Urban Company back with dignity of labour campaign for Women’s Day
The campaign has been done in association with Talented
Urban Company and Talented’s new ad demands dignity of labour for women massage professionals
Urban Company, in partnership with Talented, has endeavoured to create a conversation around dignity of labour for their professionals.
In 2023, they started a conversation to narrow the respect gap between ‘blue-collar’ and ‘white-collar’ professionals with their film, “Chhota Kaam.” This year for Women’s Day, they took an intersectional approach to talk about the dignity of labour for their women professionals- specifically belonging to the Spa category.
The film follows the journey of a young masseuse who unpacks the stigma surrounding her profession, first for herself, and then for her family.
Tarun Menon, Director of Brand at Urban Company said, “Our cultural biases colour certain professions in India, and those bleed onto perceptions of Professionals on the Urban Company platform. Each Professional goes through weeks of vocational-skill training conducted by experts and is certified by the NSDC – it’s the reason they’re called Professionals. Despite that, such biases colour their careers. Everyone has the right to work with pride and dignity, and more importantly, to be respected for it. This is true for Professionals on our platform as it is for society at large – work isn't always just work, for some, it’s their life’s work.”
Binaifer Dulani and Leena Gupta, Creatives at Talented said, “The mainstream media portrayal of massages are shrouded in pervasive secrecy and indentured servitude on the back of sexually coloured undertones. A masseuse is an expert in the science of body relaxation, but her technical craft and expertise are completely disregarded in media portrayals of the vocation, and society at large. The same, however, is not true for physiotherapists who also engage in touch-based wellness. We translated the lived experiences of hundreds of UC Spa Pros to develop our plot, and our creative decisions were guided by ethnographers and fieldwork researchers, and academicians in gender, Garvi Dhar and Dr. Papori Bora. The UC Spa Professional doesn’t just create equity for all masseuses, but all working women whose success is often credited to everything but their hard work and expertise.”
The film follows the journey of a young Spa professional who comes home to an angry younger brother. The “bade bhaiyyas” in the building have supposedly ridiculed him because his sister is a massage therapist. She then proceeds to unpack this bias and make him understand the systemic stigma that results in this prejudice.
Kopal Naithani, Founder and Director at Superfly Films said, “For long, Women’s Day ads have followed the same formula: first show an imperfect world that inflicts injustice on women, then show an empowered woman who stands up for herself and makes it a perfect world. But this is unsustainable in the real world. Women’s fight for gender equality shouldn’t be such a lonely fight. The need of the hour is not only raising strong women- it is also raising men to be secure allies to those strong women. Young boys need to grow up to become men who actively advocate for women, or else, in 2054 we will still be making ads about empowered, but unsupported women who are struggling for equality in silos.”
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Goafest 2024 from May 29-31 in Mumbai
The relocation has been done in consideration of the Lok Sabha elections
Keeping in mind the forthcoming Lok Sabha elections, the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC) have decided to host Goafest 2024 and ABBY Awards Powered by One Show 2024 in Mumbai. The 17th edition of the festival will take place from 29th to 31st May, 2024 at Westin Powai, Mumbai.
Prasanth Kumar, President of the Advertising Agencies Association of India (AAAI) and CEO of GroupM, South Asia, said, “We're excited to announce that Goafest is happening in Mumbai this year, despite a few logistical challenges. Our collective decision reflects our unwavering commitment to this esteemed event, which has evolved into a cornerstone platform for shaping the future of our industry. It's become a vital platform for industry, becoming a nexus where industry leaders converge to explore, innovate, and chart the course for a progressive journey. We're committed to maximizing participation, curating insightful sessions, and ensuring attendees leave with invaluable knowledge. Plus, mark your calendars: Goafest returns to Goa in 2025! Join us for an unforgettable experience at Mumbai Goafest 2024!”
Rana Barua, President of The Advertising Club and Group CEO of Havas India, South East and North Asia, said, “The ABBYs has always been a platform dedicated to recognizing and celebrating outstanding achievements in the advertising and marketing industry. We look forward to honoring the best work of 2023 at the ABBY Awards Powered by One Show 2024 this May, in Mumbai. With Westin Powai as the venue we are working towards putting together a dynamic agenda that will be announced in due course. We are grateful and thankful to the entire fraternity for their continued support and enthusiasm.”
Agenda, speakers, and the sessions to be announced shortly.
ShareAmazon Pay talks of ‘smarter way to pay’ with Ayushmann Khurrana
The TVCs capture everyday payment challenges encountered by customers and how it is resolved through Amazon Pay's Scan & Pay feature
Amazon Pay’s latest campaign titled 'Pay Karne Ka Smarter Way' demonstrates a shift towards a smarter approach to everyday transactions. Bolstered by the presence of actor Ayushmann Khurrana, the campaign aims to highlight Amazon Pay as the preferred choice for seamless day-to-day transactions, promising users a hassle-free and rewarding payment experience.
The TVCs ingeniously capture everyday payment challenges encountered by customers, seamlessly resolved through Amazon Pay's Scan & Pay feature. From dimly lit parking lots, delayed payments to frustrating payment failures at supermarket checkout counters, Ayushmann Khurrana effortlessly showcases how Amazon Pay offers solutions for every situation. Whether it's the ease of scanning QR codes in low-light conditions, lightning-fast payments or hassle-free refunds, each scenario highlights Amazon Pay's adaptability and convenience, ultimately offering the customers with an elevated and smarter way to pay.
Speaking about the campaign, Anuradha Aggarwal, Director, User Growth and CMO, Amazon Pay India said, “our ‘Pay Karne Ka Smarter Way' campaign underscores Amazon Pay's commitment to simplify the digital payment experience, making it the faster, safer and hence smarter way to pay anyone, anywhere. With Amazon Pay UPI, customers can scan any QR, send money to any UPi ID on any App and receive money seamlessly. Just like Pay with Alexa in our last campaign, we have new smart features like ‘Auto-flash’ for low light scans to make payments more convenient. We also want to reassure customers with our unique 24/7 customer service. Ayushmann Khurrana's versatile yet relatable persona and widespread appeal make him a natural fit for our campaign.
Speaking about the association, Ayushmann Khurrana said “I'm delighted to partner with Amazon Pay for their ‘Pay Karne ka Smarter Way’ campaign. As someone who’s always on the go, I love finding smarter ways to do things, and Amazon Pay is definitely changing the game when it comes to payments. Through this ongoing collaboration, I have enjoyed showcasing Amazon Pay’s versatility in everyday situations – whether it’s the ability to function in low-light environments, or the ease of quick scan and pay or its robust refund policies enabled by Amazon Pay Balance. From streamlining everyday transactions to ensuring unmatched peace of mind, Amazon Pay transcends the conventional notion of a digital platform.”
India is FCB’s largest market after North America: Tyler Turnbull
Tyler Turnbull and Dheeraj Sinha spoke to e4m about the winds of change at FCB Group India, and what to expect in the coming year
Two big developments have taken place at FCB Group India, since Global CEO Tyler Turnbull's last visit to the country. The first one is the appointment of Dheeraj Sinha, who has won accolades for leading the business transformation across Leo Burnett, to the role of CEO of FCB India and South Asia. The second has been the departure of Swati Bhattacharya, the Group's most award-winning creative leader in India.
While Bhattacharya technically headed one agency of FCB Group India called FCB India, the industry has for years perceived her as Rohit Ohri's (Sinha's predecessor) creative partner at a Group level. So even as Sinha's appointment positively ushers in a future of technology at the FCB Group, which is largely known for its creative prowess in India, Bhattacharya's exit is being viewed as a significant loss to the network.
But philosopher Ralph Waldo Emerson once said, “Every wall is actually a door.” Turnbull certainly seems to concur. The Global CEO says, "I am incredibly proud of the agency that Rohit, Swati and our entire team built over the years. But I also believe that change is a positive thing, especially in our business and in our industry. Clients look for it and creativity thrives on it. And so, I could not be more excited that Dheeraj has chosen to join us. His first few months at FCB have been incredible and I know that he's going to build a phenomenal creative group and team, which can keep up the legacy that Swati, Rohit and many of our people created over time."
In fact, Dheeraj's first report card has straight 'A's in it. The India leader reveals that FCB in the country has managed to win as many as 20+ new clients in the first quarter of 2024 amounting to business worth USD 2.5 million-plus.
“When I look at our growth numbers in the last quarter, I feel we are on the right track, which is to solidify India’s position even more with regard to the importance at FCB globally and to create an abundance of great work.” Turnbull further says that currently, India is the second largest market for FCB globally after North America.
In an in-depth conversation with Neeta Nair, Editor of IMPACT Magazine, Tyler Turnbull and Dheeraj Sinha talk about the winds of change at FCB Group India, and what to expect in the coming year.
'Rejected or not, we own the work': Bang in The Middle to Medanta
The ad agency has hit back at the former client for allegedly using an old, rejected creative made by Bang in the Middle
Advertising Club of Madras unveils first set of jury team for MADDYS 2024
This year's MADDYS will have 146 award categories
The Advertising Club of Madras has unveiled the jury team for the 42nd MADDYS 2024, alongside an expanded awards showcase.
The Advertising Club of Madras has announced the return of its flagship event – the 42nd MADDYS 2024. This year's MADDYS promises to be bigger and better than ever before, with 146 award categories that encompass the latest trends and innovations in advertising.
What's New?
MADDYs 2024 boasts a refreshed award segment structure, simplifying the entry process for agencies and individuals. Categories span across Creative, Digital, Media, and Unpublished, catering to every aspect of the advertising landscape.
Introducing Digital Agency Of The Year & Client Of The Year
In addition to the coveted Creative Agency Of The Year & Media Agency Of The Year awards, MADDYS 2024 introduces Digital Agency Of The Year & Client Of The Year categories to recognize excellence in digital advertising.
Jury Unveiled for 42nd MADDYS 2024 Awards
The esteemed jury composition includes Creative Visionaries, Industry Leaders, Marketing Experts, and Media Experts, from Chennai, national & international market ensuring that the awards are judged with the utmost rigor and objectivity. Their diverse perspectives will celebrate the breadth and depth of the advertising industry.
Commenting on the first set of Jury composition, the President of Ad Club Madras, S Balasubramanian said “This diversity of perspectives will help ensure that the MADDYS 2024 truly celebrates the breadth and depth of the advertising industry. Hence, we have individuals who are experts in their own domain and who can evaluate and view the works through different set of lenses”
Confirmed Jury Members for MADDYS 2024:
- Anil Kumar P.K, ECD and Head of Creative, McCann Health India
- Anupama Ramaswamy, Chief Creative officer, Havas Worldwide
- Ayushman Chiranewala, CMO, Dr Agarwals Eye Hospital
- Ayyappan Raj, Co-founder, The Script Room
- Babita Baruah, CEO, VML India
- Balaji C.S, Chief Marketing Officer, GRT Jewellers India Pvt Ltd.
- Girish Ramdas, Co-founder and CEO, Magzter. New York
- Gopa Menon, Head of Digital, South Asia, Mindshare
- Manmohan Anchan, Director, MANMOHAN ANCHAN- ART•DESIGN•PHOTOGRAPHY•FILMS
- Mark Titus, VP-Marketing, Nippon Paint India (Decorative) Group Marketing Lead,NIPSEA
- Naresh Gupta, Co-founder and CSO, Bang in the Middle
- Navneet Virk, Sr. VP & Creative Director, R K Swamy
- Nikhil Narayanan, Head of Creative Strategy, Zlade
- Rahul Jauhari, Founder & Managing Partner, Flibbr™ Consulting Services
- Rajesh Mani, VP - Marketing and Corporate Communications, Ashok Leyland Ltd
- Santosh Padhi, Chief Creative Officer, India, Weiden & Kennedy
- Shabaz Ali, Founder, Outthink & Former CCO, M&C Saatchi, Singapore
- Tista Sen, Creative Brand Consultant, Tista (formerly with JWT)
- Vani Gupta Dandia, Founder, Cherry Peachplum Consulting & Ex Pepsi Foods
- Venkat Malik, Co-Founder, Tidal 7
- Vikas Chawla, Co-Founder, Social Beat
- Vishnu Srivatsav, National Creative Director, 22 Feet
Surej Salim, Secretary of Advertising Club Madras, said, “As we continue to unveil the esteemed members of our jury for MADDYS 2024, we are excited to showcase the range of expertise and diverse perspectives they bring. Each member's deep understanding and knowledge underscore our dedication to honouring outstanding creativity and innovation in advertising. Stay tuned for exciting updates.”
MS Dhoni time travels to unveil 'future of fans' in Orient Electric’s new TVC
The TVC uses the futuristic narrative to assert that the future of fans is already here
Orient Electric Limited, part of CK Birla Group, has launched a new TVC campaign to promote its premium range of BLDC fans. The TV commercial, featuring brand ambassador MS Dhoni in a never-seen-before avatar, takes the viewers on an electrifying journey through time to unveil the ‘Future of Fans’.
Set in a futuristic cityscape, the TVC kicks off with a breathtaking aerial view of a packed cricket stadium. But you quickly realise that this isn't your regular match - it's robots playing! The bowler's arm glows with anticipation as he gears up for a thrilling showdown, while the batsman effortlessly hits the ball. The ball zips through the air towards the stands, where a futuristic MS Dhoni, looking cool as ever in an older avatar, effortlessly catches it. Holding the ball, Dhoni muses, "Pata nahin cricket ka future kaisa hoga” and in a seamless transition, we are transported to the present day, where Dhoni sits in his living room. At this moment, he says, “Par fans ka future…pata hai,” pointing to the stylish Orient Aeroslim BLDC fan above.
The TVC uses the futuristic narrative to assert that the future of fans is already here.
Anika Agarwal, Chief Marketing and Customer Experience Officer, Orient Electric Limited said, “In the midst of the IPL fervour, we're thrilled to unveil our latest TVC featuring our brand ambassador MS Dhoni in an unprecedented avatar. This TVC isn't just about showcasing our premium, energy saving BLDC fans, but it's a narrative that encapsulates the evolving preferences of new-age consumers. Today, fans have become integral to our lifestyle and home decor, reflecting consumers’ desire for smart, stylish, and technologically advanced solutions. With features like IoT controls, integrated lighting, and reverse rotation, among others, our premium BLDC fans align with this consumer shift. Through our TVC, we're not just presenting a product, but showcasing a vision of the future, where Orient BLDC fans redefine the way we think about comfort, convenience, and style. With MS Dhoni's charismatic presence and a captivating blend of futuristic elements and cricket's timeless allure, we’re sure that this TVC will resonate with audiences, sparking interest and anticipation for our current and upcoming BLDC fans.”
Koushik Sarkar, Director of the TVC, added, “For any filmmaker, imagining the future is exciting. Having said that, crafting a narrative around the future of a national obsession like cricket, featuring a national icon like MSD, and most importantly, making an already futuristic Orient BLDC ceiling fan look distinctly different from others in its category, was quite a challenge. Additionally, bringing to life a VFX-heavy project from scratch is always a race against time. Nevertheless, with the support of our wonderful partners and a very supportive Orient team, we successfully brought this vision to life.”
The TVC, which has been done in eight languages to resonate with different audiences, will be strongly flanked by print, digital, and OOH.
Ad veteran Sunil Gupta publishes latest book - ‘Crossed My Mind’
This is the third book by Sunil Gupta, former CEO of JWT, and currently Managing Partner in Results International LLP
Sunil Gupta, advertising Industry veteran and former CEO of JWT, has published his latest book ‘Crossed My Mind’.
Sunil Gupta is a man of many talents - a theatre person, a cricket aficionado, a writer, an author and a deal maker.
This will be his third book. Gupta is also the author of Living on the 'Adge' in JhandeWalan Thompson, which was published by Roli Books. It was received very well.
A couple of years back, he wrote another book on cricket called ''Final Innings" in 2021.
Gupta has been a Managing Partner in Results International LLP for the last 3 years and 6 months.
He did his schooling at St Xavier's School and graduated from St Stephens College, Delhi. He did his post-graduation in Faculty of Management Studies from the University of Delhi.
The industry is eagerly anticipating the launch of this third book and will benefit through his wisdom and experiences apart from his witty writing and storytelling.