests a particular set of audience, for instance, what does a set of gaming audience care about or what are the core areas a tech-savvy group would discuss in all likelihood? The sentiment involved here is to predict whether the brand we are conversing with is positioned correctly or not. This becomes a very strong foundation for us, in having a data-centric conversation with the brand.

When you marry this sentiment and the launch factor, the two super powers of Twitter it tends to be the best well rounded offering that we have for the brands.

Any Twitter trend that took you by surprise this year?

Being an Indian who has lived here, the whole #MeToo movement has pleasantly surprised me to see how it came to the surface and drove incredible impact in society. We have also had few other trends where women over the last couple of years have come out and expressed a lot on several hashtags like #Ain’tNoCinderella and #GirlsWhoDrinkBeer etc. These mini moments have definitely pushed the society to believe that we as women have deep trust in the ability to express ourselves and have freedom. The #MeToo movement, has been the culmination of series of emotions for me.

It has also been lovely to see all the fun moments playing out on Twitter. For e.g. when Golden girl Hima Das broke a big record at Commonwealth, news moments like the debate around Aadhaar etc.

Our audience has the ability to shape culture and when people shape culture, they certainly have the power to change the world for the better. It is indeed a privileged position for us to be in both for the society and marketers we connect with.
 

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

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

OPPO spreads ‘Smiles’ with its Diwali Campaign

Launched a digital campaign featuring Kiara Advani, directed by Mohit Suri

exchange4media Staff 1 day ago

oppo

OPPO, The Selfie Expert, recently launched its Diwali Campaign ‘Your Best Diwali Gift’ starring the recently launched OPPO F9 Pro Starry Purple and highlighting the joy of sharing with the under privileged. The campaign aims to establish an emotional connect with its audience and encourage an alternative way of celebrating Diwali by sharing lights, colors and lots of love with a group of special children. It positions the F9 Pro Starry Purple with its charming design as the best Diwali gift this season of gifting.

 

Speaking on the campaign, Will Yang, Brand Director, OPPO India, said, “Festivals in India are an exciting time where families and friends reconnect and bond over gifts, lights and sweets. At OPPO, we want to make this experience joyous for all our consumers and are delighted to launch our Diwali campaign. With this campaign, we aim to do our bit and spread happiness amongst the community. We are thankful to Smile Foundation to be our partner in achieving the same. We are focused towards offering our consumers the best of technology, art and innovation this Diwali and believe the F9 Pro Starry Purple will become the best Diwali Gift this year.”

 

Under the campaign executed both offline and online, OPPO partnered with the Smile Foundation, a non-governmental organization that works for the welfare of children, their families, and the community and donated INR 10 lakh for a noble cause - providing support for underprivileged children’s health - with a special focus on the girl child. A beautiful product experience zone in the shape of a giant gift box was set up at Pacific Mall, Subhash Nagar, New Delhi, enabling consumers to experience the OPPO F9 Pro and light a lamp. Visitors who lit the lamp at the zone contributed towards the noble cause and did their bit in bringing a smile on an innocent child’s face.  

 

In the second leg of the campaign, OPPO launched a digital campaign highlighting core competency of F9 Pro Starry Purple - “5-minute charge, 2-hour talk”. Directed by Mohit Suri, a seasoned Bollywood Director, and starring Kiara Advani, popular Bollywood actress, the video campaign celebrates the bond between a mother and an adopted daughter. It showcases how love connects people and is not defined by blood relations and positions the F9 Pro Starry Purple as the best gift to capture precious memories.

 

The digital campaign designed by Havas India showcases a young girl, played by Kiara, busy helping her mother prepare for Diwali festivities while the family discusses the tough decision of revealing the truth of her adoption. The TVC takes an emotional turn when the young girl goes back to the orphanage which her family would visit with gifts every Diwali, and where they found her. The emotional tone continues as the girl surprises her family by knowing all along, thanking them for being there for her by gifting them a brand a new OPPO F9 Pro.

 

 

Credit Role:

  • Agency: Havas India
  • Creative Director - Shyam Samant
  • Production house - Cutawayy Films 
  • Director (film) - Mohit Suri
  • Producer - Gaurav Dharr and Monica Gambhir

 

 

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

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

AMV BBDO's Head of Art Creative Partner, Rosie Arnold steps down

In her 35-year-long career in advertising, Arnold spent three decades at Bartle Bogle Hegarty London where she rose to the position of Creative Director before joining AMV BBDO in 2016

exchange4media Staff 2 days ago

Rosie Arnold

AMV BBDO’s Head of Art Creative Partner, Rosie Arnold, will be stepping down after a 35-year career in advertising.

The creative legend spent three decades in advertising at Bartle Bogle Hegarty London where she rose to the position of Creative Director before taking up the Head of Art role at AMV BBDO in 2016.

AMV BBDO’s Executive Creative Directors, Adrian Rossi and Alex Grieve praised the impact she had on the company stating, “We will be hiring a hundred to replace the irreplaceable Rosie Arnold. They are big (high heeled) shoes to fill, too big for one person.”

Arnold said in a statement, “After 35 years in this amazing business I am leaving AMV to pursue my personal passions. I remain committed to helping more diversity into creative departments and will be working with several organisations developing masterclasses and mentoring.”

She added, “I love this business and consider myself immensely fortunate to have worked in it with the very best people in the very best agencies.”

Arnold will continue championing diversity through SheSays, D&AD and Creative Equals organisations.

This is the second senior departure at AMV, after Dame Cilla Snowball, Group Chairman and Group Chief Executive, announced her plans to leave at the end of 2018.

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

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

Get winter ready skin with BoroPlus Doodh Kesar Body Lotion

BoroPlus brand ambassador Kangana Ranaut features in the brand new TV commercial created on a differentiated animation platform

exchange4media Staff 2 days ago

BoroplusKangana

Championing the cause of #HealthySkinIsWow, FMCG major Emami Limited launches the all-new “BoroPlus Doodh Kesar Body Lotion” to beat winter dryness. Enriched with the richness of Milk (Doodh) and Pure Kashmiri Saffron (Kesar), BoroPlus Doodh Kesar body lotion is 100% ayurvedic and antiseptic. It gives 24-hour intense moisturisation to make skin healthy, soft and radiant naturally. It is suitable for all skin types and is recommended by dermatologists.

BoroPlus brand ambassador Kangana Ranaut features in the brand new TV commercial created on a differentiated animation platform. Targeted at young consumers, Kangana shakes a leg with an animated “singing and dancing cow” to a peppy jingle – completely breaking away from the typical body lotion approaches to advertising. Iconic Singer Usha Uthup lends her rich voice for the ‘cow’ character, while oted ad filmmaker and actor “Bugs” Bhargava Krishna has directed the TVC.

Campaign video:

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

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

Aegon Life’s new campaign takes life's tensions away

The campaign addresses the procrastinators and urges them to secure themselves with an appropriate Life Insurance cover, at an early age.

exchange4media Staff 2 days ago

AegonLife

Aegon Life, the digital life insurance company, launches their #NoTension campaign. The intent of the campaign is to establish the need for millennials to become self-dependent when purchasing insurance, without postponing the act for yet another day. To embody the above Aegon Life has roped in Vicky Kaushal, who represents the youth of the country today.

India is home to the world’s youngest population which is predominantly tech savvy and self-reliant in all aspects of life. With this campaign, Aegon Life aims to reach out to its consumer base, coming across as a new-age, digital, e-commerce life insurer for the youth.

The campaign which was created by Brand Capital’s Brand Strategy team rolls out on TV, Print, Radio and Digital uses elements of humour with an iconic ‘shrug’ and a carefree protagonist, played by Vicky Kaushal. In the TVC, which begins with a peppy tone, Vicky remains tension-free in most of the situations in life, but hasn't really thought about how he would prepare against any uncertainties. He is then introduced to the world of Term plans wherein he opts for an easy, convenient and reliable online term plan from Aegon Life Insurance.

Speaking on the campaign, Vicky Kaushal said, “As an actor, I have always portrayed young, dynamic and relatable characters in my movies. Much similar to this, Aegon Life has made a mark in the insurance industry as a trusted and new age brand, with a fresh take on Insurance. The striking commercial aims to communicate the importance of buying Term life insurance at an early age, in a fun and quirky manner. This is the first time I have associated with a Life Insurance brand and I am delighted to be a part of this campaign."

On the launch of this campaign Vineet Arora, MD & CEO, Aegon Life Insurance said, “Our new campaign brings to the forefront that stress is a major concern in today’s time and while everything else remains uncertain, protecting your loved ones and their dreams should not be a reason to take tension. The campaign urges the new generation to not procrastinate and advises to act right away.”

He further adds, “We are delighted to welcome Vicky Kaushal to the Aegon Life family. He bears a close resemblance to the brand as a young, evolving, dynamic, confident and independent individual and is the best fit for the campaign.”

Adding to this, Sam Subramaniam, CEO, Brand Capital, shares, “Aegon Life has always approached marketing insurance products to the millennial audience in a unique and differentiated way. In many ways Aegon Life is the only “Millennials First” Insurance Company in India. We at Brand Capital are delighted to be a key shareholder in Aegon Life and to also provide marketing support through our Brand Strategy team”.

Campaign video:

SUBSCRIBE FOR OUR NEWSLETTER

Your data will be safe with us!

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