AD Agencies
Ogilvy Partners The UN To Fight Plastic Pollution
MUMBAI: For Years we have implored people to be more conscious and judicious in their use of plastic. Bottles, bags, straws and cups. What started out as a convenient and cost-effective invention has started threatening the health of our planet and the future is alarming. Every year the world uses 500 billion plastic bags.
“Say no to plastic.” “Use less plastic.” “Stop plastic pollution.” The slogans started pouring in, but plastic use has anything but slowed down.
We need a change. We need it now. And often, the most productive way to effect change is by borrowing from the everyday. By taking a common phrase, or an insight and turning it on its head to drive home a simple, direct and powerful message.
“Useless people are useful!” It’s not just a catchy tagline, it defies logic. It makes people do a double-take. Makes them stop in their tracks and wonder how useless can be useful. And when we reveal that ‘by using less plastic in their lives, people can be useful to the world’, the message is driven home powerfully and memorably.
UN Environment and Ogilvy came together to launch this new thinking with a set of 3 films. Each film demonstrates how when we use less we become better.
Ogilvy India chief creative officer Sukesh Nayak says, “Turning the word useless and finding a new meaning from it to promote using less plastic, is a great way of reminding people how simple acts can help save the environment. I am hopeful that the campaign line – ‘Useless log useful hain’- will catch on as a phrase and become a common refrain.”
UN Environment India country head Atul Bagai thinks that when it came to World Environment Day theme Beat Plastic Pollution, they highlighted not just the problem of plastic pollution but also showcased the alternatives to it. These short films are witty, and we hope will encourage people to use less plastic and eventually refuse it.
AD Agencies
Havas Media India bags integrated media mandate for Modenik Lifestyle
Agency to steer full-spectrum online and offline campaigns for iconic innerwear brands
MUMBAI: Havas Media India has been appointed as the media agency of record for Modenik Lifestyle, taking charge of both online and offline media strategy, planning, and buying for the popular innerwear and lifestyle brand.
Modenik Lifestyle is home to some of India’s most trusted brands, including Enamor, a leading fashion lingerie label celebrated for its modern designs, and Dixcy Scott, renowned for comfort and mass appeal across generations. Together, these brands reflect Modenik’s vision of delivering aspirational yet accessible lifestyle products to millions of Indians.
Under the new mandate, Havas Media India will oversee end-to-end media across Television, Print, Radio, Cinema, Digital, Out-of-Home, Mobile, and BTL activations. The partnership comes as Modenik accelerates its integrated media presence nationwide, with a special focus on South India where Havas Media has been expanding rapidly.
Modenik Lifestyle Pvt Ltd CEO and executive director Shekhar Tewari said, “We wanted a media partner who truly understands both digital and traditional landscapes. Havas Media India brings a sharp, data-driven approach and strong on-ground execution. We look forward to reaching the right audiences at the right moments and creating something impactful together.”
Havas Media Network India CEO Mohit Joshi added, “Modenik Lifestyle embodies the desire of brands to mean more and consumers to connect deeply. Their iconic products have won the love of generations, and we are thrilled to partner with them to drive desire-led growth across every touchpoint.”
Havas Media India & Havas Play COO Uday Mohan noted, “With brands like Dixcy Scott and Enamor, our goal is to elevate existing equity with seamless, insight-led campaigns. South India is a particularly exciting growth region, and this win reflects the momentum of our teams there.”
The mandate reinforces Havas Media India’s position as one of the fastest-growing media networks in India and strengthens its footprint in South India, a market known for its regional nuances and hyperlocal consumer engagement.
