MxMIndia

Tag: Pallavi Chakravarti

  • The commercial has been shot through four cities, Jharkhand, Uttar Pradesh, Delhi, and Noida while adhering to the norms and guidelines of the lockdown

    Equinox Films creates Airtel’s commercial while adhering to lockdown norms

    By A Correspondent

     

    Equinox films, a company owned by Ram Madhvani, has directed and produced the new commercial “Recharge Revolution” scripted by Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, for Airtel.

     

    The commercial has been shot through four cities, Jharkhand, Uttar Pradesh, Delhi, and Noida while adhering to the norms and guidelines of the lockdown. The actors and team headed by Annum Waris, Producer, Equinox Films took the right precautions against Covid-19 during the shoot.

     

    Talking about the same, Nitin Parmar, Director, Equinox Films said: “These are tough times for filmmakers but as the famous saying goes, the show must go on. You have to keep challenging yourself and look for new ways to stay relevant. If you’re in the business of filmmaking, you have to embrace technology and make the most out of it. The Airtel commercial brought an opportunity for us to experiment and reinvent as ad filmmakers. We are extremely thankful to the actors, their families, and home support for their cooperation in filming this commercial amidst the lockdown.”

     

     

  • It also allows users to encourage one another’s singing and musical prowess

    Taproot Dentsu launches new campaign for StarMaker

    By A Correspondent

     

    Taproot Dentsu has launched a new campaign for the music networking app, StarMaker.

     

    Speaking about the campaign, Aviva Walsh, Marketing Vice President, StarMaker Interactive said: “StarMaker has managed to reach millions of young hearts in India who love to sing. Yet, there were certain local inhibitions that did not allow everyone to sing out loud…just yet. Taproot Dentsu conjured up this great idea urging the commoners to break all barriers and just sing for the love of it. The Karaoke culture is set to boom in India and we thank Taproot Dentsu to stand true to our expectations in making this happen.”

     

    Added Pallavi Chakravarti, ECD, Taproot Dentsu: “Singing is in every Indian’s DNA, but for a large part of the population so is stage fright. Bathroom singing is all well and good. However, when it comes to public performance, people back off. StarMaker is here to turn things around and make sure that everyone has the confidence to sing out loud and more importantly, sing to the best of their potential.”

     

  • Brand Ambassador Sara Ali Khan communicates the mood fragrances mapped handwashes in an ad campaign promoting the launch

    ITC launches hand-washes with mood fragrance technology

    By A Correspondent

     

    Fragrance can affect and change one’s mood. This has been at the core of design and technology for Fiama’s portfolio of personal hand washes. The fragrances have been developed through extensive research and mood mapping consumer studies. This includes indirect and direct mood scaling techniques and mapping of brain wave patterns through electroencephalogram.

     

    ITC’s Fiama Brand Ambassador Sara Ali Khan communicates the mood fragrances mapped handwashes in a new ad campaign promoting the launch.

     

    Said Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited: “Innovation is an essential aspect of progress and Fiama is one such personal care brand that has taken the lead in innovative thinking, research and development since its inception. The mood fragrance technology enabled Fiama Hand washes not only makes hands softer but also propels the category to a new experiential zone beyond the basics of germ kill.”

     

    Added Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, India: “It’s fresh, it’s fragrant, it’s fun, it’s the new range of hand washes from Fiama. As this is the brand’s maiden foray into the hand wash category, we wanted the communication to cleanly [no pun intended] capture the feeling that using these products will leave people with. So we’ve kept it graphic and simple – and we hope watching it will make people as happy as using Fiama Hand Wash will make their hands.”

     

     

  • Discovery Communications India (DCIN) is offering their bouquet of nine channels at only Rs. 8

    Taproot Dentsu promotes Discovery’s new offering in latest ad film

    By A Correspondent

     

    Discovery Communications India commissioned Taproot Dentsu to promote its bouquet of nine channels being available at Rs 8 per month.

     

    Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said: “Our challenge lay in landing a tactical, price-point related message without losing the brand essence of exploration that Discovery epitomises. Using the visual device of binoculars flipping to the number 8 was, to our minds, a simple, engaging way to drive home the point effortlessly. Hopefully people will find something new about the ad every time they see it, just like they will learn something new every time they will watch a channel from the Discovery Pack.”

     

    Speaking about the campaign, Vednarayan Sirdeshpande, Director Original Content & Marketing, Discovery Communications India added: “Discovery endeavours to tell stories that makes you learn more about your world and open new worlds. It becomes the road that bridges audience curiosity around topics, passion points, people and places. The communication aims to establish the brand as the catalyst in giving audiences the ‘window to the world @Rs. 8 with an interesting visual device that is memorable. It also emphasizes on our network brand offering, a plethora of content choices at the most appropriate price.”

     

     

  • Over the decades, Parle-G has remained the largest selling biscuit brand across the world

    Parle-G reminisces old memories through latest campaign

    By A Correspondent

     

    Parle Products has partnered with Taproot Dentsu to launch a series of five films for its flagship brand, Parle-G. Taproot’s task was to move Parle-G right up in the emotional consideration set of consumers, thereby reminding them of what Parle-G really is – the unsung hero of biscuits.

     

    Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu Mumbai: “Parle-G is a staple. Quite like our rice and pulses. It is like that one person everyone has in their life who has always been there, albeit on the side-lines. This campaign is a celebration of relationships that we seldom acknowledge but without which life isn’t quite the same. It’s a message that only a brand as iconic as Parle-G can give. Because come to think of it, everyone has eaten one and everyone has a human equivalent, if they just take the time out to think of it.”

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said: ‘’Over the years, Parle-G was strongly positioned as a staple given that it is associated with health and nutrition. However, a consumer research that we conducted recently revealed that Parle-G has moved beyond being a staple and is now an emotion. Through this campaign, we want to celebrate that emotion and the bond a consumer has with Parle-G by showcasing how there are relations in our life which are never acknowledged but have played a significant role in making us who we are.”

     

     

  • The campaign is launched through a TVC with Set Wet’s brand ambassador Ranveer Singh

    Set Wet urges consumers to move away from traditional styling techniques

    By A Correspondent

     

    Marico’s male grooming brand, Set Wet Gels, has launched a new campaign ‘Sirf Bal Banao mat, Bal style karo’ for its consumers, urging them to embrace hair gels for styling their hair and move away from the regular and dated hair grooming techniques.

     

    Speaking about the launch of the campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “Young men in India are becoming increasingly fashion forward and looking at ways to transform their looks, so as to stand out. Set wet wants to help these men make an impression. The new campaign establishes the inadequacy of regular styling techniques and encourages consumers to transform their look with Set Wet hair gels.”

     

    Added Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: “A significant part of our TG believes that running a comb through hair or patting hair down with water is sufficient to make an impression. Our idea was to underline the difference between “baal banaana” and “baal style karna”, thereby making a strong case for gel. And of course, most importantly, to do this in the most un-boring way possible, keeping the Sada Sexy Raho tone of voice going.”

  • The pan India campaign will run extensively during the Indian Premier League (IPL) 2017 season, of which Parle Products is also an associate sponsor

    Taproot Dentsu asserts popularity of brand Parle in latest campaign

    By A Correspondent

     

    Parle Products has launched an integrated brand campaign which showcases its portfolio of brands and a message that strongly links each of these brands back to the mother brand, Parle. Through the campaign, Parle wants the consumer to know how far and wide its range of product offerings go and how firmly entrenched they are in the daily lives of the consumer.

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said, “Parle Products has always offered its consumers something memorable for every occasion. Various brands from Parle form a part of almost every Indian household. Through this campaign, we aim to focus on these brands and connect it to the mother brand, Parle. The unique ad campaign showcases situations where people are oblivious to certain things in life, just like they are not aware of the multiple brands from the house of Parle. The treatment of the TVC is refreshing with a hint of quick wit and humour”

     

    Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: “We’ve all enjoyed Parle products for as long as we can remember. The aim of the campaign was to make their brand name synonymous with the huge range of goodies that we consume almost every day. With ‘NaamTohSuna Hi Hoga’, we’ve found a light and hopefully memorable way of driving the brand name and equity home. If their products have always brought a smile to our faces, why shouldn’t their ads?”

     

  • India's next-gen eyewear innovator is poised to make wearing eyeglasses sexy

    Lenskart.com launches new ad campaign – ‘Specsy is the new Sexy’

    By A Correspondent

     

    Lenskart.com has launched its brand new advertising campaign, ‘Specsy is the new Sexy’, that aims to make eyeglasses a must have accessory for the upwardly mobile Indian.

     

    In the new ad campaign conceptualized by Taproot Denstu, Lenskart.com builds on the positives of wearing eyeglasses,positioning them as a cool accessory that helps wearers make the right impression no matter what the situation and demonstrates just how easy it is to buy a pair on Lenskart.com

     

    Speaking on the idea behind the campaign, Peyush Bansal, CEO, Lenskart, commented, “We wanted to expand the reach and appeal of our products to a larger audience. Gone are the days when spectacles were seen as an unwanted style killer. Today they have emerged as a cool fashion accessory, lending an edge and a signature style to wearers. We wanted to broadcast this idea to the whole world. We at Lenskart, love spectacles and do everything we can to make consumers, who need them, love wearing and buying them. We hope people who need spectacles will no longer feel shy of wearing them.Our brand essence is addictive playfulness and we wanted to bring it alive for our consumers”.

     

    Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: :Traditionally, wearing specs has been a bit of a handicap. Chashmish, 4-Eyes, Double Battery and other such nicknames have been given to people with specs and clearly not to flatter them. Today, the tables have turned and as India’s best-known eyewear e-tailer, Lenskart’s new campaign demonstrates why being specsy is actually an advantage, in the brand’s trademark tongue-in-cheek style.”

     

     

  • Campaign highlights Myntra’sextensive range of sportswear

    Myntra launches new campaign advocating Sports

    By A Correspondent

     

    Myntra has kicked off a category focused campaign showcasing its depth and range of sports apparel and footwear. The fashion major has created a one stop destination for sports attire – a curatedselection of apparel, footwear and accessories for sports enthusiasts.

     

    The campaign also seeks to leverage and showcase the platform’s expansive sports brand portfolio to reach out to one of the fastest growing fashion segments in India. With over 100 sports brands including some of the iconic names in the category, Myntra offers an unparalleled range of sportswear for people looking to engage in a wide variety of sporting activities.

     

    The TVC features a newbie sports enthusiast trying his hand at different sports to see which suits him best, while Myntra provides him with one stop access to all the sportswear he needs for each sport. Narrated in a humorous and engaging tone the TVC, with 30 and 60 second edits, establishes Myntra as the de facto destination for sportswear.Inan era were fitness and health are starting to gain prominence, the Myntra Sport campaign encourages customers to get on their feet and pick a sport of their choice.

     

    Commenting on the campaign, Gunjan Soni, CMO & Head – International Brands Business, Myntra said, “Sportswear has been growing at 45% YoY and is one of the largest categories on Myntra. The Sports Campaign aims to unequivocally establish Myntra as the foremost destination for all your sportswear needs. A unique attribute for this category is need for advice and keeping this in mind we have added some features to assist customers while shopping. We have also created a specialized sports store on the Myntra app to cater to the unique needs of customers and we are seeking to drive awareness for these offerings through this campaign. “

     

    Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said “We live in a world where more and more people are exploring and enjoying sports and fitness-related activities. Our campaign has a simple message, delivered in a light-hearted way, to encourage this growing trend. You needn’t be a pro to be into sports, you just need a nudge to set the ball rolling. And Myntra Sport has everything anyone needs to keep going, once they decide to get going.”

     

  • Introduces Active Account mobile app to help Indians earn from surplus savings

    Birla Sun Life Mutual Fund urges Indians to activate idle savings with ‘Active Account’

    By A Correspondent

     

    Birla Sun Life Asset Management Company Limited has launched its latest TV commercial, Active Account across national television. BSLMF Active Account is a Liquid Fund-based mobile application which could help investors earn from their surplus savings. Directed by Shimit Amin, the TVC is created by Taproot Dentsu.

     

    “Historically Indians have the mindset of keeping majority of their hard-earned money in low-yielding vehicles. Seldom do they realize that with taxes and inflation, their idle savings remain in a state of erosion. Our attempt is to awaken Indians to this realization, and provoke them to make the right saving choices. With Active Account, consumers can now use the power of technology to activate money with a single swipe,” said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group.

     

    A. Balasubramanian, CEO, Birla Sun Life Asset Management Company Limited said, “BSLMF Active Account has been developed using customer-first design thinking. Conveniences such as ease of use, ease of login, ease of transaction, ease of access are structurally embedded into its architecture. This new offering from us is poised to change the way India saves, and I am confident that it will add immense value to savers and investors across the Indian diaspora.”

     

    Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “The bank account is India’s default parking lot, when it comes to money. But is this traditional saving habit optimal? While attempts have been made in the past to urge people to “make their money work harder”, the launch of the Active Account App is a game-changer. In this commercial, we’ve used India’s other favorite activity – protesting – in an interesting way, to drive home the message that the days of “lazy money” are numbered. Because the Active Account is not yet another app, it’s a revolutionary tool.”

     

    Directed by Shimit Amin, the Active Account campaign is created by Team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Neeraj Kanitkar. Red Ice Films is the Production House, and Lisa D’Costa, Executive Producer. The digital elements are managed by Foxy Moron, Mumbai.

  • The Aditya Brila Financial Services Group company urges investors to consider Systematic Investment Plan (SIP) as 'must-have' for every financial goal

    Birla Sun Life MF unveils ‘Jitne Sapne Utne SIP’ campaign

    By A Correspondent

     

    Jaanoge Tabhi Toh Maanoge (JTTM) the investor education initiative from Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services Group (ABFS), and investment manager for Birla Sun Life Mutual Fund (BSLMF), launched its latest TV commercial, ‘Jitne Sapne Utne SIP’ on national television on Tuesday. Directed by Shaaze Merchant, the TVC is created by Taproot Dentsu.

     

    “It has been most heartening to see the recognition and recall Jaanoge Tabhi Toh Maanoge has earned over its journey to bring mutual funds into mass India’s consideration set. ‘Jitne Sapne Utne SIP’ is yet another extension of our commitment at ABFS to drive self-realisation among mass India about the merits of making money work for them,” said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group.

     

    Added A Balasubramanian, Chief Executive Officer, Birla Sun Life Asset Management Company Limited: “SIP is a great entry point for retail consumers to experience mutual fund investments. ‘Jitne Sapne Utne SIP’ encourages investors to look at SIP differently – not as good ‘one-off’ plans but as ‘must-have’ plans for every financial goal. In doing so, it touches upon the invaluable role SIP can play in making their many dreams come true.”

     

    Speaking about the campaign Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “Birla Sun Life Mutual Fund’s investor education initiative has always borrowed from real life to provide simple, useful information about mutual funds. This year, we’ve used a fact of life, to draw a parallel with SIPs: one size can’t possibly fit all. Why then do we expect that one SIP will cover all our needs? It’s a big learning, dished out in a light-hearted, relatable way.”

     

    Directed by Shaaze Merchant, ‘Jitne Sapne Utne SIP’ is created by Team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Gauri Burma. Soda Films is the Production House, and Ameya Dahibavkar, Executive Producer.

     

  • Fiama brings to life the importance of looking at the bright side

    Fiama celebrates positivity with its “Dil ko de Lift” campaign

    By A Correspondent

     

    ITC Ltd’s Fiama has unveiled its new campaign that introduces its philosophy of celebrating life with positivity.

     

    Talking about the new proposition of Fiama, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “Fiama with its new communication ‘Dil Ko De Lift’ encourages everyone to look at the brighter side of life. The campaign distinctly positions Fiama as a brand that celebrates positivity and is scientifically designed to not just uplift the mood but also give gentle and effective skin care with the innovative skin conditioning gel.”

     

    He added, “The shower gels and gel bars are designed at the Laboratoire Naturel, a pioneering creation that houses state-of-the-art consumer and sensory measurement facilities to understand the Indian skin better.”

     

    The campaign has been conceptualised and realised by Taproot Dentsu. Speaking on the focus of Fiama’s new TVC, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “Our daily routines are full of cribs and peeves. But no one can deny that the few minutes we spend in the shower serve as that much-needed oasis in the midst of life’s woes. In those minutes we feel good about ourselves, we revel in the moment, and we believe that everything’s going to be fine after all. It’s also when we’re at our uninhibited best, doing and saying things that we’d never do in public. The new campaign couples this feeling of optimism and upliftment that is integral to bath-time with the sensorial joy of showering with Fiama – the fragrance and the lather.”