MAM
Craft Worldwide goes global, sets up 2 offices in India
MUMBAI: McCann Worldgroup has consolidated its production assets under a single business unit called Craft Worldwide and has launched it globally including India with offices in Mumbai and Delhi.
The agency with a client-centric operating model and an emphasis on the craft of execution will have a network of integrated production hubs in 23 markets, capable of producing every type of print, digital and video media available.
Apart from Mumbai and Delhi, Craft’s main offices are located in New York, London, Singapore, Toronto, Manchester, Paris, Milan, Oslo, Manila, Bucharest, Santiago, Budapest, Johannesburg, Sao Paulo, Tokyo, Shanghai, Sydney, Kuala Lumpur, Detroit, Bangkok, and Melbourne, with plans to expand further in 2013.
All Craft Worldwide offices are linked through an innovative technology platform, called the Craft Cloud.
“Success in global adaptation and production requires the dedication of true craftspeople who care deeply about their clients’ brands and who work tirelessly to drive maximum savings for our clients,” said Craft Worldwide CEO Fred Schuster. “We have assembled a team of the industry’s best, each with a rich and robust background in advertising, adaptation, design and production.”
Craft Worldwide currently offers clients capabilities in a number of key areas:
– A marketing operations consulting group that develops go-to-market models that yield maximum efficiency
– An adaptation design capability that extends the reach of existing tactics into new audience and communication segments, while maintaining brand consistency
– A world-class translation offering providing translation, transcreation and cultural consulting services
– Access to a distribution network that can deliver a final asset to literally anywhere in the world
– A technology platform that streamlines these capabilities and links them together through a cloud-based, highly secure interface
To deliver these capabilities, Craft currently employs more than 570 full-time employees and is already working for many of the world’s leading brand marketers, such as Coca-Cola, L’Oréal, Aldi, General Mills, and Microsoft XBox, as well as supporting the Commonwealth Agency.
With its global launch, Craft Worldwide becomes McCann Worldgroup‘s eighth major marketing solutions offering. “Craft is the perfect example of how we can leverage our talent, our global footprint and our ability to work quickly and cost-efficiently to drive our clients’ businesses forward,” said McCann Worldgroup Chairman & CEO Harris Diamond.
“One key differentiator for Craft is our ability to design bespoke operating models for our clients. These unique plans leverage our vast network of low-cost hubs and have proven success both in maintaining brand consistency and in driving maximum efficiency,” explained Craft Worldwide COO Quinn O’Brien.
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
