Tag: India

India – Mars Wrigley India has collaborated with marketing agency DDB Tribal on its newest television commercial campaign for its 25-year-old fruity bubblegum brand, BOOMER. 

The new campaign is built on the brand’s theme of creating little moments of fun and its jingle, ‘BOOM BOOM BOOMER’, evolving its humorous essence to ‘Har pal fun kar, Boom Boom Boomer! ’ but with a spooky twist. 

The digital film highlights the brand’s humor combined with a little eeriness and features the calm and composed star pacer Jasprit Bumrah, also referred to as ‘Boom Boom Bumrah’ for his bowling, to provide a haunting yet hilarious television commercial. 

The film is available on TV and digital platforms in eight languages, including Hindi, Bengali, Gujarati, Kannada, Malayalam, Marathi, Tamil, and Telugu. 

Announcing the latest collaboration, Varun Kandhari, director of marketing and customer marketing, at Mars Wrigley India, said, “With over 25 years in India, Mars Wrigley’s BOOMER® is a legacy brand that has been holding a strong sense of nostalgia among Millennials and Gen-X consumers for decades. Through this new collaboration with one of the finest cricketing talents of India, Jasprit Bumrah, the brand aims to inspire moments of happiness in the brand loyalists and attract the Gen-Z audience by showcasing BOOMER® as the preferred indulgent gum.”

Expressing his excitement about the collaboration, Jasprit Bumrah adds, “Teaming up with such an iconic brand brings back incredible childhood memories and takes me down memory lane. From playing with friends to representing India on the international platform, BOOMER® has been my constant companion. Through this latest TVC, the brand perfectly captures moments of joy that it has been adding to our lives for years and delivers a fun-filled experience to the audience.”

Speaking on the latest campaign, Iraj Fraz, creative head at DDB Tribal, also said, “BOOMER® isn’t just chewing gum; it’s a hack to unlocking unlimited fun. Hence, the brand platform of ‘Har Pal Fun Kar’. This is an extraordinary story of Boom-Boom-Bumrah turning a scary moment into hilarity, starring in a supporting role a never-seen-before creature imagined by Director Sukriti Tyagi in collaboration with the Mars and DDB teams. The campaign is building a world of ‘anytime fun,’ and BOOMER® fans will interact with a lot of fresh and amusing content featuring India’s favorite seamer, Jasprit Bumrah.”

Mumbai, India – Hypothesis, OML’s influencer intelligence platform, officially announced its groundbreaking module, DiscoveryOS, a creator discovery platform set to transform how brands and agencies connect with authentic creators. 

DiscoveryOS is a search engine that aims to redefine the way brands discover and collaborate with influencers by harnessing the power of data through its AI-enhanced search. It is set to become a transformative leap towards influencer collaborations by offering seamless access to the in-depth insights of millions of global creators. 

This cutting-edge platform empowers marketers to choose trustworthy influencers from its growing database of over 210 million, ensuring their campaigns reach real people, not bots. This represents a paradigm shift in influencer marketing workflows by enabling impactful and measurable campaigns at an unprecedented scale. 

Furthermore, DiscoveryOS also offers a data-backed approach to influencer discovery, which ensures brand safety and authenticity. The platform will allow brands to identify trending and upcoming influencers that fit their needs by looking at their growth rate, previous collaborations, or audience affinity. 

Among the key features of DiscoveryOS are its large searchable database, which enables brands to reach a more diverse pool of talent and audience; advanced filters that can fine-tune search and pinpoint creators that align with the target; and a proprietary GAP score metric that can evaluate a creator’s authenticity and engagement. 

The platform also leverages AI and ML capabilities to help brands find lookalike creators based on topics and audience, offers detailed creator insights, and can monitor the month-to-month growth of creators to ensure a successful collaboration. 

Gunjan Arya, chief executive officer and board member at OML Entertainment, said, “At OML, our unwavering commitment to driving innovation in the creator economy fuels our pride in Hypothesis and its groundbreaking achievements. DiscoveryOS stands as a testament to our vision, offering a comprehensive end-to-end solution to the challenges prevailing in the influencer marketing domain. By meticulously addressing pain points and streamlining the entire process, this cutting-edge platform is poised to revolutionize branded content creation and elevate the landscape for creators to new heights.” 

She added, “DiscoveryOS is set to redefine the influencer marketing landscape, paving the way for unparalleled brand partnerships and authentic connections with audiences. As pioneers in the industry, we take immense pride in unleashing the true potential of influencer marketing, shaping a future where brands and creators can thrive together, hand in hand.” 

Meanwhile, Himani Agrawal, senior vice president of product and analytics at Hypothesis, further added, “Creator Discovery is the first and most crucial step to building a robust campaign that can result in effective and efficient ROI for brands, if executed right. Brands are struggling with finding the right creators, with the right target audience, for their brand’s marketing objectives. Hypothesis’ DiscoveryOS with its advanced search capabilities allows brands to do just that.” 

“Hypothesis is a first-of-its-kind platform that tackles the pain points of limited access to verified creator information and the ability to navigate through ‘the many’ to find ‘the one’. It’s positioned as a powerful catalyst set to revolutionize branded content creation through data driven decision making. Hypothesis aims to herald a new era of meaningful collaborations that will spark unparalleled creativity in putting the brands’ messaging in front of the right audience in the most engaging manner,” she continued. 

Mumbai, India – Global automobile brand Mahindra has announced a new sonic identity dedicated to its new lineup of electric vehicles. For the car brand, the new sonic identity aims at embodying Mahindra’s pursuit of sustainability and caring for the planet, resonating with the brand’s commitment to innovation and excellence.

The new sonic identity, conceptualised alongside music composer AR Rahman, extends far beyond the brand anthem, encompassing over 75 unique sounds tailored for various aspects of Mahindra’s forthcoming all-new portfolio of global electric SUVs. 

These sounds include interior and exterior drive sounds, experience zone modes, infotainment cues, and functional signals such as seat-belt alerts and turn indicators. Each sound has been meticulously crafted to align with Mahindra’s brand and connect with the customers through music and lifestyle.

The goal for this sonic identity was to mix cutting-edge tech with a harmonious in-car experience, simulating vehicle sounds while keeping passengers attuned to their driving mode. This formed a harmonious blend that captivates the soul and complements visual enhancements such as active ambient lighting and high-resolution animations.

In addition to this launch, Mahindra also teamed up with electronics company HARMAN and Dolby Laboratories to bring Dolby’s Atmos® Audio to Mahindra’s electric vehicles.

Rajesh Jejurikar, executive director and CEO of auto and farm sectors at Mahinda & Mahindra, said, “We are delighted to have AR Rahman, a global music celebrity and Academy Awards winner, collaborate with us to create a sonic identity and brand anthem for Mahindra’s forthcoming range of all-new Born Electric Vehicles.”

He added, “The sounds reflect a musical extravaganza that embodies our brand’s heartbeat, values, and vision. The new sonic identity and brand anthem marks a significant step in connecting with our new age customers through the universal language of music.”

Meanwhile, Rahman commented, “When I see innovative electric vehicle designs abroad, I often wondered why India hadn’t’ yet taken that leap. Collaborating with Mahindra changed that perception for me. Beyond their remarkable designs, they valued my insights on the sonic experience, emphasizing both empowering experience and the immersive feel of being in an eco-friendly, silent SUV at par with the best in the world.”

He added, “Our partnership goes beyond merely crafting sounds; it embodies the essence of an Indian innovation at par. While I’ve used instruments from Japan, America, and Europe, witnessing India emerge as a leader with pioneering innovations fills me with immense pride. In collaboration with Mahindra, our aim is to deliver a sonic experience that’s both global and uniquely Indian – a sound that resonates with pride and celebrates India’s significant transformation.”

India – Manzoor Alam has been appointed the new executive creative director (ECD) of Dentsu Creative India. Manzoor will be located in the agency’s Gurgaon office and will lead creative teams dedicated to clients such as Honda Cars, Max Healthcare, Catch Spices, Royal Stag, 100 Pipers, Herbalife, Hamdard, and Carlsberg, among others.

He will directly report to Joy Mohanty, chief creative officer of North at Dentsu Creative India.

Alam’s focus will be on developing the agency’s creative talent pool, as well as establishing it as a point for innovative, and high-calibre work, with a strong emphasis on modern creativity and the goal of cultivating a vibrant and forward-thinking creative culture that will enable the agency to craft campaigns that deeply connect with its clients.

Alam’s 20-year career has included stints at agencies such as McCann and Rediffusion, as well as his most recent stint at Lowe Lintas, where he created creative works for a variety of brands. Specifically, he made Google’s products, including Google Search, Google Photos, Google Assistant, Google My Business, and Google Voice, as well as other businesses such as those of OLX, HP, Maruti Suzuki, and GoDaddy.

Speaking about the appointment, Mohanty said, “Manzoor’s exceptional journey showcases a wealth of experience and an extensive portfolio of accomplishments with leading brands such as Google and OLX, as well as numerous start-ups and tech ventures.”  

He added, “His unique ability to infuse his ideas with a strong sense of humanity has endeared him to brands across the spectrum. We are thrilled to have him on board and are certain that he will be instrumental in taking our goals of Modern Creativity to new heights.”

Meanwhile, Alam stated, “In today’s ever-evolving consumer landscape, it is important to consider both the ‘when’ and ‘how’ of every idea. This calls for a cohesive and integrated approach to deliver our concepts effectively. Dentsu Creative India’s philosophy of ‘Modern creativity’ synchs well with this emerging trend.” 

“The organization’s strong emphasis on digital-first, tech-driven initiatives, and data-backed solutions amplifies the potential for impactful ideas to flourish. This is exactly what has drawn me towards Dentsu Creative India. I am excited and look forward to embarking on this inspiring journey,” he said. 

India – Talented, an indie agency Gautam Reghunath and PG Aditiya established,have announced the opening of ‘The New Thing’, a new marketing agency with a focus on social and cultural marketing. The addition of Viren Noronha as a co-founder and contributor, who previously oversaw the social charter at Swiggy and Tinder, heightens the anticipation for this project. 

The New Thing’s main goal for their brands is to facilitate the creation of cultural conversations and impact on social media, acknowledging the rarity of brands getting it right, while unhesitatingly adapting to the ever-changing internet landscape.

During the launch of the new marketing agency, Viren Noronha, said, “Getting social right is hard. And, the way agencies and brands look at it needs a desperate refresh. My experience at Swiggy & Tinder showed me evidence of a crucial shift – it’s not about what your brand is saying, it’s about what people are saying about your brand.”

“To keep yourself relevant you need to lean into those conversations. You need to contribute to internet culture with your content. And, you need creators who do that for themselves every day, as part of your team,” Noronha said. 

He remarked, “Look at some of India’s most popular campaigns over the last few years – It’s not that people hate advertising, they just hate boring ads. Great advertising or social doesn’t force your audience to talk about you, it invites them to. And it certainly doesn’t need ‘30 posts a month’ to do that.” 

He added, “The New Thing wants to help brands be in charge of those conversations, whether it’s ‘daily social’ or ‘spike campaigns’. We want to make brands work for the internet, not the other way around. I’m now excited to begin with colleagues and partners who, like me, believe that social done right is a growth function, not a cost centre.”

Speaking of their new agency, Gautam Reghunath & PG Aditiya founders of Indie Agency Talented, said, “Viren has executed some of the most talked about social-first campaigns in India but we think he’s been masquerading as a brand-side marketer & an agency-side creative these last few years. Now in his avatar as a creative entrepreneur, we simply want to liberate him and his founding team and help them launch the social and culture agency of their dreams.”

“There’s a clear reason why we’re launching this as a separate agency. Right from the kind of talent needed to workflow and processes, it’s become evidently clear that specialised social-first creative mandates for brands have to be run very differently from wider creative mandates. It’s equally exciting to see what an agency staffed & run entirely by creators looks like,” they explained. 

Speaking about their ambition, they added, “This model is how we currently envision scaling Talented & our brand – by enabling creative entrepreneurs their own platform to build from, instead of assuming we can simply incubate a new practice internally by ourselves. At the core of our new  ‘Talented grid of agencies’ will sit Talented itself – an ideas shop, a medium-agnostic creative agency staffed by the brightest creative talent in the market.” 

“Specialised agencies like The New Thing and potentially others in the future will be organised under and report into Talented – therefore having the ability to tap into this grid of shared services, while continuing to run as independent shops with their own unique personalities and specialisation,” they added. 

Noronha also added, “Funnily, The New Thing is both the company’s name and the heart of its business model. The name holds us accountable to our own definition of disruption – to do things so different that it destroys the old methods.” 

He added, “To brands, it offers instant clarity on who we are – a shorthand that communicates that we’re not shy about keeping up with trends and how the internet is moving. “So, our clients shouldn’t be either. The New Thing is going to change how social media can work for brands in India.”

India –  Food and beverage company Adani Wilmar has unveiled the comeback of Kohinoor Basmati Rice in their latest campaign aimed to revive the passion for dining and meals within consumers. 

For this campaign, Adani Wilmar teamed up with advertising agency DDB Tribal and ad-filmmaker Prakash Varma for a 40-second film titled ‘Khushboo Kuchh Khaas’, which helps viewers visualise the aroma of Basmati. 

In the film, the diners are all minding their own business until the server comes with biryani made with Kohinoor Basmati rice, exuding an aroma that distracts everyone’s attention in a quirky fashion. 

Commenting on the campaign, Vineeth Viswambharan, associate vice-president of marketing & sales at Adani Wilmar, said, “Our campaign for Kohinoor Rice aims to forge a deep emotional connection with consumers by highlighting its captivating aroma and lineage.Setting a new benchmark for creative storytelling, the film has no dialogue,voice overs, or text, yet it communicates in a universal language of music & visualisation which is instinctively understood across the country, while powerfully communicating brand USPs.” 

Meanwhile, Iraj Fraz, Creative Head of DDB Tribal, also mentioned, “Kohinoor Basmati is the most exquisite aromatic rice, and aroma isn’t an experience that’s easy to explain. It has notes, a harmony, an intro, and an encore. Perhaps this is why we can describe an aroma as a symphony. Just as an orchestra needs a master conductor, we had Prakash Varma tell the story, in his signature style.”

India – Dentsu Creative India has won the social media management responsibility for Dailyhunt’s latest and dynamic short-form news feed, Xpresso. Dentsu Creative India is tasked with creating persuasive digital communications for Xpresso in accordance with the given mandate.

To increase the influence of the brand, the mandate includes managing social media platforms, digital designs, and content marketing methods.

Dailyhunt’s app, Xpresso, provides short-form news, updates, and trends in a fun format. It does this by catering to the dynamic and tech-savvy younger users’ evolving content preferences by providing a visual news experience with images, videos, and more to keep them up to date on the most recent developments.

Bhagyashree Saini, marketing director at VerSe Innovation, expressed, “We are thrilled to partner with DENTSU CREATIVE India to further strengthen the digital presence of Xpresso, Dailyhunt’s captivating short-form news feed. By leveraging their expertise, we aim to elevate Xpresso’s social media presence and provide an engaging experience for our users.”

She added, “As today’s young demographic becomes increasingly driven and passionate about news consumption, this collaboration will enable us to effectively connect with our audience through captivating digital designs and impactful social media content, enabling them to stay informed and entertained at the same time. We look forward to a fruitful partnership with Dentsu Creative India.”

Meanwhile, Sahil Shah, President – Digital Experience, DENTSU CREATIVE India, commented, “Xpresso is quick, snackable & immersive, and above all, it’s made for today’s modern consumers. And that’s exactly how we want our marketing efforts to be. We are truly excited about how our ideas can seamlessly blend with the app’s overall thematic and I look forward for us to scaling the app marketing endeavours through fast and impactful campaigns.” 

“Also, welcoming Xpresso to our DC universe is a great validation for us, as it showcases the trust such new-age brands like Xpresso are putting in Dentsu Creative. We are thrilled to take this journey forward and make magic happen,” Shah added. 

Speaking of the partnership, Manika Juneja, managing partner at DENTSU CREATIVE India, said, “We are delighted to partner with Dailyhunt’s Xpresso to establish its digital presence. Creating content for a content platform that makes News Easy, Visual & Fun is a challenging task, and we look forward to creating exciting work that builds the brand and business.”

Mumbai, India – Deep Singh has been promoted to the position of national head of strategy of Omnicom Media Group India. He recently served as the strategy lead for PHD India, a post he has held since February 2021.

In his new role, Singh takes on a cooperative journey with the group’s CEOs and chief growth officer in an effort to meet growth targets and develop new business possibilities. His primary objective will be to promote the wider use of the Omnicom platform for marketing and analytics to produce increased business results.

Singh will be in charge of attending to the strategic requirements of OMD and PHD India’s important clients, utilising the agency’s solutions to discover potential and build a market position for Omnicom Media Group while working with important stakeholders to simplify complexity.

Singh has experience spanning 17 years in advertising, media, brand management, process consulting, and teaching. He previously held the position of leading the strategy product at Mindshare, overseeing the success of brands such as GSK, PepsiCo, Unilever, Dyson, Pizza Hut, KFC, and Urban Clap in the North and East regions. Additionally, he has contributed his expertise in various capacities at J. Walter Thompson Worldwide and Elephant Design. 

Speaking of his appointment, Singh expressed, “I am excited to take on this role and help accelerate OMG India’s strategic footprint. Agility and strategic superiority are paramount in maintaining a competitive edge and I’m keen on leveraging these frameworks to meet the growing needs of the marketplace.” 

He added, “My focus will be on leading the organization’s strategic initiatives and ensuring that we navigate the areas of emerging possibilities to deliver scalable business solutions and growth for us and our clients.”

India – Dentsu X has announced the appointment of Jose Leon as its new chief executive officer (CEO). Leon will leverage his expertise in digital transformation, combined with the network’s best-in-class media, analytics, technology, and content capabilities.

His primary focus will be empowering clients through media campaigns that create exceptional consumer experiences, drive transformative solutions through technology, and strengthen their businesses for increased top-line performance.

Moreover, he will mentor teams to strategize meaningful media campaigns in line with the agency’s unique promise, ‘Transforming by design,’ to enhance the brand-people connection.

Anita Kotwani, CEO of media, South Asia, Dentsu, expressed her excitement about Jose’s appointment; she believes Jose’s blend of technology and media acumen makes him a perfect fit for Dentsu X’s vision of creating valuable consumer experiences beyond mere media exposure.

In response to his appointment, Leon stated that Dentsu X’s purpose revolves around understanding people’s motivations beyond digital behavior, earning their attention, and driving action through integrated content creation, technology, data, and behavioral insights.

Meanwhile, Jose brings experience in accelerating growth and building revenues for brands across various industries. Before joining Dentsu X, he served as managing director at the Publicis Groupe for over five years and gained leadership experience in global technology giants like Adobe.

India – Popular audio streaming platform Spotify has appointed Supari Studios as its content marketing agency in India. Spotify India collaborates with Supari Studios to create engaging, culture-driven content that connects with diverse audiences all over the country.

Through the mandate, Supari Studios will be responsible for developing and executing compelling digital content marketing campaigns for Spotify India’s web and social platforms, in addition to other marketing initiatives. Since May 2021, Supari Studios and Spotify India’s marketing team have collaborated closely on the production of over 35 assets for important podcast, music, and brand projects.

Speaking on the appointment, Manoti Jain, chief operating officer at Supari Studios, said, “Kulfi Collective proudly unites with Spotify, a visionary brand reshaping the very fabric of music and culture. As masters of immersive storytelling, we’re excited to catapult Spotify’s brand presence to extraordinary heights, forging deep connections with its vibrant user base and offering unforgettable new brand experiences.” 

Meanwhile, Shirley D’Costa, chief business officer at Kulfi Collective, expressed, “We are thrilled to partner with Spotify to amplify its brand presence and engage with its ever-

growing user base. At Kulfi, we’re committed to providing clutter-breaking, culture-shaping brand solutions to our partners. Spotify operates at the intersection of music and culture, making it an incredibly influential brand, especially among Gen Z and millennial audiences.” 

She added,  “We’re very excited to deliver brand solutions driving engagement through content and social for Spotify.”