Latest news with #LeoBurnett
Time of India
25-07-2025
- Entertainment
- Time of India
Ayushmann Khurrana breaks the loop with Kitkat and Spotify
Kitkat and Spotify have come together to help consumers 'Break the Loop' and break free from their monotonous playlists. Featuring Bollywood actor Ayushmann Khurrana , Kitkat's new campaign is inviting people to break out of their usual Spotify playlists and discover fresh tracks, genres and moods, turning everyday music breaks into moments of discovery. The film, conceptualised by Leo Burnett , brings alive Kitkat's core message of meaningful, refreshing breaks in a modern, digital context. With specially designed KitKat packs, every break becomes a playful moment of discovery. Just scan the pack to unlock personalised Spotify tracks based on your listening behavior, serving you fresh music you've never heard before. Gopichandar Jagatheesan, head, confectionery business, Nestlé India , said, 'With 'Break the Loop,' we're extending that idea to the digital world, teaming up with Spotify to give consumers a light-hearted, relatable reason to pause their day and refresh not just their mood, but their songs too.' Sanketh Garimella, director of sales - CPG and auto, Spotify India said, "Kitkat's new campaign is a great example of how those who listen to their favorite songs over and over again, every day, can easily find new music they'll love on Spotify, with playlists curated just for them." The campaign kicks off with a digital-first film across YouTube and Meta platforms, supported by a multi-touchpoint rollout including outdoor media, Spotify in-app audio advertising and engaging social content. Watch the video here:
Time of India
26-06-2025
- Business
- Time of India
Cheil X appoints Ankit Singh as national strategy director
Cheil X has announced the appointment of Ankit Singh as national strategy director , further strengthening its leadership across strategy, creative, and brand experience. He will report to Jitender Dabas , chief executive officer, Cheil X, with a mandate to lead the agency's strategic vision across all Cheil X companies in India. The appointment comes as Cheil X continues to build a new leadership team and evolve into a future-ready, full-funnel agency — offering integrated solutions that drive persuasion across content, commerce, and experience. Singh is a seasoned strategist with a proven track record of building high‑performance teams, scaling businesses, and shaping iconic brands across South Asia. He joins from Hilton, where he served as director – brand marketing , South Asia, strengthening its positioning across the region. He previously led the strategy function at Leo Burnett, North, where he played a pivotal role in transforming the Delhi office into a strategic and creative powerhouse. He also led strategy for BBH Delhi, where he was instrumental in the agency's successful expansion into a new region. Over the years, he has spearheaded brand strategy for PepsiCo, Coca‑Cola, Reckitt, Unilever, Niva Bupa, Blackberrys, Apple, Uber, and Tinder. His expertise in brand strategy, cultural intelligence and technology-driven approach makes him instrumental to Cheil X's integrated solutions framework. Dabas said, 'I've always believed that a strong strategic core doesn't just solve business problems for brands - it shapes the agency's ability to stay ahead of change. Ankit brings his expertise of partnering with big global and Indian brands and an astute understanding of what marketing and brands need today. We are building a winning team — and Ankit will be a key player in that formation.' Singh said, 'Data and technology are reshaping how brands connect with people, and Cheil has long been at the forefront of this shift — creating connected experiences across the consumer journey. I've always been drawn to building new things, so when Jeetu shared his bold vision for Cheil X, it felt like the perfect moment and the right place to build a future‑ready agency that delivers impact at scale.' This announcement is part of a broader effort by Cheil X to bring together a new generation of leaders — strategists, creatives, technologists, and experience designers — to reimagine how brands are built in a connected world.
Mint
26-06-2025
- Business
- Mint
Saatchi & Saatchi doubles in size in five years—but agency model under strain as ROI obsession rises
Mumbai: Creative agency Saatchi & Saatchi India has quietly doubled in overall scale and revenue size over the past five years, expanding headcount, winning marquee mandates and growing its digital arm nearly tenfold. But even as the agency rides a strong growth wave, chief executive officer (CEO) Paritosh Srivastava admits the broader industry is staring at some fundamental shifts—from broken revenue models and rising client demands to the slow erosion of creativity itself. The year 2024 has been the best in the agency's history, Srivastava told Mint. 'We've won large mandates—Diageo, Skoda, Pampers, FedEx and Leela Hotels—and we now operate with over 400 people across Saatchi & Saatchi, BBH India and digital agency Saatchi Propagate," Srivastava said. The group's digital arm, acquired in 2019, has grown from a ₹4 crore operation to ₹40 crore in projected revenues for FY25. While there is no formal industry ranking or audited revenue leaderboard for creative agencies in India, unlike media buying agencies, Saatchi competes with other top networks such as Ogilvy, Leo Burnett, McCann, DDB Mudra, FCB and Lowe Lintas. Srivastava attributes much of this momentum to Publicis Groupe's Power of One model, where integrated teams from creative, digital, CRM, media, commerce and data work together under one unified mandate. 'Close to 80% of our wins are now Power of One. Clients don't want seven different agencies interpreting their brand in different ways. We're solving end-to-end." But behind that integration lies the reality of a creative industry stretched thin. Margins are under pressure, campaign timelines are shrinking and budgets are splintered across platforms. Srivastava acknowledges that clients are more focused than ever on one thing: results. 'There's no ambiguity—measurableReturn on Investment (ROI) is the priority," he said. 'The advertising business has become serious. Clients are accountable for every rupee they spend and so are we. Awards are great, but we exist to drive business outcomes." There's no universal benchmark for ROI in advertising since it varies based on parameters such as brand, category, campaign objective, and platform. Yet firms like Ogilvy, McCann, Leo Burnett and FCB have traditionally led in both scale and awards tally. Identity rethink Srivastava believes this shift has forced agencies to rethink their very identity. 'The retainer and commission model is under stress. The only way forward is to align with clients on key performance indicators (KPIs) and take shared responsibility. If agencies want to stay relevant, they have to stop thinking in silos—creative, media, strategy—and start owning the full funnel." That shift has strategic implications. Saatchi, Srivastava said, now operates one of the largest strategy teams among Indian creative agencies. 'Strategy is no longer a support function—it's the arrowhead. It guides creative, informs effectiveness and brings the client's business reality into the room." Yet, the big question remains—what about creativity itself? In a world dominated by dashboards, performance metrics and templatized storytelling, where does the bold idea fit in? 'It's true," Srivastava admits. 'We're living in an age of sameness. There's too much noise. Brands are struggling to stand out. That's why belief systems matter—BBH's 'Zag when others Zig' or Saatchi's 'Nothing is Impossible' aren't taglines. They're creative operating systems that help us resist the pull toward mediocrity." Still, many in the industry are concerned that creativity is being overshadowed. 'There's a risk," he said. 'But creativity is no longer just about a 60-second film. It's about interpreting data in a fresh way, building loyalty and driving commerce. It has evolved, not disappeared." On talent, the cracks are deeper. The advertising industry, unlike IT or consulting, has historically underinvested in long-term pipeline building. 'We don't have a ready talent base. So we've started building our own," Srivastava said. The group has delivered over 1,600 hours of training in 2024 and now recruits actively from smaller towns and interdisciplinary backgrounds—science, statistics, anthropology. The employee fix He's candid about what's broken: 'As long as agencies keep hiring at ₹5-6 lakh, they'll keep struggling. You push that to ₹10-15 lakh, and the quality transforms overnight. But we need to convince clients to pay for the talent they expect." Srivastava also pointed to industry image problems. 'We haven't pitched advertising well to the next generation. It offers energy, challenge, impact—yet it's not considered sexy anymore. We need to fix that." The agency's certification as a 'Great Place to Work' is one step in that direction. 'We're the only large creative agency in India with that badge. That means something," he said. Attrition among fresh recruits remains around 30%, but drops sharply after three years, he added. Asked whether legacy agency brands still matter in an era dominated by startups, data, and performance-driven storytelling, Srivastava was emphatic. 'They'll matter more. As data and tech get democratized, what will set brands apart is trust, consistency and creativity. That's what legacy agencies—if they adapt—can still deliver best."
Mint
23-06-2025
- Entertainment
- Mint
India roars at Cannes, but global creative dominance still eludes us
MUMBAI: India has never looked more confident on the global creative stage. With a rich haul of 32 Lions at this year's Cannes Lions International Festival, including a Grand Prix, nine Golds, nine Silvers, and 13 Bronzes, this was India's best outing since 2022. But behind the celebration lies a more sobering question: while Indian ad agencies are solving real-world problems and building culturally powerful narratives, are we still falling short of creating globally scaled, exportable creative intellectual property (IP)? The wins spanned newer, impact-led categories like PR, creative data, social and influencer, creative strategy and brand experience—marking a clear departure from the era when India's strength lay in print or radio. Among the most celebrated campaigns this year were FCB India's Lucky Yatra, which gamified Indian Railways' unreserved ticketing system to reward underserved travellers; Leo Burnett's Tailor Test, which used neighbourhood tailors to push men toward preventive health check-ups; and Ogilvy's Erase Valentine's Day, which continued 5Star's irreverent tone and won Gold for its culturally subversive social play. Also read: Advertising sentiment remains subdued during festive quarter 'India's performance at Cannes this year has been nothing short of inspiring, and I think it is the result of a steady evolution and not a sudden breakthrough," said Rana Barua, group chief executive officer, Havas India, SEA and North Asia (Japan and South Korea). 'We've been sharpening our strategic thinking while staying rooted in culture and elevating the craft to meet global standards. What's really working in our favour now is our ability to tell stories that are both deeply local but also hold universal relevance." Havas India picked up metals for Ink of Democracy, which turned a newspaper front page purple—the colour of India's voting ink—to nudge readers to vote. The campaign was high on cultural resonance and symbolic weight and reflected the kind of idea Cannes increasingly rewards. 'We're witnessing a definitive shift toward 'purpose with proof'. It's no longer enough for a campaign to simply say something meaningful; it also has to do with the right messaging and effective impact," Barua said. 'The work that wins today is emotionally compelling, but also measurable, actionable, and anchored in truth." Even traditional advertisers are leaning into this shift. Mondelez India's 5Star was again among the Cannes winners for its quirky, anti-Valentine's Day campaign. 'Winning Gold at Cannes is a moment of immense pride for us," said Nitin Saini, vice-president—marketing, Mondelez India. 'We aim to deliver bold, clutter-breaking work that drives both brand love and business impact." Also read: Music labels crack the whip as influencers flout copyright rules on social media Saini underlined that the brand doesn't create work just to win awards. 'Our briefs are always anchored on winning with consumers, keeping in mind our key brand objectives and with a laser focus on consumer impact," he said. 'But when the work is insightful, disruptive, and hits the right cultural nerve, it often earns recognition." He also pointed out that risk-taking is less about timing and more about internal culture. 'At Mondelez, we encourage our teams to deeply understand the consumer, the cultural context and our brands and from that foundation, we give them the freedom to experiment." But despite the optimism, some remain unconvinced that this success marks a permanent shift. Karthik Srinivasan, independent communications consultant, said, 'There is good work coming out of India, most definitely, but we could do a lot better in terms of scale and ambition." Srinivasan noted that many of the wins came from purpose-led interventions, where there's greater creative flexibility than in product-led advertising. 'Purpose-led activations have always been the well of creative thought, unshackled from the need to sell, which is the traditional bedrock of advertising. So it's no wonder that they offer better width for agencies to unleash creativity. But the real magic would be in producing such creativity in service of selling traditional products, using traditional brand storytelling." He also raised a deeper issue: India still hasn't created a globally exportable brand idea. 'We still lack the ambition to create ideas that can be scaled globally. For instance, Surf Excel's Daag Achche Hain, Snickers' You're Not You When You're Hungry, or Pepsi's No Lays, No Game were all successfully adapted in India and not originated. While we go hard on local relevance, when we create ideas that can work locally and can be successfully imported to other markets, that would signal something very different about Indian creativity." Some of this year's top winners weren't without controversy. Lucky Yatra drew criticism over execution claims, while a Britannia film raised concerns about exaggerated outcomes—rekindling debates around the line between case study storytelling and fact-based results. Also read: Former Disney India legal head Mihir Rale joins Cyril Amarchand Mangaldas 'Creativity, on its own, does matter," Srinivasan said. 'But when in advertising, there's a subsequent question: 'Did it work?' That depends on other factors—whether there was enough money and appropriate media vehicles used in service of the idea, and whether the intended audience gained from it. Awards matter when they are defined sharply." Barua believes that Indian agencies are moving in the right direction—investing in system-level change, not just in campaign flash. 'Great work doesn't happen by accident. It takes intent, collaboration, and a culture that champions both excellence and empathy," he said. 'Our Village model brings together creative, media, CX (consumer experience), design, PR, tech and health under one roof. We're not just making ads, we're solving complex business problems." This year's Cannes wins weren't dominated by any single holding company or city. FCB, Leo Burnett, Ogilvy, Havas, Dentsu Creative, Godrej Creative Lab and BBH all contributed, suggesting a broader base of ambition and capability across the ecosystem. But the question of consistency remains. 'We're absolutely capable of becoming consistent global forces," Barua said. 'What's holding us back is a mix of scale, mindset, and opportunity. We're often operating in a value-conscious, risk-averse environment, but that's changing." What's encouraging is that Indian creatives are no longer thinking in just 30-second TVCs or radio spots. They're thinking in platforms, formats and ecosystems. And this year's winners prove India can deliver culturally rooted, globally relevant storytelling. The challenge now is whether we can build on this momentum and create ideas that don't just win, but endure. India may not have had its Droga5 moment yet. But Cannes 2025 suggests we're no longer chasing others. We're finally beginning to lead.
Campaign ME
09-06-2025
- Business
- Campaign ME
Hessa Al Sudairy joins Publicis Communications KSA as Executive Creative Director
Publicis Communications KSA, the creative hub of Publicis Groupe Middle East has appointed Hessa Al Sudairy as Executive Creative Director. In this role, Al Sudairy will collaborate with the Leo Burnett and Saatchi & Saatchi offices across the Kingdom to further strengthen their creative vision across a diverse and growing client portfolio. She brings over 15 years of experience in the region, with a strong track record of developing campaigns for both Saudi Arabia's leading brands and global powerhouses. Her work spans sectors including telecom, tech, banking and finance, FMCG, and automotive, with a portfolio that features global and regional brands including Apple, stc, Almarai, Red Bull, Volkswagen, and several top financial institutions. Al Sudairy joined Leo Burnett early in her career as a copywriter and now returns to lead the creative charge in a market that continues to evolve rapidly. Bassel Kakish, Chief Executive Officer, Publicis Groupe ME&T, said, 'Hessa's return comes at a pivotal moment for our creative ambitions in Saudi Arabia. She brings the right mix of creative leadership, market understanding, and collaborative energy that our clients value. We're excited to have her back.' Publicis Communications KSA claims her creative approach combines strategic thinking with cultural relevance. She has also been known for delivering ideas that are both impactful and grounded in insight. Fizo Younis, Chief Creative Officer, Publicis Communications KSA & Egypt, said, 'You're only as good as the people you work with, and Hessa raises the bar. Her creative excellence speaks for itself, but it's who she is as a person that makes working with her such a joy. Can't wait to see how she leads our teams in KSA to new heights. Commenting on her appointment Al Sudairy said, 'It's thrilling to return to a dynamic, ever-evolving group that places integration at the heart of its offering, and to bring that to the region's most exciting market, KSA.' Her award winning work has been recognised by Dubai Lynx, Loeries, Effies, WARC and D&AD, and she has previously served as a juror for Dubai Lynx and the Clio Awards. Her appointment aims to reflects the agency's focus on strengthening its creative leadership across the region and deepening its commitment to the Saudi market.
