AD Agencies
mcgarrybowen India launches latest report ‘The New Darwinism’
NEW DELHI: mcgarrybowen India, the creative agency from the house of Dentsu Aegis Network (DAN), has launched its latest report, ‘The New Darwinism’. The report uses creativity to paint a world of the future and attempts to predict how human beings will behave once the lockdown is rolled back.
‘The New Darwinism’ is one of its kind understanding of the future through the lens of the present. It enables brands to be prepared for the new behavioural forces of the world, making them easily accepted by their consumers. The report builds on the idea of post-Covid2019 transformations, changing lifestyles, new work culture, and brand revolutions.
Some of the key behavioural trends highlighted in the report are:
Travel will focus on unwinding and chilling. It will not focus on exploration and discovery of the unknown as people will look towards the comfort of the known. The choice of destination will not be governed by just the quest for the unseen but will be guided by cities/places that have good support infrastructure and bigger hotel chains, which can guarantee safety. Experimenting with local, authentic cuisine in a restaurant at a remote part of town will change to trying out food at safety-certified big restaurants. Since people will be wary of traveling, staycations will rule over vacations.
Comfort will seep into the realm of Fashion and Beauty industry as consumers will be less guided by external validation and focus more on what they really like. Party wear will get replaced by more comfortable house party ranges. Fashion may see a rise of the new work from home wear, clothes that are multi-functional, activewear and people might focus on affordability. There will be a resurgence of themes like national pride and sustainability because the pandemic has led to a collective realisation of working in harmony with each other and our surroundings. DIY (Do it yourself) beauty products will see more adoption as will ‘do-good’ products rather than ‘look-good’ products.
For malls and cinemas, restrictions will be the new freedom that people will seek. Restricted seating, restricted tickets/passes and focus on more pre-packaged food at theatres will be asked for. The movie-going occasions will be creatively created as most of the movie releases have been delayed or pushed to next year. Japanese, Korean and International film festivals will be driving the theatre queues as will the replaying of marquee 3D and IMAX based films to bring back the lure of the theatres.
The need for entertainment is going to redefine the home space. The interest in Smart TVs, Firestick, Chromecast, Xbox and Bluetooth speaker is going to intensify. When it comes to the durable category, kitchen appliances will get a facelift with consumers spending more time in the kitchen and experimenting with food. Hence, oven, microwave and water purifier might get traction, as will durable categories that drive convenience like vacuum cleaners and dish washers.
mcgarrybowen president Nishi Kant said, “We are living in interesting times. The future of Indian businesses is going to be defined and shaped by what we are going through. So, we thought instead of discovering it when it happens, why don’t we start imagining how it will look like. We wanted to create a playbook that brands across different categories can use.”
mcarrybowen India general manager Pragati Rana added, “We had a lot of fun while coming up with this report. Not only did we consider the present, we wanted to emphasise on the future and create something that brands, and businesses could put to use.”
AD Agencies
Havas Media India bags integrated media mandate for Modenik Lifestyle
Agency to steer full-spectrum online and offline campaigns for iconic innerwear brands
MUMBAI: Havas Media India has been appointed as the media agency of record for Modenik Lifestyle, taking charge of both online and offline media strategy, planning, and buying for the popular innerwear and lifestyle brand.
Modenik Lifestyle is home to some of India’s most trusted brands, including Enamor, a leading fashion lingerie label celebrated for its modern designs, and Dixcy Scott, renowned for comfort and mass appeal across generations. Together, these brands reflect Modenik’s vision of delivering aspirational yet accessible lifestyle products to millions of Indians.
Under the new mandate, Havas Media India will oversee end-to-end media across Television, Print, Radio, Cinema, Digital, Out-of-Home, Mobile, and BTL activations. The partnership comes as Modenik accelerates its integrated media presence nationwide, with a special focus on South India where Havas Media has been expanding rapidly.
Modenik Lifestyle Pvt Ltd CEO and executive director Shekhar Tewari said, “We wanted a media partner who truly understands both digital and traditional landscapes. Havas Media India brings a sharp, data-driven approach and strong on-ground execution. We look forward to reaching the right audiences at the right moments and creating something impactful together.”
Havas Media Network India CEO Mohit Joshi added, “Modenik Lifestyle embodies the desire of brands to mean more and consumers to connect deeply. Their iconic products have won the love of generations, and we are thrilled to partner with them to drive desire-led growth across every touchpoint.”
Havas Media India & Havas Play COO Uday Mohan noted, “With brands like Dixcy Scott and Enamor, our goal is to elevate existing equity with seamless, insight-led campaigns. South India is a particularly exciting growth region, and this win reflects the momentum of our teams there.”
The mandate reinforces Havas Media India’s position as one of the fastest-growing media networks in India and strengthens its footprint in South India, a market known for its regional nuances and hyperlocal consumer engagement.
