"A good campaign can emerge out of any region if the brief is good & the client is brave"
Industry experts at the Creative Circle roundtable held at Epica Awards, while highlighting various aspects of advtg in India & the Middle-East, said that advtg is about public engagement & understanding human insights
Do you understand the difference amongst various creative approaches followed on the global scale? What are the differences, similarities and shared goals of advertising between India and the Middle East?
The Creative Circle held at Epica Awards hosted the roundtable that highlighted the various aspects of advertising in Indian and the Middle-East.
Madhukar Sabnavis, Vice Chairman and Country Head, Discovery and Planning Ogilvy & Mather India, shared the two ads of the Cadbury Shubh Arambh campaign. He said, “The inspiration for these ads came from the Indian culture. The campaign is a dimension of the big cultural truth. Cadbury decided about ten years ago that their competition is Indian sweets. They have very rich cultural connotation in India. The campaign has a deep connect with the Indian audience because the association with sweets is very much ingrained in the Indian culture. All human beings across the world have the same set of emotions, however when we get into culture, then the rituals connected with these emotions could be culture specific.”
Josy Paul, Chairman & Chief Creative Officer, BBDO India shared the Visa ‘Dream to advance’ campaign. He said, “This is the first time that Visa did something like this in India and the inspiration came from the client. Uttam said that the infrastructural issue in the country is a bit problematic and many people in the country are excluded from the financial positivity. There was an internet explosion in the country and we said that why not find that one place in the country where people are completely cut off, but can still achieve their dream using the Visa card. We shot this ad in a peaceful place in Kashmir. This film started with a huge traction.”
Komal Bedi Sohal, Chief Creative Officer, Rediffusion Y&R shared the Tata Nano commercial celebrating awesomeness. She elaborated that this brand was started with the dream of Ratan Tata when he was sitting in his car and looked out of the window and saw a family on the scooter. He decided that he will make a car that is affordable and everybody on the street had the safety and the comfort. It was made by the Indians for the Indians. “It took off very well, but it ran into some trouble. Affordable is not necessarily considered to be aspirational. The demographic was changing and this commercial took a huge shift because we did something so outrageous and so much fun celebrating the Indian youth and celebrating the whole awesome platform that this car was borne out of. The campaign was a huge hit on the digital platform and the perceptions about the car started changing after the ad,” she added.
Bechara Mouzannar, Chief Creative Officer, Leo Burnett MENA shared McDonald’s campaign and explained that the Gulf has a lot of expats and the local people are in the minority. The expats spend most of the time working and they hardly have any time to spend with family. Women also rely on the chief of the family to go for an outing. They decided that McDonald’s should change the way it communicates and go into the reality.
The second campaign was about addressing the gender inequality in Lebanon by empowering women. The agency thought of tackling the problem through people’s daily vocabulary to get back the rights of women in Lebanon. It was created by ladies within the agency. The local campaign became a global one and changed the mindset of the society. He highlighted that advertising is about public engagement and understanding human insights.
Mark Tungate, Jury Chair, Epica raised a question about whether the clients are changing or not. Paul added, “The subjects that we talk about are a little bit more than just the commerce. It is about contribution and becoming a platform rather than just becoming a slogan in people’s heads. We don’t have to struggle and it seems that everybody is on the same page.”
Advertising in India is evolving with the emergence of digital. Television still remains the main medium, but digital and experiential activities are catching up. Sabnavis said, “Clients are evolving and they are now asking that will this idea get viral?”
The experts also agreed that a good campaign can emerge out of any region if the brief is good and the client is brave.
Held in association with exchange4media, the presenting sponsor of Epica was the Patrika Group and the associate sponsor was Colors.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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