MAM
OgilvyOne, UniWorld to launch American Red Cross campaign
NEW YORK: Ad agencies are fulfilling their duties of being responsible corporate citizens. An integrated campaign from the WPP group agencies OgilvyOne, Ogilvy PR and UniWorld Group will assist the American Red Cross in launching its largest blood drive effort this week in the US.
An adweek report says that the budget is estimated at $20 million. OgilvyOne, the relationship marketing arm of Ogilvy & Mather in New York, has created marketing materials that include TV and print ads, posters, mailers, appointment cards, brochures, payroll stuffers, banners and outdoor executions.
The promotional literature carry the American Red Cross’ familiar “Together, we can save a life” tagline.
The essence of the campaign will be to convey how little time it takes to donate blood. The TV spots suggest people consider giving blood in between doing such mundane tasks as solving a crossword puzzle, taking the bus to work or fixing a child’s bike. Each spot flashes to a Band Aid as “a badge of honour.”
The ad campaign will also support the Red Cross’ Save a Life Tour 2003, which will feature two Red Cross convoys that will travel across the country through 345 communities to generate awareness about blood donation.
Ogilvy PR is guiding media relations and publicity, while UniWorld handles multicultural outreach.
Brands
Flipkart completes reverse flip to India ahead of IPO
Walmart-owned e-commerce giant shifts domicile from Singapore to Bengaluru
MUMBAI: Flipkart has completed its restructuring to move its parent company from Singapore back to India, marking a key milestone as the Walmart-owned marketplace prepares for a potential initial public offering on Indian stock exchanges, ET reported, citing people aware of the matter.
The move, often referred to as a “reverse flip”, relocates the company’s legal home to India and aligns its corporate structure more closely with its largest market. It also clears an important regulatory step for Flipkart as it explores listing plans.
As part of the restructuring, several Singapore-based entities have been merged into Flipkart Internet Private Limited, which will now serve as the main holding company for the entire group.
The consolidation brings a number of major businesses directly under the Indian parent company. These include fashion platform Myntra, logistics arm Ekart, travel booking platform Cleartrip, healthcare marketplace Flipkart Health, and fintech venture Super.money.
Under the new structure, global investors including Walmart, Microsoft, SoftBank, and the Canada Pension Plan Investment Board will hold their stakes directly in the Indian entity rather than through an overseas holding company.
The redomiciliation required approval from the Indian government because Chinese technology company Tencent owns around a 5 to 6 per cent stake in Flipkart. Under Press Note 3, investments from countries sharing a land border with India require prior government clearance.
Flipkart had already secured approval from the National Company Law Tribunal in December. With the latest clearance from the central government, the company has now obtained all the regulatory approvals needed to complete the relocation, ET reported earlier.
Flipkart had originally shifted its holding structure to Singapore in 2011 to tap global capital more easily. However, as India’s capital markets have matured, several start-ups have begun returning their domiciles to the country ahead of public listings. Companies such as Razorpay, Groww, and Meesho have taken similar steps.
The company is now expected to move ahead with its IPO preparations and has begun early discussions with merchant bankers. According to people familiar with the matter, Flipkart could file its draft prospectus later this year, setting the stage for what may become one of the most closely watched listings in India’s e-commerce sector.
Flipkart has been majority-owned by Walmart since 2018, when the US retail giant acquired a 77 per cent stake in the company for $16 billion in one of the largest e-commerce deals globally.
