Latest news with #McCannWorldgroup
Time of India
2 days ago
- 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
3 days ago
- 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:
Hans India
5 days ago
- Business
- Hans India
Dettol Fresh encourages Indians to stay ‘Always Ready' with 12-Hour Freshness
Dettol, one of India's most trusted hygiene brands, has elevated its personal care promise with the introduction of a 12-hour freshness~* across its much-loved Cologne Fresh~ and Lime Fresh* soap variants. This offering is designed to meet a growing consumer need — the confidence that comes from knowing you are protected and feeling fresh throughout the odour can strike unexpectedly — during a long commute, at work, or right before a big social interaction — causing people to feel conscious, hesitant, or even embarrassed. Dettol Fresh addresses this everyday discomfort by removing 99.9% of odour-causing germs^ and also making you feel fresh for 12-hours~*, so they can feel confident and ready to grab any opportunity. With Dettol Cologne Fresh, users enjoy a bold, invigorating musky cologne fragrance that makes you fresh after shower, while Dettol Lime Fresh offers a zesty citrus scent that energizes and uplifts, so you can use it for your social moments and daily hustle. Dettol Fresh is a daily ally in helping users put their best foot forward — so they never miss out on opportunities due to a moment of self-doubt. Kanika Kalra, Regional Marketing Director, Health, Reckitt – South Asia, said, 'At Reckitt, we believe real confidence starts with feeling fresh & protected so you are ready for anything. With Dettol Cologne & Lime Fresh, we're not just offering freshness — we are helping people feel confident. Whether you're chasing dreams in boardrooms or on stage, 12-hour freshness*~ gives you the confidence to show up at your best. This marks an exciting benefit from Dettol as we expand our promise of protection into the freshness space — because when you feel fresh, you feel always ready.' The campaign is headlined by two engaging ad films, conceptualized by McCann Worldgroup. Prasoon Joshi, Chief Creative Officer and CEO, McCann Worldgroup India said 'Opportunities don't wait - they can come anytime! And when they do, you've got to feel fresh, confident, and ready to grab them. That's what this campaign is all about. With 12 hour-freshness~*, Dettol Lime Fresh and Cologne Fresh have your back, helping go-getters feel fresh and confident, and also protect from body odour^.' In the Dettol Lime Fresh TVC, two young women preparing to pitch their startup idea at the airport encounter a potential investor — but only the one who feels fresh and ready with Dettol takes the leap. In the Cologne Fresh film, a pair of aspiring musicians at a nightclub get invited to perform — and again, it's Dettol freshness that gives one the confidence to own the spotlight. With this enhanced promise, Dettol continues to evolve in step with the lives of Indians — helping them not just stay protected from germs but also feel confident in every moment that matters. Because when you feel fresh, you feel confident. And when you feel confident, you're always ready.
Business Upturn
6 days ago
- Business
- Business Upturn
Dettol Fresh Encourages Indians to Stay ‘Always Ready' with 12-Hour Freshness~*
New Delhi, Delhi, India: Dettol, one of India's most trusted hygiene brands, has elevated its personal care promise with the introduction of a 12-hour freshness~* across its much-loved Cologne Fresh~ and Lime Fresh* soap variants. This offering is designed to meet a growing consumer need — the confidence that comes from knowing you are protected and feeling fresh throughout the day. Body odour can strike unexpectedly — during a long commute, at work, or right before a big social interaction — causing people to feel conscious, hesitant, or even embarrassed. Dettol Fresh addresses this everyday discomfort by removing 99.9% of odour-causing germs^ and also making you feel fresh for 12-hours~*, so they can feel confident and ready to grab any opportunity. With Dettol Cologne Fresh, users enjoy a bold, invigorating musky cologne fragrance that makes you fresh after shower, while Dettol Lime Fresh offers a zesty citrus scent that energizes and uplifts, so you can use it for your social moments and daily hustle. Dettol Fresh is a daily ally in helping users put their best foot forward — so they never miss out on opportunities due to a moment of self-doubt. Kanika Kalra, Regional Marketing Director, Health, Reckitt – South Asia, said, 'At Reckitt, we believe real confidence starts with feeling fresh & protected so you are ready for anything. With Dettol Cologne & Lime Fresh, we're not just offering freshness — we are helping people feel confident. Whether you're chasing dreams in boardrooms or on stage, 12-hour freshness*~ gives you the confidence to show up at your best. This marks an exciting benefit from Dettol as we expand our promise of protection into the freshness space — because when you feel fresh, you feel always ready.' The campaign is headlined by two engaging ad films, conceptualized by McCann Worldgroup. Prasoon Joshi, Chief Creative Officer and CEO, McCann Worldgroup India said, 'Opportunities don't wait – they can come anytime! And when they do, you've got to feel fresh, confident, and ready to grab them. That's what this campaign is all about. With 12 hour-freshness~*, Dettol Lime Fresh and Cologne Fresh have your back, helping go-getters feel fresh and confident, and also protect from body odour^.' In the Dettol Lime Fresh TVC, two young women preparing to pitch their startup idea at the airport encounter a potential investor — but only the one who feels fresh and ready with Dettol takes the leap. In the Cologne Fresh film, a pair of aspiring musicians at a nightclub get invited to perform — and again, it's Dettol freshness that gives one the confidence to own the spotlight. With this enhanced promise, Dettol continues to evolve in step with the lives of Indians — helping them not just stay protected from germs but also feel confident in every moment that matters. Because when you feel fresh, you feel confident. And when you feel confident, you're always ready. Link to TVC: Lime: Cologne: Agency Credits: Prasoon Joshi, Chief Creative Officer and CEO, McCann Worldgroup India Director: Aarati Desai Production House: Picture Perfect Ricki Kapoor Creative Team: Sambit Mohanty, Head Creative McCann South, Joint Creative Head-McCann Gurugram Account Management: Srijib Malik, Executive Vice President – Head of McCann Gurugram Planning: Ankit Vohra, National Planning Director About Reckitt Advertisement Reckitt* exists to protect, heal and nurture in the pursuit of a cleaner, healthier world. We believe that access to the highest-quality hygiene, wellness and nourishment is a right, not a privilege. Reckitt is the company behind some of the world's most recognisable and trusted consumer brands in hygiene, health and nutrition, including Air Wick, Calgon, Cillit Bang, Clearasil, Dettol, Durex, Enfamil, Finish, Gaviscon, Harpic, Lysol, Mortein, Mucinex, Nurofen, Nutramigen, Strepsils, Vanish, Veet, Woolite and more. Every day, around 30 million Reckitt products are bought globally. We always put consumers and people first, seek out new opportunities, strive for excellence in all that we do and build shared success with all our partners. We aim to do the right thing, always. We are a diverse global team of 40,000 colleagues. We draw on our collective energy to meet our ambitions of purpose-led brands, a healthier planet and a fairer society. Find out more or get in touch with us at *Reckitt is the trading name of the Reckitt Benckiser group of companies. Submit your press release Disclaimer: The above press release comes to you under an arrangement with Business Wire. Business Upturn takes no editorial responsibility for the same.
Campaign ME
12-06-2025
- Business
- Campaign ME
Noë & Associates picks Cannes Lions-winning Sailesh Jani as Head of Middle East
Noë & Associates – a consultancy delivering brand strategy and identity, content and production with a focus on premium brands, architecture, design and the built environment – has announced two major leadership with the appointments of Sailesh Jani and Christina Falzano as part of its strategic growth strategy across the Middle East and the Americas. Sailesh Jani joins as Managing Director, Head of Middle East, from McCann Worldgroup and Christina Falzano joins as Managing Director, Head of Americas, from Forsman & Bodenfors. 'Both of these world-class hires bring exceptional expertise in brand transformation, innovation, and leadership,' said Mark Noë, Founder and CEO of Noë & Associates. Noë added, 'Their vision aligns seamlessly with our mission to push creative boundaries and deliver extraordinary outcomes for our clients. Christina and Sailesh will play critical roles as we enter this next phase of global expansion.' Jani joins following a decade at McCann Worldgroup, where he served as a GlobalBusiness Lead, driving global network growth and award-winning campaigns for brands such as Riyadh Air, NEOM, eBay, Microsoft and Xbox. A celebrated creative leader, Jani has been recognised with more than 400 international awards, including 43 Cannes Lions for his contributions to innovation and digital transformation in brand storytelling. Meanwhile, Falzano brings an impressive track record in building and scaling creative businesses. Most recently, she served as Managing Director at Forsman & Bodenfors, where she led US growth and strategic expansion. Her previous roles include Managing Director at Conran Design Group; Chief Operating Officer at Wolff Olins — partnering with brands such as Google, Uber, and Spotify; and Managing Director at WPP's Brand Union. Prior to joining WPP, she was Head of Digital Marketing at The Cosmopolitan of Las Vegas, overseeing the development and launch of the property's website and social media channels. Through these pivotal hires, the agency aims to underscore its commitment to deepening its global presence and enhancing its ability to deliver transformative brand experiences in two of its fastest-growing markets.
