TBWA India has partnered with Ignitee Digital Solutions to offer digital marketing solutions to its clientele. According to the deal, both agencies will be working together and TBWA India will utilize the digital marketing resources of Ignitee Digital.

TBWA\India Group CEO Shiv Sethuraman said, “Unlike other companies that bolt on a ‘digital specialist’, we are using the partnership to create digital capabilities at the core of TBWA\India and Tequila\India. We see this partnership as the means to create a digitally fluent communication group. We have already started working alongside Ignitee on some of our clients and look forward to a long and successful partnership.”

Keith Smith, President, TBWA\International also added, “Digital is at the heart of everything that we do, be it advertising, events or retail activation. As such, it is essential that we have the strongest possible digital operation available in the market. This partnership should enable us to do that throughout our India group.”

A team will be formed at TBWA India, to look after client servicing as well as coordinate with the team at Ignitee Digital.

Lowe Lintas has bagged the creative rights for Mayden Pharma India. It is a Cochin-based company which deals with herbal medicines. Lowe will take care of strategic planning and brand launches related to the brand’s communication.

Tarun Chauhan, senior vice-president, Lowe Lintas said, “It was more of strategy-based pitch, rather than creative. Lowe’s ability to think out of the box helped us win the business.”

Sujit Nair of Lowe Lintas spoke more about the account, “The category is exciting and Mayden Pharma’s plans are ambitious. It’s a massive opportunity for the brand. We are all charged up to make the most of it.”

The account was won after a multi-agency pitch. The team handling the account will be headed by Sujit Nair along with Arun Raman (the strategic planner. Subramani Ramachandran and Rajeev Hajare will head the creatives and client servicing.

Navin Nair, executive director, Mayden Pharma, also added, “Lowe’s strategic approach towards the brief, creative solutions to building the brand and 360- degree capabilities helped to swing the decision in their favour. With the brand insights from Lowe Lintas, we also intend to introduce a number of significant innovations in our ayurvedic range of products.”

TBWA India has appointed Anand Narayan as VP, Account Management for its Mumbai operations. Prior to this, Narayan was working with JWT, Bengaluru. Narayan’s immediate concern would be to lead a strong pool of brand management talent in Mumbai and to ensure that clients benefit from the philosophy of Disruption.

Confirming his appointment, Anand says, “It’s a homecoming of sorts. I truly believe Disruption is the most powerful tool an agency can bring to the table and I look forward to living it again. These are interesting times for TBWA India, and I really feel I am in the right place at the right time.”

Nirmalya Sen, managing director, TBWA India said, “On the back of some significant new business wins, we are in the process of reinforcing the account management team. Anand is our most significant hire in this process. He is a passionate believer in the power of advertising and the impact it can have in shaping the fortune of brands.”

Incidentally, Narayan had started his career with TBWA as well. In his 12 years of career, he has worked with agencies like Lowe Lintas (Chennai and Bengaluru) and Mudra (Bengaluru).Britannia, Levi’s, Nike, Henkel, ING Bank and the UB Group are the some of the brands he has worked with.

Mediaedge:cia, the first global communications planning and implementation agency in India has won the Mercedes-Benz India business. Earlier this year, the agency had bagged accounts like Zee Entertainment and Colgate Palmolive.

Prior, to this the account was handled by Media Direction (the media services arm of RK Swamy BBDO).

Mercedes-Benz has been associated with India for more than 50 years. Currently, its activities range from local production of Mercedes-Benz cars to making available imported Mercedes-Benz cars. It also provides commercial vehicle operations, sources global auto components and offers captive automotive technology research and development.

Gaurav Gandhi, EVP – business operations and content sales of NDTV Imagine has decided to move on. Gandhi will be joining Viacom18 from March 8, 2010.
Gandhi will be joining as chief commercial officer and head – international business at Viacom18. He will report to Rajesh Kamat, COO.

Confirming the news, Rajesh Kamat said, “Given our exponential growth as a group in the last 18 months and our future growth plans, it is now critical that we centralize our cost and commercial functions, thus ensuring synergies between various group businesses. Given Gandhi’s relevant experience and proven track record, I am confident in his ability to add value across the group.”

Before working at NDTV Imagine, Gandhi has also worked with Star India taking care of content acquisition, business planning and syndication.

FIRST APPEARANCE

My Name is Umma Saini

Age: 24
(Exact for men and approx for women 🙂 )

Educational Qualifications (Please abide by facts…no one cares about it anyway)
BMM Grad.

CAREER GRAPH

Professional Experience: 3 Years

Companies / Agencies you have worked for:

1. Fairdeal Entertainment
2. Saints and Warriors Communications Pvt. Ltd.

Projects you have been part of:

Amul Innerwear (Amul Macho, Amul Body warmer)
Frankfinn Institute of Air Hostess Training
Ring Guard
Elf Lubricants
Lokmat
Navneet
Pantaloons
Staples
Ticketvala.com
WWIL
Siti Broadband
Faber
Apna Loan
Cremica Biscuits and
Red Chief shoes.

Current Company / Designation: Copywriter, Saints and Warriors.

Most challenging project you have been part of, why?

Working on Amul as the standards are set so high after the first (controversial) Macho film.

How did you start your career? What was your first step after completing BMM?

Immediately after BMM I started working with Fairdeal Entertainment – A production house dealing with in-flight entertainment and film distribution. But that was for a start. I wanted to explore till I find what I want to do.

Were you clear about which field you wanted to get into right from the beginning? What helped you take your leaps?

I knew I wanted to try advertising. In that, I wasn’t sure whether to go for the business or creative side as I felt I had some skills for both. So I started with servicing and used it as a focal point to observe both sides of the advertising world. That’s when I realized its copywriting for me.

Any particular incident that helped you discover your career option?

Not any particular incident. Just a realization that this is something I want to do.

BACK TO COLLEGE

Does being a BMMite give you an edge over others?

The edge you get is you are not alien to advertising. Marketing terms don’t bounce off your head. It is a good warm up.

Do the subjects in BMM; help you know the reality of the job? Is there any place for theory in the creative world?

The less theory and rules you apply, the better. Besides, BMM subjects cover all aspects of the media. Copywriting is just one odd subject in some year. That too is majorly theory. Read it and pass your exams. You are never going to use that AIDA shit in reality.

BMM or BMM from a particular college? Does it make a difference?

The college does make a difference. Teachers, exposure, activities etc. do count in the learning. I wouldn’t say only SIES as there other good colleges as well. But get into a good one and not some unheard of college or something.

Internships during colleges- are they relevant in the long run?

I never did any internship during college. It was a conscious decision as I dint want to do any sort of work as long as I’m in college. You have to work your whole life man. Spare these three years of bliss for yourself – You won’t regret it. I thoroughly enjoyed college life and then joined work the day after i wrote the last exam paper. So that answers your question.

Would like to make any kind of change in the current BMM syllabus?

What I like about the BMM syllabus is that it covers various options for those interested in a profession in the media. So you can find out what subject interests you the most – photography, cinema, media planning, etc. and then pursue it. Faculty should arrange more guest lectures of people from the field to get a reality check. The syllabus must contain practical executions of the theories.

BMMBOXER’S TAKE

What are the different aspects of copy writing you explored while working?

There aren’t any aspects as such. It’s more of an acquired craft. There is ideation. There’s a lot of what you pick from life, observation and a feel for things around you.

‘Copywriting is underrated’ – Comment

Myth. Once you are in the real world, you will see how copywriters are kept on a pedestal. It is their thinking that drives crores of the clients money, gives them an image etc. The pedestal bit is quite illusionary though. It’s best to stay grounded.

According to you, what are the various higher study options, a copywriter can explore?

I was looking for it myself but sadly there’s no further study that can make you a better copywriter. No one can teach you to be creative. But you must have a sound grip on written and spoken English. That’s very important.

Five Essentials for a copywriter? (Could be books, keeping track of current trends, knowing the basics, etc…)

Being in touch with street reality (Your ads are not meant for your cousin in America but Ramnaresh from Vasai)
Patience (you start with peanut salaries and it takes some time to learn the craft)
A feel for things (the best writing comes from the heart)
An open mind
Reading and Travelling.

Any interesting incident about a client/project that you would want to share with us?

In the Amul Macho success party, it was funny to see all the guys secretly keeping score on who gets to dance the most with the model.

Apart from your own work, whose work do you look upon in the industry? (Could be agencies or particular projects)

Ogilvy maintains a good standard of creative.

From a copy writer to a Senior Copywriter at Saints and Warriors? How has the journey been?

There are no designations in SAW. So I’m no senior copywriter. Even the business card of the owner reads – Copywriter, Chairman. The journey has been great. I met great people and got opportunities to explore myself and do some good work. Everything I know, I’ve learnt it here.

Suggestions for future copywriters?
Drink responsibly.

Your achievements as a copywriter?

Well, I’ve been lucky to have quite a few films in my kitty.

How can our readers contact you? Facebook or Twitter Id

I’m ‘cementsmell’ on twitter.

Balaji Telefilms, the production house behind the famous ‘K’ serials has undergone a corporate image makeover. The production house has revived its logo along with new vision and brand values. The new corporate identity is designed by Ray + Keshavan/ Brand Union.

The move is a strategic one to embrace a fresh perspective towards the business which has established itself in the last 15 years. The new ‘Namam’ logo is inspired by the vermilion mark on Lord Balaji’s forehead symbolizes the vision whereas the bold colors exemplify the attitude of the company. The changes have been incorporated at all organizational locations as well as the official website.

Ekta Kapoor, Joint Managing Director, Balaji Telefilms Ltd, said, “Balaji Telefilms’ new brand identity denotes an enhancement of perspective and a broad-basing of our ambition to talk to a larger cross-section of audiences. The new identity will build a seamless bridge across businesses and aspirations.”

Puneet Kinra, Group CEO, Balaji Telefilms Ltd, also added, “Our new corporate colors – red and orange – reflect our governing values of storytelling, passion, integrity, compassion and excellence. The vibrant colors demonstrate the eagerness to embrace new opportunities while retaining the core traditions and values.”

The event also marked the launch of Balaji’s latest venture, ALT Entertainment which will aim to provide preferred content to the consumer thus connecting and engaging them towards great content.

Killer, the largest selling denim brand in India and Lawman Pg3, the club wear brand are all set to be repositioned in the market. The owners of the brand Kewal Kiran Clothing (KKCL) have decided to focus on design innovations to boost the sales in the Indian denim market.

Kewalchand Jain, chairman and MD, KKCL said, “What we are focusing upon is product innovation, and better brand image to establish brand recall. Killer is the only indigenous brand that is competing with international brands in India. We have the first-mover advantage with Killer because it was established almost two decades back. The brand has managed to establish consumer connect. We wa¬nt to replicate the same for our other brands.”

According to industry sources, the denim wear market is growing at 300 percent. KKCL is thus planning to invest at brand building and the retail formats.

Introduction of women’s range is also on the cards along with accessories like time wear, footwear, knitwe¬ar and eyewear. Jain added, “Our target is young and wo¬rking population. We want to give them a complete choice. For that we have to cater to all segments of the population,” Jain said.

“We are present in multi-brand outlets all across the country, and 62 per cent of our sales come from MBOs. We want to increase the capacity but in near future we want to focus more on value-added products. The rest of it we want to outsource. This will help us to achieve scale,” Jain concluded.