MxMIndia

Tag: PG Aditiya

  • She has remarkable drive to make everyone at Talented succeed, say co-founders Gautam Reghunath and PG Aditiya

    Binaifer Dulani is now founding partner at Talented

    Binaifer Dulani
    Binaifer Dulani

    Talented creative agency gets a new founding partner Binaifer Dulani.

    Co-founders Gautam Reghunath and PG Aditiya of the agency add to their leadership team Independent agency Talented has promoted Binaifer Dulani to the role of Founding Partner.

    Said Reghunath ad Aditiya: “Binaifer’s promotion reflects what the founders note as her “remarkable drive to make everyone at Talented succeed”. “It really makes us happy when amazing things happen to amazing people. Binny is a champion creative but more importantly she’s a champion ally for everyone here, obsessed with bringing the best out of those around her. While we’ve always relied on her for counsel and advice as part of our leadership team, with this, she now becomes the third person and our first creative colleague to officially join Talented’s partner track. This is us merely providing her more of the stage she deserves to be able to continue having the incredible impact she’s already had on our company, colleagues and clients.”

  • A new specialised social & culture marketing agency

    Talented Agency launches The New Thing

    By Our Staff

     

    Gautam Reghunath & PG Aditiya’s indie agency, Talented, have launched of a new specialised social & culture marketing agency, ‘The New Thing’. Viren Noronha who previously led the social charter at Swiggy & Tinder joins as co-founder of the new entrepreneur-operated creative shop. Staffed entirely by creators, The New Thing’s primary focus for their brands will be to help them create cultural conversations and moments on social – something they believe very few brands are getting right. And true to their name, the agency does not want to shy away from keeping up with the ever changing landscape of the internet.

     

    On the launch of the new venture, co-founder, Viren Noronha said: “Getting social right is hard. And, the way agencies and brands look at it needs a desperate refresh. My experience at Swiggy & Tinder showed me evidence of a crucial shift – it’s not about what your brand is saying, it’s about what people are saying about your brand. To keep yourself relevant you need to lean into those conversations. You need to contribute to internet culture with your content. And, you need creators who do that for themselves every day, as part of your team. Look at some of India’s most popular campaigns over the last few years – It’s not that people hate advertising, they just hate boring ads. Great advertising or social doesn’t force your audience to talk about you, it invites them to. And it certainly doesn’t need ‘30 posts a month’ to do that. The New Thing wants to help brands be in charge of those conversations, whether it’s ‘daily social’ or ‘spike campaigns’. We want to make brands work for the internet, not the other way around. I’m now excited to begin with colleagues and partners who, like me, believe that social done right is a growth function, not a cost centre.”

     

    Talented’s founders, Gautam Reghunath & PG Aditiya added: “Viren has executed some of the most talked about social-first campaigns in India but we think he’s been masquerading as a brand-side marketer & an agency-side creative these last few years. Now in his avatar as a creative entrepreneur, we simply want to liberate him and his founding team and help them launch the social and culture agency of their dreams. There’s a clear reason why we’re launching this as a separate agency. Right from the kind of talent needed to workflow and processes, it’s become evidently clear that specialised social-first creative mandates for brands have to be run very differently from wider creative mandates. It’s equally exciting to see what an agency staffed & run entirely by creators looks like. It gives our clients a direct line to people who are shaping internet culture. All of this means we now believe we have a disruptive take on the business behind social-first creativity.”

     

  • Gautam Reghunath & PG Aditiya to launch their own venture next year

    Sidharth Rao takes direct charge of Dentsu Webchutney

    By Our Staff

     

    Dentsu Webchutney has announced that Gautam Reghunath, CEO and PG Aditiya, CCO will be leaving their positions early next year to set up their own venture.

     

    With this change, the agency will now be back under the direct charge of Sidharth Rao, CEO, DentsuMB Group. Rao, founder of Dentsu Webchutney, will front the agency’s leadership team. Reghunath and Aditya will continue to work with Rao through this period to ensure a smooth transition for a team that has broken all records nationally and internationally as India’s most successful creative agency over the last few years.

     

    Commenting on the news, Rao said: “Gautam and PG have been the two most defining hires in our history. As a founder, you want your people to find their calling at the company you build, and the legacy the two of them leave behind is the best possible example of this. From joining at entry-level positions in 2010 and 2012 respectively, and rising to the very top through hard work, passion and just simply being the best in the business at their jobs. It’s a story that makes me believe that we’ve created an organisation where anyone can shine. And now, they have a chance to do it for themselves as creative entrepreneurs.”

     

    Said Reghunath and Aditya: “There is no other agency or network in the country where we would have had the chance to build our careers like we have at dentsu and at Webchutney. We’ve spent nearly 90% of our careers here, so moving on is not a decision we’re taking lightly. Our personal views of what success, failure, and everything else in between looks like have been shaped at Webchutney and the people that we’ve had the privilege of working with & leading here. We’re so proud and thankful for how it’s all panned out.”

     

     

  • The 2021 edition of Cannes Lions saw India getting three moral metals than 2019

    Dentsu Webchutney & FCB star at Cannes

     

    By Our Staff

     

    In 2019, the Indian marketing services contingent put on a very sorry figure at Cannes Lions, the annual festival of creativity in advertising. Entrants from India brought back 19 metals, just one more than what they earned the previous year. But this year, the number has grown by three, and Indian entrants bagged a total of 22 metals – in various hues – Gold, Silver and Bronze.

     

    Dentsu Webchutney bagged 50 points if one includes shortlists followed by FCB Interace with 48 points. But as a group FCB that includes FCB Ulka and FCB Interface bagged 8 metals including one Gold, three Silver and four Bronze, followed by Digital Agency Dentsu Webchutney with seven metals.

    In 2021, Webchutney beat their previous record with 20 shortlists and 7 Lions.

     

    Said Sidharth Rao, CEO, Dentsumcgarrybowen (dentsuMB) India and founder of Webchutney: “2019 showed us Webchutney was capable of creative excellence at the highest level. 2021 showed it was about doing it consistently – the wins this year have firmly planted the ‘new normal’ of what Webchutney’s north star as an agency is. The agency is home to some incredible talent and is a shining example of what the dentsuMB group of agencies and dentsu India itself wants to stand for.”

     

    Added PG Aditiya, NCD, Dentsu Webchutney added: “This year’s Cannes Lions is probably our most meaningful one yet. A huge round of applause for our teams across the country, both past and present, & gratitude to our clients who’ve shape-shifted the status-quo of Indian creativity at a global level, with us. And congratulations to the teams behind all the winning work from India.”

     

    For FCB, the metals came in for The Punishing Signal for the Mumbai Police and Times Out & Proud for The Times of India.

     

    Speaking on the win, Rohit Ohri, Chairman & CEO, FCB Group India, said: “Our pride of Lions bears testimony our commitment to putting creative excellence at the center of everything we do. Over the last three years we’ve been the best performing Indian agency at Cannes. Like they say… once is a chance, twice is a co-incidence and three times is a habit. I’m really proud of how far we’ve come on our creative transformation journey.”

     

    Added Robby Mathew, Vice Chairman & CCO, FCB Interface: “I am absolutely delighted with our performance at Cannes this year. Looking forward to many more bountiful years for my agency.”

     

    Said Swati Bhattacharya, Vice Chairman & CCO, FCB India: “When I have grandchildren I think I will skip telling them about Cinderella. I will tell them about the FCB Group India story. It’s a fairy tale without evil stepsisters. Just perfect!

     

     

    The following Special Awards were also presented: 

    Holding Company of the Festival 2020/21

    1. WPP

    2. Omnicom

    3. Interpublic Group

     

    Network of the Festival 2020/21

    1. FCB

    2. Ogilvy

    3. BBDO Worldwide

     

    Agency of the Festival 2020/21

    1. AMV BBDO, London, UK

    2. Publicis Italy, Milan, Italy

    3. FCB Chicago, USA

     

    Independent Agency of the Festival 2020/21

    1. Wieden+Kennedy, Portland, USA

    2. The Bloc, New York, USA

    3. Rethink, Toronto, Canada

     

    Palme D’Or 2020/21

    1. Chelsea Pictures, USA

    2. Pulse Films, USA

    3. Division, France

    4. Smuggler, USA

    5. Prettybird, USA

     

    Creative brand of the Festival 2020/21

    1. Burger King

    2. Bodyform/Libresse

    3. Dove

     

    Agency of the Festival by track 2020/21 – Communication

    Publicis Italy, Milan, Italy

     

    Agency of the Festival by track 2020/21 – Craft

    AMV BBDO, London, UK

     

    Agency of the Festival by track 2020/21 – Entertainment

    72andSunny, Los Angeles, USA

     

    Agency of the Festival by track 2020/21 – Experience

    McCANN, New York, USA

     

    Agency of the Festival by track 2020/21 – Good

    VMLY&R Brazil, São Paulo, Brazil

     

    Agency of the Festival by track 2020/21 – Reach

    FCB Chicago, USA

     

    Independent Agency of the Festival by track 2020/21 – Communication

    Wieden+Kennedy, Portland, USA

     

    Independent Agency of the Festival by track 2020/21 – Craft

    Work & Co, New York, USA

     

    Independent Agency of the Festival by track 2020/21 – Entertainment

    =1. Edelman, London, UK

    =1. GUT, São Paulo, Brazil

     

    Independent Agency of the Festival by track 2020/21 – Experience

    Uncommon, London, UK

     

    Independent Agency of the Festival by track 2020/21 – Good

    FARM, Stockholm, Sweden

     

    Independent Agency of the Festival by track 2020/21 – Reach

    GUT, Miami, USA

  • The dating app uses fun Meme Text Videos (MTVs) to call out all the mis-matchmakers who try playing cupid to Indian millennials

    OkCupid’s latest campaign dishes out sweet revenge to the #Mismatchmakers

    By A Correspondent

     

     

    https://www.instagram.com/p/B8ONhEgpSkV/

     

    Dating app OkCupid has launched digital campaign #Mismatchmakers using Meme Text Videos (MTVs) to address the frustrations of single millennials thanks to friends, family, and peers constantly trying to set them up.

     

    Talking about the campaign, Melissa Hobley, CMO at OkCupid, said: “#Mismatchmakers is a fun take on the obvious frustration of your loved ones setting you up on bad dates. We love them, but not their taste in our partner! Every single person wants them to stop and doesn’t know how to tell them – so we did! It’s 2020 after all – this is the year to find love on your terms – not theirs.”

     

    Added PG Aditiya, Executive Creative Director, Dentsu Webchutney: “Sometimes great advertising doesn’t look or feel like an ad, and that’s part of the secret sauce. The team behind Mismatchmakers represent OkCupid’s core target users as well, so the scripts wrote themselves. The entire campaign was also produced and directed by the core team at Webchutney, making it ridiculously enjoyable to create and, hopefully, consume.”

     

     

  • ‘The Ad Fellows’ promises sweeping changes to internships

    Dentsu Webchutney launches ‘The Ad Fellows’

    By A Correspondent

     

    Dentsu Webchutney is accepting submissions for The Ad Fellows, designed for ambitious entrants in the creative business.

     

    Anyone above the age of 18 is open to applying for an exhaustive two-month programme, with a chance to work on live projects at the Bangalore office. Suited for anyone from students to freelancers and current employees, every application needs to be accompanied by a two-minute video about the applicant by September 21 on the site. A rigorous selection procedure will determine the first set of Fellows to be a part of the programme.

     

    Said Gautam Reghunath, EVP & executive sponsor of The Ad Fellows: “The industry is waking up to the economic reality of grooming its best and brightest from multiple dimensions. It’s about learning on the job with copious responsibility that belies your age. With inclination to work in advertising dampening, Dentsu Webchutney’s track record of adapting to change is a distinguishing reason for our success with our people. Creativity and communications over the next decade is not going to be shaped just by those who went to ad school or those strait-jacketed under traditional advertising job descriptions. Our best applicants have little-to-no inclination to advertising, but they love problem solving. That’s who we are excited to welcome.”

     

    PG Aditiya (ECD), Binaifer Dulani (Creative Group Head) and Ishtaarth Dalmia (Associate Director – Strategy) are the Fellowship mentors for the programme.

     

     

  • Digital agency decides to #PauseTheResume

    Dentsu Webchutney discovers novel way to discover resumes

    By A Correspondent

     

    DentsuWebchutney has launched an innovative hiring programme that selects candidates based on their browser history. The agency has launched #PauseTheResume, a website page that lets you upload voluntarily selected links of your browser historyas an official way to kickstart your career with DentsuWebchutney.

     

    “For me, soft skills and overall personality matters more than a formal skillset in a workplace environment- especially for creative-led workplaces such as ours,” said PG Aditiya, Creative Director – Copy, DentsuWebchutney. “More often than not, a resume is a web of glorified statements and words meant to sound right when strung together and that makes for the most boring first impression ever. Even though companies have evolved digitally, this technique has remained the same. Being a digital agency, we wanted to give our applicants a more interesting, internet-friendly way to kick-start the conversation,” he added.

     

    An interested applicant has to log on to the agency’s website and upload up to one month of their browser history which contain the links to the websites visited by the applicants and other basic details. Applicants are free to edit their browser history and remove links that they do not want to upload. Basis their submissions, they may be called in for a formal interview.

     

    “It is a little cheeky, we get that. But the truth is, we are what we internet. We’ve got over 300 entries already and there are candidates who have found fun ways to game the system. Those are exactly the kind of responses we were hoping for. Interview calls are going out as we speak. Pause the resume is just the start of how we’re hoping to disrupt the entire process of finding the right creative talent,” said Gautam Reghunath, Senior Vice President, DentsuWebchutney.

  • The 'made-for-360 experiences' highlights the key offers of Flipkart's annual flagship sale tittled The Big Billion Days

    DentsuWebchutney’s 360 digital campaign for Flipkart sale

    By A Correspondent

     

    Flipkart and its digital partner DentsuWebchutney have come together to create a ‘made-for-360 experiences’ to highlight the key offers of Flipkart’s annual flagship sale tittled The Big Billion Days.
    As the lead character in the film says, it’s a “game disguised as a 360 video”.

     

    Taking from the campaign theme, ‘Ab ITNE mein ITNAAAA milega’ (cueing in value maximisation, courtesy the sale’s offers) – the activity maximised the experience of the user by packing in a treasure hunt within the 360 video. Said Shoumyan Biswas, Vice President – Marketing Flipkart: “For us engaging with our users with a compelling story is as important as sales. We constantly like to push the frontiers – be it with our service, technology or consumer engagements”.

     

    Said PG Aditiya, Creative Director, DentsuWebchutney says, “360 as a technology hasn’t progressed too far yet, and we were experimenting with form which had little precedence- gamification within storytelling using 360. There were tons of roadblocks- but as it’s always the case, the output was worth it. For Indian digital creatives, it’s a pretty big step in the right direction- with the potential of interactive video using tech that social gives you.”