Ep 48 : Prem Narayan on Brand Strategy Behind Top Indian Advertising Campaigns of the Decade by Ogilvy- Red Label, Cadbury Celebrations, Cadbury Dairy Milk & His Insights about Small Town India
How has one of India's oldest tea brand Brook Bond Red Label stayed consistent over its core idea\u2026even while refreshing it as we evolve ?
\nNot just a Cadbury Ad : How did the thinking behind an exemplary communication come about; which supported local businesses in the covid times ?
\nCadbury re-imagined ad : What would you say are the benefits to a brand in giving such a twist to a classic ?
\nHow do you look at small town as a segment, any insights and observations on the same ?
\nPrem Narayan, Chief Strategy Officer at Ogilvy India, answers the above questions and more as he talks about his experience of working on some of the top Indian advertising campaigns of the last decade by Ogilvy. In fact some of these campaigns are widely celebrated and awarded. For example in the Asia Pacific Marketing Effectiveness Awards Effie 2021 , Ogilvy India had a Silver win was for Red Label's 'Taste Of Togetherness' and the Bronze came for Mondelez's 'Not Just A Cadbury Ad'.
\nYou can reach out to Prem at prem.narayan@ogilvy.com or connect with him on Linkedin https://www.linkedin.com/in/prem-narayan-47a0a5a/
\nJagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.
\nPlease connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
\n00:00 Preview & Introduction to Prem
\n01:53 Brand Red Label -Taste of Togetherness Campaign
\n14:09 The Power of Briefs - Client Brief, Creative Brief
\n16:12 Significance of \u2018Seek Out content
\n20:40 \u2018Not just a Cadbury Ad\u2019 Campaign
\n27:47 Red Label Ad - Physical vs Social Distancing
\n30:49 Cadbury Dairy Milk -Re-imaging a Classic
\n35:33 Small Town Consumer
\n48:15 Rapid Fire - Personally Speaking with Prem
\nPrem talks about how the celebrated and award-winning Brook Bond Red Label has adopted a relevant and grand purpose that its genuinely making India find common ground over a cup of tea through its various campaigns like the current transgender ad, that type of girl ad and 6pack bands etc.
\nPrem talks about another award winning 'Not just a Cadbury Ad' . He talks about how they collaborated with a data company in Bangalore to deliver a hyper-local campaign that boosted the morale and sales of local retailers. He explains the thinking behind an exemplary communication come which supported local businesses in the covid times .
\nPrem gives his views on Cadbury re-imagined ad : Good Luck girls. He explains the benefits to a brand in giving such a twist to a classic; and in adapting to changing times. He also gives his views on nostalgia marketing.
\nPrem talks about his view on small town India, and explains that 'small town' is a mindset that is present amongst 95% of urban Indians.
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\nJagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at http://www.mastersun.in/
\n#swadapnepanka #smalltownIndia #notjustacadbury
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