MAM
HolidayIQ.com ropes in Orchard as creative partner
MUMBAI: Leo Burnett‘s agency Orchard Advertising has been awarded the creative mandate for holiday information portal HolidayIQ.com.
The agency will be in charge of the ATL and BTL activities for the brand.
Orchard VP and head of office Anish Daryani said, “HolidayIQ.com is a phenomenal business idea, where the power of user-generated reviews is leveraged to make holiday planning easier for the Indian traveller. This involves a massive change in human behaviour, where people need to overcome the inertia that keeps them from sharing their reviews in a public forum. This is a fantastic opportunity for us to use our proprietary HumanKind model to influence consumer behaviour, giving HolidayIQ.com a larger purpose – that of harnessing the power of user reviews to create a smarter Indian traveller.”
Orchard recently kicked off the first campaign – Goa to the Power of HolidayIQ -an anthem for the holidayer in Goa – called “hiq!it”, composed and sung by Remo Fernandes and co-written by Thomas Xavier. Additionally, there is an activation exercise through a specially designed tablet device called the “hiq!PAD”, where hoteliers can get their guests to digitally collect reviews and take it live in real time. An activation team has also been stationed across popular tourist destinations in Goa, collecting reviews through the “hiq!PAD”.
Orchard NCD and chairman Thomas Xavier said, “We want to unleash the power of guest reviews for HolidayIQ. We‘ve devised the term ‘hiq!‘ which isn‘t a mere abbreviation of HolidayIQ, but stands for ‘Holiday Inspired Quote‘. Going forward, we intend to make ‘hiq!‘ part of common parlance which means ‘a review‘. From a HumanKind perspective, a ‘hiq!‘ is a gift from one traveler to another.”
HolidayIQ.com founder and CEO Hari Nair said, “Orchard was able to envisage our brand in a larger-than-life manner, and their team has displayed tremendous passion and interest towards our cause. We feel we‘ve found the right partner in Orchard and look forward to a long and fruitful partnership.”
AD Agencies
Prakash Nair reportedly quits Ogilvy after 23 years
One of the agency’s longest-serving leaders has moved on, with his next destination still unknown
MUMBAI: After more than two decades at one address, Prakash Nair has left the building. The president and head of office, north at Ogilvy has moved on from the agency, according to highly placed industry sources. His next move remains unknown. Ogilvy did not respond to requests for comment.
Nair spent over 23 years at the agency, making him one of its longest-serving senior figures. He was elevated to lead the Gurugram office in April 2022, a role that put him at the helm of Ogilvy’s northern operations at a time of considerable churn across the advertising industry.
Before taking charge in the capital, Nair served as associate president at Ogilvy Mumbai, where he worked on some of the agency’s most prized accounts, including Mondelez, Tata Motors, and BP Castrol. Over the years, he built a reputation for driving modern, integrated, and award-winning work, the kind that wins metals at Cannes and keeps clients from straying.
His departure was marked in style. A farewell gathering was held in Delhi, attended by senior figures from across the advertising fraternity, a signal of the regard in which Nair is held in an industry that does not always pause to say goodbye properly.
Where he goes next is the question the industry is now asking. After 23 years at one of the world’s most storied agencies, the answer, when it comes, will be worth watching.
