MxMIndia

Tag: Dentsu Marcom

  • The campaign created by Dentsu Marcom embarks by releasing TVC followed by digital, radio, BTL activations & POP materials.

    Dentsu Marcom gives clarion call for Pass Pass

    By A Correspondent

     

    DS Group launched a new campaign for its confectionary brand Pass Pass, the branded mouth freshener. Pass Pass leverages the opportunity of bringing people and relationships closer once again. And that became the centrepiece of its positioning: Human bonding and Closeness. It’s new. But it’s also timeless.

     

    The new campaign, with TV playing the pivotal role, creates imagery stemming from the positioning of closeness. The brand creates a world that enables these many moments in many different ways for all kinds of people, using different touch points in the ecosystem: social media, radio, real-world experiential engagement, and point of sale activities.

     

    The TVC drives home the point, through collection of visual montages shot in scenic locations, that closeness isn’t limited by age and shows both young as well as old people sharing moments of closeness.

     

    The film opens with a young woman opening the window of a car and letting the sunshine in. Next we see a young woman walking away after having opened a door. Then we are shown a man and a woman whose hands touch as they are passing by and the woman turns around and walks away smiling. After this, we see a man coming up and greeting a young lady who is holding a Pass Pass family pack seated with her friends who is very happy to see him and beams widely. We cut to a middle-aged man picking up his woman, almost suddenly, in an open field. We then see a bunch of young men and women holding hands on a terrace and grooving to music, as one of them passes on a sachet of Pass Pass.

     

    We see more people coming together and connecting like a young man teaches a much older woman how to ride a scooter, youngsters bonding over a bonfire and a guitar tune. The film ends with people from all age groups coming together and sharing moments over a dinner on a terrace lit by lamps.

     

    The film has a duet of a male voice over with an interlude of a female singer. The male voice over beckons us to ‘khidikiyan kholdo, darwaazon ko khula chodh do, haathon ki phire se haathon mein daalo, kisi ko gudh gudao, kisi ko gaud uthao, dosti karo, mohabbat karo, gale milo, aankh milao, kisi ko phir apna banao, taaya taayi mausa mausi sab se pyaar karo, raho hamesha pass pass’. In between this warm friendly voice over, the female singer takes off with the lyrics ‘pass pass aao, mahaul mehkao’.

     

    “The film celebrates human bonding. You don’t have to be young to enjoy moments that you are spending together. The world seems to be drifting apart with technology pulling people into lives that are largely individual. Today people are caught with themselves, their own lives, more than ever before. Increasingly, people are spending time with gadgets like laptops, cellphones and their work lives. Facebook, Twitter, Whatsapp etc do bring people together but limits physical interaction. You can’t shake hands with a laptop or tickle a cellphone can you?” said Titus Upputuru, NCD, Dentsu Marcom.

     

    The campaign has a lyrical quality to it. “We have had jingle based films and we have had films led by voice over. Seldom do we have them coming together in the same communication. We have had this combination in films like Silsila where Amitabh Bachchan’s deep voice over is interspersed with Lata Mangeshkar’s Ye kahan se aagaye hum. The Pass Pass film attempts to recreate the magic of voice over and song to leave the viewers wanting more,” he said.

     

    Rajeev Jain, Sr General Manager, Marketing, DS Group said, “Pass Pass has built its equity from its ubiquity and has established itself as a brand that inspires togetherness and stands for ‘Human bonding and Closeness’. The campaign also focuses on the message that Pass Pass has become a part of the lives of many Indians’ as their favourite branded after mint and it encourages people to come together, no matter what the age is. It also says that family is the new friend. Generation gap is now a gap too thin and is a myth in today’s world.”

     

    Each element of the campaign invokes people to come together and get close to each other. The print and POS shows people coming together with evocative lines like ‘Haathon ka tanha tehelne na do’.

     

    Credits:

    Client:Dharampal Satyapal Ltd

    Creative Agency: Dentsu Marcom Pvt Ltd

    Account management: Sunita Prakash, Payal Dhawan

    Planning: Narayan Devanathan, Rabia Sooch

    National Creative Director: Titus Upputuru

    Creative Team: Jitendra Kaushik, Richa Sharma, Anees Aazar

    Director (of the film): Shashank Chaturvedi (Bob)

    Production House: Good Morning Films

    Music: Anandh

    Working title of film: Pass Pass - Raho Hamesha Pass Pass

    Duration: 45sec, 30sec, 20sec and 10sec

    Campaign breaks as of: May last week (27th May)

    Exposure (mediums used): Television, Digital, Radio and BTL activations & POP materials.

    Broadcast duration: 8 Weeks

     
  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that goes into creating an ad.

    AdStrat: Honda – Rush Hour

    Titus Upputuru, National Creative Director, Dentsu Marcom

     

    1. Name of the Campaign: Honda – Rush Hour

     

    2 The Brief:

    The task at hand was to carry forward Honda’s global slogan – The Power of Dreams – in the Indian two-wheeler market. The brief was to create synergy with the Indian ethos, and structure communication that understands and empathizes with the dreams of every Indian. This would be the foundation stone to building a brand that every Indian can relate to and be the most accepted by the year 2020.

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=YLPlGq3EpFo[/youtube]

    3. Research insights:

    Indian consumers are nurturing dreams and they want to fulfill them. They are more of doers than dreamers. They want to do their dreams.

     

    4. The thought process behind the creative:

    India is in a hurry. All of us want to fulfill our dreams fast. Honda is all about the Power of Dreams. Soichira Honda had said ‘products don’t lie’. And what a good thing it was to say. So we interpreted the philosophy of Power of Dreams in an Indian context. In India , we are not dreaming. We all have done our share of dreaming. Now is the era of doing the dreams. We have set out to fulfill the dreams, each one of us. And the creative layer we have added is the fact that we are all in a hurry. We all want to make them happen. Sooner than later. That is the core thought behind the creative.

     

    5. Media vehicles chosen:

    TVC, Print, Outdoor, Digital

     

    6. Key issues kept in mind while executing the ad:

    It had to be real as against staged. We wanted to capture real India rushing out of homes to chase their dreams. In the process, sacrificing breakfasts, lunches and sleep. So we tried to keep it real. The casting and the location was not pretty or beautiful. It was supposed to a bit photo journalistic.

     

    7. Does the treatment do justice to the brief?

    You tell us.

     

    8. What according to you is the differentiating factor about the ad?

    The ad looks global and yet very India. It’s got a fresh take on India. The fact that the country is in a hurry. That stands out. Also, the use of celebrity is not to just look good or do some stunts. He has a message that rings true to every Indian and comes from his own experience.

     

    Compiled by Shubhangi Mehta

     

  • The Dentsu India Group has announced the appointment of Shouvik Sarkar as Executive Creative Director, Dentsu Marcom, Mumbai, leading all creative deliveries at the agency's Mumbai operations.

    Shouvik Sarkar appointed ECD, Dentsu Marcom Mumbai

    By A Correspondent

     

    Continuing with the series of senior-level appointments, the Dentsu India Group has announced the appointment of Shouvik Sarkar as Executive Creative Director, Dentsu Marcom, Mumbai. He will lead all creative deliveries at the agency’s Mumbai operations.

     

    Mr Sarkar started his career as a Copywriter at Equus Red Cell in Mumbai where he worked on the India launch of AXN, the Kolkata launch of Shopper’s Stop and Development Credit Bank, Mumbai. Next as Senior Copywriter, Ambience Publicis, he worked on HDFC Mutual Funds, Water Kingdom, Yellow Pages, Westside and Hit. He led the Mumbai campaign for Water Kingdom (city-wide) and the national launch of Yellow Pages, his efforts winning 8 individual silvers and The ‘Ad Agency of the Year’ in the ‘Outdoor’ category at the Advertising Agencies Association of India (AAAI) Awards, 2004.

     

    Mr Sarkar joined O&M as Creative Supervisor where he was an integral part of the team that won the SBI account. He handled SBI and spearheaded the creative output for Hutch, 3G (Hutchison Whampoa). He also worked on the ‘Surprisingly SBI’ campaign, a rebranding exercise for the State Bank of India, in 2005, possibly the largest communications makeover for a PSU at that time. At O&M, his work won two silver Abbys (‘Integrated Campaign’ and ‘Financial Products’ categories), two Effies (‘Big Idea’ Award and ‘Financial Products’ categories) and the ‘Yahoo Big Idea Chair’ Award.

     

    Moving to Dubai in 2007, Mr Sarkar joined DDB, Dubai as Creative Controller. His work helped DDB win The BBC Arabic News Channel and Dell Inspiron accounts. In addition to developing the 360 launch campaign for BBC Arabic News, Mr Sarkar also managed the Parachute Coconut Hair Oil account. On his return to India, Mr Sarkar joined Contract Advertising as Senior Creative Group Head. While managing brands like DNA, Shoppers Stop, Asian Paints, Cadbury and Ask Me B2B, he studied retail consumer behavior, SME advertisers’ mindsets while creating copy to redefine brand perceptions and driving retail sales. Next, he moved to Telibrahma Convergent Communications as Associate Vice-President.

     

    Welcoming Mr Sarkar to Dentsu, Hiroshi Omata, Chief Operating Officer, Dentsu Marcom said, “Shouvik brings a very unique blend of multi-functional expertise to our business. His background of consistently developing effective recognized creative work, combined with his knowledge of digital technologies and a mindset further moulded by his intensive marketing experience – will be of great value to our teams and client relationships. I am delighted to have Shouvik on board and look forward to his work at Dentsu Marcom.”

     

    On joining Dentsu, Mr Sarkar  said, “Fleet-footed communications solutions rooted in consumer insight are the order of the day. Back in time, Dentsu created the distinctly memorable ‘Sar Uthake Jiyo’ campaign for HDFC Standard Life. The mandate is to extend the same magic to other brands. My goal will be to render ‘Tenka musou’ the Japanese adage of being matchless/ fearless to the team and to the work that we do. I would like to deploy the purist marketing learnings now to a role which delivers more meaningful work for clients, and also help Dentsu grow organically.”

     

    Mr Sarkar joins Dentsu from The Lodha Group where as Marketing Manager, he led integrated marketing strategies at the brand, segment and company levels. As part of the core team at Lodha, Mr Sarkar managed their largest product for 2011-12 with average revenues approximating 500 cr m-o-m. While handling the media allocation and spends for the launch, Mr Sarkar also mentored the internal graphic design team at Lodha. His efforts enabled Lodha to win 3 critically-acclaimed International Property Awards in Shanghai.

     

    Prior to Lodha, Mr Sarkar was Associate Vice-President, Telibrahma Convergent Communications. He led business development operations for Mumbai, taking new mobile/digital marketing technologies – QR (Quick Recognition) codes, (enabling print augmentation), augmented reality products to market. Setting up operations from scratch, he supervised a digital campaign for Nike while acquiring new business from brands like Cadburys’ 5 Star and Apple iPhone.

     

    Mr Sarkar graduated in English Honours from St. Xavier’s College, Kolkata. With a Post-Graduate Diploma in Print Journalism from IIMC, he also completed a MBA in Marketing and Strategy from the Indian School of Business.