Latest news with #OgilvyIndia
Time of India
09-08-2025
- Business
- Time of India
Marketing Matters: Amazon India found purpose in 'out-of-the-box' marketing
The Maha Kumbh Mela, the world's largest religious gathering, has long been a playground for brands to connect with consumers on a deeper level. Many activations from the event have become classic marketing case studies. One recent example is the Amazon 'Box to Beds' initiative, conceptualised by Ogilvy India . The e-commerce giant's iconic boxes were upcycled into free, portable beds for attendees. Amazon and Ogilvy collaborated with festival authorities to strategically place the beds in key areas, including the lost and found center, a police station, and a hospital. Following the event, Amazon India donated the usable beds to local NGOs and responsibly disposed of the rest. According to Hirol Gandhi, President and Head of Office, Mumbai and Kolkata at Ogilvy India, this initiative shows how Amazon India found purpose in "out-of-the-box" marketing. Gandhi states, "True brand equity is built not just through visibility but through tangible, purpose-driven action.' He believes the core takeaway from this case study is that 'authentic engagement arises when a brand's initiative is driven by empathy and a sincere desire to address a real problem.' What was the brief given to you? The opportunity was immense, and the brief equally ambitious: to design an impact campaign for Amazon that would resonate at the Kumbh Mela. This was a truly singular moment – the world's largest human gathering, drawing 660 million devotees, and an event that unfolds only once every 144 years. Our primary directive was to go beyond mere visibility and instead, craft an initiative that allowed Amazon to participate in a genuinely meaningful way What is the origin of the idea? What was the inspiration? The Maha Kumbh — a once-in-144-years spectacle and the world's largest human gathering brought 660 million devotees together in an extraordinary act of faith. But as the holy city swelled into a temporary metropolis, a biting cold wave swept through. With shelter scarce, countless pilgrims, many elderly — were left sleeping on the bare, freezing problem inspired us to think of a solution that could truly make a difference. Staying true to its mission of delivering convenience to every pincode in India, Amazon responded with 'Box to Beds' — an initiative that transformed its familiar delivery boxes into comfortable, weather-resistant beds. Deployed free-of-cost across the Kumbh, these makeshift beds brought warmth, comfort, and dignity to thousands in need. Could you share the key strategies and insights that went behind the making of the campaign? The strategic imperative was clear: to provide scalable relief to the vulnerable population at the Kumbh Mela. Our approach involved a critical partnership with the state government to facilitate widespread deployment. At the heart of the strategy was the ingenious repurposing of Amazon's own delivery boxes. We meticulously re-engineered 76,000 sq.m. of these boxes, sanitizing them and designing an interlocking, multi-layered structure to create ergonomic and durable beds. The natural insulating properties of cardboard were a deliberate choice, providing essential warmth and comfort, particularly for the elderly and vulnerable pilgrims. To maximize our reach and ensure maximum impact, these beds were deployed free-of-cost across key zones of the Kumbh. Smart media placements using on-ground inventory like bus backs, auto rickshaw backs, hoardings near railway stations close to the festival grounds, informed the huge influx of pilgrims about these free-to-use beds. A full page newspaper front jacket innovation in the state of UP - the host city, informed the entire state about the initiative What were the KPIs you were tracking to measure the success of this campaign? Could you share some key highlights in terms of results? Our primary KPI for the campaign was to provide tangible rest, relief, and convenience to the devotees of the Maha Kumbh Mela. The most significant measure of our success was the widespread adoption and utilization of the beds by pilgrims seeking respite. The campaign successfully delivered over 864,000 hours of restful sleep to devotees amidst the challenging conditions and immense scale of the Maha Kumbh. This metric directly reflects our objective of offering a crucial haven of comfort and dignity in the midst of the festival's chaos. What can other brands pick up from this piece of work? True brand equity is built not just through visibility but through tangible, purpose-driven action. In today's landscape, consumers increasingly expect brands to demonstrate authentic purpose and contribute meaningfully to society. The core takeaway is that authentic engagement arises when a brand's initiative is driven by empathy and a sincere desire to address a real problem. This approach moves beyond transactional marketing to create a deeper, more meaningful relationship with communities. How did you ensure that the brand's purpose-led messaging didn't just become a box-ticking exercise at Maha Kumbh? We ensured our purpose-led messaging didn't become a box-ticking exercise by rooting the entire initiative in an undeniable human need and delivering tangible, measurable impact. The campaign was an empathetic response to a severe, observed problem at the Maha Kumbh Mela – the critical lack of shelter and warmth during a biting cold wave. The solution itself was deeply integrated with Amazon's core capabilities. We leveraged our ubiquitous delivery boxes and logistical expertise to create a practical, innovative solution. Finally, the impact was undeniable and quantifiable. By providing over 864,000 hours of restful sleep, we delivered real, physical comfort to thousands. In a time when everyone's purpose-driven, how did you make sure yours translated into real impact, not just optics? We ensured our campaign delivered real results and transcended mere optics by making a deliberate strategic choice: to solve a tangible problem with a truly valuable offering, rather than simply seeking visibility. While traditional marketing approaches like setting up stalls or hoardings might have provided brand presence, we recognized the unique opportunity at the Maha Kumbh to deliver something far more impactful and priceless: restful sleep in challenging conditions. Our solution was far from an afterthought. It was a meticulously designed initiative, deeply aligned with our core objective of providing genuine relief. This strategic focus on delivering a concrete, human-centric solution is precisely how we achieved over 864,000 hours of restful sleep for the devotees, proving that our purpose translated directly into measurable impact. Amazon India & Ogilvy Group India won two Golds for the 'Box to Beds' campaign at ET Shark Awards 2025.
Time of India
29-07-2025
- Business
- Time of India
Marketing Matters: The making of Fevicol's TeekaID campaign
The stories of legacy brands are often masterclasses in consistency, creativity, and cultural relevance. Even in a world saturated with marketing noise, some brands manage to cut through with ideas that feel both fresh and familiar. Fevicol, Pidilite 's iconic adhesive brand, known for its witty storytelling about its unbreakable bonds is one such brand. Hirol Gandhi, President and Head of Office, Mumbai and Kolkata, Ogilvy India , tells ET Brand Equity that the brief was simple yet ambitious: keep Fevicol culturally relevant in a low-involvement category, and continue to uphold its promise of Mazboot Jod (strong bonds) with impact and innovation. And in doing so, elevate Fevicol's perception as a smart and innovative brand. The big idea The inspiration for TeekaID stemmed from a deep understanding of Indian culture and a real-world issue, says Gandhi. The brand took the idea to the Maha Kumbh Mela , one of the largest human gatherings in the world. While spiritually significant, the Maha Kumbh Mela also presents a major logistical challenge: the risk of loved ones, particularly children, getting lost in the massive crowds. Fevicol and its creative agency, Ogilvy India, found the idea in a black dot—Kaala Teeka, a traditional symbol believed to ward off the evil eye. Representing protection and care, this age-old practice became the creative muse. The question was: what if this cultural symbol could be fused with modern technology? That thinking sparked the idea of TeekaID, a skin-friendly adhesive sticker resembling a Kaala Teeka, embedded with a QR code. This simple yet ingenious solution allowed parents to store essential contact information, transforming a potentially terrifying situation into a happy reunion with a quick scan. It was a powerful alignment of tradition and innovation, perfectly echoing Fevicol's ethos of enduring bonds. The strategies that stuck Ogilvy India focused on creating cultural resonance with a modern twist. 'The campaign wasn't about overt commercialism; it was about authentic participation in a cultural moment,' Gandhi explains. 'By integrating the Kaala Teeka with a QR code, Fevicol positioned itself as a brand that understands and innovates within cultural contexts, not just alongside them.' The campaign addressed a genuine pain point at large gatherings: the fear of losing a child. The TeekaID was designed to be language and literacy-independent. Anyone with a smartphone could use it. This simplicity ensured widespread adoption and made the solution highly effective, even amidst the chaos of the Mela, demonstrating how technology can serve humanity in the most accessible way. The impact The brand and the agency tracked several key performance indicators (KPIs) to gauge the campaign's success: Target: 2,000 children registered Achieved: 4,640 children registered But the most meaningful outcome came when the TeekaID helped reunite a lost child with his family in less than 30 minutes, Gandhi shares. Notes for other brands According to Gandhi, the biggest takeaway is the importance of embracing cultural nuance. 'Don't just advertise during festivals; integrate your brand meaningfully into the cultural fabric by understanding the values and traditions behind those moments.' He also highlights the importance of solving real problems. 'Offer solutions that go beyond product features. That's how you build trust and loyalty.' Technology, he says, doesn't have to be flashy. 'Use it to simplify, connect, and serve. Often, the most impactful innovations are the simplest.' For Gandhi, authenticity always trumps commercialism. 'In deeply spiritual or cultural contexts, a subtle, service-oriented approach resonates far more than overt sales pitches,' he says. He concludes: 'Ultimately, marketing is about connecting with people. When you genuinely help, you don't just gain customers; you earn hearts.' Fevicol and Ogilvy India picked up a Gold in the Festival Marketing category at the ET Shark Awards 2025.
Time of India
08-07-2025
- Business
- Time of India
Adani Group's new ad fosters an inclusive future
The Adani Group , India's integrated infrastructure conglomerate, continues to illuminate lives across the country—bringing solar energy to every corner of India. Reinforcing its commitment to sustainable infrastructure , the Adani Group has launched Story of Suraj , the third film in its #HumKarkeDikhateHain series. With a presence across energy, logistics, transport and community development , the Adani Group continues to forge new pathways by investing in clean energy and fostering a more resilient and inclusive future . Its initiatives are not just about scale—they are about impact, touching lives and uplifting communities. Set in a town now aglow with uninterrupted solar power, Story of Suraj brings to life how Adani's clean energy solutions are fueling dreams and transforming lives. The film follows Rakesh, who returns to his hometown after years and witnesses the profound changes solar energy has enabled—from thriving crops and connected classrooms to empowered hospitals and revitalized livelihoods. Amit Sharma, the film director from Chrome Pictures, brings this story to life with remarkable finesse. Conceptualised by Ogilvy India , the film captures the human dimension of Adani's clean energy mission. It illustrates how solar power, delivered by Adani Group, becomes a catalyst for opportunity, resilience and progress. Ajay Kakar, head – corporate branding, Adani Group, said "This film reflects the real impact of solar energy on everyday life. The transformation of one town is emblematic of the change we're enabling across India.' Piyush Pandey, chief advisor for Ogilvy India, commented, "Adani adds one more human touch to technology with its new Solar energy film. The story of Suraj shines by showing how solar energy brings life-changing opportunities to communities, helping them build a brighter future." The film is the latest chapter in the #AdaniHKKDH series, shining a light on how Adani Group is touching lives, uplifting communities and creating lasting change across India. The film will be shared and amplified across multiple platforms, including broadcast and digital media and radio activations, to reach a broader audience. Watch the video here:
Hans India
08-07-2025
- Business
- Hans India
Adani Group Unveils the Third Film in the Hum Karke Dikhate Hain Series: "Story of Suraj"
Ahmedabad: The Adani Group, India's largest and fastest-growing integrated infrastructure conglomerate, continues to illuminate lives across the country—bringing solar energy to every corner of India. Reinforcing its commitment to sustainable infrastructure, the Group proudly launches Story of Suraj, the third film in its acclaimed #HumKarkeDikhateHain series. With a presence across energy, logistics, transport, and community development, the Adani Group continues to forge new pathways by investing in clean energy and fostering a more resilient and inclusive future. Its initiatives are not just about scale—they are about impact, touching lives and uplifting communities. Set in a town now aglow with uninterrupted solar power, Story of Suraj brings to life how Adani's clean energy solutions are fueling dreams and transforming lives. The film follows Rakesh, who returns to his hometown after years and witnesses the profound changes solar energy has enabled—from thriving crops and connected classrooms to empowered hospitals and revitalized livelihoods. Amit Sharma, the acclaimed film director of the superhit movie 'Badhaai Ho', from Chrome Pictures, brings this story to life with remarkable finesse. Conceptualised by Ogilvy India, the film captures the human dimension of Adani's clean energy mission. It illustrates how solar power, delivered by Adani Group, becomes a catalyst for opportunity, resilience, and progress. Adani Green Energy Limited (AGEL), one of the world's largest renewable energy companies, is at the forefront of India's clean energy transition. With a vast portfolio of solar cand wind projects, AGEL is helping India move toward a greener, more sustainable future—developing and operating utility-scale, grid-connected renewable energy farms across the country. Mr Ajay Kakar, Head – Corporate Branding, Adani Group, said "At Adani, we are not just generating electricity—we are creating pathways for progress. This film reflects the real impact of solar energy on everyday life. The transformation of one town is emblematic of the change we're enabling across India.' Mr Piyush Pandey, Chief Advisor for Ogilvy India, commented, "Adani adds one more human touch to technology with its new Solar energy film. Story of Suraj shines by showing how solar energy brings life-changing opportunities to communities, helping them build a brighter future." The film is the latest chapter in the #AdaniHKKDH series, shining a light on how Adani Group is touching lives, uplifting communities, and creating lasting change across India. The film will be shared and amplified across multiple platforms, including broadcast and digital media and radio activations, to reach a broader audience View the film "Story of Suraj': Agency: Ogilvy, India Chief Advisor Ogilvy India: Piyush Pandey Agency Credits: Team Ogilvy About The Adani Group Headquartered in Ahmedabad, the Adani Group is India's largest and fastest-growing portfolio of diversified businesses. With interests across energy and utilities, transport and logistics (including seaports, airports, shipping, and rail), metals and materials, and consumer sectors, the Adani Group has established a leadership position in the market. The Group's success is driven by its core philosophy of 'Nation Building' and 'Growth with Goodness,' focusing on sustainable development. Adani Group is committed to environmental stewardship and community improvement through its CSR programs, which are grounded in the principles of sustainability, diversity, and shared values. Further information at For media inquiries and more details, please contact: Roy Paul, [email protected] In our actions sit the promises we make. Promises to light up lives, to power dreams where darkness once lived, and to bring the sun home to every village. The rays of change are here. Hum Karke Dikhate Hain!#AdaniHKKDH #SurajSeRoshanBharat — Gautam Adani (@gautam_adani) July 8, 2025
Time of India
02-07-2025
- Entertainment
- Time of India
Genelia and Riteish Deshmukh joins ‘meri chhoti waali jeet' celebration with Maaza
HighlightsCoca-Cola India's Maaza has launched 'Meri Chhoti Waali Jeet,' an AI-powered platform that allows users to share and celebrate their everyday wins through personalized animated videos. The campaign features well-known actors Genelia Deshmukh and Riteish Deshmukh, who emphasize the importance of recognizing small achievements in daily life. Ogilvy India developed the platform as part of the OpenX initiative from WPP, highlighting Maaza's commitment to enriching consumer lives by celebrating simple joys and everyday victories. Maaza, Coca-Cola India 's homegrown mango drink, has launched ' Meri Chhoti Waali Jeet ,' an AI-powered platform that brings everyday wins to life that often go unnoticed. Developed by Ogilvy India , the platform invites users to upload a photo and share a short narration of their 'chhoti waali jeet.' In return, the platform generates a tailor-made animated video in Maaza-style, turning everyday moments into memorable stories. In a world often focused on grand achievements, Maaza is taking a different route. Whether it's finally ticking off a long-pending task, learning a new song on guitar or delivering a good presentation in office, Maaza believes every small win deserves its moment. And when that moment comes, well, Maaza Ho Jaaye. Ajay Konale, director - marketing, nutrition category, Coca-Cola India and Southwest Asia said, 'With the launch of the 'Meri Chhoti Waali Jeet' platform, we're taking that forward by deepening consumer engagement in a new-age format that's intuitive, joyful, and socially shareable. As the digital lives of our consumers evolve, Maaza evolves alongside — staying true to its roots of delivering pure happiness while honoring their small but significant moments.' Rooted in moments that are personal and close to home, Maaza has brought on board actor couple Genelia and Riteish Deshmukh to lead the campaign. Whether it's cheering each other on or just being present for the little things, they bring the same unspoken understanding that Maaza shares with its audience. Genelia Deshmukh said, 'Some of the most beautiful moments in life aren't about the big milestones, but the small, unexpected wins like teaching my kids a new dance step or finally finishing a painting. That's what 'Meri Chhoti Waali Jeet' is all about. As a mom, and working woman.' Riteish Deshmukh said, 'For me, sharing these everyday triumphs makes life more real, more connected. I love that Maaza is encouraging everyone to celebrate themselves, no matter how small the win might seem.' This campaign has been conceptualized by Ogilvy India as a part of OpenX from WPP. Sukesh Nayak, chief creative officer, Ogilvy India said, 'Maaza's association with the celebrations of small wins comes from the simple thought that in an increasingly complex world, Maaza believes in the power of simple joys to enrich our lives. This platform is a digital ode to the beauty of the ordinary, inviting everyone to recognise, appreciate, and share the moments that truly make them smile. It's about recognising every small victory that contributes to a larger sense of well-being and happiness. With this new digital experience, the brand deepens its connection with consumers by giving them a new way to see themselves and their everyday wins in the spotlight. Watch the videos here:
