Jabong.com, the fashion and lifestyle portal has unveiled their new multi-media campaign on 22nd February, 2012. Draftfcb Ulka, the communication and strategy partner conceptualized and executed the campaign

With the new campaign “Fashion Nikla Mann Fisla”, Jabong.com hopes to capture the attention of the fashion conscious shopper looking for a one stop shop and an unparalleled shopping experience. The behavioral insight behind the campaign is that the shopaholic youth of today prioritize their shopping needs over all else.

Consumer research indicates that consumers generally shop on a whim and do not plan out their purchases. While in the act, they happily submit to the enchanting world of shopping, not letting after-effects play spoil sport. This insightful take on human behaviour will resonate with consumers and help in transforming Jabong.com from a cold and functional area of fashion into a human area.<

The campaign created by Draftfcb Ulka, shows situations where the protagonists prioritize their shopping needs over other important situations. This brilliantly elucidates the allegory of Jabong.com being a ‘temptation island’ of latest trends and styles, where the consumer will be selfish for his shopping needs and prioritize them over all else.

On the rationale behind the campaign, Sanjay Sharma, Group Creative Director, Draftfcb Ulka, said, “The main objective of the new campaign is to differentiate Jabong.com in the crowded online shopping business while at the same time establishing its supremacy in the space of trends, styles and all things fashion. When it comes to the youth, there is a certain selfishness associated with shopping and we wanted to bring out this prioritization of shopping over all else in our campaign in a tongue-in-cheek manner which will resonate with our target audience.”

Explaining how the campaign will differentiate Jabong.com from its competitors, Sridhar Iyer, Senior Vice President, Draftfcb Ulka, said, “Jabong.com is targeted at the fashion conscious consumer and the new campaign will highlight why Jabong.com is the ultimate fashion destination while still excelling in providing hygiene services like Cash on delivery, 30 Day return & Free Shipping. I believe that this campaign will help develop a definitive identity to the brand. Jabong.com has taken a different path than its competition by focusing on the shopper and his shopaholic attitude towards shopping; while the competition communication remains around making the online shopping process easier.”

Ranging from popular television channels, to print, outdoor and online, the 360 degree campaign endeavors to maximize this objective at various touch points.

Credits:
Client: Jabong.com
Agency: Draftfcb Ulka
National Creative Director: KS Chakravarthy (Chax)
Group Creative Director: Sanjay Sharma
Creative Team: Abhijeet Ray, Thupten Londhen, Indrani Vohra, Somil Bhatia
Client Servicing: Sanjay Tandon, Sridhar Iyer, Akshatha Bhat, Varun Tanwar, Vidushi Goyal
Planning: Sidharth Grover
Films: Alpa Jobalia, Mazhar Khan
Production house: Storytellers
Director: Arun Gopalan

About Draftfcb Ulka Advertising:
Draftfcb Ulka Advertising is a member of the Draftfcb Ulka Group, India’s third largest marketing communication group with over 200 clients, 850 professionals working across eight offices in seven cities, covering a diverse spectrum of services including advertising, media, digital, direct, analytics, brand consulting, activation/brand experience etc.

Sachin Das Burma has joined the Delhi office of Draftfcb Ulka Advertising as a Group Creative Director. Sachin comes to the team having built his credentials across several marquee brands like Hero, Airtel, Nokia, Pepsi, Timex, GSK, Dabur, amongst others, and having earned recognition at all premiere advertising forums like Effies, Goafest and D&AD. He has worked at Contract, Bates & most recently was the Senior Creative Director & VP at JWT Delhi.

Announcing this significant move, the K S Chakravarthy (Chax), National Creative Director, Draftfcb Ulka Advertising commented “Sachin is a natural-born big ideas guy who enjoys working on big, challenging brands as much as he enjoys doing fun creative stuff. I am confident he will effortlessly fit into our high quality team in Delhi, and help drive our creative agenda.”

Sanjay Tandon, COO, Draftfcb Ulka Advertising, Delhi said “In Sachin, beyond the competence, I see values that are dear to us – stability, team work & desire for excellence. He joins the senior team to push us faster towards where we want to go…creating game changing ideas that Build BrandWealth.”

A charged up Sachin said “I have always liked the Draftfcb Ulka way of thinking and wanted to become a part of a team that cherishes common values.” Referring to Arvind Wable, Advisor to the Board, he stated “Arvind’s long term belief in a ‘happy people culture’ and its effect in building a strong business for over 20 years, was a convincing factor in my decision. And being hired by Chax was indeed a high.”

About Draftfcb Ulka Advertising:
Draftfcb Ulka Advertising is a member of the Draftfcb Ulka Group, India’s third largest marketing communication group with over 200 clients, 850 professionals working across eight offices in seven cities, covering a diverse spectrum of services including advertising, media, digital, direct, analytics, brand consulting, activation/brand experience etc.

Both Horizon Draftfcb offices in Dubai and Beirut have cause to celebrate in the wake of an astonishing haul of awards from the 2013 MENA Cristal Festival held in Lebanon last week. NIVEA, NIVEA for Men, OREO, Just Falafel and charity Tamanna were amongst the clients who won or were shortlisted across 11 of the 15 categories, picking up a total of 22 honours.

The touching “September Christmas” for Tamanna by Horizon Draftfcb Beirut and Dubai was praised in categories across the board. The campaign won gold and silver in Promo & Direct; a gold and bronze in Corporate & PR; silver in Integrated; and finally, a bronze in Media to add to the gold in Brand Entertainment & Content from the global Cristal Festival. It was also shortlisted for three other awards, as were the ads “Ring” and “Sandbags” from the charity’s “Break” campaign achieving another two shortlists in the Press category’s NGO/Charity/Public Interest section.

Another silver winner included campaigns for Just Falafel’s “Fresh Radio” spots in the Radio: Food & Drink category while “420 Oreos” for Mondelez International was acknowledged with a shortlist in the Outdoor category’s Food and Drink division.

Horizon Draftfcb Dubai’s campaigns for Beiersdorf brands NIVEA and NIVEA For Men were also amongst the winners. “Captivating Tales” for NIVEA Musk won silver in the Arabic Culture category and NIVEA for Men “Tough Men Choose Sensitive” was shortlisted twice in the Promo & Direct category. “Captivating Tales” secured a further two shortlists while “Tough Men Choose Sensitive” was awarded another two shortlists and a bronze all in the Media category for our media partner OMD.

Horizon Draftfcb Beirut and Dubai Cristal Awards and Categories
• Global Brand Entertainment & Content, Gold: Best Use of Integration of Experimental Events, Tamanna “September Christmas”
• MENA Promo & Direct, Gold: Best Use of Ambient in a Promotional Campaign, Tamanna “September Christmas”
• MENA Corporate & PR, Gold: Public Relations/Events/Sponsorship, Tamanna “September Christmas”
• MENA Promo & Direct, Silver: Best Use of Promo & Activation, Tamanna “September Christmas”
• MENA Integrated, Silver: Tamanna “September Christmas”
• MENA Arabic Culture, Silver: NIVEA Musk “Captivating Tales”
• MENA Radio, Silver: Food & Drink, Just Falafel “Fresh Radio”
• MENA Corporate & PR, Bronze: Integrated Driven by PR, Tamanna “September Christmas”
• MENA Media Bronze: Great Causes / Public interest, Tamanna “September Christmas”
• MENA Media, Shortlist: Best use of ambient, Tamanna “September Christmas”
• MENA Media, Shortlist: Best use of event , Tamanna “September Christmas”
• MENA Digital & Mobile, Shortlist: Integrated Campaign, NIVEA Musk “Captivating Tales”
• MENA Promo & Direct, Shortlist: Best Integrated Campaign in Direct Marketing, NIVEA For Men “Tough Men Choose Sensitive”
• MENA Promo & Direct, Shortlist: Best Integrated Campaign in Promo & Activation, Tamanna “September Christmas”
• MENA Outdoor, Shortlist: Food/Drink, Mondelez International “420 Oreos”
• MENA Press, Shortlist: NGO/Great Cause/Charity/Public interest, Tamanna “Break” (“Ring” & “Sandbags”)

You can see a full list of winners here.

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com

The sounds, surf and soul of Jamaica are legendary. The beloved island is known as the vacation destination that ignites passion and rekindles love. This Valentine's Day, for those who can't experience the magic of Jamaica in person, Draftfcb is teaming with the Jamaica Tourist Board on a digital campaign that will let consumers' love tweets be etched in the sand.

Participants who tweet their significant others or would-be Valentines between Feb. 10-14 and tag it with #jamaicavalentine might see their notes written in pristine Jamaican sand. A photo of the sand-carved tweets will be sent to the message writers so it can be shared far and wide in cyberspace.

"It's an incredibly unique opportunity to express your feelings in a fun and romantic way," said Donnie Dawson, deputy director of tourism for JTB. "And it draws attention to our country in a tech-savvy way that we hope entices people to come visit in person."

A team from Draftfcb will join client executives at a private beach in Frenchman's Cove, Port Antonio, Jamaica from February 11–14. As tweets with the hashtag #jamaicavalentine come in and are vetted, many will be etched in sand. Photos of all the love notes written will be posted at the Visit Jamaica Facebook page.

The Twitter campaign was proposed to the JTB based on findings of the increasing role of social media in the travel industry. Draftfcb's real-time experts then become real-time cupids by leveraging the island's romance to create a digital campaign which speaks to the power of digital and increases public engagement with Jamaica.

"One of the underappreciated aspects of Jamaica is the culture's wit," said Gary Resch, EVP, executive creative director on the account. "So we wanted to put a Jamaican spin on the tried and true sales pitch 'you could be here now' and hope that by planting that fantasy in the minds of couples, they're one step closer to making it a reality."

In April of 2012, the JTB renewed Draftfcb's contract, which began in 1991, for another five years. This effort is true to the agency's platform that continues to ensure Jamaica is the preferred destination for its loyal, long-time visitors and continues to attract a new generation of travelers.

Draftfcb has long captured the essence of Jamaica in campaigns including One Love and Once You Go You Know. Most recently, Draftfcb plastered New York City with out-of-home ads that simulated giant holes punched in the sides of buildings to reveal scenes of Jamaica inside, providing New Yorkers an escape route to paradise.

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency's corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.

In a step designed to further accelerate its West Coast operations, Draftfcb today announced that Brooks Day has joined the agency’s San Francisco office as vice president of business development. Reporting to both Dominic Whittles, president of Draftfcb in San Francisco, and Peter Drakoulias, Global Chief of Staff, Day is charged with strengthening and broadening the office’s new business reach and activities.

A well-known, long-time resident of the Bay area, Day’s career includes successful top-level business development posts at Seismicom, Clikthrough, and Razorfish. He joins Draftfcb from Razorfish, where he led the revenue growth of the San Francisco, Portland, and Seattle offices. During his tenure, Day established a new-business process for the firm while prospecting, pitching, and signing 10 Fortune 500 companies to the roster.

“Knowing the contribution he is capable of making, we are doubly pleased to have Brooks on our team,” said Whittles. “He comes with an awesome track record that’s earned him accolades on several fronts. He has national and international experience and has enjoyed success in the automotive, financial, food, gaming and mobile categories. This venerable ad man has heart, and that’s a winning combination.”

Said Drakoulias, “Finding a talented business development executive is no different than finding a talented creative – you know when you know. We couldn’t be any more excited to have Brooks on the team.”

Day said he’s enjoyed watching Draftfcb’s trajectory and is thrilled to join the organization. “The agency’s innovative, creative, award-winning efforts for clients make it easy to predict that more success is on the horizon,” said Day. “In the ad world we all know the horizon is riddled with new challenges and opportunities and I’m committed to helping Draftfcb earn and capture those opportunities for prospective and existing clients.”

Day is a graduate of John Cabot University in Rome, Italy, and also holds a Bachelor of Arts in Industrial & Organizational Psychology and Business Administration from Point Loma Nazarene University in San Diego.

About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman emeritus & executive advisor, global creative; and Neil Miller, chief operating officer. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.