Ogilvy & Mather, India Case study OGILVY PERSIAN & URDU by Ogilvy & Mather Gurgaon

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OGILVY PERSIAN & URDU

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Industry Advertising agencies, Business equipment & services
Media Case study
Market India
Agency Ogilvy & Mather Gurgaon
Executive Creative Director Ajay Gahlaut
Creative Director Preeti Koul Chaudhry, Jossy Raphael Ogilvy
Copywriter Piyush Pandey, Nasheet Shadani Ltd.
Released May 2013

Awards

Cannes Lions 2013
Design Lions Design Typography Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Design Typography
Advertiser: OGILVY & MATHER
Product/Service: BRAND IDENTITY
Agency: OGILVY & MATHER INDIA Gurgaon, INDIA
Executive Chairman And Creative Director/South Asia: Piyush Pandey (Ogilvy India)
Executive Creative Director: Ajay Gahlaut (Ogilvy India)
Creative Director: Preeti Koul Chaudhry (Ogilvy India)
Creative Director: Jossy Raphael (Ogilvy India)
Art Director: Nasheet Shadani (Ogilvy India)
Designer: Nasheet Shadani (Ogilvy India)
Copywriter: Piyush Pandey (Ogilvy India)
Copywriter: Nasheet Shadani (Ogilvy India)
Brief Explanation
The local advertising in these markets tend to be in Urdu and Persian. The culture is also very different from the Western culture.
The objective was to create an identity that they could relate to while at the same time retaining the essence of brand Ogilvy.
Describe the brief from the client
The Muslim consumers (1.8 billion today and expected to be more than half the world's population by 2050) are a very important market for Ogilvy and its clients. The agency wanted to create a distinct identity for its offices in Muslim dominated markets like Pakistan, Bangladesh and the Middle East.
Design Process
The Ogilvy logotype was designed in Urdu and Persian (both read from right to left). Remarkably, it was done by subtly changing the existing Ogilvy logo, resulting in an identity that made sense in English and the local languages.
Results
The new look of Ogilvy was launched through press ads (in Urdu newspapers), billboards and posters in Pakistan. The agency signage and stationery reflected the change.
This unique identity helped the agency connect better with its clients
and the people of Pakistan, Bangladesh and the Middle East.