MediAvataar's News Desk
Mullen Lowe Lintas Group’s former CEO launches new ad agency
Advertising veteran and former group chairman and chief executive of Mullen Lowe Lintas Group Joseph George announced the launch of his independent advertising agency Tilt Brand Solutions.
A 150-year experienced team from across Advertising, Marketing, Content, Consumer Advocacy, Data Analytics, Storytelling, Studio Production, Digital, Media, Qualitative Research, Behavioral Science and Video Analytics have come together to offer Consulting, Communication, Content and Video Production services for Brands and Businesses under the name Tilt Brand Solutions.
Says its founder, Chairman & MD, Joseph (Joe) George, “The context in which brands operate is everything. When that changes, everything about the brand outreach needs to change. What, where and how consumers buy, and What, where and how they consume content, have all changed. These changes cannot be responded to, by shoe-horning existing models into new structures. They need to be addressed by structuring a new; not re-structuring an old. Ergo Tilt.”
Tilt believes that brand and communication planning today is mostly “right brained”, predicated primarily on culture, attitudes and beliefs. And while these will continue to remain critical, the plethora of actual behavioral and consumption data available today cannot be ignored.
Joe opines, “We believe, that the adjacency of “Belief” insights and “Behavior” data is critical in formulating brand strategy and brand storytelling today. Inexplicably, data analytics today sits only in digital, media or analytics agencies. At Tilt though, composite teams of left and right-brained strategists evaluate brand and behavioral data in human and cultural contexts and vice versa. Specialists in brand management, consumer behavior, digital & media, data analytics, video analytics and communication planning work together to provide what we at Tilt call, “Full Brained Thinking.”
Democratization of data and proliferation of screens of all sizes, have resulted in Indians consuming more videos than ever before; contributing so, to 70% of all IP traffic and 75% of advertising spends. Tilt believes thus, that getting right the conceptualization and production of advertising and content in the video format, has become critical.
Explains Joe, “Tilt’s creative philosophy of “One Brand, Many Stories” is built on the belief, that brands have, and need to tell many stories. More the stories, the more the brand begins to breathe and belong in people’s consciousness. The assumption that one video asset will work across audiences, objectives and platforms is flawed. Content creation and production needs to be tailored to each platform and experience across all forms of video-based advertising and content – from commercials to long, short and very short format video content.”
The Leadership team, Shriram Iyer (Chief Creative & Content Officer), Srikanth Sarathy (Chief Operating Officer), Rajiv Chatterjee (Chief Business Officer) and soon to join Kedar Teny (Chief Strategy Officer) is confident that Tilt’s “Strategy-Story-Studio” offering, driven by its twin philosophies of “Full-Brained Thinking” and “One Brand, Many Stories” could well serve as Proof Of Concept for brand owners and creative enterprises who are seeking to Influence, Engage and Entertain consumers of today.
Concludes Joe, “Our output sits in the union set of Consulting, Communication, Content and Video Production; drawing inputs however, from the intersection set of Brand building, Communication Planning, Storytelling, Analytics, Media & Digital strategy, Behavioral Science and Production Management. This meant that we had to look at talent with specific experience and skills; and so, our starting team couldn’t be more diverse from each other, and different from norm in terms of careers and academics - Airtel, Culture Machine, Disney, Franklin Templeton, Hindustan Unilever Ltd, IIT, Infosys, ISRO, Leo Burnett, Lintas, London School of Economics, McDonald’s, Mediacom, NID, Omnicom Media, PWC, Sony Sports, Star TV and The Viral Fever”
Ashish Bhasin and Pratap Pawar re-elected as Chairman and Vice Chairman of MRUC respectively
The Media Research Users Council (MRUC) held its 24th Annual General Meeting in Mumbai on Friday, September 14, 2018.
Ashish Bhasin, Chairman and CEO - South Asia, Dentsu Aegis Network and Pratap Pawar, Chairman, Sakal Media Group, will continue in their respective roles as Chairman and Vice Chairman of MRUC, until the next AGM. The leadership duo who were unanimously elected by the Board immediately after the 23rd AGM held in September 2017, had their continuation endorsed by the current Board at the meeting held immediately post the 24th AGM.
Mr Bhasin said, “After the successful launch of IRS 2017, our aim is to release the IRS more frequently and strengthen the focus on MRUC's core objective of offering Media Research that goes beyond the flagship study IRS.
Mr Pawar stated, “We thank all our members for their continuous support to the MRUC in ensuring the success of IRS 2017. We will carry the momentum forward and ensure the users of IRS do not have to wait long for the next launch of IRS.”
Varun Dhawan and Anushka Sharma, through their much awaited film ‘Sui Dhaaga - Made in India’ are saluting India’s entrepreneurs and skilled workforce, especially homegrown artisans, craftspeople and weavers who are making the country proud the world over. Dhawan plays a tailor named Mauji and Anushka plays his wife and embroiderer Mamta. Innocent yet ambitious, they dream big of making a name for themselves.
The Sui Dhaaga stars have been signed on to promote and endorse the Skill India Mission, chaired by the Hon’ble Prime Minister Shri Narendra Modi. The film highlights the untapped potential of India’s talented craftsmen and skilled workers at the grassroot level and the challenges and issues faced by them. Varun and Anushka, the star cast of the film, have partnered Skill India and will dedicate time to promote India’s skilled talent and their fine work by engaging with them across different parts of the country.
Speaking about this association, Shri Dharmendra Pradhan, Minister of Petroleum and Natural Gas and Minister of Skill Development and Entrepreneurship, said, “Varun Dhawan and Anushka Sharma, through this unique film Sui Dhaaga - Made in India, are bringing to focus the incredible skills and talent of our homegrown artisan and craftsmen community. It is really heartening to see actors like them doing a film that has such a significant social message. India is one of the youngest countries in the world; and it is a matter of great pride for us to see such dedicated and passionate skilled youth with entrepreneurial skills in our country who are bringing name and fame to the nation with their work.”
“I wish this endorsement by both actors encourages and influences the youth to take up skill training and earn a better livelihood for themselves and help us in creating the New India envisioned by Honorable Prime Minister Shri Narendra Modi,” he further added.
Led by the Ministry of Skill Development and Entrepreneurship (MSDE), Skill India aims to standardize vocational training — both new-age and traditional skills —, helps in creation of latest infrastructure, ensures industry partnerships to extend technology support to make the youth more employable and assists in creating opportunities of employment for the youth of our country. This has led to more than 1 crore youth joining the Skill India Mission every year and transforming their lives through better livelihood.
Varun Dhawan said, “Prime Minister Modi has displayed incredible vision and genuine foresight in aiming to organise, skill, train and give financial support and backing to our craftsmen, artisans and similar workmen. We are proud to be promoting this campaign that we feel extremely close to like our movie Sui Dhaaga that celebrates self-reliance and entrepreneurship’’
Anushka Sharma added, “Skill India Campaign reflects the government’s determination to include and support the talented skilled force of the country. While making Sui Dhaaga, we came across so many stories of talented, skilled crafts people and artisans who don’t get a fair chance to showcase their talents.”
adidas and Hima will work together to inspire young athletes
To create positive change through the power of sport
18 year old Hima is the first Indian woman athlete to win a gold at a global track event
adidas today welcomed young athletics sensation Hima Das into the adidas family.Hima, already a big fan of adidas (she wore adidas sprint spikes in her historic run at the Youth Championships and at the Asian Games) will now be equipped with the very best offerings from adidas for her racing and training needs, as she continues her journey to becoming the best sprinter in the world.
At only 18, the Indian sprinter who is now popularly being referred to as “Golden Girl” and“Dhing Express” has made history by becoming the first Indian athlete to win a gold medal at the world level. Hima, a tenaciousand perseverant teenager, became the first ever Indian athlete to win a gold medal at a global track event when she won the women’s 400m at the IAAF World Under-20 Championships in Finland, followed by three podiums at the recently concluded Asian Games in Indonesia.
At the announcement of the association, adidas India Managing Director, Mr. Dave Thomas, presented Himawith an Adizero Prime SP, one of adidas’ most premium and technical sprinting shoes. The personalised shoe featuresthe sprinter’s name “HIMA DAS” on the right shoe and “CREATE HISTORY” on the left shoe.
“At adidas we believe that ‘through sport, we have the power to change lives’ and Hima is a great example of this. Many of our associations and partnerships are focused on empowering youth in India and making a positive change. We at adidas also believe that as the leading sports brand in India it is important to encourage girls to take up sport and keep playing sport as they get older. Over the last couple of years, Hima and many other Indian women have emerged as torchbearers with their outstanding performances. adidas is very keen to support India’s youth and to build a stronger sporting spirit and ambition in them”, said Mr. Dave Thomas, MD, adidas India
Also present at the announcement was Mr. Sean Van Wyk, Senior Marketing Director, adidas Indiawhosaid, “Hima is an inspiration not just for women and girls, but for the entire country and we take pride in having her join team adidas. She has created history and we shall help her in her journey to maximize her potential and become the best in the world. On this journey with her, we shall, together, inspire today’s youth to take to sports and create a positive change in and around their lives.”
Delighted about her relationship with adidas, Hima Das said: “I have always aspired to wear adidas shoes. In fact, I have been wearing them for the last few years and was wearingthem during the Youth Championships and the Asian Games. I feel extremely proud to join the adidas family and be a part of a great group of global athletes. adidas has an incredible track record for helping athletes across sports and enabling them to reach the peak of their sport. With them,I hope to take my performances to the next level on the field, and also help create change off it.Our aim together is to improve participation of Indian youth in sports and women empowerment and I am confident of creating the change with adidas.”
In the last decade, adidas has been working with many young athletes and investing in grassroot initiatives to empower young athletes to take to sports. Some of the grassroot investments include the adidas Runners community, the Tango league and adidas Base for football, and adidas Junior Open in tennis.
Indian athletes such as Rohit Sharma, Kuldeep Yadav, Rishabh Pant, DipikaPallikal, Zeel Desai, NikhatZareen, Siddhanth Banthia, ManjotKalra, along with international athletes like Lionel Messi, Paul Pogba, Naomi Osaka, Caroline Wozniacki, Wayde van Niekerkand Gladys Cheronoamong others wear the 3-Stripes with pride.
‘Perfect ka pressure hatao, Idea 4G ke saath apni real life dikhao’
Addressing the growing phenomenon of the need for validation on social media, Brand Idea has launched a campaign titled #MeriRealLife, encouraging people to drop the pressure of chasing and sharing perfection on social media, and instead, share real, unfiltered stories using Idea 4G.
The campaign has gone live today with the first two TVCs breaking on the live matches of Asia Cup Cricket Tournament.
There are over 400 million internet users in India and over 50% are active social media users. Rapid proliferation of 4G has enabled better internet speeds, resulting into Indians now spending almost 28 hours a week on mobile phones. This mammoth increase in consumption of 4G data has been fuelled largely by people sharing and consuming videos and photos on social media.
On an average, people spend anywhere between 2-4 hours/day on social media platforms. With such high engagement, social media is bound to have a huge impact on the lives of people. The new Brand Idea campaign is designed to propagate ‘Responsible Use of Social Media’ with the tagline ‘Perfect ka pressure hatao, Idea 4G ke saath apni real life dikhao’.
Elaborating on the campaign thought, Mr. Sashi Shankar, Chief Marketing Officer, Vodafone Idea Limited said, “People are constantly, looking for validation on social media for their behaviour - be it what they are eating or wearing or places they are visiting. The growing phenomenon of ‘living to share on social media’, and not the other way around, is driving people towards a dual life –a ‘social life’ and their ‘real life’.
“Through #MeriRealLife, Idea wants to power an alternate wave of thinking that encourages people to share real, unfiltered stories and drop the pressure of chasing and sharing perfection on social media. ‘MeriReallife’ is more than just a campaign; it is an idea, a contrarian way of thinking that India needs for positive social transformation”, added Sashi Shankar.
Josy Paul, Chief Creative Officer & Chairman, BBDO India said, “The Idea brand is about transformation – ‘An Idea can change your life’. In today’s world, content is nothing without context. Our idea is founded on a new-world conflict that needed urgent attention. It’s the pressure that social media and the constant need for external validation is putting on people. It’s the elephant in the room, the hidden truth. All we did was create a platform to counter this growing pressure. To create a world that’s more real. #MeriRealLife. It’s simple, empowering and transformative. It’s something that is aligned to Brand Idea’s way of looking at the world.”
#MeriRealLife campaign is developed basis research inputs from mental health professionals from MPOWER, an organization that aims to end stigma and encourage dialogue around mental health. Insights from research by MPOWER suggest that the constant need for validation leads to a loss of self-worth, a feeling of being ‘not good enough’ resulting in anxiety and related issues, especially amongst the youth actively engaged on social media.
Staying with Brand Idea’s belief in purpose led advertising, this campaign elevates the role of Idea 4G beyond the category conversation to something that reflects its transformative role in people’s lives and society.
The high decibel campaign will lead with a series of three TVCs of 40 and 35 secs duration, capturing the concept through the lens of three people from different walks of life, sharing how their social media lives are different from their real lives. The Idea ads show people talking about a fancy new car, the perfect look and relationship goals on their social media, while in their real lives they are questioning their own shallow behaviour. The videos end with the characters having their moment of reckoning, where they encourage the world to share their real photos and videos with #MeriRealLife.
The TVCs have been directed by Shimit Amin, the director of critically acclaimed blockbusters such as Chak De, Rocket Singh – Salesman of the year, Ab Tak Chappan. The new Idea campaign has been developed by BBDO India.
The campaign will be promoted on TV, Radio and Digital through high decibel visibility across 100+ TV Channels and strategic integrations in shows/programs such as Film Companion by Anupama Chopra on Digital, and popular radio shows ‘Heart to Heart with Meera’ and ‘Calling Karan’ on Ishq/Love 104.8 etc.
Creative agency: BBDO India
Creative Head: Josy Paul, Chief Creative Officer & Chairman
Hemant Shringy, Executive Creative Director
Production House: Red Ice Productions
Duration: 3 TVCs of 40 & 35 secs
Director of the film: Shimit Amin