Latest news with #McCannWorldgroupIndia
Time of India
20-06-2025
- Entertainment
- Time of India
Entertain or Fade Away: The New Imperative for Brands
By Prasoon Joshi Lines between advertising and entertainment have been blurring for quite some time now. Today, we openly acknowledge the role of entertainment in messaging—reflected in its recognition as a separate category at festivals like Cannes. But if we look back at the fundamentals of advertising, entertainment has always been rooted in its essence. We needed creativity to communicate. The subtle art of crafting a message was always valued. But somewhere along the way, we tried to crack a formula or templatize the process, and it became predictable. We forgot how to reward the audience. That's where entertainment re-emerged, reminding us of a basic truth. While judging at Cannes this year, one thought kept returning to me: to share an idea, you must first engage. You need to entertain. McCann Worldgroup's 17-minute documentary on Ilon Specht, which won multiple honors, served as a reminder that long-form storytelling, when done with authenticity and emotional depth, can build brand equity with lasting resonance. It might not look like a conventional ad, but it communicates with grace and intention. It also reminded us that entertaining doesn't always mean making people laugh or dance. It can be serious—but it still needs to connect, to strike a chord. And this documentary did that beautifully. Today, creative power rests with filmmakers, gamers, poets, editors, and storytellers. Collaboration is essential. Some of the strongest work this year came from hybrid teams—strategists, filmmakers, copywriters, producers—blending perspectives and expertise. Today's creatives are hybrids: producer-directors, strategist-anthropologists, creator-editors. Advertising is no longer just a medium; it is a cultural stage where content and collective experience merge. The future of branded content lies in human stories created within platform-native ecosystems. The Entertainment Lions for Music and Sport are brimming with brand-artist collaborations, sonic branding, and narrative music videos that feel like mainstream releases. More than ever, brands are not just observers of entertainment culture—they are active participants. This calls for a shift from announcement to narrative, from presence to participation. As creative leaders, our goal is not merely to craft better ads—but to build ecosystems of meaning. Campaigns that people choose to engage with. That become part of their lives. That feel less like marketing and more like memory. Our opportunity lies in creating not just ads, but culture-rich, resonant, and measurable entertainment ecosystems. Audiences are demanding, and platforms are evolving. And as the Cannes Lions Festival underscored: entertain—or fade away. (The writer, Chief Creative Officer & CEO, McCann Worldgroup India and Chairman McCann Worldgroup APAC, is an attendee at the Cannes Lions International Festival of Creativity 2025. Views expressed are personal.)
Time of India
19-06-2025
- Business
- Time of India
Virat Kohli delivers charm and impact with Asian Paints' Apcolite All Protek
Apcolite All Protek , powered by the advanced Lotus Effect Technology , is the latest chapter in reaffirming Asian Paints ' position as the definitive gold standard in paints and coatings. The launch is accompanied by a new ad film starring Virat Kohli , the brand's ambassador, who brings the product's promise to life with charm and energy. Conceptualised by McCann Worldgroup , the ad takes viewers into a playful yet relatable setting, where Kohli's beautifully done-up home is put to the test by a mischievous child armed with juice, milkshakes and more. In every instance, Apcolite All Protek rises to the challenge effortlessly repelling every stain. The film captures the product's power in a light-hearted narrative that resonates with modern families navigating playful, unpredictable moments with style. Amit Syngle, managing director and chief executive officer, Asian Paints said, 'With Apcolite All Protek and its Lotus Effect Technology, we've created a solution that responds to this reality. It takes the stress out of keeping walls clean with best-in-class stain repellency. It's a step towards smarter, more seamless living, where homes reflect elegance and endure daily wear with ease.' Prasoon Joshi - chief creative officer and chief executive officer McCann Worldgroup India, and Chairman McCann Worldgroup APAC said 'With its revolutionary 'Lotus Effect Technology,' it prevents stains before they even stick, which is a true shift in the stain 'removal' category. Bringing this innovative feature to life visually needed a fresh approach, and with Virat Kohli leading the charge, this campaign delivers both charm and impact.' With this launch, Asian Paints redefines expectations in the super-premium interior paint category yet again demonstrating that when it comes to paints and décor, the brand is not just participating in the industry but shaping its future, the press note stated. Watch the video here:
Time of India
02-06-2025
- Entertainment
- Time of India
Happydent unveils sparkling storytelling highlighting the power of a smile
HighlightsHappydent, the chewing gum brand from Perfetti Van Melle India, has launched a new ad campaign titled 'Chamking Gum: Chamka Muskaan, Jagmag Jahaan', which emphasises the power of a radiant smile to inspire imagination and social responsibility. The campaign, conceptualised by McCann Worldgroup India, features creative leader Prasoon Joshi, who wrote the lyrics and provided the voice for the background song, enhancing the film's emotional and cultural resonance with modern audiences. Nikhil Sharma, Managing Director of Perfetti Van Melle India, highlighted the brand's commitment to cultural and emotional relevance, while Gunjan Khetan, Marketing Director, emphasized that the campaign reflects the spirit of imagination and purpose central to the brand's identity. Happydent , India's chewing gum brands from the house of Perfetti Van Melle India , has launched a new ad film that takes a playful yet purposeful turn. The new campaign ' Chamking Gum: Chamka Muskaan, Jagmag Jahaan ', rekindles the brand's legendary storytelling with a fresh, cinematic lens—celebrating the magic of a radiant smile and its power to inspire imagination, drawing viewers into a visually rich narrative world. Conceptualised by McCann Worldgroup India , the campaign is led by creative leader Prasoon Joshi , who has written the lyrics for the background song and lent his unique voice to it, set to the music of Bollywood's music maestro, Shantanu Moitra. The campaign is thoughtfully crafted to resonate with a new generation of consumers who value authenticity, playfulness, and purpose. At the heart of the film is a storyline revolving around a group of performers who, with the help of visual-red paint and bright smiles, highlight the improper conduct of needlessly littering their surroundings. It is an imaginative yet insightful reminder that small acts of brightness can spark larger societal change. Rooted in cultural insights and everyday behavior, the film blends relatability, warmth, and a subtle message to highlight how simple gestures can inspire collective responsibility. With rich, high-impact visuals, the campaign pays homage to Happydent's iconic legacy—including memorable classics like the Palace and Photographer ads while evolving its storytelling for today's world. Commenting on the launch, Nikhil Sharma, managing director, Perfetti Van Melle India, shared, 'At Perfetti Van Melle India, our goal has always been to build brands that resonate culturally and emotionally while delivering business impact. Happydent perfectly embodies this vision. ' Chamka Muskaan, Jagmag Jahaan ' reflects our strategic intent to stay relevant with modern consumers while staying true to the brand's core. Our enduring partnership with McCann Worldgroup continues to deliver creative excellence that is both distinctive and meaningful.' Gunjan Khetan, marketing director, Perfetti Van Melle India, added, 'Happydent has always believed in the power of imaginative storytelling—narratives that don't just entertain, but connect. This campaign celebrates the sparkling smile as a symbol of imagination, expression and meaning. ' Chamka Muskaan, Jagmag Jahaan ' isn't just a tagline—it's the spirit of the brand and the times we live in. As we engage with Gen Z and modern audiences, we're proud to create stories that reflect purpose and emotional resonance with visual brilliance.' Prasoon Joshi - chief creative officer and chief executive officer McCann Worldgroup India said, 'Writing for Happydent has always been close to my heart. But this project would not have been possible without the unwavering trust and collaborative spirit of the Perfetti team. Special acknowledgment goes to Nikhil and his belief in bold ideas. Along with Gunjan who gave us the creative freedom we needed to soar. They have kept the legacy of visionaries like Sameer Suneja who redefined Perfetti's advertising . The day I met Vinil for this project I knew he would be the right person to give life to this idea and script. He has an exceptional eye for craft and storytelling, and it shines through in every frame.' The new Happydent commercial is a film that isn't just another commercial—it's a reminder of what advertising can be when it dares to dream, laugh and feel, the company stated in a press release. Watch the video here:
Hans India
02-06-2025
- Entertainment
- Hans India
Happydent 'Chamking Gum: Chamka Muskaan, Jagmag Jahaan' brings a fresh cinematic twist to its iconic storytelling
Happydent, one of India's most beloved chewing gum brands from the house of Perfetti Van Melle India, has launched a striking new ad film that takes a playful yet purposeful turn. The New Campaign 'Chamking Gum: Chamka Muskaan, Jagmag Jahaan', rekindles the brand's legendary storytelling with a fresh, cinematic lens—celebrating the magic of a radiant smile and its power to inspire imagination, drawing viewers into a visually rich narrative world. Conceptualized by McCann Worldgroup India, the campaign is led by renowned creative leader Prasoon Joshi, who has written the lyrics for the background song and lent his unique voice to it, set to the music of Bollywood's renowned music maestro, Shantanu Moitra. The campaign is thoughtfully crafted to resonate with a new generation of consumers who value authenticity, playfulness, and purpose. At the heart of the film is a storyline revolving around a group of performers who, with the help of visual-red paint and bright smiles, highlight the improper conduct of needlessly littering their surroundings. It is an imaginative yet insightful reminder that small acts of brightness can spark larger societal change. Rooted in cultural insights and everyday behavior, the film blends relatability, warmth, and a subtle message to highlight how simple gestures can inspire collective responsibility. With rich, high-impact visuals, the campaign pays homage to Happydent's iconic legacy—including memorable classics like the Palace and Photographer ads while evolving its storytelling for today's world. Commenting on the launch, Nikhil Sharma, Managing Director, Perfetti Van Melle India, shared 'At Perfetti Van Melle India, our goal has always been to build brands that resonate culturally and emotionally while delivering business impact. Happydent perfectly embodies this vision. 'Chamka Muskaan, Jagmag Jahaan' reflects our strategic intent to stay relevant with modern consumers while staying true to the brand's core. Our enduring partnership with McCann Worldgroup continues to deliver creative excellence that is both distinctive and meaningful.' Gunjan Khetan, Marketing Director, Perfetti Van Melle India, added 'Happydent has always believed in the power of imaginative storytelling—narratives that don't just entertain, but connect. This campaign celebrates the sparkling smile as a symbol of imagination, expression and meaning. 'Chamka Muskaan, Jagmag Jahaan' isn't just a tagline—it's the spirit of the brand and the times we live in. As we engage with Gen Z and modern audiences, we're proud to create stories that reflect purpose and emotional resonance with visual brilliance.' Prasoon Joshi - Chief Creative Officer & CEO McCann Worldgroup India said: 'Writing for Happydent has always been close to my heart. But this project would not have been possible without the unwavering trust and collaborative spirit of the Perfetti team. Special acknowledgment goes to Nikhil and his belief in bold ideas. Along with Gunjan who gave us the creative freedom we needed to soar. They have kept the legacy of visionaries like Sameer Suneja who redefined Perfetti's advertising. The day I met Vinil for this project I knew he would be the right person to give life to this idea and script. He has an exceptional eye for craft and storytelling, and it shines through in every frame. A shout out to my wonderful team at McCann Utsav, Gaurav, Jeet, Abhishek and my old partner in melody, Shantanu'. The new Happydent commercial is a film that isn't just another commercial—it's a reminder of what advertising can be when it dares to dream, laugh, and feel.
Time of India
24-05-2025
- Entertainment
- Time of India
Goafest 2025: Enormous crowned creative agency of the year
The Goafest ABBY Creative Awards 2025 concluded its third day with a spectacular celebration of advertising excellence, culminating in Enormous being named Creative Agency of the Year . The agency led the impressive metal tally with six Gold, 17 Silver, 24 Bronze, and 20 Merit awards, accumulating a total of 286 points. Leo India took second place with nine Silver, 29 Bronze, and 13 Merit awards, totaling 196 points. VML India also made a strong showing with one Grand Prix, one Gold, three Silver, six Bronze, and eight Merit awards, accumulating 78 points. Day 3 of the Goafest ABBY Creative Awards 2025 spotlighted excellence across specialist categories like Brand Activation & Promotions, Branded Content & Entertainment, Health, and Video Craft. In total, the day celebrated creativity with four Grand Prix, 29 Gold, 95 Silver, 137 Bronze, and 145 Merit awards. In the Brand Activation & Promotions Specialist category, Leo India topped the list with two Silver, four Bronze, and one Merit award, achieving 30 points. Grey Group followed with four Silver awards and 24 points, while McCann Worldgroup India earned two Silver and two Bronze awards, totaling 20 points. FCB India led the Branded Content & Entertainment Specialist category, earning three Silver and three Bronze awards with 30 points. Leo India was next with two Silver, one Bronze, and one Merit award, scoring 20 points, followed by Enormous with one Silver and two Bronze awards for 14 points. In the Health Specialist category, Leo India excelled by winning one Gold, 4 Silver, and four Merit awards, totaling 40 points. Mudra Max secured two Silver and one Bronze awards with 16 points, and McCann Worldgroup India earned one Gold, one Bronze, and one Merit award, accumulating 14 points. Goodmoring Films led the Video Craft Specialist category with three Gold, seven Silver, three Bronze, and three Merit awards, amassing 84 points. Enormous followed with one Gold, three Silver, and two Bronze awards for 34 points, while Vanilla Films earned one Silver, two Bronze, and five Merit awards, totaling 24 points.
