<ul><li><keyword id="247533" type="PERSON" weightage="20" keywordseo="Karthik-Srinivasan">Karthik Srinivasan</keyword>, Independent Brand Consultant and Social Media Expert <a href="https://beastoftraal.com/2020/10/13/tanishqs-ekatvam-the-oneness-broken/" data-type="tilCustomLink">writes</a> why Tanishq's ad has been withdrawn. </li><li>He traces some of the old Hindu-Muslim ads that have been trolled in the past for assorted reasons or have been withdrawn, too. </li></ul>Have you seen the new Tanishq Ekatvam ad film titled ‘Confluence’? No? You cannot, anymore. Because Tanishq has officially succumbed to the online trolls and removed the video from all their platforms. Watch a copy of the ad, here: <div type="twitter" handle="ShashiTharoor" handlename="Shashi Tharoor" image="http://pbs.twimg.com/profile_images/1280501371431800833/aoWxPcWK_normal.jpg" favoritecount="11107" retweetcount="2267" status="So Hindutva bigots have called for a boycott of ⁦@TanishqJewelry⁩ for highlighting Hindu-Muslim unity through this… https://t.co/V9IiFtEmgU" createdat="1602554129000" id="1315833504253374464"></div>They started with comments enabled and Likes/Dislikes allowed. Then they disabled both. Finally, they have removed the video. Why? The kind of comments they are getting for the same video on Facebook would offer you a reason. Here’s a snapshot. There’s a lot more on Twitter that’s hundred times more vile and vicious, including naming and abusing specific employees of Tanishq. <div type="image" title="tanishq-ekatvam-FB-comments-1536x690" msid="78633618" hostid="261"></div> To be honest, I was very, very surprised that someone at Tanishq and their ad agency considered this script, passed it for production, and were bold enough to release it now. That this needs to be called ‘bold’, in itself, is an odd situation to be in. We had a time when a Milind Soman and Madhu Sapre wore nothing but a snake to sell shoes and we used to call that ‘bold’. Within days of its release, the ad has found virulent denouncement. And boycott calls too. So what exactly is the problem in the ad according to the detractors? It supposedly normalizes “Love Jihad”, a term that has been categorically stated in the Parliament as a non-existent concept by the ruling party’s own <a href="https://bit.ly/3nFWXwY" target="_blank">junior home minister G Kishan Reddy in February 2020</a> (much like there is no record, meaning, explanation or context for ‘tukde tukde gang’, a term used to defame anyone not fitting a particular narrative). <div type="image" title="no-love-jihad-parliament" msid="78633628" hostid="261"></div> Not all inter-faith marriages deserve to be called out derogatorily or sweepingly denounced or dismissed. Does the ad claim that this is representative of all of India? No. Does the ad showcase violence between people? No. Does it show that people live in harmony, beyond their religion? Yes. Is this kind of harmony impossible? No. Is this kind of harmony needed? Of course. So, what’s the problem then? The problem is supposed to be that since gullible Hindu women (who, under the ‘Love Jihad’ conspiracy theory, have no agency of their own and are mere puppets that can be led anywhere) are being lured by rabid men from Islam/other religions, according to the theory of “Love Jihad”, this ad shows the opposite – that a Hindu woman is living peacefully with her Muslim husband and family, who are arranging an extensive Hindu-style VaLai Kaappu ceremony (Godh Bharai/Indian-style baby shower) for her. Is the man shown in the ad violent and abusive? No. Is the family ill-treating their daughter-in-law? No. Is this scenario impossible? Hardly. I have at least 3 friends with the same set-up – Hindu wife-Muslim husband. They are living as normally as anyone else. They celebrate both festivals with equal fervor. So, can’t the ad showcase what-could-be? Of course, it can. That’s what advertising does anyway – showing the what-is-possible scenario. And this is not necessarily a make-believe world – it is what it is, at least when I look at my own friends. The what-could-be is usually based on insights on user behavior, with the usual advertising-led exaggeration layered in. Are there exceptions to what’s being shown? Absolutely, there could be. Do exceptions become the norm? Not at all. They are not, and shouldn’t. The other major gripe with the ad, as per angry comments is, “Why can’t they show the reverse? A Muslim wife and Hindu husband?”. Yeah, why not? But, <a href="https://bit.ly/closeup-2018">Closeup, the toothpaste brand, tried showing both, in 2 different ad films, in a 2018 campaign</a> (my post from 2018 has all the context, but the videos have been removed by Closeup). Both got trolled heavily and Closeup withdrew both! There’s no end to this trolling. <div type="image" title="closeup ad" msid="78633641" hostid="261"></div> <div type="image" title="closeup ad 1" msid="78633657" hostid="261"></div> So, I’m genuinely surprised that Tanishq and its agency actually passed this, knowing fully well the kind of reactions it may lead to. I’m fairly sure they do not live in a bubble to not know what kind of reactions to expect for this ad film. All they are showing is a happy, sane and peaceful coexistence of religions. But in a situation where there is a constant need to hold up a villain for people to be perpetually angry and fearful about, this ad becomes yet another easy target. Tanishq hasn’t done anything wrong, or haven’t shown anything to be ashamed of. So, it is sad that they had to succumb to the online trolling and withdraw their ad. <div type="twitter" handle="bysurbhigupta" handlename="Surbhi Gupta سربھی گپتا" image="http://pbs.twimg.com/profile_images/1191368606921084928/H8tGptdw_normal.jpg" favoritecount="10365" retweetcount="1846" status="&quot;I will not buy jewelry from #Tanishq&quot;&quot;Why beta?&quot;&quot;Because they show a loving Muslim family and how caring they ar… https://t.co/VnQpw6LbMM" createdat="1602497250000" id="1315594936771727361"></div> For context, here are a few other ads that tread this ground, between the 2 religions. Most of them have been trolled for assorted reasons and some of them have been withdrawn too. Surf Excel – Holi, February 2019 | Agency: Lowe Lintas Mumbai <div type="Youtube" id="Zq7mN8oi8ds" title="Surf Excel Holi 2019 | This Holi, let colours bring us together!" thumbUrl="https://i.ytimg.com/vi/Zq7mN8oi8ds/mqdefault.jpg"></div> Closeup Lost Loves: Naghma &amp; Arghadeep, November 2018 | Agency: Lowe Lintas and VICE Media <div type="Youtube" id="mfCMKVQRGQg" title="Closeup Lost Loves: Naghma &amp; Arghadeep #FreeToLove" thumbUrl="https://i.ytimg.com/vi/mfCMKVQRGQg/mqdefault.jpg"></div> Closeup Lost Loves: Adithi &amp; Umar, November 2018 | Agency: Lowe Lintas and VICE Media <div type="Youtube" id="yj9IJY_IY3I" title="Closeup Lost Loves: Adithi &amp; Umar #FreeToLove" thumbUrl="https://i.ytimg.com/vi/yj9IJY_IY3I/mqdefault.jpg"></div> Brooke Bond Red Label – Ganesha, September 2018 | Agency: Ogilvy <div type="Youtube" id="AWsTJvM7jG4" title="Brooke Bond Red Label Ad Film" thumbUrl="https://i.ytimg.com/vi/AWsTJvM7jG4/mqdefault.jpg"></div> Brooke Bond Red Label – Neighbours, April 2014 | Agency: Ogilvy <div type="Youtube" id="tQuddKFhfFA" title="Red Label New Ad -- Neighbours" thumbUrl="https://i.ytimg.com/vi/tQuddKFhfFA/mqdefault.jpg"></div> Kaun Banega Crorepati promo, July 2014 | Agency: Leo Burnett <div type="Youtube" id="xjRto40PKts" title="KBC launch promo 2014-Neighbours" thumbUrl="https://i.ytimg.com/vi/xjRto40PKts/mqdefault.jpg"></div> - By<a href="https://beastoftraal.com/2020/10/13/tanishqs-ekatvam-the-oneness-broken/" data-type="tilCustomLink"> Karthik Srinivasan</a>, Independent Brand Consultant and Social Media Expert

Tanishq pulls down its latest Hindu-Muslim Confluence ad, expert writes what exactly happened

<ul><li><keyword id="177378" type="COMPANY" weightage="20" keywordseo="Cannes-Lions">Cannes Lions</keyword> today announced the Radio &amp; Audio Lions and Mobile Lions, the Creative Business Transformation Lions, Creative eCommerce Lions, Brand Experience &amp; Activation Lions, and Creative Effectiveness Lions, Innovation Lions, and the Young Lions Marketers Award.</li><li>FCB Interface wins another Bronze Lion for 'The Punishing Signal’ campaign in Brand Experience &amp; Activation category.</li><li>Dentsu Webchutney picks two more metals on Day 4, bringing its tally to 7.</li></ul>It is Day 4 of <keyword id="11254454" type="UNKNOWN" weightage="20" keywordseo="cannes-lions-2021">Cannes Lions 2021</keyword> and India has picked up four metals out of 21 shortlists across five categories. FCB Interface has added yet another Lion to its laurel as it won one more Bronze for 'The Punishing Signal’ campaign in Brand Experience &amp; Activation category under sub-category Not-for-Profit/Charity/Government. So far, FCB India and the Mumbai police’s campaign has won seven metals including one Gold, three Silver, and two Bronze Lions under Health &amp; Wellness, PR, Outdoor and Brand &amp; Activation Lions. Speaking on the win, Robby Mathew, Vice Chairman &amp; CCO, FCB Interface, said, “Absolutely delighted. I really wish we had entered it in more categories.” Dentsu Webchutney also continues its winning spree on Day 4 by adding another Bronze and Silver to its metal tally. The digital agency has won a Bronze Lion for Swiggy Instamart’s ‘The Better Half Recipes’ campaign under the Creative eCommerce (cultural insight) category. <div type="Youtube" id="mawkqC5WkIY" title="Swiggy Instamart | The Better Half Cookbook" thumbUrl="https://i.ytimg.com/vi/mawkqC5WkIY/mqdefault.jpg"></div> Dentsu Webchutney’s most awarded campaign at this year’s fest so far, The 8-bit journo also picked another metal in the form of Bronze under Mobile Lions category for Mobile-led Creativity. <div type="Youtube" id="g1jQXgfaLXE" title="8-Bit Journo" thumbUrl="https://i.ytimg.com/vi/g1jQXgfaLXE/mqdefault.jpg"></div> Elated with the victory, Gautam Reghunath, CEO, Dentsu Webchutney welcomed another Lion to his den at Dentsu Webchutney. He said, “It’s right about now, the middle of Cannes Lions week, where it usually gets exciting for us at Webchutney. That’s because the categories up for awards during that time, and those that we’ve been lucky to win in recently reaffirms our point of view on where creativity is headed. The kind of work that has won in digital craft, creative e-commerce, mobile, social &amp; influencer are true to the style of creativity that we want to champion and we’re so happy to be in such excellent company this year. And also the company of all the other wonderful Indian work that’s won from FCB, DDB, Ogilvy and others.” As of today, both Dentsu Webchutney and FCB India are in the lead with 7 metals. On the other hand, Cheil India has picked its first Silver Lion of this year’s fest for Samsung’s ‘Now, Words Aren't Just Heard’ campaign under Mobile Technology category for Innovative Use of Technology. Since the invention of Braille in 1824, there has not been much progress in the way in which the deafblind can communicate. As they suffer from impairment of sight and hearing it becomes nearly impossible for them to reach out to the world. While communication technology has progressed leaps and bounds from text and speech to images and video chats, it has been in stasis for the deafblind. Samsung Good Vibes and Cheil India came with a unique solution to this problem by launching a smartphone app that opens up the world of the deafblind and helps them communicate like never before. The app comes with two interfaces: a deafblind person can send a message from the app by tapping on the screen using Morse Code—where all letters of the English alphabet are combinations of dots and dashes. <div type="Youtube" id="5bYfvaxelE4" title="#KCA20 | Now, Words Aren&quot;t Just Heard, But Felt | Samsung | Cheil Worldwide" thumbUrl="https://i.ytimg.com/vi/5bYfvaxelE4/mqdefault.jpg"></div> On bagging the silver, Emmanuel Upputuru, CCO – Cheil India said, "Samsung Good Vibes- Now words are not just heard but felt is an innovative initiative to raise awareness of a problem that is often not seen or heard. It is a campaign that is now bringing inclusivity to over 500,000 people who have been disregarded by modern social media technologies. It is extremely humbling to be considered, much less to win the prestigious Cannes Silver in Mobile/ Innovative use of Technology category. We are grateful to be recognised for this innovative, adaptive and evolving two-way communication experience for the deafblind. The win reinstates our belief in company’s ethos of creativity inspired by technology. We hope to continue bringing such innovative work that will help the society as a whole. Keeping our fingers crossed for other categories.” There were no shortlists in the Radio &amp; Audio, Creative Business Transformation, Creative Effectiveness and Innovation Lions categories from our country. <div type="Article" hostid="261" msid="83775157" title="Cannes Lions 2021: On Day 3, India secures 21 shortlists" mstype="2" mssubtype="0"></div>

Cannes Lions 2021: India bags one Silver Lion and three Bronze Lions on Day 4

Cannes Lions 2021: India crosses 2019’s tally by winning 1 metal on Day 5, bringing our total tally to 22

<ul><li>The Womb hasn’t ever pitched to its clients except once. Its founders believe a solution cannot be presented in two weeks and not at least without spending enough time with the brand to find the roots of the problem. </li><li>The Womb’s focus this year is on understanding digital better, putting advertising back into boardroom meetings, alter metrics that are used to measure ad results, and earn more money whilst at it. </li><li><keyword id="2606474" type="PERSON" weightage="20" keywordseo="Navin-Talreja">Navin Talreja</keyword> and <keyword id="2606552" type="PERSON" weightage="20" keywordseo="Kawal-Shoor">Kawal Shoor</keyword>, the two hearts of The Womb, discuss with us the importance of walking away from a meeting if wavelengths don’t match, fighting for equal status in boardrooms, changing the culture of agencies, revenue goals for the year, and much more. </li><li>The Womb is eyeing to close FY2020 with ₹20 crores.</li></ul>Over the years, agencies have time and again complained about the complexities of the pitching process. Most believe that the ball is always in the client's court as they get access to an array of ideas for free. For agencies, on the other hand, the stakes are high as it is expensive, time-consuming and often ends up in idea theft. It’s impossible to know if you are matching the right talent and capabilities to a task when the screening process is a form-filling exercise. In this constantly changing landscape and competitive environment, The Womb is an agency that hasn’t pitched to its clients except once. The founders, who come from Ogilvy, have mustered the courage to say no, even if it means turning down a huge amount of money if the client doesn’t appreciate their work culture. Hence, they call them believers, not clients. They think it is impossible to find a solution in the first meeting without having deep-dived into the problem first. In relationship building meetings, the founders discuss the problems, try to pin down the challenges and drawing from their 25 years of experience, present a few opportunities. And if the clients look for a solution prima facie, they have the will to walk away. Is it challenging, I ask Navin Talreja, Co-founder, The Womb. He says, “It's challenging if your priority is money but if it is great work, then it's not. If you have targets like 'I have to grow 30% this year', then it's challenging.” “It's not that we don't have a vision of what the size of the agency should be, in terms of revenue, but our way to get there in our heads is very clear -- if you do great work with a lot of integrity, people will come to you. We follow an old word-of-mouth or recommendation strategy and with this, the client will come and the money will follow,” adds Talreja. In its five years of existence, The Womb has bagged 15 ‘believers.’ However, they charge a little more than Ogilvy and Lowe Lintas for their ‘premium services’; look for newer challenges, take a longer time in building the pillars and establishing the relationship and are extremely proud of the way they function. “We don't want to be a part of the 'herd'. So we could have grown 30-40% faster if we had pitched and if we had done a lot of work that other agencies and startups do,” says Kawal Shoor, Co-founder. However, Shoor believes this is also a smarter way of functioning because clients come on-board only when they trust The Womb completely. “Clients have not heard this language from agencies before. Our words, our language, our culture may sound new but this was how it was supposed to be anywhere. Right?”, asks Talreja. It is perhaps this work culture that gives The Womb an edge in the market. They have an office in Mumbai and are a small team of 34 employees today. When asked about the expansion plan, Shoor says, “I don't think we're moving into new offices in India for sure. Somewhere else is all in the future, which we haven't planned as we don't plan too much. Opening multiple offices is largely based on ego, not practicality because in today's day and age, you don't need many offices, you can work even globally sitting here in India.” Sharing the load equally By staying true to their practices, the founders wish to put advertising into the boardrooms and help CMOs gain their lost prominence. “Advertising and marketing is not part of boardroom conversations. CMOs have lost their influence in their own organisations. And it is our work and the kind of work that we do that can give them back their strength in the boardroom,” explains Shoor. Agencies often put half the pressure on clients. They take responsibility for communications but they sidestep from shaping the other three p’s. The Womb is hoping to change this. They advise their clients and help build the image coherently. Explaining how, Shoor says, “It is our job to help clients grow their businesses. The industry says that it is only for the brand but I think we are shirking our responsibility, which is also why clients don't think of agencies as important, because their job is to grow the business. So if you're saying I'm not responsible to help you grow the business, then they look elsewhere.” Changing how the agency ecosystem functions When radio went out of fashion, TV came out and not too many people knew how to do TV ads. Agencies would do some radio ads and add visuals on it for TV. Before the agencies realised, the whole of India had moved to TV and it took about five-six years for agencies to adapt. Similarly, this year, Shoor feels agencies will start truly understanding the dynamics of digital media and adapting to it. Another thing that Shoor believes should change is the way the ad industry is ‘obsessed with intermediate results'. The common practice is to measure the comps results, attitudinal results or brackman scores, take a few personality tests, etc. “I don't think you're spending enough time looking at what are the metrics that really matter, which are either top line growth or market share game or bottom line profitability and all of this converting into some sense of shareholder growth, which has indicated and shaped us in the past. However, the pressure to deliver numbers has to exist. It’s just that the short-term-ness of that expectation is a worry. So if you keep looking at your numbers every fortnight, you're not giving your work a chance to succeed. At the same time, I'm also saying that a good campaign does not take a year or two to show results,” says Shoor. The Womb’s 25-seconder "Fogg chal raha hai' campaign resulted in the client’s market share going up and that’s how the results should be measured, agree both founders. Talreja shares that even after a year, every time they run Fogg’s campaign, its shares soar up. Digital marketing, thus should be about building an idea that lasts longer such as Vodafone’s ZooZoos, say the founders. Talreja also brings up another reason which is given in review meetings for measuring the impact TV ads have, that is, ‘emotions can't be delivered in a 30-second spot.' He says that a brand doesn’t need a 360-degree media plan to make itself visible, sometimes, they just need a 20-degree plan. Agencies end up spilling the client’s money with this common mistake. Therefore, whilst strategising, Talreja asks himself and his team, “How do you deliver the message without losing out on the clutter-breaking ability, the brand building ability, the business-creation ability, without losing on comprehension, or impact or emotional affinity, in the shortest possible time -- and that's the challenge we've given ourselves.” Advantages of starting a new agency Shoor says he feels like a teenager again every day at work. He is often excited and more patient. He believes it helps to be smaller because they are more connected with clients and are open to unlearning the ‘set ways of succeeding'. “It is in a way like you went back into a reverse gear in terms of age -- unlearning and learning a few things. We've now realised that brands are just a currency for organisations to engage with people. The core point is how do organisations engage with people? And how do you create new behaviours among people so that clients benefit. So there have been a lot of those kinds of new learnings,” shares Shoor. Talreja, on the other hand, says that unlearning and being agile works on the lower end of jobs. On the strategic front, clients still seek utmost accuracy. “So it has to be a combination of being correct and agile. But what comes first in any new client relationship is that you have to be right. Therefore, sometimes agility is overrated but you need agility for day-to-day jobs like the poster or dangler you make -- because those needs are sometimes last minute and on the top tasks, you need to invest time and do your homework and go in-depth to understand every aspect before you come up with a solution,” explains Talreja. Roadmap ahead for The Womb The Womb is eyeing to close FY2020 with at least ₹20 crores, which is about ₹60-65 lakhs productivity per person. The agency has achieved this high productivity by only hiring employees with a minimum experience of four years. When asked if it’s their bias against the freshers or lack of willingness to train, the founders deny and say that they want to add value in every conversation they have with their clients instead, which comes with certain stature and experience. Talreja and Shoor have set a two-year goal for themselves. They want to change the conversation on effectiveness, help marketing stop being seen as a cost-centre for companies and as an investment in business growth. “Hopefully, we will also make a little more money along the way,” Talreja breaks into a chuckle. To sum it all up, the founders say all they have done till now is take baby steps towards bringing back the respect that the advertising industry has lost in the years gone by.

Why The Womb never pitches to its clients

<img class="gwt-Image" src="/photo/47096769.cms" /> Ever since the <keyword id="14666" type="ORGANIZATION" weightage="20" keywordseo="BJP">BJP</keyword> stormed into the power, PM <keyword id="6354477" type="PERSON" weightage="20" keywordseo="Narendra-Modi">Narendra Modi</keyword> is the talk of the town for being a visionary, change maker, entrepreneur and more. But among all things that are being spoken about the man, it is the powerful campaign that he and his team ran before the 2014 General Elections which intrigues people. A lot has been talked about how the campaign came about, but none of the versions come closest to what it really had been. 
 
That is why the team, who was actually behind the campaign decided to document everything about the campaign in a book and wrote 'The Walk to the Capital'. It is a book, which gives a first-hand account of what went into the making of the historic campaign that lead to BJP's first-ever, landslide victory in the General Elections. 
 
<img class="gwt-Image" src="/photo/47096782.cms" /> 
<keyword id="6375200" type="PERSON" weightage="20" keywordseo="Piyush-Pandey">Piyush Pandey</keyword> with the book 
 
The creative minds behind this campaign were from Soho Square, Mumbai and Ogilvy, South Asia agencies. Though in the beginning, this was just like another account for them, but when the team actually began the work, they gradually realized the weight of the expectation and responsibility they had on their shoulders. They felt as if the fate of the entire nation was in their hands—which was true to an extent—and this is why they invented new ways to work, redefined deadlines and turnaround times, grew closer and more cohesive as a team and the end result is for all of us to see. 
 
But did you ever wonder, what was the brief that these agencies got? Was the brief any good—as it was coming from a political party and not a corporate honcho? Piyush Pandey, Executive Chairman &amp; Creative Director, Ogilvy, South Asia, thinks that this was the best brief he had received in his career. He says, "This has been the best brief I've worked on in my entire career. And with an absolute dream of a client. Professional to the core, the BJP leadership knew their target audience to the person, and this I believe was the key to cracking this campaign. It has been a memorable journey. And we have attempted to capture our journey in this book." 
 
The campaign not only helped BJP gain a name, but also brought 'acche din' for Soho Sqaure, which was a little-known WPP agency before the General Elections. Samrat Bedi, Head of Office, Soho Square, Mumbai, says, "One of the early media reports referred to Soho Square as 'a little-known WPP agency'. Looking back on the last one year, I think we have come a long way. We managed to pull-off a multi-media campaign without a hitch. That itself is reassuring. This book only begins to do justice to the coffee-fuelled days and nights we spent turning this campaign around. But it does serve us as a reminder. Wow, we actually did this."

PM Modi’s Walk to the Capital Has Been Booked

The latest ad from <keyword id="6355629" type="CITY" weightage="60" keywordseo="Google">Google</keyword> <keyword id="3658" type="COUNTRY" weightage="60" keywordseo="India">India</keyword> connects on an intimate level, but is placed within the context of decades' worth of tense history.
In it, an old man named Baldev tells the story of a long-lost childhood friend to his granddaughter, visiting Delhi from Mumbai. He is moved as he recounts how he and his friend Yusuf would playfully steal a type of candy in their hometown of Lahore. They had to part ways after the Partition of India in 1947, which created the nation of <keyword id="3001" type="COUNTRY" weightage="60" keywordseo="Pakistan">Pakistan</keyword>. Baldev never got to say goodbye, and it still bothers him. This compels his granddaughter to go on a secret search mission using Google.
Hundreds of thousands died <a href="http://www.economist.com/node/18712525">during the partition</a>, three wars have been fought over disputed land, and tens of thousands have died for claims on the province of Kashmir. Relations between the governments of both nations <a href="http://www.businessinsider.com/shelling-heats-up-india-and-pakistan-2013-8">remain incredibly tense</a>.
So, within that context, enjoy the cinematic and sweetly sentimental ad:
<iframe width="620" height="349" frameborder="0" src="//www.youtube.com/embed/gHGDN9-oFJE?rel=0"></iframe>
Google India and ad agency Ogilvy India worked together to create a film with a satisfying story that demonstrates some subtleties of Google's search features.
Last July, Google India launched a campaign called "Start Searching India" that promoted features like translation tools and flight searches that Indian users were not using regularly. Google's research found the campaign to be a flop, and so this current ad is meant to reinvigorate the promotion.
Sandeep Menon, Google India's marketing director, <a href="http://www.firstpost.com/brands/exclusive-watch-googles-moving-tvc-on-the-power-of-search-1227497.html">told the site First Post</a> that they knew they needed a "magical story" that would finally catch their users' attention.
Ogilvy's job was to craft an emotional film that was big enough to enter the mainstream. That's why "the film needed to play on such a huge scale, and strike the right chords," said Abhijit Avasthi, executive creative director of Ogilvy India. The context that could provide this scale was the Partition.
In terms of reaching the mainstream, the ad is already a success, with almost 900,000 YouTube views in its first 24 hours online. The <a href="https://twitter.com/search?q=google%20search%20reunion&amp;src=tyah&amp;f=realtime">Twitter conversation</a> regarding "Google Search: Reunion" is overwhelmingly positive. Mumbai-based musician <a href="https://twitter.com/ClintonCerejo">Clinton Cerejo</a> is also receiving plenty of comments for his charming soundtrack.
Google's choice of a historical context much bigger than just the lives of two old men was meant to create buzz rather than controversy, and it's working.

Google's New Ad Suggests It Can Help Heal 60 Years Of Enmity Between India And Pakistan

Recently, Society Tea launched a new campaign ‘Masala Nahi Toh Mazaa Nahi’. Conceptualized by Ogilvy, the campaign revolves around every Indian’s love for cinema and chai. Riding on the strategy of this campaign, Shemaroo Entertainment tactically took over a Society Tea outdoor in Mumbai with a campaign of its own. The Shemaroo Outdoor goes on to agree with Society Tea outdoor to say, ‘Toh masala chai ke saath ek masala movie ho jaye?’. While this campaign between Society and Shemaroo was more like a friendly reply, there have many numerous instances where brands have taken on each other. <keyword id="25952" type="CITY" weightage="20" keywordseo="Mercedes-Benz">Mercedes-Benz</keyword> CEO Dieter Zetsche retired from his post recently, after leading the car manufacturer for 12 years. And while the world spoke about Zetsche’s stepping down, an ad spot by BMW, paying tribute to Zetsche went viral. BMW released a video, bidding farewell to Zetsche, which people might argue is a very nice gesture. The ‘heartwarming’ ad sports a Zetsche look-alike who is seen saying goodbye to colleagues at Mercedes-Benz, returning his ID and then seen leaving for home. The ad ends by saying, ‘Thank you, Dieter Zetsche, for so many years of inspiring competition.’ However, BMW brilliantly adds itself to the spot when they show the character zooming off in a BMW car with the words ‘Free at last’ on the screen, in the last frame seconds of the ad. The ad ticked all the right boxes, it felt like a genuinely heartfelt tribute, while also being smart advertising. However, while people initially lauded BMW for being humble and raising a toast to the CEO of a rival brand, many others later pointed out that the last shot, where Zetsche is seen driving out in a flashy BMW car makes the ad cheeky and not really as heartfelt as most people were making it out to be. <div type="Youtube" id="9rx7-ec0p0A" title="Retirement is about exploring your wide open future." thumbUrl="https://i.ytimg.com/vi/9rx7-ec0p0A/mqdefault.jpg"></div>
 <keyword id="1440186" type="PERSON" weightage="20" keywordseo="competitive-marketing">Competitive marketing</keyword> isn’t really a new phenomenon. For years, rival brands have engaged in guerilla advertising, calling each other out and pulling each other down, in an attempt at achieving one-upmanship. For consumers, it is entertainment, where competing brands end up engaging in pun wars, which can be very witty at most times. Closer home, we came across a few examples of competitive marketing when smartphone manufacturer Xiaomi took a dig at rival brand OnePlus. OnePlus has been putting in some big bucks to promote its latest offering OnePlus 7. It recently roped in Hollywood actor Robert Downey Junior as its face and has been marketing its new phone aggressively. Looking at this as an opportunity, Xiaomi came up with an OOH campaign and placed it right beside OnePlus hoardings with the punchline, ‘Starkly Superior To The Lastest One’, clearly taking a dig at OnePlus. The images were tweeted by Xiaomi India Head, Manu Kumar Jain, and the Twitterverse was quick to notice this, which were shared across platforms widely. <div type="twitter" handle="manukumarjain" handlename="Manu Kumar Jain" image="http://pbs.twimg.com/profile_images/1097747771208040448/8ds587oq_normal.jpg" favoritecount="6767" retweetcount="792" status="&quot;Starkly superior to the latest one!&quot; +1 if you liked these punny ads! 🤓😁 #RedmiK20 and #RedmiK20Pro coming soon!… https://t.co/EVejqmkGRW" createdat="1559458989000" id="1135079389446647811"></div>
 About a month back, Oven Story came up with a series of videos where they promoted their pizza offerings while also poking fun at some of its well-established rivals like Pizza Hut and Domino’s. <div type="Youtube" id="01lS-9YAtqs" title="Oven Story Pizza, ye to #NextLevelCheese hai! III 40sec" thumbUrl="https://i.ytimg.com/vi/01lS-9YAtqs/mqdefault.jpg"></div>
 European lager beer brand Beck’s Ice too launched a digital film that took a direct dig at competitor Kingfisher, the ad implied that its competitor’s beer was not as smooth as Beck’s Ice. <keyword id="33542" type="COMPANY" weightage="20" keywordseo="Burger-King">Burger King</keyword> recently also took its competitive advertising to a different level when it launched an Augmented Reality campaign where it asked people to ‘burn’ its competitor’s ads, and get a Whopper in exchange. <div type="twitter" handle="Ogilvy" handlename="Ogilvy" image="http://pbs.twimg.com/profile_images/1134818095279878146/uHppwvz7_normal.png" favoritecount="4482" retweetcount="4543" status="Title: Burn That Ad Client: Burger King Agency: @DAVID_SaoPaulo_ For their latest campaign, Burger King entices cu… https://t.co/HZSysvXWMs" createdat="1553090752000" id="1108369063951126528"></div>
 In the past too, we have seen some big brands engaging in competitive marketing. Who can forget the Cola wars in India in the 90’s? Or the campaign where Times of India came out with a video, pulling the Hindu down while launching in Chennai, which was dominated by the Hindu. The Hindu also later came out with a campaign titled, ‘Stay Ahead With The Hindu’. Both the campaigns were widely spoken about, despite it being before the time of social media. <div type="Youtube" id="_-qUnFZa6PM" title="TOI CHENNAI EDITION WAKE UP!" thumbUrl="https://i.ytimg.com/vi/_-qUnFZa6PM/mqdefault.jpg"></div>
 <div type="Youtube" id="OT3xeaWVINA" title="Stay ahead with THE HINDU" thumbUrl="https://i.ytimg.com/vi/OT3xeaWVINA/mqdefault.jpg"></div>
 Competitive marketing has an obvious advantage. It makes people sit up and notice. In the age of social media, anything that is a little different from regular communications generates a lot of chatter. Speaking about how brands can stand to gain, <keyword id="873832" type="PERSON" weightage="20" keywordseo="Saurabh-Uboweja">Saurabh Uboweja</keyword> Chief Executive Officer Brands of Desire management consulting firm says, “Competitive marketing is a powerful tool if used intelligently. It brings unforced attention, creates dialogue around your brand and establishes your superiority over your adversary.” Since the advent of social media, coming up with campaigns like this has also become common because a lot can be said in just one post. This also makes it cost-effective. Says N Chandramouli, CEO, TRA, “Guerrilla marketing or competitive advertising is usually low cost and usually piggybacks on a larger advertising campaign. It’s like a judo move, where you use the weight of the opponent against them. It becomes good conversation, and is usually remembered for a long time.” He further adds, “If done well, ads like this can be extremely effective. It brings the competing brand into the consumer consciousness, if it is well executed.” However, many also believe it is a double edged sword. Adds Uboweja, “It is sometimes confused with plain or crass sloganeering and may backfire as a result, making a brand appear desperate for attention.” Agreeing to Uboweja, Karthik Srinivasan, Independent Brand Strategist says, “Brands need to be very careful while coming up with campaigns like this. Campaigns go viral when they evoke a strong emotion in viewers, that emotion can be positive, negative, humor or disgust.” Sharing an example when two brands engaged in competitive advertising, while not putting each other down, Srinivasan says, “When Boeing turned 100 back in 2016, Airbus came up with a video thanking the former for the healthy competition. Similarly, Boeing came up with a video to wish Airbus a happy 50th birthday. In both the cases, the brands kept the snide-ness at the minimal. However, that also meant these videos were not as widely shared as the others.” <div type="Youtube" id="xWaTjYpczKQ" title="One thing to say to Boeing" thumbUrl="https://i.ytimg.com/vi/xWaTjYpczKQ/mqdefault.jpg"></div>
 <div type="Youtube" id="5j3ob0CfH9I" title="Airbus, We're Glad You're Here" thumbUrl="https://i.ytimg.com/vi/5j3ob0CfH9I/mqdefault.jpg"></div>
 While brands do capture a lot of eyeballs for campaigns like these, they can also face a backlash, making it critical for brands to be very careful. Srinivasan explains, “People only share content like this when they feel strongly. And it’s not a very good idea to do that on a back of a strong negative emotion. In case of Xiaomi, they pulled OnePlus’ legs but the next time they fall short in some regard, people will pull Xiaomi down too. Brand need to realize that a piece of communication can also evoke a positive emotion and such creatives can also do well with consumers, if the campaigns are executed well.”

Does Competitive Marketing Still Work For Brands?

<div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image"><a title_source="YouTube/yumyumgle" title_caption="Esthe WAM's bowling ad won a CLIO Award in 2009 depite its ridiculous portrayal of a woman." class="zoomin" href="http://static6.businessinsider.com/image/52f271356bb3f7626ec251ae-960/esthe-wam-bowling-ad.png"><img src="http://static6.businessinsider.com/image/52f271356bb3f7626ec251ae-617-463/esthe-wam-bowling-ad.png" border="0" alt="Esthe WAM Bowling ad" /></a>YouTube/yumyumgleEsthe WAM's bowling ad won a CLIO Award in 2009 depite its ridiculous portrayal of a woman.</div></div></div>After issuing a call to action about gender inequality in the <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> industry last May, the CLIO Awards announced Wednesday that the jury for its 2014 awards would have more women on it then men.
According <a href="http://www.clioawards.com/press/index.cfm?year=2014&amp;pressid=262">to the list of jury members released by the event's organizers</a>, there will be 30 female jury members this year and only 29 men.
"We've been talking about it for over a year, since before we even started going through the jury selection process," CLIO Awards executive director Nicole Purcell said. "It really started to come together, and this year, we have an amazing jury."
The CLIO Awards is an annual, international competition honoring achievements in advertising, design, and communications. Each year, agencies and individuals submit their best work for consideration in 18 media types ranging from film to direct marketing. Since its inception in 1959, the contest has been judged by juries that were primarily male.
In the past, the show has given awards to ads that were not exactly progressive when it comes to gender, like <a href="http://www.youtube.com/watch?v=Ptmk-7h075k">this 2009 winner</a> for a Japanese hair removal brand called Esthe WAM:
<iframe width="620" height="465" frameborder="0" src="//www.youtube.com/embed/Ptmk-7h075k"></iframe>
The CLIOs set about to change that this past year, when the organization announced its intention to field a gender-equal jury in 2014 to be more strongly reflect the contributions of women to the advertising industry.
To do this, Purcell and her team created a place on the CLIO Awards website for people to submit anonymous nominations, since women are less likely than men to submit themselves for consideration. The CLIO Awards also met with the major agencies to find talented women and encourage them to serve as judges.
With the help of the agencies and the awareness created by ongoing industry conversation gender equality in creative roles, Purcell said the task of finding talented females for her juries was not particularly difficult.
"It came easier than it has in the past, I think because of everyone talking about creative women in the field," Purcell said. "People are always asking 'Where are these female creatives?' Well, guess what? We just found them."
Purcell said she did not think the increased number of women on the juries would alter the results of the competitions in any way.
"At the end of the day, when we start the jury selection process, what we're looking for is the thought provokers and the idea generators," said Brooke Barasch, the CLIO Awards' director of marketing. "The idea really isn't about the perspective of males or females, it's really about just having the creative minds in the room."
Here's the complete list of jury panels the CLIO Awards announced today:
FILM
<table style="width: 645px;" border="0" cellspacing="0" cellpadding="5">
<tbody>
<tr>
<td>
Anne De Maupeou
</td>
<td>
Chief Creative Officer, Marcel - Paris, France
</td>
</tr>
<tr>
<td>
Jon Flannery
</td>
<td>
EVP, Executive Creative Director, DraftFCB - Chicago, USA
</td>
</tr>
<tr>
<td>
Nick Gill
</td>
<td>
Partner, Executive Creative Director, BBH - London, UK
</td>
</tr>
<tr>
<td>
Mike Smith
</td>
<td>
Executive Creative Director, BBDO - New York, USA
</td>
</tr>
<tr>
<td>
Agnello Dias
</td>
<td>
Chief Creative Officer &amp; Co-founder, TAPROOT - Mumbai, India
</td>
</tr>
<tr>
<td>
Anita Ríos
</td>
<td>
General Creative Director, JWT - Buenos Aires, Argentina
</td>
</tr>
<tr>
<td>
Raquel Martínez
</td>
<td>
Executive Creative Director, McCann - Madrid, Spain
</td>
</tr>
<tr>
<td>
Justine Armour 
</td>
<td>
Creative Director, Wieden+Kennedy - Portland, USA
</td>
</tr>
<tr>
<td>
Kentaro Ichiki 
</td>
<td>
Creative Director, Hakuhodo - Tokyo, Japan
</td>
</tr>
</tbody>
</table>
 
PRINT, PRINT TECHNIQUE &amp; OUT OF HOME
<table style="width: 645px;" border="0" cellspacing="0" cellpadding="2">
<tbody>
<tr>
<td>
Alexander Schill
</td>
<td>
Chief Creative Officer &amp; Partner, serviceplan - Munich, Germany
</td>
</tr>
<tr>
<td>
Bechara Mouzannar
</td>
<td>
Chief Creative Officer, Leo Burnett - Beirut, Lebanon
</td>
</tr>
<tr>
<td>
Anselmo Ramos
</td>
<td>
VP Creative Director at Ogilvy Brazil &amp; Founder at DAVID, Ogilvy - Sao Paulo Brazil
</td>
</tr>
<tr>
<td>
Gigi Lee
</td>
<td>
Executive Creative Director, Y&amp;R - Kulala Lumpur, Malaysia
</td>
</tr>
<tr>
<td>
Carol Lam
</td>
<td>
Chief Creative Officer &amp; Managing Partner, Saatchi &amp; Saatchi - Quarry Bay, Hong Kong
</td>
</tr>
<tr>
<td>
Lisa Fedyszyn
</td>
<td>
Creative Director, WHYBIN \ TBWA - Auckland, New Zealand
</td>
</tr>
<tr>
<td>
Xanthe Wells
</td>
<td>
‎Chief Creative Officer, Pitch - Los Angeles, USA
</td>
</tr>
<tr>
<td>
Nikki Lindman
</td>
<td>
Creative, Adam&amp;Eve DDB - London, UK
</td>
</tr>
</tbody>
</table>
Hugo Corredor Chief Creative Officer, Sancho BBDO - Bogota, Colombia
 
DIRECT &amp; ENGAGEMENT
<table style="width: 645px;" border="0" cellspacing="0" cellpadding="7">
<tbody>
<tr>
<td>
Judy John
</td>
<td>
CEO and Chief Creative Officer, Leo Burnett - Toronto, Canada
</td>
</tr>
<tr>
<td>
Merlee Jayme
</td>
<td>
Chairman &amp; Chief Creative Officer, DM9 - NCR, Philippines
</td>
</tr>
<tr>
<td>
Doerte Spengler-Ahrens
</td>
<td>
Chief Creative Officer, Jung von Matt/fleet - Hamburg, Germany
</td>
</tr>
<tr>
<td>
Ioana Filip
</td>
<td>
Group Creative Director, McCann - Bucharest, Romania
</td>
</tr>
<tr>
<td>
Ted Lim
</td>
<td>
Chief Creative Officer, Dentsu - Singapore, Singapore
</td>
</tr>
<tr>
<td>
Shahir Zag
</td>
<td>
Chief Creative Officer, Y&amp;R - Dubai, UAE
</td>
</tr>
<tr>
<td>
Andrey Gubaydullin
</td>
<td>
Executive Creative Director &amp; Co-Owner, Voskhod - Yekaterinburg, Russia
</td>
</tr>
<tr>
<td>
Will Rust
</td>
<td>
Executive Creative Director, Ogilvy - Prague, Czech Republic
</td>
</tr>
</tbody>
</table>
 
BRANDED ENTERTAINMENT &amp; CONTENT
<table style="width: 645px;" border="0" cellspacing="0" cellpadding="7">
<tbody>
<tr>
<td>
Kerry Keenan
</td>
<td>
Partner, Chief Creative Officer, Deutsch - New York, USA
</td>
</tr>
<tr>
<td>
Leslie Sims
</td>
<td>
EVP, Executive Creative Director, McCann Erickson - New York, USA
</td>
</tr>
<tr>
<td>
Kat Thomas
</td>
<td>
Co-Founder &amp; Executive Creative Director, One Green Bean - Sydney, Australia
</td>
</tr>
<tr>
<td>
Hadas Liwer
</td>
<td>
Chief Creative Officer, JWT - Tel Aviv, Israel
</td>
</tr>
<tr>
<td>
Jesse Coulter
</td>
<td>
Co-Chief Creative Officer, Creative Artist Agency - Los Angeles, USA
</td>
</tr>
<tr>
<td>
Chris Bruss
</td>
<td>
Vice President of Branded Entertainment at Funny Or Die &amp; President
at Gifted Youth - Los Angeles, USA
</td>
</tr>
<tr>
<td>
Fred Levron
</td>
<td>
Executive Director/Creative Director Digital and Branded Content, Ogilvy - Paris, France
</td>
</tr>
<tr>
<td>
Sergio Gordilho
</td>
<td>
Co-President And Chief Creative Officer, Africa - Sao Paulo, Brazil
</td>
</tr>
<tr>
<td>
Silvia Goh
</td>
<td>
Chief Content Officer, LiquidThread/Starcom Mediavest Group - Shanghai City, China
</td>
</tr>
</tbody>
</table>
 
DIGITAL &amp; DIGITAL TECHNIQUE
<table style="width: 645px;" border="0" cellspacing="0" cellpadding="7">
<tbody>
<tr>
<td>
Alessandra Lariu
</td>
<td>
Co-Founder, SHESAYS - New York, USA
</td>
</tr>
<tr>
<td>
Brent Choi
</td>
<td>
Chief Creative &amp; Integration Officer, JWT - Toronto, Canada
</td>
</tr>
<tr>
<td>
Brad Kay
</td>
<td>
President &amp; Partner, SS+K - New York, USA
</td>
</tr>
<tr>
<td>
Paul Collins
</td>
<td>
Creative Director, RG/A - Stockholm, Sweden
</td>
</tr>
<tr>
<td>
Wain Choi
</td>
<td>
Global VP &amp; Executive Creative Director, Cheil Worldwide - Seoul, South Korea
</td>
</tr>
<tr>
<td>
Eric Schoeffler
</td>
<td>
Chief Creative Officer, DDB Tribal Group GmbH - Düsseldorf, Germany
</td>
</tr>
<tr>
<td>
Jonathan Woytek
</td>
<td>
Creative Director, Pereira &amp; O'Dell - San Francisco, USA
</td>
</tr>
<tr>
<td>
Luciana Haguiara
</td>
<td>
Digital Creative Director, Almap BBDO - Sao Paulo, Brazil
</td>
</tr>
<tr>
<td>
Michal Pasternak
</td>
<td>
Chief Experience Officer, Huge - New York, USA
</td>
</tr>
</tbody>
</table>
 
DESIGN
<table style="width: 645px;" border="0" cellspacing="0" cellpadding="7">
<tbody>
<tr>
<td>
Sagi Haviv
</td>
<td>
Partner &amp; Designer, Chermayeff &amp; Geismar &amp; Haviv - New York, USA
</td>
</tr>
<tr>
<td>
Greg Quinton
</td>
<td>
Executive Creative Directorm The Partners - London, UK
</td>
</tr>
<tr>
<td>
Justin Drape
</td>
<td>
Chief Creative Officer / Co-Founder, The Monkeys/Maud - Sydney, Australia
</td>
</tr>
<tr>
<td>
Hideto Yagi
</td>
<td>
Creative Director, Dentsu - Tokyo, Japan
</td>
</tr>
<tr>
<td>
Katie Taylor
</td>
<td>
Executive Creative Director, Landor Associates - Hamburg, Germany
</td>
</tr>
<tr>
<td>
Joanne Thomas
</td>
<td>
Creative Director, The Jupiter Drawing Room - Cape Town, South Africa
</td>
</tr>
<tr>
<td>
Gesina Roters
</td>
<td>
Creative Partner, Day Creative Business Partners B.V. - Amsterdam, Netherlands
</td>
</tr>
</tbody>
</table>
 
CONTENT &amp; CONTACT, INTEGRATED CAMPAIGN, &amp; INNOVATIVE MEDIA
<table style="width: 645px;" border="0" cellspacing="0" cellpadding="7">
<tbody>
<tr>
<td>
Pablo Del Campo
</td>
<td>
Chief Executive Officer, Del Campo Saatchi &amp; Saatchi - Buenos Aires, Argentina &amp; Madrid, Spain
</td>
</tr>
<tr>
<td>
Humbarto Polar
</td>
<td>
VP, Chief Creative Officer, Mayo DraftFCB - Lima, Peru
</td>
</tr>
<tr>
<td>
Bruno Bertelli
</td>
<td>
Executive Creative Director, Publicis - Milan, Italy
</td>
</tr>
<tr>
<td>
Bridget Jung
</td>
<td>
Chief Creative Officer, DigitasLBi - Paris, France
</td>
</tr>
<tr>
<td>
Kerry Platts
</td>
<td>
Executive Creative Director, Wunderman - Dubai, UAE
</td>
</tr>
<tr>
<td>
Malvika Mehra
</td>
<td>
National Creative Director and Executive Vice President, Grey Worldwide - Mumbai, India
</td>
</tr>
<tr>
<td>
Margaret Johnson
</td>
<td>
Executive Creative Director, Partner, Goodby Silverstein &amp; Partners, San Francisco, USA
</td>
</tr>
<tr>
<td>
Anja Radulovic
</td>
<td>
Creative Director, Leo Burnett - Belgrade, Serbia
</td>
</tr>
<tr>
<td>
Sue Anderson
</td>
<td>
Co-Executive Creative Director, Crispin Porter + Bogusky - Los Angeles, USA
</td>
</tr>
</tbody>
</table>

For The First Time Ever, Women Will Be In Charge Of The U.S.'s Most Prestigious Ad Awards Show

<ul><li>Apart from startup founder, the Forbes India's list has a generous dash of youngsters from social media, television and the world of sports. </li><li>BB Ki Vines’ <keyword id="2517934" type="PERSON" weightage="20" keywordseo="Bhuvan-Bam">Bhuvan Bam</keyword> and Technical Guruji Gaurav Chaudhary also made their debut under the digital content creators category. </li><li>Five women across industries made it to the list against 26 men. </li></ul>Startup founders dominated the list of Forbes’ 30 under 30 which recognizes the best of India’s vast young population. The 29-year old Varun Khona, the co-founder of Headout, Aravind Sanka, Pavan Gutunpalli, SR Rishikesh, the cofounders of bike rental platform Rapido - were some of the prominent names in the list. But the list also has a generous dash of youngsters from social media, television and the world of sports. The youngest person to feature is 17 year old Saurabh Chaudhary, an Indian shooter who won two gold medals at the Asian Games and headed to 2020 Tokyo Olympics. Deepak Punia, 21, the first Indian to win a Junior World Championship also made it to the list. Young Indians who work for startups like the 29 year old Vikash Bakrewala, the youngest sales leader at B9 Beverages, the makers of Bira and Boom beers; were also showcased. All the three founders of Triton Foodworks which is making breakthroughs in organic farming were recognized too. <keyword id="8722570" type="PERSON" weightage="20" keywordseo="deepak-kukreja">Deepak Kukreja</keyword>, Ullas Samrat and Dhruv Khanna of Triton Foodworks are growing plants without using soil, thereby surpassing the limitations of land, fertility, and even water. The method uses 60-80% less water,” <a href="http://www.forbesindia.com/article/30-under-30-2020/forbes-india-30-under-30-india039s-young-guns-more-inspiring-than-ever/57513/1">Forbes. </a> A 27-year-old Gourish Singla of a healthcare startup like Shivom that uses blockchain technology to customize medication - was also a part of the list. “Our Forbes India 30 Under 30 members are showing the way forward on another road and to another group—to traditional and legacy businesses and professionals, across different categories like technology, health care, finance, science, media, design, fashion, sports, entertainment, and so on—with their innovations, fresh business models and a set of fresh eyes,” wrote Forbes.<a href="http://www.forbesindia.com/article/30-under-30-2020/forbes-india-30-under-30-india039s-young-guns-more-inspiring-than-ever/57513/1"> </a> BB Ki Vines’ Bhuvan Bam and Technical Guruji Gaurav Chaudhary also made their debut under the digital content creators category. Five women across industries made it to the list against 26 men. Here is the complete list of all the 30 under 30 stars: Krishnakant Mishra Brand Content Lead, Ogilvy Age: 28 The authJandia, is a 28-year-old artist who developed a practice that deals with history and historical images that chronicle events of conflict and violence. The painter then tells the story of the events that shape society's perception of them.or of the non- fiction book ‘The Exclamator’, Krishnakant Mishra is no stranger to young achievers lists. He was nominated for Impact Magazine &amp; Social Samosa’s ‘Top 30 advertisers in India under 30 in 2019. Vikash Bakrewala Division Director, Sales &amp; Marketing (South India), B9 Beverages Age: 29 Bakrewala is the youngest sales leader at the beer company B9 Beverages. He helped Bira and Boom expand to five geographical clusters within a year. Ullas Samrat Dhruv Khanna Co-Founder, Triton Foodworks Age: 29 Ullas and Dhruv, the young childhood friends who <a href="http://www.forbesindia.com/article/sustainability-special/water-of-plenty-meet-the-trio-practising-soilless-farming-in-delhi/50313/1">drifted apart </a>when Khanna’s family moved out to Singapore, came together again. And when they did, they started a self-funded startup to aid internet-enabled smart farms that use technologies like hydroponics. Sai Gole, Siddhart Dialani Co-Founders, Bharat Agri Age: 26 Siddharth Dialani and Sai Gole are the co-founders of Bharat Agri. Its algorithm helps farmers with the right time to cultivate grow in manner that maximises production and boosts income. Sanket Jadia Artist Age: 28 Jandia, is a 28-year-old artist who developed a practice that deals with history and historical images that chronicle events of conflict and violence. The painter then tells the story of the events that shape society's perception of them. Aravind Sanka, Pavan Guntupalli, SR Rishikesh 
 
 

 Co-Founder, Rapido Age: 28, 28, 27 Sanka, Guntupalli and Rishikesh are the co-founders of India's largest bike taxi booking application. The services which started in 2015 are now available in 100 cities across the country. Rishab Karwan, Nitin Rana 
 
 




 Co-Founders, GoMechanic Age: 26, 29 Karwan and Rana are the co-founders of the Delhi based startup Go Mechanic. The startup helps streamline the disorganised automobile service centres in India. Akanksha Deo Sharma 
 
 




 Designer, Ikea Age: 28 IKEA opened its first store in Hyderabad in 2018 since then Akasha is the only Indian designer at the Sweedish major. He uses Indian textile history, handicrafts and construction techniques to make minimalistic and playful products. Bhuvan Bam 
 
 




 Youtuber Age: 25 Bhuvan Bam, the famous youtuber in India is just 25, and was recently invited to the World Economic Forum in Davos to rub shoulders with CEO’s. Bam is also the first Indian to hit two million subscribers on Youtube. Gaurav Chaudhary 
 
 




 Youtuber Age: 28 Chaudhary who is popularly known as Technical Guruji on Youtube. In his channel, he breaks down all things tech for common people and explains how tech works. His channel has 15 million subscribers. Varun Khona 
 
 




 Co-Founder and CEO, Handout Age: 29 Varun Khona is the CEO and cofounder of Handout. It is an AI-powered platform to design curated tourist experiences for last-minute travellers, launched globally. Ajai Thandi, Ashwajeet Singh, <keyword id="8722571" type="PERSON" weightage="20" keywordseo="arman-sood">Arman Sood</keyword> 
 
 




 Co-Founder, Sleepy Owl Coffee Ages: 29,28,28 The Sleepy Owl Coffee launched from a two-bedroom apartment in Delhi by the co-founders Thandi, Singh and Sood. Now, the coffee brand is sold across 1,000 retail outlets in New Delhi and Mumbai with 60,000 customers. Akshay Chaturvedi 
 
 




 CEO, Leverage Edu Age: 29 Chaturvedi is the CEO of Leverage Edu, the platform focuses on career counselling and university admission. It caters to about 10,000 students and is on course to clock ₹10 crore in revenue for the current financial year. Sai Pallavi 
 
 




 Actor Age: 27 The girl who did her first film to miss math class in Grade 6 made it to Forbes list, and is the only actor in the list. Today, she is known for remarkable characters in Tamil, Malayalam and Telugu films -is also known for her dancing skills. Palak Shah CEO, Ekaya Age: 28 Shah is the CEO of Ekaya the brand focused on propagating the versatility and global appeal of Indian heritage weaves. The brand supports more than 8,000 weavers in India. Akshat Bansal Founder, Bioni Age: 29 Akshat Bansal brings sustainability and fashion together. In one of the Lakme Fashion Week 2018 collections, he used econyl fabric that was carved out of plastic waste. Ajeesh Achuthan Co-Founder and CTO, Open Age: 27 Ajeesh Achuthan co founded Open Financial Technologies — one of the world’s fastest growing neo-banking platforms. It provides financial services to MSMEs. Nikhil Kumar Co-Founder, Setu Age: 29 Nikhil Kumar led the team that built the BHIM app, that is owned by the government. The app was developed by the government to push India towards a cashless economy. Abhay Rangan CEO, Goodmylk Age: 22 Abhay Rangan, who started out as an active animal rights activist, is the CEO of Goodmylk. The startup provides plant based affordable milk in India. Krishna Gupta Founder, 1441 Pizzeria Age: 27 Krishna Gupta owns 1441 Pizzeria which serves fresh pizza made from woodfire ovens. The company which has five outlets now has ambitions to expand to 100. Priya Prakash Founder And CEO, HealthSetGo Age: 28 Prakash, who is a graduate from Lady Shri Ram College for Women, founded HealthSetGo to encourage healthy food habits amongst people. Gourish Singla Founder, Shivom Age: 26 Gourish Singla manages a blockchain startup named Shivom that provides genetic information to doctors. His startup was named in the top 50 innovative companies around the world at Smart Health Conference in Dubai in 2018. Jubin Varghese, Ameya Gadiwan Co-Founders, Gegadyne Energy Age: 24,25 Jubin Varghese, Ameya Gadiwan founded Gegadyne Energy in 2015 with an aim to provide a better alternative to lithium-ion batteries. It also won an award as the Startup of the year in 2019. Eshan Sadasivan CEO, PROSOC Innovators Age: 29 Eshan is an IIT Kanpur alumni who designed a foldable table that would help students in rural India. It aims to change the infrastructure deficit in India’s rural schools where students squat on the floor. <keyword id="178450" type="PERSON" weightage="20" keywordseo="Abhishek-Gupta">Abhishek Gupta</keyword>, Rishabh Verma CEO And COO, NavGurukul Age: 27, 24 Abhishek Gupta and Rishabh Verma are the CEO and COO of a NavGurukul which facilitates a one year residential programme to teach coding skills to low-income millennials. <keyword id="6287871" type="PERSON" weightage="20" keywordseo="suthirth-vaidya">Suthirth Vaidya</keyword>, Abhijith Chunduru, Adarsh Raj CEO, CTO, Chief Architect And Co-Founders, Predible Health Age: 27, 26, 27 Suthirth Vaidya, Abhijith Chunduru, Adarsh Raj together run Predible Health, a startup that uses AI to help doctors identify diseases. Saurabh Chaudhary Sportsman Age: 17 Chaudhary is the youngest person to feature on the list. The teen shooter who won a gold medal at the Asian games. Deepak Punia Wrestler Age: 21 Punia is an Indian wrestler who won a silver medal at the World Wrestling Championship. He is now looking forward to participating in the upcoming 2020 Summer Olympics. Akhil Aryan Co-Founder, ION Energy Age: 28 Akhil Aryan built Haptik — the world’s largest conversational AI platform. He is the co-founder of ION Energy, a battery management and intelligence platform that provides batteries. Amiya Adwitiya, Sisir Koppaka CEO and CTO, Squadcast Age: 29, 29 Amiya Adwitiya and Sisir Koppaka work with Squadcast as CEO and CTO respectively. Squadcast is a SaaS company that fixes the IT problems of their clients. See also: <a href="https://www.businessinsider.in/india/news/youtuber-bhuvan-bam-of-bb-ki-vines-makes-to-forbes-30-under-30-list/articleshow/73952923.cms">YouTuber Bhuvan Bam of BB Ki Vines makes to Forbes’ 30 under 30 list</a>

Social media influencers, start-up founders and sportsmen dominate Forbes India's 30 under 30 list

<img class="gwt-Image" src="/photo/45754478.cms" />If 2014's efforts were anything to go by, we think we're living in a golden era for advertising. There were plenty of <keyword id="45464" type="ORGANIZATION" weightage="20" keywordseo="ADS">ads</keyword> that got noticed and made agencies beat the trumpet and clients proud. 
 
 We, at Business Insider India, asked four top advertising honchos which were the <keyword id="857703" type="UNKNOWN" weightage="20" keywordseo="best-ads">best ads</keyword> of the year 2014, and this is what they had to share. 
 
Rajiv Rao, National Creative Director, Ogilvy &amp; Mather 
 1. <keyword id="735213" type="ORGANIZATION" weightage="20" keywordseo="Nescafe">Nescafe</keyword>: Stammering Stand-up Comedian 
 
Beautiful idea meets brilliant execution in this ad. The story of a stammering stand-up guy was a very unique and endearing. People immediately warmed up to it and felt the need to go beyond clicking the Like button. It was shared and talked about. In this day and age, amongst a hundred ads that crowd our television and social media pages every day, that’s ‘effective’. 
 
2. Idea: No Ullu Banaoing 
 
A strong proposition that works across not one ad but an entire campaign. It literally shows how today everyone has the power of internet in their hands. Several plots offered relatibility across consumer segments. More importantly “No ullu banoaing” has become a popular catch phrase of sorts. And that’s ‘effective’. 
 
Rohit Ohri, ‎Executive Chairman Dentsu India &amp; CEO Dentsu Asia Pacific (South) 
 
1. Nescafe: It all starts 
Perfect execution of a great life story. Love the honesty and the simplicity. Touches the heart. 
 2. <keyword id="15491" type="COMPANY" weightage="20" keywordseo="Airtel">Airtel</keyword>: Smart Phone Network 
The Smart Phone Network finds a place, effortlessly, in today’s relationships. An ad that generated a lot of talk… perfect for a phone network. 
 
3. DBS: Chili Paneer 
Lovely story… beautifully told. What all advertising should be today. 
 
4. Honda: Corporate Ad 
An inspiring way to build brand familiarity for the Honda Wing Mark. Honda c<img class="gwt-Image" src="/photo/45754488.cms" />onnect with piece of communication with the heart of India. 
 
 
5. Durex: Ranbir Singh 
Do the rex… a great idea born out of a brand name. The creative was very shareworthy. Created buzz 
 
Santosh Paddy, Co-Founder &amp; Chief Creative Officer, Taproot, India 
 
 
<img class="gwt-Image" src="/photo/45754483.cms" /> 
1. The Airtel Boss: It was talked about at Prime Time show by a leading news channel. It was very viral and an effective commercial as per. 
 
2. Center fresh: They took on the category whether it was cameras or toothpaste. I thought that these ads were very wacky. They really managed to do something mind blowing and bizarre. 
 
3. Mumbai Mirror: I think this work by us was a powerful piece as not too many brands take a negative stand. It was very brave and courageous positioning that the client agreed to. Today everybody wants to talk about good things, nobody can even think about taking a negative stand, forget how they will be perceived. At the presentation level only it gets killed or cornered. Abhinay has done a great job at story telling. 
<img class="gwt-Image" src="/photo/45754486.cms" /> 
 4. <keyword id="138037" type="COMPANY" weightage="20" keywordseo="Tanishq">Tanishq</keyword>: There are plenty of ads that are released around Diwali but this is one ad that stands out. I think it is very insightful and very true to a lot ofyouth in India today. They know that they can’t compete with their dads but it is not what you gift or how expensive is your gift but about if you have that emotion to brings gift for you mom or dad. This ad really captures the emotions very well and Tanishq has been doing some great work. 
 
5. The KBC: Again very good positioning. 
 
Swapan Seth, Chairman at Equus Red Cell 
 
1. Nescafe: Stand up comedian. Brilliant insight, fabulous script. Flawless execution 
 
2. Titan Raga: Ditto 
 
Images: Ad grabs from YouTube

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