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Tag: Taproot Dentsu

  • The films are part of the brand’s ‘Har Game Mein Jeeto’ campaign

    Taproot Dentsu launches fresh Commercial Series for MPL

    By A Correspondent

     

    Mobile gaming and e-sports platform Mobile Premier League (MPL) has released a fresh set of television commercials (TVCs), conceptualised and executed by Taproot Dentsu. The films are part of the brand’s ‘Har Game Mein Jeeto’ campaign.

     

    Speaking on the campaign, Pallavi Chakravarti, ECD, Taproot Dentsu said: “Creating this campaign was as rewarding for us as playing on MPL is for gamers. MPL has got some fantastic titles on its platform, and the multiple tournament formats and exciting prizes make the go-to even better. All we had to do was have fun and put the point across as sharply and simply as possible. It’s what I’d call a win-win situation.” MPL has over 40 games on its platform with numerous tournaments and exciting prizes on offer.

     

    added Abhishek Madhavan, VP, Growth and Marketing, MPL: “We chose to work with Taproot Dentsu after a closely-contested multi-agency pitch due to their thorough understanding of our brief, our product and users. The current set of films that Taproot Dentsu has delivered hits the nail on its head in terms of conveying MPL’s unique value proposition and will be running across TV, digital and OTT platforms. We hope these will help further cement MPL’s position as India’s biggest gaming app.”

     

     

  • The film has been shot indoors across Jharkhand, Uttar Pradesh, Delhi and Noida while adhering to the norms and guidelines of the lockdownEI

    Taproot Dentsu & Airtel launch ‘Recharge Revolution’

    By A Correspondent

     

    Airtel has launched its latest campaign ‘Recharge Revolution’ conceptualised and executed by Taproot Dentsu. The commercial highlights recharging facilities at ATMs and Pharmacy stores. The film has been shot indoors across Jharkhand, Uttar Pradesh, Delhi and Noida while adhering to the norms and guidelines of the lockdown.

     

    Commenting on the film, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said: “Some services are more essential than others. I think the past few months have taught us that telecom is one of them. Cooped up indoors, a single day spent without data or good signal strength meant losing touch with loved ones and the outside world at large. So, imagine the setback millions of prepaid users would have faced with the lockdown shutting down recharge stores everywhere. Airtel rose to the challenge and in a short span of time, changed the face of recharging as we knew it. The ad just captures what actually happened – nothing more, nothing less, and that’s the beauty of it.”

     

     

  • The first debate in the series will be held on Saturday, June 20, 2020 at 6.15 pm

    Ad Club’s announces interactive digital debate series titled ‘Vice & Versa’

    By A Correspondent

     

    The Advertising Club has announced a digital debate series titled Vice & Versa. Moderated by Agnello Dias, Creative Chairman – Dentsu Aegis Network & Founder, Taproot Dentsu, the debate will see industry veterans Santosh Desai, CEO, Future Brands and Josy Paul, Chairman and Chief Creative Officer, BBDO India. The first debate in the series will be held on Saturday, June 20, 2020 at 6.15 pm. The live streaming will be done on Zoom, Youtube and Facebook.

     

    The theme of the firset debate is Brand Purpose – Responsible Or Opportunistic. Speaking about the debate series, Partho Dasgupta, President, The Advertising Club said: “These are unprecedented times requiring all brands and organizations to adapt and reinvent their media and brand strategies.  The digital debate series has been curated to provide insights and guidance on how to empower brands to thrive in the new normal. We are sure that Agnello along with Josy and Santosh will make this an interesting session full of breakthrough ideas and insights.”

     

     

  • The paper has literally cancelled out words like Corona, Covid-19, pandemic, quarantine, lockdown, death etc across all 16 pages of its June 10 edition

    FPJ launches Mission Cancel Corona with a special edition

    By A Correspondent

     

    For a while now, the Mumbai-based Free Press Journal and Taproot Dentsu have been innovating with the paper and the masthead on special days and occasions.

     

    Today, the creative agency has used the entire paper as a canvas to send the message that the “collective fight against Covid-19 will be successful only when we cancel out each and every Covid-19 case from India.” Hence, the paper has literally cancelled out words like Corona, Covid-19, pandemic, quarantine, lockdown, death etc across all 16 pages of its June 10 edition.

     

    Abhishek Karnani

    Said Abhishek Karnani, Director, Free Press Journal: “We began extensively covering Covid crisis through the epaper when the physical paper could not be delivered. Now that physical copies are welcomed back in homes, we felt it was important for us to reconnect with our readers by not just providing information but also making sure it impacts their behaviour positively. We believed the idea will be received well, and even though it seemed simple enough, it was a challenge to pull it off in real time on the printing press table”

     

    Santosh Padhi

    Added Santosh ‘Paddy’ Padhi, CCO and Co-founder, Taproot Dentsu: “Since the last year or so, Taproot has partnered with FPJ and created some impactful creative work and we are quite thrilled about the simplicity of this idea and how seamlessly it has allowed us to weave the message, which happens to be an important warning, into the product itself. It is an apt example of how print has the potential for innovation, without trying too hard.”

     

     

  • The campaign theme of “Ab nazdeeki dukaan, aapka bank” underscores Airtel Payments Bank’s distribution reach and its innovative ‘at arm’s length’ retail led model

    Airtel Payments Bank campaign showcases ease of digital banking

    By A Correspondent

     

    Airtel Payments Bank has unveiled a campaign titled “Ab nazdeeki dukaan, aapka bank” that underscores its distribution reach and its innovative ‘at arm’s length’ retail led model

     

    Conceived by Taproot Dentsu, the campaign will have a 360-degree media mix including TV, print and outdoor which will be rolled out in a phased manner.

     

    Said Anubrata Biswas, MD & CEO, Airtel Payments Bank: “We have always had the end consumer at the heart of everything we do as we inch closer to our vision of taking banking services to the underserved majority. We have been extensively working to innovate and build a differentiated and relevant banking ecosystem that is simple, convenient and easily accessible for everyone. With our unique retail based model of small kiranas, medical store and other neighborhood shops that work as banking points, we have been able to making banking services easily accessible across the deeper pockets of the country.”

     

    Added Agnello Dias, Co-founder & Chief Creative Officer, Taproot Dentsu: “Airtel Payments Bank is a sorely-needed advantage in these times and the communication, especially the film, highlights how it can be a life saver when you need it most. The ease and simplicity with which you can open an account is vividly demonstrated in this storyline which dramatizes an emergency in a positive manner.”

     

     

  • 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.”

     

     

  • Harper Collins India’s ‘Parcel’ gets a selection at Dada Saheb Phalke Film Festival

    By A Correspondent

     

    The 10th Dada Saheb Phalke Film Festival 2020 has announced that HarperCollins India’s short film Parcel is part of the Official Selection. The film has incidentally also been shortlisted for the One Show Awards 2020.

     

    Parcel, produced by HarperCollins in association with Taproot Dentsu is an ode to the art of storytelling. It is a short film celebrating the wonderful power of the narrative. This short tale chronicles its scheme with such detail that it keeps one hooked until the very end.

     

    Added Akriti Tyagi, Marketing Head, HarperCollins India: “Who doesn’t love awards and accolades! Especially when they pour in for something as special as Parcel – our homage to the crime genre. At HarperCollins India, we aim to reinforce the power of a good story and establish new ways of storytelling for an audience that is now consuming stories in all its forms – words, audio and moving images. We hope it wins all the recognition it deserves and reaches many more audiences!”

     

    Added Titus Upputuru, Creative Head, Taproot Dentsu: “This is the highest honour in films in India. And to think that it’s come at a time like this makes me appreciate it that much more. When I began writing the screenplay, I was really excited because of the possibilities that were going on in Ved’s mind. Making the film was quite challenging as it dabbled with the genre of mystery and suspense. Ananth [Padmanabhan, CEO, HarperCollins India] had amazing faith in us. The team at Atrangi Ideas gave wonderful support. The cast and crew worked very hard and this accolade belongs to every one of them.”

     

     

  • Taproot Dentsu was awarded the creative mandate for the campaign following a multi-agency pitch

    Taproot Dentsu’s latest film for Bajaj Finserv spans centuries

    By A Correspondent

     

    Bajaj Finserv has roped in Taproot Dentsu to conceptualise and launch its latest brand campaign, ‘Better Never Stops’.  The agency was awarded the creative mandate for the campaign following a multi-agency pitch and is now servicing the account from its Mumbai office.

     

    Said Umesh Shrikhande, CEO, Taproot Dentsu: “Brand ‘Bajaj Finserv’ is a power brand that has grown to a huge leadership position on the back of relentless innovation and a refusal to take no for an answer while finding new value propositions that make a difference to customers. This strong brand belief needed to be communicated in a manner that’s simple yet impactful.  And that’s what we have endeavoured to do.”

     

     

  • Andhra Pradesh and Orissa first to get a burst of energy this summer

    Taproot Dentsu unveils campaign for Aquarius Glucocharge

    By A Correspondent

     

    Share Energy, the new campaign by Coca-Cola India’s enhanced hydration beverage- Aquarius Glucocharge, has been conceptualised by Taproot Dentsu Gurgaon.

     

    The campaign has been launched in the heartland of Andhra Pradesh and Orissa and comprises film, print, and Out of Home (OOH).

     

    Speaking about the new campaign, Anoop Manohar, Director- Emerging Categories, Coca-Cola India, said: “Aquarius Glucocharge is an innovative offering from Coca-Cola India, packed with glucose, essential minerals like potassium, sodium and calcium, and fruit juice. It is loved by consumers for its benefits of ‘Rehydrate, Replenish and Recharge’ at an affordable price. Our aim with this campaign is to help consumers understand the value of a collective and realize that we are all gifted with the power to re-energise and support one another in order to emerge as stronger individuals. It is through empathy and kindness and actively supporting each other that we emerge as stronger individuals – together.”

     

    Added Titus Upputuru, Creative Head, Taproot Dentsu: “In an age, where we are constantly occupied with recharging the dying batteries of our phones, this film is a reminder that the battery of our bodies needs recharging too. And it is wonderful that we don’t have to look too far to recharge ourselves – we are all gifted with the power to recharge and reenergise ourselves. Just like Aquarius Glucocharge which gives us instant recharge.”

     

     

  • Taproot Dentsu won the mandate following a multi-agency pitch and will now service the account from its Mumbai office

    Taproot bags Mobile Premier League mandate for IPL

    By A Correspondent

     

    Taproot Dentsu has been awarded the creative mandate for Bangalore-based mobile gaming platform Mobile Premier League’s (MPL) 2020 IPL campaign. Taproot Dentsu won the mandate following a multi-agency pitch and will now service the account from its Mumbai office.

     

    Talking about the collaboration, Ayesha Ghosh, General Manager, Taproot Dentsu Mumbai, said: “We are very excited to win this business. Our interactions with the client team have been charged with positive energy. The brief was very sharp – to get gamers to download MPL where they could win money playing their favourite online games and a whole lot of new ones. We are now in the process of creating the films. So, watch out for the upcoming campaign!”

     

    Added Abhishek Madhavan, VP, Growth and Marketing, MPL: “We called for a multi-agency pitch across the best in the country, and after a grueling round of presentations and discussions, have placed our trust in Taproot Dentsu to be our creative partners for this IPL. Their strategic insights and creative capabilities made us choose them. It is essential to capture our brand’s values, and MPL’s connect with its users and game developers in our campaigns, and we think Taproot Dentsu will be the right agency to help us do this.”

     

     

  • The campaign highlights the power of connections through a high decibel marketing campaign

    Facebook rolls out its ‘More Together’ campaign in India

    By A Correspondent

     

    Facebook has launched a new consumer marketing campaign in India, ‘More Together’, to showcase how people across the country can do more together by harnessing the power of their connections on the platform. The campaign is the first to be launched in the Asia Pacific region.

     

    Said Ajit Mohan, Vice President and Managing Director, Facebook India: “India is at the heart of Facebook and one of our focus areas this year is to tell the exciting story of a service that is deeply embedded in the fabric of India. While at the company level we remain focussed on building trust, we want to showcase the many ways that Facebook is intertwined in the lives of Indians – from connecting with loved ones, to growing businesses and supporting local communities, to finding ways to come together to learn and share and celebrate. I could not be more excited that we are telling our story – it is a story that is lived by people across the country every day.”

     

    The campaign for India has been conceptualised and executed by Taproot Dentsu. Said Agnello Dias, Co-Founder, Taproot Dentsu and Creative Chairperson, Dentsu Aegis Network India: “Taproot Dentsu is delighted to develop such an important campaign for one of the most loved services in the country. The world of Facebook represents a canvas of connections that’s huge, vibrant and full of serendipitous outcomes and surprises. To celebrate all users and to inspire more of them to benefit from the power of connections, our creative team led by Pallavi Chakravarti, wrote stories with all these unexpected, wonderful outcomes, which are inspired by real people and their real journeys.”

     

     

  • “The last five special editions have seen us changing our masthead to draw the nation’s attention to issues that deserve to be addressed, notes a communique

    Free Press changes masthead for Education Day

    By A Correspondent

     

    We didn’t know it was World Education Day today. Thankfully Free Press Journal reminded us of that with Free School, the sixth issue of special editions conceived by Taproot Dentsu. “The last five special editions have seen us changing our masthead to draw the nation’s attention to issues that deserve to be addressed, noted a communique, adding: “We started this movement on August 29, 2019, National Sports Day, by changing our 90-year-old brand name to Free Sports; followed by Free Food on World Food Day (October 16); and Free Child on Children’s Day (November 14); Free Farmers on Farmers’ Day (December 23). And today, we want to shine the spotlight on a fundamental human right – education.”

     

    Said Abhishek Karnani, Chairman Director of the Free Press Journal group: “Though we are in the business of journalism, we want to focus on addressing the issues at hand. Education is a very important factor in the economic development of any country. Since the early days of independence, India has focused on improving the literacy rate. Even today, the government runs many programmes to promote primary and higher education in India. We thought this is our way of shedding light on and starting a conversation around this issue.”

     

    Added Santosh ‘Paddy’ Padhi, Chief Creative Officer and Co-Founder of Taproot Dentsu: “I’m happy that we’re now publishing our 6th special edition. The last five had us tackling five different issues. And this one is no different. I’d like to thank the Free Press Journal team for helping bring this idea to life by reaching out to concerned contributors to address the issues and ensuring that we give space to different points of view.”