MxMIndia

Tag: agnello dias

  • The Airtel Girl and her friends will answer it in a brand new campaign, which went on air recently

    Airtel girl back with new brand promise

    By A Correspondent

     

    Sasha Chhetri, the Airtel Girl, and her friends are back in a brand new campaign. This time they are trying to figure out which mobile network is India’s fastest and what’s the proof for it.

     

    Conceived by Taproot-Dentsu, a 360-degree media mix led by TV will see renderings in Outdoor, Print, Radio and Digital.

     

    Said Rajiv Mathrani, Chief Brand Officer, Bharti Airtel:“Our new campaign is aimed at reinforcing our superior network capability that enables us to deliver best in class online experience to our customers across the country.”

     

    Added Agnello Dias of Taproot Advertising, “Ookla is the world leader in speed tests and all we had to communicate is that it had proven Airtel to be the fastest in India. We chose to do it via an all too familiar face”

     

  • The campaign offers an ode to the great Indian culinary adventure, taking place every day across the country

    Future Consumer unveils brand campaign in India

    By A Correspondent

     

    Future Consumer Limited (FCL) is a forward-looking company dedicated to making products for the new generation of restless aspirers that constantly seeks something new. The company has created a whole new language of fusion product innovations, which will soon cater to anything and everything the Indian kitchen needs but doesn’t know yet.

     

    It has unveiled a new campaign that is based on a simple truth about Indians. That they are a unique tribe of foodies, with the most experimental palates. They have an adventurous way of appreciating a completely new taste by truly making it their own. Only in India do we have the gumption, the ability or the bravado to take what the world is consuming and give it an interesting twist. Even the regular Indian fare is in a state of constant evolution and something new is always cooking in our kitchens. This campaign is an ode to the great Indian culinary adventure, taking place every day across the country.

     

    Said Rahul Kansal from Future Consumer: “It was a pleasure working with Taproot on this campaign, as always. We gave them a simple brief: we at FCL are here to feed the great Indian foodie. They found a really graphic way to express this message, through the audio mnemonic of tongue-clicking (a uniquely Indian way of expressing the pleasure of great-tasting food). The metaphor of hybrid tastes that the film is based on, also brings alive the idea of our new-found spirit of experimentation, evocatively.”

     

    Added Agnello Dias, Co-founder, Taproot Dentsu: “It was an interesting brief for an interesting brand and the simple insight that when it comes to food, we in India neither accept nor reject any new flavour outright – we tweak it to make it our own. Signed off, of course, by the great Indian ‘palate smack’, a satiating expression that is uniquely Indian.”

     

  • The campaign, based on the theme “Bank Hai Par AlagHai”, highlights Airtel Payments Bank’s differentiated banking model

    Airtel Payments Bankrolls outintegrated launch campaign

     

     

    Airtel Payments Bank has announced the roll out of a 360-degree launch campaign to showcase its digital banking offerings that offer customers a refreshing change from traditional banking.The campaign, based on the theme “Bank Hai Par AlagHai”,highlights Airtel Payments Bank’s differentiated banking model that leverages the vast network of neighbourhood Airtel retail outlets, which take convenient digital banking closer to the customer.

    The campaign is based on customer insights regarding their day to day experience with traditional banking and brings to fore some of the most common challenges faced by them. Airtel Payments Bank, which is leading the creation of a new category of banking in India, is trying to address some of these challenges with its innovative approach.

    Conceived by Taproot-Dentsu, the campaign will comprise of TV Commercials with support legs in Outdoor, Radio and Digital mediums, which will play a big role in delivering the message to the audience.

    Said Shashi Arora, MD & CEO, Airtel Payments Bank: “Airtel Payments Bank aims to take the banking closer to every Indian. Our simple and very convenient banking model thatleverages Airtel’s vast retail network will add a new dimension to the way India banks and contribute to financial inclusion in the country.”

    AddedAgnello Dias of Taproot-Dentsu: “Consumers are looking for simple and efficient modes of bankingand the thought behind the campaign was to look at the proposition from a common man’s perspective and his expectations from a bank. Airtel Payments Bank is leading the creation of an entirely new banking category in India and we have chosen an approach that is frank and engaging.”

     

     

     

  • This year the review was about who cares for advertisements and a lot of discussion on context and content.

    Aggie & Josy present Ad Club’s hosts Ad Review

    By A Correspondent

     

    The Ad Club hosted its annual Ad Review on Wednesday with the theme ‘Who cares? Vs Who cares’

     

    The highlights of the event included engaging and insightful presentations by Agnello Dias, Co-founder and Chief Creative Officer, Dentsu Taproot India, and Josy Paul, Chairman and Chief Creative Officer, BBDO India. Shubhajit Sen, Chief Marketing Officer, Micromax Informatics, moderated the event.

     

    Dias named his presentation – Everybody cares and no one gives a damn! The name had the audience in splits and made an interesting start for the event. He explained the reason for the name by saying, “We live in paradoxical times. Times, when the whole world seems to be hell bent on saving the whole world from the whole world, because every creative is cause and every person is a vigilante in a mission.”

     

    The focus of his presentation was on the target group aspect, basically, ‘Who’s watching?’ According to Dias, earlier there used to be a dialogue between the audience and the marketer in the form of communication, till the target audience understood what was being conveyed everyone else did not matter. But the communication now has become a ‘trialouge’; there is another party who is intervening between the above mentioned parties. So, now, there is this large group of people who are listening what the consumer is being told and they are adding their two bits to that which the consumer is listening to as well. Now, they are doing it the other way round, by adding their opinion on what the consumer is saying and conveying it to the marketers. The marketers cannot ignore this group since the audience is also listening to these communicators who act as middlemen.

     

    He explained how the audience has changed and it is about the product consumer vs. the communication consumer, where the latter influences the former. Dias gave the example of Lifebuoy’s Chamki campaign- which created awareness about using hand wash soap after child birth to avoid any kind of infection for the baby, through an experiment in a village, Ariel’s ‘Share the load’ campaign and Fortune oil’s ‘Mother exchange’ campaign to put across his point about the power of relevance today. “Content without relevance is art and content with relevance is advertisement,” he said. He concluded by saying, “So, what does this mean for brands? Welcome to a world where every ad is a corporate ad and there are no product ads anymore.”

     

    Paul started his presentation by showing an amalgamation of the ads which he thought made an impact and chose to call it ‘artistic stupid impression’. While the earlier presentation was more about content, this presentation highlighted the relevance of context in advertisement.

     

    “People care about context and not advertisement. Nothing matters unless there is context,” said Paul. He stressed that while everyone focuses on the content, it is equally important to focus on the context. “People respond to something that is deep within us, as the world gets more complicated, people want more roots. Contexts are about roots. They are seeking those collective roots so that they can make sense of this chaos that is happening. Contexts give reference to these roots,” he added.

     

    Paul stated that the consumer reacts to context which starts and grows the conversation. The authentication of content is through context. According him, while context is remembered, context is fleeting. Throughout the presentation he showed various national and international ads to explain it further. He lauded Truly Madly’s ‘Creep Qawwali’ as a good social context example in conveying the menace faced by many women. He ended it by saying that “Everybody cares,” as an answer to the topic of the evening.

     

  • This provides a platform for buyers to find out the right home loan for their needs, so that they can buy a house that they are worthy of

    Now, get home loans based on your true worth

    By A Correspondent

     

    Aditya Birla Housing Finance Limited strives to convey a message of get the home you deserve through their latest campaign.The latest film – Home Loans, highlights that through www.trueworth.co.in, ABHFL intends to bring about a change and create a differentiated offering as they provide Home Loans by considering the true worth of a person and not restrict it to ones earning potential.

    This provides a platform for buyers to find out the right home loan for their needs, so that they can buy a house that they are worthy of.

    Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group, said, “Our research gave us the insight that a home loan customer in India rues the fact that he is not considered worthy of a home loan amount on the basis of what he is truly worthy of. While their current and past reality is considered, their future potential is not given any weightage. This not only led to the creation of our communications campaign, but first gave birth to Aditya Birla Housing Finance launching www.trueworth.co.in. A tool that helps you realise your true worth. And empowers us to give you a loan that does reflect your true worth.”

    Agnello Dias, Chief Creative Officer, Taproot Dentsu India, says, “This was a lovely insight that captured how our drive for success leads us to neglect some of the most important stages of our life. So caught up are we in our ambition that we tend to forget the reasons why we had that ambition in the first place. A warm, comfortable home for us and our loved ones, for instance. This is a simple, powerful film that captures exactly that.”

     

  • The agency attempts a tongue-in-cheek spin on the Airtel girl’s character

    Taproot unveils Airtel 4G campaign

    By A Correspondent

     

    The ubiquitous Airtel 4G Girl is back in a new avatar starting today as she goes on a vacation with her friends. Airtel’s new campaign around its 4G services starring Sasha Chhetri went on air today in the the India New Zealand match of the ICC World T-20 Cup on Tuesday.

     

    Taproot Dentsu has unveiled a new campaign for Airtel’s 4G service. Here are some details, as per a communiqué received from Taproot:

     

    Over the last few months the ubiquitous Airtel girl has become synonymous with the launch of 4G in the country. Loved, trolled, debated and discussed in equal measure she has gone on to become one of the highly salient brand advocates in recent times.

     

    As the competition gets ready with starting out with 4G in the country, Airtel has moved on to delivering the power of 4G speed to the far reaches of the country. It is an important phase in the Airtel 4G campaign and we thought it would be interesting to get a tongue-in-cheek spin on her character, showing her now trying to take a break from 4G advocacy but ending up finding the brand’s influence preceding her.

     

    It is a bright, brave campaign from a brand of this stature and drives home the underlying message that Airtel 4G is not only fast but available in more parts of the country than one would think.

     

    The Films:

    Shimla 40 sec – https://youtu.be/Em_Ov3h0C3U

    Shillong 35 sec – https://youtu.be/ZIZK85eVFYM

     

    Clientspeak: Srinivasan Gopalan, Director – Consumer Business, Bharti Airtel (India & SA) says, “Airtel has established a clear leadership in the 4G category, both in terms of network presence and brand communication. Sasha has become the face of 4G in India and we believe that the new campaign, which communicates the unmatched reach of Airtel’s 4G network, will further strengthen our data proposition and help us build on our first mover advantage.”

     

    Agencyspeak: Agnello Dias, “We have seen a lot of the Airtel 4G girl in recent times. And she’s powerfully built 4G association with Airtel. We thought it would be great if we could take a cheeky look at her ubiquity. So this time instead of continuously advocating the brand, we have taken a different spin on her character while driving home a strong network message.”

     

    Credits:

    Client- Airtel

    Agency- Taproot Dentsu India Communication Pvt. Ltd.

    CCO- Agnello Dias/ Santosh Padhi

    CEO- Umesh Shrikhande

    Writers- Agnello Dias/Pallavi Chakravarti

    Account Management- Gargi Vegiraju/ Alekhya Marada/ Sana Patel

    Art- Santosh Padhi/ Durvesh Gaikar/ Rutuja Mali

     

    Production House Credits:

    Equinox Films Pvt. Ltd, Mumbai

    Director – Ram Madhvani/ Nitin Parmar

    Producer/Executive Producer – Manoj Shroff/ Sia Bhuyan

     

  • After studying Mathematics and doing an MBA, Ninad worked with IMRB in quantitative research followed by six years at Lowe

    Taproot announces senior level appointments

    By A Correspondent

     

    Ayesha Ghosh

    Taproot has appointed two senior resources into its fold. Ayesha Ghosh joins Taproot as the General Manager while Ninad Umargekar has joined Taproot as the Head of Strategic Planning.

     

    Having studied Economics and Advertising in Delhi, Ayesha spent most of her working years in Mumbai. In her previous assignment, she was heading the Mumbai office of Contract where she spent 14 good years. At Contract Ayesha was involved with the integrated communication planning on brands like Shoppers Stop, Asian Paints, Cadbury and Star Plus among others. She also worked closely with the Design, Digital and Core Consulting divisions of Contract. A voracious reader and foodie, Ayesha is also a fitness enthusiast.

     

    Ninad Umargekar

    After studying Mathematics and doing an MBA, Ninad worked with IMRB in quantitative research followed by six years at Lowe. At Lowe he started with channel planning and then moved to brand planning working on a wide variety of brands like Lifebuoy, Hit, BookmyShow, Finolex among many others.

     

     

     

    Agnello Dias

    Commenting on Ninad’s appointment, Agnello Dias said: “Strategic planning is a key discipline that we are focusing on and Ninad’s arrival helps us take a significant step forward in that respect. He has a sharp mind and the ability to be precise with people observations. A trait we respect and admire as that is what has seen us produce some really powerful work in the past.”

     

     

    Umesh Srikhande, CEO, Taproot said, “At Taproot, the endeavour is keep adding value to the brands entrusted to us. Strengthening our relationships, growing our talented people, adding sharpness to our counsel and overall adding more depth to everything we do. And that is where hiring senior talent like Ayesha Ghosh becomes important. Her high levels of maturity, cross category experience, her strong people-team skills and her bias for good ideas will mean a happy and meaningful addition to our bandwidth.”

     

  • D&AD has announced its juries for the 54th annual professional awards

    R Balki and Prasoon Joshi to be jury foremen at D&AD, Aggie, Anil Nair, Mohor Ray & Shanoo Bhatia also on jury

    By A Correspondent

     

    D&AD has announced its juries for the 54th annual professional awards. In keeping with tradition, the D&AD Awards will be judged by some of the international creative communities’ highest profile members, notes a communiqué. Prasoon Joshi and R Balki are Jury Foreman heading the juries of the Writing and Film Craft categories respectively. In addition, Agnello Dias, Chief Creative Officer, Founder, Taproot Dentsu, Anil Nail, CEO, Managing Partner, L&K Saatchi & Saatchi, Mohor Ray, Co-Founder, Designer, Codesign and Shanoo Bhatia, Founder Director, Eumo are also on the jury.

     

  • New TVC features Brand Ambassador Farhan Akhtar

    Dulux Velvet redefines wall decoration with new campaign

    By A Correspondent

     

    Dulux the flagship decorative paints brand from AkzoNobel India announced the launch of its integrated brand campaign for Dulux Velvet Touch named ‘Fashion Trends for Walls’. The integrated campaign featuring brand ambassador, Farhan Akhtar turns the spotlight on the brand’s ability to translate fashion on to walls.

     

    Explaining the rationale behind the brand campaign, Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel India said, “Being an International premium brand with a distinct legacy and lineage, Dulux’s strengths resides in its immense understanding of colours and maintenance of high standards of quality. The new campaign bases its ideology on the brands’ best in class interior solutions that support customers in making their homes stylish.”

     

    Agnello Dias

    Agnello Dias, Co-Founder & Chief Creative Officer Taproot Dentsu Communications, Taproot Dentsu says “The Fashion Trend for Walls campaign of Dulux Velvet Touch caters to an audience that is not afraid of flaunting style. Beyond the colours and vibrancy, there lies a hidden meaning in each colour at the core of Dulux. These colours define a person’s individuality and Dulux provides a medium of expression to these individuals. Just as fashionistas set trends in the world of fashion, Dulux Velvet Touch empowers consumers to discover their style and wearing it on their walls.”

     

  • "We're working on the nomenclature. Taproot has a very unique culture and we didn't want to destroy that," said Rohit Ohri, Executive Chairman, Dentsu India

    Taproot to get Dentsu identity. Exec Chairman Rohit Ohri eyes PR, Activation & regional creative shops

    By A Correspondent

     

    Rohit Ohri

    In August 2012, Japanese advertising major Dentsu acquired Taproot, the boutique creative agency set up by Agnello Dias and Santosh Padhi. Ever since Aggie and Paddy (as the Taproot co-founders  are called in the industry) have integrated into the Dentsu India system.

     

    They head the Creative Council that the network has set up in India and now jointly do business like the Congress campaign or for NourishCo, the Tata-Pepsi jv.

     

    Now, the Mumbai-based creative agency which has produced some awardwinning advertising since it was set up in early 2009 is all set to sport the Dentsu identity.

    When asked whether it would mean that a Dentsu will be prefixed or suffixed to the name, Mr Rohit Ohri, Executive Chairman, Dentsu India said in an interview to ‘dna of brands’ and MxMIndia: We’re working on the nomenclature. Taproot has a very unique culture and we didn’t want to destroy that.”

    Meanwhile, Mr Ohri also said in the interview that “there are very clearly some holes still left to be filled”. These “holes” are reference to PR and Activation agency, he said. In addition, the appetite for digital shops continues even after the WebChutney acquisition.

     

    And that’s not more. Citing the success of JWT’s success with Hyderabad’s Mindset, Mr Ohri has his eyes and ears open for regional biggies.

     

    See ‘dna of brands’ at: http://epaper.dnaindia.com/epapermain.aspx?pgNo=13&edcode=820009&eddate=2014-12-01

     

    Don’t miss the Rohit Ohri interview on MxMIndia tomorrow

     

  • Prasoon Joshi, Agnello Dias, Alok Nanda, Sonal Dabral and Ashish Chakravarty to head juries for Creative Abby

    Jury chairs for Creative Abby announced, more than 3000 entries received overall

    By A Correspondent

     

    The Awards Governing Council (AGC) of the Abbys at Goafest 2014 has announced the names of jury chairpersons for the Creative Abbys. The jury chairpersons for various categories are as follows:

     

    o Integrated Advertising: Prasoon Joshi, President, South Asia, McCann World Group

    o Films: Agnello Dias Chairman and Chief Creative Officer, Taproot

    o Design: Alok Nanda- Director Alok Nanda Communications

    o Outdoor Advertising & Ambient: Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, India

    o Radio Advertising:  Ashish Chakravarty, National Creative Director, Contract Advertising

     

    Pratap Bose

    Commenting on the jury, Pratap Bose, Chairman of the Awards Governing Council and President of the Advertising Club, said “We are delighted to have such a remarkable line-up of jury chairpersons this year. All of them are creative stalwarts and I am pleased that they will be judging the Creative Abbys this year.  The judging process will be transparent and fair. KPMG will be monitoring the judging procedure.”

     

    Shortlists for Goafest 2014 are being displayed at www.abbyshortlist.com. Issues related shortlisted entries should be brought to the attention of jury chairperson in writing. The matter with proof submitted will be tabled in the second round for the jury to make a final call on. The metals awarded by the Jury after the second round of judging will be final.

     

    Meanwhile, according to a communiqué, over 3,000 entries have been received overall by the Awards Governing Council.

     

  • Mountain Dew has unveiled a new campaign that preaches to individuals to push their passions to the limit, allowing them to conquer their fears along the way

    Bang Bang Films unveils new commercial for Mountain Dew

    By a correspondent

     

    Conquering challenges has always been the proposition with which Mountain Dew has treaded ahead in the soft-drinks market, a fact that has been captured appropriately through its several campaigns released in India. Taking the proposition further, Mountain Dew has unveiled a new campaign that preaches to individuals to push their passions to the limit, allowing them to conquer their fears along the way.

     

    The new TVC for Mountain Dew, shot by Bang Bang Films features a young boy who faces his fears, and triumphs with the help of Mountain Dew and his own can-do attitude. Despite falling, breaking bones, friends who laugh and parents who nag, his persistence eventually pays off and he successfully completes a daredevil stunt in front of a large audience.

     

    The creative duties for Mountain Dew in India are handled by Taproot India and the script is the brainchild of Chief Creative Officer, Agnello Dias, and Associate Creative Director, Mayuresh Dubhashi.

     

    Directed by Danish filmmaker, Martin Aamund and produced by Bang Bang Films, the spot is both realistic and dramatic at the same time. The daredevil stunt in question was done in Delhi, where a dirt bike track was created with a ramp built entirely from scratch, at a location which had never before been used for a shoot.

     

    Mayuresh Dubhashi, Associate Creative Director, Taproot India commented, “Everything about this project was a challenge. Right from the brief to the script and then its execution. The reason is that Mountain Dew has moved on to a more cerebral nature of fear. And that makes it a lot scarier. A physical version of fear can be overcome with sheer will, but it takes something special to rock your own boat and challenge your status quo. After 3 days of a hectic shoot with Martin and a resilient Bang Bang team through crowded Delhi streets, huge setups and unpredictable weather, the film has managed to do just that.”

     

    Speaking about the film, Roopak Saluja, MD and Founder, Bang Bang Films said, “With the problem solved by Mountain Dew moving from physical fear to cerebral, Martin was the best suited Director for the job given the deftness with which he handles inner monologue and self-reflection.  The result: a gritty, gripping and realistically slick spot that tells a great story.  It was a mountain of a job given all the challenges but I’m glad we’ve more than managed to give it its dew”.