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Ogilvy: In a year through which Ogilvy lost a key creative leader in Abhijit Avasthi, the agency still emerges tops. Executive chairman and creative director, India and South Asia, Piyush Pandey picks a few campaigns that played a role getting it there — work that has done the agency proud and are dear to him, created over the last year, even as he claims pinpointing just three is tough.Beauty Tips with Reshma campaign: The PSA campaign for 'Make Love Not Scars' touches on a very important subject: acid attacks on women. The execution makes you sit up and take notice. Though I was not at the shoot, I'd have cried through it, seeing these women share their trauma.The Titan Raga body of work: The airport film with Nimrit Kaur, the wedding film starring Katrina Kaif and the 'Break the bias' women's day film - are a collective ode to the Indian women. The films have been shot in a very real fashion with insights that connect with the Indian women.Tata Sky Daily Recharge campaign: The campaign ran during IPL 2015;
a 13-part episodic love story that got recharged daily. The beautifully cast and enacted film kept people waiting for the next one. There have been episodic films earlier too but none where the storyline developed this way on a daily basis. A brave client (Harit Nagpal - current Tata Sky CEO who was formerly at Vodafone) demonstrated that the ZooZoos was not his final century. Lowe Lintas: Chief creative officer Arun Iyer believes his agency's greatest strength is insightful work that works for the brand, irrespective of legacy, size and stature; from Idea, Tanishq and Havells to Olx, Urban Ladder, FreeCharge, Practo, Grofers, Paper Boat and Hotstar. In a reflective mood, he believes an area of improvement would be being able to shed the baggage of being a "TV agency." "A lot of our work is medium agnostic but it's taking time to shed that legacy," he admits. He prefers to pick brands instead of campaigns.Lifebuoy: A balance of hard-working work and interesting activations on ground. With Lifebuoy we've managed to take a mainstream brand and infiltrate all mediums.
Be it with 'Chamki' or the earlier campaign, 'Gondappa'.Paper Boat: We've given the brand form, brought it to life, and defined the world of the brand.Google: Be it the recent cricket films or initiatives like 'Helping women get online', it's not advertising, it's hardcore content. J Walter ThompsonThere were changes galore at J Walter Thompson India following one of its roughest years in the business which saw several longtime staffers depart. And then the global ops found itself in the centre of a controversy earlier this year, thanks to allegedly racist and sexist remarks from its erstwhile CEO Gustavo Martinez. In India however, the agency appears to be stabilising under CEO, Tarun Rai, and chief creative officer, Senthil Kumar, the first person to hold that designation who has risen through the ranks. Kumar opts to pick all of his Top 3 from 2016. "A creative agency is only as good as its live ideas," he says.Pepsi Minican series: The Mini Can launch campaign is pure play digital content.
It has already scored over five million organic views online.Airtel Udaan Activation: We created a platform to enable five children to tell a story with bestselling author Amish Tripathi, at the Jaipur Literature Festival using teleportation and video calls on the Airtel Mobile Network.Nestle KitKat Breaks: About three different breaks that happen simultaneously across the same airport with everyone from the announcers to the passengers to the ticket collectors taking a break, bringing alive multiple levels of the KitKat break. McCann Worldgroup: It's been a creatively satisfying time for McCann Worldgroup with the agency topping the list on the India leg of the Gunn Report three years running. Prasoon Joshi, chairman, McCann Worldgroup, Asia Pacific admits to being a little puzzled this doesn't reflect in the agency's ranking in the reckoner. Here's some of the work he found the most satisfying from the agency's output.Nestle: I think our work on Nestle has been very good. We had the stammering and the cartoonist films for Nescafe.
And then there was the fact that the client trusted us enough to give us the mandate for the relaunch of Maggi which I think we did great efforts on; particularly the first online films where we talked about the brand without being too overt.Radio Mirchi - Rudali: The Rudali film for Radio Mirchi was great from a craft and storytelling standpoint.Dettol: We've had a multipronged strategy including activation at the Nashik Kumbh Mela last year, where we got people to save water with the hand sanitiser. We linked the brand to Clean India. The Dettol jingle has become incredibly popular and includes habit forming messages. We are making Dettol Ka Dhula a proposition. It's worked wonderfully and does everything a brand should do in today's complex landscape. Taproot Dentsu: In spite of naysayers who kept insisting the 'honeymoon' between Taproot and some of its key clients ended shortly after the tie-up with Dentsu, here it is, holding on to No 5 in a year where the competition has been doing anything but sitting idle.
Fresh from nipping at the heels of J Walter Thompson at the recently concluded Abby awards, co-founder Santosh Padhi gives us his creative favourites from the agency's recent outputAirtel 4G: One of the most high-decibel campaigns of 2015, the Airtel 4G communication consolidated its position as the country's leading telecom service provider. Love the Airtel 4G girl or hate her, no one could ignore her. And early this year, in keeping with public sentiment, the telecom giant boldly and effectively used self-deprecating humour to make a point about network.Birla Sun Life Insurance: Insurance was being peddled as a means for tax saving, investment etc. With the launch of the platform 'Khud Ko Kar Buland', Birla Sun Life projected insurance for what its true purpose is - protection. Our campaign went a long way in both creating awareness and improving consideration. In a category where penetration is low after many players have said their piece for many years, a single powerful thought spelt success for the brand and the business alike.
The Times Of India: India's leading English daily, but not in Kolkata, with the likes of The Telegraph to contend with. This was the challenge The Times of India presented us. Leading us to create a regional campaign #KolKotha. The term literally means "the talk of Kolkata". The communication captured idiosyncrasies of how Bengalis talk and what they talk about. And there are few better spaces for a newspaper to own. The campaign was very popular and grabbed all the eyeballs The Times needed. NEWSBusiness of BrandsAdvertisingMarketingDigitalThe People ReportMediaThe Pitch ReportBawdy CopyRSSTop StoriesRecent StoriesBusiness of BrandsAdvertisingMarketingDigitalThe People ReportMediaThe Pitch ReportBawdy CopyWIDGETSTop StoriesRecent StoriesBusiness of BrandsAdvertisingMarketingDigitalThe People ReportMediaThe Pitch ReportBawdy Copy From the newsroom of The Economic TimesJio NewsFrom BE's News Desk ›The weekend read: New Delhi-based design firm Animal gives Keventers a fresh look|