MAM
Saatchi & Saatchi conceptualises Olay’s new ad campaign
Mumbai: Saatchi & Saatchi has designed the latest Olay campaign – ‘Olay Total Effects Skin Challenge‘.
Besides taking the print, television and digital route, the campaign also involved a consumer engagement program, which gave women a platform where they could not only share their stories, but also challenge themselves when it came to younger looking skin.
The new campaign is based on the insight that for many women as life changes over the years their priorities also change at every stage. And while other things become more important, skin care takes a back-seat. Keeping this as the main focus, the campaign was divided into phases.
First, a debate was sparked off by posting controversial statements in the online media. This was then followed by a Nielsen survey. The results of the survey were shared online with the audience, which resulted in more buzz. Women were then urged to take the Olay Total Effects Skin Challenge and tell them how it made a difference to their skin and their lives. Simultaneously, to keep the interaction level high, various apps and Facebook activities were initiated.
As the campaign progressed, women started sharing their experience online – compliments that they started receiving for their younger looking skin. These were then printed as advertorials and played as T.V. spots.
The brand ambassador for Olay, Kajol, also brought this thought alive as she narrated her life story and how Olay Total Effects had helped her look young and beautiful through different stages of her life.
Saatchi & Saatchi chief creative officer Ramanuj Shastry said, “Every woman is beautiful. But as her priorities change over the years, she becomes so busy that skin care isn‘t that important like it used to be. But why should her beauty be left behind, just because she‘s married or has become a mother? That‘s why through the ‘Olay Total Effects Skin Challenge‘, women can now become and feel beautiful all over again.”
P&G Olay associate marketing director Danish Rahman added, “Olay Total Effects, being one of the leading brands in India, understands the challenges that women face every day, because of which they are unable to give enough time to their skin. So we have asked women to take the ‘Olay Total Effects Skin Challenge‘ and reclaim their beauty.”
Digital
Kausik Misra joins BigTrunk Communications as senior vice president- strategy
Content veteran from Zee to steer strategy at independent agency
MUMBAI: Kausik Misra is switching from prime-time hits to brand playbooks. The former non-fiction content head at Zee Entertainment Enterprises has joined BigTrunk Communications as senior vice president–strategy, as agencies race to pair storytelling with hard business outcomes.
Announced in Mumbai, the hire adds a 15-year content and marketing hand to BigTrunk’s leadership as it courts brands seeking cultural relevance and measurable returns. Misra spent years shaping tentpole shows on Zee TV, helping build franchises such as Dance India Dance, Sa Re Ga Ma Pa, Zee Rishtey Awards and Zee Cine Awards, and pushing them across television and digital ecosystems.
At BigTrunk, he is expected to tighten strategic planning, deepen audience insight and refine narrative frameworks for clients chasing long-term brand equity. Misra pitches the move as a chance to blend consumer insight, storytelling and commercial discipline in one shop.
Founder and ceo Akhil Nair is betting on content DNA to fuel growth, arguing that brands now demand culture-literate strategy, not just media weight.
Founded in 2013, the agency operates from Delhi and Bangalore, with outposts in the United Arab Emirates and the United States. Its client roster ranges from Warner Bros. and H&R Johnson to Unibic Foods, HPCL Rajasthan Refinery Limited, ORRA Jewellery, Saraswat Bank and Discovery Kids.
As brands hunt attention in a crowded market, agencies are raiding the content world for talent. Misra’s bet is that sharp stories still sell—and that strategy, like television, is a game of hits.
