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How Cadbury Celebrations redefined India’s biggest gifting occasion

Opinion • Bhakti Malik, October 2021

Ogilvy’s Bhakti Malik writes about the agency’s WARC Awards for Asian Strategy Grand Prix-winning work for Cadbury Celebrations, and how it achieved growth during an unprecedented Diwali season by reigniting the brand’s purpose.

Kamonohashi Project: Strengthening survivor voice in anti-human trafficking space

Case Study • SABRE Awards, APAC, Gold, 2021

The Kamonohashi Project, an anti human trafficking organisation, formed the Indian Leadership Forum Against Trafficking (ILFAT) in India to give voice to trafficking survivors.

Britannia: Marie gold my startup 2.0 – home-makers turn job-creators

Case Study • SABRE Awards, APAC, Gold, 2021

Britannia Marie Gold, a biscuit brand, increased brand awareness and growth during the COVID-19 lockdown in India by providing entrepreneurs with virtual training from home.

#GroomTheirFuture with Gillette Barber Suraksha (Safety) Programme

Case Study • SABRE Awards, APAC, Gold, 2021

Gillette, a shaving brand, supported struggling barbers in India during the COVID-19 pandemic with its Gillette Barber Suraksha (Safety) Programme.

Amazon: From voice assistant to teaching assistant – Amazon Alexa bastar campaign

Case Study • SABRE Awards, APAC, Gold, 2021

Amazon Alexa, a virtual assistant AI technology, showcased how Alexa could be used in the classroom to assist with teaching in India.

Sleepwell: Making India sleep well

Case Study • SABRE Awards, APAC, Gold, 2021

Sleepwell, a bed company, educated consumers in India on the importance of a good night's sleep with its #StaySafeWithSleepwell campaign.

Godrej Protekt: Protekt India movement with Indian Railways

Case Study • SABRE Awards, APAC, Gold, 2021

Godrej Protekt, a hygiene brand, and Indian Railways, a transport company, collaborated to encourage people to travel by train in India by showcasing the emphasis on hygiene on public transport.

McDonald's: Eat equal

Case Study • SABRE Awards, APAC, Gold, 2021

McDonald's, a fast-food brand, launched a new type of packaging to people with movement disabilities to enjoy burgers.

Right To Protein: Making India know protein's 'soy' much better

Case Study • SABRE Awards, APAC In2, Digital and Print Media, 2021

FleishmanHillard, the marketing agency, launched the Right To Protein initiative to improve all forms of protein awareness and consumption in India.

Planning each step of the funnel: How India’s brands can lead festive shopping

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021 Summit, October 2021

COVID-19 has impacted the consumer outlook for brands and panelists at InMobi’s Building Resilient Brands: India Festive Season 2021 Summit list the key strategies that marketers should focus on during this festive season to drive consumer spend.

Qatar Airways: Keeping the love for flying alive

Case Study • SABRE Awards, APAC In2, Broadcast Media (Radio/Television), 2021

Qatar Airways, the air travel brand, strengthened preference for the brand and reintroduced unique servings and offerings in India.

Commerce and video streaming are most important trends for APAC marketers

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of the most significant consumer behaviours affecting the marketing industry in Asia Pacific.

Digital readiness and personalisation: How to reach India’s festive shopper

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021, September2021

To win Indian consumers this festive season, panelists at InMobi’s Building Resilient Brands: India Festive Season 2021 Summit note the importance of digital readiness in a post-pandemic world.

The rural marketing playbook: Data-backed insights from the real world

Article • Ed Pank, Kunal Sinha and Biprorshee Das, WARC Webinars, October 2021

Provides insights exposing the grassroots realities of the rural economy in India and data that identifies growth opportunities.

India’s festive season 2021: Winning strategies for brands

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021, September2021

India has one of the longest festive seasons in the world and consumer confidence is at an all-time high as the country emerges from COVID-19, with shoppers planning to spend more during this year’s festive period.

44% of adults say they are not fully represented in advertising

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of consumer opinion on diversity and representation in advertising.

Modern marketing in India: The use of mobile in the digital marketing mix

Data • WARC Data, October 2021

Summarises the findings of WARC's latest mobile marketing survey, conducted across India on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

19% of B2B marketing budgets go to advertising

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of B2B marketing budgets.

A festival to remember: How India will celebrate this year

Opinion • Dheeraj Sinha, September 2021

Ahead of the festive season in India, Leo Burnett’s Dheeraj Sinha looks at the seven ways that brands and startups, marketers and consumers are expected to celebrate it.

Women out-game men in China, but lag behind in Germany and US

Data • Cinzia Petio, WARC Data Points (Curated), September 2021

An overview of gaming consumption in female and male audiences.

Half of adults always accept website cookies

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of consumer willingness to accept website cookies.

Amazon Prime: Mirzapur S2 ka bhaukaal

Case Study • YouTube Works for Brands, India, Multi-Video Storytelling, 2021

Amazon Prime, a paid subscription service from Amazon, increased viewership for Amazon Prime India by promoting the second season of its TV show Mirzapur through a series of YouTube videos.

upGrad: BeYouNick x upGrad originals – the office canteen

Case Study • YouTube Works for Brands, India, Best Collaboration, 2021

upGrad, an online higher education company, increased brand awareness in India by launching a comedy web series on YouTube to reach and engage its target audience of young professionals and students.

Motilal Oswal: Skin in the game

Case Study • YouTube Works for Brands, India, 6-Second Storytelling, 2021

Motilal Oswal, a financial company, launched 40-second videos and 6-second bumper ads on YouTube in India to remind its target audience about the important of good quality equity investments.

Mondelez: Not just a Cadbury ad

Case Study • YouTube Works for Brands, India, Grand Prix, 2021

Cadbury's Celebrations, a chocolate brand, used a localised campaign to help small businesses in India recover from the Covid-19 pandemic.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
How to market to rural consumers in India

Article • Kunal Sinha , WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points (Curated), March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
VietJet Air: When free is not enough

Case Study • WARC Awards for Asian Strategy, Entrant, 2020

Low-cost airline Vietjet Air took a non-traditional approach to sales promotion to boost ticket sales in Vietnam.