FCB ULKA Advertising Agency

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Advertising agency analysis

Text of FCB ULKA Advertising Agency

  • 1. Dhwani Shah Tanya Dadwal Anagha Bhagare 372 352 351

2. Activity 3. Sources: http://www.draftfcbulka.in/philosophy/history http://www.slideshare.net/SnehalObhan/draftfbc-ulka-ad- agency http://www.prnewswire.com/news-releases/draftfcb- simplifies-brand-to-fcb-in-global-name-change- 249259791.html http://www.afaqs.com/news/story/29340_DraftFCB-Ulka- completes-50-years-thumps-on-happily http://www.draftfcbulka.in/showcase/showreel/classics http://www.campaignindia.in/Article/291956,amul-to- sponsor-indian-contingent-to-2012-london-olympics.aspx http://www.afaqs.com/news/story/34925_Amul-launches- app-to-milk-the-Olympics 4. History: DRAFT, Marketing agency. 5. The direct marketing agency, Kobs & Brady, founded in 1978, was the precursor for Draft. Mr. Howard Draft, founder of Draft 6. In 1995, the agency regained its independence in a management buyout and was renamed Draft Direct Worldwide. 7. A year later, Draft Direct Worldwide was purchased by The Interpublic Group of Companies. 8. FCB 9. Founded as Lord and Thomas in Chicago in 1873, FCB was the world's third oldest advertising agency. 10. In 1942, Lasker sold Lord and Thomas to its three top managers, Emerson H. Foote in New York, Fairfax Cone in Chicago, and Don Belding in California, who renamed it. 11. ULKA 12. Founded on February 1, 1961 by Bal Mundkur and his wife Ann. Ulka had become the fifth largest agency in India and continues to be among the top five agencies. Late Mr. Bal Mundkur 13. DRAFT + FCB MERGER Draft Direct Worldwide and Foote, Cone & Belding merged in June 2006, to form Draftfcb Worldwide. . This merger is also the first of its kind globally, where a direct marketing agency and a creative agency have come together to offer one-stop solutions to clients. 14. FCB + ULKA MERGER In February 1997, FCB Acquired 51% stake in Ulka. It was renamed to FCB Ulka. After the DraftFCB merger in 2006, they acquired the remaining stake of the company and renamed it to Draftfcb Ulka. 15. Worldwide Rebranding March 10, 2014, From Draftfcb Ulka 16. To FCB Ulka 17. KEY EXECUTIVES Mr. Nagesh Alai CEO & Executive Director 18. KEY EXECUTIVES Mr. Melarkode Ganesan Parameswaran CEO & Executive Director, Mumbai 19. Creative Philosophy: Draftfcb+Ulka's commitment has always been to create advertising that works in the market place. Advertising that is noticeable. Advertising that is relevant to the potential buyer, not necessarily the seller. Advertising that reflects the brands needs and not the agency's personality. 20. CLIENTELE: To name a few.. 21. And many more 22. FCB ULKA OVER THE YEARS FCB Ulka started out with print ads for clients like ITC, Ceat, Godrej Prima typewriters, Zodiac Man, Bombay Dyeing Suiting, etc. 23. Soon after the TVCs started coming in with the advancement in technology and rapid increase in television viewing. 24. CITI BANK TVC 25. NEROLAC TVC 26. ZANDU BALM TVC 27. In 1986, with the launch of Santoor, FCB Ulka became the key factor in triggering its popularity. 28. Ulka created many campaigns for Amul like Amul Doodh Peeta Hai India, Amul Taste Of India, Doodh Doodh etc. It won FCB Ulka many many accolades. 29. CLIENT REVIEWS: Santoor soap is one such example where research and focused advertising saw sales-growth grow foul-fold against stiff competition from Levers and P&G brands. 30. Indica V2 took on the mighty Maruti and Hyundai to firmly establish itself as a leader in the class. 31. Naukri.com was doing a study to understand its consumers better. Ulka came up with an interesting strategic suggestion that the brand ought to launch an offering that is like a privilege card for its premium consumers. 32. They understand the business problem first, see what the marketing objective is, and then get into a solution- approach. Manish Karla, Marketing Head, Makemytrip.com 33. Ulka is also our strategy agency. They do a lot of Consumer Speak with us, said a spokesperson from Zee. 34. AMUL 35. Derived from the Sanskrit word amulya, meaning priceless. Was initially referred to as Anand Milk Federation Union Limited hence the name AMUL. 36. Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (19732006), is credited with the success of Amul. 37. Amul girl has played the role of a social observer since 1967 and her comments have tickled India's funny bone 38. UTTERLY BUTTERLY DELICIOUS AD, 1967 One of Indias most iconic brands Amul, owned by the Gujarat Co-operative Milk Marketing Federation, is in its 50th year. 39. Based on a story written jointly by Verghese Kurien (the Father of the White Revolution in India) and director Shyam Benegal. With the first commercial itself a line was added to the song "Mare ghar jhanjar laxmi ke baje" (in my house, the bells of wealth ring), as a symbol of the success of Amul. AMUL MANTHAN, 1976, THE WHITE REVOLUTION OF INDIA: 40. ORIGINAL AMUL MANTHAN TVC 41. In 2011, GCMMF produced a new version of Manthan created by Draftfcb Ulka which talked about how this independent womans life was further enriched and she now walked neck to neck with her urban counterpart, contributing towards creating a healthier lifestyle for the society in general. 42. MANTHAN TVC, 2011 43. . The challenge was to retain the earthy feeling and look of the earlier TVC, but simultaneously show how these women have taken the big leap from being self- reliant to a tech-savvy entrepreneur of today. 44. LATEST MANTHAN TVC, 2013 45. AMUL DOODH DOODH, 1990s, AMUL DOODH PITA HAI INDIA, 2006: These advertisements strongly gave the image that Amul was the nations brand and using Amul products became an identity of status and good taste. 46. Doodh Doodh TVC 47. Amul Doodh Pita Hai India TVC 48. AMUL, THE TASTE OF INDIA, 2005: This advertisement came out in 2005 and rebranded as well as cemented the tagline of Amul which is The Taste Of India. 49. Amul Taste Of India TVC 50. AMUL, DUDE WHERES THE DOODH?, 2009: It shows the change in social cultures through the decades where earlier the ad released to connect with the youth was Amul doodh pita hai India whereas it now was Dude, wheres the doodh? 51. AMUL OLYMPICS, 2012: Amul had announced its sponsorship of the Indian contingent to the 2012 London Olympic Games. Draftfcb Ulka Interactive had created a Facebook app for Amul, the official sponsor of the Indian contingent at the London 2012 Olympic Games, to up the engagement levels for the brand on social media and boost Indian support for the Olympians. 52. Amul Olympics TVC 53. AMUL EAT MILK WITH EVERY MEAL, 2013 . Executed by Draftfcb Ulka, the campaign showcases the goodness of the entire range of Amul products. The brand had earlier positioned milk as Worlds original energy drink in its campaigns. Amul won Best Marketing Campaign award at World Dairy Innovation Awards 54. The Create your own meme application enables the youth to create, participate and share memes socially. "The memes are ideal tools to generate online chatter and aid virality for the brand in the social space. The application is hosted on the microsite via Facebook social login. 55. FCB Ulka is one the best advertising agencies in the countries and the conclusion of this analysis states that this agency adopts the changing cultures quite efficiently to make their advertisements relatable to the current lot. Their take on creativity is unique and being marketing advisors as well, FCB Ulka gets more leverage over most other advertising agencies as they not only provide advertising but also business solutions.