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<ul><li>The 25-year campaign from <keyword id="11646758" type="UNKNOWN" weightage="20" keywordseo="bsa-ladybird">BSA Ladybird</keyword> is a celebration of the fun and freedom girls have enjoyed alongside their cycles.</li><li>The campaign is conceputalised by <keyword id="1712681" type="PERSON" weightage="20" keywordseo="Ogilvy-Bangalore">Ogilvy Bangalore</keyword>. </li><li>Almost 90% of the crew working on this film, starting from the director, writer, producer, music director to the casting as well as production team, comprised of women. </li></ul>BSA Ladybird has been the leading name in cycles for 25 years now, setting a benchmark in the category ever since its launch. The brand has shaped the childhoods of generations of women, helping them be independent, free spirited and fun loving. As the brand reaches a major milestone in its journey, BSA believes that the girls behind this successful ride deserve an ode. Their adventurous and joyous spirits are what evolved the brand over the years and helped it stay the favourite it has always been. <br /><br />The 25-year campaign from BSA Ladybird is a celebration of the fun and freedom girls have enjoyed alongside their cycles. It encapsulates what it means to be a Ladybird girl, be it drenching in the first rains, taking on a risky slope, meeting your crush for a date, discovering new hangouts, or finding the way to your passion. <br /><br />    <div type="Youtube" id="kcfCxmKFD8E" title="#FunTurns25 - Ride With BSA Ladybird" thumbUrl="https://i.ytimg.com/vi/kcfCxmKFD8E/mqdefault.jpg"></div><br /><keyword id="2514038" type="PERSON" weightage="20" keywordseo="KK-Paul">KK Paul</keyword>, President, <keyword id="3397877" type="PERSON" weightage="20" keywordseo="ti-cycles-of-india">TI Cycles of India</keyword>: “Fun, freedom, energy, style and comfort are some of the values that define the BSA Ladybird. Over the last 25 years, BSA Ladybird has not just partnered a girl's self-determined quest for independence, but also been an extension of her personality and style statement. Over the last decade alone, 3.5 million young girls and women have experienced the joy of riding a BSA Ladybird Cycle. To celebrate this feeling, we are releasing a film, in which we have attempted to capture how early experiences and childhood, evolve us. In order for women to pursue their dreams, it is imperative for us to acknowledge the importance of freedom for the girls, at the right time, to emerge stronger than ever. Today, we thank them for trusting and including us in their journey of growth.” <br /><br /> Mahesh Gharat, Chief Creative Officer, <keyword id="531122" type="COMPANY" weightage="20" keywordseo="Ogilvy-India">Ogilvy India</keyword> – South: “BSA Ladybird has always been the choice of spirited, independent girls. When we look at the brand’s role in their lives, it has been more of a friend and confidante. Someone who has a strong hand in shaping the way they spent their developing years. The brand, in turn, has grown with these girls, imbibing their fearless spirit. This journey of fun and freedom is what we have tried to capture through the film and the campaign.” <br /><br />To ensure that the film has a very robust women-centric narrative, almost 90% of the crew working on this film, starting from the director, writer, producer, music director to the casting as well as production team, comprised of women – not to mention the young girls who formed the cast. The agency and the brand teams believe that this has helped shape the film better, with genuine moments of fun and freedom borrowed from the childhood stories of key team members.<br />

BSA Ladybird celebrates its 25 years with a new campaign

<ul><li>Ad industry mourns the loss of <keyword id="11230807" type="PERSON" weightage="20" keywordseo="syed-mohammed-talha-nazim">Syed Mohammed Talha Nazim</keyword>.</li><li><keyword id="531122" type="COMPANY" weightage="20" keywordseo="Ogilvy-India">Ogilvy India</keyword> had appointed Syed Mohammed Talha Nazim as <keyword id="399230" type="POSITION" weightage="20" keywordseo="executive-creative-director">Executive Creative Director</keyword> for its Bangalore office in March 2020.</li></ul>Ogilvy India’s Executive Creative Director Syed Mohammed Talha Nazim has passed away. <br /><br />Divya Bhatia, Ogilvy's Group Creative Director shared the news on LinkedIn. <br /><br /><div type="javascript" title="Custom" contenttype="Text"><cdata><![CDATA[]]></cdata></div><br />Nazim worked with Ogilvy from 2014 to 2016 and returned to Ogilvy last year, when the lockdown was announced in March. Before that, he had a short stint as an entrepreneur. He founded BoltHill Technologies in October 2019. He had also won Ogilvy’s only <keyword id="2926655" type="COMPANY" weightage="20" keywordseo="Cannes-Lion">Cannes Lion</keyword> in 2015. He had over 180 metals and nominations in international and domestic award shows such as Cannes, D&amp;AD, The One Show, Clio, LIA, Andys, Adfest, Spikes, NY Festivals, Kyoorius and Abbys.<br /><br />He had also co-created JSW Steel’s groundbreaking campaign with Geeta Phogat, the first Indian woman to win a gold medal in Wrestling at the Commonwealth Games. <br /><br />    <div type="Youtube" id="-bK04dGgGLY" title="JSW Steel- Will of Steel- Geeta Phogat's story" thumbUrl="https://i.ytimg.com/vi/-bK04dGgGLY/mqdefault.jpg"></div><br />“Can’t process this. This is shocking and heartbreaking. He had such a pleasing personality, a sweet smile and childlike enthusiasm for ideas. I remember how he told me about the 3 H’s for success in my Ogilvy interview - Honesty, Hunger and Humility. I am so unlucky that I couldn’t work with him for long. God bless his soul and give enough strength to his family to bear the inexplicable loss,” wrote <a href="https://www.linkedin.com/in/harshil-dhawan-15978b36/">Harshil Dhawan, Associate Creative Director at Ogilvy.</a><br /><br />Prasoon Joshi also tweeted. <br /><br /><div type="twitter" handle="prasoonjoshi_" handlename="Prasoon Joshi" image="http://pbs.twimg.com/profile_images/641071233061138432/02zSGJzn_normal.jpg" favoritecount="24" retweetcount="4" status="Very saddened  by the untimely demise of copy writer/creative director #TalhaNazim. Will cherish our discussions. H… https://t.co/uSGQ6CFIrh" createdat="1620627488000" id="1391638666766782464"></div><br /><div type="javascript" title="Custom" contenttype="Text"><cdata><![CDATA[]]></cdata></div><br />“Back in Burnett, his gentle wit was the balm in all the brawl. Too young and too good to lose. Shocking. Devastating. Unbelievable,” said Raj Dutta, Creative Director and Head of Content, Gameskraft Technologies. <br /><br />In a career spanning 21 years, he worked with Leo Burnett, Bates, McCann, and Ogilvy.<br />

Ogilvy India’s Executive Creative Director Syed Mohammed Talha Nazim passes away

<ul><li><keyword id="2704320" type="PERSON" weightage="20" keywordseo="Abhik-Santara">Abhik Santara</keyword> founded ^ a t o m, 'a new-age, media-agnostic, brand-building creative powerhouse' in April, right in the middle of a global pandemic.</li><li>In our recent conversation, Santara discusses the genesis of the idea, his team and his vision for the agency.</li></ul>While Abhik Santara, former President, Mumbai and Kolkata at <keyword id="138018" type="COMPANY" weightage="20" keywordseo="Ogilvy">Ogilvy</keyword> had plans of starting a venture of his own for close to a year, he finally launched his agency, ^ a t o m which he describes as a new-age, media-agnostic, brand-building creative powerhouse in April, right in the middle of the pandemic.<br /><br /> It’s been over 7 months since the launch and despite being born at an adverse time, the agency has had a good run so far. He launched the agency along with <keyword id="10337696" type="PERSON" weightage="20" keywordseo="yash-kulshresth">Yash Kulshresth</keyword> and <keyword id="4509815" type="PERSON" weightage="20" keywordseo="ananda-sen">Ananda Sen</keyword> with the aim of bridging the gap that most of the agencies fail to understand while they are focusing on short-term performances and marketing tasks. The sole aim of ^ a t o m is to work on long-term brand equity while simultaneously progressing on the performance front. The agency is backed by <keyword id="6793289" type="UNKNOWN" weightage="20" keywordseo="Chanchal-Sanyal">Chanchal Sanyal</keyword>’s QED Communications.<br /><br /> <b>Setting up shop during a global pandemic</b><br /><br /> When having a conversation with Santara, the obvious question that I blurt out is, why open an agency during a pandemic? To which his answer is very simple. “We thought it was the right time to take the plunge because our proposition as an agency, and the very reason we decided to start out was exactly this, to be partners to brands during times of crisis. Marketers right now are looking at short-term ROI in a really critical way and at the same time, equity of a brand over a long-term period cannot be compromised. And that's exactly what our proposition for <keyword id="79258" type="ORGANIZATION" weightage="20" keywordseo="Atom">atom</keyword> was,” explained Santara.<br /><br /> So what exactly is the agency’s core competency? “Marrying long-term brand equity with short-term business ROI is what my delivery is. We are a brand agency for modern day consumer journeys, because today, consumer journeys are not limited to one medium and their path to purchase is very different from the traditional path to purchase. So, we’re not a mainline agency, rather we are a brand agency that respects, understands and delivers for modern-day consumer journeys.<br /><br /> So how has the agency’s performance been in the last 7 months? “It has really exceeded my expectations and we’re doing better than what we had thought we would,” he added with a laugh. Since its launch, the agency has worked with brands from different categories including Edtech, Gaming, Financial Services, and FMCG where they manage the integrated duties for brands.<br /><br /> When asked about the genesis of the idea, Santara said he always knew he wanted to do something of his own and it was during his stint in South-East Asia where he worked in the digital marketing space, he realized the marketing and advertising gaps in India, thereby giving him a clearer idea of what he wanted his agency to be.<br /><br /> “In India, there are 2 kind of agencies, the mainline agencies that know their brand equity will work, something I have been a part of for 20 years, and the digital agencies that are very focused on performance marketing and performance-related marketing work. Today, marketers need a combination of both, a brand agency that understands the importance of short-term performance marketing and a performance digital agency who should understand that even if a small piece of meme or post has to do something with building up the brand equity. So getting someone with this hybrid understanding is what marketers are completely missing out on. And that’s where we come in,” he explained.<br /><br /> However, starting an agency during the pandemic also comes with its own set of challenges. Considering the launch happened when the world was under a lockdown meant that many people who were working together had never really met each other in person. “One thing that the pandemic stopped us from doing was developing that working equation and relationship,” he shared. At a creative shop, a lot of ideas come from discussions, brainstorming sessions where people feed off each other’s energies and that did not happen for the new agency. <br /><br /> Not getting to meet clients in person was another challenge that Santara said he faced during the initial months. However, he also added that things fell in place once not meeting people in person became the norm.<br /><br /> <b>The atom team</b><br /><br /> The agency currently has 3 offices, in Mumbai, Gurgaon and Bangalore. The leadership team comprises Santara, Kulshresth and Sen. Both Kulshresth and Sen were a part of Dentsu Webchutney, and were part of the work that won big at Cannes.<br /><br /> “Both of them have a great understanding of the digital medium but in their previous avatars, both worked in mainline agencies. And most of the other people at the agency, be it my planner or client servicing head, they have come from diverse backgrounds. So, people with intent are not a part of my team, its people with intent and experience. We also have Chanchal Sanyal who has been running an activation agency for over 15 years now and he brings the experiential understanding and clients for us,” he shared.<br /><br /> The team is currently 39-member strong but is growing continuously, with every new business win. <br /><br /> <b>Learnings from the pandemic</b><br /><br /> The pandemic led to many brands cutting down on their marketing budgets. They were also expecting work to be cheaper, which was a big fallout of the pandemic, said Santara.<br /><br /> “Clients look for ROI but they also used to feel that digital work can be produced much easily and much cheaper,” he explained. However, he also added that on the brighter side, clients had become more experimental because on digital it costs less to reach your target audience. <br /><br /> He also said another advantage he sees now is that instead of going to a client with one big idea, you can go with 50 smaller ideas out of which 25 will potentially see the light of the day. “It has also become a little more satisfying creatively. When I used to work on bigger brands like Pepsi, we would work on one film for the year. Now, we are working on new creatives for clients every 2-3 days,” he said. He also added that while doing the same kind of work that you started doing and mastering that is important, in today’s world, a creative’s mastery comes from understanding of communication and consumer. “Modern consumers journeys are allowing us to use our creativity, our mastery to do new things. You can keep trying and failing but you can do a lot of new things and that’s really gratifying,” he added.<br /><br /> <b>Building an agency of the future</b><br /><br /> Considering we are living in such a dynamic world where consumer expectations are changing rapidly, what does it take to become an agency of the future?<br /><br /> “There is a sense of skepticism that the communication business will drastically change. Understanding consumers, insights and brands will never change. The mediums you use might change but an agency of the future will not be something drastically different from what it is today, except the fact that one has to embrace the importance and mining of data a little more clearly,” he explained.<br /><br /> So what is it that gives ^ a t o m an edge over other agencies? “All the clients we work with, we work on their media, strategy and performance. In some ways, we own the client’s business - from a communication, media and actual business point of view. My engagement with the client is not just about creating an ad for him but its also about bringing in money and that will always remain at the core of everything we do. We want to be seen as a business partner and not just a communication, digital or brand partner,” he added resolutely.<br />

We don’t merely want to be our client’s communication, digital or brand partner, we want to be their business partner: Abhik Santara, ^ a t o m

<br /> Go be ‘social’ and reach out to people – that’s the mantra every netizen follows nowadays. But on the traditional <keyword id="6354632" type="COMPANY" weightage="100" keywordseo="Social-media">social media</keyword>, you are not meeting <keyword id="119302" type="ORGANIZATION" weightage="100" keywordseo="strangers">strangers</keyword> per se as we do in prep schools. You are not among a bunch of strangers, thrown together for a common purpose, as it happens in school or workplace. Instead, you scan profiles and make a conscious decision before connecting. But that kind of approach actually keeps you confined within an extended circle, curated by your requirements and parameters. So chances are you are not reaching out to interesting strangers – <keyword id="1322697" type="UNKNOWN" weightage="100" keywordseo="like-minded-people">like-minded people</keyword> with whom you can share your thoughts and ideas.<br />
 <br /> In an ideal situation, your ideas, and not who you are, should generate <keyword id="1991589" type="UNKNOWN" weightage="100" keywordseo="Networking-interests">networking interests</keyword>. And when that happens, strangers do find it worthwhile to connect with each other. The shared passion for a particular interest often brings people together and a Mumbai-based start-up has just built an all-new <keyword id="6354615" type="ORGANIZATION" weightage="100" keywordseo="Social-network">social network</keyword> around that concept.<br />
 <br /> <keyword id="1991577" type="UNKNOWN" weightage="100" keywordseo="Treetins-com">Treetins.com</keyword> promotes <keyword id="1991606" type="UNKNOWN" weightage="100" keywordseo="Positive-interactions-between-strangers">positive interactions between strangers</keyword> while users can remain completely anonymous. The platform is quite unique, an ingenious mix of <keyword id="279713" type="COMPANY" weightage="60" keywordseo="Tumblr">Tumblr</keyword> and <keyword id="135163" type="COMPANY" weightage="80" keywordseo="chatroulette">Chatroulette</keyword> (minus the audio and the webcam), which allows you to post all sorts of content, based on which people may decide to connect with you. <keyword id="725308" type="UNKNOWN" weightage="100" keywordseo="anonymity">Anonymity</keyword> is strictly maintained here, not only to ensure enhanced security but also to provide users with the kind of comfort level people look forward to when <keyword id="1991616" type="UNKNOWN" weightage="100" keywordseo="Conversing-with-strangers">conversing with strangers</keyword>. Feeling curious? Here is a snapshot that captures the start-up's vision and viability.<br />
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<strong>Who runs Treetins.com (https://treetins.com/): </strong>A team of four including <keyword id="36740" type="POSITION" weightage="100" keywordseo="founder">founder</keyword> <keyword id="1991580" type="UNKNOWN" weightage="100" keywordseo="Prince-Jacob-Thomas">Prince Jacob Thomas</keyword> and three <keyword id="382595" type="UNKNOWN" weightage="100" keywordseo="co-founders">co-founders</keyword> – <keyword id="1991582" type="UNKNOWN" weightage="100" keywordseo="Aditya-Dhull">Aditya Dhull</keyword>, <keyword id="1991579" type="UNKNOWN" weightage="100" keywordseo="Mohit-Narwal">Mohit Narwal</keyword> and <keyword id="1991578" type="UNKNOWN" weightage="100" keywordseo="Chandy-Thomas">Chandy Thomas</keyword>. Prince, Aditya and Mohit have done MBA in Marketing from Christ University, <keyword id="6355033" type="COMPANY" weightage="100" keywordseo="Bangalore">Bangalore</keyword>. A former advertising professional, Prince had worked with Ogilvy and Creativeland Asia while Aditya had also been with Creativeland Asia. Prior to starting up, Mohit was with Dun &amp; Bradstreet and One97 Communications. Chandy holds a PG diploma in PR and Corporate Communications from Xavier Institute of Communications, <keyword id="6358070" type="COMPANY" weightage="100" keywordseo="Mumbai">Mumbai</keyword>, and earlier worked with organisations such as NDTV and Perfect Relations. Mumbai-based Treetins is the maiden venture of the foursome, all in their twenties. The company was started in August 2013, but the <keyword id="766262" type="UNKNOWN" weightage="100" keywordseo="social-networking-platform">social networking platform</keyword> Treetins.com came live only in December.<br />
 <br />
<strong>What inspired the venture: </strong>The fact that the <keyword id="55618" type="UNKNOWN" weightage="100" keywordseo="World-Wide-Web">World Wide Web</keyword>, despite its immense potential, is not being leveraged to connect people who are totally outside each other’s orbit. According to Prince, people are mostly connected to their friends, family, colleagues or an extended circle. But there is no medium that connects people with complete strangers, in a free and friendly manner.<br />
 <br /> Another trigger is the immense potential when one meets new people and connects over a <keyword id="1991587" type="UNKNOWN" weightage="100" keywordseo="Common-interest">common interest</keyword> (the name Treetins is an anagram of the word ‘interest’). “Somewhere, we all started off as strangers, but are now living in a closed environment and not realising that meeting someone new could lead to immense possibilities,” says Chandy. “You can meet a life partner, a business partner or start a music band or form a group working for a cause. The Bombay Underground is a perfect example of this,” he adds.<br />
 <br />
<strong>What’s the pitch: </strong>It’s a social networking space on the Web that lets you meet like-minded people, outside your existing social circles, without the stigma attached to meeting strangers. Treetins is the first <keyword id="6541953" type="UNKNOWN" weightage="100" keywordseo="online-platform">online platform</keyword> that lets you ‘bump’ into people, solely based on what you express or how you <keyword id="53203" type="UNKNOWN" weightage="100" keywordseo="Converse">converse</keyword>, rather than who you are. Anybody who joins Treetins starts <keyword id="1991624" type="UNKNOWN" weightage="100" keywordseo="Anonymously">anonymously</keyword> and that makes the whole experience more <keyword id="38894" type="COMPANY" weightage="100" keywordseo="secure">secure</keyword> and satisfactory.<br />
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<strong>How it works: </strong>The social platform is still in beta, but when we checked, all the functionalities were working fine. Anyone can register and log in to Treetins.com anonymously, using <keyword id="6354576" type="CITY" weightage="60" keywordseo="Facebook">Facebook</keyword>, <keyword id="6354616" type="CITY" weightage="60" keywordseo="Twitter">Twitter</keyword> or e-mail ID. Once you are there, just click the ‘express’ tab and start sharing loads of exciting things – right from your opinion and blog posts to <keyword id="39862" type="COMPANY" weightage="100" keywordseo="Images">images</keyword>, <keyword id="144248" type="ENTERTAINMENT" weightage="100" keywordseo="Videos">videos</keyword> and links. The content goes up on the Treetins page as <keyword id="30943" type="PERSON" weightage="100" keywordseo="Expression">expression</keyword> by a stranger, along with your location. If another member finds it interesting, he/she may want to ‘bump into’ you and start a conversation. To do so, the person will have to click the tab ‘converse’ and type his own comment regarding your post. That comment also goes to the writer as an expression from a stranger. If you accept it and choose to connect with the person, he will be added to your ‘bench’ and only then identities will be revealed. However, you don’t get to know much even then – just the stranger’s name since location is revealed by default. You can also delete someone from your bench but once that’s done, you can’t ‘undo’ it and add the person back.<br />
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You, too, can browse through other ‘expressions’ up on the site and try to ‘connect’ with strangers in a similar manner. There is also a ‘share’ option (via Facebook and Twitter) to repost interesting content. Moreover, you can ‘invite’ people to Treetins but unlike other social media, invitees don’t get added to your ‘bench’ by default and the entire process has to be followed if you want to converse with them.<br />
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<strong>Claim to fame:</strong> Treetins has introduced a secure and stranger-friendly platform for people to connect seamlessly and share their interests. The concept itself is unique and has the potential to go viral in an environment frequently plagued by online stalking, hacking and identity theft.<br />
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<strong>Show me the money: </strong>The start-up is currently <keyword id="1991631" type="UNKNOWN" weightage="100" keywordseo="Bootstrapped">bootstrapped</keyword> and still fine-tuning its <keyword id="234340" type="POSITION" weightage="100" keywordseo="revenue-model">revenue model</keyword>. The team does not want to divulge specific details at this point, but the firm is not looking at <keyword id="1049940" type="UNKNOWN" weightage="100" keywordseo="ad-revenues">ad revenues</keyword> as its main source of earning (does it remind you of WhatsApp). According to the co-founders, new features are being added to the social platform and the company may soon adopt a <keyword id="1991632" type="UNKNOWN" weightage="100" keywordseo="Freemium-model">freemium model</keyword>. Other online initiatives may include collaborative idea sharing and engaging the college crowd. Gaining <keyword id="900658" type="UNKNOWN" weightage="100" keywordseo="traction">traction</keyword> is another crucial area and Treetins is targeting the whole chunk of <keyword id="1991634" type="UNKNOWN" weightage="100" keywordseo="Social-media-users-worldwide">social media users worldwide</keyword> – some 1.5 billion-plus people, to be precise.<br />
 <br /> Interestingly, Treetins has taken its ‘<keyword id="1991605" type="UNKNOWN" weightage="100" keywordseo="Connect-with-strangers">connect with strangers</keyword>’ concept offline and launched initiatives such as ‘Hi Stranger’ photo project and another one called <keyword id="1991635" type="UNKNOWN" weightage="100" keywordseo="Share-Your-Table">Share Your Table</keyword>, run in partnership with the <keyword id="34615" type="ORGANIZATION" weightage="100" keywordseo="restaurants">restaurants</keyword>, <keyword id="20254" type="UNKNOWN" weightage="100" keywordseo="cafes">cafes</keyword> and <keyword id="14564" type="UNKNOWN" weightage="100" keywordseo="pubs">pubs</keyword> in Mumbai. “It’s all about sharing your table space with a stranger in a crowded eatery,” details Aditya. “Most of the times, we don’t occupy the entire table, but don’t feel comfortable either if a stranger shares the space. We are endeavouring to change that and convince people about <keyword id="1991637" type="UNKNOWN" weightage="100" keywordseo="Table-sharing">table sharing</keyword>. In that way, there will be optimum utilisation of seating capacity, better <keyword id="169305" type="ORGANIZATION" weightage="100" keywordseo="customer-service">customer service</keyword> and <keyword id="1991641" type="UNKNOWN" weightage="100" keywordseo="Shorter-queues">shorter queues</keyword> outside the <keyword id="662020" type="UNKNOWN" weightage="100" keywordseo="food-joints">food joints</keyword>. Plus, you get to make new friends and that is no small deal.” The programme is now active in 35 restaurants across Mumbai and the company is eyeing further expansion as it is getting loads of requests, both from restaurateurs and customers. By March 2014, Share Your Table may kick off in other cities like Bangalore and <keyword id="2094" type="COMPANY" weightage="100" keywordseo="Pune">Pune</keyword>, leading to more <keyword id="6399165" type="UNKNOWN" weightage="100" keywordseo="revenue-generation">revenue generation</keyword>.<br />
 <br /> “We will be working on our <keyword id="19705" type="ORGANIZATION" weightage="100" keywordseo="Products">products</keyword>, <keyword id="445843" type="UNKNOWN" weightage="100" keywordseo="customer-base">customer base</keyword> and <keyword id="232730" type="POSITION" weightage="100" keywordseo="business-model">business model</keyword> till March next year and will approach the <keyword id="6359051" type="COMPANY" weightage="100" keywordseo="investors">investors</keyword> for a <keyword id="1974977" type="UNKNOWN" weightage="100" keywordseo="Seed-round">seed round</keyword> when these things are in place,” says Chandy.<br />
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<strong>Biggest challenge:</strong> Introducing a totally new concept, especially something that people may not accept instantly, is always challenging. “We must create awareness regarding the manifold benefits such a network can bring you,” concludes Chandy.

Want To Bump Into
‘Strangers’ With Similar Interests? Check Out This Social Network...

<ul><li>As we get closer to the new year, we bring to you a time capsule of 2021.</li><li>We look at some of the memorable campaigns from the year and discuss the common themes.</li></ul>The initial stage of the global pandemic brought in a lot of challenges for advertising agencies and brands. Agencies were producing ads on chopped-off budgets from the safety of their homes and really scratching their brains for creative ideas inside four walls. As the lockdown was lifted and the country opened its doors to all kinds of businesses in phases, there was hope in the air. Brands slowly started picking on consumer sentiment and upped their marketing budgets. With the beginning of 2021, a new year, consumers found a new sense of optimism for a better tomorrow and brands ensured that they offered a helping hand to consumers by spreading warmth through their advertising campaigns and telling stories of togetherness and bonding with family, friends and neighbors. With the second wave in April 2021, the progress reversed and brands slowed their marketing activities again but continued proving their resilience through their social media handles. When COVID was at its peak in April and June, several health institutions ran out of beds and oxygen supplies. Our social media feeds filled up with appeals for help -- looking for plasma donors, oxygen concentrators or ICU beds. During this period, Indian corporations, multinational brands and young home-grown start-ups stepped forward to do their bit and helped the country survive this phase. <br /><br />Thankfully, as the number of cases went down in August and the number of vaccine doses kept rising, consumer sentiments picked up. With each festival, things got a little better. So, as the country decorated their home to celebrate the homecoming of Lord Ram on Diwali, marketers went all out. After a long-dry spell of a year and a half, brands ensured that they didn't miss out on this opportunity to reconnect with consumers. The country found its hope to keep going and many brands decided to celebrate heroes who went unnoticed during the most difficult phase of the pandemic. With their heartwarming campaigns, they urged consumers to support small businesses and those who have been badly impacted by COVID-19.<br /><br />The pandemic also sparked a flurry of nostalgic ads and consumers loved the trend. Brands started evoking nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. These ads were like comfort food during unprecedented times.<br /><br />Brands also used their marketing communications to shine the spotlight on gender inequality and encouraged women to stand up for their rights. <br /><br />Overall, in 2021, themes of nostalgia, togetherness, resilience, women empowerment and hope emerged and made consumers smile. <br /><br />In no particular order, here are a few ads that stood out this year:<br /><br /><strong>Cadbury’s Kuch Khaas Hai remake | Agency: Ogilvy<br />      <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div><br />Bhima Jewellery’s Pure as Love | Agency: Animal<br />      <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div><br />Vim’s Making Dishwashing Easy | Agency: Lowe Lintas<br />      <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div><br />Tanishq’s Marriage Conversations | Agency: Dentsu Webchutney<br />      <div type="Youtube" id="wnZduCnSMpk" title="Marriage Conversations | Tanishq" thumbUrl="https://i.ytimg.com/vi/wnZduCnSMpk/mqdefault.jpg"></div><br />Swiggy Instamart | Agency: Lowe Lintas<br />      <div type="Youtube" id="NL7mq7kFLt8" title="Swiggy Instamart - Groceries delivered in 15-30mins" thumbUrl="https://i.ytimg.com/vi/NL7mq7kFLt8/mqdefault.jpg"></div><br />Mondelez’s Not Just a Cadbury ad | Agency: Ogilvy India<br />      <div type="Youtube" id="R3FnhpelBR0" title="Cadbury Celebrations | Not Just A Cadbury Ad" thumbUrl="https://i.ytimg.com/vi/R3FnhpelBR0/mqdefault.jpg"></div><br />Dove’s Stop the Beauty Test | Agency: Ogilvy India<br />      <div type="Youtube" id="jEpTa2cMl_I" title="Take the pledge to #StopTheBeautyTest | Dove" thumbUrl="https://i.ytimg.com/vi/jEpTa2cMl_I/mqdefault.jpg"></div><br />Tata Cliq Luxury | Agency: Havas Creative Group India<br />      <div type="Youtube" id="ZqHZKtbcjEA" title="Thoughtful Gifting Begins Here | Slow Commerce | Where Quality is Nurtured | Tata CLiQ Luxury" thumbUrl="https://i.ytimg.com/vi/ZqHZKtbcjEA/mqdefault.jpg"></div><br />Fastrack’s You Do You | Agency: Lowe Lintas Bangalore <br />      <div type="Youtube" id="0VGpbNQufjc" title="Own Your Inches - #FastrackYouDoYou" thumbUrl="https://i.ytimg.com/vi/0VGpbNQufjc/mqdefault.jpg"></div><br />Bournvita’s Get The Message | Agency: Ogilvy India<br />      <div type="Youtube" id="EkCtQT2yfig" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/EkCtQT2yfig/mqdefault.jpg"></div><br />Nykaa’s Tum Hi Ho Nykaa | Agency: Sideways <br />      <div type="Youtube" id="9o57TH0ZjkU" title="Tum Hi Ho Nykaa | Brand Film" thumbUrl="https://i.ytimg.com/vi/9o57TH0ZjkU/mqdefault.jpg"></div><br />Mohey’s KanyaMaan <br />      <div type="Youtube" id="PmCSjllj7KU" title="Tradition wahi, soch nayi - #KanyaMaan" thumbUrl="https://i.ytimg.com/vi/PmCSjllj7KU/mqdefault.jpg"></div><br />Tinder’s Closure<br />      <div type="Youtube" id="6b-K9OzVo-c" title="Closure - A Film about Consent by Tinder | Ft. Kavya Trehan and Mrinal Dutt" thumbUrl="https://i.ytimg.com/vi/6b-K9OzVo-c/mqdefault.jpg"></div><br />Cult.fit’s Fitness Is Not An Option<br />      <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div><br />Vicks’ Touch of Care | Publicis Singapore<br />      <div type="Youtube" id="NHflsJrXKaI" title="Vicks - Care Lives On #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/NHflsJrXKaI/mqdefault.jpg"></div><br />CRED’s Great for the Good<br />      <div type="Youtube" id="j8KpV-4_mRg" title="Great for the good | ft. Rahul Dravid | CRED" thumbUrl="https://i.ytimg.com/vi/j8KpV-4_mRg/mqdefault.jpg"></div><br />The Body Shop’s #BloodyNatural <br />      <div type="Youtube" id="6XVihCBaX-g" title="Periods are #BloodyNatural | Let's end period shame | The Body Shop India" thumbUrl="https://i.ytimg.com/vi/6XVihCBaX-g/mqdefault.jpg"></div><br />Prega News She Is Complete In Herself<br />      <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div><br />Surf Excel’s Holi 2021<br />      <div type="Youtube" id="MocKmftqNI8" title="Surf excel Holi 2021 | Jo dilon ko paas laayein, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/MocKmftqNI8/mqdefault.jpg"></div><br /></strong><br />

From CRED’s Indiranagar ka Gunda to Cadbury’s reimagined Kuch Khaas Hai, here are a few campaigns that stood out in 2021

<ul><li>Cannes Lions announces its shortlists for Brand Experience &amp; Activation, Mobile, Radio &amp; Audio, Creative Business Transformation, Creative Effectiveness, Creative E-commerce, Sustainable Development and Film and Innovation categories.</li><li>The jury will announce the results for Digital Craft, Film Craft, Industry Craft, Entertainment, Entertainment for Music and Entertainment for Sport today.</li></ul>Day 3 of this year’s Cannes Lions opened with some more good news for India. Work from the country bagged 21 shortlists. Cannes revealed shortlists for categories including Brand Experience &amp; Activation, Mobile, Radio &amp; Audio, Creative Business Transformation, Creative Effectiveness, Creative E-commerce, Sustainable Development and Film and Innovation categories.<br /><br />While we got 8 shortlists in the Brand Experience &amp; Activation category, 1 in Creative E-commerce, 4 in Film, 4 in the Mobile category and 4 in Sustainable Development Goals, there were no shortlists in the Radio &amp; Audio, Creative Business Transformation, Creative Effectiveness and Innovation Lions categories.<br /><br /><strong>Here is a list of India’s shortlist on Day 3:</strong><br /><br /><cmsannotation type="cmsannotation" annotationid="Brand Experience &amp; Activation" text="Brand Experience &amp; Activation"><span data-til="noop">Brand Experience &amp; Activation</span></cmsannotation><br /><ol><li>The Punishing Signal - Brand Experience &amp; Activation, FCB Interface, Mumbai Police - Not-for-profit/Charity/Government</li><li>Pedasuransi - Customer Acquisition &amp; Retention, VMLY&amp;R, Heinz</li><li>Careers From Home - Culture and Context, Local Brand, Wheel India, HUL</li><li>The Better Half Recipes - Culture and Context, Challenger Brand, Dentsu Webchutney, Swiggy</li><li>The 8-Bit Journo - Culture and Context, Single-market campaign, Dentsu Webchutney, Vice</li><li>Make your Own Mask - Culture and Context, Single-market campaign, Wunderman Thompson, The Times of India</li><li>The Applegram - Culture and Context, Single-market campaign, Famous Innovations, Radio Zindagi</li><li>The Better Half Recipes - Culture and Context, Cultural Insight, Dentsu Webchutney, Swiggy</li></ol><cmsannotation type="cmsannotation" annotationid="Mobile Lions" text="Mobile Lions"><span data-til="noop">Mobile Lions</span></cmsannotation><br /><ol><li>The 8-bit journo - Vice - Dentsu Webchutney Mumbai - Mobile Technology - Activation by Location </li><li>The 8-bit journo - Vice - Dentsu Webchutney Mumbai - Mobile Technology - Mobile Led Creativity </li><li>The 8-bit journo - Vice - Dentsu Webchutney Mumbai - Mobile Social - Real-time Response</li><li>Now, words aren’t just heard, but felt - Samsung - Cheil India Gurgaon - Mobile Technology - Innovative Use of Technology</li></ol><cmsannotation type="cmsannotation" annotationid="Sustainable Development Goals" text="Sustainable Development Goals"><span data-til="noop">Sustainable Development Goals</span></cmsannotation><br /><ol><li>#Keepgirlsinschool - Whisper Mobileshaala - Leo Burnett, Mumbai - Quality Education</li><li>Shakti - The Selfless Selfie, Shakti, Ngo, FCB India, Delhi, Gender Equality</li><li>Out And Proud Classified, The Times Of India, Newspaper, FCB Ulka, Delhi</li><li>Now, Words Aren't Just Heard, But Felt. - Samsung - Samsung Good Vibes - Cheil India, Gurugram - Reduced Inequalities</li></ol><cmsannotation type="cmsannotation" annotationid="Film" text="Film"><span data-til="noop">Film</span></cmsannotation><br /><ol><li>Savlon - The Artist - ITC Savlon - Savlon Handwash - Ogilvy India, Mumbai - Healthcare</li><li>Freedom, WWF India, WWF, McCann, New Delhi, Not-for-profit / Charity / Government</li><li>Man Enough: Shaving Stereotypes - Gillette - Gillette Mach3 - Grey India - Mumbai - Single-market Campaign</li><li>Pooja Didi - Facebook - Taproot Dentsu, Mumbai - Cultural Insight</li></ol><cmsannotation type="cmsannotation" annotationid="Creative E-commerce" text="Creative E-commerce"><span data-til="noop">Creative E-commerce</span></cmsannotation><br /><ol><li>The Better Half Recipes - Swiggy - Swiggy Instamart - Dentsu Webchutney, Bangalore - Cultural Insight</li></ol><cmsannotation type="cmsannotation" annotationid="Creative Business Transformation Lions" text="Creative Business Transformation Lions"><span data-til="noop">Creative Business Transformation Lions</span></cmsannotation><br />No shortlists<br /><br /><cmsannotation type="cmsannotation" annotationid="Creative Effectiveness Lions" text="Creative Effectiveness Lions"><span data-til="noop">Creative Effectiveness Lions</span></cmsannotation><br />No shortlists<br /><br /><cmsannotation type="cmsannotation" annotationid="Radio and Audio Lions: No shortlists" text="Radio and Audio Lions: No shortlists"><span data-til="noop">Radio and Audio Lions: No shortlists</span></cmsannotation><br />No shortlists<br /><br /><cmsannotation type="cmsannotation" annotationid="Innovation Lions" text="Innovation Lions"><span data-til="noop">Innovation Lions</span></cmsannotation><br />No shortlists<br /><br />The Cannes Lions will announce the results for Digital Craft, Film Craft, Industry Craft, Entertainment, Entertainment for Music and Entertainment for Sport today.<br /><br />                                      <div type="Article" hostid="261" msid="83744323" title="Cannes Lions 2021: India gets 8 shortlists on Day 2" mstype="2" mssubtype="0"></div><br />

Cannes Lions 2021: On Day 3, India secures 21 shortlists

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The ripples of a revolution seem to be in process. Of course, people won’t be unanimously agreeing with the fact that same sex marriage is okay, but at least the popular culture has started paying a heed to it. And it’s India, popular culture reaches people more easily and aggressively.<br />
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An Online video ad showing a lesbian couple preparing to meet the parents is making waves on social media. Country’s first ad based on same sex relationship, shows two women in a live-in relationship flirting and dressing up for the day, chatting about the expectations they face and their love for each other.<br />
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Titled 'The Visit', the ad for a fashion portal's ethnic wear collection has got over 2 lakh hits on YouTube over 10 days, says a news report by The Economic Times.<br />
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"We tried to avoid the stereotypes associated with gay people. There was no one woman looking more masculine or feminine in the film. We tried to give it a candid feel like it is any other couple being apprehensive about meeting the parents," Avishek Ghosh, co-partner of Hectic Content, the production house that made the film conceptualized by ad agency Ogilvy &amp; Mather, Bangalore told the Economic Times.<br />
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"The ad has got 3 million views across social media like Facebook, YouTube etc," Manish Aggarwal, VP (marketing) at Myntra Fashion which is promoting the ad told the financial daily.<br />
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The visibility of same-sex couples is what makes this ad timely says LGBT rights activist Ashok Row Kavi. "This is a bold statement. Lesbians around the world have been in the news, they are getting married and fighting for their rights. This is what society sees, same-sex couples living happily, and there is a huge audience that accepts this," says Kavi.<br />
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Says ad-man K V Sridhar, "This trend started last year, with Fastrack ads that hinted homosexuality, Tanishq that showed a re-marriage etc. In India, while living in is still a shock, this ad has gone a step ahead. It is commendable."<br />
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Yes, people are still evaluating the reach of this ad as it’s online based. In a country with 20% internet penetration, this ad certainly has a limited reach. Yet, the admakers and brands pitching for a change is certainly a welcome change.<br />
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Have a look at the ad:<br />
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(Courtesy: YouTube)<br />

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