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.
AD Agencies
WPP and Ogilvy top the global charts as India joins the creative elite: Warc rankings
A record five-year streak for Ogilvy while India secures a top five global spot
MUMBAI: The global advertising world has a familiar king, but a new powerhouse is gatecrashing the palace. In the latest Warc Creative 100 rankings, the industry’s definitive audit of excellence, WPP has once again been crowned the top holding company. Not to be outdone, its crown jewel, Ogilvy, has secured the top network spot for a staggering fifth consecutive year.
It is a “five-peat” that proves Ogilvy’s creative engine is not just running but purring. While many networks rely on one or two superstar offices to carry the load, Ogilvy’s dominance is a team effort across the globe. Hot on their heels is sister agency VML, which took the silver medal for networks, ensuring a WPP clean sweep at the very top of the podium.
The biggest noise, however, is coming from the East. India has officially vaulted into the top five most creative nations on Earth. Once viewed primarily as a back-office for production, the country is now a front-row leader in imagination. Driven by the brilliance of agencies like Ogilvy Mumbai and Leo Burnett India, the nation is proving that its work does more than just look good on a trophy shelf. In a market where every rupee must work twice as hard, Indian campaigns are blending high-concept artistry with ruthless commercial effectiveness.
The individual accolades saw Heineken toast to success as the top brand, finally knocking Apple off its perch. Unilever remains the world’s most awarded advertiser, proving that big business can still have a big heart through its work for Dove and Vaseline.
The title of the world’s most creative campaign went to Publicis Conseil Paris for their AXA “Three Words” initiative. By subtly adding “and domestic violence” to insurance policies to provide immediate relocation cover, the agency proved that the best advertising doesn’t just sell a service, it provides one.
The 2026 rankings also signal a shift in the industry’s DNA. The era of boring business-to-business marketing is dead, with B2B campaigns cracking the top ten for the first time. Meanwhile, artificial intelligence has moved past the gimmick stage. The winners this year used tech not for the sake of a trend, but to drive genuine human emotion.
Whether it is Paris providing a safety net for the vulnerable or India redefining the global creative order, the message from this year’s Warc rankings is clear. The best work in the world is no longer just about catching the eye, it is about changing the world.
