MAM
Saatchi & Saatchi wins Ad Age ‘global network of 2002’ award
MUMBAI: Ideas company Saatchi & Saatchi has achieved an unprecedented hat-trick of achievements for the international advertising industry, winning leading US trade publication Advertising Age’s Global Agency Network of the year award for 2002, as well as topping the magazine’s annual ranking of new business wins.
Saatchi & Saatchi also won Adweek’s Global Agency of the Year award, in an adverse environment that the magazine admitted was “hell” for most industry operators. “In the fifth year of the Kevin Roberts era, the Saatchi CEO’s organic-growth-first strategy proved a formidable hedge against recession,” said the magazine’s editor Jack Feuer.
Saatchi & Saatchi grew worldwide billings by $US 1.3 billion last year, representing overall growth of around 20 per cent. The agency’s performance was boosted by major new assignments from long-term clients Procter & Gamble and General Mills.
The triple triumph crowns Saatchi & Saatchi’s creative supremacy at the 2002 Cannes International Advertising Festival – the advertising Oscars – where its awards included Global Network of the year and Agency of the year for its London agency. Saatchi & Saatchi “found itself in a creative groove that most other shops could only envy,” said Adweek’s Feuer.
Roberts said that the “rewarding” results showed consistent delivery of the company’s key challenges – to be in the top three of the Global New Business Table and in the top three at Cannes every year.
“The key to moving Saatchi & Saatchi to peak performance has been a focus on doing outstanding creative work for our clients. Key initiatives like Lovemarks (evolved brands which forge emotional connections with consumers) are already bearing fruit, and will continue to develop in the year ahead,” Robert added.
Saatchi & Saatchi is one of the world’s leading creative organisations. There are over 7,000 Saatchi & Saatchi people in 138 offices in 82 countries. Annual billings are more than US$ 7 billion. And it currently works for 60 of the world’s top 100 advertisers.
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
