Piyush Pandey: The universal creative director everyone wants to impress

Here’s what some of Piyush Pandey’s ardent fans and disciples have to say about his appointment and how he has inspired them all

PiyushPandey

The appointment of Piyush Pandey to the role of Global Chief Creative Officer came in as an important milestone not just for Pandey and Ogilvy India but for the entire Indian advertising community. It puts India on the world map like never before. 

Pandey’s mentees, competitors, those who have only known him through his work and those who have been working hard hoping that someday he will take notice are all overjoyed over his elevation, which makes him the first Indian to hold such a position. 

Here’s what some of Piyush Pandey’s ardent fans and disciples have to say: 

Swati Bhattacharya, Chief Creative Officer, FCB Ulka

This a matter of huge pride for all of us. Ogilvy is totally wrong if they think Piyush belongs only to them. He belongs to every agency in India. Whichever agency we have all been in, we have thought of him as the unseen creative director whom you want to impress. 

At Cannes this year, when he was winning the Lion of Saint Mark and I was about to win the Gold Lion in the Glass category, he gave me a kiss on my forehead and said “Shabaash.” That congratulations he gave me and the way he said “shabaash” recharged my batteries that evening. Last year, I had done an activation for Horlicks Kota. And I was delighted when Piyush included that work in his year-end address on the top five campaigns of the year. I am still flying high. 

His appointment as the global creative chief of Ogilvy also proves that no work is too Indian to be recognised globally. The point is that when you are true to the work you do and the work is authentic, it really doesn’t matter. Today, he can guide every other country under the sun because he was so true to his craft.  

Navin Talreja, Co- Founder, The Womb

Piyush would always say “Be so good that people can’t ignore you!” And I think the network could not ignore this man any longer. It is a moment of great pride for India because he is possibly the first Indian to be the Global CCO of a big network agency. The Lion of India to the Lion of St. Mark to the Lion of Ogilvy is a wonderful journey. And one that gives us all something to aim for. 

I started working with Piyush in 1996 as a Senior AE on Pidilite, and circumstances were such that I worked with him directly. I still remember how I would get a call on Tuesday mornings at 6, asking me to come over to his house because he had an exciting idea on Fevicol or Fevikwik and he could not wait to share it. Why this stands out is that he did the same even when I had become the Head of Mumbai. His consistent energy and excitement around a great idea is still there after everything and that’s something that stands out for me.

The biggest thing one learns from him is his ability to keep it simple and real. With the world going crazy around social media, data etc… his ability to bring all down to a simple idea that will appeal to hearts and minds is inspirational.

But there is a lot to learn and be inspired about beyond just the work he creates. The ability to define roles of each member of the team, making each person feel valued, having your back, creating an environment that makes you fearless to express, an environment that fosters creativity, his relationships with everyone, and above all, his ability to stay grounded, rooted and humble even after achieving the biggest accolades is something that all of us should learn and be inspired by.

Anil S Nair, CEO & Managing Partner, L&K Saatchi & Saatchi India

This is tremendous recognition for Piyush Pandey and India because he has always put India on the world map with is work. He changed the course of the Indian advertising industry by bringing in non-English and non-Western thoughts and ideas into his work. Since then, even the talent entering the industry has seen a shift away from just the convent-educated lot. 

I have never really worked with him because has been a competitor. But even as a competitor, I have great respect for him. In one of the pitches we did for a client, the client had made a decision to give the job to Ogilvy. When the client told Piyush that the idea from our team looked promising, Piyush requested them to share the idea and upon listening to the idea, he asked them to give the work to us. My respect for him went up 10-fold after this incident. He could have easily dismissed it, but he did not. Eventually Ogilvy and L&K Saatchi and Saatchi shared the client. 

Nima Namchu, Chief Creative Officer, Havas Worldwide

Like a lot of kids of my generation, I was humming along to "Mile Sur Mera Tumhara" playing on TV, long before I even knew who Piyush Pandey was.  

Years later, while working on competing brands, one burnt the midnight oil to write funnier stories than the ones he wrote for Fevicol or more insightful scripts like "Har ghar kuch kehta hai", which he wrote for Asian Paints.

I'm perhaps one of the unfortunate few who never had the opportunity to work with the big man. Having said that, whenever I have been in the vicinity, he has always responded to my shy nod or a hello with a nod, a broad grin, and on a lucky day, a pat on the back accompanied by a "How is it going? Keep at it!"...

From a respectful distance, I have admired how, at award shows, he would stand in the aisle and congratulate every winner coming down from the stage, irrespective of which agency the person may be from...

And some clients we pitched for have called apologetically to tell us that while they liked our work, they just couldn't let the opportunity of working with Piyush pass them by...

 

Perhaps the true measure of the man is in the stories told by people who have never worked with him.

 

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Purpose of brand Red Label is to make India more inclusive: Shiva Krishnamurthy

The Vice President, Tea & Foods, HUL, talks about Brook Bond’s latest ad film 'Old Friends' that addresses the veg-non-veg divide in India

by Noel Dsouza
Published - 4 hours ago
Shiva

Red Label, from HUL, has launched a series of social campaigns that aim at spreading the message of inclusivity and breaking age-old stereotypes. Over the years, the brand has touched on social issues that are kept in hushed tones with its Swad Apnepan Ka campaigns.

In 2014, they launched a campaign depicting a Muslim lady inviting a Hindu couple who had lost their house keys for tea. The commercial sent out a message for Hindu-Muslim unity. Their recent campaign, Old Friends, does not digress from this theme. The TVC brings to the forefront the issue of food preferences and the silent divide that still exists between vegetarians and non-vegetarians.

Talking about the thought behind the campaign, Shiva Krishnamurthy, Vice President, Tea & Foods, HUL, said the purpose is to make India more inclusive.

“We believe in confronting and challenging prejudices that come in the way of being more inclusive. Our latest TVC challenges one such prejudice in a light-hearted manner over a tasty cup of tea. We hope that people will love it as much as they have loved all the earlier commercials of our ongoing Swad Apnepan Ka campaign.”

The ad film, created by Ogilvy, features two aged friends having an encounter after a long time. The comrade, who is vegetarian visiting the non-veg friend, refuses to drink tea on the grounds of meat being cooked in his house. As the ad film progresses, it showcases the aroma of a warm cup of tea that diffuses the veg-non-veg difference between the two friends.

exchange4media caught up with Shiva Krishnamurthy, Vice President, Tea and Foods (HUL), to talk about the campaign in detail.

Edited excerpts of the interview:

What was the insight behind the campaign?

The insight that we got was that vegetarians are often reluctant to eat or drink from vessels that may have been used for non-vegetarian food.

How does this ad take forward your Swad Apnepan Ka campaign?

Brooke Bond Red Label’s Swad Apnepan Ka campaign is based on our firm belief that a tasty cup of tea can go a long way in dissipating tensions and can bring people together. Over the last five years, this now iconic campaign has touched upon various social tensions and has helped people question their prejudices that are often the reasons for these tensions. The vegetarian--non-vegetarian divide is a natural part of this series.

Has highlighting social causes in the communication helped the brand?

Brooke Bond Red Label has always touched upon various social issues in their ad campaigns. The brand's purpose is to help people find common ground over tea, thereby making India more inclusive. As part of living this purpose, we have touched upon various social tensions that come in the way of a more inclusive society. In the last five years that we have been on this journey, Brooke Bond Red Label has been showered with more brand love than ever before and has been rewarded with market leadership and now Brooke Bond Red Label is India’s No.1 tea brand.

Tell us about the media mix that you follow. 

Brooke Bond Red Label uses TV as its lead medium, but digital is the fastest growing. We also use outdoor and print.

Finally, what are the future plans for the brand?

Brooke Bond Red Label will continue to walk the talk on its purpose of making India more inclusive.

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Personal interface cannot be matched by face-time: Piyush Pandey at IAA World Congress

On Day 2 of the IAA World Congress in Kochi, Pandey, Worldwide CCO of Ogilvy, gave a new twist to the word sustainability in the world of advertising

by Neeta Nair
Published - 5 hours ago
Piyush Pandey

The closing session of Day 2 of the International Advertising Association (IAA) World Congress was addressed by Piyush Pandey, Worldwide CCO of Ogilvy who gave a new twist to the word sustainability in the world of advertising while speaking on ‘Brand Communication for social change’.

Pandey said, “Sustainability of human relationships and emotions are under threat in this digital world. Twenty years ago when I worked for a paint brand, I remember hearing - let’s make a three-bedroom house because my child needs privacy. Today, people want to keep open doors, open spaces because children are not talking with each other - they are glued to their gadgets. Human relations are not being expressed the way they should be.”

He goes on to ask if we are getting so caught up in the digital world that we have stopped caring about each other, adding that brands can make a social change, and also better human beings. He gave the example of two ads made by his agency - one for Google and the second for Amazon, proving the point that human relationships are permanent.

Pandey says, “Personal interface can never be matched by face-time. Companies like Google and Amazon are doing messaging which is beneficial to the society and the brand and there is immense value to this. I salute brands which think of helping society in some way through their ads."

Talking about the importance of relationships he gave a personal example, “I still remember one day I had gone to Jaipur and I saw there were two dals on the table and I asked my mother, why there were two. She said ‘the neighbor knows that you love their dal and they knew you were visiting, so they sent one'. Now that’s what needs to be passed on in everything that we do. That is what a brand like Brooke Bond Red Label has done through their ad - 'swaaad apnepan ka'. 

Signing off he says, “Sustainability of environment is about making life go on, but sustainability of relationships is about making people enjoy the journey of life.”

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Brands expected to take a stand on social issues: P&G's Marc Pritchard at IAA Congress

Pritchard, Chief Brand Officer, Procter & Gamble spoke about ‘Leading Disruption to Drive Growth’ at the ongoing IAA World Congress in Kochi

marc pritchard

Marc Pritchard, Chief Brand Officer, Procter & Gamble spoke about “Leading Disruption to Drive Growth” at the ongoing IAA World Congress in Kochi. 
 

He began with an interesting proposition of ‘What if the brand could be the force for good and the force for growth’. Pritchard also emphasised on living the brand’s purpose and not just talk about it. He underlined the need for brands to align themselves with a purpose. 
 

Pritchard spoke about the three major problems facing the business diaspora — Gender Equality, Sustainability and Technology. “Gender equality gaps are more pronounced for women with colour, the LGBT category and those with physical challenges. In the advertisement industry, 29 per cent of women are still inaccurately or negatively portrayed. People expect more from brands and they want the brand to take a stand on social issues. Nine out of 10 consumers want brands to live with their values; they want brands to take a stand.”
 

According to Pritchard, when it comes to sustainability there is a stark difference between what people say and do. He added that 67 per cent of the population talks about sustainability but only 30 per cent of them actually act on it. “Sustainable goals are good for the growth of the brands. Advertising affects our language and can improve the society by promoting gender equality. Brands are still portraying women inaccurately or negatively and we have to eliminate this stereotype to change attitudes and drive growth.”  
 

Pritchard also underlined that brands can help in driving sustainable behaviour by making products that could sensitise people about it. He also spoke about how P&G has been doing its bit.
 

“I urge to reduce, renew and recycle water, energy and waste. It will be nice if all brands can come together. My call to action for all brands is to join to achieve this,” Pritchard added.
 

In his address, Pritchard also spoke about how digital has impacted advertising. “Digital has changed the face of advertising. E-commerce is growing and new brands are bypassing media networks. The pervasive data, analytics and tech is changing everything. Things like block chain, AR, VR and AI are affecting all aspects of daily life. I would like to pivot and use tech to go beyond, reinvent and see if brands can use cutting edge tech to improve everyday life.”
 

He also highlighted the need for security and privacy in a market environment which driven by technology. “We have to be careful of unbridled growth and of tech security and privacy. We should unite as an industry and set the standard for ethical use of machine learning. My call for action is to put standard policies in place so that tech is used for good,” Pritchard concluded. 

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Martin Sorrell, Amitabh Bachchan, Sri Sri Ravi Shankar spoke at the IAA World Congress

Punit Goenka, President, IAA India opened the first session of the convention followed by Srinivasan Swamy, Chairman & World President of IAA Global introducing the theme ‘Brand Dharma’

IAA World congress

The 44th edition of the International Advertising Association World Congress took off in Kochi on Wednesday. A host of close to 40 speakers from around the world including the likes of Sir Martin Sorrell, innovation expert Tim Reid, Amitabh Bachchan, spiritual leader Sri Sri Ravi Shankar, Unilever CEO Paul Polman, Boston Consulting Group Chairman - Hans Paul Burkner, Skype co-creator - Jonas Kjellberg, Nandan Nilekan, Alibaba CEO - Chris Tung would grace the three day convention.

Punit Goenka, President at the India chapter of IAA opened the first session of the convention followed by Srinivasan Swamy, Chairman and World President of the International Advertising Association (IAA) Global who introduced the theme of the convention ‘Brand Dharma’ and discussed the journey of advertising and the need to protect freedom of commercial speech in the present times.

Goenka, in his opening address, stressed on the ‘Brand Dharma’ theme of the World Congress as the basic principle a brand should follow, to connect with its customers and society at large. He said “what matters at the end of the day is the deep connect a brand establishes with the audience and the language, dialects in which the brand speaks with the audience. Also, how purely and honestly does the brand believe in the culture and value system of the audience."

Advocating self-regulation in advertising, Swamy broke down the to-dos of IAA for the convention. “We at the IAA are constantly trying to update and upgrade according to the needs of the time. We are ready to provide professional development for people needing to update their knowledge. We are looking at nurturing exposing young talent to best in class curriculum that prepares them for tomorrow. We want to inspire people to take action on societal issues and solve business challenges and promote the relevance of advertising as the engine of economic growth,” said Swamy.

Elaborating on self-regulation Swamy said, “IAA would step in and promote the law makers more concrete proposals for self-regulation based on wider consultation in the industry. IAA would also present a case that the interest of the consumer is better served with certain safeguards on data piracy, rather than stringent regulations.”

However, it was actor Amitabh Bachchan, who stole the show with his presentation of the theme of the convention Brand Dharma in the inaugural session. “I am the face of close to 24 brands and while I cannot prevent them from existing in the market I do not advertise alcohol or tobacco-that is dharma for me. Dharma of a brand is to ideate, develop a vision, and formulate a policy and code of conduct and know that there are only two ways to go about-grow or perish. Existence of competition has acted in favour of the consumers because that has led to continual improvement of a product,” said Bachchan.

Expressing his joy about the growth of indigenous brands Bachchan explained his perspective on the brands he promotes. “When I say kuch din toh guzaro Gujarat mein or do boond zindagi ke, I don’t sell Gujarat or polio prevention dosage. The brand here is social justice. The product here performs what its label claim - that is the kind of brand dharma I believe in,” added Bachchan.

Engaging the convention attendees in a quick meditation session Sri Sri Ravi Shankar said the society is moving into a whole new era where people do not observe what they preach. “People making video games do not want their children to play it. But that shouldn’t be the case. The universal ethics to operate in the market is very simple to follow. What you do not want your vendors to do to you do not do it to your customers,” he said.

IAA is a globally-focused integrated advertising trade association with membership representing advertising agencies and the media. The IAA comprises corporate members, organizational members, educational affiliates, as well as 56 Chapters with individual members and young professionals from 76 countries including the top 10 economies in the world. lAA is 80 years’ old and is headquartered in New York.

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

IPL: Why it's the season of acing the creativity game

Agency pros share what it takes to hit a creative sixer during the sporting extravaganza

by Noel Dsouza
Published - 5 hours ago
ipl collage

The Indian Premier League (IPL), since its inception, has been a platform for brands to showcase their creative side. It is the Super Bowl of India where brands can leverage a lot from the sporting event. 

In terms of advertising opportunities, Super Bowl has only a day whereas the IPL lasts for a month, giving brands the power to attract their target audience with catchy ads and incite brand recall. IPL also captures a pan-India audience and so the broadcasters are backed with heavy media spends by ad agencies and brands. 

During the last IPL, Star India earned around Rs 3,000 crore. Nearly Rs 1,800 crore is estimated to have come from television and digital advertising. Needless to say it’s the season for brands to push creative boundaries with their ad communication so that it hits the nail just right. 

Exchange4media spoke to ad agencies who worked on last year’s much talked-about IPL ad campaigns. 

Mullen Lowe Lintas, the creative agency that created the Swiggy ‘gulab jamun’ ad, not only captured the audience’s attention but there was a call to action from consumers as well. Sagar Kapoor, CCO, Lowe Lintas, said, “IPL is a massive opportunity for brands and a challenge for creative agencies to stand out in the flood of brands advertising at the same time. During IPL, the shorter ad format becomes a necessity and therefore combining creativity with brevity becomes challenging. IPL is incredible for the kind of content it generates from brands, teams and the audience themselves. This generation, known for using ‘ad-blockers’, actually looks forward to ads showcased during the IPL. It stands as the most exciting platform to showcase a brand’s communication. IPL is the Super Bowl of India and may grow to become perhaps more than that.”  

Such was the draw of the Swiggy ad that the brand witnessed a 25 per cent growth in orders during IPL and there was an over 10-fold increase in consumers doing a search on the platform to order gulab jamun. A case study has proven that if a story is told well, it’s sure to sell. 

Some ads interestingly encompass the spirit of the game in the creative communication. It is no cakewalk for a creative work to shine through IPL, said Agnello Dias, Chairman and Co-Founder of Taproot Dentsu India. “IPL is both a challenge and an opportunity for advertising in a creative way. The slots are limited and stories simply have to be told in 30 seconds or less. This brings out sharply honed, pinpoint communication strategies as anything more will result in a lesser impact. The truth is, if you can break through public consciousness in the IPL, you’ve got it made because practically the whole country is watching at the same time.”

One brand that has made its presence felt during IPL since its inception is Vodafone. Speaking about how hitting creative sixers has helped brand Vodafone and Ogilvy, Kiran Anthony, Creative Director, Ogilvy said, “Through Vodafone’s Zoozoos, the Zumi song, ‘Be Super’ and the ‘Asha-Bala’ campaigns, we have always focused on business tasks and managed to engage the customers in a memorable way. Due to the reach and visibility that IPL provides, these characters and series have been etched in the minds of the audience. Therefore, they are instantly attributed to Vodafone.”

Gayatri Sriram, Digital Creative Head, FCB Ulka says some of the more creative work can be seen coming out of not the official spenders, but the brands that choose to ambush their competitors. “Vodafone’s ‘unofficial sponsor of fans’ is a good example of this. For over a decade now, IPL has been the battleground for brands, marketers and advertisers to capitalise on the colossal reach. But that’s where the similarities end, in my opinion. If you have the money, IPL is seen as a safe way to achieve some numbers. We don’t look at the event as a playground of disruptive, standard setting ideas,” she said.

It isn’t a smooth sailing job to capture the audience’s attention in 30 seconds. The brands that do their best to send across their campaign’s message within that timeframe instil brand recall and call to action for the consumers. 

In 2018, ad campaigns did their best to leverage from the sporting extravaganza. Let’s see what happens during Vivo IPL 2019, which starts on March 23. Here’s hoping that the work we witness this year pushes the envelope for innovation and leaves viewers ‘clean-bowled’.

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

ACC Cement and 82.5 Communications launch new 'Karein Kuch Kamaal' campaign

The campaign has taken a fun, fresh look at the category

ACC Karein Kuch Kamaal

ACC, the legendary cement brand, part of the Lafarge Holcim group, is ready to launch its new communication campaign. The campaign, which has legs across media, targets the individual home builder who plans to construct his own home.

Talking about the new campaign, Neeraj Akhoury, Managing Director & CEO, ACC Limited says, “We want to build a new ACC every day and add more cement to our 82 years of trust building. Home building is a celebration of a lifetime; a celebration of a home-builder’s achievements. Our message will resonate far beyond the intended audience and appeal to multiple generations”.

Piyush Pandey, Chief Creative Officer Worldwide, The Ogilvy Group shares his view on the campaign, “Cement is a low involvement category. Even though it is a key ingredient in the making of a building, it remains ‘invisible’ to the end user. I think the campaign created by 82.5 Communications overcomes this problem by helping the consumer to engage with the ACC brand in an interesting way.”

Ashish Prasad, Chief Marketing Officer & Head - New Products & Services said, "ACC as a brand, has always owned equity and trust in the market. Our brand philosophy is to inspire people to do extraordinary things. Our new campaign communicates that we will be keen partners on their journey towards “Karein Kuch Kamaal”. In this context, it is imperative to engage with a new generation of individual home builders."

The campaign, titled ‘Karein Kuch Kamaal’, has taken a fresh look at the category.

Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications said, “Building your own home is a dream come true. But sometimes consumers see the actual process of home building as a challenge. In the new ACC campaign, we have relooked at home-building as a beautiful and joyful process. We roped in international director Anders Forsman to bring a new aesthetic to cement and concrete and to give a magical touch to the portrayal of the construction process.”

“Through this campaign, ACC wants to share the euphoria of building a house with every Indian home builder. The men in red are the personification of this sentiment”, adds Mayur Varma, Executive Creative Director & Creative Head - Mumbai and Kolkata.

ACC 'Karein Kuch Kamaal' campaign

 

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Prem Shankar Jha to address 2019 OOH Conference and Neon Awards

Prem Shankar Jha, Deputy Commissioner of South Delhi Municipal Corporation (SDMC), will be one of the key speakers at the upcoming 9th edition of OOH Conference and Neon Awards

by Anjali Thakur
Published - 1 day ago
Prem Shankar Jha

Prem Shankar Jha, Deputy Commissioner of South Delhi Municipal Corporation (SDMC), will be one of the key speakers at the upcoming ninth edition of OOH Conference and Neon Awards. Jha will be speaking on the theme of ‘Significance of OOH in Urban Development’. The event will be held at the Leela Ambience, Gurugram on March 8, 2019.

In his role as Deputy Commissioner of SDMC, Jha heads the advertising department and has been playing an important role in ushering in a standard outdoor advertising policy in the zone under his jurisdiction. Along with various departments such as Remunerative Project Cell, Parking Cell as well as works as Officer on Special Duty, Engineering, under his leadership, SDMC has managed to increase its advertisement revenue.

An engineering graduate who is also an alumnus of IIM Lucknow, Jha has also worked with NTPIC and Indian railways. Among his various interests, he has also pursued freelance writing and is also a noted author with several books to his credit, including books on life skills, decision making, International Relations, and econometrics.

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

DSP Mutual Fund launches father-son ‘Dramayana’ to remind consumers to save tax

The campaign has a series of irreverent and whacky videos that use a generous dollop of humor-laced drama to help showcase its tax saving product - DSP Tax Saver Fund

DSP

DSP Mutual Fund has launched a video campaign called ‘Dramayana’ - a series of irreverent and whacky videos that use a generous dollop of humor-laced drama to help showcase its tax saving product - DSP Tax Saver Fund

This series takes a look into the life and adventures of an angry old father brimming with rage. Appa is troubled by his son Arun in more ways than one. When all of Arun's problems can be solved simply by making some good decisions, why would he not get smarter and make Appa proud? This pandemoniacal series covers this madhouse father-son duo who can show people how to make their lives better.

Every year around January, salaried professionals start evaluating tax saving investment options under Section 80C of the Indian IT Act, 1961. Many financial brands start pushing their tax saving options to woo these customers. However, the constant hammering from across categories leaves the customer with mixed messages, or at best, variants of the same two messages- save tax and grow wealth. This makes it difficult for the viewer to judge what could work better for them. DSP therefore decided to stay away from the traditional routes of messaging for this product category and collaborated with 101 India to conceptualize ‘Dramayana’, a novel template that helps tell different stories easily, effortlessly, and very quickly.  

Talking about the campaign, Aditi Kothari, Director & Head - Sales, Marketing and e- Business, DSP Mutual Fund, says, “Our idea was to create a property which communicates our product and connects to the audience with humour. We have always been keen to make finance fun and our team has done something extremely creative to execute on that mandate and will continue to do so. When brands try to be too functional, it can come across as boring and repetitive to investors. But we chose a route which will hopefully be more memorable in the minds of tax savers! Who says mutual funds have to be boring?”

Abhik Sanyal, Head - Consumer Marketing, DSP Mutual Fund, says, “We kept it simple: Let’s try telling stories the way viewers would enjoy it more- mostly unbranded, organic and conversational. At a time when internet memes have taken over everyone’s timelines, quirkiness becomes a must to engage viewers. So instead of focusing only on pushing our product, we chose to have fun. In fact, our brief in bold was to not create typical BFSI ads! We had no formulaic scripts, invented a new language and built in our own hat tip to new-world irreverence. ‘Dramayana’ will also help supplement our out-of-home promotions for our tax saver fund, as part of our ‘Axe Your Tax’ campaign.”

Cyrus Oshidar, MD and CCO, 101India, adds , “Engaging storytelling has always been the core of all branded initiatives we undertake at 101. The challenge of taking a financial brand where the product is technical and weaving their communication with humour is what made this so much fun for us. It’s always nice to see brands use humour to get their message across and in my opinion the nature of the series could give it a long run across social media.”

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

India is a country full of opportunities: Yannick Bolloré, Chairman & CEO, Havas Group

At the CEO Power Evening, hosted by BW Businessworld, Bolloré spoke about India's culture of innovation, the collaborative model of working and the need for agencies to recast content

by Ruhail Amin
Published - 2 days ago
Havas

At the recently held CEO Power Evening, hosted by BW Businessworld, Yannick Bolloré, Chairman & CEO, Havas Group spoke to Vani Gupta Dandia, Co-Founder and CEO, Benddit about India’s growing relevance for the group, the concept of collaboration through its village model and the need to re-imagine the agency structure in a fast changing world.
 

Asked about what excites him about the Indian market and what kind of potential he saw in terms of business here, Bolloré said, “India is a country full of opportunities and for us it is a very important place to invest. It is a country with a culture of innovation. India is also a country with the highest Facebook and WhatsApp users and has a great sporting culture like cricket, and when it comes to cinema it is the No. 1 movie producing country in the world. So for us we have no other option than to be present in this country.  We also have a mandate to take acquisition of three new companies. So we will multiply by three the number of Havas people in the coming months.” 

Bolloré also spoke about the village concept, a collaborative model which seeks to foster deeper engagement among agency teams and make agencies more agile and efficient.

“I took over as Havas CEO in August 2013. We were not as big as we are today, we were only 15,000 colleagues around the world at that time. There was also a complex agency structure with creative on one side, media on the other, digital and mobile on yet another side; everyone was working in silos and there was less team interaction. So I came up with a model that was more efficient, more agile and easy to work with, and it meant combining all the different people and integrating them. The results were amazing. Havas has had the best commercial performance in the entire industry.”
 

Everybody is trying to bring different agency functions under one roof and it has often become difficult for agencies to reinvent and become truly integrated. Responding to how this challenge can be addressed, Bolloré said, “In my experience, every situation is different. There is no magic wand and there is no secret formula, it requires lot of passion and a lot of pragmatism. I think creating a culture is very important and I think it’s very important to find creative ways of being financed.”

In an age where consumers are becoming more cynical about advertising, Bollore spoke about how agencies could recast content to make messaging more receptive. 
 

“The kind of content that is being produced today is huge. There is a recent report which states that 40 million hours of content is uploaded on YouTube and other social media platforms every day.  So there are two ways of looking at it: one as a challenge where it is leading to saturation. But I see this new paradigm and this new reality as a great opportunity.”
 

“We understand consumers better than any other industry in the world and this deep knowledge about consumers and content gives us an opportunity to produce engaging content. So I see this over-fragmented media world as a big opportunity and I look at the future of our industry with great excitement,” Bolloré added.


Responding to a question about data-led insights and human creativity, and the interplay between the two, Bolloré said, “Before we arrive at the stage of creativity, we go through the stage of strategy. So to have a great creative idea, there has to be a good strategy in place and to put this strategy together you have to use data. We are investing in data and research, and data is key to our job. When we advise clients there is lot of data behind that.”

Speaking about Vivendi (the parent company of Universal Music Group and Canal Plus Group which has almost 95 per cent per cent stake in Havas) and how he sees music working for Havas, Bollore said, “We are the world leaders in the music industry. In India, if you move away from the movie industry, we are the No. 1. It is very interesting to note what happened to the music industry. Remember in 1999-2000 when Steve Jobs invented iPhone, piracy had started. From 2000 to 2016, there was decline in revenues and loss of 50 per cent of the value of the music industry. What is interesting is that during those years, at Vivendi we still believed that music had a future.”
 

“Together with Havas we are doing many things because advertising and music are both part of culture and entertainment. I think the future of advertising lies with the entertainment industry,” Bolloré concluded.

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.

Isobar launches ‘Tap to pay with Visa. Just like that’ campaign

The campaign intends to promote contactless everyday payments in India

VisaCampaign

Isobar India, the digital agency from the house of Dentsu Aegis Network, has collaborated with Visa to launch the ‘Tap to pay with Visa. Just like that.’ campaign. The campaign intends to promote contactless everyday payments in India. Isobar, the core communications and creative partner for this, has not only conceptualised and built the ‘Just like that.’ platform across TV, digital, OOH and print but has also spearheaded the campaign’s ingenious TVC.  


Commenting on the launch, TR Ramachandran, Group Country Manager for India & South Asia – Visa, said, “The campaign, ‘Tap to pay with Visa. Just like that.’ is designed to drive consumer awareness of contactless payments by drawing attention to their simplicity. Through this campaign, we are trying to induce a change in consumer habit, showcasing that payments can be a lot simpler than you think. Visa data shows that the lion’s share of face-to-face transactions, about 87%, are of below Rs 2000, also the threshold for contactless transactions. We are constantly working to transform digital payments through technology and a contactless card makes such payments frictionless. The campaign brings to life the thought that a tap, a simple action we inadvertently do every day, can mean much more and can actually help make everyday payments simple.”

 

On the launch of the campaign, Shamsuddin Jasani, Group MD, Isobar South Asia said, “We are very excited and honoured that Visa has believed in us to work on such an important campaign. The work we have done on this campaign reflects our ethos of ideas without limits. I am really proud of the team who have been able to transcend mediums to deliver this project.” 

 

Speaking about the campaign, Anish Varghese, National Creative Director, Isobar India, states, “The brief was pretty simple: ‘How can we drive the practice of Visa’s contactless card for everyday spends?’ When we dug deep, we realised that it’s a complete behaviour change - from dipping to tapping of the card. We looked for a lingo which millennials can relate to and a behaviour that an older audience can adapt. Tapping has been a part of our culture since ages, be it dance forms like odishi or bharatnatyam, or even playing an instrument like the tabla or a cajon. We even tap a piece of furniture before buying. That’s precisely why we weaved this campaign around - the cultural insight of tapping, and narrated it as ‘Tap to Pay with Visa. Just Like That.’ which is relatable, authentic and captures the brand’s unbound spirit.”

 

 The TVC focuses on situations that depict the way a person taps in everyday life – like an odissi dancer tapping her feet; tapping a spatula while cooking; double tapping to ‘Like’ something on social media, or children tapping their feet while playing hopscotch in the streets. It then goes on to show how to make a payment with a Visa contactless card by simply tapping on a payment terminal. It draws from the local colloquialism to convey the simplicity and convenience of making cashless payments through the card and creating a payment experience for cardholders, just like that.

 

Agency Campaign Credits:

Executive Vice President:  Shekhar Mhaskar

National Creative Director: Anish Varghese

Business Head: Prashant Lodaya

Creative Director: Ranjeet Kumar

Account Lead: Varun Mundra
Art Team: Nikhita Sancheti, Mayuri Hukeri, 
Lekha Kambli & Salman Shaikh

Copy Team: Amrita Dey, Abhimanyu Rathore & Kenneth Keymer
Social Media Team: Saumya Chitravanshi & Percy Karat

Agency Head of Films: Taj Ali Naqvi
Ass
ociate Agency Producer: Ronit Deb

Production Team:
Production House: Offroad Films

Director: Azim Moollan

Executive Producer: Khalil Bachooali

Producer: Anirudh Sharma

For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

Stay updated with the latest news in the Marketing & Advertising sector with our daily newsletter

By clicking Sign Up, I agree to the Terms of Use and Privacy Policy.