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Dhwani Shah Tanya Dadwal Anagha Bhagare
372 352 351
Activity
Sources:
http://www.draftfcbulka.in/philosophy/history
http://www.slideshare.net/SnehalObhan/draftfbc-ulka-ad-
agency
http...
History:
DRAFT,
Marketing agency.
The direct marketing agency, Kobs & Brady, founded
in 1978, was the precursor for Draft.
Mr. Howard Draft, founder of Draft
In 1995, the agency regained its independence in a
management buyout and was renamed Draft Direct
Worldwide.
A year later, Draft Direct Worldwide was purchased by
The Interpublic Group of Companies.
FCB
Founded as Lord and Thomas in Chicago in 1873,
FCB was the world's third oldest advertising agency.
In 1942, Lasker sold Lord and Thomas to its three top
managers, Emerson H. Foote in New York, Fairfax
Cone in Chicago, and...
ULKA
Founded on February 1, 1961 by Bal Mundkur and his
wife Ann.
Ulka had become the fifth largest agency in India and
continu...
DRAFT + FCB MERGER
Draft Direct Worldwide and Foote, Cone & Belding
merged in June 2006, to form Draftfcb Worldwide.
. Thi...
FCB + ULKA MERGER
In February 1997, FCB Acquired 51% stake in Ulka. It
was renamed to FCB Ulka. After the DraftFCB merger
...
Worldwide Rebranding
March 10, 2014,
From Draftfcb Ulka
To FCB Ulka
KEY EXECUTIVES
Mr. Nagesh Alai
CEO & Executive Director
KEY EXECUTIVES
Mr. Melarkode Ganesan Parameswaran
CEO & Executive Director, Mumbai
Creative Philosophy:
Draftfcb+Ulka's commitment has always been to
create advertising that works in the market place.
Adve...
CLIENTELE:
To name a few..
And many more…
FCB ULKA OVER THE YEARS
FCB Ulka started out with print ads for clients like ITC,
Ceat, Godrej Prima typewriters, Zodiac M...
Soon after the TVCs started coming in with the
advancement in technology and rapid increase in
television viewing.
CITI BANK TVC
NEROLAC TVC
ZANDU BALM TVC
In 1986, with the launch of Santoor, FCB Ulka became
the key factor in triggering its popularity.
Ulka created many campaigns for Amul like ‘Amul
Doodh Peeta Hai India’, ‘Amul Taste Of India’, ‘Doodh
Doodh’ etc. It won F...
CLIENT REVIEWS:
Santoor soap is one such example where research
and focused advertising saw sales-growth grow foul-fold
ag...
Indica V2 took on the mighty Maruti and Hyundai to
firmly establish itself as a leader in the class.
Naukri.com was doing a study to understand its
consumers better. Ulka came up with an interesting
strategic suggestion tha...
“They understand the business problem first, see what
the marketing objective is, and then get into a ‘solution-
approach’...
“Ulka is also our strategy agency. They do a lot of
‘Consumer Speak’ with us”, said a spokesperson from
Zee.
AMUL
Derived from the Sanskrit word amulya, meaning
priceless.
Was initially referred to as Anand Milk Federation
Union Limited...
Dr Verghese Kurien, founder-chairman of the GCMMF
for more than 30 years (1973–2006), is credited with the
success of Amul.
Amul girl has played the role of a social observer since
1967 and her comments have tickled India's funny bone
UTTERLY BUTTERLY DELICIOUS AD, 1967
One of India’s most iconic brands Amul, owned by the
Gujarat Co-operative Milk Marketi...
Based on a story written jointly by Verghese Kurien
(the Father of the White Revolution in India) and
director Shyam Beneg...
ORIGINAL AMUL MANTHAN TVC
In 2011, GCMMF produced a new version of Manthan
created by Draftfcb Ulka which talked about how this
independent woman’s ...
MANTHAN TVC, 2011
. The challenge was to retain the earthy feeling and
look of the earlier TVC, but simultaneously show how
these women have...
LATEST MANTHAN TVC, 2013
AMUL DOODH DOODH, 1990’s,
AMUL DOODH PITA HAI INDIA, 2006:
These advertisements strongly gave the image that
Amul was the ...
Doodh Doodh TVC
Amul Doodh Pita Hai India TVC
AMUL, THE TASTE OF INDIA, 2005:
This advertisement came out in 2005 and rebranded as
well as cemented the tagline of Amul ...
Amul Taste Of India TVC
AMUL, DUDE WHERE’S THE DOODH?,
2009:
It shows the change in social cultures through the
decades where earlier the ad relea...
AMUL OLYMPICS, 2012:
Amul had announced its sponsorship of the Indian
contingent to the 2012 London Olympic Games.
Draftfc...
Amul Olympics TVC
AMUL EAT MILK WITH EVERY MEAL,
2013
. Executed by Draftfcb Ulka,
the campaign showcases the
goodness of the entire range o...
The Create your own meme application enables the
youth to create, participate and share memes socially.
"The memes are ide...
FCB Ulka is one the best advertising agencies in the
countries and the conclusion of this analysis states that this
agency...
FCB ULKA Advertising Agency
FCB ULKA Advertising Agency
FCB ULKA Advertising Agency
FCB ULKA Advertising Agency
FCB ULKA Advertising Agency
FCB ULKA Advertising Agency
FCB ULKA Advertising Agency
FCB ULKA Advertising Agency
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FCB ULKA Advertising Agency

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FCB ULKA Advertising Agency

  1. 1. Dhwani Shah Tanya Dadwal Anagha Bhagare 372 352 351
  2. 2. Activity
  3. 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. 4. History: DRAFT, Marketing agency.
  5. 5. The direct marketing agency, Kobs & Brady, founded in 1978, was the precursor for Draft. Mr. Howard Draft, founder of Draft
  6. 6. In 1995, the agency regained its independence in a management buyout and was renamed Draft Direct Worldwide.
  7. 7. A year later, Draft Direct Worldwide was purchased by The Interpublic Group of Companies.
  8. 8. FCB
  9. 9. Founded as Lord and Thomas in Chicago in 1873, FCB was the world's third oldest advertising agency.
  10. 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. 11. ULKA
  12. 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. 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. 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. 15. Worldwide Rebranding March 10, 2014, From Draftfcb Ulka
  16. 16. To FCB Ulka
  17. 17. KEY EXECUTIVES Mr. Nagesh Alai CEO & Executive Director
  18. 18. KEY EXECUTIVES Mr. Melarkode Ganesan Parameswaran CEO & Executive Director, Mumbai
  19. 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. 20. CLIENTELE: To name a few..
  21. 21. And many more…
  22. 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. 23. Soon after the TVCs started coming in with the advancement in technology and rapid increase in television viewing.
  24. 24. CITI BANK TVC
  25. 25. NEROLAC TVC
  26. 26. ZANDU BALM TVC
  27. 27. In 1986, with the launch of Santoor, FCB Ulka became the key factor in triggering its popularity.
  28. 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. 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. 30. Indica V2 took on the mighty Maruti and Hyundai to firmly establish itself as a leader in the class.
  31. 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. 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. 33. “Ulka is also our strategy agency. They do a lot of ‘Consumer Speak’ with us”, said a spokesperson from Zee.
  34. 34. AMUL
  35. 35. Derived from the Sanskrit word amulya, meaning priceless. Was initially referred to as Anand Milk Federation Union Limited hence the name AMUL.
  36. 36. Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul.
  37. 37. Amul girl has played the role of a social observer since 1967 and her comments have tickled India's funny bone
  38. 38. UTTERLY BUTTERLY DELICIOUS AD, 1967 One of India’s most iconic brands Amul, owned by the Gujarat Co-operative Milk Marketing Federation, is in its 50th year.
  39. 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. 40. ORIGINAL AMUL MANTHAN TVC
  41. 41. In 2011, GCMMF produced a new version of Manthan created by Draftfcb Ulka which talked about how this independent woman’s 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. 42. MANTHAN TVC, 2011
  43. 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. 44. LATEST MANTHAN TVC, 2013
  45. 45. AMUL DOODH DOODH, 1990’s, AMUL DOODH PITA HAI INDIA, 2006: These advertisements strongly gave the image that Amul was the nation’s brand and using Amul products became an identity of status and good taste.
  46. 46. Doodh Doodh TVC
  47. 47. Amul Doodh Pita Hai India TVC
  48. 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. 49. Amul Taste Of India TVC
  50. 50. AMUL, DUDE WHERE’S 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, where’s the doodh?’
  51. 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. 52. Amul Olympics TVC
  53. 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. 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. 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.

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