MxMIndia

Tag: PG Aditya

  • This campaign is conceptualised and executed by Dentsu Webchutney

    Flipkart presents its views on elections in latest ad film

    By A Correspondent

     

    Flipkart has launched its ‘Equals’ Day’ campaign, aiming to change the way we look at elections. This campaign is conceptualised and executed by Dentsu Webchutney.

     

    Said Apuarv Sethi, Director- Brand Marketing, Flipkart: “Flipkart has always championed the charter of ‘Naye India ke saath’ by upholding progressive values, and we believe Equals’ Day truly brings India together to ink a symbol in the quest for equality. This is a truly secular narrative that we are proud to weave in the fabric of the country. Through the course of the elections, we will see Flipkart bring this festival alive in different ways.”

     

    Added PG Aditya, Executive Creative Director, Dentsu Webchutney: “Flipkart is a brand that is built and powered by India, and it’s truly heart-warming to see this new festival being embraced by the country. From India’s very first election, back in 1950, the right to vote was given to every adult, regardless of caste, colour, religion or gender – known as the Universal Adult Franchise (UAF). When we remember the vote counts because it counts all of us as one.. we realise it’s not just the means to an end… but an end in itself. A day where we’re all equal, stripped off our differences. As one vote and one vote only.”

     

     

  • Agency reveals its undercover Search campaign to raise mental health awareness

    Dentsu Webchutney’s Project Re-Search urges adults to go beyond Blue Whale Challenge

    By A Correspondent

     

    Dentsu Webchutney revealed Project Re-Search, an initiative started in November 2017 to measurably increase mental health awareness in India, starting with its first campaign, Beyond the Blue Whale. The campaign turns a Google search for the Blue Whale Challenge and its associated terms to a search for mental health difficulties in children, instead. This undercover search campaign has been active since November 2017, attempting to divert traffic from all ‘Blue Whale Challenge’ related searches, to relevant topics around mental health.

     

    Commenting on the initiative, PG Aditya, Senior Creative Director, Webchutney said: “Post the Blue Whale Challenge, we had to ask ourselves: where now from here? What is the right takeaway for parents and adults from this? And how do we equip ourselves when say, the next avatar of a Blue Whale surfaces? The masses hadn’t received that information from the large institutions that drove the sensation around Blue Whale. And we decided to take it upon ourselves to change that.”

     

    Added Anushma Kshetrapal, founder, Color of Grey Cells:  “Project Re-search uses the Blue Whale Challenge as a wake-up call. And aims to direct an adult’s invested concern in it towards some of the oft ignored mental health difficulties that could have made our children vulnerable to it. The hope is that adults ‘re-searching’ through this initiative take their first step towards learning about issues we’ve ignored as a society for far too long”.

     

     

  • The film also features Arture’s two co-founders, Shivani Patel and Keshsa Vasant

    Dentsu Webchutney, Arture reintroduce ‘Bapu’ into cashless economy

     

    On the occasion of Gandhi Jayanti, Dentsu Webchutney partnered with Arture to create a way where Bapu can be experienced in both the cash and the cashless world. The film, which showcases the creation of ‘Bapu Wallets’ as a tribute to Mahatma Gandhi, also features Arture’s two co-founders, Shivani Patel and Keshsa Vasant.

     

    Speaking about the new initiative, PG Aditya, Senior Creative Director, Dentsu Webchutney said, “This is a small tribute to Bapu, in a way we and Arture found ideal. However, will Bapu be part of our cashless economy overall? That’s something that larger financial institutions driving the cashless economy can help answer at a scalable, impactful level.”

     

    Commenting on the campaign, Shivani Patel, Co-founder, Arture said, “The idea to find a second home for Bapu in our cashless world appealed to us immensely. Arture, at a brand level itself, has incorporated Bapu’s teachings of ahimsa and compassion into the way our products are built- 100% vegan and sustainable. This is our little way of ensuring the baton of Bapu’s values is passed on to our customers who are going cashless as well.”

     

    The brand has partnered with Vishwa Manav Sewa Ashram in Bihar, an NGO founded in 1997, to launch the campaign. A part of the proceeds earned through the Bapu Wallets will also be donated to this NGO, which propagates the principles of Mahatma Gandhi through their work in the state.

  • The spoken parlour game that conventionally began as a family pastime has been 'gamified' on Instagram in a unique way

    Dentsu Webchutney, Flipkart launch trend chain campaign on Instagram

    By A Correspondent

     

    Dentsu Webchutney and Flipkart have taken the traditional Indian game ‘Antakshari’ to the next level. Recently, WebChutney, along with Flipkart, teamed up with some top fashion social media influencers in India to launch the Instagram campaign ‘Never Ending Trending’. The innovation engaged with users in real time wherein fashion icons showcased Flipkart’s trends via velfies and engagement posts on theirInstagram handles.

     

    The ‘Never Ending Trending’ campaign brought together 15 fashion influencers, who nominated each other to flaunt trends from Flipkart Fashion stores and keep the fashion trend chain alive. This was then amplified by influencers who interacted with users on the photo-sharing platform via a contest that drove engagement on a day-to-day basis.

     

    Said Kartikeya Bhandari – Senior Director, Marketing, Commerce Platform, Flipkart:  “Flipkart always looks to innovate on social media and engage with customers in fresh ways. In continuation with innovations like Big Billion Days – FB 360 video and Big Shopping Days – Offers Sneak Peek through FlipBot, Never Ending Trending has pushed yet another boundary and we are happy with the traction it is gaining. We will continue to do many more out-of-the-box initiatives for Flipkart Fashion in near future.”

     

    “Brands have built their presence on Instagram by means of influencer campaigns before. But the one thing that’s been missing lately is innovation in leveraging the influencers’ success on Instagram. That’s why we felt Never Ending Trending was a game-changer. The engagement levels speak for themselves; it’s more than double-taps and comments,” added PG Aditya, Creative Director, Dentsu Webchutney.