Marketing Featured South Asia

TBWA\India appoints Ranjeev Vij as executive director for North operations

Mumbai, India – Advertising agency TBWA\ India appoints Ranjeev Vij as executive director for its North operations to further drive a growth strategy for the agency. Simultaneously, Vij was appointed as managing director of Nissan United 3.0, the dedicated marketing agency for the Nissan brand by TBWA\ to further elevate the impact of the team.

Vij brings with him a strong background in advertising, digital, data and PR working across the markets of United Kingdom and India. In his last stint, he was with Adfactors PR as digital evangelist where he led the digital-first integrated creative mandates and helped in scaling up its digital practice.

He has also worked with marketing and advertising agencies Ogilvy, McCann, BBDO and information technology consulting company Cognizant amongst others. 

Govind Pandey, chief executive officer at TBWA\India said that Ranjeev’s expertise will further accelerate the agency’s ambition to be the leader in total brand experience and disruptive thinking.

Meanwhile, Vij said that the success of brands will be achieved if there is an ability to harness various aspects such as creativity, data, design, technology, experience, commerce, and advertising. 

“I look forward to utilising my diverse experience and propelling our clients’ business forward,” he added.

Aside from Nissan, TBWA\’s global clients include adidas, Apple, Gatorade, Henkel, Hilton Hotels, McDonald’s and Singapore Airlines.

Last month, TBWA\ India has also appointed Russell Barrett as its chief creative experience officer.

Marketing Featured Southeast Asia

Singapore Airlines spotlights how ‘world class’ is in everything we do in latest ad campaign

Singapore – Singapore Airlines, the national air carrier of Singapore and the market’s most considered brand, has released its latest global campaign which spotlights the real meaning of world-class. 

In collaboration with agencies TBWA\ and PHD, the latest campaign is presented through the eyes of the airline’s cabin crew who, through travel, encounters people, cultures, and places around the world, reflecting that the airline can bring this kind of exceptional experience to their customers.

Lee Lik Hsin, executive vice president for commercial of Singapore Airlines, said that the airline is committed to giving excellent service, citing that the customer is the ‘heart’ of everything they do. 

Mandy Wong, president of TBWA\ Singapore added, “We needed the new narrative to be futureproof so it could maintain relevancy in the ever evolving travel landscape of consumers’ changing travel motivations. With Welcome to World Class, it wholly captures the Airline’s unparalleled service leadership, and digital experience offerings.”

Other works from the campaign are shared across global and local channels from mainstream broadcast stations to digital and print, and key OOH placements in London, New York, Tokyo, and Singapore. More materials will be released this year such as new innovative media in the pipeline, with key brand assets, and content series starring its cabin crew through an authentic lens.

In 2021, the airline also released a campaign titled ‘Look forward to flying again with Singapore Airlines’, indicating a significant step in its recovery when the borders reopened across the world.

Marketing Featured ANZ

mycar’s latest campaign provokes thought on drivers returning to the road after road trauma

Sydney, Australia – To highlight the importance of those drivers returning to driving after experiencing road trauma, car servicing brand mycar Tyre &Auto has teamed up with TBWA\Sydney and Eleven to launch a campaign that features the initiative ‘Return Plates’ (R Plates). This recognises drivers returning to the road after suffering trauma or following a significant break from driving.

The R Plate aims to encourage empathy from other road users, so returning drivers will feel less pressure, giving them time and space to recover. 

Said initiative connects drivers with links to local and national support services, making help available at any time as well as providing access to real stories and the science behind road trauma recovery. R Plates sees mycar Tyre & Auto continue to build on its brand platform.

To properly launch the initiative, the campaign tapped Dr. Jason Thompson, associate professor at the University of Melbourne, for his expertise in psychology, transportation and post-injury rehabilitation. 

Commenting on the campaign, he says, “People talk about the physical injuries associated with car accidents, but we often overlook the psychological impact associated with the experience. It is a huge burden that Australia carries, it’s an issue we can do something about and this campaign is a great start.”

Adele Coswello, chief customer officer at mycar Tyre & Auto, said, “Our research shows that despite being a nation of confident drivers (89%), almost half of Australians (43%) have lost their confidence at some point, with around three-quarters (73%) having been affected by a road incident.”

She added, “At mycar, we are committed to putting people first, so supporting drivers returning to the road made complete sense. With R Plates, we are helping to signify to other road users that the driver is going through something that otherwise can’t be seen, encouraging empathy and extra care. Returning to the road is also a return to freedom, independence and confidence.”

Meanwhile, Evan Roberts, chief creative officer at TBWA\Sydney, commented, “There have been many people involved in bringing this initiative to life. While this is just the beginning I would like to take a moment to thank our incredible clients, production partners and, of course, our own people who have given so much to this project.”

Marketing Featured Southeast Asia

Digital insurer Tune Protect appoints TBWA\Malaysia as agency of record

Kuala Lumpur, Malaysia – Digital lifestyle insurer Tune Protect has appointed TBWA\Malaysia as its agency of record for its creative business portfolio.

The agency’s objective is to create a cohesive sustainable brand positioning aligned with their brand’s goal of being the preferred lifestyle insurer for millennials, Gen Z and small and medium enterprises (SME).

As part of the appointment, TBWA\Malaysia a campaign featuring T.P. the Thumb, Tune Protect’s mascot, to promote its simple three-step approach requiring three minutes to purchase, three hours to receive a response and three days to receive a claim upon approval.

Rohit Nambiar, group chief executive officer at Tune Protect Group Berhad, said, “To achieve our vision of being the lifestyle insurer that everyone loves and appealing to the digital world and a younger dynamic generation, we felt the timing was right to embark on a larger scale branding exercise and appointed TBWA, our first creative agency, to help us achieve our goal in Malaysia and Thailand.”

Meanwhile, Hui Tsin Yee, chief executive officer at TBWA\Malaysia, commented, “Our task is to build a strong brand presence, with emphasis on Tune Protect’s core offering that not only simplifies the entire customer journey but strengthens the consumers interactions by adding value to their everyday lives.”

Marketing Featured Southeast Asia

CARRO unveils first-ever regional brand film via TBWA\Group Singapore

Singapore – Singapore-based CARRO has released its first-ever regional brand film ‘A Car’s Journey in Reverse’, produced by creative agency TBWA\Group Singapore and production houses Applebox Asia, Fuse Adventures in Audio and The Quiet Lab. 

Launching across Singapore, Thailand, Indonesia and Malaysia, the campaign aims to elevate the overall awareness of CARRO’s brand, service, and values in a way that’s honest and fun. 

Said Katherine Teo, regional head of marketing, for CARRO, said, “This campaign is part of our larger regional market expansion plans, and our goal is to increase people’s confidence in purchasing a used car – importantly, one from CARRO.” 

Meanwhile, Simond Chew, creative lead of the brand, commented, “The purpose of this film is to help build CARRO long-term brand vision of trust. At CARRO, we will always be truthful about a car’s history – through our rigorous 160-point inspection and high-quality refurbishment process, we ensure that all CARRO Certified cars sold will be as good as new.” 

While used cars have been routinely flagged as the more affordable and sustainable option, there is a lingering perception that there are hidden risks when it comes to buying used cars due to a lack of transparency over their driving and maintenance history. 

Robert Nelk, associate creative director of TBWA\Singapore, said the intent of the film is to take a step back, literally, to cleverly showcase the bigger picture that when you buy a used car from CARRO, it comes with quality assurance. 

Christopher Hill, film director from AppleBox Asia, said, “By throwing the film into reverse, the story of the car’s history unfolds through the lens of the vehicle’s previous owners — everything from the car’s regular upkeep and maintenance to the unwanted bumps in the road.”

The film includes scenes of potential damage to the interior and exterior of the car, showing that if there are any defects, CARRO finds and fixes them, restoring the car to a condition that’s as good as new. 

To capture these damages occurring as authentically as possible, scenes in the film were carefully planned down to the smallest detail, with numerous footage re-shot to mirror realistic everyday situations. For example, the red CARRO was driven into the curb numerous times to trial-and-error for a scratch on the front bumper (that’s not too big and not too small) and was driven over an actual speed bump several times for the perfect milk-shake spill.  

To fully achieve the film’s vision, a stunt driver brought to life the experience of travelling back in time by driving in reverse, in real time, while the world moved forward. “This unique approach demonstrated CARRO’s pursuit of perfection, attention to detail and pride in their approach when it comes to going the extra mile for car buyers,” said Mark Peeters, associate creative director of TBWA\Singapore

Marketing Featured ANZ

This ad for an Aussie writing festival honours literature’s famed passages–using AI artwork

Melbourne, Australia – The Melbourne Writers Festival has teamed up with creative agency TBWA\Melbourne to launch a new campaign which aims to develop a collection of AI artwork, created by inputting humanity’s most imaginative writing, word for word, into AI. 

The art project campaign arrives following the launch of AI Mid Journey, an AI bot that turns written prompts into artwork. The technology has initiated an intense worldwide debate on what AI-generated imagery means for the future of art. 

To create the unique art pieces, passages from classic works of literature from literary icons Mary Shelley, Herman Melville, H.G. Wells, Bram Stoker and George Orwell were inserted verbatim into the AI Mid Journey. Each breathtaking visual stands as a timely reminder of the enduring power of the written word.

Casselly Main, marketing and communications manager at Melbourne Writers Festival, said, “This year’s festival is all about ambition and this campaign is the perfect encapsulation. We’re ecstatic about the response the images had at the festival. Even though most of these books were written over a hundred years ago, their words continue to inspire today.” 

Meanwhile, a spokesperson for TBWA\Melbourne commented, “Like most of the industry, when we first saw Mid Journey, we experienced a momentary existential crisis. “What does this mean for creativity? Is it now out of human hands?” The short answer is no, far from it.”

They added, “AI like Mid Journey are an incredible creative tool. Even in the past weeks, we’ve seen huge leaps in visualisation, composition and lighting. But our partnership with the Melbourne Writers Festival shows the strength of beautiful writing — past, present and future.”

The campaign was launched in conjunction with the Melbourne Writers Festival appearing in OOH and digital. In addition, illustrated e-books of the classic novels, featuring further AI interpretations, are planned for release in the coming months. 

Marketing Featured South Asia

JSW Paints offers us a ‘non-toxic relationship’ with our paint brand in this new campaign

Mumbai, India — JSW Paints has come out with another campaign, this time in concert with the launch of Aquaglo, a unique pioneering water-based paint for wood and metal that is free of the harmful toxins commonly found in traditional wood and metal paints. The campaign, entitled ‘Paint ka GK badhao’, was done in partnership with TBWA\India.

After its Any Colour One Price offering, JSW Paints is back to changing the rules of the paint industry with yet another first-time-in-India innovation that’s really new news in an age-old industry. Counting on clutter breaking communication to draw people’s attention in a low involvement category where no one is tempted to research the nuances of the paint that goes on their own walls and in their own homes. ‘Paint ka GK badhao’ is a clear call to action to make India sit up and take notice.

The campaign brings to light the state of India’s general knowledge and perception when it comes to all things paint. With story-telling that is equal parts educational and irreverent. Featuring Bollywood star -Alia Bhatt, the brand’s commercial lands the message that a newly painted door can pollute your home.

Coming from the actress herself, this revelation – that a newly painted door can pollute your home, seems like another major general knowledge goof up. What happens next is a social media tsunami, an ever-growing cascade of jokes and banter, with everyone from news anchors, to stand up comics and the average Indian joining in for a laugh. But this time around, the joke really is on them. Because not too many Indians know that traditional paint for wood and metal contain harmful toxins that spread pollution inside the house. But once you make that discovery, it’s hard to forget it.

Talking about the expected impact of the campaign in changing India’s paint vocabulary and expectations, Govind Pandey, CEO of TBWA\India, said “Paint category has been dominated by the same market leaders for decades without any real challenger. JSW Paints is the disruptor that is questioning the unquestioned answers and norms. It is also encouraging the end consumers to get more involved because only then they will discover the best solutions for themselves.”

Commenting on the genesis of the core campaign idea, Parixit Bhattacharya, managing partner creative of TBWA\India said, “A low involvement category, a great product and the nation’s sweetheart. Stir them well and you get a sensational headline. Paint Ka GK Badhao is asking people to make informed choices and shut the door on polluting chemicals.”

Marketing Featured South Asia

Edtech LEAD’s latest campaign uses fun, educational ads to boost admission

Mumbai, India – LEAD, an Indian edtech that has recently reached unicorn status, has launched its newest campaign focused on the visible learning outcomes of children studying in LEAD Powered Schools. In addition, the campaign is also running on activity-based, practical learning methods that depart from old, lecture-based passive modes of teaching and learning that the parents’ generation was accustomed to.

As part of the campaign, two ads are released, which are conceptualised by creative agency TBWA and directed by filmmaker Nitesh Tiwari. These ads will be aired across multiple GEC and regional channels, and will be a part of LEAD’s 360-degree campaign via outdoor, digital and BTL activation.

The first film, ‘Syllabification’ is an endearing story of two fathers bonding over the right way to pronounce big English words by breaking them up into syllables – a trick taught to them by their kids who go to LEAD Powered Schools. Said ad touches on the subject of visible advantages of one of LEAD’s flagship programme, ELGA (English Language and General Awareness), which teaches English as a life-skill rather than a subject.

Meanwhile, the second film, ‘Aloo Se Electricity’ shows a dad who says he would have been a scientist and inventor like his kid, if only he had the opportunity to study in a LEAD Powered School when he was growing up. The ad is built around the innovative ways in which science is taught in a LEAD Powered School via ‘learn by doing’ approach.

For LEAD Chief Marketing Officer Anupam Gurani, through this campaign, they want to help parents find the right LEAD Powered School in their vicinity, thereby bridging student learning gaps and enabling parents to provide world-class education to their child, right in their hometown.

“The pandemic continues to impact all of us, especially those belonging to the lower economic strata. There are plenty of students who have not gone to school in the past 20 months and this has resulted in severe learning gaps. This is where LEAD comes in. We are building India’s largest network of schools that provide International standard of education at an affordable price,” Gurani said.

Speaking about the filmwork process for the ad, filmmaker Nitesh Tiwari said, “It was fantastic to work with LEAD again on their new campaign. The latest films are as relatable as the previous ones for parents who are always trying to get the best education for their children. These films beautifully capture the emotion of how parents want to give more to their child and equally be a part of their learning process. The scripts felt quite personal and I ended up drawing a lot from my life experiences.”

Meanwhile, Govind Pandey, CEO of TBWA\India, commented, “LEAD is leading a movement in India to provide access to a world class education to as many kids as possible regardless of which town or city they are studying. We see many progressive and proud parents joining in and giving their kids the foundation that opens all kinds of possibilities for them in the future. This campaign reflects this and invites more and more parents to join this movement.” 

Parixit Bhattacharya, managing partner at TBWA\India, also added, “There is nothing more reassuring for a parent than seeing their child display clear, visible signs of learning. Fortunately, for parents who have enrolled their children at a LEAD powered school, this is an everyday reality. We wanted to dramatize this through the new campaign while keeping true to the insight that seeing their kids learn so well can cause a tinge of jealousy while they are flushed with pride.”

Marketing Featured APAC

TBWA\MAL, Apple’s agency, names Kenny Blumenschein as ECD for APAC

Singapore – TBWA\Media Arts Lab, the Los Angeles-headquartered creative agency solely dedicated to Apple, has named a new executive creative director for the Asia-Pacific region, Kenny Blumenschein. Blumenschein was most recently from advertising agency Energy BBDO, and before that, worked for Facebook as its creative strategist for the Greater China Region for almost three years.

TBWA\Media Arts Lab currently operates in 25 markets globally, with five regional hubs outside its HQ—London, Miami, Singapore, Shanghai, and Tokyo. The agency solely creates work for the tech and smartphone giant Apple.

As the new ECD for APAC, Blumenschein will be based out of the Singapore hub and will be partnering with Managing Director, Michaela Futcher and reporting into Global Chief Creative Officer, Brent Anderson.

At Energy BBDO, Blumenschein held the same role of ECD alongside being the agency’s senior vice president. During his time there, he notably worked on the award-winning Wrigley’s ‘For when it’s time’ campaign. Meanwhile, at Facebook, he assisted global brands in crafting their stories and reaching business objectives through Facebook, Instagram, and WhatsApp, according to his LinkedIn.

Blumenschein said that joining Media Arts Lab is a no-brainer as he always had a ‘crush’ on the agency.

“It’s a very rare opportunity to work on such an iconic brand with the smartest and nicest people in our industry. To do this in APAC, which is one of the most diverse, fastest-growing, and exciting regions is a further privilege,” he said.

Blumenschein is of Thai and German descent. He has amassed experience across multiple continents, including Europe, North America, and Asia, bringing with him valuable global perspective to his work. Aside from his most recent roles at Energy BBDO and Facebook, he also previously held posts at Ogilvy as ECD Digital & Content, and as head of creative at VMLY&R. Back in Germany, Kenny has also spent time at BBDO and Isobar.

In the new role, he will be working with teams stretching across the APAC, from India to Australia, to develop business building and culture-defining work for one of the world’s most recognizable global brands.

Futcher commented, “This part of the world couldn’t be more important to us, and ensuring that we have the creative firepower to deliver on our ambitions has been a critical focus. I’m so excited to have found someone of Kenny’s creative caliber, humanity, and experience to help us do that. His background as a ‘cultural chameleon’ is critical to us unlocking the diverse opportunities across a region as vast as APAC.”

Meanwhile, Anderson said, “Kenny is a strategic, innovative, and artful creative leader with great instincts and taste. He’s led dynamic, modern teams across agencies both in Asia and North America. He’s spearheaded cultural, integrated work that breaks through for challenging clients. Kenny is a creative soul with a reputation of mentoring, building atmospheres wherein creativity thrives and protecting great ideas.”

Marketing Featured East Asia

TBWA\Hong Kong’s new commerce offering to help elevate brands on HKTVMall

Hong Kong – TBWA\Hong Kong has launched its commerce offering TBWA\Commerce, in partnership with sister agency The Integer Group, the commerce agency headquartered in the U.S. and a key member of Omnicom Commerce Group.

Integer is a leading commerce agency focused on driving business growth results and opportunities through retail marketing, e-commerce & social commerce, connected commerce media, and brand communications & activation, as well as retail experience design, and technology & innovation. The agency’s clients include world-leading brands like AT&T, FedEx, Frito-Lay, Michelin, Nestlé, P&G, PepsiCo, and Starbucks.

TBWA\Commerce will leverage Integer’s e-commerce expertise to center its offering around e-retail, specifically on HKTVMall, Hong Kong’s online shopping platform. 

Jan Cho, TBWA\Hong Kong’s managing director, commented that surprisingly, the e-commerce landscape in Hong Kong is less advanced than most developed countries because of its prolific and highly concentrated retail presence, which previously provided the unchallenged shopping convenience.

“But Covid upended the landscape and gave rise to a late, yet rapid e-comm boom from direct to consumer (DTC), social commerce to marketplace,” Cho said.

According to the agency, HKTVMall is one platform that has benefited significantly with the marketplace’s Gross Merchandise Volume (GMV) more than doubling to HK$5.95b or almost US$800m in just a year and which is still climbing.

The agency said that despite the speed in development, marketplace commerce remains an unfamiliar territory for many Hong Kong brands, and like most e-commerce platforms, HKTVMall has its own layers and set of rules that feel foreign to most marketers, which can initially be intimidating.

Anne Chan, the agency’s head of digital and commerce, said, “HKTVMall is a fantastic platform for brands. Its volume of traffic, diversity of customers, promotion support, and online-to-offline (O2O) presence are second to none in the region.”

Chan shares that they’ve spent a great deal of R&D time to understand the inner workings, hidden codes, and rules of the platform. Chan said they believed they’ve cracked the ‘codes’ with the help of Integer’s expertise and the suite of tools from HKTVMall.

Cho added, “We’ve tried and tested [the] methodologies we’ve developed with actual businesses on HKTVMall, which have proven to be very effective. We’re confident we can advise any marketers to boost conversion, and the impact would usually be seen in a matter of months.”

TBWA\Commerce sits alongside other specialized offerings to provide full-funnel support to brands, namely, Disruption\Consulting which is catered to data-led business planning, DxD or which stands for design & experience planning, and BOLT, the agency’s in-house film production. 

The commerce offering will pioneer in Hong Kong but planning for expansion across other APAC markets is already underway.

Terence Ling, head of strategy at TBWA\Hong Kong, commented, “We have made heavy investment of resources to develop this proprietary capability. Brands can take advantage of our unique experience and know-how leapfrogging the competition.”

Ling said that while the immediate focus is on HKTVMall, brands can access the agency’s ‘ePlaces’ offering to map their growth strategy across the digital ecosystem.