MxMIndia

Tag: Taproot Dentsu

  • The film has been conceptualised by Taproot Dentsu

    Taproot film creates film for Star Sports to promote Ind-Aus series

    By A Correspondent

     

    Setting the tone for the upcoming Australia-India cricket tour, Star Sports has rolled out a humorous campaign around the same. The film has been conceptualised by Taproot Dentsu.

     

    Said Gautam Thakar, CEO, Star Sports: “The campaign amplifies the fun banter that all fans look forward to in every India vs Australia series. This series kicks off a “summer of cricket” on Star Sports including the VIVO IPL and the ICC World Cup. We are even more excited this year as we will now telecast this on our dedicated sports channels in Tamil, Telugu, and Kannada for our regional viewers apart from our existing English and Hindi feeds.”

     

    Speaking about the campaign, Taproot Dentsu CCO Santosh Padhi added: “Cricket banter gets a lot of attention in popular media and Paine’s remark has provided grist to our creative mill. The Aussies are good sports and we’ve used their dig against them, to set up a face-off between the two teams. A cheeky personality like Sehwag was an easy choice as the celebrity face for this campaign.”

     

     

  • The campaign stars Anil Kumble

    Taproot Dentsu launches new campaign for CricketNext

    By A Correspondent

     

    Taproot Dentsu has rolled out a campaign for Network 18’s CricketNext. The app is designed such that it is a forum for fans to voice their opinion and post video comments, along with other standard features such as live score updates. In keeping with this theme, the films celebrate these opinionated fans.

     

    Speaking about the campaign, Rahul Kansal, Group Brand Advisor, Network18 said: “Cricket Next is a next level app for the next level fan. Beyond just giving live scores and basic commentary, it invites passionate cricket fans to offer their opinions and share their insights on the game. The film tries to dramatise this promise… that it’s an app where fans rule.

     

    Added Neeraj Kanitkar, Creative Director, Taproot Dentsu: “The all-new CricketNext app is a homage to the ultimate cricket fan who is always ready with an opinion but has nowhere to voice it. This app is a platform where this fan’s every opinion on team selection, on-field strategies etc. is not only heard but welcomed. The TVCs are a dramatic representation of this, with Anil Kumble literally breaking the fourth wall and acknowledging the ultimate fan’s opinion.”

     

     

  • Taproot Dentsu will be involved in the strategy, brand building, and advertising campaign

    Taproot Dentsu bags Big FM mandate

    By A Correspondent

     

    Taproot Dentsu has acquired advertising duties for 92.7 Big FM India. The agency will service the account from its Mumbai office.

     

    The mandate entails strategic positioning, product reach and frequency and re-packaging the channel as a whole. Taproot Dentsu will be involved in the strategy, brand building, advertising campaign and some show concepts across some outdoor and radio campaigns.

     

    Ayesha Ghosh

    Talking about the collaboration, Ayesha Ghosh, General Manager, Taproot Dentsu Mumbai, said: “We are happy to be working with Big FM. The task of repositioning a brand is always most exciting, considering that it’s like a rebirth that one must design with utmost care. From “Suno, sunao, life banao” to the plausible next stage in the brand’s journey, there was a wide spectrum to cover. Eventually, with unanimous agreement on what we should stand for, nuancing the personality in great detail and laying out a sustainable plan, we are ready to go live. This positioning will drive all that Big FM stands for; from content to packaging to communication. We look forward to a successful launch and continued consumer relevance thereon, because it is a thought that we all believe firmly in and are eager to spread far and wide.”

     

    Sunil Kumaran

    On the subject of repositioning, Sunil Kumaran, Country Head, THWINK (Big FM’s short-form video and audio talent incubator and marquee content studio) added: “We were at a stage where the category was moving from being just a provider of entertainment, to being torch bearers of improvement and progress towards a better world. From our interactive relationship with the audience, we wanted to take it to the next level with our listeners, by making both them and ourselves responsible for a better tomorrow. “Dhun badal ke toh dekho” is something we strongly believe in, because at every level, truly, change in the world will begin only with change in the mind. We plan to live this and own this every day with our every move and hope to transcend the relevance of this thought from our collective conviction to our audience’s, and of course, the world at large.”

     

     

  • The ad has being conceptualised and driven by Taproot Dentsu

    Onida’s Devil makes a comeback for new print ad

    By A Correspondent

     

    Onida has launched its new print ad campaign ‘Maximum Impact –Maximum Sound’ for its newly launched KY Super Thunder Smart TV.  The ad has being conceptualised and driven by Taproot Dentsu.

     

    Vijay Mansukhani

    Commenting on this occasion, Vijay Mansukhani, MD, Mirc Electronics Ltd said “Television technology has changed by leaps and bounds over the last ten years. Onida is known for introducing innovative and advanced products by its experienced R&D team from time to time. The KY Super Thunder has a great sound, 4k picture quality and much required smartness in the TV.

     

    We are the only company which has been working on both sound and picture quality, whereas others have been focussing only on quality of the picture. As promised in the past, Devil is back and now represents entire brand Onida as a brand.”

     

     

  • The agency won the account following a multi-agency pitch

    Eureka Forbes appoints Taproot Dentsu as its creative agency

    By A Correspondent

     

    Eureka Forbes has roped in Taproot Dentsu to handle its creative duties. The agency won the account following a multi-agency pitch.

     

    Under this new partnership, Taproot Dentsu  will now be responsible for Eureka Forbes’ brands across the categories of water purifiers, air purifiers, vacuum cleaners and security and surveillance solutions. With Taproot Dentsu on board, Eureka Forbes plans to further fortify its position as category leaders.

     

    Said Marzin R Shroff, MD and CEO at Eureka Forbes: “Taproot Dentsu’s creative ideas and holistic approach resonates with our ideology and strategy. We are confident that the agency’s understanding of our business and categories will help us in making our brands more engaging, intriguing and relevant to all our stakeholders. We wish the team success and look forward to an exciting journey together. I would also like to acknowledge the contribution of Triton Communications that has helped us create and build our iconic brands over the last three decades.”

     

    Added Umesh Shrikhande, CEO – Taproot Dentsu: “Aquaguard from Eureka Forbes is a brand that has been a leader and pioneer in the water purification space. For most Indian consumers, the name is synonymous with the category. The work they have done spanning visionary R&D, specialist selling and social initiatives is staggering. It is our privilege to get this opportunity to help the brand strengthen its leadership position. Equally, we are excited to work on their other important brands like Euroclean Vacuum Cleaners, Aeroguard Air Purifiers and EuroVigil Security Solutions, which are leaders in their own right.”

     

    Said Santosh Padhi, Co-founder and Chief Creative Officer – Taproot Dentsu: “It is always challenging to create sharp and memorable communication for a rational/scientific category. More so when you are dealing with a respected leader brand like Aquaguard. We will pull out all stops to make sure that we create winning communication that’s differentiated.”

     

     

  • The brief to Taproot was to reclaim a territory for Milano

    Taproot Dentsu, Parle launch new films for Milano

    By A Correspondent

     

    Parle, in association with Taproot Dentsu, has launched a series of films for its premium biscuit offering Platina Milano.

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said: “Since the launch of the Platina range last May, we have observed a renewed interest among consumers towards Parle’s premium offerings. We have always been innovators across categories and while we were happy that our premium brands were being well received, we also felt the need to bring something refreshingly new to the consumers. Extensive research and understanding of our target audience’s evolving tastes led us to add new variants to the Milano range, which consequently resulted in India’s first cookie with Hazelnut filling by an FMCG brand.”

     

    Added Ayesha Ghosh, General Manager, Taproot Dentsu Mumbai: “In times where balance and perfection are being chased and when indulgence is frowned upon, our task was to carve out a special guilt-free place in the minds of consumers for a rich, delicious cookie like Milano. The idea that followed was to approach it from an individual’s perspective, bringing out the importance of irreverent self-pampering. The fact that Twinkle Khanna personally identified with the messaging, further spurred off the idea for us to also add the element of ‘There’s a me in every Milano’ in the TVCs. Overall, the ads have been shot in a manner to remind us that every now and then, it’s okay to listen to your heart, give in to a craving and bite into that tempting cookie!”

     

     

  • Has tied up with India Premier League (IPL), spends Rs. 25 to 30 crore on advertising across all formats for the current year

    Devil makes a return at Onida

     

     

    Mr Murthy of Voltas move over. Onida has launched its new advertising campaign for its air-conditioners for the summer season. The company is spending Rs 25 to 30 crore on advertising across all formats like television, print, outdoor and digital. Onidahas tied up with India Premier League (IPL) for advertising and is spending Rs 20 crore alone on IPL advertising.

     

    The brand has roped in Taproot Dentsu to conceptualise the summer campaign. The intention is to demonstrate the power of an Onida AC and give the brand a distinctive voice among the scores of air conditioner and cooler brands that are present through the season.

     

    Commenting on the association, Umesh Shrikhande, CEO, Taproot Dentsu said: “We were quite bowled over to learn of the many innovations that Onida has engineered for its products. This was a case of a very good and well-priced product not getting its due, thanks to the big budgets of the many brands in the category. The task of communication was to get the brand top of mind through communication that would make people sit up and take notice. I believe we have risen to this challenge well.”

     

    Added Vijay Mansukhani, MD, Mirc Electronics Ltd: “We are very happy to announce that our iconic devil, with which the masses resonated with is back. With the company now turning profitable and Onida offering product for product and design for design in comparison with the other consumer durable goods available in the market.”

     

     

  • The campaign calls out customers to try all networks and then decide for themselves which one is the best

    New Airtel promise: “Sab Kuch Try Karo, Fir Sahi Chuno”

    By A Correspondent

     

    Bharti Airtel rolled out a new campaign claiming to be India’s fastest mobile network. The campaignhas been conceived by Taproot Dentsu.The new campaign takes a fresh approach with a bold and direct theme – “Sab Kuch Try Karo, Fir SahiChuno”.

     

    Said Rajiv Mathrani, Chief Brand & Online Officer, Bharti Airtel: “This campaign aims to build an open and honest conversation with customers and re-affirm Airtel’s confidence in its network. During our consumer work, we discovered that several customers who had moved from Airtel to other networks are now coming back as they were convinced that Airtel is the best. This is a powerful insight. And the strength of Airtel’s network has been consistently recognised by the world’s leading speedtest app. This is also a reflection of the massive investments in new technology and advanced networks we have made over the past couple of years.”

     

    Added Agnello Dias, Co-founder and CCO of Taproot Dentsu: “The idea was to communicate Airtel’s confident belief that if one were to actually test all the network services, Airtel would come out best. When India’s largest telecom network steps out and actually puts itself up for scrutiny by confidently encouraging all users to go out and test every other network before choosing the right one, it is a big bold step that asserts the brand’s confidence in its delivery.

     

     

  • The channel will bring together Discovery’s unique storytelling and the best of real-life entertainment through stories aimed at inspiring millions

    Discovery appoints Taproot Dentsu to create promos for Jeet

    By A Correspondent

     

    Discovery Jeet, which is set to launch on February 1, has roped in Taproot Dentsu to create promos for the channel’s marquee shows.

     

    Commenting on the association, Karan Bajaj, Senior Vice President & General Manager – South Asia, Discovery Communications India said: “We are delighted to have Taproot Dentsu on board. Taproot Dentsu’s team grasped the communication briefs in total and delivered clutter breaking creative ideas capturing Discovery Jeet’s ethos of ‘Hai Mumkin’. Simultaneously, the agency was also very impactful in bringing to the fore the protagonist’s journey of overcoming all odds.”

     

    Said Ayesha Ghosh, General Manager – Taproot Dentsu (Mumbai) said: “Discovery Jeet’s programming content and quality is quite refreshing. Their philosophy is inspiring and we are excited to be part of this launch. The vision for the promos of their lead shows is an extension of this fresh approach. The intention is to engage the Hindi GEC audience in a way that has never been done before. And I think we have successfully risen to this challenge.”

     

    Added Yogesh Rijwani, Associate Creative Director – Taproot Dentsu (Mumbai) said: “While Baba Ramdev is an exceptionally well-known personality, most people have only seen him either teaching Yoga or in Patanjali ads. Therefore, to show his rise above the opposition he faced, we needed to present him in a different avatar. By using shadow play, we could depict him metaphorically defeat every baddie that came his way, like a superhero of sorts.”

     

     

  • Danone India is part of the global food-products multinational corporation Danone, headquartered in Paris

    Taproot Dentsu to handle creative duties for Protinex

    By A Correspondent

     

    Danone India has roped in Taproot Dentsu as its creative agency on record for the entire portfolio of its health food drink brand, Protinex.

     

    Commenting on the development, Himanshu Bakshi, Marketing Head – Danone India said: “Protinex has been built on 60 years of doctors’ recommended trust. Brand positioning and portfolio presents a huge opportunity to establish as an everyday family health brand with a clear differentiator on protein. Taproot Dentsu has been quite instrumental to bring alive this paradigm shift on the brand. The team, with its strong planning and creative minds, has already delivered multiple campaigns to help build protein relevance across cohorts through the lens of Protinex. We feel very confident to strengthen the Protinex-Taproot Dentsu partnership, especially when the brand and category is at the cusp of a new dimension of expansion, innovations and growth. We look forward to a stronger collaboration in the future.”

     

    Added Umesh Shrikhande, CEO – Taproot Dentsu: “Danone’s global mission to ‘Bring Health Through Food To As Many People As Possible’ allows us to address unmet needs for the greater good. In India, eclectic dietary patterns and cultural nuances provide a huge demand creation opportunity to food brands that offer serious nutrition. We are committed to creating persuasive conversations that build on Danone’s strong and scientific brand propositions.”

  • The new campaign brings alive the brand promise of consumer experience and discoveries

    Expedia campaign targets Indian travelers

    By A Correspondent

     

    Travel portal Expedia has launched a new ad campaign for Indian consumers themed – What a pleasant surprise! The ad, conceptualised by Taproot Dentsu, aims to acquire new shoppers and customers to the site and get them to try Expedia for booking travel with enhanced facilities like zero booking fee on over 500 airlines across the globe and free cancellation on 220,000 hotels globally.

     

    Speaking about the campaign, Manmeet Ahluwalia, Marketing Head, Expedia in India said: “The brief given to the agency was to showcase and address trepidation, hesitancy, and state of inertia that keeps consumers away from trying something new in life and the associated surprise, joy and contentment of that new experience. Our aim with this campaign is to encourage new users to visit and experience Expedia and generate awareness amongst the consumers about our Zero Booking fee on flights and Free cancellation on hotels, in order to help the consumers save money and ensure a pleasant experience while managing their travel.”

     

    Added Titus Upputuru, Creative Head, Taproot Dentsu: “Unless we try something, we will never know. This is the key insight we developed into a campaign where the protagonists try out things that they’ve never tried before. As a result, they end up discovering experiences that they thoroughly enjoy! Not only that, once ‘bitten’ by the experience, the protagonists don’t want to stop. We hope new consumers try Expedia.co.in and find to their delight and surprise, exciting experiences!”

     

     

  • 'Aaj Kya Khaoge' is the governing thought behind Veeba's new brand campaign

    Veeba explores innovators in Indian kitchens

    By A Correspondent

     

    Veeba has launching its first national marketing campaign with a strategy to align itself closely with the creativity in Indian kitchens under the strapline “Aaj Kya Khaoge?”

     

    Said Viraj Bahl of Veeba: “As a brand that is in tune with the young and modern Indian, we are sensitive to the changing dynamics in the kitchen. With Veeba every member of the family could cook and consume the food. One of the most asked question in every household is “Aaj Kya Khaoge?” and our wide range of tasty products aim to answer just that. We have a product for every mood and occasion.

     

    The campaign has been created in partnership with Taproot Dentsu and MSix.

     

    Added Titus Upputuru, Creative Head, Taproot Dentsu:“Kitchen is the new playground. Men and women are increasingly finding joy in being creative with food! This is where we found the sweet spot for Veeba’s first television campaign,“Aaj Kya Khaoge?” As the husband and wife duo get creative with Veeba, they engage in playful banter that derives its inspiration from everyday conversations over food”.

     

    Said Saket Sinha, Leader, mSix India: “As the media agency on record for Veeba, mSix is planning to engage consumers with various touch points across a multi- channel integrated campaign. We will put in our best to deliver the desired outcome for Veeba.”