TALKING POINT: INDUSTRY TRACKER

BY IMPACT Staff

Rohit Ohri of FCB India predicts that FCB Ulka (Delhi) will grow 100% in revenue in 2017. Sudhanshu Nagpal of Mondelez India talks about the brand’s association with Google in naming the latest Android as Android Orea. Karan Bajaj of Discovery Communications India talks about DSPORT acquiring the exclusive broadcast rights of the upcoming ICC World XI tour

FCB ULKA (DELHI) WILL GROW  100% IN REVENUE THIS YEAR, PREDICTS ROHIT OHRI

JWT’s loss clearly is FCB Ulka Delhi’s gain. Rohit Ohri, Chairman and CEO, FCB India says the agency is expected to turn around its 2016 revenue de-growth story this year, propelled by the recent Horlicks account win. Here’s what he told IMPACT:

Phenomenal growth: FCB Ulka Delhi is the most happening office for us at the moment. In 2017, it will grow in revenue by 100% and in 2018 we will grow by another 100%, which is a very big deal at a time when ad agencies are growing at the rate of 6-7%. Obviously, a lot of it is on the back of GSK and Horlicks, which moved out of JWT after 87 years. In fact, we are moving to a new office in Gurgaon, closer to the GSK office, owing to the size of the account.

Biggest pitch: Dedicatedly 20-22 people work on the GSK account, but the larger team that works on it, on and off, would be around 35-40 in size. It is a highly active account, and has a lot of variants. It is not just Horlicks, but Mother's Horlicks, Junior Horlicks, Horlicks for Kids, Women's Horlicks and Lite Horlicks. Apart from Horlicks - the biggest pitch to happen in Delhi in the past decade - we have won a fair number of other accounts this year, and have significant business in Hero, Whirlpool and Bausch & Lomb.

The new Content Marketing division: We are looking at fast content generation that aligns with brand objectives and at a very low cost, both user-generated and original content. We are starting a separate division for Content Marketing soon, especially with Debarpita Banerjee and Keegan Pinto on board, who come from Nat Geo and MTV respectively.

(As told to Neeta Nair)

HOW GOOGLE’S ANDROID AND MONDELEZ’S OREO MAKE A PERFECT MATCH: NAGPAL

Last week, Google revealed that the next version of its mobile operating system, Android, is being named after Mondelez’s world-renowned cookie, Oreo, and will be called Android Oreo. The collaboration between Google’s flagship mobile OS and Mondelez’s cookie brand began with the launch of the Android Oreo Superhero. Sudhanshu Nagpal, Head - Biscuits Category, Mondelez India tells us more about this association.

On associating with Google: The Oreo brand is on a mission to bring people together through fun, playful moments, so teaming up with Google to infuse the playfulness of Oreo with the openness of Android to introduce Android Oreo was a perfect match.

Focus on Digital medium: The Android-Oreo partnership will entail a variety of global initiatives for both Oreo and Android fans, enabling Oreo to continue to engage with its fans across the world in new ways. Even in India, Android Oreo will focus on the digital medium to interact with fans. The Android Superhero will appear across social media and online video platforms.

The Android Oreo Superhero: The Android Oreo Superhero is a first in the history of Android. Keep aside the technical front of Android Oreo 8.0, through this association we can expect the playfulness of Oreo and intelligence of Android to spread joy throughout the world. This character will play a key role in our creatives, like starring in a social content series that taps into light-hearted moments while using the Superhero to surprise followers on social media with playful posts.

(As told to Allan DSouza)

DSPORT ACQUIRES INDIA BROADCAST RIGHTS OF ICC WORLD XI TOUR OF PAKISTAN

DSPORT, a sports TV channel launched by Discovery Communications India, has acquired the exclusive broadcast rights of the upcoming ICC World XI tour of Pakistan. The ICC World XI will play three day-and-night T20 matches with reigning Champions Trophy winners Pakistan at Lahore’s Gaddafi stadium on September 12, 13 and September 15.

Karan Bajaj, Sr. Vice President and General Manager, South Asia, Discovery Communications India, said, “This is the first cricket property acquired by DSPORT and is indicative of our appetite to offer world class action across categories for the sports fans in India. This unique series, with some of the world’s best players taking on the might of Pakistan, is sure to capture the attention of die-hard cricket fans in India.”

Tags : Spotlight