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Leo Burnett Orchard bags Ola account for brand marketing duties

The mandate includes brand strategy, new launches, content strategy, and digital communications.

, ET Bureau|
Feb 08, 2019, 07.28 AM IST
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Ride-hailing company Ola has assigned its brand’s marketing duties to advertising agencies Leo Burnett Orchard and Indigo Consulting. The mandate includes brand strategy, new launches, content strategy, and digital communications. The Publicis Groupe-owned agencies won the business after a multi-agency pitch.

A“chuffed” Dheeraj Sinha, managing director — India and chief strategy officer — Asia, Leo Burnett, told Brand Equity exclusively, “Ola is one of the few brands born in India that are defining the fundamentals of how we live… This is an opportunity to take the story of a revolutionary Indian brand into their next stage.” He added, the agencies will work with the company to build “a unified brand platform”.

The Publicis agencies’ chiefs chalk the Ola business-win up to the Groupe’s ‘Power of One’ strategy, a revision of existing creative and media agency brands that can be collapsed to form integrated superstructures, with a single P&L. Or, “No silo, no solo, no bozo” as Maurice Levy, the former chairman of the Groupe put it once. Ola’s “home-grown” status, it seems, might come into play in the new communication plan. The company’s direct competitor is Uber. Prashanth Challapalli, chief operating officer, Leo Burnett Orchard, added, “Ola is a homegrown brand that has now become a global force in mobility. Few brands can take pride in the deep impact they create, like Ola would, on its entire ecosystem of consumers, partners and cities at large.” Anand Subramanian, senior director, marketing communications, Ola said this “new partnership will help resonate the brand’s voice amongst Ola’s over 150 million users.” Until a few months ago, the company’s advertising duties were handled by a different partner, the Bengalurubased agency Happy mcgarrybowen.

The agency was embroiled in a scandal after accusations of sexual misconduct and harassment against its founders and creative director surfaced on social media in October 2018. Following these #MeToo revelations and a subsequent inquiry initiated by the agency’s owner, Dentsu Aegis Network, Happy mcgarrybowen’s founders and creative director stepped down from their positions at the agency.

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