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Wednesday, 11 January 2017 00:00

Vodafone's new TVCs put ‘Customer First’

Vodafone India rooted on the principles of ‘Customer First’ intends to liberate the emerging data users from the constraints of data usage - by giving them a ‘taste’ of worry-free data – thereby helping them discover the world of possibilities that a high-speed, unlimited data connection provides – without any worries. Vodafone India launches SuperHour – TRULY UNLIMITED Data Packs starting at Rs 16 for one hour. With this innovative product, Vodafone’s DATA customers can browse worry free and enjoy unlimited internet starting at Rs 16 for an hour.

The Vodafone SuperHour 360 campaign goes live today on 10th January, 2017 with an objective to create a value proposition in the Data segment. The first TVC ‘More fun to you’ will help create rapid awareness for ‘SuperHour - unlimited internet entertainment in an hour’ offering. The second commercial ‘‘More fun to you’ will go on air on January 16, 2017, and will is aimed at driving further awareness and delivering conversions for the ‘SuperHour’ proposition.

The brief to Ogilvy was to engage with Data users who are often plagued with uncertainty regarding data charges, resulting in restricted/constrained data usage through the new TVCs. Idea was to bring alive the key proposition of enjoying internet browsing worry-free. The key consideration while delivering the campaign was to ensure a big announcement feel of a TRULY UNLIMITED product.

Ogilvy was briefed to build awareness of the SuperHour product and the unlimited internet entertainment – without consumers worrying about high and unexpected data charges.

The commercials focus on the unlimited possibilities of data browsing in one hour, portrayed in an interesting “talk-to-the-camera” format where the commercial/TVC begins with a promise of no more DATA dieting with Vodafone SuperHour. The proposition of unlimited internet entertainment is brought alive through the delivery of internet browsing possibilities with SuperHour like physical training at home, cooking at home, low-calorie diet consultation on youtube, and fashion clothing shortlisting online in the first commercial and multiple entertainment possibilities in the second commercial.


The propositions are embedded in simple engaging stories to strongly drive message delivery.

The TVCs will be supported by a National 360-degree campaign, which is designed to bring alive the Vodafone SuperHour proposition, with 6 languages. As the core TG of each of these may reside in different markets and access different media, TV, OOH, digital, and on-ground has been chosen to target specific offers across varied geographies.


Client: Vodafone India

Agency: Ogilvy & Mather

National Creative Director: Rajiv Rao

Group Creative Director: Kiran Antony

Creative Team: Jigi Dalal, Makarand Berde, Nandini Biswas, Alabhya Vaibhav, Sayan Sen Gupta, Parth Gadhia, Sudhir Pai, Rajdeep Ghosh, Rachit Narang, Devasish Vaghela

Account management:

Global Clients' Director: Hephzibah Pathak

Senior VP and head of team Vodafone: Hirol Gandhi

Account Management team: Manish Tilwani, Bhawana Choudhary, Shailee Mehta and Darshani Nene

Planning: Anoop Menon

Production House: Nirvana films

Director: Rajiv Rao

Producer: Sunitha Ram

Creative agency Chemistry orchestrates effective campaign with daring tagline to kick-start important conversation

The Irish Cancer Society has launched ‘Get Cancer’, a daring and provocative new campaign, from leading Irish creative agency Chemistry. Kick-starting a new conversation around the disease, the campaign features a host of real life cancer survivors who state that they want to get cancer.

Opening with the arresting tagline, ‘I Want to Get Cancer’, the campaign wants to stop people in their tracks and force them to acknowledge the disease that will affect one in two of us in our lifetime by 2020.

Whilst ‘Get Cancer’ doesn’t shy away from hard and important facts, it delivers the message with optimism and strength. More people are surviving cancer than ever before thanks to improved research and development; in fact, one in four cancers are preventable.

Following a number of individuals – a researcher, a young man, a daughter, a couple, and a middle-aged man – the campaign celebrates their frank and defiant discussion about the disease and highlights the support systems offered by the Irish Cancer Society, as well as the steps that can be taken to reduce the chances of developing the disease.
Chemistry delivered the brave but necessary message to the people of Ireland to help bring about a change in attitudes to cancer.

Initially launching with four unbranded 10” teaser TV ads with a voice-over announcing the tagline, these cryptic ads were deliberately intended to invoke conversation due to the ambiguity surrounding the origin and motivation behind the message. Following the strategic launch, Chemistry then revealed that the Irish Cancer Society was behind the campaign, through the launch of a 40” TV spot, supported by outdoor, press and radio.

Ray Sheerin, Managing Director of Chemistry, comments: “There isn’t a family that hasn’t been touched by cancer at some point in their lives. In fact, some of the agency team behind the campaign, as well as some of those who feature in it, are cancer survivors. Whilst the Irish Cancer Society is viewed as part of Ireland’s infrastructure, it isn’t state funded and 98% of the funding comes from public donation. Not only will this campaign kick-start the conversation in the fight against cancer, but it’s an important rallying cry for the volunteers and money that the charity needs to continue its stellar work.”

The thought-provoking campaign has been hugely successful in translating the initial reaction into direct action. Irish Cancer Society experienced a significant increase in demand throughout its services - with The Cancer Nurseline seeing a 100% surge in enquiries from members of the public on the day of the campaign launch (compared to the daily average). Views for the 40 second advert on Irish Cancer Society’s Facebook page rocketed to 600,000 within a short 48-hour period following the launch of its new awareness campaign.

Asia Pacific Effie Awards, the region’s symbol of marketing effectiveness excellence, has named the first 2 Heads of Jury - Ashish Bhasin and Jean-Paul Burge.

Ashish Bhasin is the Chairman & CEO Dentsu Aegis Network South Asia and Chairman Posterscope and MKTG – Asia Pacific. He is also a member of the Dentsu Aegis Network Asia Pacific Executive Board. A well-known personality in the Advertising & Media industry in Asia Pacific for the past 29 years, Ashish has built the Dentsu Aegis Network in India from a 50 member team to a 3000 member powerhouse.

Prior to this, Ashish successfully led and set up several of Lintas India’s (IPG) businesses and also had the global role of Executive Vice President, Lowe Worldwide and Asia Regional Director for Integrated Marketing.

His leadership and contributions are apparent from the multiple awards he has received, such as the Campaign Asia - South Asia Agency Head of the Year award 2016 and 2015 and MXM’s Media Person of the Year- 2016. As a veteran in the industry, Ashish has also served on global juries and trade bodies in India.

Commenting on the appointment, Ashish shared “I am very pleased to accept the invitation to be the Head of Jury at the APAC Effie 2017. It gives me a great opportunity to see some of the best work around the region, across markets as well as to interact with some of the best minds in our business. I look forward to APAC Effie 2017 being a grand success.”

Jean-Paul Burge is the Chairman and CEO of BBDO Asia. Jean-Paul began his career at JWT London in 1998 and joined BBDO in 2004. Over the past seventeen years he has worked in London, Bangkok, Amsterdam, Hong Kong and Singapore.

In 2007 he was appointed Managing Director of BBDO and Proximity Singapore, and was subsequently promoted to Chief Executive Officer in October 2008 and to President South East Asia in 2010. Jean-Paul has led BBDO to become the most awarded network for creativity and for effectiveness in the region, including the APAC Network of the Year in the Effie Global Index. Many of the BBDO Asia offices are also leaders in their respective markets, creating award-winning advertising and brand communications solutions for clients including HP, Exxon, FedEx, Guinness, Pepsi, Johnson & Johnson, DaimlerChrysler and Fonterra.

“There is no part of our business that is going unchanged, more touch points, more data, less money and more scrutiny on all that can be scrutinized. What does however continue to separate success from failure is effectiveness. Creative work that is not effective is not creative and as we say at BBDO in the absence of great work nothing else matters. I’m delighted to Head a Jury at the APAC Effie and contribute to an agenda that demands great effective work,” Jean-Paul commented.
Now in the fourth year, the APAC Effie is a highly coveted awards, recognised by agencies and marketers to be the most prestigious and ‘must-enter’ effectiveness awards in the region. It celebrates ideas that work and honours marketing communications that have achieved the most significant results.

The remaining Heads of Jury and full jury will be announced progressively. Stay tuned for more updates via www.apaceffie.com.

Chief Ministers of the Southern States (O Paneerselvam, Chief Minister, Tamil Nadu; Pinarayi Vijayan, Chief Minister, Kerala; Siddaramaiah, Chief Minister, Karnataka; N Chandrababu Naidu, Chief Minister, Andhra Pradesh and V Narayanasamy, Chief Minister, Puducherry), 

Legend of Cinema – Kamal Haasan,
and Glittering Stars (Tamannaah Bhatia, Amyra Dastur, Shriya Saran and Manju Warrier) on one platform

Power presents itself in many faces and forms; be it political, monetary, agenda-driven or even stealing the hearts and minds of the people. The first edition of India Today Conclave, South promises to be a power packed one with Chief Ministers and top ministers from the south, legends of cinema and southern heartthrobs, all on one platform.

With every passing year, the India Today Conclave has gotten bigger and better. Taking it down south was only logical. The two day conclave, scheduledon January, 9 and 10, 2017 will be held at ITC Grand Chola. Ready to set a new gold standard in summits, it is going to explore areas of politics, business, art, culture and sports.

What can you expect? Insightful sessions, networking lunches and gala dinners with politicians, business leaders, movie stars and some of south India’s finest minds. The conclave proposes to push forward the potential of the southern states in India and portray its successes and indispensible role in nation building. As a forum, it aspires to unite the common voice of these states and push their causes that promote culture, polity, entertainment and investment growth, in line with the states’ and centre’s socio-economic development agendas.

The Conclave will be inaugurated by VK Sasikala, General Secretary, AIADMK, by lighting a lamp. She will also launch a photographic tribute to the late Tamil Nadu Chief Minister J. Jayalalithaa. The impressive line-up of the distinguished stalwarts coming together will include Chief Ministers of the Southern States, O Paneerselvam, Chief Minister, Tamil Nadu; Pinarayi Vijayan, Chief Minister, Kerala; Siddaramaiah, Chief Minister, Karnataka; N Chandrababu Naidu, Chief Minister, Andhra Pradesh and V Narayanasamy, Chief Minister, Puducherry. Other political leaders include, M Venkaiah Naidu, Union Minister for Urban Development, Housing and Urban Poverty Alleviation and Information and Broadcasting; K Pandiarajan, Minister for School and Sports and Youth Welfare, Tamil Nadu; Dr Palanivel Thiagarajan, DMK MLA, Madurai Central (DMK); Jairam Ramesh, Rajya Sabha MP, former Union minister, economist; Oommen Chandy, former Chief Minister of Kerala; Dr Ambumani Ramadoss, Lok Sabha MP, former Union Minister; MK Stalin, former Deputy Chief Minister, Tamil Nadu; RV Deshpande, Minister for Large and Medium Industries and Infrastructure Development, Karnataka; Thiru MC Sampath, Minister for Industries, Tamil Nadu; MM Pallam Raju, Former Union Minister; Priyank M Kharge, Minister of State (Independent Charge) for Information Technology and Tourism, Karnataka; Kadakampilly Surendran, Minister for Cooperation, Tourism and Devaswoms, Kerala.

The stars speaking at the event include the legend of cinema, Kamal Haasan and southern stars Tamannaah Bhatia, Amyra Dastur, Shriya Saran, and Manju Warrier. Other celebrity speakers include singer, Benny Dayal; playback singer, Chinmayi Sripada; retired Indian Police Service officer, social activist, and current Lieutenant Governor of Puducherry, Kiran Bedi; and actor and activist Khushboo Sundar.

Get ready for an unforgettable experience.

C1X Asia Pacific Pte Ltd, today announced the appointment of Swaminathan Iyer as its VP & Head Of Business for APAC (excluding Japan) based in Singapore. This announcement comes just over a month of Narayan Murthi Ivaturi joining their team in Singapore to strengthen the mobile business of the firm. Both will be based in Singapore and report to Rammohan Sundaram, MD & SVP of APMEA of C1X Inc.

Ram said, “Having known Swami over the last ten years it was just one meeting before we decided to join forces together knowing the value proposition the product brings on the table for the market in APAC. We needed someone who could bring in the requisite value in not only strengthening our business but to glocalise several of our product offerings and with Swami and his product experience we have found the right person who could take us to the next level from Oz to Singapore.”

Swami most recently was with Singapore Sports Hub as Sr. Director of Biz Dev & Strategic Planning prior to that he spent significant amount of time at Yahoo where he has held multiple roles across the region, last being Director of Product & Business Operations. He has had two stints with Yahoo and before this role was with Yahoo India where he spearheaded Yahoo Mail, Messenger and Front Doors (Yahoo’s Homes Page in India). He was also VP & Head of Audience at Indiatimes between these stints and has worked in leadership roles with ESPN & Star India during his luminous career.

Swami added, “I am extremely excited about this opportunity and having seen the product and its capabilities, I am sure we are headed in the right direction not only addressing current market requirements but some of the futuristic offerings that are being built. As an AMT (Advertising & Marketing Technology) company we are well poised in addressing client needs across spectrum including ecommerce to ensure every value for money is delivered through our transparent, ease of use and audience discovery platform”

C1X Inc. is Co-Founded by Mukundu Kumaran and Daisuke Dan Nagayama and recently launched its state of the art facility for engineering and product development in Chennai. C1X has offices globally including San Jose, Omaha, New York, Dubai, New Delhi, Mumbai, Bangalore, Chennai, Singapore and Tokyo. Its San Jose, Bangalore and Chennai offices are focused on product development and engineering while the rest are offices that drive business.




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