At the ABBY One Show Awards 2023, EssenceMediacom picked up the Media Agency Of The Year. The WPP-owned company got 122 points. The agency also picked a Grand Prix for Whisper India's The Missing Chapter. 

Whisper India's 'The Missing Chapter’ campaign targets mothers of young girls. Conceptualised by Leo Burnett, the campaign, which is the fourth edition of Whisper's #KeepGirlsInSchool (KGIS) movement, aims to normalise periods and remove the fear and trauma that can surround the monthly cycle to help empower girls to go about their normal lives.

EssenceMediacom won a total of 20 ABBYs for brands like Google, Cleartrip, Ariel, Thums Up, Adidas, Samsonite, and Gillette, among others.


<img src="https://images.storyboard18.com/storyboard18/2023/05/Media-ABBYs.png" alt="" width="1202" height="946" class="aligncenter size-full wp-image-8346" />


Mindshare picked 106 points and took home 18 Metals for brands like UltraTech Cement, Bru, and Yum Restaurants India, among others. Madison Media scored 68 points and bagged 11 metals for brands like Asian Paints Royale Glitz, Mountain Dew, Go Cheese, Vicco, among others.

The ABBY One Show Awards 202 attracted a total of 3301 this year over 3021 last year. A total of 63 media agencies participated this year in the awards. against 54 last year. In terms of entries, 1019 total entries were received from media agencies against 1014 last year. 

Read more here: <a href="https://www.storyboard18.com/how-it-works/goafest-2023-mindshare-fcb-group-leo-burnett-and-cog-culture-win-big-at-abby-one-show-awards-8397.htm">Goafest 2023: Mindshare, FCB Group, Leo Burnett and COG Culture win big at ABBY One Show Awards</a>

Goafest 2023: EssenceMediacom bags media agency of the year at  ABBY One Show Awards

EssenceMediacom, the WPP-owned company got 122 points. The agency also picked a Grand Prix for Whisper India's The Missing Chapter.

HUL renames its 'health food drinks' category; Horlicks is now 'functional nutritional drink'

Nestlé to launch global brand Nespresso in India by 2024-end

Bacardi elevates Sameeksha Uniyal as regional head - brand

HUL restructures its management committee; elevates BP Biddappa and Anuradha Razdan

LIC issues public caution notice against fraudulent advertising

Mental health in remote work: Addressing the psychological impacts and coping mechanisms for remote workers

Representational image via Unsplash

Zee-Sony merger saga ends: Timeline of the failed merger

Why are Indian brands advertising in NYC's Times Square?

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Biz Moves: Interactive Avenues, Verve Media, Foxymoron and Grapes

There is an opportunity for building a better agency, not just a different one: Manja's Prajato Guha

India’s leading marketers to meet at Storyboard18 Visionaries - Mumbai chapter

Prasar Bharati invites e-tenders for multimedia and media sales agency ahead of its OTT launch: Exclusive

A CFO can be an integral part of decisions including client pitches and business development meetings: Sumit Agrawal, Cheil India

Google ad revenue at $61.66 billion in March quarter; revenue from YouTube ads hits $8 billion

Piyush Pandey

Adtech regulation a priority for Modi govt in third term: MoS Rajeev Chandrasekhar

Credibility of news and platforms are as important as monetisation challenges: Anurag Thakur

HUL: Meet the leaders who have emerged from "The CEO Factory"

Punit Goenka addresses Zee employees; ensures no layoffs due to failed merger

Disney's strategic sale to Viacom18 set to boost market share to 40 percent

The Leader's Edge: Storyboard18 in conversation with leaders, decision makers and disruptors

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Today, many organisations and employees are settling into hybrid and permanently remote roles, with 44 percent of businesses worldwide reporting growth in numbers of full-time employees working from abroad, as highlighted in a study by Remote. These roles have given employees more freedom over their schedules, but they have also made it much harder for some people to switch off and stop working. As remote workers navigate the blurred boundaries between work and personal life, it becomes crucial to address the psychological impact and implement effective coping mechanisms.

Understanding the Psychological Impact - Even before the pandemic, issues like overwork, overwhelm, and burnout were on the rise worldwide. With remote work, the lines between professional and personal spheres blur further, posing significant challenges to mental health. However, the transition to remote work also presents an opportunity to redefine how we approach work-life balance and well-being. 

Isolation and Loneliness- The switch to remote work can really hit hard, leaving you feeling isolated and lonely. Without those face-to-face interactions with your colleagues, it's easy to feel disconnected, which can seriously mess with your mental health. While not impossible, it can be tough to recreate that office camaraderie online, leaving remote workers feeling extra stressed and anxious. Remote work can make people feel isolated, but digital channels help them stay connected socially. Encouraging non-work conversations via chat platforms can help team members bond. The flexibility of remote work also gives more time for meaningful interactions with our loved ones offline. Remote workers should be encouraged to negotiate digital tools with real-life relationships to nurture work-life balance. 

Lack of Structure and Routine- The flexibility of remote work can result in a lack of structure and routine, making it challenging to prioritise tasks effectively and maintain a healthy work-life balance. Working in an office comes with a clear routine like fixed start and end timings, designated breaks, and the daily set timing of commute that separates office from home. But with remote work, these lines seem to blur. Without set hours or physical distance, it's easy to overwork, skip breaks, and struggle with work-life balance. This lack of structure makes it hard to prioritize tasks and increases the risk of burnout. 

Reduced Social Interaction - The virtual nature of remote work diminishes opportunities for social interaction, replacing spontaneous office conversations with digital communication, which may not fully satisfy the need for social connection.

Coping Mechanisms for remote workers - For the effective functioning of remote work, it's important to adopt flexible ways of working that don't require everyone to be online at the same time. This means you don't always have to be online at the same time as others. Instead, you can communicate and work on things at different times. This gives you more freedom, less stress to reply right away, and helps you work at a better pace. Writing down how things are done and using messages instead of always talking can make work smoother and less stressful for everyone.

Embrace Asynchronous Work - Switching to asynchronous work can really ease the burden of constantly being on call. When you give all the info upfront in your messages and let your colleagues respond when it works for them, it makes for a more flexible and manageable work setup. It means team members can focus on their work without constant interruptions, while still staying connected and collaborating effectively. Moreover, asynchronous communication encourages thoughtful responses and reduces hurried decisions, ultimately resulting in better outcomes and productivity for the employees.

Set Clear Stopping Points - It's super important to set a solid endpoint for your workday, whether it's sticking to a routine or finding little cues to signal it's time to clock out. Doing this helps your brain switch gears and unwind from work mode, making it easier to enjoy your personal time. Like ending work at a particular set time and shutting down the computer or setting an alarm to remind you to wrap up the work. Tidying up the workspace, engaging in transition activities, communicating end times to colleagues, and reflecting on accomplishments - these actions signal the end of work, allowing you to enjoy personal time and prevent being burned out.

Create a Dedicated Workspace - Having a defined workspace can help you mentally separate work from personal time. Designating a separate physical space for work helps remote workers mentally separate work from personal life. A comfortable, distraction-free workspace enhances productivity and well-being.

Accept Realistic Expectations - It is important to understand that it’s completely okay not to perform at 110 percent all the time. Rejecting the notion of constant productivity and striving for perfection, remote workers should aim for sustainable performance levels and prioritise their mental health.

Empowering the mental well-being of employees, especially those working remotely, is a collective responsibility. Nurturing mental health and well-being in remote work environments is not merely a corporate obligation but a moral imperative. By prioritising employee welfare, organisations foster a culture of compassion, resilience, and innovation. Through collaborative efforts and unwavering commitment, we can build remote work environments that empower individuals to thrive professionally and personally in the digital age.

The author of the piece is Job van der Voort, CEO, Remote, a global HR platform. Views expressed are personal.

Kulfi Collective, a creative network in India that functions at the intersection of content, community and culture, has announced the appointment of Divya Karani as Chairperson and Executive Director of its Board. Most recently, Karani was the CEO of Dentsu Media, South Asia, where she led the agency for over 12 years.


Kulfi Collective, through its three divisions, Supari Studios, Post Office & Keeda Media, has partnered with brands and platforms such as Spotify, Red Bull, Netflix, Lego, Flipkart and Zomato to deliver content, experiences & IPs that shape culture. 


Karani stated, "I am honoured to join Kulfi Collective at such a transformative time. Together, we aim to redefine the creative network model, with an emphasis on agility, authenticity and purpose that resonates with a connected generation."


"Divya joining the board will help us build the right governance frameworks as we scale globally. Further, her deep expertise will help us build upstream capabilities to bring brands closer to communities and subcultures in music, sports, gaming, entertainment and lifestyle.” said Advait Gupt, co-founder & chief executive officer of Kulfi Collective.



Read More: <a href="https://www.storyboard18.com/brand-makers/bacardi-elevates-sameeksha-uniyal-as-regional-head-brand-29937.htm">Bacardi elevates Sameeksha Uniyal as regional head - brand</a>

Kulfi Collective appoints Divya Karani as chairperson and ED of its board

Hindustan Unilever Limited (HUL), announced a key change in its Management Committee.


BP Biddappa will join the HUL Management Committee as executive director, human resources and chief people, transformation and sustainability officer for South Asia. Biddappa will also join the HUL Board as a whole time director, subject to shareholder approval. In this role, he will lead the people agenda for South Asia as well as drive the transformation interventions from a business, organisation, and sustainability perspective.


Anuradha Razdan, currently executive director, human resources, HUL and chief HR officer, South Asia will be appointed to a global role as chief reward & organisation development officer for Unilever. This change will be effective June 1, 2024.


Biddappa is currently the Chief HR Officer for Global Home Care and Head, Global Employee Relations for Unilever. He started his over three-decade-long career in Unilever with a factory stint in HUL and then moved on to undertake a variety of roles, from leadership development to business partnering, across several Unilever businesses and led HR for Unilever in Maghreb, Bangladesh, and India. 


During his last stint in HUL, he was instrumental in setting up the Winning in Many Indias approach, creating a more agile and focused business unit framework in South Asia and launching the Prabhat community development program that has, till date, impacted over 10 million Indians. Over the last five years, he has led two critical expertise functions for Unilever globally – Organization Development & People Analytics and Global Employee Relations. He also helped set up and build the Health and Wellbeing business for Unilever as well as the Unilever Professionals business.


Razdan has been the executive director, HR at HUL and CHRO for South Asia for the last five years. During her tenure, she helped the business navigate the COVID pandemic. Under her leadership, the Company completed the seamless people integration for the HUL-GSK CH merger. Being a strong advocate for inclusion, she led the company towards its ambition of being a gender balanced organisation – launching multi-year programmes, like Ahilya and Samavesh, to improve gender balance in traditionally male bastions such as Sales and the Factory shopfloor. During her tenure, HUL has consistently been chosen as the Employer of Choice.


Welcoming Biddappa back to India, Rohit Jawa, CEO and managing director, HUL said, “An accomplished HR leader with over three decades of experience, Biddappa comes with immense knowledge of transformation and organisational development. I am glad to welcome him to the HUL Leadership and I am confident that his able guidance and leadership will help transform the business to progress further on our future-fit agenda.”


Thanking Anuradha for her contribution to the business, Jawa said, “Anuradha is known for her ability to shape and deliver a strategic business-focused people agenda. She has played a key role in the HUL Leadership Team over the past five years. Her appointment to a senior leadership role for Unilever is yet another testimony to the powerhouse of talent we have in India.”


Read More: <a href="https://www.storyboard18.com/brand-marketing/hul-ceo-rohit-jawa-weve-embarked-on-a-journey-of-transform-to-outperform-to-serve-evolving-aspirations-of-indian-consumers-29881.htm">HUL CEO Rohit Jawa: We've embarked on a journey of 'Transform to Outperform' to serve evolving aspirations of Indian consumers</a>

Public broadcaster Prasar Bharati is accelerating its foray into the OTT(over-the-top) space, this time seeking media sales muscle. After releasing a draft RFP (Request for Proposal) last year outlining the platform's features and goals, the pubcaster issued a fresh e-tender on April 19 for a multimedia and media sales agency contract.


The e-tender invites bids from pre-approved DAVP (CBC) multimedia and media sales agencies for a Rs. 4 crore contract (including taxes). The scope of work for the agencies will include branding, marketing, promotion, media planning, sales, and media buying for the platform across pre-launch, launch, and post-launch phases.


The chosen agency will be responsible for crafting a comprehensive strategy to generate excitement for the platform using various media channels. The contract spans the first 12 months following the launch and is extendable up to another 12 months based on performance review.


As per the tender document accessed by Storyboard18, scope of work related to media planning, selling and buying includes, media plan development, refinements, and amendments, as needed throughout the course of the fiscal year, create holistic media plan recommendations reflective of the key metrics, research against the target audience, and creative direction to satisfy the vision of reaching rural and urban audiences for a diverse and inclusive reach supporting a monetisation plan for the OTT , targeting audience development for all core general market targets.


“Media planning will include the use of all media vehicles as needed based on strategic direction which includes network TV, cable TV, radio, consumer print, trade print, outdoor, etc,” said the document.


Selling responsibilities on the other hand include media sales strategy development.


Empanelled agencies would be required to create a comprehensive media sales and monetization strategy, including identifying target audiences, setting pricing models, and defining sales channels for the OTT platform.


Creating an inventory pipeline for advertising on the OTT platform and bringing in hyper local advertising and creating a mechanism for attracting advertising on the OTT platform will also be part of the key responsibilities for these agencies.


The document also outlines the fact that with nearly 78 (and growing) OTT platforms already vying for audience attention, Prasar Bharati faces a significant hurdle of standing out in a crowded market.


“The challenge that lies ahead of PB is cutting through the clutter of almost 78 (and counting) OTT platforms that are already available in the Indian market, and what difference are they going to make on OTT that will give them the scale as well as avenue of fresh revenue to sustain the initiative. As a National Public Service Broadcaster, PB intends to primarily make content available to the masses free of cost or minimal charge for select content (at least in the initial phase),” they said in the document.


Therefore the source of revenue for the platform would be predominantly platform advertising, licensing fee, aggregator fee or a revenue share model.


Bids for the tender open on May 3rd, 2024, with a required earnest money deposit of Rs. 8 lakh.


Read More: <a href="https://www.storyboard18.com/brand-marketing/modi-3-0s-plans-for-doordarshan-and-prasar-bharati-return-to-saffron-logo-just-the-start-29645.htm">Modi 3.0's plans for Doordarshan and Prasar Bharati; Return to saffron logo just the start</a>

FMCG major Hindustan Unilever has re-named its 'health food drinks' category as functional nutritional drinks (FND). The move comes after the Ministry of Commerce and Industry directed e-commerce websites to remove drinks and beverages like Horlicks and Bournvita from 'health drinks' category on their platforms.

"We have changed the labels of the category to FND which is a much better way to call it," said Ritesh Tiwari, chief financial officer of Hindustan Unilever at the earnings press conference on April 24.

The FND category is under-penetrated and hence there is a big opportunity for growth, Tiwari said, adding that HUL will focus on increasing customers and usage, and giving more benefits for consumers to upgrade in the FND category. The company is seeing better growth in its premium FND range which caters to Diabetes and women's health, Tiwari stated.

The Ministry of Commerce and Industry on April 10, asked e-commerce websites to remove Mondelez-owned Bournvita, among other drinks and beverages, from the ‘healthy drinks’ category on their platforms.

The National Commission for Protection of Child Rights (NCPCR) said that there is no "health drink defined under the FSS Act 2006, rules and regulations as submitted by FSSAl & Mondelez India.”

The Ministry in a notification said, “NCPCR, a statutory body constituted under section (3) of the commission for Protection of Child Rights (CPCR) Act, 2005 after its inquiry under Section 14 of CPCR Act, 2005, concluded that there is no "Health Drink defined under FSS Act 2006, Rules and regulations as submitted by FSSAl and Mondelez India Food Pvt Ltd.”

It therefore, advised all e-commerce companies and portals to remove drinks and beverages that included Bournvita from the ‘healthy drinks’ category.

Earlier, the Food Safety and Standards Authority of India (FSSAI) had informed all e-commerce platforms to refrain from labelling dairy-based, cereal-based or malt-based beverages as ‘health drinks’ or ‘energy drinks’.

The reason behind this is because ‘health drink’ isn’t defined in Indian food laws. ‘Energy drink’ on the other hand, by law, refers to flavoured water drinks - carbonated and non carbonated, under the FSS Act 2006.

According to the FSSAI, the use of these terms can mislead consumers. Hence, the body has asked all Food Business Operators (FBO) that operate via e-commerce to dissociate themselves from such terms by removing their drinks and beverages from these categories.

"This corrective action aims to enhance clarity and transparency regarding the nature and functional properties of the products, ensuring that consumers can make well-informed choices without encountering misleading information," the body said in a statement.



JioCinema announced its new subscription offering, ‘JioCinema Premium’. The new plans starting at a market-defining Rs.29/month will offer an Ad Free experience delivered in up to 4K quality and off-line viewing options. Members can access Exclusive Series, Movies, Hollywood, Kids & TV entertainment, on any device, including Connected TVs. 

 

With a focus on multi-segment consumption across Indian households, a ‘Family’ plan was also announced at Rs.89/month which offers the additional benefit of four simultaneous screens access. Existing JioCinema Premium members will now avail all the additional benefits of the ‘Family’ plan at no extra cost.

 

While Sports content including the ongoing Indian Premier League and thousands of hours of entertainment content will continue to be available for Free as part of its Ad-Supported offering, here’s what JioCinema Premium Members will get exclusive access to:

 

Top International Content in Local Languages: The biggest global series and movie premieres from Hollywood, through partnerships with the world’s biggest studios - Peacock, HBO, Paramount and Warner Bros. Discovery. Top titles such as Game Of Thrones, House Of The Dragon, Oppenheimer, Barbie and several more will also be available in Hindi, Tamil, Telugu, Bengali and Marathi.

 

Wholesome Kids & Family Entertainment: Home to one of the widest selections of Indian and International toons, with titles ranging from Motu Patlu, Shiva and Rudra to Pokémon, Peppa Pig and Paw Patrol, the Kids & Family hub houses thousands of hours of top-quality movies and series. JioCinema’s Parental Control features also provide a safe space for content consumption.

 

Genre-defining Originals & Blockbuster Movies: With upcoming original series including the much talked about Ranneeti: Balakot & Beyond (Jimmy Shergill, Lara Dutta, Ashish Vidyarthi), Murder In Mahim (Vijay Raaz, Ashutosh Rana), PILL (Riteish Deshmukh) and several more to be unveiled, JioCinema Premium members will get access to top-rated series premieres every month, in addition to some of India’s most loved Originals such as Asur, Taali & Kaalkoot. The platform also promises blockbuster Bollywood Premieres every month with Zara Hatke Zara Bachke headlining the month of May.

 

Before-TV Premieres & Live Channels: Members will get early access to their favourite content from Colors, Nickelodeon and the entire Colors suite of local language channels, with serials now being made available for members even before their television airing. In addition, 20+ TV channels from the Viacom18 Network will be available to stream.

 

Speaking on the launch of JioCinema Premium, Kiran Mani, chief executive officer, Viacom18 Digital said, “Creating and building an entertainment ecosystem with a product that is made for every Indian household, is not just a business strategy, but a vision to empower our country and users with an unmatched entertainment experience. JioCinema Premium aims to redefine the narrative of premium entertainment for every Indian while building a daily viewing habit.”

 

He further added, “The introduction of JioCinema Premium breaks the numerous cost and quality barriers that exist in accessing premium entertainment. With 4K streaming, best-in-class audio, offline viewing and no device restriction all at a customer-centric pricing is sure to democratise access to quality entertainment for all of India.”

 

JioCinema has also rolled out a campaign asking consumers, “Toh Aaj Kya Plan Hai?”. The campaign highlights the core benefits of JioCinema Premium while showcasing the distress of today’s consumers when choosing their entertainment plan.


Read More: <a href="https://www.storyboard18.com/quantum-brief/viacom18-and-jiocinema-announce-new-innovations-for-advertisers-ahead-of-ipl-22916.htm">Viacom18 and JioCinema announce new innovations for advertisers ahead of IPL</a>

JioCinema rolls out its new subscription offering ‘JioCinema Premium’

Bajaj Auto, two-wheeler and three-wheeler company, has appointed Abraham Joseph as managing director of the company's wholly owned subsidiary, Chetak Technology. And, Ramtilak Ananthan will take up the position of chief technology officer at Bajaj Auto. 


Joseph, who has 35 years of experience, under his leadership, the company will pivot to become a high-tech organisation focused on developing core competencies across the spectrum of cutting-edge automotive technologies, stated a media report. 


Ananthan comes with an experience of more than 30 years at Bajaj Auto, In 2013, he was elevated to the position of vice president – R&D. Then, in 2019, he assumed the role of head – test & validation, overseeing the complete test and validation function, further added the report.

Read More: <a href="https://www.storyboard18.com/brand-makers/media-monks-india-appoints-shouvik-roy-to-spearhead-business-transformation-29497.htm">Media.Monks India appoints Shouvik Roy to spearhead business transformation</a>

Bajaj Auto strengthens its leadership team; Abraham Joseph and Ramtilak Ananthan take up newer roles

Cleanliness is an important initiative. Non biodegradable items like plastic cause a lot more harm to the environment than any good. Britannia has been 100 percent plastic neutral for over two years. Ahead of Earth Day, Britannia along with Talented has released a compelling advert showcasing the importance of cleanliness and how all plastic should be thrown in dustbins. 

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In the ad, a little girl is seen collecting Britannia plastic wrappers from the streets and stuffing them in her pockets and her bag. When she reaches her home, her mother questions her about all the waste plastic wrappers that she has collected in her bag. The little girl reminds her mother of a lesson that she taught her. All plastic waste should be put in your pocket until you find a dustbin to throw it in. 

‘Small habits bring about a big change’. Britannia’s campaign also highlighted that the company has been able to process more than 4 crore kg’s of plastic in only one year and has thus, been plastic neutral for the last two years. 

Through the campaign, and on account of Earth Day, Britannia urges everyone to adopt a new habit. ‘Until you find a dustbin, make every pocket your dustbin’.

Britannia's new ad doesn't feature its products, just its wrappers

Onetab, the Generative AI SaaS startup kick-started by Saket Dandotia and Alok Patil has appointed three new senior members to strengthen its India operations. Harish Chouhan joins as senior team lead, Pratish Gopinath comes on board as vice president – corporate development and Ankita Phanse joins as head human resources – strategy & planning of Onetab starting this financial year.


This team expansion comes as a step towards Onetab’s long-term growth strategy across India and global markets, stated the company.


Chouhan comes with over 17+ years of industry expertise which spans across multiple domains. He holds strong leadership acumen that motivates cross-functional teams to deliver high-quality results leveraging his familiarity with agile tools like Jira and Trello. 


Prior to Onetab, he was with Panamax Infotech, Linkites Pvt. Ltd, and InfoBeans Systems India Pvt Ltd. At Onetab he will be collaborating closely with the leadership team where he will contribute to strategic planning and execution along with fostering innovation, promoting excellence, and staying abreast of market trends and customer needs. 


Gopinath will be based out of Bangalore where he will be spearheading the Bangalore office opening and hiring process. He will also look into identifying and executing strategic partnerships, investor and VC relations and hosting Onetab’s latest initiative One Bharat across multiple cities across India.


Phanse comes with over seven years of comprehensive experience in and around the scope of HR operations and Generalist HR affairs. She holds an MBA with dual specialization in HR and Finance, and her key role at Onetab is to leverage her expertise to develop and implement HR policies/processes and programs fostering a positive work culture at OneTab.


Speaking on the new appointments Saket Dandotia, founder, Onetab said, “I am excited for Onetab as we welcome Harish, Pratish and Ankita onboard. At Onetab we are currently on a growing spree, and we need a strong team with matches our long-term vision. With our new property, OneBharat, now activated and other activities in the pipeline, this step of hiring senior team members comes in sync with our future goals.”



Read More: <a href="https://www.storyboard18.com/how-it-works/generative-ai-spending-to-reach-26-billion-by-2027-report-29622.htm">Generative AI spending to reach $26 billion by 2027: Report</a>

Gen AI startup Onetab strengthens its leadership team

Cadbury Perk, one of Mondelez India’s brands has launched another campaign with Bollywood Actress Alia Bhatt. Through a TV commercial, Cadbury Perk encourages consumers to embrace life's challenges with a light-hearted attitude, echoing the mantra ‘Take it lightly’.

With its latest campaign, Cadbury Perk wants to inspire individuals to approach life's twists and turns with humor and optimism. Through the narrative, Cadbury Perk aims to resonate with its audience, and encourage them to navigate life's ups and downs with a smile and a Perk in hand. 

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Nitin Saini, Vice President- Marketing, Mondelez India, said, “Since its inception, Cadbury Perk has been rooted in the youth culture owing to its fun persona and lighthearted narrative. Continuing this legacy, our new film showcases how a simple change in attitude can make a big difference in positively navigating life's twists and turns. We believe this campaign will resonate with young consumers who live life with the same vivacity as personified by our brand ambassador Alia Bhatt, inspiring them to embrace a lighter and more joyful approach to everyday challenges”.

Alia Bhatt said, “I have always been a fan of Cadbury Perk as I deeply resonate with their belief to ease through life’s small disappointments with humor and optimism. This long partnership has been an absolute delight!”

Sukesh Nayak, Chief Creative Officer, Ogilvy India said "We are very excited to create a new film for Cadbury Perk. This brand stands for the need of the hour - to take things lightly. There are everyday niggles that take over the best of us, dampening our mood. Perk with its light chocolate format helps us overcome such moments in life by making our mood lighter. We had fun collaborating with Alia Bhatt and Prasoon Pandey on this project, both known for always taking things lightly.”

Cadbury Perk and Alia Bhatt ask people to ‘Take it Lightly’ in their new campaign

On day two at the Goafest 2023 Mindshare, FCB Group India, Leo Burnett India and COG Culture won big at ABBY One Show Awards.

Leo Burnett India emerged as the “Digital Specialist Agency of the Year”. The agency picked a total of 15 metals including a Grand Prix. Leo Burnett India won the highest honour (Grand Prix) for Airtel India’s “Airtel 175 Replayed” campaign in Digital Craft for creative use of video. 


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Airtel organised an event, where Kapil Dev’s hologram, powered by Airtel 5G, was released to create engagement with a set of live audience. The legendary cricketer’s famous 175 not out versus Zimbabwe, during the 1983 Cricket World Cup, never made it to the screens due to a strike by the broadcasters that day. It is one of the best one-day innings ever. The brand unveiled a film using immersive technology, it recreated Dev’s unrecorded innings. The film was conceptualised and created by Leo Burnett India, and produced by Prodigious India.

 The Publicis-Groupe owned agency also picked up metals for its work for brands such as Adidas, P&G (Whisper), HDFC Life among others.

 Mindshare India bagged both Mobile Specialist and Technology Specialist Agency of the year. The agency won a total of three metals in the mobile and four metals in the technology category of the awards. The GroupM-owned media agency picked metals for its work for brands such as Dove, Volvo Cars India, Upstox among others.

FCB Group India was named “Direct Specialist Agency of the Year” with a total count of 10 metals. Some of its winning work includes brands such as SOS Children’s Villages India, Navneet Education Limited, HDFC Bank. One of its campaigns for Mumbai Traffic Police also won "Merit" - a category which recognizes good work that could not bag a metal but has made an impact. 

 The IPG-Group owned agency also won “Public Relations Specialist Agency of the Year '' with a total of 8 metals. Its work on Navneet Education Limited, Unaids and SOS Children’s Villages India was awarded metals. It is interesting to note that this year the PR specialist title went to a creative agency over a traditional PR firm hinting at the evolving nature of the industry.


<img src="https://images.storyboard18.com/storyboard18/2023/05/Day-2-Tally.jpg" alt="" width="993" height="299" class="aligncenter size-full wp-image-8398" />


Independent agency COG Culture became the “Design Specialist Agency of the Year” winning a total of 16 metals. Its winning work includes campaigns for D2C footwear brand Arigold, Medharbour Multispeciality Hospital, OneDash among others.

Talking to Storyboard18 earlier, Ashwini Deshpande, co-founder and director, Elephant Design emphasized that work done by smaller agencies for smaller and local brands in the Design category stood out at the ABBY One Show Awards. Deshpande was the jury chair of the Design ABBYs.

Read more here: <a href="https://www.storyboard18.com/how-it-works/goafest-2023-essencemediacom-bags-media-agency-of-the-year-at-abby-one-show-awards-8342.htm">Goafest 2023: EssenceMediacom bags media agency of the year at ABBY One Show Awards</a>

Goafest 2023: Mindshare, FCB Group, Leo Burnett and COG Culture win big at ABBY One Show Awards

At the ABBY One Show Awards 2023, EssenceMediacom picked up the Media Agency Of The Year. The WPP-owned company got 122 points. The agency also picked a Grand Prix for Whisper India's The Missing Chapter. 

Whisper India's 'The Missing Chapter’ campaign targets mothers of young girls. Conceptualised by Leo Burnett, the campaign, which is the fourth edition of Whisper's #KeepGirlsInSchool (KGIS) movement, aims to normalise periods and remove the fear and trauma that can surround the monthly cycle to help empower girls to go about their normal lives.

EssenceMediacom won a total of 20 ABBYs for brands like Google, Cleartrip, Ariel, Thums Up, Adidas, Samsonite, and Gillette, among others.


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Mindshare picked 106 points and took home 18 Metals for brands like UltraTech Cement, Bru, and Yum Restaurants India, among others. Madison Media scored 68 points and bagged 11 metals for brands like Asian Paints Royale Glitz, Mountain Dew, Go Cheese, Vicco, among others.

The ABBY One Show Awards 202 attracted a total of 3301 this year over 3021 last year. A total of 63 media agencies participated this year in the awards. against 54 last year. In terms of entries, 1019 total entries were received from media agencies against 1014 last year. 

Read more here: <a href="https://www.storyboard18.com/how-it-works/goafest-2023-mindshare-fcb-group-leo-burnett-and-cog-culture-win-big-at-abby-one-show-awards-8397.htm">Goafest 2023: Mindshare, FCB Group, Leo Burnett and COG Culture win big at ABBY One Show Awards</a>

Goafest 2023: EssenceMediacom bags media agency of the year at ABBY One Show Awards

EssenceMediacom, the WPP-owned company got 122 points. The agency also picked a Grand Prix for Whisper India's The Missing Chapter.

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