A N E W S L E T T E R F R O M D D B M U D R a G R O

H tStuff A newsletter from DDB Mudra Group - Issue 1, 2015

HotStuff Book Issue (Cover Front Back) Open Size : (W) 472 X (H) 345 mm Last Word

Contents Transforming Reality

0101 Madhukar’s Message 2121 - 2323 Best of DDB Mudra Engaging Creativity for Growth Future Group Hewlett-Packard Volkswagen Polo Sony Max 0202 - 0707 Global Connect Fastrack Global Wins Livon Global News Tupperware Tresca With investment from tech companies and applications outside the world of Smirnoff Black 0808 - 1717 The Highlights gaming, more companies are seeing the potential for Augmented Reality (AR) Shine.com Omnicom India’s First Leadership Summit devices, from entertainment to medicine to advertising to shopping. AR has HBO sends winning picture into space 2424 Thus Spake Zeigler the ability to change the way we view the world forever. Sonal pens lyrics for McDowell’s No. 1 DDB Mudra pulls off a grand teaser in TOI Google Glass, Microsoft’s Project Fortaleza, Sony’s Morpheus, and 2525 Thought Leadership DDB Mudra hosts Evoke 2014: Sexuality Facebook’s recent acquisition of Oculus Rift for $2 billion are positive Madhukar Kamath Columbia comes calling... yet again Sonal Dabral indicators of the future of this amazing technology. Consumers are just Students check out DDB Mudra Ashish Mishra starting to see examples of how boundless AR can be. For instance, one Vietnam Ahoy! demo allows users to explore a Tuscan villa without leaving the comfort of New Joinee 2626 Pecking Order their own home. Another uses AR to help amputees become accustomed to Bernbach Fridays their prosthetics. In Conversation with… Achal Bakeri 2727 Guts & Glory MICA - Campus Snippets The mass market will begin to see this technology with the Samsung Gear 28-2928-29 Amazing People VR powered by Oculus, which will be compatible with the Galaxy Note 4. 1818 - 2020 Best of DDB Worldwide Vijith Vijayan Consumers will have access to the Oculus Store, where you can download a Ubisoft Ankit Bellani variety of content like Oculus Cinema, a virtual movie theater. Vancouver Opera Anujit Roy Workplace Gender Equality Agency Mehul Choksi (WGEA) The question becomes how can we as marketers, and most importantly John Lewis consumers ourselves, look to not only augment reality but also transform it. Volkswagen 30-3130-31 Know More Imagine taking a virtual test drive—no road required, or “trying on” your own Lyle & Scott A Job Proﬁle for the Post-Digital Planner customized wardrobe without visiting a ﬁtting room. Are we creative and KLM daring enough to imagine a world where anything is possible? Chevrolet 3232 Media Spotlight The Breast Cancer Foundation (BCF) Implications: The public is just beginning to get a look under the hood of Sky Television IBCIBC Last Word what major tech companies have already invested heavily in developing. Transforming Reality New use cases are explored daily and it will be up to us to shape AR into something life changing.

Editor - Pilloo Mullan | Editorial Team - Neeti Nayak and Siddharth Raman | Cover Design - Prasad Kamtekar, Art Director, DDB Mudra West. Artwork – Vithal Malgundkar and Sachin Panchal | Print Production – Chandrashekhar Deshmukh and Hrushikesh Inamdar, Gutenberg Networks India.

HotStuff Book Issue (Cover Inside Front Back) Open Size : (W) 472 X (H) 345 mm Madhukar’s Message

Madhukar Kamath Group CEO & Managing Director DDB Mudra Group Engaging Creativity for Growth

In 2011 the IPA, the professional body should be viewed as a long term market leader. When you delight your of advertising, media and marketing in investment and not a short term cost. customers, a great brand makes it easy the UK released “The Link between for them to share the wow experience Creativity and Effectiveness.” Written by No one today doubts the efficacy and with friends, earning you referrals.By Peter Field and using data from the IPA impact of engaging creativity to build a better engaging and connecting with databank, the paper compared the brand. Branding has been around for your clients, you can build real, lasting scale of hard business effects achieved centuries as a means to distinguish the relationships and repeat business. Today by the creative-awarded campaigns, goods of one producer from those of while personal referrals and word of with the effects of non-awarded another. In fact, the word brand is mouth are still the best sources of new campaigns. The conclusion: derived from the Old Norse word bandr, customers and opportunities, new creative-awarded campaigns were which means to burn, as brands were technology has changed how people 12 times more effective at driving and still are, the means by which owners discover, choose and refer businesses. business effects such as share, of livestock mark their animals to identify sales, profit, and loyalty than them. At DDB Mudra, we believe in the power non-awarded work. of an influential brand. We consider What is less well understood is that creativity our greatest asset and place a This comes as no surprise to us at the brands are more than just corporate strong focus on using creativity to build DDB Mudra Group! We have always logos. They have meaning, personality influential brands and provide clients with believed in the power of creative ideas and even attitude. When it comes to the business growth they are seeking. and imaginative, innovative campaigns asking which brand is the most This, we call, Engaging Creativity for to deliver solid business results. As trustworthy, has the most presence or is Growth, or put simply, ECG. It consists of much by way of successful achievement most engaging – the answer can be a matching our best minds in the agency of the communications objectives, as very personal one for many of us. with a brand’s key decision makers to the positive effect on our clients’ Someone belonging to the millennial devise ways to look at the business business growth and bottom line. generation will have a completely problems and drive business growth, not No surprise then, that our client roster different perception from say a baby just a reaction to an advertising brief. includes a long list of highly respected boomer. People are increasingly Engagement is about discussing the Indian businesses whose brands are identifying with, relating to, and defining issues that keep clients up at night, not household names. Brands that we have themselves by brands and thereby what TVC we should run this year. It’s been privileged to build from scratch imbuing them with something we can using the right tools to get to creative and which today enjoy sterling success. measure:influence. ideas that will help clients sleep a little These are clients who have understood better. that creativity is an art and not an exact Today, one often sees brands with no real USP to which they can lay a science that needs careful crafting to As we see it, our clients should be produce optimal results. Clients who legitimate claim, struggling to pushing us to pursue creative, have given us the freedom to experiment, differentiate themselves from competition award-winning work. This should be sometimes almost audaciously. on the basis of brand reputation and the an ongoing passion for both client and creativity that supports it. So much so agency, not just because creativity is It is in the context of this that we rue that it is now widely accepted that a most likely the only way to differentiate the trend to increasingly focus on costs brand’s competitive advantage is mostly their brands from their competition and efficiencies by business houses. these intangible assets. In fact, more but because the research says great What is lost in translation is the than 50 per cent of a corporation’s value creative campaigns generate better appreciation that while good advertising today is composed of intangible assets – business results, “up to 12 times sells, great advertising builds factories. up from 20 per cent four decades ago. the effectiveness”. And, that while brand building does involve significant outlays, it is the most An influential brand ismemorable, Creativity clearly is the client’s secret effective method of creating value and conveys value and positions you as a weapon in the war for growth.

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Global Wins

adam&eveDDB wins 2014 IPA Spent It on Myself,” Volkswagen “Made Effectiveness Awards Grand Prix for Real Life” and Marmite “Rescue”. Tribal Worldwide London also took home gold for Volkswagen’s “Play the Road” and Tribal Worldwide Istanbul was awarded gold for Sigortam.net’s “Hiding Money”.

Other awarded agencies in DDB Network include DDB Paris and Greenpeace’s “New Bees”, Hasbro’s adam&eveDDB took the top prize at the “Trivial Pursuit”, Honda’s “Only Gods 2014 IPA Effectiveness Awards for its Think Once” and Coty/Playboy’s “VIP”, tongue-in-cheek "good call" ad year, and one of the network’s agencies DDB Stockholm and McDonald’s campaign for Foster's, the was named Agency of the Year, at the “McSenior” and “Fruit Match”, Heineken-owned lager. The TV-led 2014 Eurobest Festival of Creativity, Lufthansa’s “Klaus-Heidi” and Uniforms campaign scooped the Grand Prix which took place in Helsinki in for the Dedicated’s “Rag Bag”, as well award at a glittering ceremony in December 2014. In total, the network as DDB Latina Puerto Rico and Unilever London on 27 October 2014. picked up 45 awards, including one Wall’s ice cream’s “Jury”. Grand Prix, nine gold, 21 silver and adam&eveDDB crowned 14 bronze, across 12 categories: Film, Campaign’s Agency of the Year Print, Outdoor, Radio, Direct, Media, The Agency of the Year accolade at the Promo & Activation, Integrated, Design, Epica awards marks the seventh for adam&eveDDB was named Campaign PR, Craft and Branded Content. adam&eveDDB this year. The agency Agency of the Year in the publication’s currently holds the 2014 AOY title from annual round up issue. This is the ninth adam&eveDDB took home Agency of Cannes Lions Festival of Creativity, Agency of the Year title it has taken the Year with 16 awards in total, London International Awards, Campaign home in 2014. The Campaign title is including the Grand Prix in Outdoor. The BIG Awards, British Arrows, Shots based on success in several key areas, agency also earned five gold. Awards and the Marketing Week such as new business growth, creative Engage Awards. performance, investment in talent and DDB Spain Madrid was awarded gold in innovation, as well as market-leading Direct and DDB Group Germany Berlin DDB Singapore named Creative commercial results. took home gold in Craft. Agency of the Year

DDB Worldwide took fourth place Other agencies contributing to the overall in the Network of the Year network accolade included DDB Paris, category. DDB & Tribal Worldwide (Netherlands), DDB Brussels and DDB Stockholm. adam&eveDDB wins three Big Agency awards This marks the fifth time in six years that the DDB Network has taken home the adam&eveDDB claimed two gold at the title. DDB was also named Eurobest Campaign Big Awards on 22 October Network of the Year in 2009, 2010, Group Singapore did it again. At the 2014. The agency took a gold in the 2011 and 2013. 2014 Advertising Hall of Fame Awards, Integrated category for Harvey Nichols DDB Singapore was named Creative "Sorry, I Spent It on Myself". The DDB Worldwide and Tribal Agency of the Year for a record sixth retailer’s 2013 Christmas campaign also Worldwide scoop Epica Awards consecutive year – an astonishing won a gold in Press. adam&eveDDB achievement. was named Big Agency in Integrated The DDB Network took home a total of category. 27 Epica awards. In addition to taking home the “Agency of the Year” title, Its StarHub client also took home the DDB named Eurobest Network of adam&eveDDB earned nine gold, four coveted Brand of the Year award – the the Year and Agency of the Year silver and one bronze. third time the brand has picked up this award. StarHub's Chief Marketing DDB Worldwide was named Network of The adam&eveDDB winners include Officer, Jeannie Ong, was awarded the Year for the second consecutive Harvey Nichols “Bad Fit” and “Sorry I Client of the Year, while DDB was

HotStuff Book Issue Size : (W) 235 X (H) 345 mm Global Connect

awarded silver for Campaign of the Year The team from DDB Group Sydney won for its integrated 'One Force' campaign professional gold for their ‘Zero Bar’ for client, Republic of Singapore Air concept which set out to reposition Force. junk food as an occasional treat instead of a daily snack. Named Sick Schticks, As the evening continued the awards the team’s plan was to advertise an kept rolling in. In celebrating the equally delicious Zero Bar exactly the industry's best talent, CCO, Neil same as other products by Johnson, was awarded the accolade of confectionery giants, but limited its Creative Director of the Year, while the availability to vending machines Creative Team of the Year award went activated through a pedometer which to DDB's Michael Chin and Sid Lim, advertising media categories. A further resets to zero after 70,000 steps – a Copywriter and Art Director, silver also went to McDonald’s in the healthy weekly average for young respectively. Best use of outdoor media category for people. If it reaches zero before the its ‘Turning HK into the biggest end of the week, kids can tap it to DDB Group Singapore sweeps McDonald’s Monopoly gameboard’ release a Zero Bar and enjoy a well Creative Circle Awards initiative. deserved treat.

DDB Group Hong Kong rounded up its DDB Group Sydney also scored a awards tally with a bronze award for finalist spot for their work on team Greeners Action’s ‘Vote on garbage, Sevenjhazi/Starmach and their ‘Nike vote for garbage’ in the Best small Fuel Lunch’ concept allowing school budget campaign category. students to earn points through exercise and movement which can be DDB Group New Zealand wins six cashed in at the canteen for food. The Effies less healthy the food, the more points it costs. DDB Group Singapore hauled an DDB Group New Zealand won six impressive 7 gold, 11 bronze and Effies, including one gold, one silver and 11 silver awards plus Best of Promo & four bronze, on 9 October 2014 at the Campaign Agency of the Year Activation and Best of CSR at the CAANZ New Zealand Effie Awards. Awards Creative Circle Awards 2014 held in ‘#bringdowntheking’ for SKY Television Singapore in November 2014. won a gold Effie in the most effective South East Asia Tribal Worldwide’s Michelle Tan, PR/experiential campaign category and Creative Services Director, also won the silver in the most progressive campaign inaugural Unsung Heroes categories on category. Four bronze statues went to the night. ‘Bring back the doubters’ for The Warehouse Group, ‘You’ll only need The agency won Best of CSR for its one’ for STIHL New Zealand and impressive ‘ Logos against breast ‘A world without animals’ for Paw cancer’ for the Breast Cancer Justice, which won two. Foundation. Best of Promo & Activation went to StarHub’s ’4G4Good’. DDB Group Sydney shines in round one of Young Glory 2014/15 DDB Group HK shines at Kam Fan Awards 2014 DDB DM9 JaymeSyfu took silver in the DDB Group Hong Kong won three silver Philippines Creative Agency of the Year and one bronze awards at the HK4As category while DDB DM9Digit won a Kam Fan Awards 2014, which took silver in the Philippines Digital Agency place at the Hong Kong Convention and of the Year category. Gil Chua, Exhibition Center on 28 November 2014. DDB Group Sydney picked up gold DDB DM9 JaymeSyfu was declared a and finalist spots in the first round of runner-up in Southeast Asia Agency The agency took home two silver Young Glory 2014/15, the international Head of the Year and Neil Johnson, awards for McDonald’s 2014 New Year advertising awards competition DDB Group Singapore was awarded a campaign ‘McDonald’s happy news’ in which tests teams across eight silver for Southeast Asia Creative Head the Best use of ambient and Best use months and eight briefs set by eight of the Year. Merlee Jayme and team, of special events and stunt/live different judges. DDB DM9 JaymeSyfu were runners-up

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for Southeast Asia Talent Management Account Person of the Year, and second place in the Egypt Special Team of the Year. DDB Group Sydney’s Leif Stromnes was Awards category. named runner-up Planner of the Year, Asia Pacific in their respective markets. Finally, DDB Lagos received silver in the Craig Lonnee and team, DDB Group Media category for MTN’s “Don Ports” Asia Pacific were declared winner of DDB Warsaw wins big at Effie campaign, as well as a bronze for Asia Pacific Talent Management Poland’s 15th Anniversary Gala Mouka Mattress’s “Active Rest” outdoor Development Team of the Year while campaign. Karen See, Kate Neill and local teams, DDB Group Asia Pacific were DDB Lagos comes Out On Top at runners-up of Asia Pacific Corporate LAIF Awards Communications Team of the Year. Nigeria’s most globally awarded agency, South Asia DDB Lagos of the Caesars Group, In South Asia, DDB MudraMax India celebrated more wins at the 2014 were declared runner-up in the Lagos Ideas and Advertising Festival Specialist Agency of the Year category DDB Warsaw won the Effie Grand Prix (LAIF) which took place at the Civic while Rita Verma, Chidambaram Arul, 2014 for PKO Bank Polski’s “The ideal Center, Victoria Island, Lagos, on Srinivas Chandar, Sujata Bhardwaj, bank employee” campaign. In addition, 30 November 2014. The agency won Kritika Nagpal, Priyanka Agrawal, the agency received the coveted title of 32 awards overall, including the Navdeep Nijjar, Ameya Joshi, Daksha the Effie Agency of the Year third time in prestigious Grand Prix for the MTN Dixit were winners in the South Asia a row. “Saka Ports” campaign. Talent Management Team of the Year. Neeti Nayak and Pilloo Mullan, As well as the prestigious Grand Prix DDB Mudra Group were declared African Cristal Festival recognizes win, DDB Lagos proudly walked away runner-up in the South Asia Corporate DDB Middle East & Africa with seven gold (MTN, Unilever and Communications Team of the Year Mouka Mattress), 12 silver and category. 12 bronze awards across various categories, making DDB Lagos the Greater China most awarded Agency for 2014.

DDB Lagos wins at the Loeries for the second time

DDB Lagos won silver in the Integrated DDB Middle East & Africa won a total of campaigns category for MTN’s Saka three gold, two silver, and three bronze campaign at the Loeries. The award is awards at the second edition of the the agency’s second consecutive win at African Cristal Awards that took place in the Loeries. Last year, DDB Lagos won Marrakesh, Morocco, on 3 October the Loeries silver award in the Print Richard Tan, Jit Hoong Ng, Twelve Tong, 2014. DDB South Africa took home two Communication category for the Jason Wu, Tim Cheng, Raymond Man gold awards for the “Houses” campaign landmark ‘Speechless’ Advert for Girl and Roger Zhu, DDB Group Shanghai for McDonald’s, a silver in the Digital & Hub/Nike Foundation. won in the category Greater China New Mobile category for Skittles’ “Smuggle Business Development Team of the Year. the Rainbow” campaign, and a bronze DDB Puerto Rico is most awarded agency at the Excel Awards for McDonald’s “Night & Day”, in the Film category. In the first wave of AOY announcements The agency took home seven of the DDB Group NZ won Agency of the Year 12 Public Relations recognitions during TNA/DDB Egypt also won a gold in the and runner-up Digital Agency of the the local awards that took place in San Year, DDB Group Korea took home Film category for National Bank of Egypt Juan, solidifying DDB Puerto Rico’s runner-up Agency of the Year, for the “Don’t Let Your Mind Wander” standing as the most effective agency DDB Group Australia’s Nicole Taylor won campaign. The agency also received at the awards.

4 Global Connect

Global News

Amir Kassaei at the LIA Awards and Industry Conference from 17 – 20 September 2014. Held at The Beverly Hilton Hotel in Los Angeles, attendees had the chance to hear from thought leaders, industry legends and rising stars. Supported by Omnicom Group, 4A’s, AAF, among others, the three-day event encompassed: The ADCOLOR® Awards, The ADCOLOR® Industry Conference, ADCOLOR® University and ADCOLOR® Futures. Amir Kassaei, Chief Creative Officer, DDB Worldwide had the privilege of Sally Ali, DDB Worldwide Chief Talent presiding at the Integration jury for the Officer, judged the first ever LIA Awards in Las Vegas. He was also ADCOLOR® Futures Case Study. Design categories. An obvious favorite honored to speak again at the LIA Launched in 2012, ADCOLOR® among the jury and jurors around the educational initiative, Creative LIAisons, Futures is a career-building program world this year, it had everything: a seminar for Young Creatives that that provides mentorship and education relevant insight into human nature, a coincides with the judging week and is to young professionals with the goal of fresh take on the typical holiday designed to bring young talent and supporting the talent of tomorrow, today. campaign, a powerful, truly integrated creative leaders together for some idea, executed brilliantly. pretty amazing conversations. Additionally, winners of the 2014 Bill Bernbach Diversity Scholarship The winning campaigns in the other DDB had as many as five Young Program were invited to attend the categories were: Creatives invited to the event – one conference on behalf of from each region of the network. In DDB Worldwide Communications Group. audio Vegas, they heard a lot on how the DDB New York Director of Integrated DDB BRASIL AMNESTY industry is changing and the lessons Production, Ralph Navarro was INTERNATIONAL Spot Against Silence learned along the way. Amir indicated recognized as one of the recipients of branded entertainment that they would take some of the the first-ever ADCOLOR®Unsung Hero DDB MELBOURNE PZ CUSSONS insights gleaned and combine them Award. Radiant Return with the things that influence them in digital their lives to forge an interesting future. Bill Bernbach Awards DDB BRASIL JOHNSON & JOHNSON Hello My Name Means DDB Worldwide sponsors DDB Worldwide’s Global Creative direct ADCOLOR® 2014 Council led by its jury President, Bob DDB BELGIUM CEBAM Don't Google It Scarpelli announced the 2014 Bill media Bernbach Award winners. adam&eveDDB GOOGLE+ Front Row mobile They judged 330 entries and selected DDB MELBOURNE RSL AUSTRALIA 79 nominations across 14 media Minute of Silence categories. Top winners were then outdoor chosen in each category, except adam&eveDDB GOOGLE+ Front Row Innovation, where there was no clear public relations Bernbach winner. DDB SPAIN CELEM Abortion Travel The highest honor, the Grand Prix for press•poster the best idea across the show went to DDB SYDNEY McDONALD'S Legends adam&eveDDB’s "Sorry I Spent It Campaign On Myself" campaign for Harvey promo•activation Industry professionals convened at Nichols. The campaign also won top DDB STOCKHOLM LUFTHANSA Are the 8th Annual ADCOLOR® Awards honors in its Integrated, Film and You Klaus-Heidi

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The Internationalist names Paul Petter Gulli, Executive Creative Director Gunning Agency Innovator for 2014 of DDB Oslo, delivered a keynote at Google Think—a high profile event for Norwegian advertisers—to an audience of 150 people. The invitation for the speaking slot came off the annual Cannes Lions blog he provides for Kampanjemagazine.

Digital Business Cards from Alma

wins for Wall’s and Marmite, with strong runners-up for both Flora ProActive and The Internationalist, a trusted source for Lipton. international best practices in advertising, marketing and media DM9DDB named Most Reputable selected Paul Gunning, Chief Executive Agency in Brazil Officer of DDB Chicago, for its 2014 Agency Innovators list. In addition to appearing in the INNOVATORS issues of The Internationalist, Gunning was invited to attend the Innovators Summit on 20 November 2014 at Three Times Square in New York. Tossing the traditional paper business Gunning joins renowned agency In a survey conducted by Grupo card, Alma Ad Agency designed and executives from all corners of the world Consultores, DM9DDB was identified as developed a customizable digital business card for all employees. who comprise the annual rankings. having the Best Global Reputation in A web app for the cards was produced According to The Internationalist, “This the Brazilian market. Among 350 from scratch so that the agency had full extraordinary group of 31 individuals Brazilian advertisers, the survey took control of the branding and features on from all corners of the globe are into consideration the following the cards. This allowed the agency embracing change and making a 10 attributes, in this order: effective more flexibility than the standard difference for their agencies and for creativity, strategic capacity, production versions previously available from their clients.” quality, client service, unique creativity, other vendors. quality/price ratio, media services, Since 2006, The Internationalist has digital service, integrated services, and Alma’s iCards include all company honored executives who think about international services. information (i.e., website, social media advertising in new ways, advocate platforms, logo and a maps feature) as breakthrough communications, and DM9DDB was also named Best Agency well as the employee’s portrait, champion international brand-building in Media Services and Best Client individual contact information and links and best practices that underscore Service. to their social media. The card can be innovative thinking. sent as an e-mail attachment, text Petter Gulli keynotes Google Think message, link or through QR code. The idea is that a paper card is easily DDB named Unilever’s Agency of lost, but once a contact is in your the Year phone, it will stay. Since they’ve started to use the cards, the agency finds that On 18 September 2014, DDB was the digital cards are a great networking named Agency of the Year at the annual tool also, since it’s a conversation Unilever Awards Showcase. Of the starter and provides a more personal 15 nominations received, five of those connection with the person that were shortlisted and converted into receives it.

HotStuff Book Issue Size : (W) 235 X (H) 345 mm Global Connect

Interbrand’s 15th Best Global Brands Report

For the second year in a row, Apple Interbrand’s Global Chief Executive in tandem with our own individual data and Google claimed the top positions Officer. “These leading brands have sets. Brands that seek to lead in the on Interbrand’s Best Global Brands reached new pinnacles—in terms of forthcoming Age of You will have to ranking. Valued at USD 118.9 billion, both their growth and in the history of create truly personalized and curated Apple (#1) increased its brand value by Best Global Brands—by creating experiences, or what we call 21 percent. Google (#2), valued at experiences that are seamless, ‘Mecosystems’, around each and every USD 107.43 billion, increased its brand contextually relevant, and increasingly one of us. Such brands will have to value by 15 percent. For the first time in based around an overarching rehumanize the data, uncover genuine the history of Best Global Brands two ecosystem of integrated products and insights, and deliver against individual global brands – not just one – have services, both physical and digital.” wants, needs, and desires.” each earned a brand value that exceeds USD 100 billion. Interbrand’s Best Global Brands Said Ashish Mishra, Managing Director, methodology was the first of its kind to Interbrand India, “The Age of You era Huawei (#94), the Chinese become ISO certified. It analyzes the that is upon us will enable telecommunications and network many ways a brand benefits an micro-segmentation, absolute equipment provider, also made Best organization—from delivering on customization and personalization - Global Brands history, as the first customer expectations to driving notions hitherto considered impossible. Chinese company to appear on economic value. In the flat world of now, the elements of Interbrand’s ranking. With 65 percent of the future ecosystems are all ready.” its revenue coming from outside of In addition to identifying the top 100 China and with its earnings continuing most valuable brands, this year’s Best to climb both domestically and across Global Brands report also examined Europe, the Middle East, and Africa, three pivotal ages in brand history that Huawei is quickly becoming one of the have reshaped business for the better: largest telecommunications equipment the Age of Identity, the Age of Value, makers in the world. The company is and the Age of Experience. Interbrand currently the third largest smartphone contends that a new, emerging era is manufacturer in the world—just behind upon the global business world: the Samsung and Apple. The Chinese Age of You. brand is one of five new entrants to enter the Best Global Brands ranking “As consumers and devices become this year—the others being DHL (#81), more connected and integrated, the Land Rover (#91), FedEx (#92), and data being generated is creating value Hugo Boss (#97). for consumers, for brands, and for the world at large,” said Frampton. “As a “Apple and Google’s meteoric rise to result, brands from all categories and more than USD 100 billion is truly a sectors will get smarter—with products testament to the power of brand and devices working in concert with building,” said Jez Frampton, one another, across supply chains, and

Ten Best Global Brands - 2014

2014 2013 2014 Brand Value % Change in Rank Rank Brand Sector (USD billion) Brand Value

1 1 Apple Technology 118.863 21% 2 2 Google Technology 107.439 15% 3 3 Coca-Cola Beverages 81.563 3% 4 4 IBM Business Services 72.244 -8% 5 5 Microsoft Technology 61.154 3% 6 6 GE Diversified 45.480 -3% 7 8 Samsung Technology 45.462 15% 8 10 Toyota Automotive 42.392 20% 9 7 McDonald’s Restaurants 42.254 1% 10 11 Mercedes-Benz Automotive 34.338 8%

7 The Highlights

Omnicom India’s First Leadership Summit

Omnicom sees itself as a challenger operational experiences to build a Key Take-Aways brand. Feisty, hungry, aggressive, collective strategy for the growth of the At the conclusion Dara surmised that positive, nimble and innovative. Not just Omnicom businesses in India. the delegates had heard some poised at the cutting edge of change fascinating points of view and the but driven by a passion to lead change According to Dara Akbarian, Chief collective voice was resounding. in a digital age that presents limitless Financial Officer, Omnicom, APIMA, “Omnicom agency heads firmly believe exciting opportunities. Some, still not “There are organic and inorganic that our industry has only scratched the fully fathomed. opportunities that will help all of us to surface of the digital opportunity and grow in this dynamic market, and our there is much more to come from This was a side of Omnicom much in agency heads recognize the potential India,” he said. evidence at its first India Leadership we need to target, to accelerate our Summit held from 28 to 30 September position in India.” The Action Points agreed upon were: 2014. From the choice of the royal locale in Udaipur, Rajasthan and the Attendees & Agenda • Greater investment in talent leading edge quality of its speakers to More than 35 CEOs and Managing programmes to find and keep the next the glitter and glamour of the evening Directors, clients and India market generation of creative industry talent, entertainment – every moment was experts were in attendance including planned flawlessly and executed in representatives from all the Omnicom • Steps to develop a deeper flamboyant style. operating companies such as entrepreneurial culture in keeping with DDB Mudra, BBDO, TBWA, CPM, India’s changing demographics, and One thing emerged starkly – digital was FleishmanHillard, OMG, Interbrand, on everyone’s mind, with speaker after Flamingo, Ketchum Sampark and • Investments to tap the so-called speaker spouting data to support the others in the creative space. Digital DRIP effect (data rich, insight poor) that immense and radical changes and Data and Talent dominated the India currently faces with big data and challenges that lay ahead. Good discussions. creative sector work. changes that will make for great business opportunities. Speakers Client Feedback The line-up of speakers represented Shivakumar, Chairman and CEO, Raison d'etre KPMG, Deutsche Bank, Google India, PepsiCo, said, "It was a pleasure to The summit brought together the full PepsiCo, HUL, MicroMax, TATA Group, take part in the first Omnicom India spectrum of Omnicom business Omnicom India, ZipDial and eTailing event especially since Omnicom is a leaders in India to strategise about India.They discussed the potential of key PepsiCo partner. The focus on the next wave of digital growth, the how the next wave of growth in India digital, creative and integrated e-commerce opportunity in the will take shape and how each business campaigns was enlightening. The could position itself to support its application of data in creative future of marketing in India will be Indian and multinational clients industries. based on these pillars and Omnicom capitalise on this growth. agencies understand and demonstrate The industry experts focused on the the need to come together to deliver Holding an in-India, for-India meeting changing nature of the Indian media work that our business needs. This enabled these business leaders to landscape, the reshaping of the market is ready and hungry for examine the tectonic changes affecting demographic dividend and how the their industries and clients’ businesses political environment is likely to reboot creativity that challenges and and to mine and leverage these India’s creative industries. campaigns that go beyond the traditional media reach."

Rajan Anandan, Managing Director, Google India, added,"It was interesting to meet Omnicom's full mix of creative agencies at a single event. And, thankfully, we were able to move beyond 'the potential is big' discussions, I hear all too often in India. What these agency heads understand is the future of Indian creative industries is moving beyond the shock and awe of how big digital is or what it can offer, and into the areas of how Indian companies can make the most of this potential."

HotStuff Book Issue Size : (W) 235 X (H) 345 mm The Highlights

Memorable Quotes

“We have grown by five times in the $ 4000 and a few years from now it last four years – head count as well could be $ 40. Before your doctor can as cities.” prescribe even an Advil he will first take a look at the particular make up of your body and find out will that medicine help you or hurt you.” - Lee Smith

“The next 3 billion are largely invisible. Geetu Verma, Executive Director, We have little data about the next Hindustan Unilever Ltd. 3 billion because unorganised retail “Growth in India has been led by makes up most shopping leaving little data to track purchases. Over 90% wireless and the customer base has payments happen in cash. Only 2 out Dara Akbarian, Chief Financial grown a hundred times between 2002 of 5 have bank accounts. There is Officer, Omnicom – APIMA and 2012. Smart phones are growing virtually no data on these making at 100% YOY. For most of the users it personalisation impossible.” “Since 2012, India’s economy has is the only computing device they have begun to stabilise and since ever used. It is used for messaging, 14 May 2014 there has been a entertainment, social media, shopping, recovery in the economy. India will navigating, etc.” embark on the East Asian model where economic policy is driven by urbanisation with a focus on industrialisation and infrastructure building.” Amiya Pathak, Co-founder & COO, ZipDial

“Today’s digital user wants an integrated experience. He wants Sanjay Kapoor, Chairman, content, commerce, community all to Micromax Ltd. be delivered to him as one experience. Also today consumers want brands to Abhay Laijawala, Managing “Tata figures among the 50 most manage them across the whole life Director, Deutsche Bank trusted brands in the world. It has been cycle.” ranked as the 34th most valuable “In 2013 mobile internet usage brand in the world. The brand overtook fixed line internet usage message centres around TATA being globally. The global population stands global, trustworthy and a Good at 7 billion and there are 6 billion SIM Corporate Citizen.” cards, 5.2 billion mobile phones and 2 billion smart phones. E-Commerce in India will grow from USD 19 billion Ashish Jhalani, Founder, Indian to USD 80 billion.” School of eBusiness, Etailing India, MySolitaire.

“We are trying to solve the impact Atul Agrawal, Vice-President – measurement problem. We are doing Corporate Affairs, Group Corporate a cross media study across 25 markets Communications, Tata Services. to show efficacy of digital as a brand building medium over TV and print.” “Gamification is the application of game D Shivakumar, Chairman & design concept and framework to non- CEO, PepsiCo game situations in order to drive user “The 4 Marketing Ps of Kotler (Product, engagement. It can be used for Price, Promotion and Place) will brands, human endeavours and work.” continue to be relevant but will need to - Mike Cooper be expanded with four more. Viz., Purpose, Participation, Privacy and “DNA mapping five years ago cost a Rajan Anandan, Managing Director, Partners.” hundred thousand dollars, today it is Google India.

HotStuff Book Issue Size : (W) 235 X (H) 345 mm The Highlights

HBO sends winning picture into space

To celebrate its blockbuster movie of the year,Gravity, which premiered on 21 December 2014, HBO organised the first ever‘HBO Selfie in Space’ contest which gave viewers a once in a lifetime opportunity to send their selfie to space.

The contest which was on till midnight 21 December 2014 allowed the participants to upload any number of selfie photos along with appropriate captions and the hashtag The winner's selfie would travel to space blockbusters,Gravitywhich features #SelfieInSpaceon HBO India’s and a video of the same would be taken George Clooney, Sandra Bullock, Facebook page and uploaded to capture the voyage. In Ed Harris, Amy Warren, won seven (https://www.facebook.com/HBOIndia) addition, the winner stood to get an Oscars including best visual effects, or HBO South Asia’s website Xbox 360 with Kinect. best sound editing, best sound mixing, (http://www.hbosouthasia.com/selfiein- best cinematography, best film editing, space/). One of the world’s all-time biggest best original score and best director.

Sonal Dabral pens lyrics for McDowell’s No. 1

as the accompanying visuals was the answer.

Sharing his experience while penning down the lyrics for the first ever seven- minute ad film for McDowell’s No.1, Sonal Dabral, Chairman and Chief

McDowell’s No.1, rated as one of the point of view on friendship. Creative Officer, DDB Mudra Group, most valuable Indian brands (Millward said, “I wrote the #No.1Yaari song as a Brown BrandZ Study 2014) has McDowell’s No.1 wanted to celebrate tribute to such cherished, meaningful continuously endeavoured to connect and own the most important relationship friendships that enrich our lives. with its consumers through compelling in the life of the young Indian, close Aisee Waisi dosti nahin.. is exactly how I stories of friendship. When the brand friendship. True friendship that is akin to define these rare special friendships.” realised that affiliation and friendship the bonds of family, wherein one can be was a narrative being used by a lot of truly oneself, without any pretentions. The song was composed by Rajiv other brands across categories, A short film that epitomises the core Bhalla and Mohit Chauhan provided it decided it was time to own a distinct values of true friendship in lyrics as well the voice.

10 The Highlights

DDB Mudra pulls off a grand teaser in the TOI

Creating palpable excitement before a everything about the front page make the brand unveiling and the ‘history-in-the-making’ launch is the resembled a typical TOI front page, but launch to be a bigger story, but the best way to start an infectious for the news. Relevant articles pointed teaser is sure to be talked about, conversation. And, DDB Mudra West how people – specifically entrepreneurs considering its scale. did this with aplomb with The Times of – can make the most of online. India front page across India on 16 October 2014 containing a very While nothing was given away about special innovation. The paper’s the product, Infibeam ran a contest masthead featured the name of the online (through its Twitter handle), new offering from Infibeam, a product where people could ‘guess’ what the in the online world that was all set to new launch was. People could go to revolutionise the way online works. www.twitter.com/infibeam and post Wherever there was an ‘o’ in a word, their answers. Creative answers could it was printed as ‘ooo’ in orange! win an iPhone 6 through a lucky draw.

Not in the recent past has the TOI The page takeover of The Times of changed its masthead and featured a India was an innovative teaser that full front page exclusively created for a created hype about something mega brand launch, making it unprecedented about to be unveiled, and a perfect in the history of brand launches. In fact, example of disruption. Infibeam aims to

DDB Mudra hosts Evoke 2014: Sexuality

On 4 December 2014, DDB Mudra Evoke 2014 brought together influences that contribute to gendered hosted Evoke 2014 : Sexuality series at educators, doctors, filmmakers, violence. Mudra House. Evoke is an initiative that authors, and activists to present short seeks to create a culture of talks focused on the theme of sexuality, The speakers included Daniel Webber idea-sharing, intellectual discovery, and exploring topics such as the influence (Sunlust Productions), Vivek Anand open dialogue for young India by of pornography on sexual behaviour (Humsafar Trust), Dr Duru Shah curating talks that educate, entertain, and body image, the need for a sex (Gynaecologist) and others. and mobilise in equal measure. Its education curriculum in schools, previous series have covered topics coming out in India and the such as Beauty, Money, Love, Faith implications of Section 377, the taboos and Substance. surrounding female desire, and the

11 The Highlights

Columbia comes calling... yet again

industries, to understand their perspective of India. They kicked off their programme with a visit to Mudra House on 18 December 2014 where they sat rapt with attention as Mehak Jaini, Director Brand Communication, DDB Mudra West presented an amazing array of insights neatly grouped into 5 Powerful Truths about India.

Madhukar Kamath, Group CEO and Managing Director was also at hand throughout to provide myriad insightful stories that illustrated the key points It would seem that DDB Mudra Group choose DDB Mudra Group to provide made by Mehak and to give the is seen globally as the poster boy of its student team a comprehensive look students a better appreciation of the the Indian Marketing Communications at the Indian Advertising world is finer nuances of doing business in business! testimony to its extraordinary and communications in India. insightful handle on the rich cultural For the fifth consecutive year, students diversity that defines India. The students raised several questions from Columbia Business School which showed a pointed interest in studying for an Executive MBA degree Twenty young individuals from diverse issues concerning urban/rural came to the DDB Mudra Group, as a backgrounds, work and industry communication management, digital part of their India Immersion experience arrived in Mumbai to visit marketing’s future in India, the MNC programme. That Columbia University the offices of the organisations that are foray into India and the sustained (an ivy league institution) continues to considered leaders in their respective success by print media in India.

Students check out DDB Mudra

showcase themselves and The topics that he covered included communicate their key company practices, processes and quality Advertising: Definitions and base control standards to students and level understanding. enable them to better understand the industry in which the company Credentials: How Mudra Group is in functions. the midst of evolving in India while inducing cultural change. Purple Squirrel, a joint initiative of On 18 December 2014, Purple Squirrel IIT Bombay and SINE Business arranged for around 40 students Career: What works and doesn’t work Incubators is a startup facilitating (all women!) to visit Mudra House and company that organises to have the opportunity to hear in a 1st interview. industry-academia interaction. Its aim is Mandeep Malhotra, President DDB to bridge the industry-academia gap by MudraMax – OOH, Retail & Experiential He informed them that MudraMax hires bringing the right students to meet with speak on the advertising and marketing for attitudes and trains for skill. He also the most relevant companies. services industry and what to expect afforded them a glimpse of his personal These visits allow companies to from building a career in this field. journey as a member of the EBM.

12 The Highlights

Vietnam Ahoy!

Rohan Talati and Madhavi Varanasi Strategic Planner, recently made it to proving themselves highly worthy with from 22feet Tribal Worldwide in Bangalore the 'Top 30 under 30' list of Impact their knowledge and involvement on our and Mehak Jaini from DDB Mudra West Magazine. live pitch brief for Tiger Beer, one of our spent a month in DDB Vietnam starting biggest/most important pitches ever. from 10 November 2014. This talent exchange initiative was made possible by Jeff Cheong and Daniel Said Mehak, “Just 3 days here and it Gordonjones. Daniel Simon helped already feels like home. The DDB family They worked with Daniel Gordonjones immensely in getting this initiative off truly spans geographies, languages, and his team on their existing clients, the ground. Rita Verma did a great job cultures...” live projects and on new business of tying up the entire programme. pitches. Rohan and Madhavi are two of Said Rohan, “It's been only 3 days but the brightest young Digital Marketing Said Daniel Gordonjones, “Your team is the learning already has been fantastic Solutions talent in 22feet Tribal Worldwide, great and settled in well. They are and we have made some great friends while Mehak, a well-respected already doing DDB Mudra proud and here in DDB Vietnam.

New Joinee Sumeer Mathur Sumeer Mathur has joined DDB Mudra Brands (Fair & Lovely, Lifebuoy North as Senior VP & Head, Strategic Shampoo, Clinic All Clear) for the Planning in Delhi. He brings to the South East Asian markets. agency an experience of over 15 years in communications having worked with Before joining DDB Mudra North, leading brands across categories Sumeer was associated with JWT ranging from automobiles (Hyundai & (Delhi) where he led award winning Tata Motors), FMCG (GSK, Unilever, campaigns for Airtel Money and Colgate Palmolive and Unicharm), Microsoft. He has also worked with Household Appliances and Home Rediffusion Y&R, Lowe Mumbai, Electronics (LG and Microsoft), Social Contract and SSC&B Lintas. Health (USAID), Airlines (Kingfisher Airlines, Spice Jet) and Hospitality Sumeer has a BA (H) Economics (Taj Hotels & Resorts). degree from Delhi University and a postgraduate diploma in Advertising He has also undertaken regional and and Public Relations from Indian Institute global responsibilities for Unilever of Mass Communication, New Delhi.

13 The Highlights

Bernbach Fridays

target audience very specifically. It is expert at crafting brands and communications around people. He illustrated this with several brand communication campaigns on Facebook, the most outstanding of which was Nescafe which gave new meaning to what a friend on Facebook means, with its new social campaign that hinged around the theory that a cup of instant coffee is enough to bring people together: ‘It all starts with a NESCAFE’, was devised by Publicis Conseil and had Arnaud a regular guy set the challenge of determining the value of his 1,200 Facebook friends by walking up to the houses of 30 of them (including ones he barely knows and some he’s not seen for a long time) with two mugs of Nescafe, and having Mark D’Arcy inaugural Innovations Lions jury at the subsequent encounter filmed. The Cannes Lions. videos were uploaded to a YouTube Wednesday, 29 October 2014 ended channel aptly named ‘Really Friends?’ on a high note at Mudra House with an According to Mark, technology has and ranged from delighted surprise to entertaining, enlightening and exciting turned all of us into super powers. dumbfounded confusion. session led by Mark D’Arcy, Chief People are now connected in real time Creative Officer at Facebook Creative and have access to virtually, anything, Another successful campaign came Shop. The welcome screen anytime, anywhere. We are never alone from Brazil, where Count Chiquinho provocatively set the theme as and can be in constant touch with Scarpa a billionaire known for ‘How to make friends and influence those whom we care most about. outrageous acts, announced on people. One billion, to be precise’. As a result, everything is simultaneously Facebook that he planned to put his competing with everything else for our $500,000 Bentley six feet under. The Mark leads a team of creative attention and we need to apportion our announcement riled the masses in strategists tasked with creating and time on what matters most to us. Brazil, leading to tons of buzz in social building ideas that transform how Facebook feeds help us to do this. media and the press. marketers use Facebook to drive And, this has led to a shift in strategic business growth and brand equity. focus. In a more transparent world On the day of the burial, as the press Prior to joining Facebook, he spent truth is empowering and advertising gathered around Scarpa, the Bentley seven years at Time Warner in New can no longer be about the advertiser. and a big hole in the ground, it was York, as Chief Creative Officer of its One can no longer market ‘to people’ announced that the event marked the Global Media Group and in 2009 was but ‘for people’. One has to build opening of "National Organ Donation named President of the Group and content keeping in mind the needs of Week," and Scarpa's stunt turned out Sr. VP of Time Warner. individual and unique targets. What is to be the launching pad of the the value proposition that the advertiser campaign. Mark has been widely recognised for has for each of them? While the craft his creativity and leadership and skills are still the same, what has Target and Facebook tied up to regularly speaks all around the world changed is the way in which introduce Cartwheel, a digital coupon on creativity in social media, the technology has enabled advertisers to that helps you save on the things you transformation of marketing as a accurately pinpoint and reach its target already buy at Target. You can choose discipline, the art of communication people. Good advertising increases from hundreds of offers with discounts and the role and purpose of brands in sales but great advertising builds of 5-50% off every area of the store by societies. He has served as a juror on factories and the role of Creativity is to just adding an offer to your Cartwheel numerous international awards shows, unlock the potential of technology. list, scanning your barcode in store, including the CLIO Awards, LIA and saving. It's like carrying around Awards, The International ANDY The Facebook system is specially hundreds of coupons in your pocket, Awards and in 2013, he served on the designed to help you hone into your all neatly organised and accessible!

14 The Highlights

In Conversation with…

In less than 26 years, it became one of Gujarat’s few companies listed as a large cap company having crossed ` 5000 crore. A great feat for a company whose turnover stood at ` 550 crore. The Symphony range of products expanded from Air Coolers for residential spaces to ones for industrial and other institutional spaces. Later even for mobile applications. One of his prize projects was to cool Baba Ramdev’s 2 lakh sq ft meditation hall in Achal Bakeri, institutional advisers who encouraged Hardwar. CMD, Symphony Ltd. him to diversify into other areas of manufacturing. The business took its The company now enjoys a 50% share ‘Do what you know the best’ is the focus off Air Coolers and diversified into in the organised segment of the market success mantra of Achal Bakeri, the the manufacture of Water Heaters. This for Air Coolers. Symphony has also entrepreneur from Ahmedabad proved a mistake. The Water Heater who made history by taking the market product had an excellent design and been the best performing stock of the capital of Symphony from ` 2.8 crore was functionally superior to any other decade 2004-14. For the year ended to ` 5093 crore in a decade. one on the market. But it failed to take June 2014, the company posted a net off and resulted in the business going profit of ` 105.72 crore on a turnover of Bakeri’s story makes a fascinating case south. By 2001, the company had ` 532.42 crore and has enjoyed a study. An architect by training, he used up all its reserves and eroded its CAGR of around 35%-40% over the spurned the opportunity to join the net worth. It was declared a BIFR last seven years. Today, it is a zero debt family’s flourishing real estate business case. enterprise. The company has picked in 1988 and opted instead to start his up a large number of IP rights patents own manufacturing venture in Faced with the option to close down and copyrights. Its amazing success Air Coolers. He saw a vast untapped the business or to turn it around, has resulted in the brand being called potential in making a better cooler, both Bakeri, not surprisingly, opted for the the LG and the Sony of Air Coolers. by way of design and functionality. So, latter course. He exited the There are still more exciting times he put together a team to work on a diversification and refocused on ahead for this company that believes in prototype and launched the business Air Coolers. In 2004, a new Air Cooler good design and equally staunchly in a with just six pieces as inventory. With product was launched and the strong brand. the help of Interact Vision (a Division of company made a conscious decision DDB Mudra Group), he branded his to change its strategy from product as Symphony Air Coolers, multi-products/one market to one So, what accounted for its success? making it the very first time that a brand product/multiple markets. It began to According to Bakeri, the company had been established in a completely make inroads in overseas markets in relies on listening closely to its commoditised category. the Middle East and North Africa. Soon customer needs through regular visits enough, it came across a great to its 18,000 dealers. It picks up its The brand was launched with a full opportunity in North America. In the cues from this and develops products page ad in the Times of India. An midst of the global financial crisis, a to meet these needs. It believes in R&D audacious move, as the ad cost more large established company that (and is the only company in the than the total value of his inventory! manufactured Air Coolers in Mexico industry to have a Govt. recognised But, it helped catapult the brand was carrying a huge debt and was Lab) and continuously improves its instantly into public view. So convinced about to go belly up. Bakeri was design capability. It uses Market was Bakeri in the power of a good confident in being able to restructure Research to validate its findings and brand that in 1988-89, his ad budget the operations of this, the largest believes firmly in using the power of was a crore while turnover only Air Cooler manufacturing plant in the touched ` 40 lakh. In 1990, Bakeri set world. Using the financial techniques creativity to build brands. Even when up a pan India distribution network and he had learned in the course of the chips were down, the brand was took the brand national. Using only acquiring an MBA degree, he set about kept in public view and once the 3 TVCs a week on Doordarshan, negotiating very attractive terms. The financial problems were resolved, it Symphony became a household name. rest was history. bounced back seamlessly with a big bang. The company expects to In 1994, the company went public with Symphony became one of the first maintain a scorching growth rate of an IPO which was oversubscribed Indian multinational companies with a 34% targeting the 26 crore households 3.5 times. This heralded the entry of presence in more than sixty countries. in India that have only one or no fans.

15 The Highlights

MICA - Campus Snippets

Management and New Social Media: The Christian Experience in India' at the ARC Developments Round Table in Bangkok. The paper Programmes analysed contents of a sample of both traditional and new social media from A MICA MDP on “Bridging Gap in the perspective of inter-religious and Health Communication” was held for intra-religious communication, looking participants representing the closely (and critically) at how Governments of Gujarat and Madhya developments in communication Pradesh, FHI – 360 and Leprosy technology have influenced religious Mission, from 14 to 16 October 2014. content, the mode of address and Led by Dr. Arbind Sinha, the religious discourse itself, in the context participants gained an in-depth insight of a multi-cultural and multi-religious on the theoretical as well as field India. Mahindra War Room was created to realities of programme implementation position the Mahindra Group, among and learnt a practical approach to Prof. Rasananda Panda delivered a B-school students, as a global talk on “Disciplining Child through effective Health Communication federation of diverse businesses, united Punishment: A Parent's View” in the Management, with situation analysis, by the brand, purpose, values and case study and discussion on strategy valedictory session at the National culture that Mahindra represents. and planning. Seminar on “Discipline with Dignity and Child Rights” at the Department of Mahindra War Room, first Extension and Communication and commissioned in 2007, is Mahindra's UNICEF at Maharaja Sayajirao spearhead campaign rolled out in top University, Vadodara (Gujarat). Business Schools in India, to create excitement and transform perceptions, The Mahindra War Room Season 7 while attracting and engaging top notch B-school talent to creatively respond to live and realistic business issues through a fair and rigorous process of MICA organised another three-day evaluation. residential MDP on "Effective Leadership Communication in Team Erudites comprising Paarmi Organisations", from 25 to 27 Modi, Pooja Shirali, Akansha Boaz and November 2014. Led by Dr. Shubhra Neeraj Raje, put forth a very detailed P. Gaur and Dr. Saumya Pant, the analysis of the Tractor Industry – Rural MDP focused on communication, Markets and were awarded a cheque leadership, challenges and worth ` 25,000. Their campaign futurescapes of effective leadership in On 13 November 2014, MICA played concept ‘Aapka Surya, Aapke Liye’ was organisations. Within the context of host to the West Zone evaluation round much appreciated by all three effective leadership, this MDP created of the Mahindra War Room, with seven panellists. an interactive environment and MICAn teams in the top nine. The addressed themes pertaining to the remaining two teams were from the Team Nitishastra who implemented an role of culture, gender, power and its Welingkar Institute of Management in-depth analysis of the two-wheeler sources; organisational goals; Development & Research and K. J. scooter segment bagged the first self-reflection and discovery and the Somaiya Institute of Management position. They were presented with a approaches and styles of a pro-change Studies & Research. cheque of ` 40,000. leader. All nine students belong to the The well-researched and detailed 20th batch of PGDM-C, MICA's campaigns presented by Nikhil Saraf, Other Events flagship two years programme. The Darshan Shah, Priya Bajaj and campus winners subsequently Maitrayee Chandorkar got a special Prof. Keval J. Kumar presented a participated in the Grand Finale held at mention from the panellists – paper on ‘Communicating Religious Mahindra Towers, Worli, Mumbai on ‘Ab Manzil Door Nahi’ being one of the Dimensions of Culture in the Traditional 19 November 2014. clear favourites.

16 The Highlights Best of DDB Worldwide

MLS Series In conversation with MICAns, Debarpita Ubisoft | Advanced Warfare Release | Ant Farm Los Angeles Banerjee, Vice President, Marketing Entertainment advertising agency Ant Vineet Nayar, ex-CEO HCL and Communication, NGC Networks and Fox International Channels, India Farm( a wholly owned subsidiary of Technologies Limited and founder, DDB Worldwide and Omnicom) teamed Sampark Foundation took a special talked about Marketing and Branding in a session facilitated by MICA Lecture with video game industry leader and session on Leadership for MICA long-time client Ubisoft to produce a Series (MLS) at MICA, on 1 November students. new trailer featuring the creative 2014. A literature graduate from partnership between Glassnote St. Xavier's College, Kolkata, Banerjee Recording Artist Childish Gambino was also an alumnus of Clarion College clear favourite of every MICAn. The and the upcoming “Far Cry 4” game. of Communication and IIM Bangalore. speaker for the session was Manish For the trailer of “The Collaboration”, In her lecture, she shared her vast and Agarwal, CEO of Reliance Ant Farm and Ubisoft created a live film to create a stunning musical journey The chance to merge cutting-edge diverse experience of working in Entertainment Digital. Agarwal started that combined gorgeous documentary through the world of “Far Cry 4”.The game-play footage with a unique advertising and now in the media off by discussing the evolving digital footage of Childish Gambino followed goal for this trailer was to emphasize musical talent was an exciting and consumer. According to him, the high industry. by a game play-directed trailer set to the perfect pairing of the song and welcomed opportunity to produce growth in penetration of smartphones Childish Gambino’s hit song “Crawl”. game, and give fans a memorable a unique and stylized film that was has resulted in heavy consumption of Ant Farm’s directorial team provided its musical and visual experience that is both memorable and compelling to On 10 October 2014, MICAns got an Guest Lecture by Anisha Motwani, entertainment and also in the usage of heralded game-play cinematography authentic to both artistic groups. the brand. opportunity to witness Vineet Nayar, Director, Chief Marketing & Digital games. Rise in agility too, has given HCLT’s ex-CEO and the author of Officer, Max Life Insurance. marketers the power to create tailored Harvard Business Press bestseller games that can engage the user for Vancouver Opera | Powerful Street Art Initiative | DDB Canada ‘Employees First, Customers Second: MICA Lecture Series facilitated an longer periods. Turning Management Wisdom Upside engaging industry interaction in the surprise new audiences in their Down’ (Harvard Business Press, June area of insurance, clearly a growing He also touched upon the digital community around the city of 2010) in action on campus. Known for industry today. The speaker for the entertainment business, by briefly Vancouver.Each mural was tagged, both his business expertise and session was Anisha Motwani, Director, explaining the Netflix model and the “There’s a monster in all of us”, and thought leadership, Nayar left the Chief Marketing & Digital Officer, challenges it faced. encouraged people to visit audience spellbound with his insights Max Life Insurance. www.stickboyopera.cato explore and occasionally, with his sense of sketches from each piece, read the humour. He recounted how he defied A versatile business leader Motwani MICANVAS artist’s statements and purchase the conventional wisdom that spoke about her journey at Max Life tickets. Users could also share their companies must put customers first Insurance where she spearheaded a own stories about bullying and and then turned the hierarchical fresh wave of marketing and advertising Vancouver Opera’s production of street art initiative that profiles the contribute their own monster pyramid upside down by making the campaigns across print, digital and Stickboy is a courageous and visually work of four Vancouver artists: Nick interpretations to the gallery.The awareness initiative also included a management accountable to the electronic media. Motwani started off stunning opera, which explores the Gregson, Carson Ting, Ben Tour and inner life of a young boy transformed Ola Volo.Commissioned to create series of provocative posters that employees first and not the other way by discussing that the business of by bullying. To promote the show to a murals that interpret their own inner confronted passers-by with aggressive around. By doing so, he fired the insurance is the business of life. It is all younger audience, Vancouver Opera bullies as monstrous graffiti shadows, statements to inspire reflection and imagination of the employees as well as about human aspirations. She explained the customers and thus set HCLT on a and DDB Canada created a powerful the artists’ work were placed to empathy for those who were bullied. how Max Life positioned itself journey of transformation that has differently, by choosing print media to made it one of the fastest-growing and MICA’s annual marketing fest, portray their insurance advisors as Workplace Gender Equality Agency (WGEA) | Daughter Water | DDB Sydney profitable global IT service companies MICANVAS held from 14-16 November honest, when the industry suffered from and according to the Business Week, 2014 was inaugurated with a the perception of mis-selling. She made With as many as 73.7% of CEOs one of the twenty most influential MINDSPEAK session with Yogesh a very important point that it is always having never undertaken a gender companies in the world. Bellani, CEO, FieldFresh Foods Ltd., good to put one’s own self on the other pay gap analysis, it was clear that followed by a Panel Discussion on “Is many were unaware of their current side and think as a consumer. This Content Marketing the Next Step in results in creating more personal standing in respect of ensuring Guest Lecture by Debarpita Marketing Evolution?” featuring industry workplace gender equality. To raise Banerjee, VP - Marketing & touchpoints. She also emphasised on stalwarts, Kunal Jeswani (Chief Digital awareness, DDB Sydney and the Communication, Nat Geo and Fox the importance of transparency and Officer, Ogilvy India), Rajeev Sathyesh WGEA created Daughter Water, a International Channels, India. knowledge. (Country Marketing Manager, Gillette India), Sanjay Tripathy (Sr. EVP drink that was sent to over 3,000 Marketing, Product, Digital & CEOs across the country who had DAUGHTER WATER , a drink data that allowed CEOs, HR Directors Guest Lecture by Manish Agarwal, E-Commerce, HDFC Life) and Sanjay not undertaken a pay gap analysis, or “scientifically” designed to help CEOs and individuals to see where their CEO of Reliance Entertainment Mehta (Evangelises Social Media as were not currently taking action in this conceive a girl was designed. company was on this journey. The Digital. Speaker/Writer, Entrepreneur and Joint area. Research showed that when a A content film was also created and site could also send an email on CEO – Social Wavelength). The panel CEO had a baby daughter, the pay a micro-site was designed behalf of the individual to their MICA Lecture Series facilitated an was moderated by Pradyuman gap in their company shrank. To get (www.inyourhands.org.au) that CEO – either praising their status, or engaging industry interaction in the Maheshwari, CXO and Editor-in-Chief, more CEOs to have daughters, offered transparency by publishing asking them to act. area of Gaming and Entertainment, a MxM India.

17 18

HotStuff Book (Page 17 - 18 Gate fold) Size : (W) 232 + 222 X (H) 345 mm The Highlights Best of DDB Worldwide

17 18

HotStuff Book (Page 17 - 18 Gate fold) Size : (W) 232 + 222 X (H) 345 mm Best of DDB Worldwide

John Lewis | Monty the Penguin | adam&eve DDB London Lyle & Scott | 140 Series campaign | DDB South Africa The Breast Cancer Foundation (BCF) | Social Awareness Campaign | DDB Group Singapore To commemorate Lyle & Scott’s 140-year anniversary and well-respected artists in the South African art world participated. introduce the limited edition capsule range to the market, Each of the 140 artworks created was displayed at an exclusive DDB South Africa created the “140 Series” campaign gallery event and then sold in an online auction open to the public. aimed at one of Lyle & Scott’s core audiences, Creatives. Art enthusiasts from as far away as the United Kingdom bid on From illustrators to fine-art students, Lyle & Scott called these exclusive pieces, whereby payment was then made to the upon the creative world to produce an art piece depicting respective artists. The “140 Series” campaign went beyond simply each year that it had been in existence. Each year was commemorating 140 years of Scottish heritage. It also increased examined for a remarkable event of that year, and artists brand awareness in one of its core markets and increased from across South Africa joined in to help bring the talkability about the campaign, increasing impressions to more At John Lewis, this time of year is all about helping its campaign to life. Both novice and some prominent and than 3,500 per day. customers create their dream Christmas. This year, they scored a major hit with "Monty the Penguin", which told the story of friendship between a little boy, Sam, and his penguin friend, Monty. They played together all year but as the weather turned cold, Monty got sad—and only Sam realized what the problem was. The ad really had everything—a wonderful premise; a character that tied perfectly into the The Breast Cancer Foundation (BCF) in Singapore season; great CGI (by MPC); charming and hilarious vignettes partnered with DDB Group Singapore to remind women that developed the story line quite impressively; a fantastic of the importance of regular breast self-examinations in soundtrack (John Lennon's "Real Love", as sung by Tom the midst of their busy lives. To communicate this, the Odell); and a lovely ending that really capped things off. The agency created prints featuring social media logos with uplifting tale of Sam's love for his friend Monty reminded a twist. Each logo was slightly tweaked to resemble a people of the magic of Christmas through a child's eyes and hand conducting a breast self-examination, with the inspired them to think how they could make the festive copy urging readers to dedicate time to checking his/her season extra special for their friends and loved ones. Within breasts instead of social media. The campaign was just four-and-a-half hours of launch, the new spot generated supported by an online appeal to Facebook, Twitter and some 73,871 shares in total. Instagram, urging them to adopt the unique logos during Breast Cancer Awareness Month. Volkswagen | Polo Equation | DDB Spain

“Ecuación Polo” is a Twitter-based advergame that KLM | Lost Property Service | DDB & Tribal Amsterdam Chevrolet | Throwing like a Girl | Spike DDB New York Sky Television | Fans before Fame | DDB New Zealand connected Volkswagen and its younger model, the Polo, with millennials through a fun “real life meets online” Chevrolet is celebrating Little League World Series pitcher, experience. Following the already crazy 360º campaign Mo’Ne Davis, in a World Series Game 1 spot, created by “Having a horse is cool, but having a Polo is cooler”, DDB Spike DDB New York. Spike Lee directed the new 60-second and Volkswagen created a real story where the horse and commercial, in which Davis narrates by voiceover, along with the Polo had to travel through Spain to reunite. As in a a documentary featuring interviews with her family, coaches classic math problem, users had to solve where the two and teammates. Chevy found obvious concord between its would meet by playing a strategy game where they had to conquer, steal and fight to protect their selected meeting points. The whole journey was webcast live with tweets,

Every week, KLM receives 40,000 questions via social media. One of the most asked questions is about lost items. This inspired KLM to set up a dedicated Lost & Found team that used all available information like seat SKY Television wanted Kiwis to see how far some of the number, phone numbers and public social media details to world’s biggest superstars currently appearing on SKY reunite passengers with their belongings. Despite the have come on their own journeys. So, they invited challenge of locating the owner, first results showed that over 80% of the found items could be reunited with their audiences on a journey into their amazing world of owners. DDB & Tribal Amsterdam launched a campaign content every day. Casting tapes of Bruce Lee, Seth focusing on this service, by presenting a new team “baseball and hot dogs” positioning with US consumers and Rogan, and Aaron Paul were featured in an extension of pictures and Vines and the game reached outstanding levels member – Sherlock the Dog; an adorable beagle who the brand new bit of Americana represented by Davis, the SKY Television’s “Come with Us” brand campaign from of engagement: the campaign became trending topic with sniffed out the rightful owners of lost property items, 13-year-old Philadelphia girl who wowed everyone with her DDB New Zealand. They offered fascinating glimpses of 266,000 hashtag mentions; Volkswagen Spain´s Twitter before the travelers even realized they had left things stellar performance in last summer’s Little League Baseball these stars before they became famous.Each of the follower base increased 36%; more than 30 million impressions were generated and dealership visits increased behind. A video clip featuring the dog went live on World Series. The new 60-second spot began running during films combined real footage from original casting tapes 40%. Best of all, it was published by Twitter as best practice YouTube at the end of September 2014 and racked up Game 1 and Chevy posted a 16-minute documentary about with a brief clip showing them in a key role that went on and won the only Spanish Effie in the automotive category more than nine million views in the first 10 days. The views her on its website as well. In the spot, Davis says, “I throw 70 to help cement their career. The campaign proved to be this year. are now over 14 million and counting… miles an hour. That’s throwing like a girl.” a natural extension to their invitation ‘Come with us’.

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HotStuff Book Issue (Page 19 - 20 Gate fold) Size : (W) 222 + 232 X (H) 345 mm Best of DDB Worldwide

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HotStuff Book Issue (Page 19 - 20 Gate fold) Size : (W) 222 + 232 X (H) 345 mm Best of DDB Mudra

Future Group | 12 Months Free Shopping Festival | Volkswagen Polo | Power when you need it | Livon | Moroccan Silk Serum | DDB Mudra North DDB Mudra West DDB Mudra West The three-film campaign ('Facebook', 'Anniversary' and 'Movies') Be it design, performance, safety or overall driving demonstrates how the Polo's powerful new engine helps people zoom their way out of sticky situations. The message is - 'Power, experience, Volkswagen has delighted India with one when you need it'. innovative, well-put-together car after another. In the second installment of the New Polo campaign, DDB Mudra West used the new Polo’s USP of 1.5L TDI engine to great use in its proposition: Power, when you need it. With many refreshing additions on the inside and outside, the New Polo also has a powerful 1.5L TDI engine that generates an impressive 90PS horsepower and 230Nm of torque. This makes it perfect for today’s get-it-done-yesterday world. The media roll-out Diwali is the biggest shopping season in India and, Future Group consisted of three sharply executed 30-second TV brought all their different store formats from Big Bazaar, Food commercials, along with a series of tongue-in-cheek Livon, the No. 1 seller of serums in India* wanted to increase the Bazaar, FBB, Central, Ezone, Home Town, Brand Factory and ‘I am print ads, digital and outdoor implementations. serum usage in India and faced their biggest challenge as consumers In’ onto a common platform so that customers could shop at any in India question the need to add a leave-in conditioner to their daily Future Group store of their choice, to get never before cash back regime. They introduced the New Livon Moroccan Silk Serum with and benefits which could be encashed on a monthly basis for the Sony Max | Deewana Bana De | DDB Mudra West precious Argan oil at an accessible price point. Aiming to cater the entire year at any of the Future Group Store. The Teaser films hair desires and beauty aspirations of Indian women, they focused depicted people abstaining from shopping or not letting others shop on the premium and exotic contents of their product which result in as they preferred to wait till 1 October 2014 when The 12 Months tangle-free, smooth and gorgeous hair that breaks less. The TVC, Free Shopping Festival kicked-off – in order to plunge headfirst into a shot entirely in Morocco displays the mystique and charm of shopping binge. The Main films had a roving camera catch people Moroccan settings and the effect of the Moroccan Silk Serum on hair red-handed with a massive amount of big ticket purchases offering – making hair smooth, detangled and gloriously beautiful. The exotic unconvincing reasons to the camera (in a sing-song) for doing so. locales and the lilting tone of the film heighten the feeling of A recurring chorus, however, called their bluff throughout. Towards preciousness associated with Argan oil and creates a certain the end, the shopping scheme itself was depicted with a unique mystique and romance about its provenance. Hammer Game device as seen in amusement parks. All this, *Based on value sales. set to a peppy tune.

Tupperware | The Preferred Gifting Option | Hewlett-Packard | #BendTheRules | RAPP India DDB MudraMax- Experiential

Sony Max rolled out the latest version of its ‘Deewana bana de’ differentiation is very minimal in the industry year-on-year campaign which consists of three TVCs. The TVC titled ‘Dhoom’ Sony has tried to ensure it is top of mind and in the is set in a village and shows a groom getting impatient as he and hearts of viewers is through strengthening emotional his family travel at a slow pace on a tuk-tuk. he urges the rider to connect with the large base of viewers and to build on move faster as it’s his first wedding. This has no effect so one of the relationship they have with Hindi movies. It also India has one of the youngest populations in the world, and keeping Tupperware is one of the most trusted brands in houseware, as its the family members starts humming the tune of the title track wanted to be a lot more intrusive in the kind of audience the needs of the millennials in mind, HP offers a range of stylish, products are made out of 100% food grade virgin plastic and each yet productive notebooks, tablets and hybrid devices that will enable from Dhoom and the rest joins in. This inspires the rider and and continue to set benchmarks in the market. The new product comes with a life time warranty. This festive season, them to go that extra mile. Through the #BendTheRules Digital undergoing a transformation he starts speeding. The film ends campaign is all about infecting people with passion and Tupperware came out with a special range of products which were campaign, Hewlett-Packard (HP) brought alive the philosophy of with the rider performing a wheelie. The voice over says ‘Ab khul love for this great Indian cinema and to encourage price friendly, useful and health friendly, thus making them perfect #BendTheRules by showing the new generation how a computer ke phailegi deewangi’ (The madness will spread). Since product people to see the lighter side in every walk of life. gifting options. Two engaging games were designed to establish that literally bends in half can help them bend the rules. Thus inspiring Tupperware as a preferred gifting option - Decorate Tupperware gift them to revisit the notion of what’s possible. Too often, brands shy basket, in which people had to decorate a gift basket with away from leveraging the potential of digital and use it just because Fastrack | Keep Trippin’ | 22feet Tribal Worldwide Tupperware products and Guess it Right, where the participants a large part of their TG is on it. With this campaign, HPL tried to Fastrack got trippin' with an interactive video conceptualised by were briefed about the festive collection products and they had to change that by going digital with something that the millennials Almara Films and 22feet Tribal Worldwide. The interactive digital find out the same products from a Tupperware product basket while would find interesting. Contrary to the trend, the idea of film that showcased its range of products was a 3-minute blindfolded. To reach out to maximum audience the on-ground #BendTheRules was ignited on digital first and then flamed further 45-second film which was rolled out across social media with the TVC featuring Deepika Padukone. On digital, the bend the platforms on 17 October 2014. The film was later launched activation was implemented at various malls across major cities of rules promise was communicated with a widely sharable video on 15 November 2014 on a microsite that could be viewed India including Mumbai, Delhi, Bangalore, Hyderabad, Chennai and featuring stand-up comedian Abish Mathew. What was interesting across devices. Here the video viewers could buy Fastrack Kolkata. The winners of the games were gifted Tupperware was how HP leveraged digital and social platforms to engage with goods as well. Viewers were able to pause it with a single click, hampers. The activity helped the brand to reinforce its positive the millennials’ and build conversations further. receive details on a product they liked and purchase it instantly. image and reach out to the consumers on a personal level.

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Tupperware | The Preferred Gifting Option | Hewlett-Packard | #BendTheRules | RAPP India DDB MudraMax- Experiential

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Tresca | Dress up for the Moment | DDB Mudra West Smirnoff Black | Bold & Unexpected | TracyLocke India The unchanging heart of storytelling

In September 2014, I was asked to The way a message is disseminated The concept of survival of the fittest is present my thoughts on the art of may have changed, but the importance important for businesses today. In the storytelling and the power of creativity of the foundation of a story has not broadcast era, if you spent enough at the Asian MICE Forum, a business changed and will never change. media dollars you could get your conference that was held in Taiwan. message out to the masses. With a 650-strong audience from a vast Bill Bernbach, our founder, knew this Now, as like our distant past, the range of industries, I spoke about the sixty years ago. In a talk on the future crowd decides whether a story lives or brand story and why every organisation of advertising, he spoke about new dies, is shared or dropped. It needs to should have one. inventions and not to rely too heavily on capture someone’s attention and it has them, because they are not going to to touch them with emotion. They need Storytelling is part of our human create a great new idea. He said, to care. Care enough to remember the culture. It’s how we have evolved and “Getting an idea is far more important message for it to connect in the first survived as humans – and in this social than all the technology in the world.” place, care enough to want to pass it Tresca is the most premium fabric brand from Arvind and Vodka as a category in India is considered as cool and on and care enough to change their media world of 140 character updates That’s because mankind’s obsessive denotes contemporary international style and luxury. To stylish, but it loses out to premium IMFL and scotch which own behaviour. – it’s more important than ever before. and eternal drivers have not changed create a distinct identity for Tresca in the premium suiting is preferred for special occasions, on account of and will likely never change. We need to balance our obsession with and shirting range, it was positioned as the Fabric for sophistication and masculinity. Enter Diageo’s new offering, Many have said that with social media, technology and get back to telling Special Moments of life. Everyone has important moments Smirnoff Black – it’s Bold and Unexpected. Perfect for step storytelling is dying. Storytelling is far At a time when we are bombarded with compelling stories. To succeed brands in their lives. Be it the first big meeting, the first official up occasions. To drive this proposition to the shoppers, from dying. Social media lets everyone information, when we have a choice, will continue to need a compelling and overseas trip or the first proposal, a person always TracyLocke created unique display units using Abstract Art tell stories in a whole new way. We are and I think we do have a choice – of consistent story based on human cherishes these moments. Tresca was presented as an as a design solution. Abstract Art by definition creates a all storytellers. what to read… and more importantly insights that move and excite the offering which completes such ‘moments’. And, since sense of boldness, as well as the sharp lines and edges what to share… storytelling is more consumer. these moments do not come every day, it was important to make it edgy. A design like this had never before been used Winston Churchill once said, “If you important than ever before. dress up impeccably for the occasion. The media roll out in this space and was something that shoppers were not want me to speak for two minutes, it Social media, the internet and technology are great state-of-the-art concentrated on print medium to bring out the attributes of used to seeing, making it unexpected. Clutter breaking will take me three weeks of Jonah Sachs, who wrote ‘Winning the tools to disseminate messages, but the the fabric through strong visuals. All the elements visibility was created with innovative units which preparation… if you want me to speak story wars’ believes social media has power of storytelling resides in ‘state-of for an hour, I am ready now.” One of combined, brought out the importance of a moment, with a communicated the brand personality. Both unique and taken humans back to the origins of the-heart’ and that’s something that I close shot of fabric to emphasize its texture. The layout unexpected, the design idea was translated into various the West’s most impressive leaders… storytelling. am pleased will never change. conveyed a story supported by the proposition ‘Moments design elements, while incorporating the key brand colours I wonder how he would have used are rare, so is the fabric.’ of black and red. social media to persuade his audiences today? Oral Tradition (Nearly all of human history) Broadcast Digital era Shine.com | Mr M at Cyber Hub | everyone owns ideas ideas are exclusive everyone owns ideas DDB MudraMax - OOH In the States, every few days, more property of the creator than a billion tiny stories are generated messages move through messages broadcast messages move through Shine.com wanted a disruptive outdoor innovation to follow social networks one to many virtual social networks by people around the world on Twitter. through on Its TVC released in December which portrayed survival of the fittest survival of the richest survival of the fittest These tweets are being archived by the stories dominate many ways to speak stories dominate Mr M, a talking mouse as its brand mascot. Cyber Hub library of Congress. Its mission – to tell to captive audiences being the most happening touchpoint in the heart of Cyber the story of America – 170 billion posts City, one of the busiest corporate hubs with about 5 lakh and counting. We are all storytellers. visitors daily, was found to be the best place to showcase In the oral tradition when we were the mascot. Using a one-of-a-kind outdoor installation, a sitting in our caves, we were drawing giant mouse was moulded around an iron cast frame using The ability to tell stories has changed on walls and we owned our ideas. hard thermocol and cloth. To make Mr M look as realistic as immeasurably with tools such as possible, the face, hands and tail were coated with cotton twitter, facebook, WeChat and Weibo. In the broadcast era, ideas were the fur. The mouse had custom made trousers, shirt, tie and a Just these four channels alone have a exclusive property of the creator. waistcoat, everything that a giant corporate professional combined universe of nearly four billion And now, we’re moving back to mouse needed! The structure was fabricated by Purrfect, people… more than half the world’s everyone owning their own ideas again. a specialised production house. The 25-foot, well dressed population. The ability to convey a story We are moving back to the era mouse on the prowl for recruiting soon became the talk of created in one place to an audience in John Zeigler, the town with people stopping, clicking pictures and another – on the other side of the world where messages are shared through Chairman & CEO / DDB Group tweeting and posting on various social media sites. – in seconds is mind blowing. social networks. Asia Pacific, India, Japan

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HotStuff Book Issue (Page 23 - 24 Gate fold) Size : (W) 222 + 232 X (H) 345 mm Best of DDB Mudra Thus Spake Zeigler

Tresca | Dress up for the Moment | DDB Mudra West Smirnoff Black | Bold & Unexpected | TracyLocke India The unchanging heart of storytelling

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Madhukar Kamath Sonal Dabral Ashish Mishra

Ashish Mishra, MD Interbrand India was invited to give the keynote address at the 13th MMA All India Management Students Convention 2014 held in Chennai on 11 October 2014. He also released a special issue of the book called Business Mandate along with Sonal Dabral, Chairman and Chief B. Santhanam, MD, St Gobain Glass Madhukar Kamath was honoured at Creative Officer, DDB Mudra Group India Ltd. The Xavier School of Management was invited to be a judge at two (XLRI) Jamshedpur’s ‘Distinguished prestigious global awards events. Alumnus Awards Ceremony’ on 8 & 9 November 2014. The first was the LIA where Sonal participated on the 2014 Non-Traditional Twenty four prominent alumni of the judging panel which was led by Mark institute who had made a significant Tutssel, Global Chief Creative Officer at contribution in their field of expertise Leo Burnett Worldwide. The judging received the Distinguished Alumnus took place at the Encore Hotel, Las Trophy from Fr. E. Abraham S.J., On 14 November 2014, Ashish was a Vegas from 4 to 7 October 2014. Director, XLRI. Madhukar received the guest speaker at the National Seminar Distinguished Alumnus Award on Valuation at Hotel Orchid, Mumbai. The second invitation came from the (Practicing Manager). The seminar was organized by the Kancil Awards, Malaysia’s most Corporate Laws & Corporate Governance XLRI is one of the top rated private prestigious awards event that Committee of the Institute of Chartered management institutes in India founded celebrates creativity, and salutes the Accountants of India (ICAI). in 1949 by Fr. Quinn Enright, S.J. in the people who make great ideas happen. ‘steel city’ of Jamshedpur. Over the last Sonal was requested to lead the He spoke on the topic “Intangible and six decades, it has grown into a Entertainment & Branded Content, Film Brand Valuation – Recent Global Trends”. top-ranking business school with a and Film Craft categories as Chief wide portfolio of educational Ashish also participated in the third Judge, and be part of the main jury for programmes. Its alumni are spread edition of Designomics Awards which is the remaining categories. around the globe and have an annual award platform that recognises Businesses, Creative demonstrated responsible business He was also invited to share his leadership in their organisations. Agencies and Students that integrate thoughts with industry professionals design thinking and creative processes during the Judges Forum, and to Madhukar was also invited to join the to bring positive change and lucrative panel discussion at the launch of students during Portfolio Night. results. THE INDIA WE WANT competition by CII Western Region. The session was Ashish was also invited to be the Chief held on 13 November 2014 at the Guest at the World Marketing Congress Podar College and was immensely and to give away the awards to the top enjoyed by students and staff. 1000 most talented Marketing Leaders.

HotStuff Book Issue Size : (W) 235 X (H) 345 mm Pecking Order

22feet Tribal Worldwide rated amongst forty best

A new initiative from global consulting in Australia, GoZoop in India, Dentsu digital solutions provider offering web firm, R3, showcased forty of the world’s Razorfish in Japan and Socialab and and mobile-centered services. Through best Social Media agencies. Teein in China. a comprehensive understanding of user The report was compiled based on desk behaviour, 22feet Tribal Worldwide The report, which assessed agencies research, case studies and R3’s provides brand strategy and creative based on the calibre of their clients, how experience working with clients such as strategy for the digital marketing space. well they’ve fared independently of a Unilever, Coca-Cola, VW, McDonald’s, Comprised of 135 team members, network owner and their creative and Samsung, adidas, AB InBev, Walmart, they have done work for brands Microsoft and Kimberly Clark. strategic credentials, featured DDB such as Fastrack, TATA Tea, Nike, Mudra Group’s 22feet Tribal Worldwide. In its report, R3 dubbed 22feet Tribal Worlwide, an Indian Social Leader and Wildcraft, Red Bull, Royal Enfield, Kingfisher, Heineken, Myntra.com and Other APAC entities on the list included listed its top clients. Café Coffee Day. the Singapore office of Vocanic, China’s Headquartered in Bangalore, 22feet Arkr Group, Soap Creative and Reborn Tribal Worldwide is an independent

HotStuff Book Issue Size : (W) 235 X (H) 345 mm Guts & Glory

Campaign Asia Agency of the Year Awards 2014

Bhardwaj and Kritika Nagpal in Delhi, silver again repeating its performance Priyanka Agrawal, Navdeep Nijjar, from the previous year. This makes Ameya Joshi and Daksha Dixit in it the fifth year in a row that Mumbai were adjudged South Asia DDB MudraMax made it to the podium. Talent Management Person / Team of the Year. This category was introduced for the first time this year and hence the win is significant.

Another category introduced this year was South Asia Corporate Communications Team of the On 9 December 2014, Campaign Year and the team of Neeti Nayak Asia hosted the South Asia Agency and Pilloo Mullan bagged the of the Year awards in Mumbai. Runners-up Award for their Internal, DDB Mudra Group romped home External and Social Media with a very valuable gold and two Communications. They have won the gold three times in extremely creditable silvers.Rita a row, in 2010, 2011 and 2012. The Verma and her LLC team consisting Finally, in the South Asia Specialist MudraMax team is led by Mandeep of C Arul in Ahmedabad, Srinivas Agency of the Year, Malhotra, Aneil Deepak and N P Chandar in Bengaluru, Sujata DDB MudraMax brought home a Sathyamurthy.

Campaign Brief Asia’s The Work 2014

Hill Hold Function Bi-Xenon Headlamps Automatic Distance Control

This year Campaign Brief Asia had a winner at a creditable local, regional total of 392 entries accepted into or international awards show. The Work 2014 from 142 different top advertising agencies around the Asia DDB Mudra Group had the honour of Pacific region. Now in its 12th year of having four of their campaigns publication, The Work is a 400-page, featured in The Work 2014. hard cover publication that features They were as follows: the very best advertising of the year from Australia, New Zealand and • VW Identity Asia. The Work is not about the number of entries submitted by each • VW Mood board Rearview agency - it's about the quality of those entries. To qualify for entry the • Tata Tea Push the Pin ad or campaign must have already passed the test and been a finalist or • Home Town Customised Furniture

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Vijith Vijayan

championed art through creative houses vied for this honour as the First collaborations, and now it decided to prize consisted of ` 5 lakhs and a free give talented artists a chance to be the trip to Sweden, plus of course the next collaborator and put their own honour that the design would be used spin on the iconic bottle. in the product launch.

Thus, the Absolut Bottle Design Absolut is one of the world’s most Contest was initiated and conducted/ iconic brands. For over 30 years, managed by Talent House. Absolut has collaborated with the

22 September 2014, the day the results of the Absolut Bottle Design contest were announced provided Vijith Vijayan, an Art Director from the Bengaluru office ample cause to The challenge was to create an creative world and the collection today celebrate. For he was declared the India-themed design. Distill what is comprises more than 800 works from 1st runner-up in this contest and most loved about India into a fresh, artists such as Andy Warhol, Francesco awarded a prize of ` 2 lakh! inventive design that provides a taste of Clemente, Louise Bourgeois, India. The chosen design would be Rosemarie Trockel, Angus Fairhurst, But, let us start from the beginning. printed on the Absolut India bottle. Jan Saudek, Béatrice Cussol & Anish The liquor firm Pernod Ricard wished Kapoor. to launch their new Limited Edition Thousands of art directors and Absolut India bottle. Absolut has long designers from agencies and design

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Ankit Bellani

He reached Brasil, and after a refreshing Not being able to speak Portuguese trip to Rio de Janeiro, headed to Porto was a barrier, but the whole vibe and Alegre, the World Cup base. The energy of the place more than made up for it. People in Brasil were excited to volunteers underwent training in their see someone coming from halfway areas of work. He was an access control around the world to volunteer at such volunteer, which was a specialized team an event. of accreditation. Ankit Bellani, Business Development “The month of June passed in a day. Executive, 22feet Tribal Worldwide has His team of 9 access control volunteers From working at the stadium, to dinners a passion for motorcycles and being an was supposed to make rounds of the with other international volunteers, to avid traveller, he keeps updated on the stadium and the nearby areas, to ensure Caipirinha house parties, the whole world highlights. One day on a blog he experience was amazing from a point of that the staff members in that area were learned of the possibility of being a view where I got to be a part of working in their designated positions. volunteer for the World Cup. So he something so big, getting to meet so Security at a World Cup stadium is applied, went through several rounds, many people from around the world including Skype interviews, online paramount, and during match days, (there were volunteers from Germany, exams, language proficiency tests, and they worked all around the stadium, Costa Rica, Hungary, Colombia, Peru, finally got a job offer letter, in early April helping the fans, and making sure there Paraguay among others), watching the after a two-year process. was no chaos. World Cup winners play,” said Ankit.

Anujit Roy

An ingeniously creative group head (art) laurels include being featured in from DDB Mudra North, Anujit Roy is a Imaginarium Italy, Elle, Bazaar, Blur specialist in visual branding and Croatia, Shot Mag Rome, Stark NYC integrated design strategy. But it is his among many others. And to top it off, eye for Black & White portrait Anujit has had the pleasure of also photography that turns heads. shooting Sonal Dabral. No make-up, no artificial light, no known models and only dusky complexion. These are the filters that he utilses in his work helping him stand out in the photographic society. From working with clients like Volkswagen to being featured in Vogue Italy, Anujit is living proof that professional aspirations and personal ambitions can go hand-in-hand very well. A few of his

Mehul Choksi

Mehul Choksi, Senior Artist - Gutenberg a silver medal. We trust he will keep up Networks India, Ahmedabad has done it the good work and will bring home a again. Last year at Khel Mahakumbh gold in 2015. 2013, organised by the Government of Gujarat, he won a Bronze Medal at the Mehul has been with DDB Mudra for the All Gujarat Chess Competition. This year last 26 years. he bettered his performance by winning

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Andreas Krasser Associate Planning Director DDB Group Hong Kong A Job Profile for the Post-Digital Planner

“What is it you do anyway?” As a I, however, believe we’ve already moved at Scholz & Friends argues that the core planner and despite being an advocate far beyond such distinction. principles of getting from A to B haven’t for simplicity, I have not yet been able to changed that much; our job still is about As Simulmedia’s David Cooperstein answer this simple question within 140 figuring out the best way to reach B, the explains, the old era of siloed digital characters or less. only difference nowadays is that A and B marketing has ended and a new era of constantly move. A post-digital planner, I’d normally start off by saying something post-digital marketing in which digital therefore, should combine the best of about uncovering consumer insights to innovation is seamlessly merging with both worlds: the problem-solving inspire creative work; then talk about traditional communication fundamentals, mindset of a traditional strategic planner developing integrated campaign has begun. So rather than struggling to and the digital know-how and toolboxes eco-systems and digital roadmaps. And distinguish between traditional and digital of a digital strategist. Still too vague? finally throw in some buzz terms, such planners, shouldn’t we actually be Let me tell you what the three core duties as user engagement strategy or social defining a job profile for the post-digital of the post-digital planner are and why sentiment analysis. planner? these matter in making a difference to Or as Chris Kocek, author of The Practical Take what Maria Tender, Director of clients’ businesses. Guide to Account Planning said “We Brand Planning at DDB New York says • Core duty #1 – attitude & behavioural (planners) are asked to do so many about today’s planners. They need to be insights: things that it’s fair to say we do it all.” more like conductors able to decipher Through focus group interviews and and orchestrate meaning, understanding No wonder clients and agencies are social listening tools, we uncover and actionable plans from a discordant attitudes and behavioral consumer confused as to what exactly planners do mix of tactile inputs, digital signals and insights that help resolve a business – even planners themselves! So if no cultural trends. In order to be effective, a issue or propel a business/brand growth one really knows what it is planners do, planner has to adapt to the tumult of opportunity. Why does this matter? why do we need them in the first place? modern times by accessing information All the recent hype around big data has What value do they add? in real-time, continually accumulating made us overlook the fact that while The answer, they simplify. They ask the insights. behavioural insights tell us what people right questions that help narrow ten do and when they do it, they are not able I like and appreciate this description for to explain people’s motivations behind objectives down to one. They transform two specific reasons: their actions. Only the symbiosis of big gigabytes of data and dozens of and small data will give clients a holistic Powerpoint decks into one relevant • First, it talks about an intersection of and contextual understanding of their insight. And, they make sure that digital and cultural insights. Modern-day target audiences. success gets measured, not against as planners must not think in silos – after all, many as possible, but only against the consumers don’t. • Core duty #2 – experience briefs: most appropriate key metrics. • It highlights the real-time nature of Write creative briefs that are based not on a pointy tagline-like proposition, but While planners’ added value lies within today’s planning job. on a single-minded thought that clearly simplification, the industry is The concept of real-time does not explains the intended campaign experience overcomplicating their roles and change the fundamentals of what a – to inspire big, media-neutral ideas. responsibilities by trying really hard to strategy needs to deliver – which is a Why does this matter? Experience briefs differentiate between strategic planners blueprint for getting from A to B. matter because they recognize the and digital strategists. Gerald Hensel, Digital Strategy Director importance of people’s social

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connections and prompt creative ideas lover. Paw Justice knew it would be "Life is for sharing” and truly excite that have the potential to go beyond just easiest to get them on their side. people about the possibilities of ads and become truly relevant to people’s mobile Internet. daily routines. And that’s what allows The idea & execution: The idea was to show New Zealand The insight & strategy: brands to cut through competitive clutter what a world without any animal Previously, the internet was restricted to and build brand trust for the long run. entertainment would look like. For one the home. However, most people have a real life that does not happen in front of a • Core duty #3 – real-time strategic day, the animals would strike. Paw Justice convinced animal related computer screen - and that's exactly counsel: content producers to not produce any where mobile brings the internet. Add value and strategic counsel at every entertainment by animals for a day. Then, Telekom decided to showcase how the stage of the creative process. Why does people were invited to create their own use of internet on the go brings people this matter? With consumers being able content in support of the campaign, together, makes them share experiences to interact with brands and their with a variety of templates that could be and moments that emotionally connect campaigns on an ongoing basis, it’s used online and in pictures distributed. them. Thus, the strategy for winning over crucial to keep track of people’s reactions Thunderclap - the social media tool - the masses for mobile internet was to and their sentiment. This generates was used to promote the day. In New help people experience more on the go. insights for future campaigns, and also Zealand, the animal strike extended to The idea & execution: uncovers opportunities that could help a zoos, dog parks, a TV station and a Telekom decided to make use of the campaign maintain momentum through newspaper ad. road movie genre and take it to a whole earned media. new level of innovation: Move On – the The results: first Hollywood-like road movie for Here are a two examples for campaigns At the start of the campaign 838 people everyone to join in. The campaign started where post-digital planning added value. had signed up to the campaign with a call-to participation in the style of a Thunderclap, reaching 226,619 people. film trailer. During the activation phase From this, the campaign gained global Campaign: Paw Justice – Animal the campaign platform and mobile app coverage, including support from Strike offered people 100 ways to inspire the celebrities and sports people, leading to Agency: DDB Group New Zealand project: from proposing street names, Country: New Zealand 11,697 unique social mentions of posters or the getaway- car, to applying the campaign and a global reach of over for supporting roles. To turn the 22 million - five times the population of The problem: uploaded content into a Hollywood-like New Zealand. Most importantly, through In July 2013, the New Zealand government road movie, Telekom was able to win the united power of animal lovers around proposed a new law to curb the sales of heavyweight professionals to the project: untested psychoactive substances in the world, it got the New Zealand 'Casino Royale' baddie Mads Mikkelsen New Zealand. Unfortunately, the well government to reconsider the law. and Asger Leth, director of 'Man on a intentioned law had some nasty Ledge'. The role of post-digital planning: side-effects of its own. As part of its Post-digital planning played a role in this The results: requirement for testing, it allowed for legal campaign along two dimensions. First, The movie received a top 30% rating on highs to be tested on animals, a practice the heart of the campaign was based on IMDb and reached 29 million people via that had been outlawed in many other a behavioural insight: people love to earned media. Thousands of people in countries. To animal rights activists Paw watch cute animal videos online. Germany actively participated in the Justice this was unacceptable, so they Second, planning didn’t stop after the campaign, it retained customers of decided to try and put a stop to the bill. brief - it stayed involved throughout the Telekom better, won more new whole campaign helping the teams to customers than Vodafone, made The insight & strategy: direct users’ focus on a single behaviour, Telekom more relevant than Vodafone, Videos of dogs and cats accumulate telling followers what to do next and and drove Telekom's brand promise, millions of views. However, the huge making it extremely easy for people to "Life is for sharing." to new levels. demand for animal entertainment didn't get involved. Ultimately, all of this helped Telekom win mean that it would be easy to get back market leadership from Vodafone. people's attention. In fact, all of this Campaign: Deutsche Telekom - light-hearted content is a welcome Move on The role of post-digital planning: distraction from our real-life Agency: DDB Tribal Düsseldorf This campaign is an excellent example Country: Germany responsibilities, with most people happy for a campaign that was based on an to live in a bubble of naïvety. The LOL The problem: experience strategy and not a message cats were causing people to ignore the In the German mobile internet market the strategy. Planning recognised people’s real animals that needed help. Paw two biggest brands Vodafone and active lifestyle and posed the question Justice needed to find a way into the Telekom were fighting for market how to add more excitement to their lives heart of this behaviour, so that people leadership. With similar market share, on the go.This helped creatives think of couldn't help but pay attention to their similar products and similar tariffs, an idea that not only would trigger cause. Behind every cat, dog and other Telekom decided to leverage the excitement but also got people talking animal video is a pet owner and animal power of Telekom's brand promise and actively involved.

HotStuff Book Issue Size : (W) 235 X (H) 345 mm Media Spotlight

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Contents Transforming Reality

HotStuff Book Issue (Cover Inside Front Back) Open Size : (W) 472 X (H) 345 mm H tStuff A newsletter from DDB Mudra Group - Issue 1, 2015

HotStuff Book Issue (Cover Front Back) Open Size : (W) 472 X (H) 345 mm