MAM
Lowe and Partners presents at TEDGlobal in Rio
MUMBAI: Last week Lowe and Partners presented at TED’s global conference, TEDGlobal in Rio Di Janeiro, sharing its work for the Colombian Ministry of Defence to promote voluntary demobilization of the FARC Guerrilla faction and their inclusion back into society.
Jose Miguel Sokoloff, President of the Lowe and Partners Global Creative Council presented the work on behalf of Lowe and Partners, and the team at Lowe SSP3 in Colombia. His speech focused on the work that he and his agency do in Colombia to assist in the demobilization of the FARC Guerrilla terrorist faction (a conflict of over 60 years) and their return to Colombian society. He shared his thoughts on how creativity and the truly innovative way in which Lowe SSP3 has communicated directly with the FARC members, plus the success rate in actual demobilizations, has been critical to success.
“In my lifetime I have not lived one day of peace in my country,” says Sokoloff. “Home of the world’s oldest standing guerillas, Colombia has seen 5.7 million of its inhabitants displaced and 220,000 of its people killed from its wearying guerrilla war.”
Sokoloff is proud to be part of the evolving peace process in his homeland. He passionately believes in not standing idly by, when he can participate and use creative thinking, innovation with interactive campaign strategy and beautiful story-telling to one day, bring an end to a war he has lived all his life.
Sokoloff commented: “I was honoured and humbled to speak at TEDGlobal. We believe in the power of human emotions, and we have learnt a lot from them. I want to share our experiences and our learnings from our eight year, ongoing journey with our Client, the Colombian Ministry of Defence, in trying to help shape the outcome of the internal conflict here in Colombia. There should be lessons there to help resolve other conflicts around the globe.”
His work towards bringing about a new, peaceful Colombia is at the heart of his multi award winning FARC Guerrilla demobilization campaigns and has seen him awarded around the world. The campaign has been recipient of the only D&AD Black Pencil awarded to a Latin American agency and a Titanium Cannes Lion – again a Latin American first. Additionally the campaign has been awarded a prestigious UK IPA Effectiveness Grand Prix, a Jay Chiat Grand Prix for Strategic Excellence and an El Ojo Grand Prix.
Brands
OPPO India rolls out Zindagi Ka Frame Wide Karo ahead of F33 launch
KL Rahul-led campaign spotlights real-life moments and front camera focus
NEW DELHI: OPPO India has unveiled its latest brand campaign, Zindagi Ka Frame Wide Karo, featuring KL Rahul, as it gears up for the launch of its upcoming F33 Series.
The campaign film, also starring content creator Satish Ray, captures the spirit of spontaneous moments and shared experiences, positioning the F33 as a front-camera-first device designed for real-life use. Set against a mountain trek backdrop, the narrative follows a group of friends whose getaway takes an unexpected turn when they run into Rahul, leading to a series of candid, unscripted moments.
Through humour and warmth, the film highlights how young consumers increasingly capture memories as they happen, without worrying about perfect framing or conditions. The storytelling underscores the device’s ability to handle wide-angle group selfies, durability in real-world scenarios and consistent performance across situations.
Sharing his experience, OPPO India brand ambassador KL Rahul said, “What I loved about this film is how real it feels. It’s not about posing or planning a perfect shot, these are the kind of moments we all live every day with friends.” He added that the device allows users to stay in the moment without worrying about the frame or performance.
Explaining the campaign thought, OPPO India head of communications Goldee Patnaik said the F series has built a reputation for durability and everyday reliability, and the F33 extends that strength into how users capture and share memories. He noted that selfies and group photos remain central to social interactions, making a dependable front camera a key focus.
Further elaborating on the idea, OPPO India head of digital marketing Sushant Vashistha said, “The idea behind ‘Zindagi ka frame wide karo’ is rooted in how young Indians experience life collectively, through friendships, fandom and shared moments.” He added that Rahul’s presence brings authenticity and relatability to the narrative.
The campaign will be rolled out across digital platforms, social media channels and video networks in the run-up to the F33 Series launch.
With this campaign, OPPO is leaning into a simple insight: life rarely fits neatly into a frame, and sometimes, the best moments are the ones that spill over.
