Partnering with GQ, Filmfare, Zee created useful content for key shoppers: Shoumyan Biswas, Flipkart

Shoumyan Biswas, Head of Marketing, Flipkart, chats with exchange4media on the e-commerce brand’s recent ad campaign that is now diversifying into other media and creating immersive fashion challenges by roping in celebrities

Misbaah Mansuri 13-February-2018

E-commerce brand, Flipkart has over years developed a high consumer recall, which has played a vital role in driving its sales. This has to largely, if not alone, be attributed to its ad campaign game, which had endearing kids as lead actors to now coming up with an all-rounder ad campaign that entails a partnership with GQ to showcase how to get trendy, a fashion challenge game by celebrities on YouTube, among other things. On the same, we chatted with Shoumyan Biswas, Head of Marketing, Flipkart. This conversation with Biswas reaffirmed that the brand’s ad and marketing game is indeed ‘no child’s play.’ Edited excerpts:

What is your digital focus through your recent campaign?

When it comes to online fashion, the digital and content landscape is changing rapidly and we are seeing that more people are consuming fashion content online every day. Digital media has also helped us in identifying and targeting different cohorts of fashion shoppers with different messaging - for instance we have been able to message shopper cohorts like brand enthusiasts, budget shoppers, trend shoppers, celebrity fashion shoppers etc, effectively. In addition to our TVCs, we will be targeting our customers with lot of interesting and relevant content through digital channels.

Your past campaigns have been heavily digital-focused. What was the idea behind diversifying in other media, like partnering with GQ now?

In our effort to create high quality and engaging content, we have focussed on two key things - relevance of the content and its credibility. In line with that over the last few months, Flipkart Fashion has partnered with several industry content experts like GQ, Filmfare, Glamrs, Zee TV etc. With years of keen understanding of the top fashion trends and a large base of loyal followers, these partners have thus enabled us to create more useful content for all our key shopper cohorts. The GQ Partnership for instance is to build meaningful content for our fashion conscious male customers, who are usually heavy brand shoppers.

Any major hurdles you had to deal with while executing this campaign?
Being a horizontal retailer, our key philosophy is to be inclusive and relevant to every customer segment. However, applying this philosophy to fashion is complex as fashion is a category with individualistic aspirations. Hence, finding a proposition which maintains a correct balance was a difficult job to do. Our current approach of shopping archetypes does this beautifully where every customer segment would be able to relate to our proposition without being generalised.

The campaign will also be featuring a game on YouTube where celebrities will be challenged to put together certain looks under themes by shopping on Flipkart. Is this a pioneering effort by the brand?

Flipkart Fashion Challenge is a property that debuted in August 2017. The video starred some of the internet's biggest fashionistas (Aakriti Rana Gill, Shourya Sanadhya, Ayushi Bangur, Smaran Sahu, Deeksha Khurana and Kritika Khurana) who went up against each other to create a given look in a budget. The video was hugely popular with over 3 million views and a great reception on each of their channels. Taking this property ahead, we created a game-show version of the Challenge. Hosted by comedian Varun Thakur, the game-show features Kaneez Surka, Bani J, Mohena Kumari, Mithila Palkar, Larissa and Shourya Sanadhya. Each pair gets a different fashion challenge, and chaos and fun ensues as they complete it. So, while this is the second season of the property, with a new twist, Flipkart Fashion Challenge is a pioneering effort by the brand.

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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Publicis wins creative mandate for Dr Oetkar

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

exchange4media Staff 4 hours ago


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 18 hours ago


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 1 day ago


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 2 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 2 days ago


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 3 days ago


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 3 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 3 days ago


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.



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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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 3 days 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.”


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


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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 3 days 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.



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