Saatchi & Saatchi bags Rs 10-cr OLX biz
Close on the heels of bagging the Skoda account, Saatchi & Saatchi has added online marketplace OLX’s business to its kitty following a multi-agency pitch. As per industry sources, the account size is pegged at Rs 10 crore.
Close on the heels of bagging the Skoda account, Saatchi & Saatchi has added the OLX.in business to its kitty, following a multi-agency pitch. As per industry sources, the account size is pegged at Rs 10 crore.
On handing the account to Saatchi & Saatchi, Amarjit Singh Batra, Country Manager, OLX, said, “We found the Saatchi & Saatchi team very responsive and excited about this idea. They spent a lot of time understanding about OLX and the needs that OLX is solving for consumers in India. We chose them over others because of the clarity and simplicity in the creative pitch idea that they presented to us. We were convinced on their approach of a humour-based storyline of communicating the value proposition of OLX and their commitment to top quality production.”
Reacting to the win, Kamal Basu, CEO, Saatchi & Saatchi India, said, “OLX is a great brand to work on and we at Saatchi & Saatchi are very excited about the work we are doing on the brand. We look forward to a long and rewarding journey together.”
Saatchi & Saatchi has already started working on the business and has created a campaign, where the agency has played on the proposition of the brand – buy and sell for free from the comforts of their home or office. Through a mass medium like TV, OLX wants to reach out to every household in the country that can benefit from this unique marketplace.
Elaborating on the creative, Sourabh Mishra, Chief Strategy Office, Saatchi & Saatchi, said, “The task for the TVC was to make OLX.in the first name that people think of when they want to sell stuff. Our interaction with people showed that there is an element of hesitation, almost embarrassment that they have when selling personal belongings. Yet there is a strong desire to get the best price for whatever they sell. The idea was born when we reconciled these seemingly conflicting findings to arrive at the thought that ‘everything sells at the right price’.”
Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi India, added here that in order to illustrate the fact that ‘sentimentalism is only skin deep’, the agency had to make a funny, irreverent film that held up a mirror to people. That made them realise as they smiled that the ‘right price’ was more important than ‘sentimental value’. Rajesh Krishnan of Soda Films has worked on the ad film.
Operating in the online space, OLX helps people buy, sell, exchange products and services in their neighborhood and within their city. Users are free to search, list or post ads and free to transact on OLX. Present in more than 1,000 cities in India, OLX serves as the local market place for both individuals and businesses. Categories on OLX include Jobs, Real Estate, Cars, For Sale, Services, Education and Matrimonials. Besides, it can be accessed through web or mobile and offers free apps for iPhone and Android phones that make it convenient to post ads on the go.
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Reckitt Benckiser calls for media pitch worth Rs 450 crore
Flashed on Friday: The pitch process reportedly kicked off a couple of weeks ago and leading agencies including incumbent IPG Mediabrands and Publicis are believed to be contesting it fiercely
Reckitt Benckiser (RB), one of the leading advertisers, has initiated a media pitch estimated to be around Rs 400-450 crore. The pitch process reportedly kicked off a couple of weeks ago and leading agencies including incumbent IPG Mediabrands and Publicis are believed to be contesting it fiercely.
One of the leading global FMCG companies, RB had appointed Initiative from the IPG Mediabrands umbrella as its media partner in December 2013 on the back of a global media review. Since then IPG has successfully retained the account despite annual pitches. Prior to IPG, the media duties were handled by Zenith Optimedia.
Meanwhile, the FMCG major that has a presence across 60 markets globally, in a recent development, gave part of its digital duties to Zenith Optimedia. As per industry sources, RB has divided its digital portfolio into two parts—Health, and Home & Hygiene. While Initiative will continue to manage Home & Hygiene, the first portfolio will be handled by Zenith Optimedia from January 2019. The move was an outcome of a global decision without any pitch being called.
exchange4media reached out to all the stakeholders but did not get a response from any of them at the time of filing this story.
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ShareMediaCom bags Vivo's media mandate worth Rs 350-400 cr
The account will be managed and supervised from the MediaCom Gurgaon office.
As the agency on record for Vivo in India, MediaCom will be responsible for the media strategy, planning, buying and implementation for all mass media. This big win follows MediaCom’s stellar showing at the Cannes Lions 2018.
Commenting on the partnership, Jerome Chen, CMO, Vivo India, said, “We understand that being creative is as important for a brand as its product innovation. MediaCom’s creative ideas and approach resonate with Vivo’s ethos as an innovation-driven brand. As we continue to grow stronger in India, we believe this partnership will enable us to step up our engagement with the consumers even more. We look forward to a long and mutually successful partnership with MediaCom.”
Commenting on the win, Navin Khemka, CEO, MediaCom South Asia, added, “The growth of the telecom industry in India is unprecedented and the smartphone adoption brings exciting opportunities. Vivo is one of the leading and innovative players in this space. We are delighted to partner with Vivo and looking forward to creating unmatched brand value and innovative solutions for our consumers."
The account will be managed and supervised from the MediaCom Gurgaon office.
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Initiative wins Anchor Electricals' media mandate worth Rs 100 Crore
Initiative's Mumbai office will manage the account. The account was earlier held by OMD India.
Initiative will be responsible for the media strategy, planning, buying and implementation for all brands under Anchor Electricals for both mass media and out-of-home. The account will be managed by the agency’s Mumbai office.
Vivek Sharma, Managing Director, Anchor Electricals Private Limited (AEPL), the Electricals arm of Panasonic Corporation, said, "Anchor by Panasonic is a leading electrical brand in the Indian market with sales of Rs 3550 Cr in the current financial year, through a diverse product portfolio spanning seven product verticals. As a company, we are strategically aligning ourselves to substantially improve consumer connect. AEPL would aggressively use mass media in building saliency and creating awareness for its businesses in the months to come. We, at AEPL, are happy to partner with Initiative in this exciting phase of growth".
"We are confident of Initiative's domain knowledge and media buying clout. Their considerable experience in the South Asian markets will help us deliver enhanced brand communication and drive media efficiencies for AEPL", he further added.
Vaishali Verma, CEO, Initiative, said, “This is one more prestigious addition to our esteemed portfolio of clients. We look forward to working with Anchor and create cutting-edge, strategic media solutions. Working with an ambitious company like Anchor is a great challenge and we look forward to creating impactful business solutions through our proprietary global tools.”
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JWT India confirms the Quaker Oats win
Varun Channa, Sr. VP and Managing Partner for JWT's business unit PO1 confirmed this development with exchange4media.
The account will be handled out of the agency’s Delhi office. The agency lead the creative campaigns for Quaker Oats in India.
The brand's creative mandate was earlier with BBDO India ever since the agency announced its launch in 2007. Varun Channa, Sr. VP and Managing Partner for JWT's business unit PO1 confirmed this development with exchange4media. "Quaker saw our work being presented and considering our experience in building nutrition brands, it was an easy decision. Since the Quaker Dairy account was already with us, this was like consolidation of the Quaker portfolio," shared Channa.
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MediaCom wins Mars’ global media account
Mars Inc. chose MediaCom following a competitive pitch launched after the brand reviewed its media account in January.
The selection was reportedly made following a competitive pitch launched after the brand reviewed its media account in January. Earlier, Mars had reportedly said that MediaCom, Starcom and OMD were invited to participate in the review.
Media reports quoted the Chief Marketing and Customer Officer of the company Andrew Clarke as saying in an email statement that “the partnership will be a crucial accelerator in our ambition to be quicker, bolder and even more innovative when it comes to meeting our consumer needs."
Rob Rakowitz, Global Media Director at Mars, was quoted as saying that all three agencies showed fresh, challenging approaches.
“GroupM created a custom operating model for us which enables us to put data at the heart of our decision making, drive speed at a global, local and campaign level, and use our resources efficiently," he reportedly said.
Media reports mention that the US confectionery and food giant previously separated planning and buying, and split those duties in different regions. WPP’s MediaCom held the global planning account, while Publicis Groupe’s Starcom and Omnicom’s OMD shared buying duties with MediaCom.
The new media assignment will go into effect in the beginning of 2019.
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Eureka Forbes appoints Taproot Dentsu as its creative agency
Taproot Dentsu will be responsible for Eureka Forbes’ brands across the categories of water purifiers, air purifiers, vacuum cleaners and security and surveillance solutions
Under this new partnership, Taproot Dentsu will be responsible for Eureka Forbes’ brands across the categories of water purifiers, air purifiers, vacuum cleaners and security and surveillance solutions.
Commenting on the association, Marzin R Shroff, MD and CEO at Eureka Forbes, said, “Taproot Dentsu’s creative ideas and holistic approach resonates with our ideology and strategy. We are confident that the agency’s understanding of our business and categories will help us in making our brands more engaging, intriguing and relevant to all our stakeholders. We wish the team success and look forward to an exciting journey together.”
“I would also like to acknowledge the contribution of Triton Communications that has helped us create and build our iconic brands over the last three decades,” Shroff added.
Talking about the new partnership, Umesh Shrikhande, CEO of Taproot Dentsu, said, “Aquaguard from Eureka Forbes is a brand that has been a leader and pioneer in the water purification space. For most Indian consumers, the name is synonymous with the category. The work they have done spanning visionary R&D, specialist selling and social initiatives is staggering. It is our privilege to get this opportunity to help the brand strengthen its leadership position. Equally, we are excited to work on their other important brands like Euroclean Vacuum Cleaners, Aeroguard Air Purifiers and EuroVigil Security Solutions, which are leaders in their own right."
Santosh Padhi, Co-founder and Chief Creative Officer at Taproot Dentsu, said, “It is always challenging to create sharp and memorable communication for a rational/scientific category. More so when you are dealing with a respected leader brand like Aquaguard. We will pull out all stops to make sure that we create winning communication that’s differentiated.”
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Logicserve Digital bags digital mandate for Mankind Pharma’s Unwanted-21 Days
Logicserve Digital won the account following a multi-agency pitch and will manage the creative strategy, social media, SEO and paid media for the brand
The agency will be responsible for managing the social media channels, SEO, paid media services and creative strategy to help the brand grow their digital presence & build better engagement with the audiences.
Commenting on the account win, Prasad Shejale, CEO & Co-Founder, Logicserve Digital, said, “We are extremely happy to have this opportunity to work with a brand like Mankind Pharma who are one of the leading pharma brands in India. We look forward to work closely with their marketing team and help them amplify their vision and achievements by designing robust strategies for connecting with the right audiences via the right channels. Logicserve Digital aspires to further uplift the brand’s presence in the dynamic digital universe and help them achieve the desired results.”
Speaking about the announcement, Joy Chatterjee, Assistant General Manager-Marketing, Mankind Pharma, said, “We are glad to appoint Logicserve Digital as our AOR (Agency On Record) for our brand Unwanted-21 Days. The agency will help us in ideating and managing the brand’s digital marketing plan in line with the predefined objectives and goals. We were looking for an agency who will support us in our journey with their insightful solutions and help us differentiate our brands in this domain. In Logicserve Digital, we found the perfect partner to carry forward the digital duties and we strongly believe that they will be able to deliver and live up to the brand’s expectations.”
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