Cannes or AdFest, awards are the juiciest carrots driving excellence for Ogilvy’s Sumanto Chattopadhyay & team
The recently concluded AdFest 2010 has brought much cheer to the Indian advertising industry by way of international awards. The awards have also given a boost to Indian creatives. One such winner is Ogilvy India’s Executive Creative Director, South Asia Sumanto Chattopadhyay’s team from Sri Lanka, which bagged its first Gold for its Iodex ‘Little people’ campaign at AdFest 2010. Chattopadhyay shares his excitement on winning the award and the plans ahead with exchange4media.
The recently concluded AdFest 2010 has brought much cheer to the Indian advertising industry by way of international awards. The awards have also given a boost to Indian creatives. One such winner is Ogilvy India’s Executive Creative Director, South Asia Sumanto Chattopadhyay’s team from Sri Lanka, which bagged its first Gold for its Iodex ‘Little people’ campaign at AdFest 2010. Chattopadhyay shares his excitement on winning the award and the plans ahead with exchange4media.
Speaking on the year 2010 for his team, Chattopadhyay said, “Fame and fortune are the two things that drive people to achieve in any field. It is no different for creative people – good salaries and the recognition that comes with creative awards, especially the international ones, are the things that drive them to burn the midnight oil. As advertising salaries are not that great in India, so awards become the juiciest carrots that drive excellence in the industry.”
Some of the other awards that were won in 2010 under Chattopadhyay’s leadership included the outdoor campaign for The Economist, created by team Mumbai headed by Sukesh Nayak and Heeral Akhaury, that bagged a Bronze at Cannes, a Silver at AdFest, a merit at One Show, a shortlist at Clio and four pieces of metal at GoaFest 2010. The Kolkata team, headed by Koustuv Chatterjee and Sukhendu Mukherjee, had developed the ‘Meltdown’ activation on global warming (for the NGO AICMED, in association with Rollick Ice-Creams), which bagged a Bronze at Cannes 2010.
Chattopadhyay noted, “This is truly a pioneering effort. I think it proves that no matter where you are based and whatever your client list is, it is possible to win big awards – as long as you have the inspiration.”
Made in India, for the world
As for the work on Iodex from Sri Lanka, Chattopadhyay oversaw the creative department at Phoenix Ogilvy, Sri Lanka. The creative team there is headed by Sujoy Roy, who has previously worked in both Ogilvy Mumbai and Kolkata. He said, “I don’t think the victory would have been half as meaningful for Sri Lanka had a team from India created the campaign out of India. But yes, the creative inspiration was provided by Sujoy Roy, an Indian expatriate CD, along with me providing some long-distance leadership from here.”
Citing other examples where Indian teams have worked on campaigns in other countries in the recent past, Chattopadhyay said that Ogilvy’s Lenovo Hub in Bangalore was a shining example of an Indian team doing global campaigns. In the past, across brands, India was adapting campaigns that were created in America or Europe, for example, Surf’s ‘Daag achhe hain’ campaign. But with Lenovo, the scenario was reversed for the first time. Similarly, Unilever brands such as Pond’s have sporadically done work out of India, which is used in other Asia Pacific markets. The ‘Football’ film created for The Economist in India has been picked up by their global marketing team to run in other countries too. “As Indian creativity comes up to international standards, we will see more and more examples of work done out of this country for the rest of the world,” Chattopadhyay affirmed.
As for India’s performance at international awards, he noted that things had improved somewhat, crafting standards had gone up in print, although the number of international awards won was relatively small as compared to the number of ad campaigns that were produced in India.
According to him, “We have an inherent advantage with on-ground activations because we have a tradition of orchestrating events involving large numbers of people at the street level. Also, in these newer categories, crafting and sensibilities are less of an issue with juries as they don’t have a pre-conceived western bias of what is award-worthy. In the case of film, it needs to work with the mass market to be cost-effective. The problem is that there is a mismatch between the sensibilities of international juries and Indian consumers. The trick is to find a common ground, but that isn’t easy. As India becomes more globalised and as our consumers become more affluent and educated, this will change. But it will take time. Of course, I hope that the uniqueness of Indian culture never goes away. Only the finesse with which we present should evolve.”
Concluding his views with a quote from French novelist Antoine de Saint-Exupéry, Chattopadhyay said, “‘If you want to build a ship, don’t drum up people together to collect wood, but rather teach them to long for the endless immensity of the sea’. That’s exactly I strive to do.”
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp