MAM
Ogilvy creates a detective campaign for Fox Crime
MUMBAI: Ogilvy Mumbai has created a unique launch ampaign for the Fox Crime channel.
The campaign aims to popularise this thought: Fox Crime = Crime.
The agency met different crime fiction enthusiasts to understand the broad triggers and key drivers that make them gravitate towards crime fiction. The learning was universal: Crime fiction is mentally stimulating – It invokes the problem solver / thinker in all of us. Crime Fiction = Mind Games.
This led to the insight that there is a detective in all of us. One always tends to guess the probable criminal watching a crime programme. It is to do with the inherent need to solve problems and put the pieces together. Therefore, the campaign idea was to bring out the detective in us.
Consequently the agency concluded the creative thought: Fox Crime. Whodunnit?
To implement this idea three jumbled films will be aired on national television. Each of these films will tell a different story to the viewer almost misleading him to believe that there are multiple victims, multiple murderers, and multiple motives — leaving them with a mystery to solve.
Then the viewers can go online to www.foxcrimeindia.com where they can solve / decode the actual crime case. They will have to solve several clues along the way, which will help them deduce the actual case and put the right pieces together. Once they have cracked all the clues is when they will actually solve this mystery case.
These 30-sec teasers will be aired for approx. 2 weeks following which the final reveal film – ‘Solved Case‘ will be premiered on national television and in the online space.
Five people who manage to solve the case will get a chance to visit the National Museum of Crime & Punishment in Washington D.C.
The campaign, besides TV and digital, will also be promoted through OOH, cinema and radio to create the sufficient buzz. Each of these mediums will direct traffic to the website www.foxcrimeindia.com where the audience will be able to solve this case using various digital touch points.
“The brief was really to be synonymous with crime content in India. The idea originated from the fact that of the different movie genres that exist the one that enamors people the most is detective stories. There is a sense of vicarious pleasure that viewers experience when they put themselves in the shoes of the detective and try and solve the mystery. The mental stimulation, the ‘mind games‘ gives viewers a
sense of fulfillment when they are able to solve the crime (sometimes even before the detective does ),” O&M managing partner Navin Talreja said.
He also stated that this campaign encourages people to become detectives as they try to solve the crime that has been presented to them.
“Our idea challenges the consumers to go beyond watching. It makes them participate. Challenge the detective in you to solve the clues that not just solve the crime but also reveal the film in the correct order,” senior creative director Sukesh Kumar Nayak added.
Star India VP Jyotsna Viriyala affirmed, “The channel will source content from all over the world. So if you‘re a crime junkie and love to fuel the detective in you, then this is the place to be! This campaign is essentially an awareness campaign and will be as involving as the genre itself.”
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
