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Tag: Aalap Desai

  • Announces key leadership appointments

    Aalap Desai gets old mates from Dentsu together at Tgthr

    By Our Staff

     

    Tgthr, the agency founded by Aalap Desai, has unveiled its creative leadership structure. Anadi Sah, Vibhor Yadav, Pragati Rana & Anirudh Venugopal have joined as founding partners.

     

    Said Aalap Desai: “Today’s world has evolved. The client’s problems have evolved. Advertising needs to evolve, too. This team represents this evolution. The convergent experience of the team now at tgthr is equipped to deliver the results the business needs, the differentiation that the brands need and the creativity that the consumer needs. Not just this, we want to bring back what advertising has lost. Fun, laughter and the liberty to voice your truth while working on the brief.. I am delighted to share with you the creative leadership structure of my newly launched full-funnel agency, Tgthr (Together). It is the same team that worked with me in Dentsu.”

     

  • A future-focussed full-funnel ad agency

    Aalap Desai launches Tgthr

    By Our Staff

     

    Aalap Desai
    Aalap Desai

    Aalap Desai, former Chief Creative Officer of Dentsu Creative West and Dentsu Creative Experience India, has announced the launch of Tgthr (Together), billed as a “future-focussed, full-funnel ad agency”.

     

    Speaking on the launch, Desai said: “The advertising industry is often filled with a sea of sameness. The saviours of this industry are the sparks of creativity that we see scattered here and there. It is challenging to find the right people for the job. The one who knows how to create a great TV ad might not know how to increase followers on a social handle. The one who has mastery over social media may have no idea about master branding. What if all these talents could come together to form a cohesive whole? If one great creative person is a force, imagine what could be achieved when they all combine as a force multiplier! This is especially true when you create an environment where they can thrive. That’s the idea behind Tgthr. Bring together expertise, talent, and passion to deliver clients unparalleled quality, connectedness, and effectiveness. All the while ensuring that we love where we work.”

     

  • Prior to this, Shukla was with Publicis India as Executive Creative Director

    Dentsu Creative appoints Ajeet Shukla as Group ECD

    By Our Staff

     

    Dentsu Creative has appointed of Ajeet Shukla as Group Executive Creative Director. He will report into Aalap Desai, Chief Creative Officer, Taproot Dentsu and Isobar India. Prior to this, Shukla was with Publicis India as Executive Creative Director.

     

    Speaking on the appointment, Desai said: “Right now, Dentsu Creative is a wonderful work in progress. It’s this time when you need the right people to join in and add to building it. Ajeet fits that profile on every count. His body of work is brilliant and his attitude and love for the business are contagious. I am glad to have him on board for the journey.”

     

    Added Shukla, “The bigger the challenge, the bigger the opportunity. And I am thrilled to take the opportunity in this role. It would really be amazing to work in such a great creative environment filled with the best of the creative minds in the industry. I really look forward to doing some great work here.”

     

  • To lead Taproot Dentsu and Isobar India as CCO

    Aalap Desai to also be CCO, Taproot

    By Our Staff

     

    Aalap Desai
    Aalap Desai

    Dentsu India has appointed Aalap Desai to the role of Chief Creative Officer (CCO), Taproot Dentsu, a DentsuMB Company. In both roles, he will report into Ajay Gahlaut, Group Chief Creative Officer India (GCCO), Dentsu Creative India.

     

    In addition to leading Isobar India’s creative team, Desai will now also be responsible for Taproot Dentsu’s transformation into becoming a Nex-Gen, digital-first agency.

     

    Sidharth Rao
    Sidharth Rao

    Said Sidharth Rao, CEO, DentsuMB Group: “The decision is vital to the growth of Dentsu Creative in India and aligned with the network’s global ambitions. Talents such as Aalap and Titus come with unmatched expertise and experience; and their contributions are bound to outweigh the expectations of our clients and the industry. Over the years, they have been groomed with the proficiency to build brands from scratch and are excellent at measuring and matching the market pulse with client needs. With this move, I look forward to Dentsu Creative India reinforcing creative solutions in newer & undefined ways.”

     

    Ajay Gahlaut
    Ajay Gahlaut

    Added Gahlaut: “It is fascinating to work with some of the country’s best creative brains. Aalap and Titus are creative geniuses who have delivered some fantastic campaigns over the years. Their brand-building approaches are contemporary and fresh. I feel that’s the need of the hour. All the conversations around us are evolving and it is inevitable for brands to evolve their conversations too. They are perfect for that task. Their expertise in brand thinking and storytelling will create robust digital-led creative solutions for clients. I am looking forward to working with both.”

     

  • Highlights diverse products of wellness brand from TTK Healthcare

    Isobar campaign for Skore condoms

    By Our Staff

     

    Skore condoms has launched a new campaign to position itself as more than just a condoms brand, showcasing its widest range of pleasure product offerings.

     

    The ‘Get Naughtier’ campaign is conceptualised by Dentsu Isobar and comprises digital ad films as the primary medium of spreading the message and supported by digital activities, engagement building influencer activity, and branded content to drive the message over a period of six weeks.

     

    Speaking about the campaign Vishal Vyas, Head of Marketing, TTK Healthcare Ltd said: “We have consciously made an effort to create content that will resonate with young people. We wanted to communicate succinctly that we are more than a condom brand, offering interesting sexual wellness and pleasure products such as Vibrating rings, and Flavoured Lube variants, to Pheromone Activating Spray for men and Pleasure Gel for women. In a category that’s hard to advertise, stereotyped with sleaze and one that invites moral trolling, consumers are barely aware of the diverse offerings in addition to the large range of diverse condoms we have. This campaign deals with these smartly and tries to normalize experimentation and extended playtime for couples’ sans judgement or guilt.”

     

    Added Aalap Desai, National Creative Director, Isobar India: “The category, though creatively fertile, invariably invites a lot many restrictions and censor from mainline media. I am just thrilled that the client was willing to explore a digital only eco-space to market such never-before advertised products. Not only are the media touchpoints relevant to the consumers for whom the products are meant for, but also it’s one of those rare & truly integrated campaigns covering content, social media, performance, influencer marketing and OTT films via a singular narrative. In a way, the challenge thrown at us by the mainstream media only egged us to think naughtier!”

     

  • Offers an instant access to doctors and health check-ups at home…

    Mcgarrybowen India’s ‘mfine Healthy Rakhi’ adds to sibling bond

    By A Correspondent

     

    Mcgarrybowen India, the creative agency from Dentsu Aegis Network (DAN), has launched ‘mfine Healthy Rakhis’. For the record, mfine is an online doctor consultation app.

     

    Said Arjun Choudhary, Chief Business Officer and Founding Member, mfine: “It is imperative for a brand to live up to its brand purpose and play a larger, and a more meaningful role in the consumer’s life. Rakshabandhan stands for the promise to protect, and that is the very core of our brand too. So, we decided to own the occasion by adding a healthy and digital twist to it.”

     

    Added Aalap Desai, National Creative Director, Mcgarrybowen India: “Consumers have become intelligent and love brands that give them a say in the brand narrative, an opportunity for engagement. And with this campaign, we wanted to take Rakhi beyond symbolism and make it actionable.”

     

     

  • The aim was to normalise the existence of a peeking bra strap

    MTV India, Dentsu Webchutney launch ‘Baar Bra Dekho’

    By A Correspondent

     

    A visible bra strap has been long used as a patriarchal tool to shame women into falling in-line with the stigma attached to bra straps. Consequently, MTV India with Dentsu Webchutney decided to launch – ‘Baar Bra Dekho’ – to address this issue. The aim was to normalise the existence of a peeking bra strap.

     

    Speaking on the initiative, Navin Shenoy, Marketing Head, Youth, Music, and English Entertainment, Viacom18 said: “Women are leaping ahead in every field. But instead of talking about their laurels, they are still being judged and questioned about what they wear. Criticising their peeking bra straps in 2020 is shameful and not even worth a consideration. Taking this issue head on, we are proud to present MTV Baar Bra Dekho, a thought-provoking initiative that distinctively questions the regressive stereotypes women are subjected to. It’s imperative to change the narrative. Starting this Women’s Day, we urge the youth of this country to celebrate the spirit of freedom and womanhood, the MTV way.”

     

    Added Aalap Desai, Executive Creative Director, Dentsu Webchutney: “Creativity comes in all shapes and forms. When we found this powerful insight in our culture, we wanted to have a strong point-of-view on it. We wanted to go all out and attack this mindset at its very roots. So, we decided to make the bra strap itself our media vehicle to convey our message in the most noticeable way ever. By becoming the voice of the bra strap, we became the voice of millions of Indian women who were refusing to be silent anymore.”

     

     

  • Relevant news stories that Kashmiris had missed out on over the last 110 days were converted into teletext

    Vice Media reconnects Kashmiris to news with 8-bit

    By A Correspondent

     

    Vice Media, the youth-centered lifestyle and digital news platform, along with Dentsu Webchutney have launched the first teletext news portal: The 8-Bit Journo. Relevant news stories that Kashmiris had missed out on over the last 110 days were converted into teletext and despatched to Kashmiris through SMS, the moment the service started in Jammu & Kashmir.

     

    Said Sarvesh Jasuja, Senior Growth Manager-APAC, Vice Media: “Vice has always represented the voice of the youth – uncovering and understanding complex situations around the world through the lens of young people on the ground. This project is exactly the kind of thing that motivates us – to be able to share inspiring, meaningful or even just light-hearted irreverent stories, to bring moments of connection into the lives of those who are feeling disconnected.”

     

    Added Aalap Desai, Executive Creative Director, Dentsu Webchutney: “Necessity is the mother of invention. In today’s day and age we cannot imagine a world without the internet. We would not just be devoid of information but also the essential human connection that we all need. The purpose of digital is to add back to human lives. So while sometimes you go forward in looking for futuristic tech to work on, you also need to go backwards to solve a problem; and that is what we exactly did.”

     

     

  • 10 Lakh listeners tune-in while 500,000 watch video within 12 hours

    ‘Big Mahalaya’ ad campaign gets good social media traction

    By A Correspondent

     

    Big FM, aided by Dentsu Webchutney, had a special programme on Septmeber 28 on Mahalaya.

     

    Said Aalap Desai, Executive Creative Director, Dentsu Webchutney: “For 87 years, Bengalis all over the world have been following the iconic Mahalaya programme created by the Birendra Krishna Bhadra, which narrates the story and praises the goddess Durga. This year, keeping in line with Big FM’s positioning, we thought of creating a modern-day rendition of this iconic piece but with a powerful message. #BIGMahalaya’s concept revolves around adapting progressive thoughts and inclusion, resulting in a new outlook of equal opportunities. The idea was simple and needed a lot of people to come together to make it happen and today we are proud of what we have achieved.”

     

    Speaking about the association, Sunil Kumaran, Country Head – Product, Marketing & Thwink Big, Big FM said, “Over the years, women have refrained from being a part of many traditions due to pre-set mandates. But with changing times, one can see how our thoughts are progressing and becoming more and more inclusive. Backed by our aim to create thought changing content which breaks stereotypes, BIG Mahalaya is our attempt to pack the message of inclusiveness and create a modern-day version of this age-old tradition. The original piece is iconic and cannot be replaced, but our 40 min rendition is an attempt at progressing towards a more inclusive and equal approach. We are extremely proud of this initiative which will create an impact in the society.”

     

     

  • He will report to Nishi Kant, EVP and Branch Head- Mumbai

    Dentsu Webchutney ropes in Aalap Desai as Senior Creative Director

    By A Correspondent

     

    Aalap Desai

    Dentsu Webchutney has appointed Aalap Desai as Senior Creative Director. He will work closely with Pravin Sutar, Executive Creative Director and they will take charge of the Mumbai creative team. Sutar and Desai will report to Nishi Kant, EVP and Branch Head- Mumbai.

     

     

    Nishi Kant

    Welcoming Desai to the agency, Nishi Kant said: “Over the last few years, we have been doing some good work for our biggest brands. Aalap comes in at the right time. His mandate is to keep raising the creative bar and partner with Pravin and me in leading the agency into the new age of creativity. With Aalap’s diverse experience across verticals and mediums coupled with his can-do fire, I foresee happy clients and meaningful partnerships.”