What giant mergers say about the future of agencies

Should such mergers become the order of the day or is it easier said than done? 

Misbaah Mansuri 1 week ago

MergerSpotlight

Last week, WPP merged two large agencies with different strengths to better navigate the demands of modern advertising. And if industry leaders are to be believed, this might not be the last. After all, in an increasingly volatile landscape, culling and consolidating agency brands under one roof could sure be of essence. By harnessing data and embracing artistry, brands can drive beautiful, high-performance and targeted marketing campaigns. So should such mergers become the order of the day or is it easier said than done? Which is the way to go and the approach to adopt for navigating through this turbulent advertising landscape? We delve into this debate...

Data reigns supreme

It’s often said that the future will be about marrying creativity and data, which means that agencies need to have staff on-board to dissect data in creative ways. Rajiv Sabnis, Executive Director, DDB Mudra Group, reveals that increasingly, digital capabilities are being seen as an overall part of the brand stewardship that creative AoRs are mandated with. “Hence, the recent trend of integrating digital capabilities within the creative agency seems to be the order of the day. Clients are looking for a scenario where there is minimal duplication of effort and input. As such, this scenario will lead to some convergence of client-facing resources like business management, creative ideation and brand strategy talent,” he says.

Dentsu Webchutney’s Harsh Shah calls this a part of the basic ‘radical evolution’ as promised by WPP CEO Mark Read. To him, this is a necessity arising out of a basic business expectation from digital. “Digital is and will continue to drive top line growth and partners working with them will be responsible to drive this growth,” signals Shah.

Read recently spoken about how traditional, brand-led creative is becoming less important to some advertisers who are thinking about broader customer experience and adjacent areas such as e-commerce. "It’s a more fundamental question. Clients say, ‘I’m doing something for 10 (pounds or dollars), how can I do it for six? Because I’m going to spend 20 per cent less on TV advertising and I’m going to do a third fewer ads, so therefore why wouldn’t I spend a third less money with you?’ – I think it’s (clients) thinking like that,” Read had said.

Subhash Kamath, CEO and Managing Partner, BBH India, thinks that the idea to merge traditional creative storytelling with tech and data is a good one. He acknowledges that clients today are seeking a more integrated offering and are tired of saying that ‘My digital agency doesn't understand my brand and my creative agency doesn't understand data’. “So it’s a bold, future-facing move, in my opinion. I've always maintained that you don't need a digital arm, you need a digital soul,” adds Kamath.

WPP also recently merged VML and Y&R into a single global agency network called VMLY&R which created a 7,000-person agency with offices around the world, combining the digital chops of VML (founded in 1992) with the creative legacy of Y&R (founded in 1923). WPP acquired VML in 2001, and Y&R a year earlier.

Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media, sees many more such mergers lined up in 2019.

“Creative and digital obviously have to work hand in hand. We need to understand that the customers are evolving and the agencies also have to relocate their business models. If they only consider themselves a creative /media /digital or marketing agency, they would not survive in the long run. So in the end of it, everything has to work in sync and this is one of the first few such mergers,” maintains Gandhi.

Raghu Bhat, Founder, Scarecrow M&C Saatchi, comments that the communication agency is mutating into a new organism, guided by Darwin's theory of natural selection. “It's doing so by acquiring new traits that'll help it compete and survive. One of which is 'digital capability'. Every agency, be it creative, media or digital, is thinking how can they add another revenue stream? No wonder, creative agencies are eyeing digital, digital agencies are eyeing creative guys and media agencies are eyeing everyone.”

Pricing-points and return on outcomes

The fact that programmatic media buying and robust targeting technologies have created rich data signals that marketers can use to ensure that every impression reaches the right people at the right price is not unknown. However, this deep focus on data has left a gap in the attention spent on the creatives served through these channels, causing them to become conversion oriented while lacking the engaging elements that grab consumers’ attention.

Sabnis suggests that the digital creative output should become more entrenched in what the brand stands for and should lead from the brand idea. According to him, the “shiny-new-toy” syndrome for the digital marketers will now become more focussed on delivering business results and building the brand in the longer term. “More traditional brand thinkers will start becoming digitally savvy over time and effectiveness even from digital marketing campaigns will become key. The era of tactical digital ideas that don’t add back to the brand seems to be waning. Technology is infrastructure and not an idea. As long as communication partners realise this, we would be able to engage with the digital natives,” he shares.

At a time when many agencies keep cutting back on rosters, it doesn’t seem like they are willing to cough the dough. No wonder, the larger agencies are trying to cost down for clients while going through such mergers.

On the compensation stand-point, Bhat argues that while adding capabilities is necessary, it's important to get the pricing right. “Otherwise, it'll lead to another round of commoditisation. Success of a merger will also be based on whether agencies can deliver a seamless integrated client experience, without compromising on quality,” he makes a point.

Gandhi acknowledges that in terms of pricing, there will be additional cost incurred but there will be effective upselling. “So essentially, at the end of the day, if it is helping the brand serve their customers better, obviously the brand should not be worried about the pricing going a bit higher. And also, I'm sure the clients would also like a one-stop shop for everything. They would want to focus on the business and getting more creative output. The quantum of agencies does not matter.”

Shah says that optimisation is the answer to all the three parameters pertaining to pricing, creative output and clients. “Output will be optimised to consumer’s need, basis the data and insights that digital brings along. Output will have to not only limited to a brand idea but also how this brand idea can be taken forward and confluences to be UX or the design of the website or tonality of its customer support online. Pricing will have a direct correlation to a business objective. Plain and simple. A brand idea with its digital design will not be limited to a CMO or a CEO, but will also be a point of interest for an investor.”

The creative solution?

Thought leaders unanimously point out towards creative excellence infused with data as being the keystone, with agencies doing everything under one roof succeeding. Anish Varghese, National Creative Director, Isobar India, is of the opinion that in this scenario, going back to the client with an integrated creative solution with digital as a nucleus is a need. “Yes it’s going to impact the creative. Creative needs to be a creative solution, which can solve complex business challenges. The experience needs to be designed differently so that the eagerness and user behaviour is taken care of. A lot of clients are in a transformation phase, in which digital creative solutions plays an integral part,” shares Varghese.

One thing seems certain: agencies will have to break down fragmentation because it hurts brands and silos create communication challenges. Sabnis remarks that recent client feedback indicates that large brands want convergence of brand accountability with fewer partners. “The brand idea continues to remain centre-stage and clients expect the teams that create and steer the brand ideas to have minimum duplication and maximum accountability. So it is increasingly an expectation that digital communication stays true to the brand idea and while it builds short-term sales, these initiatives should also build long-term value.”

He says that even tactical digital will no longer be measured in terms of impressions but as a means to deeper engagement that adds back to the brand value.

Gandhi highlights that with the digital-creative mergers, the creative output will become better because there will be more custodians with similar ideologies working on the same brand. “There is no way it will be impacted negatively.”

Survival of the fittest…

Shah suggests that clients will be responsible to identify a clear business objective and be acceptable to ideas and thoughts that can stem out of a cultural as well as a platform or a behavioural insight. “Brands will have to up their appetite for ideas that have a calculated risk taken in order to keep the consumer at the core and not the brand.”

Rohit Ohri, Group Chairman and CEO, FCB India, however warns that it could be a tricky situation. “Two individual companies have their own cultures and ways of working and it doesn’t mean they will be best suited to work together. It might be difficult to achieve the desired result and it has to be a marriage of culture not just capabilities or it could end up being a “failed arrange marriage.”

Kamath, who has led a few mergers himself, shares that the merger period is fraught with vulnerabilities, insecurities and cultural incompatibilities. “Companies tend to lose a lot of good talent during that period, simply because there are no immediate answers for them. From the senior most people down to the youngsters, everyone'd be asking the same questions, "Is my job safe?" "Will my objectives be different?" "Will I now have to report to a peer?" Most people inherently don't like change. It's the very few who get excited by it. So, managing this change in a smooth way without losing your best talent is quite a task. Usually, it takes at least 6-12 months of turmoil before things start settling down. The leaders, obviously, have a huge role to play in constantly communicating and inspiring the ranks with the new ambition. And they better have a strong HR task force in place too,” he says.

Neeraj Bassi, Managing Partner & Chief Strategy Officer, Publicis India, says that merger of creative and digital agencies is an interesting trend. “I would be definitely watching this space. Conceptually, it is a great move, as there needs to be a strong synergy between these silos. But making it happen on ground is not going to be easy. Each agency has its own culture, way of operation and costing, and the merged entity would need to figure a way to find a common ground. It takes time and concerted effort. The output should get better in the long run, but initial hiccups would be difficult to avoid. What if they both handle competing brands in the same category?”

The bottom-line is that there is a need for agencies to be more adaptive and reflective to the client’s needs. Only the ones who can adapt will survive…

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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Fastrack launches new campaign film for Fastrack Reflex Wav

Fastrack's Reflex Wav brings alive the latest technology of using gestures to control music, click pictures and reject calls

exchange4media Staff 1 hour ago

FastrackReflexWav

Fastrack’s latest introduction to the smart category is the new feature-packed Reflex Wav. It’s the world’s slimmest smart band with gesture controls.

The need of hour for the youth is to be constantly in control in their lives. This band uses a simple gesture of twisting your wrist to bring alive the thought of – Its all in your hand. The film uses horror, the flavour of the season to bring out a very cutting-edge technology in light and Fastrack manner. Fastrack's Reflex Wav brings alive the latest technology of using gestures to control music, click pictures and reject calls.

The film is set in an eerie campsite by the lake. The key protagonist, the girl, uses an Ouija board to call a spirit. The group of friends around are very skeptical initially on the presence of a spirit around. She seamlessly uses the gesture of twisting her wrist to change the music on her phone placed on a dock. The constant switching of songs adds to the eeriness of the surrounding. It makes the group of friends, especially the male protagonist believe the presence of something supernatural around and he instantly reaches for the girl for comfort. She smartly uses the gesture feature of Reflex Wav to prank her friends and is very successful at the end of it.

The commercial cleverly brings out the gesture control feature of the new Fastrack Reflex Wav in a funny and light manner.

Speaking about the campaign, Suparna Mitra, Chief Marketing Officer, Titan Watches & Accessories, Titan Company Limited said, “Fastrack has consistently endeavored to meet the ever-changing needs of the youth with offerings that aim to fulfill their growing aspirations. All across the globe, youth today want to enrich their lives with meaningful experiences, be it their choice of music, taking selfies or owning the latest tech gadgets. Reflex Wav gives them a first in the world experience with a gesture control technology. This feature helps one change music and take pictures with a simple twist of the wrist. The ad introduces this product feature in a very relatable and youthful camping set-up."

Commenting on the new product, Ayushman Chiranewala, Marketing Head, Fastrack, Titan Company Limited said, “The youth today rely on technology for even the smallest tasks. We constantly look at upgrading our smart bands to simplify lives. Today, being able to track your sleep, activity tracking, etc, have become must-haves in all smart bands. Hence, our latest offering needed a differentiator that adds value to their lives. The Reflex Wav, uses cutting edge technology to control music, camera etc with a simple gesture of twisting the wrist. The film brings this feature alive in a very light, humorous and Fastrack manner.

Arun Iyer, Chairman and Chief Creative Officer, Mullen Lowe Lintas Group, said, “The truth is, today’s youth likes to take control of the situation. This feature lends wonderfully to that behavior trait. You can control most aspects of your life with this band. There’s also a certain magic quality to this feature. We decided to portray that through the genre of horror-comedy, which happens to be the flavor of this year.”

While Hari Krishnan, President, Mullen Lowe Lintas, added, "Reflex Wav is a first of its kind product from Fastrack. The challenge was to bring alive the technology in a Fastrack way. For today’s youth, a mere swipe of the finger can lead to interesting outcomes. In its own inimitable way, Fastrack tells the youth that a mere twist of the wrist can lead to exciting twists in life."

Campaign film:

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Himalaya Lip Care’s ‘Ek Nayi Muskaan’ campaign raises awareness for kids with clefts

The film has been created by creative agency Roadrunner Productions

exchange4media Staff 3 hours ago

Himalaya

Himalaya Drug Company has launched a new campaign – ‘Ek Nayi Muskaan’ as part of its social impact initiative, ‘Muskaan. Through Muskaan, Himalaya Lip Care has been helping to raise awareness about cleft lip and palate and supporting free cleft treatment for underprivileged children, in partnership with international cleft charity, Smile Train.

“Ek Nayi Muskaan” is a heartwarming story of eight-year-old Munmun, who lives in a small village near Lucknow. She dreams of going to school, playing with friends, and living a fulfilling life like any other child. However, her untreated cleft lip has kept her in hiding. Even in her dreams, she can’t think of herself without a cleft and hence imagines wearing a mask to fulfill her aspirations. The film captures the transformational journey of Munmun, as she receives her life-changing cleft surgery.

The film has been created by creative agency- Roadrunner Productions. The catchy song has been sung by renowned actor and singer – Raghuvir Yadav.

Rajesh Krishnamurthy, Business Director-Consumer Products Division, The Himalaya Drug Company, said, “Through our partnership with Smile Train, Muskaan aims to help raise awareness about cleft and ensure that more children receive the cleft care they need at a younger age. A smile is an expression of happiness, and with “Ek Nayi Muskaan”, we intend to create more smiles by helping children achieve their dreams and live a fulfilling life. This initiative reflects our overall brand thought - “Khush Raho Khushaal Raho” that captures our vision of ‘Wellness in every home, Happiness in every heart’.”

Highlighting the need to generate awareness around cleft, Mamta Carroll, Vice President and Regional Director, Asia, Smile Train, said, “In India, more than 35,000 babies are born with a cleft every year, and around 6,000 are from Uttar Pradesh alone. Children with clefts not only live in isolation due to various myths and superstitions that exist in our country, but more importantly face difficulty in eating, breathing, and speaking. With support from our individual donors and organizations like The Himalaya Drug Company, these surgeries are taking place absolutely free of cost at Smile Train’s local partner hospitals. We are proud to be partnering with Himalaya as a part of this noble initiative and look forward to supporting many smiles together.”

Rahul Bharti, Creative Director, Roadrunner Productions, said, “This is the second Muskaan campaign for us and this time we wanted to take a different route all together. We wanted the audience to not just be sensitised towards the hurdle the young girl faces but to also become aware of the fact that a small step by the brand can have such a colossal impact on her life. To realise that neither dreams and aspirations nor the desire to look and feel beautiful ever be concealed.”

The film was launched at an event with actor and Smile Train ambassador Ali Fazal.

He said, “Children are pivotal to our future, and there should be nothing that deprives them of true happiness. ‘Muskaan’, the initiative of bringing forever smiles to children with clefts is an important and necessary cause that ensures a bright future for the children as well as their families. I am extremely happy and lucky to be a part of this journey of spreading happiness and smiles.”

Through the Muskaan initiative, more than 500 children have received cleft surgery to-date, the company said.

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Nykaa and Peanut Butter partner to launch new ‘Beauty Anytime, Anywhere’ campaign

The campaign includes six slice-of-life films that tap into the nuanced consumer behaviour and focus on product category attributes and impulse purchase pattern of consumers

exchange4media Staff 5 hours ago

BeautyAnytimeAnywhere

Nykaa and Peanut Butter have teamed up to kick-off ‘Beauty Anytime, Anywhere’ campaign with a series of digital ad films.

All six films have a relatable storyline, and feature situations that many of us encounter in our daily lives. The films convey their message with a sincere tone and simple storytelling; and with clean visuals and real characters, they give the viewers a sense of déjà vu. The idea was to use real-life situations to make the films very relevant and relatable.

Speaking about the campaign, Hitesh Malhotra, Chief Marketing Officer, Nykaa, “Today consumers prefer quick, bite-sized information and clever video content that packs in original flavour. Because consumers are continuously bombarded with irrelevant, nonsensical content 24x7, there's a lack of patience. We have managed to cut the clutter with our campaign and are extremely happy with how the films have turned out.”

Adding to this, Gulrayz Punjabi, Creative Head & Founder - Peanut Butter says, “We loved the idea of conceptualizing and creating these fun films to capture consumer quirks when it comes to making beauty buys. Nykaa's brief about the films was crisp and clear right from the beginning. When we first presented the film concepts, Hitesh was on-board immediately and contributed at every step in the creative process. Since these are byte-sized commercials, we wanted to keep the communication simple and straightforward. Peanut Butter managed to deliver quality films in a cost-effective manner.”

Ketki Lonare, Director of the films said, “We had a wonderful time working on these films. What got me hooked on to the project was that the communication was personal, frank and to-the-point. The films have a candid quality to themselves and have managed to effectively convey the message. We must add that Aayush Dua, EP for Peanut Butter was great in the production and we at Peanut Butter are grateful for the opportunity given to us by Team Nykaa.”

See the campaign films below:

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Thrive Global launches editorial campaign Believe

The launch was kickstarted by a conversation between Thrive's Founder and CEO Arianna Huffington and actor Sonam K Ahuja

exchange4media Staff 7 hours ago

Thrive

Thrive Global India, the behaviour change media and technology company, launched its editorial campaign 'Believe', which will tell extraordinary stories of finding and nurturing belief in situations that at the outset appear bleak. This was kickstarted by an honest conversation between Thrive's Founder and CEO Arianna Huffington and actor Sonam K Ahuja.

 At JW Marriott in Mumbai, the evening began with an insightful panel discussion where bestselling author Amish and award-winning filmmaker Ashwiny Iyer Tiwari discussed the role of ancient wisdom in their lives and the importance of inner voice and self-confidence in battling life's challenges. Amish warned against the problem of multitasking and doing anything in excess. “We can't juggle all the balls. We have to prioritise what's important in life,” he said. Ashwini Iyer Tiwari spoke about the various roles women perform in their lives, the ensuing guilt, and the importance of taking time off for themselves.

 After the discussion, Arianna Huffington and Sonam K Ahuja transfixed the audience with a riveting discussion about rejection, staying authentic and centred. Sonam K Ahuja said, “As an artist, there is always a fear of judgement. Everything you put out there has to be validated and the only way to navigate it is by having an incredible amount of self-belief.”

 ‘Believe’ is a pressing and heartfelt initiative by Thrive Global India in a polarised world that is in need of “belief”. The campaign is focussed on embracing resilience, self-belief, drawing inner strength to fight challenges, and allowing hope to preside over the negativity in the world.

One such story of belief is of Niranjan Mukundan, India's leading para-swimmer, who was born with Spina bifida, but the disability was no barrier for the athlete who would wade tough waters to become a Junior World Champion. Multiple such stories of self-belief and resilience will be featured on the Thrive Global India's media platform in a dedicated section on www.thriveglobal.in.

On the launch of the campaign, Arianna Huffington said, “I am extremely delighted to announce the launch of the Believe Series. The campaign aims towards encouraging reflection and contemplation. The stories of self-belief and hope are exceptionally moving. These stories imbibe the message of always believing in yourself and with that you can said conquer the unknown.”

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Why the sudden rise in CCOs quitting and switching jobs?

With digital coming in, creativity has become far more complicated than it used to be

Misbaah Mansuri 1 day ago

cco vacancy

The last two weeks have witnessed a number of Chief Creative Officer (CCO) movements. Ajay Gahlaut recently quit as chief creative officer of Ogilvy North and deputy chief creative officer, Ogilvy India. Gahlaut is expected to join Publicis, replacing Bobby Pawar who is slated to join as Chairman of Havas Group, India in January.  Ashish Chakravarty quit Contract India to join McCann India as creative head while Sagar Mahabalaleshwarkar has taken on Chakravarty’s place at Contract.

The question here is, what has changed all of a sudden to lead to such a large-scale churn? As per the owner of a manpower search agency specializing in ad and media hiring, “It is a result of ad firms trying to reinvent themselves to keep pace with the rise of digital, which have upended the marketing business.”

With digital coming in, creativity has become far more complicated than it used to be. Agencies, regardless of their respective sizes, need to keep reviewing how they are coping (or not) with the digital wave. Hence, overhauling existing creative teams is one of the priorities, points out a former CCO turned independent ad-man. “Digital has, of course, changed a lot. Agencies are now creating hundreds, if not thousands pieces of creative, a month. This rise of social media and platforms in general has meant that creativity is more targeted than ever. So most large agencies are constantly re-evaluating the positions and talent pool.”

Dr. Sandeep Goyal, former President of Rediffusion and ex Chairman of Dentsu India remarks that there is paucity of talent at that level. "Most creative directors of certain seniority and stature set up creative shops of their own in recent years leaving fewer and fewer talent available for employment by agencies. " Goyal opines that the bigger problem is that these creative satraps also invariably carry some creative followers into their new agencies. So a lot of attrition and turmoil all around. "Network pressure today is simply how many global awards you pocket, how much new biz you win. Earlier it was not easy to quantity and compare. Now it is. Laggards are always under pressure. Quitting ‘for better prospects’ is the easy way out," he explains.

The job-list of a CCO entails supervising the creative team, directing their output, developing design concepts that further the company’s identity to anticipating the future direction of the industry using research and insight and bringing the company in fore of that trajectory.

Industry sources share that one of the biggest shifts has been the network-pressures, which can also be attributed to the high churn rate. “Agencies today are angling to ingrain themselves deeper within client’s businesses, to centralize themselves closer to the bottom line. The revenue streams are being attacked on various fronts which does lead to cost-cutting. One being given the polite exit signal under a cost-cutting mission is the ‘new’ normal in the business,” shared an ad-agency co-founder on condition of anonymity. 

Another source argues that in case anything goes wrong, a CCO is one of the most visible heads. Besides, a CCO who merely handles ad campaigns and branding consistency is a missed opportunity. “CCOs today end up being easier scapegoats if the business isn't doing too well. Infact, this person needs a seat at the table when executive business plans are being created and the leverage to present big interruptions and lead the team through strategic brainstorming too. This remains one reason they're likely to want to quit or switch their work culture," said the source.

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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Taco Bell introduces new Chickstar Wrap in #ItsTheNew campaign

The campaign was conceptualized by Taco Bell’s agency on record Ogilvy Delhi.

exchange4media Staff 2 days ago

TacoBellChickStarWrap

The #foodie millennial generation in India has been flocking to Taco Bell stores in India all year to relish new twists to their favourite food, such as the Naked Chicken Taco and the Crispy Potaco. For its third product launch in India, Taco Bell went bigger and bolder; and leveled up the customer’s food experience from the standardized fast food burgers, sandwiches and wraps.

Taco Bell announced the launch of its latest product innovation ‘Chickstar Wrap’, a unique form of star-shaped tortilla, filled with crispy chicken, delicious veggies and signature sauces from the house of Taco Bell. This new product innovation has already proved to be a hit with anyone who enjoys a good burger or sandwich.

The Chickstar Wrap is unique right from its shape to the taste to the ingredients, that it deserved a launch campaign that was unlike any other food type. The brand has joined their consumer base in facing the unshakeable personal small-talk question of “Aur bata, what’s new?”.

The campaign was conceptualized by Taco Bell’s agency on record Ogilvy Delhi.

Speaking on the campaign, Sidharth Shukla, Vice President & Head of Digital, Ogilvy Delhi said, "Our insight was based on the fact that for our target audience trying out experiences is essential. It comes out of a ‘want’ to discover new things and equally from a realization that there is nevertheless a certain rut which has seeped into day-to-day life.  An embodiment of these feelings, we felt, was reflected in the numerous “What’s up?” or “Aur Bata” questions that we receive as we go about our day – The Chickstar Wrap here is the symbolic answer, counter and come back to this question – putting a new spin from both a format and a taste perspective to a food item which has largely remained unchanged since we have known it.  The film remains true to the Taco Bell style that we are now so familiar with – slices of life, witty, young, all of which add to making it very relatable to the audience we wish to engage with".

Campaign video:

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Dentsu Webchutney launches 30 films for Platinum Days of Love’s new season’s collection

The series of 30 videos will be released daily, starting from November 23rd till December 23rd.

exchange4media Staff 2 days ago

PlatinumDaysofLove

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection. The complimentary design of each pair of love bands is brought to life by 30 films that arise from the insight of togetherness amidst individuality.

With evolving times, couple’s relationships and their expectations from love are also seeing a change. Modern relationships born out of this change now demand a better understanding of each other, respect for what each person brings to the dynamic, and a sense of individuality that doesn’t stop them from coming together. This ability to be oneself while being together is highly sought after and aspirational for young couples, but it isn’t easy to achieve. In fact, it’s rare.

The Friends:

Platinum Days of Love celebrates this very kind of modern love, one that is progressive, equal and rare, and their new collection is a reflection of this ethos.

This kind of rare love brought alive through these 30 films, is seen in very relatable differences between couples. She’s an environmentalist, he likes to burst firecrackers; he’s watching his weight, she tempts him by bringing home delicious desserts. Will it come in the way of love? With wit and gentle humour, the 30 films of togetherness demonstrate how those who have a rare connection don’t see differences as something that comes in the way of love, they look at it positively. They know that despite the differences, what they share is rare.

The Cat-Lover:

To introduce this idea of rare love, the agency created a Love Score, a test that encouraged people to test their love based on their differences. Ultimately, it was revealed that these differences should be celebrated and will not push you and your partner apart when you share a #LoveSoRare. Once intrigue was built, the agency launched 30 films inspired by the 30 designs that symbolize rare love.

Commenting on the campaign, Pravin Sutar, Executive Creative Director, Dentsu Webchutney said, “In a world where brands tend to look at relationships and love with rose-coloured lenses, it was refreshing to create a campaign that adds to the conversation in such a unique and honest way. Through #LoveSoRare, we’re asking viewers to rethink what makes their relationship truly unique.”

Aalap Desai, Senior Creative Director, Dentsu Webchutney added, “Each pair of rings from the collection has a unique design story that that marks the rare bond between a couple. Our 30 days of togetherness is a perfect reflection of this very love.”

The Baby Conundrum:

Sujala Martis, Director- Consumer Marketing, Platinum Guild International said, “Today’s generation is very pragmatic, we can’t attempt to sell them a fairy tale that is removed from their reality. But working with today’s truths & creating a value system that is aspirational, progressive & yet differentiated is what we aim for. Love needs to be based on a true partnership with openness, honesty & real acceptance of each other’s individuality at the heart of it. Putting this into practice, however, is hard and rare to find. A rare love like that deserves an equally rare metal platinum.”

The Biryani War:

This campaign will also give couples an exciting opportunity to win a special dining experience or wedding photoshoot on a purchase of platinum in-store.

The series of 30 videos will be released daily, starting from November 23rd till December 23rd.

The Hoarder:

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Lowe Lintas designs campaign to position Veedol's Take-Off as a youthful brand

The campaign focuses on innate characteristic of young Indians who challenge the status quo and set things right for the common good.

exchange4media Staff 2 days ago

Veedol

Veedol has launched a new campaign for its flagship brand Take-Off. Lowe Lintas Kolkata, the agency-on-record for Veedol, has conceived the advertising campaign. Take-Off specifically caters to 2-wheeler riders in the country.


According to the Society of Indian Automobile Manufacturers (SIAM)'s report for FY2018, the Indian two-wheeler industry has crossed the 20-million unit sales milestone for the first time - registering a growth of approximately 15 per cent over the previous financial year. The road ahead for the two-wheeler industry looks very exciting and promising. Riding on the fast-growing two-wheeler industry, Veedol's launch of a new campaign for Take-Off appears to be particularly opportune.


The campaign film focuses on the innate characteristic of young Indians who challenge the status quo and set things right for the common good. The narrative is woven around these purposeful youth of today who see themselves as agents of change, with the inherent power, confidence and intent to make a difference to the society as a whole. Positioning Veedol as a modern, youthful brand, 'For The Young Engines of India' acts not just as a new advertising slogan but celebrates India’s energetic youth who equitably represent the brand's values.


Commenting on the campaign, R N Ghosal, Managing Director, Veedol India, said, “The campaign showcases Veedol’s full range of motorcycle and scooter engine oils in an upbeat, youthful ambience with an over-riding sense of purposeful action built into the narrative. This would go a long way in enhancing Veedol’s imagery, in step with several other brand interventions we have undertaken recently like the launch of the new international packaging. I believe that this campaign is an important milestone in positioning Veedol as a vibrant and youthful brand of choice for emerging consumers”.


Janmenjoy Mohanty, Regional President, Lowe Lintas, said, “While tuning into the larger India story, we were looking for a youth truth that would suitably reflect the current dynamic. Our search led us to the fact that young people are self-starters, who will not wait for things to happen, but effect change themselves. That is what makes them the ‘young engines’ of a fast-changing India. A belief we reflect in the new communication for Veedol.”


D K Guha, Executive Director, Lowe Lintas, added "Veedol’s new international packaging, as well as the introduction of high-performance oils, provided the perfect moment for launching the new campaign. Set against the backdrop of a young and restless India, the campaign captures the youthful energy and attitude of the millennials - the driving force behind the nation."


The campaign is being actively promoted online and offline.

 

CREDITS:


Agency: Lowe Lintas

Creative: Janmenjoy Mohanty, Abhishek Deshwal, Surajit Chakraborty

Account Management: DK Guha, Subhabrata Roy, Nibedita Ghosh

Account Planning: Anurag Prasad, Punit Singh

Production: Finger Print Films

Director: Rajay Singh

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L&K Saatchi & Saatchi and Renault India reveal ‘Who are India’s worst drivers’

The experiment showed almost 110 traffic violations per signal / per hour. The initiative further educates viewers to maintain road discipline and become agents of change

exchange4media Staff 2 days ago

Renault

If you are living in any big megalopolis in India, the odds of you witnessing or even being subjected to rash driving or lawlessness on the roads is pretty high. Be it a two-wheeler or four or even the bulkier ones, each one seems to be in some hurry or the other to reach a destination of their choice with little regard to traffic rules and pedestrian safety. From jumping the red light, to ignoring traffic signs, to over-speeding and lane cutting, virtually every rule in the book is broken when it comes to driving across major roads in India.

In a unique experiment, Renault India partnered with its creative agency Law & Kenneth Saatchi & Saatchi, and decided to monitor the driving habits of motorists across a few important locations. The team installed cameras across key sites and monitored the traffic violations that took place every hour. This experiment was limited to the cities of Mumbai and New Delhi, usually the hub when it comes to evaluating driving patterns of people on the roads. 

Titled ‘Who are India’s Worst Drivers?’, the experiment throws the spotlight on a cross-section of vehicle owners spanning bikes, auto-rickshaws, taxis, buses, trucks, etc. Each owner is seen presenting their own assessment on who are the worst drivers on the road with hardly anyone pointing a finger to him/herself. The experiment threw up startling findings that showed there are almost 110 traffic violations per signal / per hour. The initiative further goes on to educate viewers to maintain road discipline and urges them to become agents of change via #RespectTheRoad.

Commenting on the initiative, Virat Khullar, Vice President and Head of Marketing, Renault India said, “Renault stands for ‘Passion for life’ which in a way means easy life for our customers. But for an easy life with cars, one important aspect is to follow the rules defined for driving these cars on road. In India we all face huge traffic issues and true to our nature, all externalise the fault. This campaign is an attempt to portray reality that the traffic situation can only improve if we change ourselves and respect the road.” 

Sharing his views, Charles Victor, Executive Director, L&K Saatchi & Saatchi said, “This initiative - Driving Smiles, is a wonderful initiative by Renault where we try and give back to the world we sell to. From lighting up villages during Diwali to lighting up smiles at an orphanage during Christmas, the initiative has always tried to take a step towards change. What better change to expect than to change the way Indians drive. This little social experiment aimed at showing us that the change needs to begin with us.”

A two part series, the films have been launched only on the digital platform and serves as an educational tool. While the first film questions people on who are the traffic offenders, the second film goes on provide answers to the questions and how we all need to become agents of change.

CREDITS
Client: Renault India
Team: Virat Khullar, Hardik Shah, Kautuk Malviya
Agency: L&K Saatchi & Saatchi
Creative: Kartik Smetacek, Thomas George
Client Servicing: Jay Mehta, Shazia Shaikh 
Planning: Snehasis Bose, Ankur Kapoor
Production House: Prodigious
Director: Gaurav Gandhi
  

 

 


 

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RP-Sanjiv Goenka Group unveils latest Too Yumm! Karare TVC with Virat Kohli

Conceptualized by Mullen Lintas, the 30-second ad film features ace Indian cricket captain, youth icon and fitness enthusiast Virat Kohli

exchange4media Staff 2 days ago

KohliTooYumm

Guiltfree Industries Limited, the FMCG division of the RP-Sanjiv Goenka Group, has launched its latest TVC showcasing the all-new Too Yumm! Karare. With an emphasis on health and without any compromise on taste, the brand has scored yet another sixer with its latest TVC aptly tagged as ‘Bahar se Tedha, Andhar se Seedha’ starring Virat Kohli.

Conceptualized by Mullen Lintas, the 30-seconder features ace Indian Cricket Captain, youth icon and fitness enthusiast Virat Kohli. The opening scene of the TVC captures a lady walking into an airport lounge, where she notices Virat Kohli also waiting, and munching on a snack. She sits next to Virat Kohli, and opens her own packet of fried snacks and starts eating it. Each describe the taste of the snack they are eating as tasty and crunchy, this makes the lady slightly curious. Putting the suspense to rest, Virat finally reveals that his snack is the new Too Yumm! Karare exactly like hers, but not fried only baked.

Too Yumm! Karare- Noodle Masala

Anupam Bokey, VP Marketing (CMO) RP-SG FMCG said, “We are absolutely thrilled about the new Karare launch. This is the 6th innovative product from the house of Too Yumm, which effortlessly marries taste with health. Consumers are more receptive to products that they can relate to. This has driven us to introduce Karare, where we have pushed the taste to a higher level, while still staying true to the core promise of Too Yumm! which is ‘baked not fried’. Our campaign idea of ‘Bahar se Tedha, Andhar se Seedha’ captures the thought of being tasty from outside while still being healthy from inside, very succinctly. We believe this will make our product offering more mainstream and appeal to a much wider set of consumers."

Too Yumm! Karare- Munchy Masala

Available in unique flavor combinations like Chilli Achari, Garlic Peri-Peri, Munchy Masala, Noodle Masala and Southern Spicy, Karare promises to live up to every craving without sacrificing on flavour. Karare is a step forward in Too Yumm!’s journey in catering to the increasing number of consumers who are on the constant lookout for tasty yet healthy snacking options. Baked, rather than fried, exalts the brand even higher as its increased competitiveness in offering a healthier and tastier snacking option.

Reflecting her views on the brand’s new product Garima Khandelwal, Executive Creative Director, Mullen Lintas said, “With the launch of this new snack in the portfolio, we are taking the competition head-on. To land Too Yumm's differentiated benefit of being baked and healthier but as tasty as its fried competitive product, we drew reference from the category for the advertising and arrived at the campaign idea - ‘Bahar se Tedha, Andhar se Seedha’. We wanted to land that Karare is as twisted and tasty as the competition, but there is only goodness inside.”

Too Yumm! Karare- Chilli Achari

Adding to that, Priya Balan – Sr. Vice President, Mullen Lintas said, “Too Yumm Karare campaign is based on a simple insight of how consumers rationalize their unhealthy snacking choice and are cynical about healthier new products because they believe it won’t be quite the same palette experience. Our brand ambassador, Virat Kohli charmingly debunks this myth with the line ‘Bahar se Tedha, Andhar se Seedha’. That’s because Karare is the product format that is a big favorite with consumers but with a key health differentiation by virtue of it being baked, not fried. We are looking forward to exciting times in the category.

Campaign film:

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