Presented by:

Venu Gopal V
Do u recognize them ?
 Who are they ?
Ogilvy and Mather
Popularly referred to as “O & M” is an
advertisement company.

Founded by Mr. David Ogilvy in the year 1928.

New York-based ad agency Hewitt, Ogilvy,

Benson & Mather
(which eventually became Ogilvy & Mather
Worldwide)
 Who are they ?
Ogilvy and Mather
New York based ad agency owned by the WPP Group
(Wire and Plastic Products).

The company operates 497 offices in 125 countries

& employs approximately 16,000 professionals.

Central to its growth was its strategy of building

brands like
American Express, BP, Ford, Barbie, Maxwell
House, IBM, Kodak, Nestlé and Unilever brands
Pond's & Dove.
 India Story !
“O & M”
Founded in 1928.

Are the first advertising agency in India.

Firm accounts for 70% market share.

Employee strength of 1500 in 2007.

Annual sales of US$ 58.6 million in 2007.

Client base of over 300 domestic and MNCs

 India Story !
“O & M”

Delhi
Mumbai
Hyderabad
Chennai
Bangalore
What they do?
How do they do it?
 Principles of “O & M”
“O & M” engages in a 5-step process:

STRATEGY- craft the right entertainment

solution in response to clients.

DEVELOPMENT - is designed to identify and

partner with "best in class" writers, directors,
musicians, artists and talent agencies.

PRODUCTION process - ensure that the

brand's story is told as envisioned.
 Principles of “O & M”
“O & M” engages in a 5-step process:

DISTRIBUTION strategy of the content.

“O & M” work with the media agency to leverage
brand's existing media investment.

MEASUREMENT tool that defines a clear

and efficient process.
Uses 'best of breed' measurement experts,
and delivers program results that provide key
insights and recommendations for program
optimization.
Organization Structure
 Departments:
CREATIVE DEPARTMENT -
The people who create the actual
ads form the core of an advertising
agency.

Consists of copywriters, art

directors, creative director.

Creative teams may be

permanent partnerships or formed on
a project-by-project basis.
 Departments:
ACCOUNTS SERVICE -
Account Services or account
management is somewhat the sales
arm of the advertising agency.

An account executive meets with

the client to determine sales goals and
creative strategy.

They are then responsible for

coordinating the creative, media, and
production staff behind the campaign.
 Departments:
ACCOUNTS PLANNERS -
The ultimate goal of the planner is
to work with consumers as partners in
the process of developing advertising.

Involve their input at every stage

of the process and inspire creative
ideas that guide and validate the
resulting campaign in the consumer’s
interests.

Planners are the “consumer’s

representative” of the account team.
 Departments:
Other Departments and Personnel

people in specialized positions:

Production work
Internet advertising
Planning
Research
Steps for designing ad
 Recognition:
Few facts & figures -
1.Acknowledged as The Most Admired
Agency in India, as per The Economic
Times, India's leading business daily
(Brand Equity- IMRB International
Survey, 2003 & 2004)

2.Ranked No. 1 in Client Servicing,

Account Planning & Creative among all
brand-building agencies in India (The
Economic Times- Brand Equity Survey
2004)
Customers of O&M Bangalore
ITC
Foster
Lenovo
(all over the world, separate department)
Indus pride
Titan
Deepam Silk
Manipal College
 BINGO !!!!
 The launch of Bingo! in March 2007 marked ITC's
foray into the fast growing branded snack foods
segment. Bingo’s portfolio includes an array of
products in both Potato Chips & Finger Snacks
segment.
 Bingo! is positioned as a youthful and innovative
snack, offering the consumers a choice of flavours
that are fast becoming popular.
 BINGO AD CONCEPT
DEVELOPMENT
Objective
To be the leader in the snack category.

Two huge challenges.

1. Frito Lays
2. Youth
 Frito Lays
At that point, the undisputed champion of the snacks category.

 Dominant market share of around 80%.

 Constantly creating excitement through new flavor launches.
 Creating snacks for the Indian market.
 Driving buzz & aspiration through star power.

Youth
A very difficult communication audience.
 Everyone is chasing them.
 They have greater exposure than anyone else.
 They are cynical of ‘targeted’ messages.
 They are difficult to reach.
 They have too much else happening in their lives.
 Creating Difference
 Create a brand personality that the youth would
notice, and love.

 Build salience befitting a brand with leadership

ambitions.

 Gain at least 8% market share nationally during the

first year .

 In a category driven by buzz, shift the spotlight

from Lays and be the youth mind space leader.
 Product.
Placement.
Personality.
 Product
We weren’t going to beat Lays by
just launching more potato chips!

The largest volumes of snacks we consume are

those flavours and tastes we are so familiar with.

Think Khakra, Bhakrwadi, Jhalmuri, Murukku,

Banana chips…

But from a branded packaged snack, we expect

excitement, imagery and something new.
(Where is the differentiation)

Lays already had a range of exotic flavours…

 Product Continued..
They decided to merge the two!

Applied philosophy to integrate the familiar with the

exotic.
Developed the concept of ‘irresistible combinations’.

So a tandoori flavour from the north or a lime pickle

flavour from the west were added to potato chips. Local
delights like khakra & pakoda were given a makeover and
emerged in western formats as triangles and sticks.
 Placement
Placement function of two factors:
reach & impact.

Reach was ensured through the ITC

distribution might.
250,000 stores across the country within six
months of launch.

But reach alone wasn’t enough. Lays

too was universally present.
Placement

So we went for impact. With a

dispenser.

200,000 units in market within a

year of launch.

80% of respondents in brand

track mention the rack as a source
of brand awareness.
 Personality
Snacking is a mindless activity.

They took it as a symbol of the counter culture

to logic & reason.

Logic Absurdity

Deliberate Spontaneous
Cerebral Slapstick
 Absurdity

Deliberate Cerebral

‘Cerebral absurdity’ became the brand’s

personality, tone and differentiator.
RESULTS
•More AD Recall
•More BRAND
Another Retention
Example?????? •Hence More Brand
Awareness
ZOO ZOO ADS!!!!!
Campaign elements
Pre-launch viral campaign: wait
or suffer.
Bingo Absurd Video!!!!
 Print
& outdoor

Driving the
flavors.
 Other campaign elements:
 Mall activations.

 Radio sponsorship: Tic Toc Boing on Fever FM.

 Event association & promotion: Aerosmith

Online: bingeonbingo.com

 World Online Gaming Championships.

 Extreme gaming:

bungee jumping & paintball.

 Mobile gaming.
 Results
A little after the launch, Big Bazaar and Food Bazaar
actually refused to stock lays products.

Within the very first year of launch, 1 out of 8 branded,

packaged salted snacks sold in India is a Bingo!
 All India market share 12%.
 Market share in metros: 16%.
 Market share gains across geographies.

‘Best Launch of the Year’ by both Business Standard

(Annual Brand Derby) and 4Ps.
 Frito Lays blinked!
 Unprecedented hike in media spends, 33% over
previous year.

 Re-launch of variants.

 Aggressive deployment of new dispensers at retail.

 Consumer promotions for the first time ever.

 Signing on new celebrities.

And even their ambassador seems to enjoy his Bingo!
While market leadership will inevitably follow, Bingo!
has clearly emerged as the thought leader in the
category, and even beyond!