Ashiana Housing has launched its latest campaign that promotes its three ‘kid-centric’ projects. The campaign, conceptualised and executed by Dentsu India, includes three films and various digital assets.
Said Varun Gupta – Director Ashiana Housing: “The five pillars of Kid-Centric Homes come together to create an environment that fosters physical, intellectual and emotional growth of children to make them better human beings. It will make them winners not just at the work place but in life as well”.
Added Malvika Mehra, Chief Creative Officer, Dentsu India: “Our positioning for Ashiana Kid-Centric Homes has never been about selling four walls but more a way of life for kids today, to make them better citizens tomorrow. As a follow up to the original launch campaign ‘Behtar Parvarish Ka Pata’, with this new set of films, we’ve planted another new thought ‘Bachchey aaj jo seekhenge, wohi to kal duniya ko seekhayenge’ (what kids learn today, they will teach the world tomorrow). Ashiana Kid Centric Homes which are truly designed to provide quality upbringing for your kids, deliver this promise beautifully”,
Flying Machine has joined hands with Dentsu India to launch its new TVC and a series of Instagram films. This latest campaign promotes Flying Machine’s product, F-Lite denim.
Commenting on the films, Alok Dubey, CEO – Lifestyle Brands Division at Arvind Lifestyle Brands Limited said: “Yes. Denim is a serious business for us. But why should it be so serious for our customers – thus, this light-hearted take on what it means to wear a lightweight denim.”
Added Malvika Mehra, Chief Creative Officer, Dentsu India: “After the famous ‘Split’ TVC, which was a hardcore proof of really flexible jeans, in this new set of films for light weight denim, we’ve taken a leap of faith. What happens when zero gravity dates denim? You get a really cool collection like F-Lite. After the success of ‘Split’, we are hopeful that these fun films fly for us.”
Dentsu India has launched a new campaign to introduce Flying Machine’s new product, the F-Lite denim.
Commenting on the film, Alok Dubey, CEO – Lifestyle Brands Division, Arvind Lifestyle Brands said: “Our customers will not only enjoy this film but see for themselves how the F-Lite denim is designed to suit their lifestyle of non-stop fun and action – the proof is here.”
Added Malvika Mehra, Chief Creative Officer, Dentsu India: “What do you do when you get a brief for a fantastic product? You keep it simple and do a fantastic product window. One that lasts a full 30 seconds. With Justone, our freestyle champion, doing innumerable splits in the ultra-flexible F-Lite denims, we didn’t need to say much, the proof was in the pudding. This is the first of five very interesting films we’ve done for Flying Machine this season. Do watch this space for more action.”
Dentsu India has appointed Siddharth S as Group Creative Director and Rigved Sarkar as Associate Creative Director at its Bengaluru and Mumbai offices respectively.
Rigved Sarkar
Siddharth’s last stint was with Leo Burnett Orchard where he was Senior Creative Director on brands like Amazon and Ola. He will report to Krishna Mani who recently joined Dentsu India as ECD – South.
Before joining Dentsu India, Rigved was Creative Controller at 82.5 Communications, Mumbai, where he worked on Tata Motors, RuPay, etc.
Malvika Mehra
Speaking about their roles, Malvika Mehra, Chief Creative Officer, Dentsu India said: “We are nothing without our people. I’m happy that we have new talent like Siddharth and Rigved on board, who believe in the vision we have for the creative product at Dentsu India. Both are talented writers, with a pulse on the requirements of the new brand world we are experiencing today. I am really looking forward to us working together and creating some famous work for our clients across both geographies.”
Siddharth S
On his appointment, Siddharth said, “In the business of creativity, one can’t afford to get comfortable. The world outside is an ever evolving one. The mechanics of advertising are changing every day. I was seeking an exciting new challenge that would help me recalibrate my skill sets to the demands of start- ups and established brands. As they say, what you seek is seeking you. My meeting with Malvika was just that.”
Talking about the new role, Sarkar added: “When Malvika told me of the vision that she had for Dentsu India, I was hooked immediately. We are entering an era that requires a whole new level of creative thinking, with brands old and new constantly looking for innovative and inspiring ways to reach out and engage with people. Dentsu India is doing just that and I’m excited to be a part of it. There are some amazing people here doing amazing stuff and I cannot wait to create more magic with them.”
Dentsu India has appointed Krishna Mani as Executive Creative Director- South. He will be based out of the agency’s Bengaluru office and will report to Malvika Mehra, Chief Creative Officer, Dentsu India.
Previously, Mani worked with Ogilvy Delhi as Group Creative Director, where he handled some of the biggest brands in the country including Sprite, KFC, Voltas, Honda, Philips, Pizza Hut and Dabur.
Talking about the appointment, Mehra said: “Good work is mostly the outcome of happy accidents – good clients colliding with good talent. Add a new location to the mix and one usually lands a winning combo. I’m glad to have managed to lure Krishna from saddi Dilli to namma Bengaluru. Krishna has done some amazing work in the past and with the exciting roster of clients in our offices across South – Bangalore, Chennai and Cochin, I am really looking forward to us creating some magical, new-age work together. With my time divided between the Mumbai and South offices, I can see many delightful evenings spent on the lawns of the Bangalore Club with our teams, cracking ideas that make our clients and Dentsu India famous.”
Malvika Mehra
Commenting on his joining, Mani added: “When you have been in one place for 16 odd years, it’s not easy to leave. A nudge just doesn’t do, you need something way more exciting, more magnetic. That was what Malvika’s call for Dentsu India was for me. When she said there was a great opportunity to create something new, build something special, I was tempted. When she said it’s about leading the agency in the south markets, I was very interested. (Especially now when regional insights are becoming more and more important). When she said the clients are a mix of strong brands and bubbling start-ups, I was finally hooked. Add to this the support of the huge Dentsu Aegis Network; and yes, the weather of Bangalore. I was totally onboard. I have always had a vision of creating media agnostic communication, and today there’s no better place to begin doing that than Dentsu India Bangalore.”
Dentsu India, the brand solutions agency from the Dentsu Aegis Network (DAN), has roped in Malvika Mehra, erstwhile Founder and Creative Director of Tomorrow Creative Lab, as Chief Creative Officer. As part of the mandate, Mehra will now be responsible for the agency’s creative duties across all offices. Dentsu India will also launch Dentsu India Tomorrow Lab – the new Design and Innovation unit, under her creative leadership. Meanwhile, it is learnt that Rahul Sengupta, who was Chief Creative Officer, has moved on.
With over two decades of building brands across Ogilvy and Grey, and her own independent venture, Tomorrow, Mehra is a two-time Cannes Gold Lion and D&AD pencil winner, and served on the jury at international advertising and design festivals like Cannes, Clio and Spikes Asia.
Speaking on the new appointment, Simi Sabhaney, CEO, Dentsu India said: “I am delighted to welcome Malvika to the Dentsu family. I have worked with her in the past, and I must say it was a rather fruitful experience. I respect Malvika for her fine design thinking ability, entrepreneurial spirit and her hunger to create great work that works.”
Added Mehra said, “Change is the only constant. Anyone worth his or her salt interested in creating game changing brands of the future, needs to be agile and learn to adapt, quickly. Joining Dentsu India as CCO, has been the most interesting pivot in my entrepreneurial journey. With the backing of the robust, truly collaborative DAN network and teams and a solid, go-getter business partner in Simi, I get to play that fancy word, intrapreneur for real. And continue to place the brand, at the golden intersection of ideas (of course), but also design and technology, for all our amazing clients.
The juice category is dominated by two key players – Real and Tropicana; with both being positioned on health, a rather sanitized take on health that is all about meal replacement or about sacrificing good food/taste.
Which is why when ITC wanted to enter this category with B Natural, for Grey, the starting point was very clear – we will never ask our consumers to compromise on taste to achieve health.
The consumer insight was that we as a nation have never precluded taste or enjoyment from our pursuit of good health. Our meals are multi-sensory; rich in taste, texture, colours and aromas. It was decided that this code of taste that is so crucial to the Indian consumer, will form the foundation of the messaging. The teams at ITC came up with a product that was so superior in taste, it trumped its competition in every research conducted.
The amalgamation of this insight and product gave birth to the idea of B Natural – a celebration of taste. The enjoyment of great taste is such an innocent and spontaneous joy that no matter how hard you try to hide it, it is bound to show.
Malvika Mehra
Malvika Mehra, Executive Vice President and National Creative Director, GREY group India said, “Anything coming out from the ITC Foods stable is usually the undisputed leader in taste in its category. That’s the great heritage of this brand. So when it came to  launching their juice brand ‘B Natural’ it was almost instinctive for us to do an out an out taste story. And in keeping with our Indian ethos of ‘jashn’ we decided to make a celebration of it.â€
The TVC titled “Sangram Singh†introduces the character of palace guard Sangram Singh – a man trained and conditioned over generations to have an impasse face with no expressions. One can see him staying completely stoic no matter what the situation or news, till he takes the B Natural taste challenge. And when he does take a sip of B Natural, even he finds it impossible from letting the great taste show on his face along with a spontaneous burr of energy in his personality overall.
Ram Jayaraman, Associate Vice President & Creative Head, Grey Bangalore, said: “”To launch a range of fruit juices/beverages in a cluttered market, we needed something different. We found that in something very simple. Taste. Taste at its very core, is instinct. If you have something delicious, the reaction will play out on your face. We fleshed out many ‘blank expression’ archetypes on the premise of ‘Can’t hide the Taste’, and Sangram Singh is the one who made it to the shoot. And lived and smiled to drink B Natural.”
GREY group India has appointed Pranav Harihar Sharma as the new Executive Creative Director who will lead the creative team in Delhi. Pranav joins GREY with over one and half decades of advertising experience. His last stint was with Linen Lintas as Group Creative Director where he was responsible for working on brands such as Dabur, Cardekho.com Tupperware, Oppo Mobiles, DLF, Panasonic India, Volvo cars, Yebhi.com etc.
“We are delighted to have Pranav on board. The momentum that we have achieved in last one year, will only get accelerated with his sharp creative approach. He is going to lead and mentor a talented creative team and contribute immensely to Grey creating Famous and Effective work for our clientsâ€, said Samir Datar, VP and Branch Head, GREY group Delhi.
Malvika Mehra
Malvika Mehra, National Creative Director and EVP said, “I already have a very talented bunch of creatives in Delhi; what was missing was a leadership…the most precious piece of the jigsaw. With Pranav coming on board, I think the final picture is indeed looking good. And I have no doubt that he and the teams at Grey Gurgaon will totally rock it.â€
Pranav Harihar Sharma started his career with a small advertising agency in Indore as a summer trainee in his final year of a management degree. After exploring nearly six years of advertising experience in Indore, he moved to Mumbai to be an independent film-maker. After having written and directed few television commercials, he started working with Rediffusion Y&R in Mumbai. After that, he worked with agencies such as DDB Mudra, JWT and Linen Lintas, having handled brands like Godrej, Future Group(BigBazaar,Fashion@Bazaar),Emami, Femina, LIC, Star News at DDB Mudra ; Nokia, Pizza Hut, Wal-Mart, Hero, Sony, Timex at JWT; Tata Motors, Bank of Maharashtra, Taj Group, MTS, Amway at Rediffusion Y & R.
GREY group India has rolled out a new film for the Swachch Bharat Mission. The 60 second film is launched for the Ministry of Information & Broadcasting that is leaving no stone unturned to support Prime Minister Narendra Modi’s dream of a litter and garbage-free India.
Although the idea of keeping surroundings clean has always been alive, there is a need to evoke the feeling of accountability within every citizen to bring the thought of cleanliness into action. Hence, it is required to fight this battle for cleanliness on many fronts. While the first TV spot, also conceptualized by GREY group India, used the idea of ‘slow clapping’ to shame the offenders for not keeping their areas clean, the central idea of the latest film is to get people take ‘ownership’ of public places.
Malvika Mehra
GREY group’s National Creative Director and EVP, Malvika Mehra said, “If each of us take the responsibility of keeping even just ‘our area’ or ‘apna ilaka’ clean, the dream of a Swachh Bharat can come true, sooner than we imagine. Through this film we have tried to inculcate a ‘pride of ownership’ amongst the citizens of India, so famous landmarks like ‘Chandni Chowk’ automatically become ‘Chandni KA Chowk’, ‘Azad KA Maidan’, ‘Marina KA beach’ and so on and so forth. With the message and hope that ‘if you own it, you will look after it.â€
The landmarks shown in the film are from the four cities in India –Mumbai, Delhi, Kolkata and Chennai.
GREY group India has rolled out a new film for the Swachh Bharat Mission. The 60 second film is launched for the Ministry of Information & Broadcasting who are leaving no stone unturned to support Prime Minister Narendra Modi’s dream of a litter and garbage-free India.
Although the idea of keeping surroundings clean has always been alive, there is a need to evoke the feeling of accountability within every citizen to bring the thought of cleanliness into action. Hence, it is required to fight this battle for cleanliness on many fronts. While the first TV spot, also conceptualized by GREY group India, used the idea of ‘slow clapping’ to shame the offenders for not keeping their areas clean, the central idea of the latest film is to get people take ‘ownership’ of public places.
There are number of places in our country named after famous people, and the film plays on this observation. Throughout the reel we have namesakes of these famous people claiming a stake on their surroundings, as they pledge to keep it clean.
Malvika Mehra
GREY group’s National Creative Director and EVP, Malvika Mehra said, “If each of us take the responsibility of keeping even just ‘our area’ or ‘apna ilaka’ clean, the dream of a Swachh Bharat can come true, sooner than we imagine. Through this film we have tried to inculcate a ‘pride of ownership’ amongst the citizens of India, so famous landmarks like ‘Chandni Chowk’ automatically become ‘Chandni KA Chowk’, ‘Azad KA Maidan’, ‘Marina KA beach’ and so on and so forth. With the message and hope that ‘if you own it, you will look after it.â€
The landmarks shown in the film are from the four cities in India –Mumbai, Delhi, Kolkata and Chennai.
With the Cricket World Cup underway, and as a tribute to the Indian cricket fans, GREY group India has launched a special video that salutes all cricket lovers who showcase their incredible passion and relentless support towards Indian cricket and cricketers.
The Indian fans’ sentiments and passion flows into the performance of the players thereby reinstituting their joy and this video is Gillette’s ode to the Indian cricket fans. Rajeev Sathyesh, Country Marketing Manager, Gillette India said, “Gillette, globally has been associated with sports for many years now. As part of Gillette’s endeavor to salute the spirit of all Indian cricket fans, we have launched Special Edition India razors. The new razors have the word India engraved on the handle and proudly displays the country’s name and colours.â€
Gillette’s recently launched special edition razors that have the word India engraved on the handle and displays the country’s name and colours, to encourage cricket fans to continue extending their relentless support to the team.
Malvika Mehra
Malvika Mehra, National Creative Director and Executive Vice President, Grey Group India, said, “They say fans make the game. No fans, no game. This short film is Gillette’s salute to the passion of every cricket loving Indian fan. Told through a story of a blind fan whose spirit and love of the game clearly overtakes his disability. In today’s overly crowded (and yet ironically isolated) social ecosystem, any sensible brand needs to have larger conversations with its consumers, they need to evoke ‘real feelings’. The age of mere transactional communication is over. We are lucky to have a client like Gillette, who sees that. With this film we hope to touch a much richer space of a ‘real connection’ with the consumer. Leading to a far more satisfying pay off for a brand in the long run.â€
Yashaswini Samat, Executive Vice President, P&G, Grey Group APAC said, “Gillette has historically leveraged sports and sports celebrities, globally. The focus here has been on the common man, the fans and their unequivocal passion for the sport.â€
GREY group India has unveiled the ‘Beti Bachao’ campaign. This is a Government of India initiative undertaken by the Ministry of Women & Child Development that aims to address the dipping female sex ratio and empower the birth of girl child in the country.
Discrimination against the Girl child is a very serious social problem prevailing in India. In order to stop this heinous behavior of aborting a girl child and to punish the culprit, GREY group India uses simple yet powerful idea of ‘Crime’ into a series of three television commercials. All three commercials make a hard-hitting statement that even the thought of feticide is equivalent to murder, thus creating a barrier at the root of the crime itself.
Malvika Mehra, Executive Vice President and National Creative Director, GREY group India said, “The inhuman practice of female foeticide is rampant in our country, in even so called ‘urban homes’. It is shockingly par for the course that if there is even an ‘inkling’ of the unborn child being a girl, abortion seems the only ‘normal’ way out. In these three films (cutting across different strata in society), we have tried to ‘arrest this heinous thinking’ to begin with, where the very ‘matter of fact’ approach to killing an unborn girl child is threatened by the fear of strong judicial action. Portrayed via handcuffs in the films. Sometimes nothing works better than a threat.â€
Malvika Mehra
The commercials depicts three real-life situations of a rural household, a town sonography clinic and an urban dining room, where the idea of foeticide is shown in a very obvious, expected sort-of-way as if nothing is wrong and that conversations of foeticide is very normal and accepted in social practice.
The first commercial of a rural household is set in an average rural backdrop and starts with a bunch of men enjoying their cup of winter morning tea. A phone call breaks the silence and from the conversation it’s understood that after an illegal sex-determination test, the news of a girl child is final. Friends and relatives of the to-be-father in a very matter-of-fact way convince him to take his wife to the clinic, suggesting an abortion. It goes on to portray helplessness of the female character in the film. After which it is shown that the person who suggest the idea of foeticide is a criminal as the thought of female foeticide is equivalent to murder. And guilty will be severely punished. The film is powerfully supported with Prime Minister Modi’s speech and a positive fact about the achievements of women in India. ‘Girls won 27 medals in the 2014, Commonwealth Games for India’.
The second commercial of a sonography clinic shows where a mother-in-law is trying to coerce the doctor into revealing the gender of her pregnant daughter-in-law’s foetus. Like the first film she is willing to take steps to do away with the child by any means if it’s not little “Krishna jee†(Lord Krishna), i.e. a boy.
The third film is the story of an urban couple expecting a baby, having a conversation on the dinner table. Through the conversation we understand how the to-be father is not even willing to think names for a girl child when the wife questions him. He is adamant and forthright, that all he wants and expects is a “Raja betaâ€. For him, the honour and pride of his family name and his own social respect is derived naturally, only from a son.
All three films are treated in cold color tones to bring out the dark subject with the subtle colloquial narrative, a hard-hitting end and a popular Prime Minister’s call for action speech. Hopefully, making a big difference to an even bigger problem
GREY group India has unveiled the ‘Beti Bachao’ campaign. This is a Government of India initiative undertaken by the Ministry of Women & Child Development that aims to address the dipping female sex ratio and empower the birth of girl child in the country.