Tag: India

Singapore – Popular anime streaming service Crunchryroll has appointed India-based Bloomingdale PR and Singapore-based Eastwest PR as their strategic communications agency partners in India, Indonesia, the Philippines, and Singapore.

Based in India, Bloomingdale will be responsible for strategic planning and coordination of Crunchyroll’s regional PR efforts in India, Singapore, Indonesia, and the Philippines. The scope of work includes strategic planning, client liaison, account management, media relations, and press office management, among others.

In Southeast Asia, Bloomingdale will be supported by Eastwest Public Relations for local strategic counsel in Singapore, Indonesia, and the Philippines. Based in Singapore, Eastwest PR will be responsible for landing high-impact earned media stories for Crunchyroll in all three markets and building the corporate reputation of Crunchyroll as the premiere destination for anime. 

The timely appointment of Bloomingdale and Eastwest PR will further drive brand awareness and accelerate user growth for the platform across the region.

Akshat Sahu, director of marketing for APAC at Crunchyroll, said, “We are excited to embark on this journey with Bloomingdale PR and Eastwest PR as our trusted partners in India and Southeast Asia. With their strategic counsel and expertise in media relations, we are confident in our ability to further establish Crunchyroll as the ultimate destination for anime enthusiasts in the region.”

Meanwhile, Diana Fernandes, founder and CEO of Bloomingdale PR, expressed her excitement about the partnership, stating, “We are honoured to be entrusted with the PR mandate for Crunchyroll across Southeast Asia. The anime community is vibrant and growing quickly across South East Asia. We are committed to leveraging our expertise and creativity to elevate Crunchyroll’s brand presence and engage with fans across the region.”

Lastly, Naveen K, Partner at Eastwest PR, commented, “Millennials like us grew up watching anime as a hobby. Today, Gen Z has embraced the category as a beloved form of mainstream entertainment. There is perhaps no better household brand than Crunchyroll when it comes to anime, and we are excited to partner with the company to deliver impactful campaigns that resonate with audiences of all demographics.”

India – As the Cricket World Cup fever grips the nation, Gulf Oil Lubricants India and Dentsu Creative have teamed up to unleash a new force in the cricket arena – the ‘Unstoppable Army’ of Chennai Super Kings (CSK) fans.

In a bold and disruptive campaign by Dentsu Creative, Gulf Oil has decided to hand over the reins of its advertising to the fans, giving them a chance to showcase their love and loyalty for the team, while the players focus on their training and the game.

The campaign was kicked off with a behind-the-scenes film, featuring CSK’s beloved players, led by Dhoni, as they arrived on set prepared to shoot the Gulf Oil ad. However, a twist awaited them as the brand representatives revealed the campaign’s unique concept of giving time back to CSK players, while inviting fans to craft their own advertisements. The film concluded with a compelling call to action, urging fans to unleash their creativity by visiting the campaign website.

Adding a touch of humour to the campaign are entertaining films featuring uncanny lookalikes of CSK players such as Dhoni and Jadeja. These films humorously fill the void left by the real heroes who are diligently honing their skills on the field. They reinforce the campaign’s central message of giving players time to focus, and giving the fans the opportunity to shine by crafting their own Gulf Oil ads. The ultimate reward up for grabs is being able to see one’s own ad on TV.

The campaign is a unique initiative that fosters a deeper connection between the brand, the fans, and the team. Leveraging digital platforms like YouTube, Instagram, and Facebook for the campaign’s launch and subsequent fan-generated content, Gulf aims to create a cohesive and engaging narrative that celebrates the spirit of cricket and its supporters.

Amit Gheji, head of marketing, Gulf Oil Lubricants India, commented, “We’re excited to have rolled out the ‘Gulf Unstoppable Army’ campaign alongside Dentsu Creative. This isn’t just about ads; it’s about honouring the passion of CSK fans and giving our players the space they need to clinch that 6th title.” 

“By letting the fans take the creative reins, we’re tapping into the raw energy of cricket fandom while showing our players some serious love. It’s a win-win that embodies the heart and soul of Gulf Oil’s partnership with CSK – together being bold, dynamic, and totally unstoppable,” he added.
 
Meanwhile, Ajeet Shukla & Gia Fernandes, creative heads (West) at Dentsu Creative India, added, “The T20 cricket season is that challenging phase of advertising where you’ll have to & must do something disruptive and thoughtful to get noticed. That is what our attempt has been this time with the idea of not using CSK players for Gulf Oil Ads. Instead giving back the time to players to practice and hopefully see them emerge as Champions for the sixth time. We’re very excited to see the entries that are coming our way and hoping the entire nation picks it up and sends us their creative version of a Gulf Oil ad.”

India – Samsung and Cheil India has announced the creation of the ‘No So Silent Library’, a silent nook for book lovers as part of Samsung’s participation in the Jaipur Literature Fest, one of the biggest literary festivals in the country, as well as to promote its Galaxy Buds2 Pro earbuds.

In the campaign, Samsung had stationed Galaxy Buds2 Pro with Active Noise Cancellation earbuds, along with Samsung Galaxy S9 series tabs at some the noisiest places in the city. People were invited to come and experience the library with a teaser message – Any place is a good place to read. 

Upon plugging in the Buds2 Pro and choosing an audiobook from the Galaxy S9 series tabs, a literal library came up around them, further building on the ambiance to read. All the while subtly highlighting the features of the products.

Aditya Babbar, vice president, head of product and marketing at Samsung said, “Samsung has always set the benchmark when it comes to innovation and making technology accessible and appealing for everyone. With our association with Jaipur Literature festival, which has gained international recognition for fostering a unique blend of literary and cultural experiences, we displayed how innovative technologies can bring meaningful changes in our user’s lives.”

He added, “With the ‘Not So Silent Library’ campaign we show-cased how Galaxy Buds2Pro with enhanced 360 immersive audio and intelligent Audio Noise Cancelation (ANC) and Galaxy Tab S9 redefines the limits of possibility by setting up an ambient environment where avid book lovers could enjoy their favourite audiobooks, without any disturbance.”

Meanwhile, Vikash Chemjong, chief creative officer at Cheil India said, “The Not So Silent Library created a unique, noiseless reading experience for book lovers across Jaipur and they loved it! Social platforms were abuzz with mentions of the Not So Silent Library and the Internet at large celebrated the idea. The Not So Silent Library ended up creating a lot of noise for Samsung!”

India – 22feet Tribal Worldwide appointed Axon Alex as head of strategy to lead the agency’s strategic planning. In addition, Shikha Davessar has been promoted to EVP and head of client business. Both individuals will report directly to Vanaja Pillai, president of 22feet Tribal Worldwide. 

Alex, a MICA alumnus, began his advertising career with DDB Tribal and has worked there for almost 16 years. Throughout his professional career, he held crucial positions, including as strategy director at BBH India and managing partner at Jack in the Box Worldwide, where he contributed to the agency’s growth. Axon has built a portfolio, working with companies such as McDonald’s, Vi (Vodafone Idea), Mars Petcare, and ITC Hotels. 

Davessar, who has worked with DDB Mudra Group for nearly a decade, provides expertise working with companies like Fortune 500 global brands including Britannia, Battlegrounds Mobile India, Diageo, Flipkart, LG, and Mars Petcare. 

Speaking about the appointments, Vanaja Pillai, president, 22feet Tribal Worldwide, said, “I am delighted with these developments at 22feetTribal Worldwide, building off the success we experienced over the last year. Axon joins us at a perfect time, with an enviable roster of clients and exciting business challenges ahead. He brings a wealth of experience from his 16 years in the industry, including key roles at esteemed agencies and a strong portfolio with marquee brands. His expertise will undoubtedly enrich our strategic capabilities and propel our agency’s further growth.” 

Pillai added, “We’ve made great strides in new business and creative wins, and Shikha’s contributions have been significant in making this happen. Her journey within our agency exemplifies our commitment to nurturing and recognizing internal talent, and her elevation is a well- deserved recognition. We can’t wait for the amazing journey we have ahead at 22feetTribal WW!” 

Meanwhile, Alex commented, “This agency in its previous avatar was where it all started for me, and I made the promise to come back someday. I’ve come back not on the back of the promise I made but the promise 22Feet holds. The teams have built a reputation in being in the consideration set when you think about the top agencies in the country. Strategy is simply the process of charting the way forward and I hope I’ll play a part in our growth story through the work for our clients and the thinking behind it.” 

India – Air India, India’s global airline, today unveiled ‘Safety Mudras’, a new in-flight safety movie that blends safety instructions with India’s vibrant culture. The video features a dancing style that is on display and provides a particular safety lesson, imparting important knowledge in an interesting and culturally relevant way. 

The video, which was created and produced in partnership with Prasoon Joshi of McCann Worldgroup, Shankar Mahadevan, and Bharatbala, is carefully designed to impart vital safety information, engage passengers, and highlight the richness and diversity of Indian culture.

Indian folk art and classical dance have been used as teaching and narrative tools for ages. The latest in-flight safety film from Air India blends safety instructions with eight different dance forms from throughout the nation: Bharatnatyam, Bihu, Kathak, Kathakali, Mohiniyattam, Odissi, Ghoomar, and Giddha.

A young female passenger is shown in the video being warmly greeted by an Air India cabin staff member, and her attention is brought to the Air India “Vista,” a golden window frame that was revealed last year as a key component of Air India’s new global brand identity. A beautiful cultural display opens up before her as she glances playfully through the ‘Vista’.

The video, which features music by singer-composer Shankar Mahadevan, urges viewers to experience a combination of culture and safety. This project, which took place over the course of six months, required the creators to journey throughout India and visually capture the essence of the nation through captivating places.

Modern in-flight entertainment screens on Air India’s recently launched A350 aircraft would be the only place where passengers may first view the safety movie. It will gradually be installed on further Air India planes.

Speaking about the safety video, Prasoon Joshi, chairman of McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup, said, “Tasked with the challenge to create a concept that keeps passengers engaged, embody Indian culture and elevate the Air India brand globally, we went to great lengths to poise the essential and the evocative. Indian classical dance forms have one unique dimension – storytelling. And that is what made me think of this idea of using these Indian dance forms to deliver the safety instructions for air travel.” 

He added, “I am fortunate that this idea found resonance with the fantastic Air India team. And, with a longtime friend and ever brilliant Bharatbala who really made this thought possible. It’s indeed a matter of pride for McCann to work with Air India.” 

Meanwhile, Shankar Mahadevan, singer and music composer, expressed, “I am very happy I got to create the music for the safety instruction video for Air India. With the new chapter of Air India, their safety instruction video too is pathbreaking and very culturally rich. It is a combination of the various dance forms from India – with the dancers demonstrating the safety briefing actions by way of mudras. The music changes as per the dance form as well. Cheers to Air India for creating something that has never been done before, I am very proud to be a part of this.” 

Furthermore, Bharatbala, Indian film director, producer and screenwriter, stated, “Having previously worked on projects that showcase the cultural diversity of India, this nuanced opportunity from Air India, enabled me to present our timeless classical and folk-art forms with a contemporary vision. We are an ancient country but with a modern outlook. And for India’s leading global carrier, Air India, to communicate a safety mandate in this manner brought even more responsibility on me to create a spectacle.” 

“Filming across the beautiful landscapes and monuments, giving each dance form its place of pride, is truly an enriching experience. This journey enables the passengers to experience India visually, musically, and emotionally on a grand canvas. This film will be etched as one of my special creations and I hope will be an added feather in the rich legacy of Air India. Welcome on board!” Bharatbala added. 

India – Sociowash, an integrated advertising agency, has earned the digital mandate for Tide Arabia, the UAE’s laundry detergent brand. The agency will be in charge of enhancing the brand’s digital presence through the development and implementation of strategic creative methods.

The Mumbai team of Sociowash will oversee the account. As part of this strategic alliance, the agency will be in charge of carrying out campaigns that will raise brand memory and engagement in order to increase the brand’s digital share of voice. In order to help the company accomplish its goals, Sociowash will increase its online visibility and connect with its intended audience. 

Speaking about the mandate, Raghav Bagai, co-founder of Sociowash, said, “Tide is the most prominent name when it comes to laundry detergents, globally. We are elated to have been chosen to manage the digital landscape for Tide Arabia. We are confident that our team’s extensive experience and expertise in FMCG brands will help redefine and elevate the brand’s digital positioning in the region. Together, we can create an impact that goes beyond what has been achieved before, reaching new locations, setting new benchmarks, and adding genuine value for the brand.” 

Meanwhile, Arushi Sethi, brand director of Tide Arabia, said, “With Sociowash, Tide Arabia looks forward to leveraging new technologies and tactical digital strategies; to further cement our position as a leading laundry detergent brand. We are excited to collaborate and craft engaging campaigns, increasing audience engagement and elevating our overall digital presence.” 

India – Smartphone brand Motorola in India has appointed Dentsu Creative as its creative agency. The agency won the mandate following a multi-agency pitch and will service the brand from its Delhi office.

As per the mandate, Dentsu Creative will spearhead a wide spectrum of services across digital and mainline platforms. This includes roposition development, reporting & competition benchmarking, planning & strategy decks, social media creatives, media requirements encompassing digital, ATL (above the line), and retail, as well as ORM (online reputation management) and social listening.

It is pertinent to note here that Dentsu Creative PR and iProspect, both agencies from dentsu India, handle the PR and media mandate for Motorola India, respectively. The addition of Dentsu Creative as the creative partner marks a strategic enhancement to the brand’s integrated campaign approach, reinforcing its overall marketing strategy.

Commenting on the partnership, Shivam Ranjan, marketing head at Motorola Asia Pacific said, “We are excited to onboard Dentsu Creative as our creative partners, their innovative approach, digital-first thinking and strategic acumen make them the perfect partner to accelerate Motorola’s core business narrative. Their in-depth research capabilities, industry expertise and creativity seamlessly align with our vision. We look forward to collaboratively delivering impactful and memorable campaigns to our audience.”

Meanwhile, Ujjwal Anand, managing partner at Dentsu Creative India, commented, “We are honored and excited to commence this creative journey with Motorola India. We are optimistic that our belief in modern creativity, an approach that resonates with today’s dynamic landscape, will contribute to the success of meaningful campaigns for Motorola.”

Anand added, “Our commitment is to seamlessly blend storytelling, data, media, and technology, ensuring a captivating brand experience that surpasses expectations. We look forward to crafting innovative narratives, breaking traditional boundaries, and contributing to Motorola’s success in the vibrant and ever-evolving Indian smartphone market.”

Mumbai, India – Global consumer electronics company Samsung has recently announced the inauguration of its first online-to-offline (O2O) store in India at Mumbai’s Jio World Plaza mall. This new store inauguration aims to strengthen the company’s grip in the Indian electronic market.

The store, called Samsung BKC, will showcase Samsung’s top-of-the-line premium products through unique curated experiences and real-life scenarios. Moreover, the new store will feature Samsung’s premium portfolio ranging from smartphones to televisions, refrigerators, washing machines and other products, leveraging the power of Samsung’s AI ecosystem.

According to Samsung, Samsung BKC aims to re-imagine the retail shopping experience and unlock new possibilities for their customers by bringing the best of both online and offline worlds. 

Moreover, it also noted that Samsung BKC store extends the convenience of online by offering the widest selection of products with over 1,200 choices from an online digital catalogue while also enjoying assistance by in-store staff. These products can be also delivered not just in Mumbai but anywhere in the country.

Samsung BKC is divided into eight unique lifestyle zones that showcase to customers how Samsung products, individually and as part of Samsung’s connected multi-device ecosystem (SmartThings), can offer convenience to them. These zones cater to different passion points, ranging from gaming and entertainment to art and yoga to cooking and laundry management.

JB Park, president and CEO at Samsung Southwest Asia, said, “Today’s customers, especially Gen Z and millennials, are seeking premium products and unique experiences. They want to interact with the brand and its products, touch, feel and create. This is what Samsung BKC is all about.”

He added, “We have curated never seen before experiences in eight unique zones that include all our AI experiences to excite people across segments. Here, customers will get a feel of our expansive connected devices ecosystem and our cutting edge technology. Samsung BKC will also organize ‘Learn @ Samsung’ workshops, bringing together Samsung’s innovations with people’s passions.”

India – Dentsu Creative India has acquired the digital rights to Sony Entertainment Television, Sony SAB, Sony MAX, and Sony MAX 2. The agency will be in charge of managing these brands’ online presence and marketing efforts across multiple social media platforms, including Instagram, Twitter, and Facebook. 

The account was awarded to Dentsu Creative India following a thorough review involving several agencies. The agency’s Mumbai branch will oversee the channels, working closely with the corresponding brand teams to create and execute innovative digital strategies. 

Following the mandate, Dentsu Creative India will offer digital strategy, creative quality, and data-driven insights by utilising its client-centric approach and marketing tech consultant skills. This all-encompassing strategy is intended to achieve the four channels’ business goals as well as to establish a strong rapport with the target market, indicating a potentially fruitful partnership between the agency and the entertainment companies. 

Speaking about the partnership, Vaishali Sharma, head of marketing and communications, Sony SAB, Sony Entertainment Television, & Sony MAX Movies Cluster, said, “As iconic content creators at the forefront of bringing diverse themes to vast audiences, we’re delighted to join hands with Dentsu Creative India to propel our brands towards unprecedented growth and creativity, establishing new benchmarks in the digital entertainment ecosystem.”

Nikhil Kumar, managing partner (West) at Dentsu Creative India commented, “We are delighted to partner with the most respected and admired channels in the entertainment industry. This collaboration is a testament to our digital-first mindset and our ability to deliver integrated and seamless solutions backed by tech & data. It’s a further testament to the quality of teams who mounted this pitch & their ability to come together to address the brand challenges at play. Truly a proud feeling for all of us & we are looking forward to scaling this partnership to even greater heights.”

New Delhi, India – Advertising agency Cheil India announced it has won the mandate for Gourmet Investments Pvt. Ltd. (GIPL) to create a digital campaign to launch their new restaurant brand, P.F. Chang’s, in India.

Cheil India’s digital campaign for GIPL leveraged the CGI format to bring attention to P.F. Chang’s launch. Standing 30 feet tall, the computer-generated version of P.F. Chang’s golden horse mascot known as ‘Standing Guard’ was stationed outside of the CSMT station in Mumbai.

The Standing Guard CGI version also roamed the streets, soon stopping at its destination at The One World Place, Lower Parel, where the new P.F. Chang’s restaurant in India is located.

Cheil India’s partnership with GIPL comes as the agency continues to grow its roster of clients through its assortment of creative, media, data, activation, and retail capabilities.

Ramit Bharti Mittal, executive chairman and director at Gourmet Investments Pvt. Ltd., said, “We are excited to bring P.F. Chang’s to India, and our search ended with appointing Cheil India for this campaign. We hold a curious and celebratory attitude towards food and the experience, which has allowed P.F. Chang’s to win over hearts of people not only with the distinct menu but also the soulful hospitality. We’re excited to do the same in India. We have full confidence in Cheil’s capabilities in handling the P.F. Chang’s India launch campaign, and we are looking forward to this association.”

Meanwhile, Amit Nandwani, national creative director at Cheil India, said, “When it came to announcing the brand’s arrival in Mumbai, we wanted to cut through the clutter in the digital space. Rich CGI format seemed like a great option, but then we wanted to go beyond the usual format. So, we created a narrative using the mascot that could pique the curiosity of the netizens and start conversations on social media.”

Speaking on the campaign, Neeraj Bassi, chief growth officer at Cheil India, also said, “P.F. Chang’s is a renowned brand loved all over the world, and we are excited to partner with Gourmet Investments Pvt. Ltd. for announcing their arrival in Mumbai. They are known for their unique, original taste and flavour, and we wanted their India launch campaign idea to reflect the same distinctness. We are eager to create work that sets new benchmarks within the food and beverage industry. This partnership is also a first for us in the F&B category, which is a dynamic space.”