Week at a glance: Piyush Pandey @Cannes; Disrupter Langoor; Talk show genre
India had the biggest reason to cheer at the Cannes Lions International Festival of Creativity this year with brothers Piyush and Prasoon Pandey being honoured with the Lion of St. Mark award. Just back from his Cannes trip, Adgully caught up with Piyush Pandey to share his joy on being honoured with the Lion of St. Mark award, his experience at Cannes Lions this year, evolution of the Indian advertising industry, the state of Indian creativity today and why he refuses to be bitten by the entrepreneurial bug.
In the West, talk shows have evolved into platforms for discussing issue-based topics or revealing unknown aspects of well-known celebrities or even stand-up comedy performances. However, unlike in the West, talk shows on Indian television have not been a regular feature. Their sporadic presence on the small screen has not been able to create a deeper pull with the audience. Of course, the viewers’ expectations from talk shows in India are different from the Western audience. Here people expect the whole works.
Adgully’s latest feature offering – The Disrupters – puts the spotlight on independent agencies that have been setting a blazing trail in the advertising industry with their work, their new way of operating and ideation, which have been creating disruption in the way the advertising business is done in India.
In the first feature report as part of The Disrupters, we present Langoor – a full service digital-first agency made of creative technologists and founded by Ruchir Punjabi in the year 2009. By focusing on a balance of the customer experience and an organisation’s business objectives, Langoor has carved out a place for itself as an agency that made heads turn.
News18 Network is out to assert its leadership in the large, growing and highly competitive segment of television news with a mega-campaign, ‘18=1’, conceptualised by Lowe Lintas. In conversation with Adgully, Rahul Kansal, Group Brand Advisor, Network18 Group, sheds more light on the 18=1 campaign, further growth plans for News18 Network, the news genre in India and more.
The Indian jewellery market has responded well to Mia from Tanishq since its inception. The brand created a niche for itself at launch, targeting working women. Today, Mia targets the young discerning Indian woman who expects a seamless shopping experience both online and offline. Bhavishya Kelappan, Business Head, Mia by Tanishq, speaks at length about the factors driving Brand Mia’s growth, the branded jewellery market in India, the forthcoming repositioning of Mia, increasing focus on digital and much more.
AdGully’s ‘The W-Suite’ series features interactions with influential women leaders in India. Shivani Gupta, News Editor and Anchor with Republic TV, has been in the TV news space for over a decade after a successful stint in print journalism. She has been with Republic TV since the launch of the channel in May 2017. Gupta takes on the biggest issues of the day in the 8 pm show, ‘Burning Question’, on the channel.
Adgully’s special feature section – ‘Offbeat’ – seeks to give a peek into the lesser known facets of our very well-known industry leaders. Hemant Bhandari, Co-founder & AD Director, Chrome Pictures, is a well-known ad filmmaker who has worked on campaigns for brands like Coca-Cola, Amazon, Expedia, Honda, Samsung, Dell, Philips, Nestle, Nivea, Surf, McDonalds, Pizza Hut, Whirlpool, Hitachi, Tide, HDFC, and Bru, to name a few.
Continuing with an insight-driven approach for its marketing campaigns, HDFC Standard Life Insurance Company’s latest campaign, conceptualised by Leo Burnett, stresses on the need to go for regular health check-ups and prepare financially to face any adversities. In conversation with Adgully, Pankaj Gupta, Chief Marketing Officer & Executive Vice President, Strategic Alliances, Bancassurance & Specialty Sales, HDFC Life, speaks at length about the strategy behind the campaign, the issues face by the health insurance companies in India, building trust and connect amongst consumers and more.
NestAway, a leading online home rental company, is engaged in resolving various issues faced by people while renting homes, especially in the metros. In order to reach out to their existing and new customers, NestAway has launched an innovative series of TVCs, conceptualised by JWT India, based on the theme, ‘The new way to rent’.
BARC ratings for Week 26 (June 23-29) [HSM (U+R): NCCS All : 2+ Individuals] saw quite a few movement amongst the top 10 Hindi GECs. Zee TV and Colors have been gradually gaining ground in the last few weeks. Zee TV reached the second spot this week, while Colors was placed in the fourth spot. Despite registering a dip in its gross viewership, Star Bharat saw gains and climbed up to No. 3 this week.
WeWork has been reimagining and reshaping collaborative spaces that are moving in motion to fostering the workforce of today and the future beyond the conventional cubicle. In conversation with Adgully, Karan Virwani, General Manager, WeWork India, elaborates on the whole idea behind launching WeWork in India, expansion plans, campaign strategy and more.