MAM
Corcoise produces TVC for O&M Malaysia
NEW DELHI: Mumbai-based advertising production firm Corcoise Films has produced a television commercial for Malaysia’s telecommunication major Maxis Communications’ cellular network. Maxis account is handled by Ogilvy & Mather, Malaysia.
The 60-second commercial primarily focuses on communicating the Maxis’ customised offering for an optimal package for the subscriber. And for this, Corcoise worked on real-life situations, from the daily routine of various age-groups, to portray Maxis’ proposition. The campaign has already been on air in Malaysia and it is also expected to go on air in south east Asian countries, depending upon the client’s strategy.
Corcoise executive producer Cyrus Pagdiwala, says, “The communication strategy focused on highlighting Maxis’ offering personalised services through various permutations and combinations of schemes. For instance, if a subscriber is using the service for a particular duration, then it is advisable for the user to go for a certain kind of package. And we conceptualised a montage of different users in different places to depict this benefit.”
Pagdiwala further added, “For instance, an old man boating in a lake spends comparatively lesser time on phone vis a vis a young executive, who gets down from the train, who all the while is engaged in discussing various things or dictating a letter. We also showed an old couple sitting on a bench in the park. We worked on six sequences in the 60-second commercial.”
The various sequences were connected via ‘voice bubble’. “The size of voice bubble (as seen in comic publications) denoted the usage of cellular service. For instance, the voice bubble of old man in a boat is smaller than the voice bubble of executive which is 100 feet long.”
The campaign was created with Malaysian models. “There is a restriction in Malaysia, which prohibit usage of models, other than local ones, to be part of television screen,” says Pagdiwala.
On the response from Maxis, the client was initially divided. While one set (among Maxis) was more keen on running the commercial without any changes, the other was keen on adding more information on pricing or features in the packages. “Eventually, it was decided that the campaign will run without any additions,” says Pagdiwala.
Maxis, which has 3.85 million subscribers, is currently planning to conduct trial runs before launching its 3G (third generation) technology system.
Corcoise is currently working on Perfetti’s Golia Activ Plus campaign for Perfetti. The campaign, created by O&M, is being prepared for Italian market.
MAM
PwC India announces leadership change in Deals practice
Shashank Jain steps down as co-leader after nearly three decades with the firm.
MUMBAI: When one dealmaker steps off the pitch, another is ready to take the baton because in the fast-moving world of transactions, the game never really stops. PwC India has announced a leadership transition in its Deals practice, with Shashank Jain stepping down from his role as co-leader to pursue an opportunity in the industry. The practice will continue to be led by Mohit Chopra, ensuring continuity and sustained growth momentum.
PwC India partner and leader for advisory dinesh Arora paid tribute to Jain’s contributions. “We deeply appreciate the significant contributions made by Shashank over close to three decades he has spent with PwC, particularly his defining role in shaping and strengthening our Transaction Services practice in India,” he said. Arora highlighted Jain’s support for clients through some of the most complex and significant transactions in the Indian market, noting his deep technical expertise, sound judgment and nuanced understanding of the evolving M&A landscape.
The Deals practice remains a key growth driver for PwC India, and the firm expects continued expansion under Mohit Chopra’s leadership. He will continue to guide clients through complex transactions and transformational business moments, building on the strong foundation established over the years.
Reflecting on his journey, Shashank Jain said, “I have had an exceptional journey at PwC. I owe my growth and learning to the nurturing environment and leadership development that PwC provided.” He added that he had been working closely with Mohit and the larger team to ensure a smooth transition and expressed confidence that Chopra would take the Deals practice to newer heights.
From intern to respected deals leader, Shashank Jain has clearly closed many successful transactions and now, it seems, he’s ready to strike a new deal of his own.
