MxMIndia

Tag: Dentsu One

  • Launches a new TVC titled ‘The Glow of Success’ featuring Akhtar

    Dulux gets Farhan Akhtar to promote Velvet Touch

    By A Correspondent

     

    Dulux, the paints brand from AkzoNobel India, has unveiled a new TVC for its flagship brand, Dulux Velvet Touch. The campaign titled ‘The Glow of Success’ features brand ambassador Farhan Akhtar.

     

    Said David Teng, Cluster General Manager, Decorative Paints, South Asia, Akzo Nobel: “We all work hard to achieve our dreams and celebrating them with our loved ones is equally important. With this new Dulux Velvet Touch TVC, we hope to motivate our consumers to not just decorate their walls, but to cherish their well-deserved accomplishments and success.”

     

    Explaining the rationale behind the brand campaign, Titus Upputuru, National Creative Director, Dentsu One added:“There are many milestones on the path to success and Dulux Velvet Touch celebrates their arrival. The protagonist, played by Farhan Akhtar bares the walls of all the conventional success symbols, choosing instead to portray it through the unique glow offered by the brand. The poetic expression of the voice over is something that we thought would go well with the celebrity’s surname.”

  • Honda has launched the fifth generation Activa 5G, which gets new deluxe variant

    ‘Love is Growing’ for Honda as it unveils campaign for Activa 5G

    By A Correspondent

     

    Honda Motorcycle and Scooter India has introduced the latest integrated ad campaign titled ‘Love is growing’ for Activa 5G.

     

    Said Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India: “As the No 1 selling two-wheeler of India, Activa is no longer just a mobility solution but a cherished part of life for more than 18 million Indian families and youth. Activa has transformed to meet the evolving needs of every generation over the years. The new fifth generation Activa 5G while staying true to its legacy of trust, innovation, quality, reliability and convenience; looks and rides completely different giving young India all the more reason to fall in love with it. The new ‘Love is Growing’ campaign celebrates that not only is the Love for Activa is growing but love is growing in real life too.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “Activa is a household name in India. It has seen many generations. As we were briefed about the 5th generation model of this very popular brand, we thought let’s showcase how this love is growing. The film is a little chapter from this love story, which occurs in a University, between one of the students and the professor’s daughter. It was great working with Boman Irani. Taapsee adds a new flavour to the brand. We hope the film builds on the love that the brand already enjoys across the nation.”

     

     

  • The ‘Kya Shine Hai!’ campaign’s central theme is to celebrate the brand legacy of CB Shine

    Honda launches new campaign for CB Shine

    By A Correspondent

     

    Honda Motorcycle and Scooter India has introduced its latest film for motorcycle brand, CB Shine. Developed by Dentsu One, the‘Kya Shine Hai!’ campaign’s central theme is to celebrate the brand legacy of CB Shine whilst taking forward the core idea – ‘Shine Karna Sabko Accha Lagta Hai’.

     

    Said YS Guleria, Senior VP – Sales and Marketing at HMSL: “A decade after its introduction, Honda’s CB Shine is India’s most trusted 125cc motorcycle. Today, every minute, two families are riding home on a new CB Shine. From the brand communication perspective, our customer evolution mirrors the new ‘Kya Shine Hai’ TVC. It is this shine of theirs which their family members & society recognises and appreciates.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “When you raise your own collar, it may seem as a form of vanity. But when someone else raises it instead, it surely is a sign of appreciation. We found this to be an interesting symbol to associate with those riding Honda Shine, who are shining in their own little ways”.

  • It stays true to its global brand philosophy of #UniteFor, and rises to the occasion, telling a very touching story

    Nokia unveils its Diwali campaign #Unitefor #love

    By A Correspondent

     

    Nokia mobile is rolling out its first big cross-platform campaign ahead of the festive season.

     

    Speaking about the campaign, Jyotsna Makkar, Head of Marketing, HMD Global (India) said: “As the pioneers of mobile telephony, Nokia has been instrumental not just in bringing innovative devices to people, but also in helping them forge deep connections. The reason the love and trust for this brand has endured, is because Nokia has always been a people’s brand – it’s deeply ingrained into our DNA. We thought it was important that a brand that showed all of us the way to connect, could also remind us that technology has the power to both unite as well as make people feel disconnected – this is a universal insight in our cultural context today”

     

    Added Narayan Devanathan, Group Executive & Strategy Officer, Dentsu Brand Agencies (India): “People don’t like brands to ‘enable’ them anymore. They like brands to demonstrate that they understand them. What this campaign idea does best is to bridge millennials’ purposive lives with Nokia mobile’s campaign promise of uniting with their loved ones, using Diwali as the shining, happy India context.”

     

    Added Titus Upputuru, NCD of Dentsu One, who helmed the campaign:“It is a fact that we are all occupied with our phones today, almost all of our waking lives. More so the youth we are attempting to engage with. We had fun creating the film and the whole gamut of ideas that explode the idea of gifting oneself. We hope ‘Main ke siwai tujhe main kya doon’ provokes people to think and unite for love.”

  • In 2017, Honda 2Wheelers launched the 4th generation BS-IV and AHO compliant 'ACTIVA 4G' with new style and features like mobile charging port for connectivity on the go

    Honda speaks to the nextgen populace to promote Activa 4G

    By A Correspondent

     

    Honda Motorcycle & Scooter India (HMSI) has rolled out its latest film for its 4th Gen upgrade of Activa.  Developed by Dentsu One, a Dentsu Aegis Network Company, the TVC was launched with the world television premiere of Jolly LLB 2 and has started running on air across popular channels from May 14,’17.

     

    The ‘Nayi Generation Hai’ campaign reinforces the top of mind recall for Honda’s fourth generation Activa both emotionally and rationally. The idea is to showcase how Activa 4G is playing an active role in the slice of life of India’s new generation. India’s psychographics is fast evolving and everyone in this new India is exploring something new. Be it the trending youth, WhatsApp-ing parents or jogging grandparents. The TVC is all about how India’s Nayi Generation is doing things differently and the new Activa 4G is their ride of choice.

     

    Said Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd:“With trust of over 1.5 crore Indian families, Activa has grown to become India’s No. 1 selling two-wheeler brand. Its continuous evolution over the years in terms of technology, innovation and design ethos has made Activa relevant across generations. While retaining its core of trust and reliability, our astute communication has led Activa to gain top of consumer mindshare as well. The biggest insight when we started the TVC campaign was ‘A new generation in every generation.’ This is what the New Activa 4G television campaign captures… every age group is now a new generation and Activa 4G is made for them.”

     

  • Aims to put an end to the indifferent attitude of the tyre buyer

    Dentsu One creates new campaign for JK Tyre

    By A Correspondent

     

    Dentsu One, the creative agency from Dentsu Aegis Network, has rolled out a new campaign for JK Tyre’s two wheeler tyre range, Blaze.

     

    Said Vikram Malhotra, Marketing Director, JK Tyre and Industries: “We have adopted a 360-degree promotion campaign for Blaze through our marketing and communication platforms. The tagline and message of our campaign ‘Ab se tyres mein sirf JK is OK’ is rooted in our firm commitment to total control and safety while driving on roads. We are going all out with our campaign and expect the premium range of tyres to cover 75%-80% of the domestic two-wheeler tyres replacement market demand.”

     

  • As part of the mandate, Dentsu One's scope of work for its latest client will range across TVC, print, radio, OOH, digital and activations

    Dentsu One wins creative mandate for JK Tyres

    By A Correspondent

     

    Dentsu One has bagged the creative mandate for JK Tyre and Industries, following a multi-agency pitch. The other agencies that participated in the pitch included names such as Contract India, McCann Worldgroup India and L&K Saatch& Saatchi.

     

    As part of the mandate, Dentsu One’s scope of work for its latest client will range across TVC, print, radio, OOH, digital and activations wherein Dentsu One will focus on launching the client’s two-wheeler tyres.

     

    Said Vivek Kamra, President – India Operations, JK Tyres and Industries, welcoming the Dentsu Team to the JK Tyre account: “We are happy to have them on board and hope they will effectively communicate our key brand attributes including technological superiority, youthfulness, humility and progressiveness in a truly Indian grown brand, through our creative campaigns.”

     

    Titus Upputuru
    Sunita Prakash

    “We are grateful and delighted with this win. The teams had great fun working on it from ideation to creation. JK tyres is a great home grown brand and we look forward to building preference and love for the two wheeler tyre segment of the brand through some powerful communication,” said Titus Upputuru, NCD, Dentsu One.

     

    “The challenge is to not only take the brand idea seamlessly into digital and other mediums but going forward to own it consistently so that it can stand differentiated in the consumer mind space over time,” added Sunita Prakash, Senior VP, Dentsu One.

     

  • The new 2017 Honda City has redefined not just the segment but the category with its class leading exterior and interior features

    Dentsu One executes new campaign for Honda City 2017

    By A Correspondent

     

    Honda Cars has joined hands with Dentsu One to roll out a high decibel ad campaign titled ‘Worlds Ahead’ for the launch of ‘New Honda City 2017’.

     

    The new 2017 Honda City has redefined not just the segment but the category with its class leading exterior and interior features. The campaign highlights the car as being leagues ahead and above the competition. In the TVC, City has positioned itself as being more than just a car with ‘one class above’ attributes. Thus, to create excitement in the already saturated sedan segment, the new City redefines the segment codes by introducing ‘one segment above’ attributes to the mid-size sedan.The 4th Gen City aims to attract younger buyers, hence, this TVC has been developed in a way that resonates with younger audience.

     

    Talking about the campaign, Jnaneswar Sen, Senior Vice President – Marketing & Sales, Honda Cars India Ltd. Said: “The communication proposition truly puts City and the target buyer as a notch above the rest. The tonality resonates with the younger audience who is an achiever whom people would like to emulate.”

     

    Said Titus Upputuru, National Creative Director of Dentsu One: “The City is India’s Sergey Bubka, the Russian Pole Vaulter. Like him, the car is always beating it’s own game. With its class-defying features, the new Honda City 2017 has gone leaps and bounds ahead of its competition. The campaign celebrates this thought and shows the protagonist, like the car, driving in a world of his own, as the lines in the end of the film conclude, “Your world is different from the rest because you are and always have been Worlds Ahead.”

     

    “This Honda City is a definitive segment-defying car and to showcase this – the communication had to make a higher-order statement to truly put it in and different plane thereby repositioning the rest as mere ordinary. The new Honda City ushers a new world of itself with superlative technology and remarkable design,” addedAbhinavKaushik, Senior Vice President, Dentsu One

     

     

  • The novel titled 'Journeys Never End’ exchanges hands through the film

    Harper Collins celebrates25 yrs in India with Dentsu

     

     

    Harper Collins India celebrates 25 years in India through a film that celebrates books. The campaign consists of a film that shows the journey of a novel. The novel titled ‘Journeys Never End’ exchanges hands through the film.

     

    The film starts with an old man holding the novel whilst traveling in a bus. As the bus stops at a church, he forgets the novel behind. A young man notices the book and picks it up to give it to him but the bus leaves. We see a young woman board the same bus and take the seat adjacent to the young man. She notices the book in the young man’s hands. Seeing her interested in the book, the young man hands it to her and leaves as his stop comes.

     

    What she finds written on the first page of the novel gives the film an unexpected twist. The film ends with supers,“Stories create books. Books create stories”and the HarperCollins India logo.

     

    The campaign was launched at the Jaipur Literature Festival, 2017.

    Said AnanthPadmanabhan, CEO HarperCollins India: “We made this short film to celebrate our lifelong passion for storytelling. Something that simply reaffirmed the power of stories and the fact that books open up a world of unimaginable possibilities. And in Dentsu One we found the perfect partner. Narayan’s love for the written word and Titus’ spontaneous creative impulse were the perfect combination. We all have a story and we love stories – and we thought that this was a great way to say it!”

     

    “In the advertising business, we keep talking about how we are all storytellers. Here was an intriguing brief that had us create a story about stories, without the storyteller intruding. When we asked Ananth ‘What do you want to happen as a result of this?’ he said, “The outcome I want is for the viewer to say ‘I want to pick up a book now!’ after seeing the film.” The insight was—in retrospect—very simple. Each of us is a story-creator, sometimes not knowing that’s what we are, mostly not knowing what triggers await us around the corner. That’s the basic reason books appeal to us: they tell the stories we believe we could have created. After all, our lives are a series of stories,” said Narayan Devanathan, group executive and strategy officer, Dentsu India.

     

    “HarperCollins is such an iconic brand with about 200 years of history. It was a great experience to work on this brand. Ananth’s brief took me back to my literature days. Books contain stories. But I thought there are stories that exist outside the books as well. That’s how the line came up. Books create stories. Several stories emerged from this line. We just decided to break the campaign with the Firozaone,”said Titus Upputuru, NCD, Dentsu One.

     

     

  • Dentsu One captains Harjot Singh Narang will lead the office as General Manager, Anand Murty will be Head of Strategy as Titus Upputuruwill be Head of Creative

    Taproot sets up office in Gurgaon with Dentsu One as a division

    By A Correspondent

     

    Taproot Dentsu may have always had prized clients in New Delhi NCR ever since it was set up in 2009, but now it has formally commenced operations in Gurgaon.It’s the new year, and a big year for the Dentsu Aegis Network in the country. So Dentsu One (earlier Dentsu Marcom) has now been turned into the Delhi office of Taproot, though officially it will be a division of Taproot Dentsu.

     

    Harjot Singh Narang will lead the office as General Manager, Anand Murty is Head of Strategy and Titus Upputuru will be Head of Creative. Talking about this development, Agnello Dias, Chairman and Chief Creative Officer, Taproot Dentsu said: “We are excited with this development. Delhi NCR is a high growth market and we are looking forward to working with a host of interesting new clients and brands. Almost since inception, we have been working with some very important and iconic brands in this market like Airtel, Times of India, Marico and more recently with Dulux and Coca Cola India.  So we have been more than familiar with this geography. By opening up a strong new front here, we are building further on that experience and strength.”

     

    Added Santosh Padhi, Chief Creative Officer, Taproot Dentsu: “Working with a new bunch of energetic and talented people will only add strength and lustre to our capabilities and bandwidth. Beyond television, Taproot has strengths in design and digital too. We are looking to build on those fronts too. This is an important market and we are most happy to be here,” said Umesh Shrikhande, Chief Executive Officer, Taproot Dentsu: “In the ideas business, it takes a lot of doing to replicate a creative culture. So to build on our collaborative work ethic, the Gurgaon office will work closely with the Mumbai office. Aggi, Paddy and I will remain involved in a hands-on manner. We will do what it takes to add sparkle to the brands entrusted to us.”

     

    And this is what Narang had to say in a communique: “We are all set to roll with a talented team of more than 50 people and a clutch of strong clients like Airtel B2B, AkzoNobel and Coca Cola India among others. We are looking forward to building on this foundation.”

     

    According to information we have received, Messrs Narang, Murty and Upputuru will continue to hold their old charge at Dentsu One. It is not a merger, we were told, though if all goes well,  the two entities could well be one.

     

  • The film throws light on this disturbing fact by showing a frighteningly painful story based on a real incident

    Dentsu One executes thought-provoking film on World Toilet Day

     

     

    Over 300 million women in India daily undergo psychological trauma of having to defecate in open fields. The film titled ‘Khushboo’ throws light on this disturbing fact by showing a frighteningly painful story based on a real incident that had happened in Jharkhand.

     

    Set in a rural India, on a wet, rainy dawn, the film shows a man putting his daughter to sleep. In the background, we hear the voice of the young daughter tell her father how he used to give her everything that she ever asked for, except for one thing that she had asked for as she grew older.

     

    She had begged and pleaded for it. She even gave up food. But the father refused to fulfill her wish, saying that he was saving money for her marriage.

     

    As the father’s gentle patting turns into repeated thumps, we realise all is not well. The girl’s voice finally says that while her father had put her to sleep always, this one time, she was going to sleep by herself.

     

    As we see the suicide note that she had left behind, we realise that the father had actually lost his mind and was patting his dead daughter all along. The father breaks down finally and starts crying bitterly while still thumping the shoulder of his dead daughter.

     

    As the camera pulls up we see the noose hanging from the fan and a lullaby begins to emerge in the sound of rain. To the haunting melody in the background, we learn that the girl Khushboo committed suicide because her father did not build a toilet in the house. We also learn how over 300 million women in India are going through similar trauma every single morning of their lives.

     

    The film directs the audience to visit the ProjectHers.com website and sign a petition that will influence the government to create a new law: If you have a house, you must have a toilet.

     

    Speaking about the film and the project, Titus Upputuru, the writer and director behind the film, said, “That a girl gave up her life because she did not have an access to a toilet was unbelievable. We went online and found many other cases where women give up their lives. That’s when we began this petition through Project Hers. While I know there is a lot of education that the government is doing about how everyone should use a toilet, the fact is about 60% of India’s population does not have an access to toilet facilities. This film and Project Hers attempts to address this issue.”

     

  • Actor Akshay Kumar narrates Honda's 'CBS with Equalizer' technology

    Akshay steps up proposition for Honda’s latest technology offering

    By A Correspondent

     

    Celebrating the success of its advanced customer-centric technology – the Combi Brake System (CBS) with Equalizer, Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) has unleashed a 360-degree marketing campaign to celebrate the milestone.

     

    The biggest differentiator of Honda’s CBS technology is the in-built Equalizer which distributes braking force proportionately between the front and rear wheels simultaneously by pressing just the left lever (in all Honda’s automatic scooters) or foot paddle (in 4 Honda motorcycle models). Brake force proportions have been set as best balance for all situations based on Honda’s 30 years of experience of CBS technology in the global markets.

     

    Celebrating this milestone, Honda 2Wheelers India has released a 360-degree marketing campaign where its brand ambassador and actor Akshay Kumar highlights the importance of balance – not only in life but also on the roads. Conceptualised by Dentsu One, a Dentsu Aegis Network Company, the TVC attempts to cement Honda’s imagery as the leader in bringing customer centric 2wheeler technology.

     

    Elaborating on this technology and its benefits, Yadvinder Singh Guleria, Senior Vice President – Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “In 2009, Honda became the first two-wheeler company in India to introduce the proven CBS technology with the unique Equalizer advantage. In the new TVC, get ready to see Akshay once again in his inimitable Khiladi style, sharing how Honda’s unique CBS with Equalizer technology is lending balance to daily riding of crores of Indian customers.”

     

    “It was a challenging brief. We had to humanise technology and make everyone not only to understand things like Combi Brake System and Equalizer in a matter of few seconds but also make it engaging and memorable. The globe came handy. So did Akshay Kumar’s athleticism!” said Titus Upputuru, National Creative Director – Dentsu One.