Advertising Assignment I
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Annurag Batra abatra@exchange4media.com
DIRECTOR
Nawal Ahuja nahuja@exchange4media.com
EDITOR
Srabana Lahiri srabana@exchange4media.com
NEWS TEAM
Neeta Nair I Assistant Editor neeta.nair@exchange4media.com
Christina Moniz I Special Correspondent Christina.moniz@exchange4media.com
Dipali Banka I Editorial Contributor dipali.banka@exchange4media.com
Eularie Saldanha I Correspondent eularie.saldanha@exchange4media.com
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Jeel Mehta I Trainee Reporter jeel.mehta@exchange4media.com
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Abhijit Kelkar | Senior Designer Sandesh Shirke | Designer Naresh Nayka I Designer
PHOTOGRAPHY Ashish Chawla (Mumbai) Suresh Gola (Delhi) Vilas Kalgutker (Mumbai)
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REGIONAL MANAGER – SALES, NORTH Ashima Mehra | 9899571579 ashima.mehra@exchange4media.com
GM - SALES & BD, WEST
Ashish Kudalkar | 09820541742 ashish.kudalkar@exchange4media.com
Rohit Dave | 09870701056 rohit.dave@exchange4media.com
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CIRCULATION & SUBSCRIPTION Anandan Nair | 09819445200 anair@exchange4media.com
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NO CORONAVIRUS CAN DAUNT ADLANDERS: THEY NOW
MAKE AD FILMS FROM HOME
O ur cover story this week brings with it a glimmer of hope and positivity from the Indian creative industry, which has not allowed the ongoing COVID-19 crisis to dull its brilliance. With outdoor shoots becoming
impossible, and with production houses not functional in these times, creative professionals and brands have come up with innovative ways to shoot and execute ad films, changing the game in challenging circumstances. Who would have ever imagined a situation where a TV commercial could be shot inside the average Indian home on a mobile phone?! Take for example the ‘Har Ghar Chup Chap Se Kuch Kehta Hai’ campaign from Asian Paints, an iconic 2007 brand campaign theme that has had new life breathed into it by the brand’s creative partner, Ogilvy. Another brand that has innovated during the crisis is Mankind Pharma, which like Asian Paints, kept in mind the mood of the country and the current situation to create an ad film that applauded the real heroes of today – the doctors and medical workers in the country. Read our cover story and interview with director Prasoon Pandey to look at some more such unique and creative video advertisements that have surprised and delighted with sheer novelty and quick thinking!
*** Move on to our Marketing Zone section, where we chat with
Ritesh Ghosal, CMO, Croma about the impact of the ongoing
COVID-19 crisis on the retail sector and on Croma, specifically. While Ghosal points out that the company is unable to meet the demand for consumer durables during the lockdown, he explains that the priority for the brand is to do everything it can to support the Government in its efforts to fight the coronavirus outbreak. The company’s strategy for now is to focus on the post- COVID-19 period. Ghosal is confident that the country will come
out of this crisis stronger and is clear that the company will accelerate its investment in digitally assisted shopping for now. The brand has been forced to postpone the opening of a dozen new stores, but Ghosal is hopeful of what lies ahead after the country tides over this trying time.
*** As seen in our issue last week, brands
and business tycoons across the country are weighing in and supporting the efforts of the government and charitable organisations in providing relief during this difficult time. This week, we bring you another round-up of several other brands who are pitching in and showing some love and care to Indian citizens, especially those from underprivileged communities. From large
MNCs like HUL and PepsiCo to smaller outfits like myUpchar and others, there is tremendous unity in India’s corporate world in working to control the outbreak and supporting the common man.
*** Stay safe, stay home, dear readers!
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