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<ul><li>Ulka Advertising was established in 1961 by Bal Mundkur.</li><li>Today, the group has 120+ clients. </li></ul>FCB Ulka Group celebrates their 60th anniversary. Ulka Advertising was established in 1961 by Bal Mundkur with just 7 people with the clear vision of building an agency that put creativity at the centre of everything it did. The agency has now metamorphosed into the FCB Ulka Group with 750 employees, spread across 6 offices, partnering 120+ clients. Our creativity has truly been the fuel for our growth. The fact that the FCB Ulka Group has been named the Number 1 creative agency in India by prestigious global institutions like Cannes, One Show and WARC, is a testament to keeping our legacy of creative excellence alive, year on year. The Group marks the 60 years milestone with the launch of a special logo, which is a tribute to FCB’s ‘<keyword id="11014797" type="UNKNOWN" weightage="20" keywordseo="never-finished">Never Finished</keyword>’ philosophy. At FCB, we believe that a brand’s story is Never Finished. The idea of Never Finished implies an innate ability to change, evolve and grow with the times. It represents something that is timeless. We believe that a tree with deep roots can weather any storm. And the deepest root of our tree is our belief in being ‘Never Finished’. Always moving forward. Always learning. And always asking ‘what’s next?’ and that’s what the symbol of infinity with 60 in the new logo signifies. Speaking on the occasion, <keyword id="268920" type="PERSON" weightage="20" keywordseo="Rohit-Ohri">Rohit Ohri</keyword>, Group Chairman &amp; CEO, <keyword id="2971959" type="COMPANY" weightage="20" keywordseo="FCB-India">FCB India</keyword> said, “I would like to take this opportunity to salute the outstanding leadership of the FCB Ulka Group. The organizational culture that has been built over the years has stood the test of time and brought us to our 60th year anniversary. I’m truly proud of our journey and excited about the possibilities of the next 60 years”. The symbol, illustrated in FCB colors, marries our maturity in years and our ability to delve deep into brands. It represents dynamism. An ever-evolving identity. It epitomizes our DNA that echoes in our client relationships and we call them - Never Finished Partnerships. The bond and relationship we share with employees, past &amp; present - Never Finished Relationships. The journey, where we walk with our clients, the solutions we present them with and the iconic campaigns we create with them - Never Finished Stories. The brave work that we create that not just wins awards but has the power to impact societies and cultures; to change values, beliefs and behaviours to make a better world - Never Finished Creativity. The nature to delve deep into the roots to understand our brands by using our proprietary tools such as Brand Bedrock and People &amp; Patterns - Never Finished Thinking. The commitment we make to every single one of our clients, old and new, large and small - Never Finished Passion. Using innovative business/ market solutions for brands, with new ways to reach consumers - Never Finished Ideas. Rohit Ohri adds, “While this is an important milestone, we look at it as a new beginning. A time to renew our commitment to creativity, and a reminder to ourselves to always be 'Never Finished'…”

FCB Ulka Group launches a new logo to celebrate its 60th anniversary in India

<ul><li>The Group has seen an extraordinary creative transformation over the last four years.</li><li>It has been winning top honors at all the prestigious global creativity festivals including One Show, Clio, LIA, The Andys, D&amp;AD, Spikes and of course Cannes.</li><li>Now, the agency network has announced restructuring and key elevations. </li></ul><keyword id="7612871" type="UNKNOWN" weightage="20" keywordseo="FCB-group">FCB Group</keyword> India today announces the reorganization of its creative agencies in India, along with key elevations. In its ‘Never Finished’ pursuit of excellence, the Group announces organizational restructuring with three full-service agency brands in India – <keyword id="315469" type="COMPANY" weightage="20" keywordseo="FCB-Ulka">FCB Ulka</keyword>, <keyword id="3361020" type="PERSON" weightage="20" keywordseo="FCB-Interface">FCB Interface</keyword>, and FCB India. These three agencies will be a part of FCB Group India. “It is imperative for us now, more than ever before, to be able to provide our clients with the strategic direction and creativity they need to navigate the new world we live in today. Our new structure allows for our best people to provide focused and dedicated partnership to our clients; to bring the disruptive creativity, agility, and fluidity that is required today to transform our clients’ businesses and create unmissable brands” said <keyword id="268920" type="PERSON" weightage="20" keywordseo="Rohit-Ohri">Rohit Ohri</keyword>, Chairman &amp; CEO, FCB Group India. Speaking on the occasion, Rohit Ohri, Chairman &amp; CEO, FCB Group India, said, "Nitin, Swati, Robby, and Joe have been the pillars of the Group. The creative work that Swati and Robby have done over the last four years has made FCB Group India shine brightly on the global creativity firmament. Nitin and Joe have ensured that our creativity was a powerful economic multiplier for our clients. Together, they have scripted our creative transformation story." "I believe this new three creative agency structure sets up the Group perfectly to serve our clients better, with sharper focus on their business, and for accelerated growth as we look to our next 60 years in India. It signals the empowerment of our creative leaders and the building of sustainability in our creative transformation journey." Rohit added. FCB Group India has also appointed the next level of leadership for each of its agencies. The announcement will follow soon. With the new three creative agency structure, agency stalwarts Nitin Karkare, <keyword id="793905" type="PERSON" weightage="20" keywordseo="Swati-Bhattacharya">Swati Bhattacharya</keyword>, Robby Mathew, and Joe Thaliath will take on more prominent roles. One word that is most often used to describe Nitin is 'Mr. Dependable'. It is this trait that has helped him stay cool through 35 action-packed years in advertising. Starting as a management trainee at Ulka Advertising to becoming the Vice Chairman is indeed an extraordinary journey! Nitin is known to forge long-term partnerships, be it his clients, teams, colleagues, or associates. His worldview is driven by a strategic perspective and long-term solutions. His rich industry knowledge and deep insight into clients and their businesses set him apart as a truly inspirational leader. Swati Bhattacharya has recently been named to 'Adweek Creative 100' for 2021! A recognition that does FCB and India proud. Swati is a humanist. Her work finds wonder and awe in the joys and beauty of human existence, its challenges, and its tragedies. It draws from human culture and the life stance that brands can only find relevance if they inspire hope and enrich people's lives. In 2016 she became India's first woman CCO when she joined FCB Ulka. Under her leadership, FCB has won more than 120 awards at prestigious award festivals like One Show, Cannes, Clio, D&amp;AD, Kyoorius, etc. While she stays married to advertising, she periodically makes short films. Despite having an MBA degree, Robby's urge to look at things differently and his out-of-the-box thinking led him to a career not just in Advertising but also in Creative. With over two decades at FCB Interface, Robby drives the agency's creative agenda with a fervent passion. A man of extraordinarily high standards, Robby has created some of the agency's most memorable campaigns for brands like Mahindra, Oreo, Bluestar, and Agrotech Foods. Robby's ability to appreciate the clients' business problems and leverage powerful creative ideas to solve them makes him an exceptional creative leader. A retail pioneer and entrepreneur, Joe started his advertising career with FCB Ulka in Cochin. After a successful stint in Cochin, he came to Mumbai and led many different businesses before becoming the CEO of FCB Interface. Through his 30 odd years with the Group, Joe has worked on global and Indian mega brands across the automotive, FMCG, publishing, media, and telecom sectors. Known for his easy, affable style, Joe believes that good creative is like chess, and you need the right strategy to win.

FCB Group India announces organisational restructuring and key elevations

<ul><li>The campaign urges women to stock their #SehatKiTijori through proper nutrition.</li><li>Aimed at creating awareness among urban Indian women about relevant health challenges.</li></ul>During National Nutrition Month 2020, <keyword id="2568448" type="PERSON" weightage="20" keywordseo="DSM-India">DSM India</keyword> has launched its second Project <keyword id="9934667" type="UNKNOWN" weightage="20" keywordseo="Streedhan-campaign">Streedhan campaign</keyword>, underlining the need to build immunity through proper nutrition. Through a digital film ‘Sehat Ki Tijori’, the campaign urges women to stock their vault of health with nutritious food, and to view it as a lifetime investment. Project Streedhan is a CSR initiative of DSM India, aimed at increasing awareness among urban Indian women to prioritise their health. The first phase of the campaign was launched in 2019 on the occasion of Dhanteras, creating awareness about iron-deficiency anemia, and encouraged women to “invest in iron and not only gold” by consuming foods rich in iron. Project Streedhan’s second phase, Sehat Ki Tijori, creates awareness of the link between nutrition and immunity. It exhorts women to ensure that they are consuming immunity-building foods, investing in their health – the real wealth – thus helping ensure that they are protected against disease and infection. According to India’s Diet Paradox – a consumer survey report by DSM’s Nu-Shakti™ brand – virtually all respondents of the survey (98%) agreed that a nutritious diet is essential for a healthy lifestyle, however, 60% of the respondents ‘rarely’ or ‘never’ made a conscious effort to ensure a nutritious diet. <div type="Youtube" id="a-v6I_HAl6g" title="Project Streedhan | #InvestInYourImmunity" thumbUrl="https://i.ytimg.com/vi/a-v6I_HAl6g/mqdefault.jpg"></div> The Streedhan campaign seeks to drive home that our health is our real wealth at all times, and that we need to nurture our immunity by feeding it, building it, and protecting it. Sehat Ki Tijori has been crafted to emphasise this message, as well as to encourage social distancing and wearing a mask. Commenting about the campaign, B. Rajagopal (President – DSM India) said, “Three out of four women in India are deficient in vitamins. And being deficient in vitamins is known to lower immunity, and therefore lower resistance to infections. Project Streedhan seeks to highlight this very important aspect, especially since many women by nature tend to focus much more on the health of their families and often at the cost of their own health. We want to encourage women to invest in themselves, and take charge of their health through proper nutrition. Health and immunity is our real wealth, and it is up to us to feed it, grow it and protect it.” The film has been applauded on the first day itself. Dr R Sankar, Director, The India Nutrition Initiative of Tata Trusts, commented, “Immunity has become a key topic of conversation in recent times, given the pandemic. However, there is lower awareness about the link between immunity and nutrition. Given that around 75% of women in India are deficient in vitamins, it is imperative to create this awareness on how a nutritious diet and adequate intake of vitamins and other nutrients is essential to build immunity and help fend off diseases. I appreciate the efforts of the Streedhan campaign to continually encourage women to invest in their own health.” <keyword id="2804902" type="COMPANY" weightage="20" keywordseo="FCB-Ulka-Advertising">FCB Ulka Advertising</keyword>, one of India’s most awarded creative agencies, has conceptualized and crafted this second phase of the Streedhan campaign. They are the flagship agency of <keyword id="9934668" type="COMPANY" weightage="20" keywordseo="the-fcb-network">the FCB Network</keyword> in India, one of the fastest growing networks in the country. They were also the creative force behind the immense success of the first Streedhan campaign, launched in 2019. This campaign was extremely successful in garnering traction on social as well as traditional media. The main video garnered more than 22 million views across social media and YouTube through the official ‘Project Streedhan’ pages.

National Nutrition Month: DSM India encourages women to stock up their #SehatKiTijori through proper nutrition

<ul><li><keyword id="2568448" type="COMPANY" weightage="20" keywordseo="DSM-India">DSM India</keyword> has launched its second <keyword id="9950872" type="COMPANY" weightage="20" keywordseo="project-streedhan">Project Streedhan</keyword> campaign, underlining the need to build immunity in women through proper nutrition. </li><li>However, it lacks representation as it features women of one body size, type, shape and age. </li><li>It aims to empower women to embrace, prioritise and take care of themselves by filling up their vault of health with proper nourishing food. </li><li>However, does it fall into the same trap it is trying to escape? We speak to experts to find out. </li></ul>Advertising in India has come a long way when it comes to representation of women. From a time when women were only portrayed as home-makers taking care of everybody, today ads talk about a larger role that they play in the world. However, we realised something. Very few ads show women eating, which as an activity is such a normal, everyday thing. But we've rarely seen women do that in ads. It is usually they who cook, feed others or wait until after dinner to feed themselves from what is left. Women are shown as caretakers, nourishers or givers, very rarely do they prioritize themselves in real life or pop culture. Dutch State Mines’ CSR initiative Project Streedhan has exhorted women to give their nutrition and themselves equal importance by investing in iron-rich food. The first phase of advertisement released in 2019 aimed at raising awareness about iron deficiency in women's bodies that causes. It portrayed uninhibited women consuming food -- with no filters or worrying about ‘what will people think.’ It encouraged women to celebrate their femininity and eat like nobody's watching, becoming the revolutionary campaign women needed that urged them not to neglect their health behind their husband, kids or desk. The project by DSM India also reminded people that women need to be healthy to be financially independent, it changed the definition of what Streedhan meant. This time, the Streedhan campaign seeks to drive home a similar message -- that our health is our real wealth at all times, and that we need to nurture our immunity by feeding it, building it, and protecting it. The ad tells them to be their own bodyguard by filling up the vault of their health. Three out of four women in India are deficient in vitamins and being deficient in vitamins is known to lower immunity, and therefore lower resistance to infections. <div type="Youtube" id="a-v6I_HAl6g" title="Project Streedhan | #InvestInYourImmunity" thumbUrl="https://i.ytimg.com/vi/a-v6I_HAl6g/mqdefault.jpg"></div> Titled ‘<keyword id="9927435" type="PERSON" weightage="20" keywordseo="sehat-ki-tijori">Sehat Ki Tijori</keyword>,’ the advertisement has been crafted by <keyword id="2804902" type="COMPANY" weightage="20" keywordseo="FCB-Ulka-Advertising">FCB Ulka Advertising</keyword> to emphasise the importance of stocking nutritious food. The advertisement is aesthetically pleasing and the catchy song stays with you. Every frame seems like painting. However, for an advertisement that aims to raise awareness about anemic women or celebrate women at leisure and empower them, it first comes across as an ad for a clothing, beauty or juice brand. It features women of one kind, with one body type, shape and age, which are otherwise seen as ‘ideal’ bodies of ‘desirable’ age. It aims to be rustic but ends up painting a picture that is flawlessly beautiful. It lacks representation of different kinds of women. While the message is about women empowerment and finding the right nourishment, it uses beauty standards to send it across. Women seem to eat in an erotic way perched up on a branch but it is sexualised, appears pleasurable and not about feeding or taking care of themselves. Since its aim is to celebrate femininity, women’s health and reach out to women in every nook of our country, be it urban or rural, will women resonate with it? Or does it feel like an advertisement made from the male gaze? Does it fall into the trap it is trying to escape from? We reached out to a few experts from our industry to see what they feel. “I am appalled by the sexual overtones. I have no idea what this communication piece is trying to say and to whom,” said Ashwini Deshpande, Co-founder and Director, Elephant Design. Disha Daswani, Creative Director, Schbang, said, "They have achieved cinematic brilliance and even composed a song that one can’t get out of their heads, I mean who wouldn’t want to hear Sona Mohapatra’s voice on repeat? The concept of showing real women, with real problems is completely lost. Yes, we all wished we looked as gorgeous as that, wrapped in a silk saree and glowing amidst vast fields, sucking on a fruit. But sadly no. People with low immunity and anemia (speaking from experience) wake up pale, have noticeable dark circles that prompt questions like ‘hey you look tired today.’ Also, what’s up with casting only slim women who fit the wardrobe well and the excessive lip biting? The concept of Anaemia and low immunity has been romanticized, and not nearly as accurate of how women with this sickness look/feel. You could call it creative liberty or just sheer ignorance?" Alpa Dedhia, Business Director, VMLY&amp;R INDIA felt that the visuals divert attention away from the core message. She said, “Titillating tone of the ad loses the message of women's health for me. There is more to women than just being objectified. The issue about lack of vitamins is an important one and nowhere in the ad is there any serious attempt to address it. A woman is the one who cares for everyone and in the process of doing so; she neglects herself… This is a sacrifice that needs to be addressed and not just girls swinging and dancing around trees.” Pallavi Chakravarti, Executive Creative Director, <keyword id="212000" type="PERSON" weightage="20" keywordseo="Taproot">Taproot</keyword> Dentsu, found the ad ineffective. She said, "The depiction of women was unnecessarily sensual for a subject like immunity building – the execution didn’t connect to the problem at hand at all – at least for me. I mean, when I watched it, the last thing on my mind was whether I might have vitamin deficiencies and what I should do to bolster my immunity." Upasana Naithani- Business Head, Digital, Infectious Advertising also said that the video has sexualised women because it ignores the cause it is made for. She explained, "Especially for the cause it represents, promoting, health and well-being should have been prioritized over the sexual overtone, the video has sexualised women for sure. The fact that immunity is a need for underprivileged, and malnourished is completely overlooked. We also see a certain kind of women being chosen for the ad which is disappointing as this was a great platform to be inclusive of different kinds of women who struggle with immunity." FCB Ulka’s idea behind this advertisement was to celebrate women’s lust for life. Explaining the thought process behind selecting professional models and following beauty standards, FCB Ulka Advertising’s spokesperson said, “There are many narratives that have restricted the idea of womanhood and women’s empowerment – so it is but natural that we may see things at times from different perspectives. With project Streedhan, we wanted to break a fundamental narrative that has restricted women’s empowerment. The idea that women are the nourisher, and therefore de-prioritise their own nourishment. They are expected to eat least and last. Prioritizing their own health and enjoyment is seen as selfish and taboo. With project Streedhan, we celebrate a woman’s lust for life. It is not about sexualizing them as objects of desire, but acknowledging them as whole beings, sexual, woman and above all human. The project gives women ‘permission’ without preaching to them, to enjoy unabashedly their food, to unleash their lust for life. This struck a deep chord with women everywhere as the virality of the first project showed.” “Having different body sizes would indeed be inclusive – however as we were creating a new narrative where women are free to enjoy their food without guilt, we didn’t want body sizes to hijack the messages with more misogynistic “greedy/ selfish’’ narrative. In the future, we will explore how we can drive inclusivity while keeping the narrative intact," said the agency spokesperson. Karthik Srinivasan, Brand Communications and Social Media Expert, had reviewed Streedhan’s first advertisement and appreciated it for its timing, technique, aesthetics and narrative device. However, he posed a few questions that advertisement did not answer the last time and hasn’t this time as well. He wrote, “The film showcases glamorous looking women eating a lot of colourful food and fruits, including corn, watermelon, pomegranate and so on. The text—and the song—exhorts women to eat more iron. Is the implication that they should eat more of what is being shown in the film (those foods that contain iron, presumably)? Wouldn’t it be more useful to showcase a list of kinds of food women should consume instead of just making it seem like the way Katrina Kaif consumes mangoes in the Slice ad? But it doesn’t seem to be doing justice to the problem (and its gravity) it is trying to address.”

Project Streedhan's latest ad wants to prove an important point, but has its over-beautified, sensual storytelling made it lose the plot?

<ul><li><keyword id="2805202" type="PERSON" weightage="100" keywordseo="Dentsu-Webchutney">Dentsu Webchutney</keyword>, digital agency from the house of dentsu international, has released a list mentioning 'some absolutely brilliant advertising work' that they wish they had done in 2020. </li><li>"All feelings were harmed in the making of this list," read the blog.</li><li>The campaigns on this list below were nominated, compiled &amp; voted for by 'very jealous representatives from across Dentsu Webchutney's creative, strategy &amp; servicing teams.'</li></ul>Over the course of this year, we witnessed some absolutely brilliant advertising work. So much so that they also (to be very, very honest) made us at Dentsu Webchutney go green with envy. So, in no specific order, here are 12 fantastic campaigns from 12 wonderful agencies, both in India and worldwide, which made us swallow our pride and go, ‘ugh, dammit, wish we’d done it!’. PS: The campaigns on this list were nominated, compiled &amp; voted for by very jealous representatives from across our creative, strategy &amp; servicing teams and this process certainly wasn’t the favourite part of their year. Dove’s Courage Is Beautiful Agency: Ogilvy, Toronto <div type="Youtube" id="csIerE0578w" title="Courage" thumbUrl="https://i.ytimg.com/vi/csIerE0578w/mqdefault.jpg"></div>Courage Is Beautiful was so much more than the flagrant <a href="https://adage.com/creativity/work/microsoft-sam-every-covid-19-commercial-exactly-same/2251551" class="dq lk">do-goody type of campaign</a> we saw a lot of during the early stages of the pandemic. The way Dove’s message here still felt like a natural progression helped its already-established personality. The fact that they ran it only in markets where they were also contributing to COVID-19 relief on-ground kept up with the changing meaning of what ‘brand purpose’ should actually look like 2020-onwards. Facebook’s More Together — Pooja Didi Agency: Taproot Dentsu <div type="Youtube" id="GXaeeqfHNHQ" title="Facebook | More Together - Pooja Didi" thumbUrl="https://i.ytimg.com/vi/GXaeeqfHNHQ/mqdefault.jpg"></div>At the end of seven minutes of pure craft and storytelling, it was like somebody cutting onions right next to us. Really makes you believe that all you need is good intention, the rest figures itself out. Nike’s You Can’t Stop Us Agency: Wieden+Kennedy, USA <div type="Youtube" id="WA4dDs0T7sM" title="You Can't Stop Us | Nike" thumbUrl="https://i.ytimg.com/vi/WA4dDs0T7sM/mqdefault.jpg"></div>A breathtakingly genius triumph of editing craft. This 90-seconder has got symmetry, timing, slick shots and plenty of goosebump-inducing moments that makes us fall in love with our profession all over again. CRED’s Not Everyone Gets It Agency: CRED’s In-house team, Early Man Films, and Partners <div type="Youtube" id="iW63vNsF8ck" title="Not everyone gets it | CRED | Anil Kapoor" thumbUrl="https://i.ytimg.com/vi/iW63vNsF8ck/mqdefault.jpg"></div>We’re huge fans of meta-first creativity. The CRED piece made it work and took home a further 100 points for Indian celebrities not taking themselves seriously. Something that rarely ever happens. Libresse’s #WombStories Agency: AMV BBDO <div type="Youtube" id="JZoFqIxlbk0" title="Bodyform: #wombstories" thumbUrl="https://i.ytimg.com/vi/JZoFqIxlbk0/mqdefault.jpg"></div>“This ad is about the womb, but certainly has the balls.” — overheard from our creative lead. Womb Stories depicts the complex but beautiful relationship a woman has with her period cycle. Each component is so well crafted, the details are only visible in the experience that you have while watching it. Womb Stories not only pushes the conversation forward, it begins completely new ones. The animation, the music, the storyline: just uff. Oreo’s Oreo Vault Agency: 360i &amp; The Community <div type="Youtube" id="ufbzSZk1xhw" title="GLOBAL OREO VAULT" thumbUrl="https://i.ytimg.com/vi/ufbzSZk1xhw/mqdefault.jpg"></div>Opportunities for pure, innocent love for a brand are getting fewer. This 💯 stood out, keeping the focus on people who are extremely in love with Oreo, and what that love can lead to. Axis Bank’s #ReverseTheKhata Agency: Lowe Lintas India <div type="Youtube" id="kMrVXJmOXfI" title="#ReverseTheKhata | Axis Bank" thumbUrl="https://i.ytimg.com/vi/kMrVXJmOXfI/mqdefault.jpg"></div>2019–20 saw the transition of frothiness in consumer tech to #dukaantech, powered by fintech. We were touched to see the ecosystem of support for SMBs that the advertising industry activated through different brands. But Axis Bank took the cake by reversing such a local Indian insight in, ‘khaate mein likh do’ for #ReverseTheKhata. IKEA’s Halloween Horror story — GHOST Agency: Triad Advertising, Prague <div type="Youtube" id="rp2pmmvMA6U" title="Ikea Ghost" thumbUrl="https://i.ytimg.com/vi/rp2pmmvMA6U/mqdefault.jpg"></div>Fantastic storytelling to highlight an otherwise invisible problem. Burger King’s Moldy Whopper Agency: INGO, Sweden &amp; DAVID, Miami <div type="Youtube" id="oSDC4C3_16Y" title="Burger King | The Moldy Whopper" thumbUrl="https://i.ytimg.com/vi/oSDC4C3_16Y/mqdefault.jpg"></div>Yes, we know. We know. “But would it actually make you want to buy a Whopper?” We love it for the sheer bravado of breaking so many rules about how we show food in advertising. And for once it actually targeted a REAL weakness of their competitor. The art was a perfect line of ‘ew gross’ but ‘I wanna see more’. It was simply cool. Mondelēz’s Not a Cadbury Ad Agency: Ogilvy India <div type="Youtube" id="gBWLm6Sx1WI" title="Not Just A Cadbury Ad Campaign Video" thumbUrl="https://i.ytimg.com/vi/gBWLm6Sx1WI/mqdefault.jpg"></div>The idea was sooooo good, we knew someone would have done it if not them. You kinda know it’s one when you start getting it on WhatsApp. The geo-targeted and personalised bit converted things we hate about these ad properties into things that made the campaign not just emotional, but super smart and efficient. Again, with small and medium business at the heart of the story. Google’s ‘Loretta’ Agency: Google Creative Lab, In-House <div type="Youtube" id="6xSxXiHwMrg" title="Loretta | Google Super Bowl Commercial 2020" thumbUrl="https://i.ytimg.com/vi/6xSxXiHwMrg/mqdefault.jpg"></div>Back in January 2020, which historians say was 200 years ago, Google released a powerful, tearjerker of reminder of why technology needs to work for everyone. Mumbai Police’s Punishing Signal Agency: FCB Ulka India <div type="Youtube" id="Yy1rY8giMR0" title="#KCA20 | #BlackElephant | The Punishing Signal | Mumbai Police | FCBIndia" thumbUrl="https://i.ytimg.com/vi/Yy1rY8giMR0/mqdefault.jpg"></div>An effortlessly simple behavioural change masterclass. ‘Nuff said. All feelings were harmed in the making of this list.

Dentsu Webchutney releases a list of 12 fantastic campaigns from 2020 that they wish they had done

MUMBAI: WPP-owned J <keyword id="473766" type="PERSON" weightage="20" keywordseo="Walter-Thompson">Walter Thompson</keyword> is likely to win a global advertising contract from the <keyword id="6355725" type="CITY" weightage="20" keywordseo="Tata-Group">Tata Group</keyword>, the first time that the conglomerate will embark on a corporate brand initiative as part of Chairman <keyword id="6356895" type="PERSON" weightage="20" keywordseo="Cyrus-Mistry">Cyrus Mistry</keyword>’s push to make its worldwide presence felt more strongly. 
 
The two sides are yet to sign on the dotted line but a verbal commitment has been extended to the agency, according to well-placed insiders. A formal announcement is likely next week. Sources estimate the size of the business at just under Rs 200 crore. The group hasn’t engaged in any brand activity except during centenary celebrations a few years ago. 
 
During the celebrations, an awardwinning, football-themed film on the group’s values was made by Arun Nanda-led Rediffusion Y&amp;R. “The new management under the leadership of Cyrus Mistry feels the need to position Tata as a force on the global platform,” said a top Tata Sons executive explaining the rationale behind the campaign. 
 Mistry, who took over as chairman of holding company Tata Sons in 2012 from <keyword id="6360722" type="PERSON" weightage="20" keywordseo="ratan-tata">Ratan Tata</keyword>, will be looking to strengthen the group’s presence in global markets as an increasing share of its business comes from overseas. “More than half of the (group) companies’ revenues are… from the international markets,” said the person cited above. 
 
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“And while people are aware of the individual companies, they don’t know that these companies actually belong to Tata Sons. And thus the company feels that this is the right time to launch a global campaign.” 
 As ET reported in May, pitches kicked off in the first week of April. with five agencies participating — <keyword id="6375201" type="COMPANY" weightage="20" keywordseo="JWT">JWT</keyword>, TBWA, Y&amp;R, McCann World-Group and FCB Ulka. 
 
Of these, the first three made it to the final round of presentations that took place in May. The brief was simple, according to the CEO of one of the agencies that participated: “What should the Tatas do to be globally visible?” 
 The group wants people to look beyond <keyword id="6357585" type="CITY" weightage="20" keywordseo="Tata-Consultancy-Services">Tata Consultancy Services</keyword> and <keyword id="42747" type="CITY" weightage="20" keywordseo="Tata-Motors">Tata Motors</keyword> unit <keyword id="42034" type="COMPANY" weightage="20" keywordseo="Jaguar">Jaguar</keyword> <keyword id="44719" type="PERSON" weightage="20" keywordseo="Land-Rover">Land Rover</keyword>, he suggested. "I think the idea is to build salience for the brand Tata so that people see more than just TCS and JLR. It is something that they are trying to fix.” 
 
A JWT executive said winning the deal was more about prestige than anything else. “More than the size of the business it is an extremely prestigious account because no other Indian company has gone global this way,” the person said. He said the pitch was led by Colvyn Harris, CEO of JWT South Asia, and the team had members from the agency’s New York and London offices. Harris declined to comment. 
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A Tata Sons spokesperson said, “We have not appointed any agency so far, and will make an announcement at the appropriate time.” It wasn’t clear whether Tata wants one advertising campaign that will run across markets or if it will have separate country-wise campaigns with one overarching theme and tagline since the positioning of the group’s units vary across geographies. For instance, the group is the largest employer in the manufacturing sector in the UK, which is very different from its positioning in the US or even China. A top executive at another agency that participated in the pitch said, “They don’t have a plan yet. They have also not finalised the media plan as well and therefore don’t know if it will be an above-theline (aimed at a wide audience) or below-the-line campaign (more sharply focused). And therefore they have not yet finalised a media agency.” 
 
However, executives aware of the plans say the media business will be integrated with one of the WPP agencies, a strategy that works well for both JWT and Tata if the two go ahead with the initiative.

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