MAM
DDW to handle Rock.in’s creative duties
MUMBAI: Online fashion portal Rock.in has awarded its creative duties to integrated agency Digital Driftwood (DDW).
DDW account manager on the Rock.in business Firoz Merchant said, “We won the account after a multiagency pitch initiated in February and look forward to working on it in the online as well as offline space.”
The agency will be in charge of the brand‘s online advertising, offline BTL activities and advertising through mainstream mediums like print and television.
DDW director Vikram Varma said “We are excited at being selected. We think that, with the emphasis on premium international brands and high quality products instead of the usual discounts and offers, Rock.in has an edge in the crowded e-commerce space. We are really looking forward to be working alongside them in achieving their marketing goals.”
The media planning and buying for the brand is handled by an in-house team. The digital duties of Rock.in will be looked into by a UK based agency High Performance (HP) that has worked on brands like Sony, LLoyds TSB and House.
Rock.in marketing head Pradeep Mohindroo said, “We wanted to hire the best people in the world for the job, we met quite a few agencies in India, and a lot of proposals came from abroad as well. At the end of it, with HP we found partners who could simplify the complicated and had the confidence of making an entirely new model of remuneration, based out of performance.”
Talking about the brand and where it is coming from Rock.in CEO Surah Sharma added, “We have a very clear idea of our target group; he or she has a discerning taste, is well travelled and aspires to be more of a world citizen. Fashion is such an important part of life, and by bringing some of the top fashion labels we aim at meeting the needs of this ever growing target group. Our work doesn‘t stop at just selling the products; it is our aim to WOW our customers at every touch point. Thus, we‘ve focused a lot into touch and feel aspects of the company. In the long run, it will not just be our products that will differentiate us from the competition; it will also be these softer aspects that will make us stand apart.”
DDW, a nine year old company, has offices in Mumbai and Delhi and has worked on brands like Yahoo!, Hindustan Unilever, Filmfare, Marico, LinkedIn and MTV.
Rock.in, which was launched in May 2012, has licenses and distribution rights for some of the global labels across London, Paris and Milan. Some of these brands include La Redoute, Paris Hilton, Lipsy London, Calvin Klein Men, DKNY and House of Dereon.
MAM
McDonald’s India NE names Sara Arjun brand ambassador
Actor returns for nostalgic Buddy Meal campaign at Rs 119 for two.
MUMBAI: Sara Arjun just came home to McDonald’s because some love stories start with a childhood ad and end with sharing fries as grown-ups. McDonald’s India – North and East has appointed actor Sara Arjun as its brand ambassador, bringing her back to the brand that first captured her on screen as a child. The collaboration launches with a playful TVC introducing the Buddy Meal, a value offering priced at Rs 119 for two burgers (McAloo Tikki or Veg Surprise), two Cokes and one medium fries.
The film recreates the classic “girlfriend-boyfriend” banter from her original McDonald’s ad, with Sara joking about today’s “demanding” relationships before her buddy admits he just wants a simple McAloo Tikki. The voiceover lands the punch: “Shukar hai McDonald’s Buddy Meal for 2 hai… starts at just Rs 119,” closing on the tagline “Khao Meal, Baat Karo”, a celebration of uncomplicated joy and shared moments.
MMG Group and CPRL vice chairman Anant Agarwal said, “Sara’s return to McDonald’s is a wonderful reminder of the deep emotional connections many customers have grown up with. With the Buddy Meal, we are celebrating friendship, nostalgia and the simple joy of sharing a McDonald’s meal together at great value.”
Sara Arjun added, “McDonald’s has been a special part of my journey since childhood. Returning to the brand for this campaign feels incredibly nostalgic. The Buddy Meal captures the simple joy of sharing food and laughter with friends.”
Available for a limited period across McDonald’s restaurants in North and East India via dine-in, takeaway, drive-thru, the McDonald’s App and leading delivery platforms, the Buddy Meal taps into the brand’s legacy of creating relatable, feel-good moments.
In a fast-food world chasing trends, McDonald’s brings back a familiar face and a simple truth: sometimes the best dates don’t need grand gestures just good burgers, cold drinks and great company at a price that leaves everyone smiling.
