Home >> Marketing >> Article

Ogilvy’s new TVC for 'Cake Up' tells a story of ‘Real Goodness’

05-March-2018
Font Size   16
Ogilvy’s new TVC for 'Cake Up' tells a story of ‘Real Goodness’

Ogilvy India, in association with Ogilvy Pakistan, has crafted a heart-warming story for the launch of Peek Freans ‘Cake Up’. The commercial has already garnered great traction and has got over 10 million combined views, in just a week, across social media platforms.

English Biscuit Manufacturers (EBM), Pakistan’s leading brand of biscuits has stepped into a new food category with the launch of ‘Cake Up’. The range of cupcakes come in 4 exciting flavours with a luscious centre filling of real strawberry pulp, caramel and cocoa.

Speaking about the campaign Sukesh Nayak, Chief Creative Officer, Ogilvy West said, "Our products are filled with real goodness and so is our life. To launch the ‘Real Goodness’ platform, we chose to tell a story of a working mother who finds a unique way to create real a connection with her son. A connection that leaves a lasting impression".

Talking about the collaboration on this particular ad and how it came to be, Sukesh continues," Ayesha Janjua, the marketing head of EBM (promoter of Peek Freans Cake Up), was the marketing head at Shan Foods when we made two very successful ads for them, and when she moved to EBM, we just wanted to continue the relationship. We are really glad that we did".

Ayesha Janjua, Head of Marketing, EBM: With this thematic campaign, we will establish our position in the consumer’s mind as being bigger than just a sweet snack. Peek Freans Cake Up will become the catalyst for starting real conversations with the people we love, who sometimes in our busy lives, we forget to appreciate or communicate with, in a meaningful way. Every moment counts, and when it comes straight from the heart, that moment becomes a lifelong memory to be cherished.

The campaign is being supported through print, outdoor, activation and an extensive digital leg.

Tags Ogilvy & Mather Ogilvy & Mather India Peek Freans EBM

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey