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Marketing Featured South Asia

BBH India welcomes Himanshu Saxena as new COO & MD

Mumbai, India – BBH India, an advertising agency under Publicis Groupe, has appointed Himanshu Saxena, former executive vice president and head of integration at McCann Worldgroup India, to be its new chief operating officer and managing director.

In his new role, Saxena will be responsible for BBH India’s developing talent, organisational tools, and new services, as well as steering these to acquire future-facing businesses.

Saxena brings over 29 years of experience across the communication spectrum, including advertising, marketing and sales, brand management, digital and social, and PR, as well as design, and market research. He has helmed country and multi-office leadership for some of South Asia’s leading organisations, including Lowe, McCann, Trikaya Grey, JWT, and Edelman, as well as IMRB, and Reliance Jio.

Commenting on his appointment, Saxena said, “I am both excited and honoured to join BBH. With its legacy of creating stunning work that has transformed not only brands but also categories, BBH India is truly built for the modern age of marketing. I am looking forward to scaling this further and bringing my experience and a fresh perspective to leading such talented individuals and ambitious clients.”

Meanwhile, Dheeraj Sinha, CEO of Leo Burnett South Asia and chairman of BBH India, shared that BBH India, with its legacy of modern, creative and effective solutions that are well-entrenched in the modern Indian zeitgeist, has built a reputation as a creative firepower in the country. 

“I am delighted to welcome Himanshu onboard. A talented leader known for his deep client relationships, his commitment to business innovation, and his operational acumen, Himanshu embodies the black sheep and zag philosophy that will further fuel this brilliant creative engine,” said Sinha.

In September 2022, BBH India also elevated Priya Gurnani and Arvind Menon to become the new executive creative directors. Both Gurnani and Menon were previously senior creative directors, and will continue to report to BBH India’s CCO and CEO, Russell Barrett.

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Marketing Featured South Asia

India-based air conditioning brand Hitachi names BBH India as new creative, advertising agency partner

New Delhi, India – Johnson Controls-Hitachi Air Conditioning India, a manufacturer of air conditioning products under the ‘Hitachi’ brand, has appointed advertising agency BBH India to be its new creative strategy and advertising agency partner. 

As part of the remit with BBH India, Hitachi aims to create high-decibel brand awareness and strengthen its brand leadership amongst the ‘New Informed World’ consumer.

BBH India won the business as part of a contested multi-agency pitch and will manage full-service responsibilities for strategic creative design and advertising. Moreover, the agency will also now spearhead the development of both consumer-focused and business-driven marketing campaigns for Hitachi’s HVAC and refrigeration solutions.

Nilesh Shah, senior vice president of business planning and marketing at Hitachi, shared that they wanted a strategic creative partner to help them strengthen their positioning as an Aspirational Premium brand by bringing in a fresh perspective to their brand proposition. 

“We look forward to this creative partnership with BBH and further building on our track record of memorable, creative campaigns across the target audience,” said Shah.

Meanwhile, Dheeraj Sinha, CEO of Leo Burnett South Asia and chairman of BBH India, commented that as a team, they are very proud and humbled to be chosen as a creative partner of India’s most aspirational and premium air conditioning brand. 

“We have a big task in front of us, as the brand is known for its stunning consumer campaigns and has consistently rolled out great pieces of creative work over the years. We are excited to co-create the next chapter of the brand story and level up the brand salience,” said Sinha.

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Marketing Featured South Asia

Dentsu Creative India boosts creative team with new leadership hires

India – Dentsu Creative India has announced the appointment of Dalip Daniel, as the new group executive creative, and Tulika Seth, as the new group creative director, to bolster its creative team. Both will be reporting to Joy Mohanty, chief creative Officer of Dentsu Creative India.

In their new roles, Daniel and Seth will be focusing on boosting the agency’s creative competence for its existing and prospective clientele. They will design ideas that ‘Create Culture, Change Society, and Invent The Future’ by keeping modern creativity at the heart of the business.

Daniel is a seasoned creative leader and has held leadership roles across agencies and radio stations like Ogilvy & Mather, GroupM ESP, and BIG 92.7 FM. He has worked for brands like Airtel, Nokia, Limca, Dabur, and Pepsi, as well as SONY, and Honda, amongst many others. In addition to this, he has also created branded content for TV shows and launched BIG 92.7 FM in North India.

Meanwhile, armed with over 16 years of experience, Seth has led creative teams at agencies like Lowe, TBWA, Grey, Innocean, and Humour Me in Delhi and Mumbai. Some of the brands she has worked with include Hyundai, Dunzo, LG, and National Geographic, as well as Henkel, and Anne French, amongst others.

Commenting on his appointment, Daniel said, “This is an exciting opportunity, and I am thrilled to be joining dentsu at such a pivotal time.”

Meanwhile, Seth also commented, “‘Wholly integrated’ is the key descriptor that has really got me excited. The work that has been coming out of the agency is truly inspiring, and I can’t wait to dive right in.”

Mohanty said, “Together with a superb body of work, Tulika & Danny bring with them a wealth of experience across formats. They will both play a key role in driving our agenda of creativity beyond silos. It is great to have them on board.”

Just recently, Dentsu Creative India announced the appointment of Benny Augustine as its new chief operating officer, where he will oversee the agency’s operations in India. His objective will be to build various frameworks, platforms, and business processes that promote efficiency and effectiveness for clients using modern creativity.

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Marketing Featured South Asia

ASCI, K&S Partners tie up to spotlight unfair trademarks practices used by brands

Mumbai, India – The Advertising Standards Council of India (ASCI) and intellectual property (IP) boutique K&S Partners, have joined hands to release a whitepaper titled ‘Misleading Advertisements and Trademarks – A Registration Conundrum’, which identifies the practice and instances of brands making misleading claims and representations through the use of trademarks.

Brands and advertisers often cite trademark registrations as a defence, these words or phrases mislead consumers. With this paper, ASCI and K&S Partners argue that such a defence is not valid, as making misleading representations violates the ASCI code, the Consumer Protection Act, and the Trade Marks Act itself. 

Moreover, the paper calls for greater scrutiny and restraint in permitting descriptive trademarks to brands, and to ensure that such trademarks are not a false representation of the product.

“At ASCI we see cases where the advertiser uses a trademark registration to defend their direct or implied claims, asserting that a trademark registration means that the claim is good in law. This is not true, and we would ask brands to be cautious in using untrue, exaggerated or misleading phrases to describe their products, whether trademarks or not,” said Manisha Kapoor, CEO and secretary general at ASCI.

Meanwhile, Prashant Gupta, partner at K&S Partners, shared that the issue concerning false, unsubstantiated, and dishonest advertisements, under the guise of descriptive or laudatory trademarks, is grave. 

“Protecting consumers from deception is one of the principal tenets of the ASCI Code, the Trade Marks Act, and the Consumer Protection Act. The Trademark Office needs to raise the threshold for descriptive or laudatory trademarks, failing which, protecting consumers’ rights from fraudulent marks and making informed choices would be severely compromised,” said Gupta.

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Marketing Featured South Asia

Experience marketing brand Things2do expands across four cities in India

India – India-based hyperlocal experience marketing brand, Things2do, has launched in four cities – Mumbai, Pune, Bengaluru, and Delhi. The brand is renowned for providing consumers with distinctive experiences across travel, lifestyle, aviation, food, and culinary.

According to Things2do, it has identified three sets of consumers, namely The Weekenders, who are always looking out for unique experiences to spend their weekends, The Explorers, who are in search of new experiences that they’ve not discovered, and The Aspirers, who want to update their lifestyle in a certain manner.

The brand currently caters to this set of audiences and provides a plethora of experiences to celebrate occasions, birthdays, anniversaries, weekends, topical days, and special events, and brings newness to their lives.

Roch Dsouza, CEO of Things2do, shared that the Things2do tribe is excited to diversify across newer cities after successfully being the discovery platform for experiences across ten cities; they have now successfully launched the experiences in four new cities and are seeing great traction, consumer insights, and needs that are coming through. 

“We express gratitude to all our partner brands for trusting us and introducing great curations and experiences, changing the face of the experiences industry. We are excited to be part of our consumer’s lifestyle journey and help them live a fulfilling life,” said Dsouza.

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Marketing Featured South Asia

Dentsu Creative India names Joy Mohanty as new chief creative officer

India – Dentsu Creative India has appointed Joy Mohanty as its new chief creative officer. In his new role, Mohanty will be instrumental in accelerating the agency’s growth trajectory in the North region. 

Moreover, Mohanty will be aligning with Dentsu Creative India’s ambition and work closely with the creative teams to build solutions that have the power to transform brands and businesses through the lens of Modern Creativity.

In a career spanning over three decades, Mohanty’s professional journey has been deeply rooted in Indian culture. He has worked on a host of brands such as Maruti Suzuki, Google, Nestle, and Absolut, as well as Thums Up, and HP, amongst others. In his previous roles, he held creative leadership positions in agencies like Publicis Capital and Lowe Lintas. Prior to joining dentsu, he also led Goldilocks – an agency from the Usha International Group.

Some of the notable campaigns Joy has worked on include Maruti Suzuki’s ‘Kitna Deti Hai’, Absolut’s ‘Colourless’, Google Maps 2-wheeler’s ‘Paaon Zameen Se Door Rahenge’, and Housing.com’s ‘Yahan Search Khatam Karo’, amongst others. He was also a part of the ‘Money Made Simple’ campaign for Google Pay and Google Assistant’s India launch.

Commenting on her appointment, Mohanty said, “I am excited to join forces with Ajay and Amit and be part of the superb talent hub they have turned Dentsu Creative into. An enviable list of clients makes this a big opportunity. I look forward to adding to the energy and doing some great work.”

Meanwhile, Ajay Gahlaut, group chief creative officer at Dentsu Creative, said that the agency is transforming into a powerhouse of creativity, and they are rapidly building capabilities to stay ahead of the curve in a dynamically evolving industry. 

“However, the tallest structures are built on strong foundations. Joy’s appointment is, thus, vital to our plan for times ahead. He is a veteran who has worked on some of the most groundbreaking campaigns. I am certain that his experience will bring solidity and wisdom into the fresh, bubbling cauldron of creativity at dentsu,” added Gahlaut.

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Marketing Featured South Asia

The Times of India reinforces togetherness with new Hindu festival campaign

India – To honour the Durga Puja celebration, which is an annual Hindu festival in India celebrated from 1 to 5 October, The Times of India (TOI), an Indian English-language daily newspaper under The Times Group, has launched a new campaign called ‘Maa Aashcen. Tumi Kothaye?’, which in English translates to ‘Maa Durga is coming home, where are you?’. This aims to celebrate togetherness and connection between loved ones during the festival.

Conceptualised by creative agency Wunderman Thompson India, the campaign showcases the feeling of belonging, togetherness, and reaching out to dear ones, who can’t be with their families this year during the festival. Loved ones will urge those separated to continue with the celebrations wherever they are. The idea is to remind them that they are with their families during this festive period and that is the real essence of Durga Puja.

The print campaign brings this alive by showcasing visuals of two friends connecting through a symbol of joining their hands to form a heart, while the video campaign is a tale of two friends, who now live in two different cities – Mumbai and Kolkata. The film also features actress Priyanka Sarkar and dancer, actress Sreenanda Shankar as friends who share their story of separation and how Durga Puja unites them.

Additionally, in an endeavour to connect with readers to celebrate with missed loved ones, TOI has invited them to share the pictures on www.phireyeshokolkata.com. Hundreds of entries from Kolkatans and Bengalis across the cities have been received. Select quotes have been featured in the newspaper.

Kaustuv Chatterjee, brand director of TOI and Languages, said, “TOI, India’s most trusted news brand, has always celebrated the incredibly rich socio-cultural fabric of our country. Durga Puja is one of the largest festivals in the nation, in which people from all sections and communities participate and come together, not just Bengalis, to seek Durga Ma’s blessings.”

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Marketing Featured South Asia

Germany-based Deutsche Bank to open first representative office in Bangladesh

Bangladesh – Germany-based financial service provider Deutsche Bank will be expanding its global network with the launch of its first representative office in Dhaka, Bangladesh. With this new market entry, Deutsche Bank’s regional footprint in the Asia Pacific will now span 15 diverse markets.

The representative office will be focusing on supporting multinational corporate clients, predominantly exporters to Bangladesh. The bank has hired Syed Naushad Zaman, formerly deputy head of the Commerzbank Representative Office, to be the new chief representative officer at Deutsche Bank in Bangladesh.

According to the Embassy of Bangladesh, Germany is the largest trading partner of Bangladesh in Europe and the second largest globally. German exports to Bangladesh have tripled in the past 25 years.

“We continue to grow and invest in our business in the Asia Pacific. We are proud that in our 150th anniversary in the Asia Pacific, we are welcoming the 15th market to our strong regional network. With its fast-growing economy, we enter this market to support its increasing participation in regional and global trade,” said Alexander von zur Muehlen, Deutsche Bank’s CEO for APAC and member of the Management Board.

Meanwhile, Atul Jain, Deutsche Bank’s global co-head for trade finance and lending, noted, “Bangladesh is an increasingly strategic market for both our global multinational and German corporate clients. This representative office reflects our firm commitment to support our clients’ evolving risk management and financing needs in this dynamic growth market.”

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Marketing Featured South Asia

India-based ‘Lifestyle’ inspires fashion lovers to elevate their style in new campaign

India – India-based retail fashion brand Lifestyle has launched its new campaign, with an aim to encourage all fashion lovers to elevate their style with the brand’s latest collection ahead of the seasonal celebrations.

Called ‘Glam up & Style up’, the campaign is comprised of two quick, snappy, and fun 15-second digital-only films, which were conceptualised by Wunderman Thompson Bengaluru. Both films showcase the stylish range of season must-haves available at Lifestyle with a high celebratory vibe, almost like the trending reels made by fashion influencers around the world.

Inspired by the reel format, the brand intends to leverage the current trending format of a short-form social video as a new way of engaging with its customers. Each of the two films features four stylish ensembles from Lifestyle’s latest range with the transitions choreographed in easy and fun dance moves. The original upbeat background track of the film adds to the vibe, urging everyone to groove in style this festive season.

Lifestyle said that it intends to amplify the campaign through multiple celebs and fashion influencers grooving to the peppy track from the film and recreating the video in their own style. With the launch of this campaign, the brand intends to highlight the importance of having fun while you explore your options at Lifestyle, becoming the brand of choice this festive season.

Rohini Haldea, assistant vice president and head of marketing at Lifestyle, commented that they are delighted that this festive season their customers will discover Lifestyle’s on-trend styles through an entertaining film, to flag off a series of celebrations. 

“This is the first time that the brand has taken inspiration from a trending social media video format to break the festive clutter and engage with its shoppers in a fun and unique way. We are very excited and invite all our shoppers this season to not just style but groove in style with Lifestyle,” said Haldea.

Meanwhile, Priya Shivakumar, senior national creative director at Wunderman Thompson India, shared that it’s that scrolling through-your-phone-and-stumbling-upon-that-reel-you-just-can’t-skip moment they were looking to recreate through the lens of a brand with style at its heart. 

“Lifestyle’s eye-catching new collection also unveils its range of exciting festive looks. With music you want to dance to and clothes you want to reel, Lifestyle looks to make you sway to its beats and recreate your own reel moment, giving yourself many ways to glam up and give yourself a style upgrade,” said Shivakumar.

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Marketing Featured South Asia

India-based Uncle Delivery names Madison Media Alpha as new media agency of record

Mumbai, India – India-based delivery app Uncle Delivery has appointed Madison Media Alpha, a unit of Madison World, as their official media agency of record (AOR). 

As part of the remit, Madison Media Alpha will strategise and manage all forms of media for Uncle Delivery, including outdoor, digital, and traditional media.

Uncle Delivery entered the market in 2021 as a way of empowering Small and Medium Enterprises (SMEs). With a mobile and web app, a network of trusted drivers, and a fleet of couriers just a click away, Uncle Delivery aims to become the fastest on-demand delivery service in India. 

“As a start-up in a highly competitive on-demand delivery domain, we were looking forward to having an agency as a partner who not only help us in execution of different campaigns but also advise us to utilise our resources effectively and efficiently. I think Madison has got that perfect understanding of local dimensions and that is helping us a lot,” said Sourabh Chatterjee, founder and executive director of Uncle Delivery.

Meanwhile, Vishal Chinchankar, CEO of Madison Digital and Madison Media Alpha, said, “It is fascinating to me that Uncle Delivery strives to deliver fast, reliably, while prioritising the safety of its partners in this competitive market. I’m thrilled to have Uncle Delivery on board and look forward to working with them to deliver innovative and meaningful projects.”