MAM

?We?ve come a long way from being WPP's little known agency?: Samrat Bedi

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2015/01/17/samrat%20bedi.jpg?itok=Zvqrqivl

The year 2014 will go down in history as the year of Indian politics. The main contenders of the two-horse race, Bharatiya Janta Party and Congress, launched massive campaigns to woo voters and became the talking point of the year.

The BJP campaign ran in series with ?janta maaf nahi karegi? and ?achche din aane wale hai? becoming the most popular taglines of the year. While some pulled a meme on them, others continue to strongly believe in them and hoped to see a better and brighter India.

The agency behind the ?political campaign that created history,? Soho Square, won not only hearts and accolades from the ?aam janta? but the advertising fraternity as well. It won the Grand Effie at the Effies 2014, bringing it at par with the bigger agencies like O&M, Lowe Lintas and McCann Worldgroup India.

Indiantelevision.com?s Meghna Sharma caught up with Soho Sqaure head Samrat Bedi for a quick freewheeling chat after the award function.





Excerpts:

After winning the mandate, what was the reaction of the team? Was there a lot of pressure to deliver?

We knew that it was a challenging one as it was an uncharted territory for the entire team. We had never done anything like this before. When we started working on it, a day?s work felt like what one would usually do in a week?s time.

We held meetings at 1 pm everyday where we were given a new brief. After watching a lot of news and reading papers, to gauge the nation?s mood, we would again meet around 2:30 pm or so and come up with new content/idea by night.

We are very proud of the campaign and it was a huge learning lesson.

Whom would you attribute the win to?

It was a team effort. It might sound clich?d but the magnitude of the project was so huge that the whole team had to get involved. There was no senior or junior when we got down to working on the campaign as it was unknown territory and needed everyone?s support.

One can say a benchmark has been created. So, what will be the next big thing for Soho Square?

Tough question. (laughs) I would like to call it a springboard rather than a benchmark. One can always do better and create newer benchmarks. Nonetheless, it will work as a springboard for us and now help us grow pillar to pillar.

In a month?s time, we will be launching the coffee table book on the BJP campaign as well. 

What advice will you like to give other ?smaller? agencies?

Just because we won the BJP mandate doesn?t make Soho Sqaure an expert. We cannot give advise to anyone because we are sure every other agency has the best talent pool and the ambition to come up with fantastic work across categories.

However, one thing is for sure that the campaign helped us from being the ?little known agency of WPP? to an agency which can now be counted amongst the big leagues.

Sometimes it takes just an idea to change people?s perceptions!

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/harish.jpg?itok=hc_JjLLn
NeoNiche appoints Harish Iyer as Head: Content Strategy

NeoNiche Integrated Solutions Pvt. Ltd appoints Harish Iyer as their Head: Content Strategy, adding new insights to the experiential marketing company. He will be responsible for spearheading the content services at NeoNiche.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/dell.jpg?itok=k8FoXizx
Dell launches new campaign ahead of festive season

Dell India has launched its latest campaign, just as the festive season kicks off.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/mullen.jpg?itok=yvTz29Z0
SBI Life emphasises on happier responsibilities to celebrating life

MUMBAI: SBI Life Insurance, one of the leading private life insurance companies in India, launched its ‘Main se Hum’ campaign today, establishing a sharp focus on the company’s portfolio of protection products. The 360 degree campaign targets millennials across multiple platforms including TV,...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/VERTOZ.jpg?itok=9-_W8rSx
Vertoz introduces two new business verticals to its portfolio

Vertoz, a leading programmatic ad-tech and digital media company, recently announced the launch of two new business verticals - ZKraft and PubNX. In addition, it also announced the incorporation of Artificial Intelligence (AI) and Machine Learning (ML) to its proprietary programmatic advertising...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/bridge.jpg?itok=Je7LdW85
Leo Burnett India wins Bridgestone’s creative mandate

Tyre manufacturing company Bridgestone has appointed Leo Burnett India as its creative agency.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/fore.jpg?itok=aIqqdk_F
Forevermark's new campaign highlights the concept of self-determination

Forevermark, the diamond brand from The De Beers Group of Companies, has launched the ‘The Better Half Within’ Campaign, a reflection of the poised, powerful, and self-determined personality of the woman of today.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/ipsos.jpg?itok=zzzebW8d
Ipsos hires Sreyoshi Maitra for senior leadership position in Delhi

Ipsos, world’s third largest market research company has hiredSreyoshi Maitrain a senior leadership position,as part of its Delhi Cluster.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/20/garnier.jpg?itok=J2O4E9Ju
Garnier Color Naturals announces Taapsee Pannu, Angira Dhar, Neha Sharma as brand ambassadors

Actresses Taapsee Pannu, Angira Dhar, and Neha Sharma are the new brand ambassadors of Garnier Colour Naturals.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/09/21/tata.jpg?itok=U-5_2MJK
Tata Ace Gold celebrates the Spirit of Entrepreneurship; announces 'Ghar Lao Gold' contest

Encouraging self-employment and entrepreneurship in India, Tata Motors Ace Gold kicked started a two month long ‘Ghar Lao Gold’ contest. Five lucky winners will get a golden opportunity to meet superstar Akshay Kumar and take home a brand new Tata Ace Gold worth Rs. 3.78 Lakhs. Additionally, weekly...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories