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Tag: Taproot Dentsu

  • Campaign led by two TVCs focusing on two important principles of mutual fund investments

    Aditya Birla Sun Life MF launches investor education campaign

    By A Correspondent

     

    Aditya Birla Sun Life Mutual Fund (ABSLMF) has launched an investor education campaign across 22 TV channels that comprise broadcast news media as well as GECs of both English and regional languages. Spread over three months, the campaign covers two films conceptualised to highlight one key aspect each of investing in mutual funds. They emphasise on the core theme of #WINWITHSIP to convey how SIP as an investment tool helps to mitigate market volatility and can be leveraged for diversifying investments through asset allocation.

     

    Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer – Aditya Birla Capital added, “This integrated campaign is an attempt to reach out through various touchpoints and appropriate the relevance of SIP as the right instrument for any market environment. It educates investors about the nuances of investing and assists them to take informed financial decisions. We are going beyond the ‘what’ to explain the ‘how’ with a listen and learn approach. This proposition is especially relevant in today’s volatile market environment where many new investors and fence sitters are beginning to wonder if money not invested is money saved”. Directed by Soaeb Mohammed, the TVC has been created by Taproot Dentsu India with Early Man Film.

     

    Commenting about the film, Ayesha Ghosh – General Manager, Taproot Dentsu added: “This investor education effort strives to have the consumer work things out for himself, thus giving all the more potency to #WINWITHSIP. With skilful direction by Soaeb Mohammed of Early Man Film, we have kept the pace snappy and the questions quick-fire, evoking spontaneous answers that we feel viewers will find honest and relatable.”

  • This is in line with similar initiatives conceived by Taproot Dentsu and conducted ton August 29, 2019 for National Sports Day and then on October 16 for World Food Day, and last month on November 14 on Children’s Day

    Taproot Dentsu changes Free Press masthead yet again for Human Rights Day

    By A Correspondent

     

    The Free Press Journal has changed its masthead again given it’s World Human Rights Day today (December 10). Hence: Free Rights.

     

    This is in line with similar initiatives conceived by Taproot Dentsu and conducted ton August 29, 2019 for National Sports Day and then on October 16 for World Food Day, and last month on November 14 on Children’s Day.

     

    Said Free Press Journal group Chairman Director, Abhishek Karnani: “Though we are in the business of journalism, we want to focus on addressing the issues at hand. In a world that is increasingly becoming more open-minded, India is being close-minded. Which is why talking about human rights has become the need of the hour. And though it is impossible to speak about every right, our attempt is to highlight some of the key rights that we, as a country, find thwarted.” s

    Added Santosh Padhi, Chief Creative Officer and Co-Founder: “Being from the creative industry I believe in the strength of creativity and its power to move people and change how they think. As a country, we are creatively gifted. But unfortunately, due to many religious and political agendas coming in our way, our creativity has been thwarted. The last few years have seen it taking a backseat. Both Taproot and I have, over the years, faced issues that endangered our basic right of expression – there are a number of political parties and religious groups that exist to exercise their right to thwart ours. So, this particular issue is close to my heart.”

     

     

  • 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.”

     

  • The film was launched on the HarperCollins India Platform on November 25, 2019

    HarperCollins’ short film is an ode to the art of storytelling

    By A Correspondent

     

    Parcel, produced by HarperCollins in association with Taproot Dentsu, is a short film celebrating the power of the narrative. With Parcel, HarperCollins India aims to reinforce the power of a good story and establish new ways of storytelling to an audience that is now consuming all its forms – words, audio and moving images.

     

    Said Ananth Padmanabhan, CEO HarperCollins India: “Who doesn’t love a good story that keeps you at the edge of your seat! At HarperCollins, we are constantly thinking of new ways and new platforms to reach audiences through storytelling. Parcel, our direct-to-screen offering, will be a first of many more. As our audiences take to audio visual, so will our stories. Crime fiction has always had an appeal both in the written and visual medium; and, our crime fiction promotion aims to showcase the extraordinary range of stories, of which, we have many to offer. I hope audiences will love this film.”

     

    Added Titus Upputuru, Creative Head Taproot Dentsu and the man who scripted and directed the film, said: “Storytelling is an ancient art form. It is also terribly current with platforms such as Netflix and Amazon streaming some amazing content. I have always been in love with this medium since my literature days. Today, our business of marketing and communication allows us to tell stories every day. HarperCollins India publishes an eclectic mix of stories every season and this film was a great opportunity to celebrate their crime section.”

     

    Parcel is directed by Titus Upputuru and stars Riyaa Arora, Hurmat Ali Khan and Vyom Yadav in the lead.

     

     

  • Along with the collection, the campaign will also be the first exposure to the brand’s new proposition ‘Shine by Design’

    Taproot Dentsu creates launch campaign for Shaze’s Hosting Collection

    By A Correspondent

     

    Luxury retailer Shaze has partnered with Taproot Dentsu to launch its hosting collection of barware and brew-ware with its latest campaign.

     

    Along with the collection, the campaign will also be the first exposure to the brand’s new proposition ‘Shine by Design’. Conceptualized by Taproot Dentsu Mumbai, the campaign is live across films, outdoor, in-store branding, influencer outreach and more.

     

    Commenting on the association and campaign, Samrat Zaveri, MD, Shaze Luxury Retail said: “Our hosting range is the result of months of loving craftsmanship. After putting in a lot of efforts into its intricate designing, we were absolutely sure that we had a winning collection. Taproot Dentsu has created an advertising campaign that is worthy of this collection and we are very happy to have them as our communication partner. We have big plans for Shaze, so watch this space as there’s lots more to follow.

     

    Added Santosh Padhi, CCO and Co-founder, Taproot Dentsu: “The lovely hosting collection has been designed by some of the world’s best designers. It was important for us to be true to the range and weave stories around the hosting collection, at the same time celebrate the host by a new-age inspiring narrative, ‘Shine by Design’ is a true insight that seamlessly bridged the host and collection.”

     

     

  • 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.”

     

     

  • The idea was brought to the paper by leading creative agency Taproot Dentsu

    Taproot turns FPJ turns into Free Sports Journal on National Sports Day

    By A Correspondent

     

    Ninety-year-old newspaper Free Press Journal is sporting a new masthead today. On the occasion of National Sports Day, Taproot Dentsu changed the masthead of the paper to “highlight the issue of free and easy access to sport”

     

    Abhishek Karnani

    Said Abhishek Karnani, Director, Free Press Journal: “Print has the potential to be an innovative and exciting medium. We, as a publication, are always on the lookout for bold, progressive, cutting-edge innovations and ideas that prove that statement to be true. And that allows us to stay relevant to our new-age audience. The Free Press Journal has constantly addressed social issues, through its fair and fearless reportage. But this idea allowed us to go beyond, to champion change. By changing our masthead to reflect the issue, we are reflecting upon and dedicating two full pages to amplify it. We will be taking this idea forward through the year, shining the spotlight on multiple issues – like access to education, healthcare, safety, etc., on relevant national and international days.” The idea was brought to the paper by Taproot Dentsu, informs Karnani.

     

    Santosh Padhi

    Added Santosh Padhi (Paddy), Chief Creative Officer and Co-Founder, Santosh Padhi: “A simple yet brave idea is what we had. One that was born out of the name of the newspaper itself – Free Press. We live in an era where less is more. I’m delighted that this new-age approach was liked the minute it was presented. And even more delighted that this won’t be a one-off – we’ll be running this campaign through the year, highlighting national issues on relevant days.”

     

     

  • Celebrity brand ambassadors talk about smartwater’s unique manufacturing process in ‘Made Differently’ campaign

    Smartwater and Taproot Dentsu unveil latest ad campaign

    By A Correspondent

     

    Coca Cola’s Smartwater has unveiled two new films for its ‘Made Differently’ campaign, featuring celebrity brand ambassadors Rana Daggubati and Radhika Apte.

     

    The theme of the campaign ‘Made Differently’ depicts smart thinkers who break through the conventions with simplicity and style. The campaign featuring brand ambassadors Rana Dagubbatti and Radhika Apte is conceptualised by Taproot Dentsu.

     

    Anoop Manohar

    Speaking about the campaign, Anoop Manohar, Director – Emerging Categories, Coca-Cola India said: “The brief given to the agency was to showcase the unique process story of Smartwater. Our aim with this campaign is to help consumers relate to the bright idea that Smartwater is. As a premium water brand, Smartwater is more than just a product, it is a lifestyle choice, a frame of mind and an attitude of seeking the best;  all rolled into one.”

     

    Titus Upputuru

    Added Titus Upputuru, Creative Head, Taproot Dentsu: “Typically, brand campaigns are about what brands do for consumers. This brief was challenging. We were asked to talk about the manufacturing process. Now that could have gotten really boring. But we saw a parallel between the actors Rana Daggubatti, Radhika Apte and the product Smartwater. We found that they were all made differently. The choices that these actors have made in terms of the films and the characters is a testimony to this. The way Smartwater is made is inspired from the clouds. We found this very fascinating. So, we didn’t want to just relegate it to the product window. We wanted to romance it. The installation execution seemed appropriate for a premium brand like Smartwater. It was great to work with Rana Daggubatti and Radhika Apte.”

     

     

  • Dias will now also guide and mentor the creative output of all DAN India companies even as he continues his services with Taproot Dentsu

    Agnello Dias appointed Creative Chairman, DAN India

    By A Correspondent

     

    Dentsu Aegis Network (DAN) India has announced the appointment of Agnello Dias, Chief Creative Officer & Co-Founder Taproot Dentsu, as Creative Chairman, Dentsu Aegis Network India. In his new role, Dias will now also guide and mentor the creative output of all DAN India companies even as he continues his services with Taproot Dentsu.

     

    Said Aggie, as he is known in the industry: “Taproot Dentsu is now a robust, full-fledged agency, based in two cities and run by a team of capable and talented professionals. In fact, this is the team that has been at the forefront of everything the agency has done for some time now. With the structure now in place and Paddy (Santosh Padhi) leading the way with the rest of the team, it was felt that I could stretch myself to also work with the other hungry and talented teams across the DAN network in India. It is an exciting part of my life’s journey and I hope it’s fruitful for all.”

     

    Speaking on Dias’s enhanced role, Ashish Bhasin, CEO Greater South, Dentsu Aegis Network and Chairman & CEO India said: “It is really delightful to add on an additional responsibility of Creative Chairman DAN India to Aggie. The entire creative community in India looks up to Aggie for his tremendous achievements. His mentoring of creative talent across all DAN India agencies will make DAN India an unbeatable creative powerhouse. I am really glad that Aggie has agreed to stretch himself and share his unparalleled talent across the group. I look forward to him chairing the DAN India Creative Council.”

     

     

  • Taproot Dentsu bagged four metals at Adfest 2019 that took place in Pattaya, Thailand last week

    Indian agencies bag 16 awards at Adfest 2019

    By A Correspondent

     

    Taproot Dentsu came back with four metals at Adfest 2019 which concluded last weekend. Taproot’s metals were in the categories of Best integrated design campaign, Branded Entertainment, Outdoor and Design. All its awards came from Dulux paint for two different pieces “Painted by Paint” and ‘Nazar Battu’ in form of bronzes.

     

    Earlyman Films got two silvers one in cinematography and other one was for best use of music both for the much-awarded ‘The story of Kaveri’ film. TBWA secured a gold and silver in design for their book “Blink to Speak”. JWT won two bronzes one in film other in film craft for Blink Test. Cheil Gurgaon fetched a silver and a bronze for its work Good Vibes in Mobile category in user experience and downloadable tool.

     

    Grey earned two bronze – one in media and the other in small scale outdoor. McCann got a silver in press. WatConsul earned a bronze in the Mobile category. Besides these, India also secured 10 more finalist spots across different categories

     

     

  • 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.”

     

     

  • Advertising Club Calcutta recognises and awards not just creativity or the strategy behind campaigns but also iconic professionals 

    Agnello Dias in Ad Club Calcutta’s Hall of Fame

    By A Correspondent

     

    The Advertising Club Calcutta has inducted Agnello Dias, co-founder and Chief Creative Officer – Taproot Dentsu, into its Hall of Fame for the year 2019.

     

    The other recipients who have been inducted earlier include Alyque Padamsee (Lintas), RK Swamy (BBDO Advertising), Ram Sehgal (Contract), Simone Tata (Trent Ltd), Mohammad Khan (Enterprise), Mike Khanna (HTA), AG Krishnamurthy (Mudra Communications), Arun Nanda (Rediffusion DY&R), Dr. VJ Kurien (Amul), Roda Mehta (O&M), Aroon Purie (India Today), Ranjan Kapur (WPP India), Sam Balsara (Madison India), Prem Mehta (Lintas), R Balki (Lowe), Prasoon Joshi (McCann) and Piyush Pandey (Ogilvy & Mather) amongst others.

     

    Speaking on being inducted into the Hall of Fame, Dias said, “It is a privilege to be in the shadow of giants and I am grateful that an institution as respected as the Ad Club of Calcutta considered me worthy of this honour. It feels a tad intimidating to be honest and am truly grateful to the many hands that guided me along this journey.”