H tStuff
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n e w s l e t t e r
f r o m
D D B
M u d r a
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Contents
01
Madhukar’s Message
Managing in Turbulent Times
02 - 03
Global Connect
Global Wins
Amir for Cannes
04 - 14
The Highlights
DDB acquires 22Feet in India
First ever Brand Experience Bootcamp
From Sasta to Sunder says ET*
Best Car Commercial of the Year
Top spot for TTK Prestige TVC
A Kala Ghoda for Hindustan Times
South African Tourism goes outdoors
New Joinees
IAS Trainee Officers visit MICA
MICAns get a glimpse of Pop-Culture
MDP at MICA
Managing Health Communications
MICA holds Convocation
MICA unveils refreshed Visual Identity
15
Pecking Order
DDB China Group Tops
DDB Mudra Tops New Business League
DDB Group Asia Pacific
2013 RECMA Report
16 - 17
Back to the Books
Craig Lonnee
18 - 20
Best of DDB Worldwide
Deutsche Telekom
Hasbro
PepsiCo
WoodGreen Community Services
Adidas
Fonterra
New York Lottery
Harvey Nichols
Audi Belgium
MetroPCS
21 - 23
Best of DDB Mudra
Indus Pride
Peter England
Bata
Star Jalsha
Inorbit Mall
Cartoon Network
Tuppperware India
Livon Hair Gain
Lipton Green Tea
Big Bazaar
24 - 27
Q&A
Matt Broom
Paul Woolley
28- 30
Thought Leadership
Sonal at Tokyo and Berlin
Madhukar Kamath
Pratap Bose
Samyak Chakrabarty
Venkat Mallik
Amit Kekre
Vineet Gupta
31
Guts & Glory
32
Media Spotlight
IBC
Last Word
Accentuating the Positive
Madhukar’s Message
Madhukar Kamath
Group CEO & Managing Director
DDB Mudra Group
Managing in Turbulent Times
Men make history and not the other way around. In periods where there is no
leadership, society stands still. Progress occurs when courageous, skillful leaders
seize the opportunity to change things for the better.
—Harry S. Truman
Globalization has blurred boundaries.
Today, we are so connected that
seemingly unrelated events affecting
financial sectors in far-flung countries
can impact business in India and create
leadership challenges.
In times of turbulence, effective
leadership is critical, as it provides a way
forward that offers confidence in the
future. Faced with difficult times, most
leaders are tempted to go into damage
control mode and to ”batten down the
hatches”. However, no one ever ‘saved’
his way to growth! Rather, difficult times
should be viewed as an opportunity to
act decisively to implement change.
Opportunities don’t just vanish because
times are tough and it is important to
remember that not all risks are bad, so a
broad, externally-focused perspective is
more important than ever.
In challenging circumstances, leaders
need to be even more keenly attuned to
market conditions, competitor
behaviour and client/customer needs.
They need to visibly support innovation
and entrepreneurial activity. Turbulence
itself can be the source of value-creating
opportunities, as weaker competitors
offer attractive expansion potential at
possibly bargain prices or new markets,
products or services are created as a
result of turbulence.
In times of turbulence, leaders can’t lead
from inside a bunker. They need to be
seen to lead, keep up an active external
presence, stay connected. This will help
them maintain perspective and exercise
good overall judgement. Identifying value
and creating opportunities requires
energy and active commitment to
optimizm and a focus on the future.
Since opportunities don’t wait around for
the good times to return, leaders need to
continue to invest financial and human
resources to capitalize on current leads.
Too often, the reaction to economic
instability is to cut budgets and postpone
planned initiatives. Stalling can only lead
to paralysis and disempowerment
throughout the organization. While agility
and responsiveness to market
fluctuations are essential, it is equally
important to maintain the momentum of
core activities and initiatives that protect
the long term.
The 21st-century is presenting complex
challenges for people and organizations.
First, the knowledge overload. Our
challenge is to make sense of all of this
information in the world, to fuel our
organizations with fresh ideas and to turn
that knowledge into wisdom and
innovation - before it overwhelms us.
Second, the technology challenge and
knowing how to use it to gain access to
the world’s knowledge and to foster
speed and connectedness in a virtual
world. Third, the speed of change can
both excite and stress us. Fourth, the
multicultural world both engages and
alienates us. Our challenge is to learn
how to survive and thrive within a diverse
global population, to appreciate and
leverage those differences, and to learn
the relationship skills required to live
successfully in a cross-cultural stir fry.
In India, 2013 was marked by a downturn
in the economy and a significantly lower
growth rate across almost all sectors
accompanied by a corruption conundrum
that grabbed headlines for a good
part of the year. Add to this, a political
environment that was marked by a
reluctance to take speedy policy
decisions or remedial actions. As a result,
2013 was a turbulent year for business in
general and therefore also for the DDB
Mudra Group. Nevertheless, we managed
to emerge from the year stronger.
So, how did we do this? By continuously
looking for the opportunities that lie
hidden in all challenges. We used the
somewhat lean period to take stock and
to re-evaluate and refocus keenly on all
our clients and our product offerings in
order to understand where we could do
more and do better. We explored how
technology could help strengthen our
relations with clients and make most of
our product offerings more efficient.
We refocused on our key clients to see
where we could grow organically.
We also kept a sharp eye on our talent
pool and made some critical changes
even as we added judiciously to this
asset base. We executed with speed
and precision. We also identified several
partners with whom we could grow
in future.
I am pleased to state that this
multipronged strategy has already begun
to bear fruit. DDB Mudra Group has
begun the year on a winning note. We
have performed very well in the first
quarter of the year and have already
announced new business wins in excess
of over Rs 100 crores. The momentum
is very good and our focus on People,
Product and Profits is giving us the
expected results. I look forward to an
excellent 2014.
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Global Connect
Global Wins
DDB Worldwide ranks in
Top 3 Networks in The
Directory Big Won Awards
INNOVATIONS IN COMMUNICATIONS
The Directory Big Won which measures
award show performance across all
marketing communications ranked DDB
Worldwide among the top three networks
for creativity in The Big Won for 2013,
taking home honors in the categories of Top
CCOs, ECDs, copywriters and campaigns.
DDB Lagos named Best
Creative Agency of the
Year at the 2013 Marketing
World Awards
DDB Lagos was awarded Best Creative
Agency at the 2013 Marketing World
Awards. This award recognizes
outstanding performances across several
creative forums and includes winners of
the Loeries and Epica awards, where the
agency won Nigeria’s first accolade for
the Girl Hub/Nike Foundation print ad
“Speechless No More” in 2012.
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DDB Worldwide wins big
at AdForum’s Greatest
Hits Awards
DDB Worldwide received 10 honors at this
year’s AdForum’s Greatest Hits Awards.
The Greatest Hits Awards recognizes the
most watched creative work on
AdForum’s platform, which gathers
information on 20,000 agencies and
150,000 campaigns and has nearly half a
million monthly users. DDB Worldwide
earned honors across all four categories:
TV, Film and Cinema; Digital, Online and
Web; Print, Outdoor and Ambient; and
Branded Content and Experiential.
Alma named Multicultural
Agency of the Year by
Advertising Age
Advertising Age has named Alma,
Florida’s leading multicultural advertising
agency, its Multicultural Agency of the
Year for 2014. The venerable industry
publication previously placed Alma on its
coveted A-List in 2010 and again in 2012,
making this the third time in five years that
the agency was honored, and reinforcing
the firm as a leader and ongoing
innovator in multicultural marketing.
Medina Turgul DDB named Turkish Agency of the Year 2013
Leading Turkish business publication Capital and research agency Gfk have
conducted an annual survey that names Medina Turgul DDB Best Agency of the Year
for the third time in four years. Surveying 2,500 professionals from deputy managing
levels and above, respondents were asked a series of general questions about their
respective sectors, resulting in a robust guide of changing professional opinions about
leading companies.
Global Connect
DDB Canada and Tribal
Worldwide ranked Top
Creative Agency in Canada
DDB Dubai takes home Grand Prix at the 2014
Dubai Lynx Awards
The much-anticipated annual Creative
Report Card by Strategy magazine has
named DDB Canada and Tribal Worldwide,
Canada’s top creative agency. This honor
was awarded as a result of the agency’s
stellar performance in the award show
circuit in the past year - at regional,
national and global levels.
This win comes on the heels of DDB
Canada and Tribal Worldwide being the
only Canadian agency to place in the
Gunn Report’s 2013 global index of
creative excellence in advertising. The
Gunn Report encapsulates overall
performance measures for the world of
advertising, combining the winners’ lists
from the most important advertising
award programs from around the world.
DDB Canada checks out
12 Shopper Innovation
Awards
Canada’s smartest shopper marketing
strategies were honored at the 2014
Shopper Innovation Awards, following
Strategy’s Shopper Marketing Forum in
Toronto. Judged by a panel of experts in
the field of retail marketing, the 2014
Shopper Innovation Awards celebrate
the programs, plans and partnerships
that embody the best new thinking in
Canada’s shopper marketing industry.
Together, the collaborative efforts of
DDB Canada, Shopper DDB, Tribal
Worldwide and DDB Public Relations
were honored with 12 Shopper
Innovation Awards.
This year, DDB Dubai was the recipient of 11 awards, including the Grand Prix in the
Promo Activation category at the 2014 Dubai Lynx Awards which honors the region’s
best work in advertising. The Awards show took place at the Madinat Arena at Madinat
Jumeirah on 12 March 2014. In addition to the Grand Prix, DDB Dubai won five gold,
four silver and one bronze awards.
Alma makes history at the Miami ADDYs
This year, Miami-based Alma was once again the most awarded agency at the Miami
ADDYs, with a total of 60 ADDYs and two “Best of Show” for Print and Broadcast.
The agency won gold and silver for nine different clients in diverse categories, including
digital, print, television, social media, and several others. In all, the agency brought
home 31 gold and 29 silver awards, making this the best performance in the local
ADDYs awards history.
DDB & Tribal Amsterdam’s App for McDonald’s
Netherlands
The DDB & Tribal Amsterdam mobile app for McDonald’s was awarded Mobile Site of
the Day by FWA on 1 March 2014. The app is a successful marketing program that
allows McDonald’s Netherlands to deliver a personalized service by offering vouchers,
updated in real-time, tailored to personal taste, weather, time, location and more.
adam&eveDDB wins Gold
adam&eveDDB won two gold and five silver awards at the Creative Circle Awards. In
addition, the agency won Campaign of the Year at the recent Retail Week Awards.
Amir for Cannes
Amir Kassaei, Chief Creative Officer, DDB Worldwide has been invited to be the
President of the Film Lions Jury at the Cannes Lions International Festival of
Creativity scheduled to be held from 15 to 21 June 2014. The names of 17 Jury
Presidents for 2014 have been announced and consist of some of the industry's
brightest minds. Excited at the prospect Amir said, “I look forward to seeing a lot
of great work, to have great discussions and to set a signal on what we believe
should be the bar for film in the next years.”
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The Highlights
DDB acquires 22feet in India
The founders of 22feet.
On 24 February 2014, DDB Group
Asia Pacific and Omnicom Group Inc.
(NYSE:OMC) announced their
acquisition of 22feet in India. One of
the most dynamic and leading digital
marketing firms in India, 22feet has
merged with Tribal Worldwide India to
create a new entity known as 22feet
Tribal Worldwide which is part of the
DDB Mudra Group. Marrying one of the
best local digital agencies with one of
the best global digital networks gives
DDB Mudra’s clients a service offering
never before available in India.
The merged entity is expected to change
the digital marketing solutions landscape
in India forever. 22feet Tribal Worldwide
provides best-in-class local digital
expertise with best-in-class global
knowledge which Tribal Worldwide is
famous for. It offers its clients end-to-end
digital and mobile branding and
marketing solutions including strategy
and consulting, web designing, web
development, media planning, search
engine marketing, social media
marketing, mobile marketing solutions,
mobile application development, mobile
couponing and mobile UI. 22feet Tribal
Worldwide is spearheaded by Vineet
Gupta, Managing Director, Brijesh
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Café Coffee Day, Fastrack, Lenovo,
Heineken, Kingfisher, Red Bull and Axe.
Jacob, Joint Managing Director, and
Deepak Nair, Chief Operating Officer.
All three, originally from 22feet, now
report directly to Madhukar Kamath,
Group CEO & Managing Director, DDB
Mudra Group. They also work closely
with Patrick Rona, President, Chief
Digital Officer, DDB APAC & President,
Tribal Worldwide APAC and the rest of
the Tribal Worldwide network across
42 countries to deliver relevant
international learnings to the
local market.
John Zeigler, Chairman & CEO, DDB
Group Asia Pacific, India and Japan,
said, “We see this as a strategic move
to continue evolving our capabilities in
the fast-moving Indian market. DDB
Group has accelerated its capabilities
to offer clients the best-in-class local
digital expertise at 22feet, coupled with
best-in-class global knowledge of the
Tribal Worldwide network. I believe this
is a game-changing event for DDB
Mudra Group in India.” 22feet has
become India’s benchmark company
working with iconic brands such as
Madhukar Kamath, Group CEO &
Managing Director, DDB Mudra Group,
said, “With digital at the heart of
DDB Mudra Group’s agenda, we are
extremely happy about joining forces
with 22feet. I have tremendous respect
for Vineet, Brijesh and Deepak, who
are focused and determined in what
they do. This energy flows into the
organization’s talent pool and their
work. Under their leadership, in just
five years, 22feet has grown leaps and
bounds. With this energy and Tribal
Worldwide’s global reputation and
reach, I’m excited to see what this
magic of mergers can create.”
Vineet Gupta, Managing Director,
22feet Tribal Worldwide said, “We are
extremely excited to be a part of the
DDB Group family. At 22feet, we share
DDB’s passion for innovation and
technology and look forward to
delivering best in class digital solutions
to our clients across markets, as 22feet
Tribal Worldwide.” Brijesh Jacob, Joint
Managing Director, 22feet Tribal
Worldwide said, “The agencies I have
often been in awe of are generally not
The Highlights
part of the network(s) I admire. In this
case, both the agency and the network
get double thumbs up from me. Tribal,
purely as a name along with its body of
work, over the years and across the
globe, is truly inspirational. The mix of
technology and creativity, which they
practice is in line with the thinking we
have at 22feet and therefore I think
exciting times are in store in terms of
the work, the learning and the
exposure.” Deepak Nair, COO, 22feet
Tribal Worldwide said, “22feet with its
immense talent pool and client base is
today at an inflection point and
strategically very well positioned to
leverage the shift towards digital. We
are extremely happy with this
opportunity to operate on a global
canvas, and we look forward to very
exciting times ahead, as 22feet Tribal
Worldwide.”
Meet the Management Team
Vineet Gupta, Managing Director
Vineet has close to a decade of
experience in the Media & Marketing
space. In his last assignment as India
marketing lead for Microsoft
advertising, he led the initiative of driving
and maintaining market and brand
leadership for the online properties of
Microsoft with the Trade Media. Prior to
Microsoft, he worked at STAR India Pvt.
Ltd. where he was initially responsible
for corporate ad sales of its flagship
radio business in the Mumbai region
and later moved on to market STAR’s
multiple channels including STAR
World, STAR Movies and STAR One.
Brijesh Jacob, Joint Managing Director
In 2008, Brand Equity voted Brijesh
as one of the Top Creative talents in
India below 30 years of age. His
career spanned stints with Lowe
Lintas & Partners, Mumbai as
Creative Director and Grey
Worldwide as Executive Creative
Director. His work has been featured
in leading advertising annals like
Campaign Brief's Work and he has
won metals at Cannes, Asia Pac,
Adfest, New York advertising festival,
Promax and the Outdoor Awards.
Deepak Nair, COO
Deepak’s stint as an entrepreneur
began in 2006 with the setting up of
White Canvas Communications Pvt.
Ltd. and he later followed it up with
22feet in 2009. He began his sales
career in 1991 and later shifted to the
communication industry with a stint as
account director at Miracle Graphics in
West Asia. Later, he joined Draft
Worldwide’s India operations, leading
the New Business Development
function with additional responsibilities
to build strategic assets for the Govt. of
Karnataka, Govt. of Andhra Pradesh,
Coffee Board and Infosys Technologies.
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The Highlights
First ever Brand Experience Bootcamp
The maiden edition of the Brand
Experience Bootcamp opened at the
Four Seasons Hotel in Mumbai on
6 February 2014 with a keynote by
Dr. Bhaskar Das, Group CEO, Essel
Group and was attended by some
of the country's most creative brand
heads, marketers, consultants and
agency heads.
Dr Bhaskar Das, Group CEO, Essel Group
A property of EVENTFAQS, it had DDB
MudraMax as the Knowledge partner
and comprised panel discussions,
presentations, workshops, case studies
and debates. It addressed the
enhancement of experiential brand
campaigns to yield maximum benefits in
captive environments. Sessions
were dedicated to exercising creativity,
unleashing opportunities and
overcoming challenges in the ‘Captive
Audience Marketing’ space.
Dr. Das touched upon how marketers
need to step back from the clutter of
various mediums and tools for
marketing and evaluate how best to
engage audiences with brand
messaging. He also highlighted the
opportunities in identifying groups
based on various commonalities.
Mandeep Malhotra, President,
DDB MudraMax - OOH, Retail &
Experiential moderated the panel
discussion on 'Decoding Captive
Environments'. Industry professionals
and subject matter experts like
Rajendra Kelkar, Senior Centre Director
at The Phoenix Mills, G. Sharath
Chandra, Chief Revenue Officer of
Time OOH and Clyde Daniels, General
Manager – Sales at Inox Leisure threw
some light on the advantages and
opportunities that captive environments
offer to some brands and the media
that can be used to effectively and
efficiently put across a brand message.
Mandeep steered the discussion
towards the key factors to consider
when designing a marketing campaign
for a captive audience, the affordability
of and pricing strategy for the medium,
usage of technology, and generation of
ROI from brands. All three panellists
stressed on the usage of all key touch
Mandeep Malhotra, President, DDB MudraMax OOH, Retail & Experiential
points to avoid a static campaign and
to win the trust and attention of
audiences.
The second session was a panel
discussion moderated by Samyak
Chakraborty, Chief Youth Marketer,
DDB Mudra Group, on ‘Engaging
Youth in Captive Environments’.
Rajiv Mehta, Managing Director, Puma
South Asia, Prem Kamath, Executive
Vice President & General Manager,
Channel V and Siddhartha Roy, Chief
Operating Officer, Consumer Business
& Allied Services, Hungama spoke
about unique behavioural patterns and
mind sets of the youth in captive
Samyak Chakraborty, Chief Youth Marketer, DDB Mudra Group moderates a panel discussion
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The Highlights
spaces such as malls, restaurants,
lounges, multiplexes, live events,
festivals, etc. They discussed how
brand associations with various
properties affect not only brand value
but also the youth’s brand recall,
experience, etc. The mediums,
opportunities and challenges were
discussed along with the important
role of technology and social media
engagement when it comes to
marketing to the youth. The panellists
concluded that it’s important to
acknowledge that not every brand is
youthful and while they want
experiences, every platform isn’t
creating enough value for the same.
Once the discussion was thrown open
to the floor, the panellists shared the
key characteristics and environments
of their properties.
Varun Duggirala, Co-founder &
Business Head, the Glitch
Varun Duggirala, Co-founder &
Business Head, the Glitch held the
presentation of the day on digital
integration, which had case studies
highlighting engagement through
social media. Giving various examples
about the ‘Tweetgun,’ Coke’s gift
paper activity, Diesel’s digital flash
mob, Lakme Fashion Week’s photo
activity, European destination
promotions, etc. the significance of
digital support to experiential activities
was clear.
How does one measure a brand’s
success? Is the determinant a
numerical one which literally counts
out the number of sales lead
generations, or is it an experiential one
where the effectiveness of a brand
experience comes into play? This
Pratap Bose, COO, DDB Mudra Group moderates a panel discussion
question was addressed in an intriguing
debate moderated by Pratap Bose,
COO, DDB Mudra Group. The panellists
included Deepa Thomas, Head Corporate Communications, eBay India
and Akshay Mehrotra, Chief Marketing
Officer, Future Value Retail. Mehrotra
stated that “any revenue spent on
promotion and marketing must be
justified by a rise in sales, and
consecutively in the company's bottom
line.” He highlighted, “the importance of
creating single goal-centric plans, helps
to measure the true impact of one's
marketing efforts.” Thomas emphasised
the importance of creating customer
awareness, getting feedback, giving
personalized services, forming unique
and non-replicable campaigns and
seamlessly integrating customers
through different channels like online
and on-ground. It was concluded that
sales and bottom line is the only true
measure of any marketing activity.
Nick Hill, UK Director of Sales,
SpaceandPeople presented examples
of international trends in captive
audience marketing and how some of
them could fit in the Indian context. By
showing viral videos of the successful
campaigns, the audience was amazed
with the innovative ideas and results.
On being questioned in the context of
India, where procurement teams play
an integral role in evaluating a brand
experience, Hill confirmed that this isn’t
a challenge in India alone.
Ameya Kapnadak, Senior Brand Partner,
Interbrand India
Nick Hill, UK Director of Sales, SpaceandPeople
Ameya Kapnadak of Interbrand India
followed up the international trends
presentation with a presentation on
Brand Experience Design. Kapnadak
touched upon brand attributes and
characteristics to understand how
brand traits could translate into effective
experiences. With examples of hotels,
tourism, retail brands, digital media, etc.
he explained how brands can gain
leverage through experiential design.
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The Highlights
From Sasta to Sunder says ET*
Over the years Big Bazaar has scored many firsts. It was the first retailer in the world
to open 100 stores within 7 years of inception (faster than even Walmart). It has been
amongst the Top 5 most trusted brands in India 5 years in a row. It has a record of
having more than 3 million people walking into its stores every week. It has more than
2% of India's population enrolled in its loyalty program. And, importantly enough,
for the last 10 years, DDB Mudra has partnered Big Bazaar in this phenomenal
growth journey.
Now, Big Bazaar has embarked upon what will arguably be 'one more first' in India's
marketing history. On 13 March 2014, Kishore Biyani (CEO Future Group) and
Madhukar Kamath together launched the 100 crore worth 'Beautiful Ban Raha Hai
India' campaign that will re-enforce the leadership position of Big Bazaar by
establishing the role its products play in empowering Indians and making their lives
'Beautiful'. The campaign will see DDB Mudra produce 52 (yes, fifty two!)
TV commercials with one new commercial going on air every Monday, for the next
52 weeks. The launch happened at a packed press meet which was held at Mudra
House. That Mr. Kishore Biyani chose to launch this historic campaign jointly with the
agency in its office underlines the respect and confidence he reposes in DDB Mudra
Group. The first of the series went on air on 24 March 2014.
*Economic Times - 26.03.2014
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The Highlights
Best Car Commercial of the Year
At the CNBC TV18 Overdrive awards
held in New Delhi on 31 January 2014,
DDB Mudra Group won the Best Car
Commercial of the Year award for the
3rd year in a row. The award was for
'Bluetooth God', a TVC created by
DDB Mudra Mumbai for Volkswagen
Polo. In 2012, it was 'Parsi' and in
2011 'Flyboy' that brought home this
award. The Polo was launched in India
in 2009 and over time has witnessed
constant feature/technological
upgrades that make it more desirable
and current. The objective was to
introduce one such addition - the
Bluetooth connectivity feature that
offers consumers a hands free talking
experience. Taking a cue from the
insight that mothers often use fear
psychosis as a tool to keep their young
ones in check, the commercial
showcased a young mother playing
a little prank on her unsuspecting son
coming back from school by using the
Bluetooth feature to play back his
father’s voice reprimanding him to finish
his homework. The mannerisms of the
kid in the TVC delivered in the typical
Volkswagen ‘twinkle in the eye’ manner
made it relatable and memorable. Little
wonder it received (and continues to
receive) so much recognition.
Top spot for TTK Prestige Mixer Grinder TVC
The TTK Prestige Mixer Grinder TVC
featuring Aishwarya Rai and Abhishek
Bachchan created by DDB Mudra
South took the enviable top spot in a
survey of all the TV commercials
aired in December 2013. The findings
were published in The Mint of
28 January 2014.
Not only was it ranked the top ad of
December 2013, it won against
competition like Cadbury’s 5 star,
Bournvita, Tata Sky, Pizza Hut, Tata
Docomo, Parle Kaccha Mango Bite
and Bajaj Discover scoring
phenomenally higher on all parameters
of likeability, enjoyability and credibility.
It also took pole position in Brand
Awareness and Brand Recall Index
against mammoth's like Vodafone.
Top Television Ads in
December 2013
And, all this with a sizeably lower
share of voice than any of the other
brands mentioned earlier.
The TTK campaign featuring
Bollywood's first couple Abhishek and
Aishwarya was a charming, effective
and yet seemingly effortless
communication. It consisted of
six TVCs that showed the celeb
couple in their own realm, playing
themselves, as they bonded together
over culinary delicacies cooked over
their favourite Prestige products. The
campaign also saw the re-invention of
the iconic line Joh Biwi Se Karein
Pyaar woh Prestige se kaise karein
inkaar that took on a whole new
meaning to suit the present day
dynamics of young working couples.
Awareness Brand recall
(%)
(%)
Ad reach
index
1
Prestige Mixer Grinder
64
96
61
2
Cadbury’s Oreo
65
92
60
3
Cadbury’s 5 Star
60
91
55
4
Parle Kaccha Mango Bite
52
88
46
5
Tata Sky
49
89
44
9
The Highlights
A Kala Ghoda for Hindustan Times
Every year, the nine-day Kala Ghoda Arts Festival takes
place in Mumbai from the first Saturday in February till
the next Sunday. Since its inception, the Festival has
grown exponentially and draws over 150,000 people
from all over the city to 350 events over nine days.
Tourists from all over the world plan their trip to
Mumbai to witness the Kala Ghoda Arts Festival.
This year, Hindustan Times announced its newly
formed association with Kala Ghoda, a prestigious art
property in the city, through some incredibly creative
treatment on the city’s landmark billboards at Patel
Bridge at Marine Drive, Turner Road, Mahim Causeway
and Haji Ali. On Mahim Causeway, a huge cut out of
the size 39ft x 35ft was fabricated with RGB tubing.
This was the first time, any brand has put such a huge
life size cut out on a billboard with RGB LED, which
emitted all possible diffused colors in the night, giving
a pulsating look to the already vibrant creative.
Kudos to DDB MudraMax.
South African Tourism goes outdoors
Over the years, South African Tourism has witnessed a tremendous increase in Indian tourist arrivals to South Africa.
84,202 Indian tourists have visited South Africa between January and September 2013 which is an increase of
6.2% vis-à-vis the same period last year.
The New Year commenced on a high note with the South African Tourism Board announcing an all new outdoor
advertisement campaign across 22 cities in India. The campaign ‘Meet South Africa” which commenced on
17 January 2014 was executed by DDB MudraMax and highlighted the diversity of experiences offered by South Africa to
Indian travellers.
The innovative creatives of the outdoor campaign captured diverse experiences like adventure, wildlife, luxury, among others
on offer in the Rainbow Nation. Keeping in mind the various interests of the Indian outbound traveller segments, South
African Tourism’s OOH outreach targeted all major metros as well as key Tier II cities like Pune, Ahmedabad, Goa,
Chandigarh, Kochi. In addition, the campaign included media mix comprising large format hoardings, bus shelters, mobile
vans and ambient media like malls in strategic locations to further enhance consumer outreach.
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The Highlights
New Joinees
Rahul Mathew
Shoneeka Ghai has joined DDB
Remedy as Creative Director on
9 January 2014 from Mountain
Creative where she was the Creative
Director. Prior to that, she worked with
ADK Fortune (JWT) as Creative
Director and Lowe Lintas as Associate
Creative Director. She has more than
twelve years’ experience in Brand
Building, Creative Writing,
Copywriting, Ideation to Execution,
360 communication. She also has
eight years of Radio Jockey
experience for on-air Hindi and English
programs including scripting of
shows. She has worked on leading
brands such as Red FM, Seagrams,
Rahul Mathew has joined DDB Mudra
West on 6 January 2014 as Creative
Head West. He comes from McCann
Erickson, Mumbai where he was
Executive Creative Director from
February 2010. Prior to that, he was
the Creative Head at Rediffusion Y&R,
Mumbai and Creative Director Young
& Rubicam, Kuala Lumpur. He has
worked on several leading brands
including Marico, Coca-Cola, Onida,
Neo Cricket & Sports, Radio Mirchi,
Nerolac, Western Union Money
Transfer, Reliance Capital, L’Oreal,
Cathay Pacific, Pears, Stayfree, ACC,
Airtel, Tata Motors, Colgate, Indian
Oil, Bank of India, Heinz, Yamaha, LG,
Campbell's and Singapore Tourism.
Jaipur Literature Festival, Rotary,
Yamaha, Nikon Cameras, Honda Brio,
Lip Ice (Lip Balm), Hindustan Times,
Fever 104FM, Maruti, Future Group
Brands and Micromax Mobile Phones.
She is an Award winner at well
recognized industry platforms like
AAAI, Mirchi Kaan and Effies Awards.
As an entrepreneur, she also ran a
creative boutique, The Creative Bread,
offering Brand communication
solutions. After graduating with a BA
degree in English Literature from Delhi
University, she obtained a Diploma in
Advertising & Marketing from the
YMCA Delhi and a Diploma in TV
Production from South Delhi Polytech.
Over the years, he has won a huge haul
of awards both as writer and creative
director at some of the most
prestigious global awards shows such
as Cannes, Spikes, One Show, Clio,
Asia Pacific Adfest, London
International Awards, World Press
Awards and New York Festival. He has
been ranked as the 8th most awarded
writer in Asia by Campaign Asia and
was responsible for one of the only
three Indian commercials to be featured
in the 2011 Gunn Report show reel.
He has a Bachelor’s degree in Business
Studies with Specialisation in Marketing
from the College of Business Studies,
Delhi University.
Shoneeka Ghai
Rupesh Sahay has joined DDB Mudra
Sony Wega, Mother Dairy,
North on 3 February 2014 as
Le-Meridien and JK Tyres. His skills
Sr. Creative Director. He comes from
include knowledge of IBM &
McCann Erickson where he was
Macintosh, knowledge of Freehand,
Creative Director (Art). Prior to that,
Adobe Photoshop, Corel Draw &
he worked at Rediffusion - Y&R as
Adobe Illustrator. His work has won
Creative Head, Contract Advertising
several awards.
as Associate Creative Director and
Saatchi & Saatchi as Creative
He has a Bachelor of Fine Arts degree
Supervisor. He has worked on leading
from the Banaras Hindu University.
brands such as Coca-Cola, Reebok,
Aircel, Videocon, Ireo – Real Estate,
GM, Nescafe. Domino’s Pizza,
Jaypee Cement, Whirlpool, LG, NIIT,
Nokia, Sony Ericsson, Indian Airlines,
Rupesh Sahay
Indiatimes.com, ICI Paint (Dulux),
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The Highlights
IAS Trainee Officers visit MICA
The Mudra Institute of Communications
Ahmedabad (MICA) hosted a campus
visit for a group of IAS trainee Officers
from Mussoorie on 15 January 2014.
The winter study tour called “Bharat
Darshan” attempted to provide the
trainee officers practical insights on the
functioning of noteworthy public and
private institutions and the potential
role such institutions can play in the
economic growth of the country.
The campus visit was followed by an
orientation session by MICA faculty,
Prof. Vaneet Chhibber, Chairperson of
Corporate Relations at MICA. Insightful
interactive sessions followed with
Dr. Nagesh Rao, President and Director
of MICA, Professor Arbind Sinha,
Professor Subhash Tendle and
Professor Pravin Mishra.
MICA Prof. Arbind Sinha's session with the IAS trainee officers
Dr. Nagesh Rao stated, “The future of IAS officers of India will comprise of dealing
with complex, challenging issues and sometimes deriving successful results
against all odds. Communication as a strategy plays a key role in such
achievements - specifically the ‘Positive Deviance’ approach which recommends
a focus on existing solutions within a community, rather than simply stressing
about the problem.”
MICAns get a glimpse of Pop-Culture and
Democracies abroad
In mid January 2014 Mudra Institute of Communications
Ahmedabad (MICA) invited international scholars and artists
under the “Scholar in Residence” program to present
sessions on ‘Culture and Communication’.
Matthew Pateman, Professor of Contemporary Popular
Aesthetics, Head of Humanities Dept., Sheffield Hallam
University, UK, along with Harmony Siganporia, Associate
Faculty at MICA, presented a session on semiotics. The
session was on ‘how culture can be perceived as a series of
centres of power and the cultural and territorial peripheries
that they seemingly affect; and the power structures defining
these two’.
Subsequently, Kyle Shepherd and Aryan Kaganof held a
session on the conflicts within the South African democracy.
Aryan Kaganof is an award-winning film maker and also an
artist, novelist and poet from South Africa, noted for the
world’s first feature film made on a mobile phone camera,
“SMS SUGAR MAN” [2005]. Kyle Shepherd is one of the
South Africa’s leading and much awarded progressive Jazz
pianists and composers of his generation, who has a
well-established record of celebrated solo, trio and quartet
performances in South Africa, Japan, China and many
European countries. They screened the film “Exhibition of
Vandalism”, a documentary film on the vandalism of musical
instruments and technical setups at the Zimology Institute, set
up by Zim Ngqwana, a music composer. Ngqwana and
Shepherd partake in the film, by performing on the broken
instruments, as an act of reclaiming their passion for music.
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Aryan Kaganof with Assoc. Prof. Harmony Siganporia,
MICA
Kyle Shepherd's soulful Jazz rendition at MICA
The Highlights
MDP at MICA
From 22 to 24 January 2014, MICA organised a Management Development
Program on ‘Winning Over the Minds and Hearts of Customers’ which aimed
at gaining more dialled in customers and building more powerful brands in a
world with “big data” smart phones, tablets and social networks.
The three-day residential MDP was led by Luis Huete, a Professor at IESE
Business School (University of Navarra, Madrid) who is a top management
consultant, speaker, author and executive coach who has provided training and
consulting services to more than 700 companies in 70 countries, including 50%
of the firms listed in Spain’s Ibex 35 stock market index. Prof. Huete holds a Law
Degree, an MBA from IESE Business School and a DBA from Boston University.
He was a Fulbright Scholar and his dissertation on commercial banks’ services
strategy was awarded by the Decision Science Institute Award as the best
dissertation of the year in 1988. He has worked as a researcher at Harvard
Business School developing scientific material and taken part in a research
project sponsored by Bell Communications.
Prof. Luis Huete
“Technology is transforming the profession, though the challenge remains the same: to create brands that are attractive,
manage the customer experience through different channels and screens and ultimately gain loyal customers. New
technologies open up a world of new possibilities for winning over customers' minds and hearts. Companies today need to
ensure that their brand promise, customer experience and the values that underpin their culture are a coherent whole that will
enrich the brand in a positive way,” said Prof. Huete.
Managing Health Communications
The Surrogacy panel, ICMC 2014, MICA.
India's first international communication management conference ( ICMC 2014),
on 'managing health communication' kicked off on 12 February 2014, at the
Mudra Institute of Communications Ahmedabad (MICA). It brought together
healthcare providers, communication professionals, marketing experts, policy
makers and activists all under one roof. Students from the Pune-based SNDT
University and those from EDI, Gandhinagar, PDPU, Gandhinagar, Lady Irwin’s,
Delhi and Calorx Teachers University, Ahmedabad also participated.
PVRN Iyer, managing trustee at The India Sight Screeners' Foundation who was
the chief guest said, "India has found answers to many diseases. Yet, despite the
availability of medical facilities, 80-85% of blind people in India could not receive
treatment on account of lack of proper communication to reach them.”
The inauguration was followed by a 'pharmaceutical industry panel' comprising
Dr Shivang Swaminarayan, Healwell, Kalol and Dr Manjul Joshipura,
vice-president medical services, Cadila Pharmaceuticals, as key speakers. The
post-lunch session discussed 'Health Behavior & Health Education: theory,
research and practice'. The final session revolved around surrogacy.
Discussions on the following day highlighted the need for holistic health and
sensitized people towards useful health related information. The conference
discussed several crucial issues in the healthcare sector, such as surrogacy,
AIDS and the importance of healthcare communications among others.
Rahul Bose on the "Role of Media
in making a healthier India"
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The Highlights
MICA holds Convocation
MICA celebrated a landmark event on
29 March 2014. For the first time,
MICA had students graduating from
all its three major, full-time, residential
programmes - Fellow Programme in
Management [FPM], Postgraduate
Diploma in Management Communications [PGDM- C] and
Postgraduate Certificate Programme
in Crafting Creative Communications
[PGCP-CCC]. The convocation also
witnessed the unveiling of the refreshed
visual identity of MICA.
After the convocation was declared
open by Madhukar Kamath,
Chairperson of the Mudra Foundation,
the diplomas, degrees and certificates
were conferred on the graduating
students. The bronze, silver and gold
medals were also announced, for
achieving the highest academic
excellence. Thereafter, the year book
was released, capturing the essence of
nostalgia of the past academic year.
The man responsible for accelerating
innovative ecosystems within the realm
of the internet - Rajan Anandan, Vice
President and Managing Director of
Google, India, was the Chief Guest for
this event. Using the metaphor of an
ambitious rocket-ship versus a safe
and comfortable sail-boat, Rajan
Anandan advised the graduating
students to rather be like the former,
impatiently ambitious but persistently
focused on achieving the results, thus
spearheading soon to the fruition of
their dreams!
Dr. Nagesh Rao, President and Director
of MICA spoke of the introduction of
the Digital Communications
Management specialization option in
the past academic year of the PGP
batch, the significant placement of
students within the same sector,
MICA’s first ever international
conference - the International
Communication Management
Conference [ICMC] 2014. He also
announced MICA’s decision to offer 50
scholarships to the forthcoming batch
of PGDM-C students [2014-2016].
MICA unveils refreshed Visual Identity
‘The School of Ideas’ which has given
MICA its unique identity, will continue.
The Governing Council of MICA, which
consists of industry stalwarts and
luminaries from the field of academics,
initiated this project in January 2014
and chose Interbrand India, part of the
world’s largest brand consulting firm as
the partner for the assignment.
At its 19th convocation, MICA
announced the strengthening of its
strategic intent - Leadership in Strategic
Marketing and Communication. As a
part of this exercise, the institute also
unveiled a refreshed visual identity. The
refreshed identity is a testament to the
evolution of the institute while retaining
its distinctness - from dual triangles to
multiple spiralling triangles. The tagline
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Dr. Nagesh Rao, President and
Director, MICA, said, “It is a historic day
for MICA. We started in 1991 and
evolved over multiple areas of focus –
Advertising to Brand Management to
Digital Communication Management.
Our refreshed identity captures our
journey thus far, as well as the way
forward based on our strategic intent.”
Ashish Mishra, Managing Director,
Interbrand India, said, “We used the
opportunity to strategically reposition
MICA. Our approach was guided by
the intent to create higher Brand
Value. To do so, we needed to move
MICA to a more upstream yet a unique
space. The heritage of MICA in the
expression side combined well with
the strategic marketing area to offer
that higher value position. Thus
creating the uniqueness of substance
and rigor leading up to communication.
The identity created thus took
inspiration from the most profound
principles that explain the science
behind all natural art forms – the
Fibonacci Series. The visual
expression used the earlier identity's
triangles arranged on the Fibonacci
spiral. The perfection of the triangle
represents the accuracy of strategic
sciences and the design language of
the unlocked triangles is a means to
showcase the creativity in
communication.”
Pecking Order
DDB China Group Tops
R3 recently conducted a survey on the performance of
agencies in China based on in-depth face-to-face
interviews with senior marketers on factors such as
understanding the Chinese consumer and understanding a
client’s business. DDB China Group emerged as No.1 in
seven categories. A great achievement, especially as it is
its clients who have gave them this honour. This is real
recognition of their talent, understanding, insights and
service with a smile.
DDB Mudra Tops New
Business League
For the last eleven years, R3 has been keeping track of
creative and media agencies’ new business wins and
losses across Asia Pacific. This involves connecting with
more than forty agencies, and covering more than 4,800
results. Out of 24 of the country's leading agencies, DDB
Mudra Group ranked #1 in the new business league in
2013. And, in Malaysia where 18 agencies were ranked,
Naga DDB Malaysia also topped the league in 2013.
DDB Group Asia Pacific in Agency
Report Card
DDB Group Asia Pacific received a 'B’ grade rating, second only behind Ogilvy
(for the third year in a row) in the Campaign Asia Pacific’s Agency
Report Card. The Region continued to challenge Ogilvy, who very narrowly
pipped them to the top place with a B+ grade. Given that Ogilvy is the dominant
force in the region and more than triple the size of DDB Group Asia Pacific, the
incremental difference was indeed tiny. No agency received an 'A' grade.
Whilst the Region’s rating was on par with BBDO, JWT, Leo Burnett and
McCann, the accompanying write-up on its performance was much better than
all of them. DDB Group Asia Pacific was praised on the reorganization of its
business model and for offering solutions to business problems rather than pure
advertising or communications. Also, for making technology a priority and for
their creative accolades, in particular, ‘Smart TXTBKS' extraordinary success
across the world.
2013 RECMA Report
DDB MudraMax placed third in the RECMA 2013 Report
published in the first week of February 2014. The report
gives a qualitative assessment for 2013 for all leading
media agencies in India, basis two parameters, Vitality
and Structure. Maxus India led at No. 1 in the chart and
was followed by Mindshare.
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Back to the Books
Craig Lonnee - On the
DDB Group Leadership Dialogue
What was the main objective of the GLD workshop?
The objective of the Dialogue was to harness the collective
energies of the senior management staff of the DDB Mudra
Group, with the view to adopting the more unified structure
of The Service Profit Chain operating model, as a means to
achieve and drive sustainable growth.
What exactly is The Service Profit Chain and what
are its key components?
The Service Profit Chain construct originated from some
breakthrough thinking by Professors at the Harvard
Business School, which was adopted by Omnicom
University as the foundation model for business
operations across all Omnicom agencies worldwide. It
outlines an operational and behavioral structure, that is
led by service deliverables. The main components of the
SPC are Internal Service Quality, Employee Satisfaction,
Employee Productivity, Employee Loyalty, External
Service Value and Client Satisfaction. It seeks to
establish a clear link between Loyalty, Profit and Growth
and places a high responsibility on the local leadership
to drive this.
Was this Dialogue meant only for India or have such
workshops been carried out in other parts of the world?
The Group Leadership Dialogue is an initiative borne out of
DDB Group Asia Pacific and has been successfully
conducted across several countries throughout the region.
It has already achieved success in Korea and China.
Under SPC, DDB Group Korea achieved a complete
turnaround with the agency subsequently being judged
the most improved in the Asia Pacific region in 2011 and
later the top agency in the world, based on DDB Voice
(DDB’s staff engagement survey). In 2012, DDB Group
Korea won a Cannes Lions and was named runner-up
Campaign Asia Pacific Creative Agency of the Year. In
2013, I am so proud to say, the agency was crowned
Agency of the Year - and is the reigning champion. We
are hopeful of launching similar workshops in other
regions at some point in the future.
Who were the participants in the Mumbai Dialogue?
We first organized a workshop in January 2014 for the
Senior Management Council and followed this up in
March 2014 with a larger group of 50 consisting of all the
current and potential leaders of DDB Mudra Group. Our
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Craig Lonnee - Chief Development Officer & Regional
Talent Management Director – DDB Group Asia Pacific
Indian operations are large and across several disciplines
and agencies. We wanted to bring together this tremendous
talent pool and to harness and leverage the collective
intellect of this group to move and drive growth.
What was the main content of the Dialogue Workshops?
The content and focus of the dialogue was on key issues
that emerged from the Organizational Diagnostics that we
undertook via three different surveys in 2013:
1. DDB Voice (the Employee Engagement Survey)
2. DDB PULSE and Compass (the Client Engagement Surveys)
3. LAPS (the Leadership Aptitude and Practices Survey)
Given our core belief that Creativity is the most powerful
force in business and since we are in the business of
working with powerful ideas that touch hearts, change
minds and build brands, the workshop also focused on the
cultural aspects of DDB and the need for THE FOUR
FREEDOMS to flourish in order to provide an environment
in which creativity leads and business follows. Culture is
absolutely important and is made up of core beliefs and
values that are universally understood, shared and
practiced. It’s about how we do things, what we believe
and how we behave – our conviction. It’s what makes our
organization different from all others.
Back to the Books
Could you elaborate a bit on aspects of the DDB
culture?
Let us start with Bill Bernbach himself who left us a
legacy that placed a high value on trust, honesty,
priorities are therefore always People, Product and Profit,
in that order.
What was the methodology employed in the
dialogues.
integrity, authority, accountability and courage. Bill
revolutionized the practice of advertising with his unique
brand of humor and respect for the consumer. He
believed the best advertising combined creativity with
humanity and was always based on valuable insight into
human nature and behaviour. He transformed the way
we do business by placing it firmly around the core
values of ‘Creativity & Humanity’ setting DDB apart from
the rest of the industry. In a service business, the only
possibility for differentiating one firm from another is to
attract the best people, place them in the best working
environments, align them to meaningful beliefs and
values, inspire them to succeed, perform at high levels
and reward them when they do. This emphasis on
providing a working environment that allows the free flow
The Service Profit Chain provided the bedrock of the
conversation. The participants were broken into working
groups who formulated the Vision, Mission and Values
statement under the overarching structure of the 6 P’s People, Product, Partnerships, Prospecting, Positioning
and Performance/Profit. They derived solutions to drive
a consistently high performing team, by adopting a belief
system that supports THE FOUR FREEDOMS. We also
discussed the Agency Operations SCORECARD, its grid
and criteria – a self-evaluation of an office’s performance.
It is also a means of measuring our success when
combined with our Behavioural Change Springboard.
So what were the Key Messages you sought to
leave behind with the Management team?
of creativity is best enshrined in THE FOUR FREEDOMS
– The Freedom from Fear, The Freedom to Fail, The
Freedom from Chaos and The Freedom to Be.
If we live these freedoms, we can ensure that our working
environment will help nurture talent and will be a good
business practice in the long run. Our management
Some of the key messages were:
a. Talented people are their number one priority
b. Ownership is imbued through culture
c. Structures are in place for clear accountability
d. Training is a strength
e. Performance linked Attrition is encouraged.
17
Best of DDB Worldwide
Deutsche Telekom | Life is for Sharing | Saatchi & Saatchi & Tribal Worldwide UK
On New Year’s Eve, millions of people across the continent celebrated the arrival of 2014 with dinners, parties and fireworks.
Last year, a staggering estimated 1.1 billion photos and videos were shared on social media platforms within a 24-hour
period. To strengthen the “Life Is for Sharing” positioning, Deutsche Telekom launched a 90-second film taken from
crowd-sourced videos uploaded on Vine and Instagram showing how people across Europe welcomed 2014. Edited through
the night, the result was a film sourced from a variety of hashtags, which included #share2014. The film was a successful
collaboration between Deutsche Telekom’s two roster agencies: Saatchi & Saatchi and Tribal Worldwide. Both agencies used
the power of their 10 markets across Germany, Poland, Hungary, Czech Republic, Slovakia, Austria, Netherlands, Croatia,
Montenegro and Macedonia.
Hasbro | Trivial Pursuit | DDB Paris
DDB Paris launched the latest campaign for Hasbro’s Trivial
Pursuit board game. The objective of the game was to answer
multiple-choice questions on topics ranging from general
knowledge to pop culture with the intent of winning all six
wedges to complete the playing piece. The print campaign
revealed six prints inspired by iconic images (i.e., a one dollar
bill, the pyramids in Egypt, Mount Rushmore, King Kong on the
Empire State Building), replaced the main character in each
image with a Trivial Pursuit wedge.
PepsiCo | Quaker Oats Shanghai Launch |
DDB Group Shanghai
Quaker Oats installed an interactive 3D display in a number of
Shanghai’s highest-traffic areas to launch the new ready-to-drink
Quaker Oats product. The OOH campaign ran in subway
stations along the city’s top three commercial pit stops –
People’s Square, East Nanjing Road and Lujiazui – and used
cutting-edge Kinect technology to show celebrity endorser
Jimmy Lin holding a Quaker product. As commuters passed by
the large display screen Lin vanished and was replaced by a
gigantic Quaker Oats drink that danced and mimiced the
commuter’s movements. Developed by DDB Group Shanghai,
the outdoor campaign was a synergized extension of the Quaker
Oats television spot that was run across Shanghai on local TV.
18
WoodGreen Community Services | Single Moms Take Over Celebrity News |
DDB Toronto
WoodGreen Community Services, one of Toronto’s largest social services
agencies launched a thought-provoking communications campaign
challenging people to care about those living in poverty as much as they care
about celebrities. This pro-bono campaign, aimed to rally support for
struggling single mothers and WoodGreen’s Homeward Bound program.
Unique in Canada, the award-winning program helps homeless or
inadequately housed single mothers earn a tuition-paid college diploma, start
a career and achieve economic self-sufficiency.The campaign included
television, print, out of home, social and online advertising that drove traffic to
WoodGreen’s website. Visitors to the site could watch short testimonial videos
from some of the women in WoodGreen’s Homeward Bound program.
Website visitors were also invited to sign a petition to encourage provincial
funding for the expansion of the Homeward Bound program.
Fonterra | We are parents, too | Tribal
Worldwide Shanghai
Fonterra kicked off a large-scale
integrated campaign as the New
Zealand dairy giant officially launched
its dairy brand Anchor in China. The
campaign, created by Tribal
Worldwide Shanghai, launched with a
New York Lottery | Glory Days |
DDB New York
Adidas | Nitrocharge Your Game | Tribal Worldwide Amsterdam
Tribal Worldwide’s Amsterdam office took home the Favorite Website Award’s
2013 People’s Choice Site of the Year for “Nitrocharge Your Game,” adidas’
interactive web platform. Every year, FWA honors one website with the FWA
People’s Choice Award (FWA PCA). The winner is announced after a global
competition and is selected by an international public vote from FWA’s 12 “Site of
the Month” winners. Over the last year, “Nitrocharge Your Game,” created by
Tribal Worldwide Amsterdam and produced by MediaMonks, had already earned
FWA’s Site of the Month, Site of the Day, and Mobile of the Day before receiving
over 25% of total public votes to take home the 2013 People’s Choice Site of the
Year award. “Nitrocharge Your Game” was developed as a part of the integrated
campaign to launch the latest soccer shoes by adidas in 2013. Fans could
interact with the website, using their mobile phone as the game controller and
play an interactive game in which all features of the shoes were revealed.
19
New York Lottery (NYL) launched a
new spot, titled “Glory Days,” created
by DDB New York. The 30-second
commercial for NYL’s Silver Spectacular,
a new instant scratch-off game with a
top prize of $7,500,000, humorously
followed a man who needed a
spectacular win in his life to mitigate his
realization that his high school glory days
on the football field were in the past.
Throughout the spot, the main character
dramatically recounted a single game
from his athletic career in high school to
a group of people at a wedding, work
and in line at the ticket booth. The
man was getting ready to reveal the
winning moment of the game, when his
wife put a stop to the story - suggesting
that it may be time for a new spectacular
win in his life.
Best of DDB Worldwide
Audi Belgium | Using Headhunters to Find Drivers for the Audi A8 |
DDB Belgium
new tagline, “Anchor, we are parents,
too,” targeted Chinese mothers looking
for high-quality imported milk products.
The ad featured a family of farmers in New
Zealand lovingly tending to their herd of
cows. The integrated campaign featured
two TVCs for different phases, an
interactive campaign online and on
tablets, as well as experiential events.
The new campaign for the Audi A8, a high-end luxury sedan, set out to reach
ambitious go-getters. Therefore, Audi Belgium joined forces with the
renowned recruitment agency SThree to invite a select group of candidates to
participate in an exclusive 24-hour test-drive. The campaign, created by
DDB Belgium, launched with the tagline “Don’t call us for a test-drive, our
headhunters will call you.” Shared values such as quality and innovation form
the basis for this partnership between Audi and SThree. SThree brought the
most qualified professionals into contact with high-level companies and used
this specialty to help find the perfect test drivers for the new Audi A8. The Audi
Contact Center in Belgium then invited the selected candidates for an
exclusive 24-hour test-drive. The #testAudiA8 program included posters,
print, and online bannering. In addition, email marketing initiatives personally
invited each selected profile for a VIP test-drive.
Harvey Nichols | Sorry I Spent It on
Myself | adam & eve DDB London
adam & eve DDB and luxury store Harvey
Nichols dreamed up a Christmas gift
range called Sorry I Spent It on Myself,
made up of low-price goods like: a
water-resistant sink plug for £1.13,
100% real-wood toothpicks for 47p, and
authentic Lincolnshire gravel for £1.61.
The so-called gifts were available in store
and on the Harvey Nichols website as of
27 November. adam & eve DDB built a
commercial of uncomfortable scenes
where gift receivers were perplexed and
disappointed by the “gift” they received.
Turned out that the gift givers spent all
their money on themselves. The full
campaign included online films, windows
and in-store displays, a downloadable
Christmas card from the Harvey Nichols
website, and social media using the
hashtag #SpentItOn Myself.
MetroPCS | #MakeChange | Spike DDB New York
MetroPCS and Spike DDB teamed up to produce the “#MakeChange”
campaign - a fully integrated program created by Spike DDB to promote
MetroPCS’s annual “Leaders and Scholars Program.” In order to participate
in #MakeChange, high school juniors and seniors were encouraged to pitch
their best idea to better their community for a chance at a $10,000 college
scholarship and $10,000 to fund their community service project. To be
nominated for Leaders and Scholars, applicants had to upload an idea about
how they would make change in their community with their winnings. Up to
20 semifinalists could earn $2,500 for college. But only one of those great
ideas would score a sweet $10,000 scholarship and $10,000 more to fund
their #MakeChange project. For the first year ever, students were able to
complete the application online at http://www.leadersandscholars.com. Print
ads appeared in local newspapers such as New York Daily News, am New
York, and Metro; the print component also included posters and brochures
distributed and displayed in select MetroPCS stores throughout the
metropolitan area.
20
Indus Pride | Thematic Campaign | DDB Mudra South, Bangalore
India has always had a taste for finer things in life, whether it is for
music, the arts or food. Indus Pride is a tribute to this exquisite
sense of taste. It also has the distinction of being the first Indian beer
to be brewed with authentic Indian spices and the choicest hops to
create a taste that is distinctly Indian. Which is why it is believed that
the beer is not just ‘Made in India’, but ‘Made for India’. The
objective of this campaign was to increase awareness of Indus Pride
as an Indian Specialty Beer which is brewed with spice and comes in
four variants: Citrusy Coriander I Citrusy Cardamom I Spicy Fennel I
Fiery Cinnamon. To differentiate it from regular lagers, the campaign
was crafted on the three intrinsic talking points of the brand. Being a
surrogate campaign it was artfully crafted with a lot of detailing.
Peter England | Wedding Range | DDB Mudra South, Bangalore
Peter England wanted to tap into the wedding season and promote
awareness about Peter England’s Weddings range. The aim was to
convince the consumer that Peter England represented a one stop source
for all his wedding needs. The campaign worked around the insight that a
wedding is a once in a lifetime occasion. And, to be prepared for this life
changing move, one seeks the help, support, advice and guidance of
friends and family. Even the to-be bride. And, one’s own self. Peter
England becomes one’s wingman who helps prepare for the big day by
offering everything that is needed. From Indo-Ethnic to Indo-Western to
Western Wear to Wedding Accessories. The creative idea therefore was
‘Preparing you for every step of your big day’. A three ad campaign was
run over one and a half months that showed how Peter England helped at
various occasions and moments up to the wedding day.
Bata | Chali Chali Life | DDB Mudra North
Bata wished to break away from its image of being a
“comfortable & affordable footwear solution” and to promote
itself as a “lifestyle destination” as captured in the tag line “Bata –
where life meets style”. Research revealed that its most loyal
consumers belong to the 35+ age group while there was a clear
gap in the satisfaction levels of those in the 18-30 years bracket.
A multi media campaign sought to lower the age of the brand's
patrons to address these gaps. The Chali Chali Life TVC captured
slice-of-life situations but showed the action only from the waist
down. Shot in a contemporary manner and stitched together
using fast-paced music, the film encapsulated the journey of life
and style travelled by the youth accompanied by Bata and
showcased its range of formal, contemporary, casual, party and
outdoor adventure shoes via its montage sequences.
Star Jalsha | The world’s largest Jalebi | DDB Mudra East
Star Jalsha, Bengal’s most popular Bengali GEC wanted an activation
idea that would link back to their top TVR show, ‘Tomaye Amaye Miley” in
which Nishith, one of the central characters had just won the accolade of
‘The World’s Top Cook.’ To celebrate Nishith’s achievement and further
popularize the serial and increase recall called for an innovative activation.
Keeping in mind the boundaries of the theme of the show and that it had
to be celebratory, it was decided to create the world’s largest ‘Jalebi’
(a Bengali sweet in the form of whorls and spirals). This was especially
relevant as Nishith is a sweet-maker in the show and because traditionally
Bengalis celebrate with sweets. The event was well popularized and
thousands of people, including the stars of the show, assembled at the
venue to witness a record-setting phenomenon. After completion, the
Jalebi measured 8ft. 2 inches (diameter) and was declared to constitute
an official new record by the Limca Book of Records.
21
Best of DDB Mudra
Cartoon Network | SUPER TOON AWARDS 2013 | DDB MudraMax
Experiential, Mumbai
Inorbit Mall | 10th year celebration |
DDB Mudra West, Mumbai
Inorbit Mall pioneered mall culture in
India and on its 10th anniversary, it
wished to rekindle its relationship
with its target group and promote
awareness of its new offerings. The
challenge lay in driving footfalls,
amidst events and activities
elsewhere on Republic Day
weekend sales. The campaign was
divided into three categories, Food,
Fashion and Entertainment and the
creatives depicted how Inorbit had
been a part of one’s life. A road
block was done on the day of the
anniversary and four RHS (Right
hand side) Full page ads in Bombay
Times with no advertisement on the
left side. The creatives had a call to
action to tweet birthday wishes to
Inorbit Mall. These were flashed live
on an LCD screen at the mall and
the best ones awarded gift
vouchers. Nine outdoors sites were
taken in and around the mall. Three
60-second radio spots which
provided testimonials of how Inorbit
played an important landmark in
building relationships were aired on
4 radio stations. On ground activities
such as a cake cutting ceremony
offered fun and engagement with
lots of prizes being distributed.
Cartoon Network has been the leading kids’ entertainment channel for almost two
decades. To engage kids and parents, a new event property was created - an
award show titled ‘CN SUPER TOONS’. The pre-hype strategy included canter
activities in Delhi, Bangalore and Hyderabad where a plasma screen showcased
the innovative award categories in which kids could cast their vote for their favorite
toon characters. In Mumbai, Over 6000 invites (one child + one parent) were
distributed across schools for a mega event that amplified the Cartoon Network
experience. The show opened with a brilliant act called ‘visual poi’. The award
categories underlined the traits of the toons and included Badmaash Toon,
Biggest Dhamaka, Bhukkad Award, Ha Ha He He Award, Dumb Dumb Award,
etc. Cartoon Network characters like Ben Tennyson, Oggy and the Cockroaches,
Johnny Bravo, Kris & Kanishk from Roll No 21, Tom & Jerry, The Powerpuff Girls,
Scooby Doo etc. performed the latest Bollywood numbers and enthralled with
humorous gags. The event was attended by over 9,000 kids and their parents.
Tupperware India | Ultimo Steam It | DDB MudraMax Experiential Mumbai
Tupperware India, the leader in innovative branded food storage, preparation and
serving products leveraged the new year’s resolutions around health to introduce
its Ultimo ‘Steam it’ as the ultimate product for all steaming solutions. Steaming
maximizes the natural taste and color of food and helps it retain most of its natural
nutrients and flavour. ‘Steam it’ helps make nutritious, delicious, light and
low-calorie steamed recipes. An office campaign was launched to demonstrate
how to make healthy, tasty food using the method of steaming. The activity was
designed to break the office monotony by creating interesting and informative
short breaks educating office goers on steaming and other Tupperware products,
along with fun-games and highlighted the opportunity for empowerment of
women. Tupperware’s office campaign ran in 180 corporate offices across eight
metro cities and effectively created visibility and awareness about Tupperware.
The team created an artistic display rack to introduce the new range of offerings.
22
Best of DDB Mudra
Livon Hair Gain | Kyun yeh Zindagi | DDB Mudra North
Big Bazaar | Kiddie Club | DDB Mudra West, Mumbai
Livon Hair Gain Tonic with Active Root Energisers, is a
tested product, trusted by Indians looking for hair fall
treatment and hair re-growth. The campaign endeavoured
to establish Livon Hair Gain as a credible hair fall solution.
The core insight held that hair loss affects a man beyond an
ailment, at an emotional level as well, resulting in a loss of
confidence leading to further losses in life. Making him look
older, holding him back from fully participating in life and
gradually even changing his identity, making him feel older
than his years. Worsening the problem, the market is
replete with solutions ranging from quacks to extreme
measures like clinical treatments and transplants. After
initial failures with some products, his faith in the category
dwindles. The brand sought to overcome this cynicism,
offer a solution that helped regain his hair and falling
confidence, enabling him to get more out of his life. The
TVC “Kyun yeh Zindagi” connected with the consumer
emotionally, empathizing with him by communicating
through a slice of his own life. It showed a young man
facing hair loss, holding himself back from enjoying
everyday situations. The idea was to mirror the sufferer’s
feelings at important life events when hair loss becomes his
biggest disadvantage. It went on to explain why Livon Hair
Gain would work, in a clear product demonstration.
With over 7% business catering to kids merchandise,
Big Bazaar wanted to establish itself as a destination
for kids’ shopping. But, how does a brand known for
groceries and veggies make a fun and attractive
proposition to this age group? To understand their
world and speak their language, Big Bazaar formed a
Kids Advisory Board of 12 junior brand managers who
helped in conceptualize the fun activities which would
keep the kids interested in the most relevant offers and
prizes. An exclusive kids club was launched which
gave each member his/her own card on which to
accumulate points by shopping and/or participating in
various fun events. Based on the points accumulated,
kids got to win exciting prizes. Big Bazaar tied up with
Disney for the grand prize, a trip to Disneyland,
Hong Kong. Other assured gifts were Disney Princess
Academy passes, Big Bazaar gift vouchers etc. Using
the payback card proved a smart way to not just
maintain a database of this age group but also to reach
out to their parents through them.
Green Tea
My tea has
zero calories.*
Yours?
*Green tea is a zero calorie drink when had without milk or sugar.
Consume as part of a healthy and active lifestyle.
FEEL LIGHT.
FEEL ACTIVE.
Lipton Green Tea | Hopscotch | DDB Mudra West, Mumbai
Lipton is the world’s no.1 tea brand which has been established for over 100 years and is available in more than 100
countries. Lipton offers a range of exciting green teas that are perfect for health conscious young adults. A zero calorie drink,
Green Tea helps you feel light and active even on your busiest days. Lipton’s global campaign was brought to life via the
creative idea ‘Brings out your lighter side’. The brand’s global campaign and idea, was brought alive in India with Bollywood
star Anushka Sharma. The challenge lay in getting health conscious young adults to switch from their regular tea to Lipton
Green Tea. The campaign idea magnified how Lipton Green Tea was the healthier uplift that helped one stay on top of one’s
busy day. The media used were TVC – mainly on GEC channels; Outdoor and bus shelters in Bangalore, Mumbai and Delhi.
It was also heavily promoted on digital platforms.
23
Q&A
&A
Matt Broom
President International, Doremus Worldwide
HotStuff caught up with Matt Broom on
his recent visit to Mumbai and got him to
speak about Doremus Worldwide
Please provide us a brief
description of the activities of
Doremus Marketing? Do you
specialise in any specific niche?
Doremus is Omnicom’s business
communications specialist. It’s who we
are and what we do – and it’s why
clients have chosen to partner with us
for 110 years. We offer clients in
complex and dynamic categories,
insights into multiple target audiences
and create engaging cross platform
programs that advance our clients
business. Some of the clients for whom
we have done outstanding work include
Corning, Thomson Reuters, Hewlett
Packard (Enterprise Group) and Visa
Commercial.
Unlike other agencies that focus
exclusively on the marketing of the
brand, Doremus focuses on the
Business of the Brand®. We view
24
marketing communications as a
strategic driver of business outcomes,
which is about simplifying complex
products and services into compelling
brand stories that drive engagement
and in turn outcomes. These desired
outcomes include but are not limited
to: revenue generation, lead
generation, establishing industry
leadership, enhancing value on Wall
Street and redefining business models.
Please let us have an overview of
your responsibilities as President
International.
In my role at Doremus, I’m responsible
for client solutions, commercial
development, network growth,
strategic partnerships, acquisitions
and building Doremus' reputation
worldwide. At its core, it’s about
identifying potential global partnerships
and extending existing client
relationships into new markets. It is a
role critical to the company’s initiative
to build upon its efforts to service its
clients’ global interests.
Could you share a success story
with us?
Corning, the world leader in specialty
glass and ceramics needed to build
brand awareness and advocacy to
generate OEM demand for its latest
innovations in a diverse group of
verticals and launch the Gorilla Glass
brand to consumers. To reposition
itself from an invisible ingredient brand
to a leader in technology – an enabler
of the kind of life that the world
demands. We developed a vision
video (A Day Made of Glass),
supported by an integrated consumer
campaign to generate awareness and
demand to influence B2B decisions.
Q&A
Important verticals included
technology, telecommunications,
automotive and home appliances.
To generate interest and stimulate
demand among OEM customers for
Corning’s latest innovations, we
developed a video which went on to
become the most-viewed corporate
video of all time. “A Day Made of
Glass” began life as exceptional
content - an inspirational vision of a
future made possible by technology
and glass. By aggressively seeding the
video and actively managing its viral
propagation through social media, we
made it a genuine phenomenon, with
more than 22 million views on YouTube.
has become a flag bearer for progress
and recognition for B2B communications
and Omnicom has continued to
recognize and invest in this specialty.
The success of the vision video led to
an integrated campaign for Gorilla
Glass, leveraging the iconic name, the
campaign combines two disparate but
valuable attributes, amazing durability
and stunning beauty, in an instantly
recognizable way that reinforces the
message with core B2B audiences
and consumers alike. We created a
social hub for Gorilla Glass and
technology aficionados to congregate
online and share experiences with the
broader community. We used DNA to
discern among Corning’s audience
where the biggest opportunity was
and how best to reach them. It helped
us identify new media partners,
discover new influencers for PR, new
vertical specific opportunities, and
redefine the ‘tech influencer’
classification, ultimately honing our
media plan to focus on where OEMs
and their audiences are based.
Complementary to that, we have
found ourselves working with clients
that have allowed close collaboration,
greater access, trust, and an appetite
for risk. This has helped us develop
the insights we need to create
powerful brand expressions for our
clients, ones that make a big impact in
the marketplace, deposition the
competition, and drive measurable
business results.
Using Nielsen Aided & Unaided
Awareness, the results YOY were
significant, particularly among the
millennial audience. The Campaign
was a huge success. Consumers are
engaging with Corning® Gorilla®
Glass and it has become the
fastest-growing product in Corning’s
history. Following the launch of the
campaign, Corning realized new
engagements with some of the world’s
largest manufacturers and potential
customers: Ford, Electrolux,
Whirlpool, Porsche, Intel, Microsoft
and the US Navy.
We understand that Doremus was
named BtoB Magazine's 2012
Mid-sized Top Agency. To what do
you attribute this success?
Fundamentally, an unrelenting desire
to continuously innovate within B2B
and advance the category. Doremus
Doremus provides a unique and
unparalleled understanding into the
challenges facing clients in B2B. Our
focus on the Business of the Brand
has met a previously unmet need in the
market, and over the past five years
we have been fortunate enough to
have seen significant growth – growth
in revenue, growth in clients, growth in
talent, growth in service offering and
proprietary tools.
Your website claims that you
“make the complex compelling”.
How do you do this?
What is unique about our approach is
the close collaboration of our creative
and engagement teams with the
strategic planning process. The result
is a right-brain, left-brain solution that
finds new ways to engage with
audiences.
We hire senior creative, digital and
media talent, often with consumer
backgrounds, to challenge the status
quo by bringing the restless thinking,
strategic insights, and creative
excellence usually found in consumer
brands to business communications.
As a result, we are staffed by
award-winning personnel with global
experience, strong innovation,
and high levels of fluency across
business sectors.
We draw insights using best of breed
technologies, systems and solutions,
including our own proprietary tool
DNA, giving us a unique perspective
into various stakeholders that no other
agency can match. In short, our deep
insights provide the foundation for
delivering our clients’ brands in big,
breakthrough ways that transcend
disciplines and drive greater results.
What is the purpose of your visit to
India?
What is clear to me is the enormous
potential that exists in India. For me, in
my role as President International, it is
important to understand the
opportunities that exist within the
country, not only opportunities for
current clients to expand and grow into
the region but for potential partnerships
that can be formed to help support
India’s booming corporations tap into
the opportunities around the world.
Have you conducted business in
India in the past and if so, what has
been your experience?
Yes, we do have a small amount of
experience in India, as we had
conducted a campaign for the CFA
Institute along with DDB Mudra Group.
It is a global organisation that conducts
accreditation and certification in
financial services. More importantly
though, we have many other clients
whose global growth plans significantly
include both China and India. To service
their needs we have already expanded
our global network and have opened an
office in Beijing just eighteen months
ago and another in Shanghai a few
weeks ago. We are now considering
setting up shop in Mumbai also.
What are your views on DDB Mudra
Group and what is the role it will
play for you in future?
We consider the DDB Mudra Group as
the gold standard in India and feel that
we are lucky to have them as our
partner. Madhukar Kamath and I go
back quite a few years, as we had done
the three-year SMP course of the
Omnicom University together. So, we
share both a business relationship and
a special personal chemistry, you could
say. As DDB Mudra is a part of the
Omnicom Group, it would be a natural
decision to incubate our B2B services
within this group. It also has the
requisite experience at transitioning
other agencies with some level of
success into India. Apart from these
considerations, we feel that there is
good scope for us to add value with our
offerings in the B2B area to its
integrated operations. The Group has
some prior experience via the Rapp
brand but nonetheless, we see good
opportunity for a standalone brand
since there is so much big business
coming into India and also a significant
number of Indian firms that need to be
serviced for their international business.
25
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Q&A
&A
Paul Woolley
President & Global COO, CPM International
Group of Companies
Paul Woolley speaks to HotStuff about the
CPM International Group of Companies
Please provide us a brief
description of the activities of CPM.
CPM was purchased by the London
advertising agency Davidson Pearce in
the mid 1980’s and that business was
then purchased by BMP plc who were
subsequently purchased by Omnicom
in 1989. In the early years, CPM was a
single product business – field
marketing – in a single country, the UK.
That situation changed significantly in
the 1990’s when CPM expanded
through acquisition and client-led start
up into most European markets. In
subsequent years, the business
evolved both geographical coverage
and new products, in response to a
vibrant market place and client need.
The establishment of Cosine in 2006
gave Diversified Advertising Services
(DAS) an alternative networked retail
marketing services offering for clients
26
HotStuff Book Issue (Page 26)
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looking for a more specialised agency.
In 2008, one of the largest
independent experiential businesses in
the UK, TRO, was purchased to
respond to the needs of clients to link
field marketing into experiential
activities. As we go into 2014, the
CPM International Group of
Companies operates through 30
wholly owned entities and a small
select group of affiliate companies in
40 countries in total. We have a
presence across all of Western Europe,
USA and Asia (Singapore, Hong Kong,
Vietnam, Australia, China and India).
getting the consumers to experience
the brand promise from our clients.
We are passionate about growing our
clients' brands by using insight to
create influence and drive sales. First
and foremost, we are in the business
of people. It is the essence of what we
do - our DNA - delivering our clients’
brands to their customers through our
people. We deliver this through 4 key
channels; Direct Sales (field
marketing); Telemarketing (contact
centres); Digital Marketing (online
communications) and Experiential
Marketing.
Both CPM and Cosine provide retail
marketing services including
merchandising, assisted selling, retail
activation and local area marketing for
a variety of sectors (FMCG, Food &
Beverage, IT and CES). TRO’s offering
is around experiential marketing and
To give an idea of the size and range
of activities we undertake on an
annual basis:
• CPM will make nearly 20 million
face-to-face sales calls in retail across
the globe this year.
Q&A
• Our call centres will handle more
distributors, who become more box
a broad range of services and products
than 9 million inbound and outbound
movers). This is very current and we
within the Omnicom family offers our
sales and customer care calls this year.
are seeing new distribution models
clients.
across the world and particularly in
• We will carry out over 800,000
North America.
sampling/demonstration days this year.
What is the purpose of your visit to
India?
Modern trade is gaining ground, but we
We operate on a single or
believe it is still a long way from
I have been coming to India on a regular
multi-country basis, on either long
securing dominance in India and the
basis in recent years to work with my
term or tactical campaigns.
Asia markets which I witnessed myself
local MD, Mandeep Singh, and meet
in numerous store visits in Delhi in
with our clients to understand their
Please let us have an overview of
January. Brands will need to respond
challenges. These visits I really enjoy, as
your responsibilities.
to this trend and will do so through
India is a beautiful country and a
utilisation of some of the more
phenomenal market in terms of growth
I joined a DAS business in 1994, as the
advanced tools – online reporting,
and opportunities and we are very
CFO and through a series of mergers,
image recognition, tablet demonstrations
active in developing our international
acquisitions and disposals joined CPM
in store - from quality operators such as
clients into the local market. My visits
UK as the COO in 2000. As the Group
DDB MudraMax and CPM.
also present me with the opportunity to
of Companies grew, so did the
better understand the Indian market
opportunity to expand my role and I
Consumers are becoming better
place and to represent the market
came out of the UK business in 2007
educated and more sophisticated.
realities at the Group Board.
to work within the European
There is no better example of this than
Management team. In 2012, that role
the rapid evolution of mobile phone
What are your views on DDB Mudra
was expanded to a global remit to
technology and the pervasive Smart
Group and what is the role it will
embrace the SAO role for the Group of
Phone usage. The consumer has
play for you in future?
Companies, commercial and
access to information search when
operational negotiations, procurement,
they want it and certainly during the
DDB Mudra is quite rightly a flagship
property, acquisitions, joint ventures
shopping experience. You don’t need
business for Omnicom in India and we
and affiliate arrangements.
to be in a physical store to buy a
have very much enjoyed our
product that your friends recommend
interactions with Madhukar and his
In 2013, the Group Board recognised
… it’s a simple click. That leads us into
team. If I look at DDB Mudra in the local
the growth we were seeing in Asia
the whole area of Shopper Marketing
Indian market, they clearly have an
(which now accounts for 20% of
where the new shopper doesn’t follow
outstanding offering that encompasses
Group revenues and growing) and
a single line in the purchase path with
both the digital world with the offline
I was asked to take on the broader
shoppers using a wide variety of
world in a manner that is relevant to the
responsibility of co-ordinating activities
technology literally anytime, anywhere
needs of the market place. The main
across all three brands in Asia.
… and the store is offline. Getting both
challenge will be how to respond to the
the online and offline world together is
new consumer that doesn’t perceive a
What are some of the current
so very front of mind for our clients in
difference between the physical world
trends in Trade / Field Marketing?
2014 and how organisations such as
and the digital world. The agency that
Do you see good scope for this
DDB MudraMax and CPM respond to
brings a product together to respond to
business in India?
the challenge of making themselves
this will be the winner this year,
relevant in this debate will be so very
I suspect.
We are seeing numerous trends and
important.
messages from the market place, so I
We have started a dialogue with
will focus on what we perceive to be
The important thing about trends is
Madhukar on how we might work
the strongest. Firstly, brands need to
identifying the ones that will impact on
together on an offering to the local
have a better integration of their efforts
our clients and ensuring that we are
market place that gives the DDB Mudra
in traditional and modern trade and to
relevant to the new world in which they
clients access to a global field
do that they are reinventing the
find themselves. Our response to what
marketing network. Whilst at an early
traditional distribution models and
we are seeing is to create more
stage in the conversation, we would like
taking responsibility for their brands’
integrated services and to embrace the
to think that 2014 is the year that we
execution (so a less active role for the
collaboration opportunity that such
can make this happen.
27
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Thought Leadership
Sonal at Tokyo and Berlin
HotStuff has learned that you were invited to two
prestigious global meetings of DDB Worldwide.
Could you please share some details?
That’s right. I had the privilege of attending the Bullseye
Regional Council meet in Tokyo, on 13 and 14 February
2014. This was followed by a workshop at the prestigious
Berlin School of Creative Leadership in the third week of
March.
What exactly is the Bullseye?
It’s an initiative launched by DDB Asia Pacific five years
back. Essentially, a system to review prospective
submissions to award shows the world over. Initially,
Bullseye was devised to improve DDB APAC’s creative
standing. It proved to be very effective and was adopted by
DDB Worldwide. So now, there are Regional Councils
across all regions of the network. Each Council reviews its
submissions prior to the top award shows; working
together to determine which work should be entered, and
which categories the pieces have the best chances of
winning. In addition to giving direction on how some good,
but unreleased work, that are borderline winners can cross
over successfully. This review takes place at least two
times per year – the first, timed to coincide with the top
regional award shows, and the second, with the
international ones.
Why is it so important to win Awards?
We all feel good when we win something, right? It’s that
simple. Awards bring glory to clients and the creative
practitioners in equal measure. In tangible terms, I would
say awards are indicative of the creative health of an
agency. Success at Award shows, both at the local and
global level, is one of the best ways to judge just that. This
success snowballs to attracting clients who want to do
good work, and talent that shares the sentiment. Moreover,
every agency in our network is expected to feature in the
top three of the creative rankings anyway. And, our wins
determine that. Most importantly, they move the
profession of creativity forward. So there you have it.
of the greatest ideas are also the most simple. I feel these are a
few good filters for judging work. So, in the Regional Council
meets, we always try to provide constructive suggestions for
improvement based on these filters. So that offices can rework
and resubmit their materials for further review, and hopefully,
greet metals further on.
Is there a specific target set for the Region?
Last time around, APAC led the DDB network in terms of wins at
Cannes. Needless to say, the region’s performance at the Award
shows contributes significantly to DDB Worldwide’s success.
Having said that, everyone in the network still believes that the
region can achieve more to fulfill its creative potential. So, all the
creative leaders in the region are aligned to achieve just that.
And, we are well on our way to applying greater focus on the
detailing of individual pieces, and pushing work that’s ‘good’ to
become work ‘great’. Not to mention regain the digital
high-ground DDB has traditionally enjoyed. All, directed toward
making DDB the true network of the future.
And what about the invitation to Berlin School of Creative
Leadership?
Genuine human insights. Freshness. The “does it make
you sit up, notice, and want to share with other people”
factor. And, the sheer simplicity. It’s interesting how some
I was invited by Amir (Kassaei) to join in a unique creative leaders
programme that he’d hosted in Berlin. The workshop ran for
3 days from 20 to 22 March 2014. The idea was to provide us
with the skills and the entire spectrum of knowledge needed to
shine, not only creatively, but also across all aspects of our
business, even as we shape and prepare the DDB Group for
innovative and exciting things in the coming years.
www.berlin-school.com
The workshop had been custom-designed by Roisin Rooney at
Catalyst and the Berlin School of Creative Leadership. It covered
the complexities, and even the contradictions, of creative
leadership. It was highly interactive and enabled us to spend time
working on some of the main challenges we face in our business
and across the industry. It was a forum where all the invitees got
to essay the roles of entrepreneurs, innovators, creative and
strategic thinkers who will now lead our businesses successfully
into the future.
What is the criteria for judging creative work that
should be submitted?
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Thought Leadership
Madhukar Kamath
FICCI FLO Awards
Madhukar Kamath, Group CEO &
Managing Director, DDB Mudra Group
was invited to grace the FICCI FLO
Exceptional Women Achiever’s Awards
2014 held on 15 March in Mumbai.
FLO, the Women’s Wing of FICCI
partnered with Golden Maharashtra
Development Council for this annual
flagship event honoring Exceptional
Women Achievers of Maharashtra.
H.E Shri K Sankaranarayanan, Hon'ble
Governor of Maharashtra was the chief
guest. Smt Pratibha Devisingh Patil
former President of India was one of
the eight women achievers honoured at
the function. Madhukar is seen in this
picture presenting an award to Nishi
Vasudeva, Chairperson and Managing
Director (CMD) of Hindustan Petroleum
and also the first woman to head a Nav
Ratna company.
IIT Mumbai
Madhukar was also amongst a select
group of senior professionals from the
corporate sector who shared their rich
Pratap Bose
2014 APAC Effie Awards
In recognition of his knowledge and
perspective, Pratap Bose, COO, DDB
Mudra Group was invited to be a judge
for the 2014 APAC Effie Awards.
The Effie Awards is recognised
throughout the industry as the global
standard of marketing effectiveness
excellence. Organised by the
Confederation of the Asian Advertising
Agency Associations (CAAAA) and
Tenasia Group, the APAC Effie Awards
honours the region’s most outstanding
marketing communication work that
have proven results in meeting strategic
objectives. The Effie Judging Round 2
was held on 20 –21 February 2014 in
Singapore. The 2-day judging session
hosted by Bloomberg, welcomed a
diverse group of experienced industry
and marketing professionals from
around the Asia Pacific region. As a
judge, Pratap reviewed some of the
most effective marketing communication
experiences on the growth strategies
employed by their companies with the
middle and senior management levels
at IIT Mumbai on 27 January 2014.
Madhukar circulated the IIM Bangalore
case study on Mudra to the
participants as a pre read and used
Prof Atanu Ghosh's book on
'Strategies for Growth' as the
framework for his talk. He used a story
telling approach to acquaint the
audience with Mudra's growth journey
over the past three decades, with the
eighties being marked by disruptive
growth, the nineties with building a pan
India presence and the 2000s seeing a
metamorphosis brought about by
becoming a fully owned subsidiary of
Omnicom/DDB Worldwide.
efforts that have run in the Asia Pacific
region. He also had the chance to
exchange views with fellow industry
professionals.
FICCI FRAMES 2014
Thereafter, on 13 March 2014 Pratap
spoke on ‘Live Events and
Experiences: The New Box Office?’
at the landmark 15th edition of FICCI
FRAMES 2014, Asia’s largest and
most definitive annual global
convention on the business of
entertainment. Pratap addressed an
august gathering of nearly 2,000
Indian and 600 foreign delegates
representing the entire gamut of the
sector, including Film, Broadcast
(TV & Radio), Digital Entertainment,
Animation, Gaming, VFX, etc. FICCI is
India’s apex body of commerce and
has been supporting the cause of the
Indian entertainment industry for more
than fifteen years. Its reports and
surveys are held in high esteem and
the organisation works closely with the
government and industry towards
policy change.
Image Courtesy Tenasia Group Pte Ltd/
APAC Effie Awards
OOH Conference & Awards
Pratap Bose was also one of three
keynote speakers at the fourth edition
of exchange4media’s OOH
Conference & Awards on
20 March 2014 in Gurgaon.
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Thought Leadership
Samyak Chakrabarty
Samyak shares the stage with Dr. Raghuram Rajan, the Governor of
the Reserve Bank of India.
Since 2010, The Thincquisitive
Foundation has partnered with The
United Nations Information Centre for
India & Bhutan to host the conclave
which acts as a common platform for
The erudite speakers included
Dr Raghuram Rajan, Governor,
Reserve Bank of India, Poonam
Mahajan, National Secretary, BJP,
Anurag Thakur, member of Lok
Sabha, Meera Sanyal, president,
Liberals India for Good Governance,
Parmesh Shahani, head, Godrej India
Culture Lab, Imtiaz Ali, film director,
Avani Davda, CEO, Tata Starbucks,
Bandana Tewari, fashion features
director, Vogue India, Prince
Manvendra Singh Gohil, founder,
Lakshya Trust, Dr Zahir Kazi, president,
Anjuman-I-Islam, James Crabtree,
Mumbai Bureau Head, Financial
Times, Sunil Lalvani, managing
director, Blackberry India, Anant
Goenka, head-New Media, Indian
Express Group and Kumar Ketkar,
journalist.
Venkat Mallik
Amit Kekre
Vineet Gupta
Venkat Mallik , President RAPP &
Tribal Worldwide India was a keynote
speaker at the DMAi 2014 Convention
in Delhi from 22 – 24 January 2014.
The topic of his presentation was
around the client agency relationship
in the new marketing world. He also
moderated a panel discussion at a
DMAi Unconference on 27 February
2014 which had about 45 participants
including about 20 CMOs. This
session had 5 panels each discussing
a key question based on a significant
new trend.
As part of its commitment to produce
content led and commercially
successful cinema, Viacom18 Motion
Pictures has embarked on a process
to broad-base the assessment of
content. To that end, it constituted an
Advisory Council for Content
Assessments and in recognition of
Amit Kekre’s experience and
perception in this field invited him to be
a Member of this Council. As a
member he will be required to assess
and evaluate scripts from time to time.
Vineet Gupta, MD, 22feet Tribal
Worldwide participated in a Keynote
Debate titled The Agency of the Future Advertising or Marketing Solutions
organised by Ad:Tech Delhi on
20 March 2014. The other members of
the panel included T Gangadhar, MD India, MEC, Sanjay Ramakrishnan,
President & Country Head, Neo@OgilvyIndia and Anita Nayyar, CEO, Havas
Media Group, India and South Asia. The
discussions were moderated by Anjali
Hegde, CEO, Reprise Media.
Samyak Chakrabarty, Chief Youth
Marketer, DDB Mudra Group
presided over the 4th annual Young
Changemakers Conclave titled
‘Conversations that lead to Change ‘
held on 1 February 2014 in Mumbai.
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interaction between young leaders
and veterans from a plethora of fields.
Guts & Glory
Effie 2013
CFO 100
At the Effie 2013 Awards held on 20 January 2014 in Mumbai, a total of 71 awards
were given out for effectiveness in marketing and advertising. DDB Mudra won 20
points with one silver for Neutrogena and two bronze for Big Bazaar. At 419 entries
this year, the Effie Awards received the highest number of entries in its 13-year
history. Effie is the most coveted showcase for effectiveness in marketing and
advertising. The Effies are the only awards that are given not only to the agency but
also to the client and winning an Effie demonstrates the highest level of leadership
in brand communication.
Anurag Bansal, CFO, DDB Mudra
Group, was featured in the 'India's Top
100 CFO' list. The CFO 100 is an
annual initiative to recognise India's
finance leaders who have made
extraordinary contributions to the
corporate world. Through an eminent
jury, the CFO India magazine identifies
and brings together 100 CFOs who are
clearly a cut above the others and
honours their achievements in various
areas of finance.
Campaign for
Dignity Awards
Exchange4Media OOH Awards
DDB MudraMax won two gold, four silver and four bronze awards at the fourth
edition of exchange4media’s annual OOH Conference and Awards held on
20 March 2014. In all 58 awards were given away. DDB MudraMax won an award
under the Innovative Creation on a New Medium, ten awards in the Creative
Awards sub-categories of Entertainment & Media, Public Service & Corporate
Social Responsibility, Consumer Durables, Hospitality Travel & Leisure and Others.
It also picked up a Synergy Award.
IAA Olive Crown
Awards 2014
DDB Mudra Group bagged the ‘Green Brand of the
Year - Silver’ title at the IAA Olive Crown Awards
2014, winners of which were announced at a
ceremony in Mumbai on 14 March 2014. The
Helpdesk campaign for Aarambh won silver metal
and Sanuree Gomes (ex-DDB Mudra Group) won a
gold metal for Young Green Art Director of the Year.
The winners of the first edition of the
Campaign for Dignity Awards were
announced in Mumbai on 1 March
2014. The Campaign for Dignity
Awards was co-created by the Dignity
Foundation and Campaign India. The
brief was to create a print ad that
encourages and inspires people to
treat the elderly with dignity. At least
one member of the team entering the
ad had to be under 30 years of age.
DDB Mudra Bangalore bagged a
Bronze for its campaign titled, Wanted/
Lost/Missing. The jury comprised
Abhijit Avasthi, NCD, Ogilvy & Mather;
Amer Jaleel, NCD, Lowe Lintas and
Partners; Ashish Chakravarty, NCD,
Contract Advertising; Josy Paul,
chairman and CCO, BBDO India; Raj
Kamble, CCO, Strawberryfrog India;
and Gokul Krishnamurthy, editor,
Campaign India.
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Media Spotilight
Economic Times, 5 March 2014
Hindustan Times, 23 February 2014
Afaqs Reporter, 15 March 2014
Point of Purchase,
February 2014
Business Line, 28 February 2014
Mail Today, 10 March 2014
Economic Times, 22 January 2014
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Campaign India, 10 January 2014
Last Word
Accentuating the Positive
Anyone who reads discussion forums or product review sites is familiar with
the phenomenon that the majority of online posts seem to be critical or
negative. Psychologists tell us this is to be expected: most of our thoughts
are negative. Hence, we dwell on what went wrong – or could go
wrong – more than we enjoy our successes. Social media can contribute to
this negativity epidemic by exposing us to more negative commentary..
A startup, PositiveTALK, is seeking to counter this trajectory by combining
advanced analytics, gamification, and old-fashioned positive reinforcement
to make the online world a happier place. It does so by calculating a daily
PositiveTALK Score for people, places, companies and brands online, using
positive/negative sentiment analysis of posts, comments and tweets, and
other analytic factors. PositiveTALK then presents the information in a
useful way and offers tools and analysis for how to improve positivity. The
initial PositiveTALK products are apps, now available in both web-and
mobile-based versions.
Implications – For social marketers, dealing with online negativity can be a
pervasive challenge. A bad brand experience may incense a customer
enough to speak out, while a positive brand experience is easily brushed off
as meeting baseline expectations, so negative posts can disproportionately
represent bad brand experiences. The PositiveTALK tools and analytics can
be adopted by marketers to monitor and act upon significant trends in their
brands’ PositiveTALK score, enough to impact overall brand health and
determine the need to amplify positive sentiments.
Please contact John.Clark@tribalworldwide.com for more information
Editor - Pilloo Mullan | Content Coordination - Neeti Nayak and Dipaali Bhosle | Cover Design - Robin Thomas, DDB Mudra South |
Design Consultant - Pradeep Debnath, Interbrand India | Artwork & Print Production - Chandrashekhar Deshmukh, Gutenberg Networks India
H tStuff
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