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Tag: Taproot Dentsu

  • The smartphone touches 10-million-users

    Taproot Dentsu campaign for Oppo F-Series

    By Our Staff

     

    Taproot Dentsu, in association with Oppo, has launched a new campaign to commemorate the brand’s latest success in the F-series family. Smartphone brand Oppo F-series has hit the 10-million-user mark in a matter of five years since launch in 2016.

     

    Titled #10millionstories, the new campaign celebrates the milestone by featuring real stories of F-series users who showcase how they use their phones in their everyday lives.

     

    Said Titus Upputuru, Creative Head, Taproot Dentsu: “We all have that one member in the family who is so good at photography that she or he ends up being chased by everyone for a good photo. My niece happens to be one of them! Much to her dismay, everyone goes about chasing her for a great photo. But the thing is, she also loves taking photographs. We believe youngsters will empathise with Maria’s predicament who depends on her Oppo phone for great photos. The second story is the story of a ‘Bhullakad’. Because of their hectic lifestyles and hunger to pack in so much into their days, youngsters tend to be forgetful. That’s when Oppo’s fast charge comes in handy. We had fun shooting the campaigns. Who said testimonials have to be boring; because cameras can speak!”

     

  • He will now lead the agency nationally

    Dentsumcgarrybowen elevates Indrajeet Mookherjee to Managing Partner

    By Our Staff

     

    Indrajeet Mookherjee
    Indrajeet Mookherjee

    Dentsumcgarrybowen (DentsuMB) has promoted Indrajeet Mookherjee to the role of Managing Partner. The agency is part of the larger, newly formed DentsuMB group, which houses a cluster of creative agencies from within the Dentsu creative service line of business. Under this fresh structure, the agencies that will report into Sidharth Rao, CEO, DentsuMB Group, are Dentsu Webchutney, Taproot Dentsu, Dentsu One, DentsuMB and Dentsu Impact.

     

    Mookherjee will now lead the agency nationally and will also report into Rao. Prior to this, he was President – South, DentsuMB where he led operations for offices in Bengaluru, Chennai, and Kochi. He joined Dentsu India as Executive Vice President (EVP) in 2016.

     

    Sidharth Rao
    Sidharth Rao

    Speaking on the elevation, Rao said: “As we continue to strengthen and reshape our creative offering in the Indian market, we needed a leader who is experienced, connected, and understands the nuances of the communication landscape. Indrajeet, with his experience in managing brands and categories across South and Southeast Asia, was the perfect choice to helm our operations. The DentsuMB group of agencies, which already boasts iconic Indian agencies like Taproot Dentsu and Dentsu Webchutney in our stable, are growing at a rapid pace, and I look forward to Indrajeet and his talented Dentsumcgarrybowen team, strengthening our creative offering even further.”
    Speaking on his new role, Mookherjee added: “I am honoured to join the leadership team of DentsuMB India at a very exciting time where our business is seeing unprecedented change. However, the one constant is the power of ideas and how we deliver business outcomes for our client partners. And that’s where I am hugely inspired by the global legacy of DentsuMB as a creative powerhouse and develop work that wins in the world and leads to better business results for brands. I am looking forward to working with our talented team and group leaders to build and create a truly integrated agency.”

     

  • Launches Urban Company’s Salon-At-Home surprises

    Taproot Dentsu campaigns for Urban Company

    By Our Staff

     

    Urban Company, the at-home services marketplace, has roped in Taproot Dentsu for its latest campaign. The campaign includes two films and has been created for the salon-at-home services specifically targeted at women. With this, the campaign aims to attract new consumers as the brand continues to enter newer markets, domestically.

     

    Speaking about the campaign, Shashank Lanjekar, Chief Strategy Officer, Taproot Dentsu said: “When the message is simple and delightful, it’s best not to let the execution come in the way. This campaign marks the accessibility of at-home salon services to a much wider set of consumers, thanks to its affordable prices.”

     

    Added Rahul Deorah, Vice President – Marketing, Urban Company: “Our services have always been synonymous with high quality. Recently, we launched Salon Classic – a new, surprisingly affordable variant in our marquee beauty-at-home business. Like all others, quality continues to remain a strong cornerstone of this initiative. Through this launch, we are aiming to accelerate our penetration into new segments, new markets, and this campaign is an important step in that direction.”

     

  • To highlight the company's professional cleaning services

    Taproot Dentsu launches new campaign for Urban Company

    By Our Staff

     

    Urban Company, in association with Taproot Dentsu, has launched a campaign for the company’s professional cleaning services. It comprises two films which demonstrate the critical aspects of stain removal and adding shine to the fixtures and overall bathroom look and feel.

     

    Speaking about the campaign, Ayesha Ghosh, CEO, Taproot Dentsu said: “It was a fun idea to use the maid as the advocate of Urban Company’s professional cleaning service. Instead of defending her cleaning abilities, the maid points out the marked superiority of Urban Company. While UC’s bathroom cleaning service will never entirely replace the housemaid who cleans the bathroom now, with this campaign we expect more frequent usage of it and give their bathroom the shine it deserves.”

     

    Commenting on the campaign, Smit Shukla, Director-Marketing, Urban Company added: “Consumers want a sparkly clean and shiny bathroom but currently they are compromising with basic minimum regular cleaning which does not give their expected level of cleaning and shine to their homes. Urban Company’s professional cleaning thus aims at offering superior home and bathroom cleaning via 10X superior stain removal and 2-month long-lasting shine Vs regular bathroom cleaning. Our trained fleet of Cleaning partners with their expert equipment ensure that consumers get squeaky clean and shiny bathrooms always.”

     

  • Santosh 'Paddy' Padhi to lead agency, but the creative shop will miss the energy of its co-founder

    Life after Agnello Dias for Taproot

     

     

    By Our Staff

     

    His exit has been rumoured for a while now. But denied, declined and even rubbished. We were told that he has moved to a larger group-level role, as creative chairman of the Dentsu group in India.

     

    Which wasn’t untrue. But it was the beginning of a long road to the end of a relationship with Dentsu. Dias, better known as Aggi or Aggie, will continue with the agency until the end of this month (June 2021).

     

    And after that? Well, he will be a consultant on a few brands, one of which is Airtel. And what else? Nothing for the moment that has been announced.

     

    But first the news: Taproot Dentsu has announced key leadership changes as it gears up to get future-ready. Ayesha Ghosh, who had been heading the Mumbai office, has now been appointed as Chief Executive Officer (CEO). She will be responsible for both Mumbai and Gurugram offices. Ghosh has been with Taproot Dentsu since December 2015.

     

    Partnering her closely will be Shashank Lanjekar. He has been elevated to the role of Chief Strategy Officer (CSO) and will now be in charge of strategic planning for both the Taproot Dentsu offices in Mumbai and Gurugram. Thus far, he had been heading planning for the Mumbai office, ever since he joined in 2017. His ability to go deep and yet have an intuitive touch has helped give birth to some memorable campaigns.

     

    Pearl Vas, who has been with the agency since 2018, takes on more independent responsibilities in Mumbai. She will now be promoted to Senior Vice President (SVP), Strategic Planning.

     

    Meanwhile, under the overall creative leadership of Santosh ‘Paddy’ Padhi, Co-Founder and Chief Creative Officer (CCO) – Taproot Dentsu, the creative team for the Mumbai office has been expanded and divided into four units, each to be headed by a senior creative person. Neeraj Kanitkar, with an experience of 14 years (nine of those in Taproot Dentsu), is the creative lead for Facebook for which he has won the agency awards at Spikes and AdFest. He has also worked on significant brands like WhatsApp, Myntra, American Tourister and FirstPost.  He will be promoted to Executive Creative Director (ECD). Yogesh Rijhwani has been with the agency for close to five years with a total experience of 13 years. He has been handling Aquaguard and Set Wet. He has also worked on Star Sports, Airtel, Parle-G among others. He too will be promoted to ECD.

     

    The other two senior creative leads will be Abhishek Deshwal and Purva Ummat. Abhinav Kaushik, who was Executive Vice President (EVP) on the Honda business among other brands, has been promoted to Head – Taproot Dentsu, Gurgaon while Titus Upputuru remains very ably in charge of creative for the Gurugram office. The other news is that veteran agencyperson Umesh Shrikhande retired as CEO in March this year.

     

    Santosh Padhi or Paddy will continue as Co-Founder and CCO and will have a more hands-on role in both Mumbai and Delhi offices. According to our sources, Taproot Dentsu will, for all practical purposes, be led by him.

     

    Dias began his advertising career in 1989 and after working with agencies like Dart, Interpub, Lowe and Leo Burnett, he joined JWT in 2005 where rose to become the Chief Creative Officer. Soon JWT India was ranked India’s No. 1 creative agency in the Campaign Brief rankings for Asia. Then he made history by winning India’s first-ever Grand Prix at Cannes and the first-ever Titanium-Integrated Lion, with JWT India not only being the network’s top performer but also returning the best ever performance by an Indian advertising agency at the festival.

     

    His name features in almost every award catalogue – from our homegrown Abby and Kyoorius to Cannes Lions, D&AD, One Show, Clio, AdFest, London International Advertising Awards, etc. The list is loooong.

     

    Taproot, which was then not acquired by Dentsu, was ranked among the world’s Top 20 independent agencies besides being crowned Asia-Pacific Agency of the Year. In 2013 Taproot India also became the Asia-Pacific Agency of the Year at Spikes Asia.

     

    Nine years back, Dias was ranked amongst the World’s 100 most Creative People by Fast Company magazine in the US. So what about Life after Aggie for Taproot. Well, it is, like as one friend of the agency said, the roots have been extracted. While Paddy stays on, we all know what Aggie brought into the system. It was not just creation. It was intensity, conviction and much passion.”

     

    In an industry dominated by some of the big agencies like Ogilvy, Lowe Lintas, McCann and some others, Aggie brought in some amazing energy into his advertising. Whether it was the advertising for Airtel or for The Times of India and Mumbai Mirror, he produced some really memorable work. The kind that hasn’t been seen for a while in Indian advertising, Taproot included.

     

    There are many who say that Aggie needn’t work given the monies he earned after selling Taproot to Densu (with Paddy), but, as some of his friends tell us, that’s unfair. “Knowing Aggie, he’s going to not stop working and dreaming up new ideas for advertisers.” There were rumours of his looking at some feature film projects, but that we are told have faded away. “There was just this much he could’ve done at Taproot after selling out to Dentsu. He will reinvent himself and come up with something as refreshing as before,” the friend added.

     

    Meanwhile, for Taproot Dentsu, while Agnello Dias will continue to be around consulting for a few of its prized accounts which are possibly with the agency thanks to him, it will be interesting to see the kind of business it generates and retains in the immediate future. What we do know that co-founder Santosh ‘Paddy’ Padhi is fairly aggressive in his approach and will try his bestest to ensure the news doesn’t impact the agency’s fortunes.

     

    Clearly the next few months should see some activity for both Taproot and Agnello Dias.

  • Aims to carry the Lenovo story forward in the Indian market

    Taproot bags mandate for Lenovo’s campaign

    By Our Staff

     

    Taproot Dentsu has been awarded the creative mandate for the forthcoming campaign of the tech giant, Lenovo. The agency won the mandate following a multi-agency pitch and will now service the account from its Mumbai office.

     

    The campaign will focus on Lenovo’s smart and innovative offerings. It aims to carry the Lenovo story forward in the Indian market.

     

    Amit Doshi
    Amit Doshi

    Speaking of the association, Amit Doshi, CMO – India and South Asia, Lenovo said, “Taproot was quick to understand our business need and translate it into interesting possibilities. They have a stellar track record in producing disruptive work and we are excited about working with the unit.”

     

    Ayesha Ghosh
    Ayesha Ghosh

    Added Ayesha Ghosh, Head, Taproot Dentsu: “In an ever-evolving category, Lenovo has continued to stay ahead of the curve and we are delighted to be part of that journey. We enjoyed bringing the brief to life and we’re happy that the Lenovo team felt we had hit the nail on the head with the work we are now developing.”

     

  • To reinforces India’s preference for network quality

    Taproot Dentsu films campaign for Airtel

    By Our Staff

     

    Bharti Airtel has rolled out a brand new brand campaign to showcase the disproportionate customer preference for its world-class network and differentiated services. The campaign has been conceived by Taproot Dentsu.

     

    Said Shashwat Sharma, Chief Marketing Officer, Bharti Airtel: “We have one and only one guiding principle – customer obsession. And it’s gratifying to see customers reward Airtel for constantly listening to them and innovating to serve them even better, especially at a time when the pandemic has redefined the normal. Today, Airtel has the highest number of active mobile subscribers in India and more importantly we believe we are leading in the hearts of customers.”

     

    Commenting on the film, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “When it comes to India’s telco of choice, winds of change have been brewing slowly, steadily and surely. And today, Airtel’s numbers are doing the talking. Our campaign is a reflection of this simple truth, told simply.”

     

  • Appoints Pallavi Chakravarti as Creative Head – West

    DDB Mudra bolsters creative leadership

    By Our Staff

     

    Pallavi Chakravarti
    Pallavi Chakravarti

    DDB Mudra has announced the appointment of Pallavi Chakravarti as Creative Head of the West office. Chakravarti will work closely with Rahul Mathew, CCO, DDB Mudra Group to take on the responsibility of driving the agency’s creative product. Her last stint was at Taproot Dentsu, where she led the creative function for the Mumbai office as Executive Creative Director.

     

    Rahul Mathew
    Rahul Mathew

    Speaking on the appointment, Mathew said: “Over the last couple of years, we’ve been slowly gathering momentum as an organisation – No.2 at Effies, topping the new biz league, back-to-back Grand Prixs at Spikes Asia and our more recent performance at Kyoorius. And Pallavi is just the person to help us keep this momentum going and add more kick to it. She strengthens our belief and our ambition to do unexpected work that gets disproportionate results for our clients.”

     

    Added Chakravarti: “I’m here to build, to enjoy the creative process, to love the business of advertising even more than I already do. I’m here because it felt like the right place to be. And I’m looking forward to the journey – there’s really nothing else to say, is there?”

     

  • In the new ‘More Together’ campaign

    Taproot Dentsu & Facebook reignite love for books

    By Our Staff

    Taproot Dentsu India has launched a second film as part of the agency’s ongoing ‘More Together’ campaign for Facebook. The film illustrates the platform’s power of connections and communities through yet another story.

    Said Neeraj Kanitkar, Senior Creative Director, Taproot Dentsu: “This film is a sweet and simple demonstration of Facebook’s inherent power. Which is to supercharge the efforts of one person when the community gets behind it. It is quite rare to be in the advertising business without having some love for the written word. So when Gauri Burma – the most passionate book lover amongst us – came up with the idea, we knew we simply had to make it happen. We hope that it inspires people to consider using Facebook to give a new lease of life to old, forgotten and about-to-be-turned-into-pulp books.”

     

     

  • To launch Cipladine with ‘Skin Ka 1st Aid’ campaign

    Taproot films first TVC for Cipla Health

    By Our Staff

    Cipla Health has launched its first-ever TVC for multipurpose topical antiseptic – Cipladine.  The new TVC showcases Cipladine’s broad spectrum of action on cuts, wounds, burns and skin infections positioning it as ‘Skin Ka 1st Aid’. The ad has been conceptualised by Taproot Dentsu and will be broadcast across all popular Indian TV channels and digital platforms.

    Said Shivam Puri, CEO- Cipla Health Ltd.: “As a brand that has gained acceptance over the last 20 years, Cipladine’s first ever TVC portrays its usefulness in busy Indian households. With its gentle albeit effective results, Cipladine has become a trustworthy companion in homes, clinics, dispensaries and hospitals for combating skin infections. A topical application, Cipladine’s scientifically backed formula makes it an ideal choice to treat skin issues in both adults and children. Moreover, it has emerged as a trusted solution to a broad range of skin infections arising from day to day injuries or infections and can rightly be called ‘Skin Ka 1st Aid.’ The ad showcases the versatility of the product and is an enjoyable-watch.”

    Added Pallavi Chakravarti, ECD, Taproot Dentsu: “Skin infections arising from multiple types of everyday injuries have one solution – Cipladine. We wanted to land this simple message with a commercial that people will want to watch multiple times. Hopefully they’ll find something new about the spot each time they see it. And the message will hit home every single time.”

     

     

  • With new campaign created by Taproot Dentsu & Dentsu Webchutney

    Facebook bats for stronger consumer connect

    By Our Staff

    Facebook has launched a new phase of its consumer marketing campaign in India – ‘More Together’. The 360-degree campaign has been conceptualised and executed by Taproot Dentsu and Dentsu Webchutney and will go live in multiple languages across TV, digital, print, radio and OOH.

    Said Avinash Pant, Director – Marketing, Facebook India: “Facebook is deeply entrenched in the cultural fabric of India. Everyday we see different ways in which people across the country come together on our platform to create meaningful connections, fuel discovery, and help and support one another. This ability to connect and share with the world can lead to endless possibilities, and we feel humbled with the stories where our family of apps have provided this value to the people. Our consumer marketing journey over the past year has been focused on showcasing these diverse stories with the underlying belief that people can do more together than alone, and we continue to rally behind it.”

    Added Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: “People want to be more, experience more, inspire more, help more, relax more, shine more – it’s in our DNA, this need to do more for ourselves and indeed for the world we live in. Facebook is a means to that end – a place where people come together resulting in delightful, sometimes entirely unexpected outcomes. This campaign will capture many such stories and trace the trajectories of people like you and me, who shared something with the world and got so much more back in return.”

    Said GD Prasad, Vice President, Dentsu Webchutney: “On Facebook, everyone is just a conversation or comment away from unlocking the potential of achieving more together. With #FBpePoocho, we are celebrating the power of community. Our aim is to encourage people to activate their network, and in the process, help themselves and others grow. We’ve done this through interesting, everyday stories of people who’ve come together through the platform to realise impactful, incredible outcomes.”

     

     

  • The digital film is titled ‘Nip in the Bud’

    Taproot Dentsu creates film for #MeToo anniv

    By A Correspondent

     

    To commemorate the anniversary of the #MeToo movement, Taproot Dentsu has partnered with lifestyle portal iDiva. The digital film is titled ‘Nip in the Bud’.

     

    Speaking on the film, Titus Upputuru, Creative Head, Taproot Dentsu said: “It wasn’t an easy subject. One had to keep in mind the sensitivities involved. What happens between a man and a woman within the confines of a professional environment is between them. There are no witnesses. There are no cameras. Nip in the bud is a tribute to every single woman who had the courage to speak about what happened in a moment where there was no one to corroborate the story. Unfortunately, many women took years to report and this allowed the men concerned to continue with the predatory behaviour. Hope this digital film inspires women across the world to nip it in the bud.” For the record, Titus is the writer and director of this intriguing film.