Tag: Ogilvy India

Business

Thums Up partners with Mohammed Siraj

Sep 21, 2021 by Rekha Nair 0 Comments #Apni Pace Se, #Arnab Roy, #Chief Creative Officer, #Coca-Cola India and Southwest Asia, #India Ka Game#PalatDe, #Mohammed Siraj, #Ogilvy India, #Sukesh Nayak, #Vice President and Head-Marketing

New Delhi: After celebrating the ‘Toofani’ spirit with #PalatDe and #TaanePalatDe campaigns at Tokyo Olympics and Paralympic Games 2020, Thums Up, Coca-ColaIndia’s home-grown brand,celebrates the grit and determination of the Indian fast bowler – Mohammad Siraj, through its #PalatDe campaign. This is in continuation to Thums Up’s partnership with ICC (International Cricket Council) as an exclusive non-alcoholic beverage partner. Through this association, Thums Up showcases its longstanding commitment to sports and narrates thestories of hard-work and dedication of real heroes.

Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and SouthWest Asia said, “The Coca-Cola Company has been thelongest corporate partner of the Olympic Games and our recent associations with the Paralympic Games and theICC World Cup, underscore the company’s philosophy of endeavoring to be a part of the joyous moments and occasions of its consumers. The ability of Cricket to create unique and memorable moments makes it a robust platform for us to connect with sports fans around the globe. We are elated to welcome Mohammed Siraj, one of the best bowlers in the world on this exciting journeywith us. It is inspiring to witness how extraordinary people like Siraj have overcome real life challenges and risen to become a beacon of national pride. Such inspirational stories resonate with the spirit of the brand.”

Speaking about the partnership, Mohammed Siraj, said, “I am humbled to be associated with Thums Up and to have been offered this platform to showcase my life journey and experiences. This association is close to my heart as it brings out our common goal of inspiring Indians to push their boundaries and achieve the unthinkable. I am certain that this partnership will evoke the natural connect with cricket fans and showcase the resilience and hard work that players coming from varied backgrounds, put in to overcome their challenges andrepresent the country.”

Through this campaign, Thums Up aims to showcase the arduous journey of Mohammed Siraj, who despite his humble background and challenges of everyday life, stays true to his roots to become one of the best bowlers and aninspiration for the youth of the country. Thecampaign is shot inHindi and Teluguand is a touching tribute to Mohammed Siraj’s life and struggles as well as his commitment to achieve his dreams.The campaignwill also give viewers a chance to meet Mohammed Siraj along with chances to win other exciting prizes. The video campaign effectively aligns with Thums Up’s brand message of ‘real heroism’, resilience and strength against the backdrop of the inspirational tagline – Apni Pace Se, India Ka Game#PalatDe.

Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “The spirit of the brand resonates with the stories of grit, hard work and determination of our players, who overcome all hurdles to play for the country. After Olympics and Paralympics, in the third instalment of the #PalatDe campaign, we will be celebrating the victories of our cricketing heroes over their naysayers. Siraj’s story in particular is very inspiring and we are proud to partner with him and have him share his story with the world.”

Business

Thums Up Salutes the Strength and Resilience of Paralympic Athletes Supports Inclusion, Diversity in Sports with its ‘Taane Palat De’ campaign

Aug 23, 2021 by Rekha Nair 0 Comments #Arnab Roy, #Chief Creative Officer, #Coca-Cola India and South West Asia, #Dr (h.c.) Deepa Malik, #Ogilvy India, #Padma Shri Khel Ratna Arjuna Awardee, #Sukesh Nayak, #The Coca-Cola Company, #Vice President and Head-Marketing

New Delhi: After celebrating real heroism with #PalatDe campaign at Tokyo Olympics 2020, The Coca-Cola Company’s home-grown brand – Thums Up, has now become the first FMCG brand to partner with the Tokyo 2020 Paralympic Games. Through this partnership, Thums Up aims to encourage inclusion and salute the real heroes of Tokyo 2020 who continuously strive to break the glass ceiling despite the challenges and are now representing India at this prestigious global sporting event. The Tokyo 2020 Paralympic Games will be held in Tokyo from August 24 to September 5.

The Coca-Cola Company has a long history of sponsoring major sporting events around the world. Through an eight-decade association, it is the longest continuous corporate partner of the Olympic Games. This year marks the beginning of the brand’s association with the Paralympic Games. These associations with sporting events underscore the company’s philosophy of endeavoring to be a part of the joyous moments and occasions of its consumers.

Announcing the partnership, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and South West Asia said, “We are extremely proud of this strategic partnership with Tokyo 2020 Paralympic Games and the Paralympic Committee of India, it is our way of standing in solidarity and saluting the sheer grit and determination of these athletes who have come from different walks of life but showcase the same heroism against all odds and challenges. As an extension of the Olympic Association, we treat the Paralympians at parity with any other athlete fighting their naysayers and representing India at this global sporting event.”

Speaking about the partnership, Dr (h.c.) Deepa Malik, Padma Shri Khel Ratna Arjuna Awardee, the first Indian woman to win a medal at the Paralympic Games and President – Paralympic Committee of India, said, “My journey of Ability Beyond Disability has been that of breaking stereotypes & myths around disability. The partnership with Thums Up is a step forward in that direction. This year, India is sending the largest-ever contingent to the Tokyo 2020 Paralympic Games, and all 54 athletes have a unique story of resilience and defying all odds & social taboos. I am very hopeful that we are going to create history this time. Brands like Thums Up are coming forward to provide a platform for our Paralympians to tell their stories and provide the nation a chance to celebrate their journey and uplift their spirits. Thums Up is walking the talk by instilling values of diversity and inclusion through this association with our athletes, treating them at parity with the Olympians.”

Paying homage to the arduous journey of the athletes and saluting their sporting excellence, Thums Up will also be unveiling a high decibel marketing campaign. The campaign includes a series of videos and other related visuals for digital and social media to keep the audiences connected with the Tokyo 2020 Paralympic Games and the Indian athletes. The campaign will feature 6 athletes including Mariyappan Thangavelu (High jump), Sakina Khatun (Powerlifting), Suyash Yadav (Swimming), Navdeep (Javelin throw), Sumit Antil (Javelin throw), and Avani Lekhara (Shooting). The video campaign effectively brings out the undying resilience of these athletes and their strength to persevere in the face of challenges. Battling everyday odds, the protagonists are seen wearing the ‘taunts’ they received every day from people, on their T-shirts against the backdrop of the inspirational tagline – #TaanePalatDe. The motivating tone of the film perfectly complements Thums Up’s brand message of ‘real heroism’.

Sukesh Nayak, Chief Creative Officer, Ogilvy India said “#TaanePalatDe is our ode to the heroes of Team India who have overcome all odds to represent India at the Tokyo 2020 Paralympic Games in Japan. With this campaign we are saluting their courage to #PalatDe all the naysayers who had only one thing to give them, Taanas.”

 

Business World, News

Alia Bhatt’s New Mantra in Life Is To ‘Take It Light’ With Cadbury Perk

Mar 6, 2021 by Rekha Nair 0 Comments #Anil Viswanathan, #Chief Creative Officer, #Insights and Analytics, #Marketing (Chocolates), #Mondelez India, #Ogilvy India, #Senior Director, #Sukesh Nayak

INDIA  – Cadbury Perk, one of Mondelez India’s iconic and fun brands, is all set to launch yet another jocular campaign with Bollywood Actress Alia Bhatt. Through a delightful digital film featuring the youth icon, Cadbury Perk is encouraging consumers to face life’s twist and turns, with a light attitude – manifesting the message ‘Take It Light’.

Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said, “Cadbury Perk has been rooted in the youth culture, since its inception almost 25 years ago, owing to its fun persona and relevant messaging – we propagated the message of ‘Masti’ from 2015 which resonated well and helped establish Perk as a fun brand. This time, we wanted to be rooted in the product and reinforce the delightfully light eat-experience of Perk. Today’s youth believe in facing life’s stresses with lightness. Our launch film and tagline ‘Perk khao, Light ho jao’ attempts to land the message that Perk is THE light chocolate, in a fun manner, through the route of levitation. In the past, we have had lively and high-spirited personalities to cater to the youth cosmos like Preity Zinta, Genelia D’souza and Ananya Panday who embody what Cadbury Perk stands for – youth, fun and Joie De Vivre. With Alia Bhatt back on-board as the face of the brand, we are positive that she will bring the ‘Take It Light’ proposition to life effortlessly with her bubbly persona and strong youth connect.”

Brand Ambassador, Alia Bhatt, said, “Super thrilled to be back with brand Cadbury Perk – one of my favourite chocolate brands. A brand that is fun and easy-going, Cadbury Perk reflects my own playful personality and mantra in life – to ‘Take It Light’! The entire experience from the shoot to all the intrigue we created pre-launch was fun too.”

The new campaign is supported by a captivating digital film: Udd Gaye, starring Alia Bhatt and Pavail Gulati. The film begins with a very blissful setting of a wedding mandap where Alia and Pavail aka the groom, are seen performing the ‘Jaimala’/garland ceremony where Pavail’s friends lift him on their shoulders as a ritual while making it a challenge for Alia to reach him. Being her bubbly self, Alia embraces the challenge, takes a bit of the light and crunchy Cadbury Perk levitating herself off the ground and puts the garland around his neck exhibiting the message of ‘Perk khao, light ho jao’.

Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “This is a super fun idea on lightness, executing this was truly a ball. Working with Alia, Pavail and Bob was just lots of masti. I believe, the social surround around the idea and the film will beautifully bring the core idea to life – Perk khao, light ho jao.”

To bring alive the launch of the digital film, the stage was first set by building intrigue around Alia Bhatt’s association through impactful social media and influencer engagement, followed by unveiling the film poster showcase, leading to the final launch of the digital film.

Link to the Digital Film: https://youtu.be/ezyzON3q7Mo

News

Indulgence meets technology with Cadbury 5Star’s latest campaign ‘5Star Do Nothing Assistant’ in association with Google

Dec 23, 2020 by Rekha Nair 0 Comments #Anil Viswanathan, #Chief Client Officer & West Head, #Chief Creative Officer, #Insights and Analytics, #Marketing (Chocolates), #Mondelez India, #Ogilvy India, #Senior Director, #Shekhar Banerjee, #Sukesh Nayak

INDIA Mondelez India’s iconic brand Cadbury 5Star is back again with yet another quirky campaign that brings together the perfect fusion of indulgence and technology while manifesting the brands prevailing ‘Do Nothing’ proposition. In partnership with Google and conceptualized by Ogilvy, the brand is upping its game a notch higher by introducing the ‘5Star Do Nothing Assistant’, the first-ever AI that helps you do nothing.

While most mobile assistants help you become more productive, the 5Star Do Nothing mode on every android device with Google Assistant gives you more perspective and does the exact reverse. All you need to do is, say “Ok Google, eat a 5Star” to get your Google Assistant to lean back, relax, and motivate you to do nothing as well.

The AI has hundreds of built-in responses and is trained to answer any question you might have with a cheeky response that makes you rethink your plans and wonder if you are better off just doing nothing.

Commenting on the latest campaign and efforts, Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India, said, “Cadbury 5Star has always been at the heart of our country’s youth culture through its innovative campaigns and quirky narratives weaved into relatable scenarios. With the ‘Do Nothing’ campaign, our focus has been to generate some light-hearted relief in serious times and reiterate the most important message of today to unwind and take a break. We are taking this a step ahead with our latest association with the Google Assistant to create a humorous and chocolaty experience for our target audience, strengthen our consumer connect and further propagate our brand message. This campaign is a testimony of 5Star’s brand persona of being witty and quirky which perfectly resonates with Gen Z who are increasingly getting inclined towards all things tech.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India said: “Today’s digitally native youth are always hungry to pack more into their day and AI assistants help them multitask and do more. However, at times, it’s also good to just chill. So, we helped people, do just that. Say “Ok Google. Eat a 5Star” and enter the ‘DO NOTHING MODE’ and then enjoy the Google Assistant help you do nothing. Answers to most commonly asked questions are ready in this mode. So, give it a try and enjoy doing nothing.”

The roll out of the campaign will be supported by a 360-degree communication approach, designed to encourage the youth to get a first-hand experience of the latest feature at the back of digital films, radio, social media and influencer-led activations.

Shekhar Banerjee, Chief Client Officer & West Head, Wavemaker India said: “This is yet another example that advertising is not limited to any format, but we need to focus on the core brand idea, the right platform and the connection we build with our audiences. This is a great example of Personalization @ Scale, every user differently interacts with their voice assistant, we are making sure we reach these different audiences and make 5Star relevant.”

News

Mondelez India Launches Bournvita Crunchy

Dec 17, 2020 by Rekha Nair 0 Comments #Akshay Seth, #Associate Director – Marketing (Biscuits), #Group Creative Director, #Mondelez India, #Ogilvy India, #Ogilvy India and Chinmay Raut, #Senior Creative Director, #Sudhanshu Nagpal

INDIA :Mondelez India, the makers and bakers of some of India’s favourite snacking brands – Cadbury Dairy Milk, Bournvita, Oreo, etc., announced its expansion into the wholesome biscuits segment with the launch of Bournvita Crunchy. With this new launch – ‘A Crunchy Bite of Wholegrains & Berries’, the company is further strengthening its ‘Better for You’ product offering, fulfilling the constantly evolving snacking needs of consumers looking for balanced indulgence. Bournvita Crunchy will be available on shelves, across the country, from mid-December 2020.

Commenting on this new launch Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India said, “As per our recently released State of Snacking TM Report, most Indian adults say they are snacking more today, than before. Given the unprecedented times, health and hygiene has become very important for our consumers and they are looking up to their trusted snacking brands for nourishment and wellbeing. Taste continues to remain an important factor for our consumers, as they choose snacks to create eat experiences with their families, at home. Bournvita Crunchy brings together the best of our global category expertise and innovation with these local insights and experience.

Our endeavour has always been to provide unique eat experiences and a broad range of product offerings to our consumers – from indulgent to wholesome. Our latest launch – Bournvita Crunchy, is in line with this commitment and we’re confident that this wholesome product with provide our consumers with a ‘guilt-free’ snacking experience.”

Bournvita Crunchy will be yet another addition to the ‘better for you’ product from Mondelez India, that includes products like Cadbury Dairy Milk – 30% Less Sugar, Bournvita Biscuits, various portion control Home Treat packs etc. Bournvita Crunchy is priced at INR 30 for a tray pack (100 gms) and INR 60 for a carton pack of (200 gms).

The launch will be supported with a high-decibel integrated marketing campaign, including a TVC, in line with Bournvita Biscuits’ much-loved proposition – ‘No More Excuses’. Conceptualised by Ogilvy, the TVC funnily breaks down the label of wholesome snacks being boring and reiterates that one can focus on their well-being without compromising on the taste by letting consumers know that ‘Ab badon ke bhi bahane khatam’.

Commenting on the TVC, Akshay Seth, Group Creative Director, Ogilvy India and Chinmay Raut, Senior Creative Director, Ogilvy India, said, “In today’s times, the emphasis on healthy eating has increased manifold. But adults, like children, are equally fussy about healthy eating. The Bournvita Biscuits Crunchy launch gives the brand proposition of #NoMoreExcuses a new dimension by highlighting the child-like behaviour adults exhibit at the mention of wholegrain and how they do a U-turn when they realize that healthy can be tasty.”

Business World

Cadbury’s Unity Bar celebrates the spirit of India on our 74th Independence Day

Aug 15, 2020 by Gouri Achary 0 Comments #Anil Viswanathan, #Cadbury’s Unity Bar, #CCO, #Director – Marketing (Chocolates), #Insights & Analytics, #Mondelez India, #Ogilvy India, #Sukesh Nayak

Mondelez India unveiled its special limited-edition Cadbury Unity Bar to celebrate the spirit of India on our 74th Independence Day, today. This very special Cadbury bar – a combination of dark, blended, milk and white chocolate united in one bar, epitomizes the common sweetness that defines us in India, even during the not so sweet and difficult times. It celebrates our Unity in Adversity – showcasing the inherent sweetness in every Indian that has united us during these tough times.

Anil Viswanathan, Director – Marketing (Chocolates), Insights & Analytics, Mondelez India, said, “We understand the role our brands play in people’s lives as we continue to spread the message of generosity and goodness. The focus of the Unity Bar this year is on all Indians and the intrinsic sweetness that brings us together despite external adversity. The concept is a celebration of our shared sweetness – shared during not so sweet times among the country’s diverse citizens.”

Commenting on behalf of the creative agency behind Unity Bar, Sukesh Nayak, CCO, Ogilvy India, said, “The brief was simple – how do we express a common sentiment of a billion people? The theme beautifully personifies the shared characteristics of people that are united because of their sweetness. The work has been designed for multiple platforms and will be led by video and static pieces.”

To spread the message of generosity and goodness further, Mondelez India has also committed all the proceeds from the sale of the Cadbury Unity Bar to the India FoodBanking Network (IFBN) – donating chocolate bars equivalent to the total proceeds to those in need.

The launch of the Cadbury Unity Bar is supported by an engaging digital activation, print advertisements and a heart-warming new film. The brand is also bringing back its popular composition of ‘Kuch Khaas Hai, Hum Sabhi Mein’ to this campaign which truly reflects the sentiment and feeling of the people in current times. The limited-edition Cadbury Unity Bar is priced at INR 200 and is available for order exclusively on Flipkart starting today (Aug 14).