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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. 1 HotStuff Book Issue (Page 1) Size : (W) 235 X (H) 345 mm Global Connect 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.

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