MxMIndia

Tag: Taproot Dentsu

  • As part of the campaign, Myntra has released two TVCs that highlight some of its key service features, such as easy returns and instant refunds with an aim to acquire new customers

    Myntra highlights returns and refunds policy in campaign

    By A Correspondent

     

    Myntra has kicked off an integrated marketing campaign to underscore its service offerings, targeted essentially at uninitiated shoppers across the country with a special focus on non-metro cities and small towns.

     

    Commenting on the campaign, Gunjan Soni, CMO, Myntra & Head- Jabong, said: “Non-metro cities are very important markets for Myntra as we see our next phase of growth coming from there.  Our research shows that over 30 million SEC A internet users in non-metros do not shop online and as a market leader we have launched this campaign to drive adoption among them.  We see about 25% of our daily acquisitions coming from this cohort and with this campaign we are looking at acquiring half a million new customers from this target group over the next three weeks.”

     

    Added Neeraj Kanitkar, Creative Director, Taproot Dentsu: “Myntra is undisputedly one of India’s most fashionable shopping outposts. Some shoppers though, especially from non-Metro cities, worry about the practicalities of the service features. Will my return be accepted? Will my return have to meet any requirements? When will I get a refund? And as a result simply stay away from shopping for fashion online. This campaign addresses these questions in a thoughtful, warm yet joyful manner. Which will hopefully get them to try Myntra, because once people try Myntra, they really do love it.”

     

     

  • The campaign titled – #DearMoney – attempts to "provoke people to start a conversation about money, with money!"

    Aditya Birla Capital launches with big blitz

    By A Correspondent

     

    You can’t miss it if you keep eyes open. Across 51 television channels, 14 radio stations, hundreds of outdoor shelters and all other happening digital platforms (save MxMIndia) – that’s Facebook, YouTube, Instagram and various other websites. We’ve heard of the formation of Aditya Birla Capital, the holding company of all the financial services businesses of the Aditya Birla Group.

     

    ABCL now replaces ABFS, short for Aditya Birla Financial Services. And ABCL will include Aditya Birla Finance Limited, Aditya Birla Sunlife Mutual Fund, Aditya Birla SunLife Insurance and Aditya Birla Health Insurance.

     

    The campaign titled – #DearMoney – attempts to “provoke people to start a conversation about money, with money!”

     

    Said Ajay Srinivasan, Chief Executive Officer, Aditya Birla Capital: “We are a brand built on empathy for people’s life’s needs and their hard-earned money. We are a brand that believes in earning people’s trust. And we are a brand that simplifies everything that is complicated with financial services. Our belief is that it is the empathy, the trust and the simplicity that will make us an endearing and preferred brand. Moving away from the traditional approach of pushing a product, our brand solutions are built on three key need pillars – Protecting, Investing and Financing. In everything we do and say, our endeavour will be to understand an individual’s needs and accordingly advice or recommend the right solution for their life’s needs, throughout their life. And with this, we believe we will change the way our category operates.”

     

    Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer – Aditya Birla Capital added: “A brand is like a personality with attributes and a purpose. It comes alive not just by what you see on TV or on billboards but by the way you experience the brand. We are not just launching a new Brand for the people of India, we are, in fact, putting into action a new role that Financial Services will play in the lives of every Indian. We are here to enable individuals to protect what they value; to invest so they can live a life they aspire to live; and to finance their dreams, needs and desires. We want to build this into a brand such that whenever a customer thinks of money, they think of us. We want to make this a pre-eminent brand in India standing for empathy, simplicity and top performance. This is how we will be able to earn people’s trust. And, only with their trust will they give us the permission to be their partners through all of their life’s needs.”

     

    Directed by Ram Madhvani, the TVC has been created by Taproot Dentsu with Foxy Moron Media handling the digital campaign roll-out and MindShare being responsible for digital and TV media planning. Fitch India was responsible for the creation of the new visual brand identity for Aditya Birla Capital.

     

     

  • The campaign is launched through a TVC with Set Wet’s brand ambassador Ranveer Singh

    Set Wet urges consumers to move away from traditional styling techniques

    By A Correspondent

     

    Marico’s male grooming brand, Set Wet Gels, has launched a new campaign ‘Sirf Bal Banao mat, Bal style karo’ for its consumers, urging them to embrace hair gels for styling their hair and move away from the regular and dated hair grooming techniques.

     

    Speaking about the launch of the campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said: “Young men in India are becoming increasingly fashion forward and looking at ways to transform their looks, so as to stand out. Set wet wants to help these men make an impression. The new campaign establishes the inadequacy of regular styling techniques and encourages consumers to transform their look with Set Wet hair gels.”

     

    Added Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: “A significant part of our TG believes that running a comb through hair or patting hair down with water is sufficient to make an impression. Our idea was to underline the difference between “baal banaana” and “baal style karna”, thereby making a strong case for gel. And of course, most importantly, to do this in the most un-boring way possible, keeping the Sada Sexy Raho tone of voice going.”

  • With these three, India's tally goes to 24, just three short of last year's tally of 27

    Day 3 @ Cannes2017: Three Silvers for India

    By A Correspondent

     

    It was mixed emotions for the Indian contingent on the third day of the week-long Cannes Lions festival of creativity.

     

    One was hoping that the three entries which bagged Silvers would win Golds for sure, if not a Grand Prix, But then there is a large jury at work, and there’s always an element of chance at Cannes Lions.

     

    In Innovation Lion, Leo Burnett India bagged a Silver Lion for HP Lubricant’s ‘Roads That Honk’.

     

    Meanwhile, in Direct Lions, McCann and Taproot Dentsu were each awarded a Silver Lion. While for McCann it was yet again for its work for Ministry of Public Health, Islamic Republic of Afghanistan (Immunity Charm) and for Taproot is was last years Adidas Odds campaign.

     

    There was no shortlist from India in Cyber, Mobile and Creative Data, the other three categories where metals were presented.

     

    With these three, India’s tally goes to 24, just three short of last year’s tally of 27.

     

  • The campaign is titled "SehathaitohZindagiBehad Hai"

    Aditya Birla Health Insurance launches product campaign

    By A Correspondent

     

    Aditya Birla Health Insurance has entered the market with an aim to expand the category to wider customer segments with a campaign titled “SehathaitohZindagiBehad Hai”.

     

    Ajay Kakar

    Said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group: “The health insurance industry is currently synonymous with Mediclaim and the reimbursement of hospitalisation expenses. Aditya Birla Health Insurance wishes to change that perception with its never-before products that promote health and health insurance, for all. Our campaign is designed to provoke mass India to self-realise the importance of health assurance and health insurance, while highlighting our very differentiated features that enable and encourage to do so”

     

     

    Agnello Dias

    Added Agnello Dias, Chief Creative Officer, Taproot Dentsu: “The Aditya Birla Health Insurance campaign followed an unusual process of not only casting real, non-actors but also shooting them live reacting to the stimulus for the first time in real time. Raw human truths may not always be overly dramatic but sometimes they can be unexpected due to being non-scripted, the attempt is to capture those realities.”

     

     

  • Showcases Airtel's wide range of products & services that enable best-in-class smartphone experience

    Airtel’s new campaign communicates why smartphones are smart as the network

    By A Correspondent

     

    Bharti Airtel rolled out a new campaign over the weekend to “reinforce its leadership as India’s best smartphone network”.

     

    Says Rajiv Mathrani, Chief Brand Officer, Bharti Airtel: “A digital lifestyle enabled by smartphones is fast becoming the new normal and customers look to do more and more with their devices. At Airtel, we have invested in world-class technology to build a future ready smartphone network that allows customers to do that much more with their smartphones. And what better way to showcase the endless possibilities of a smartphone on the Airtel network than through the limitless imagination of kids.”

     

    Added Agnello Dias, Co-founder and CCO, Taproot Dentsu, the agency that conceived the campaign: “Airtel always comes across as a future-ready mobile network as it constantly innovates and pushes the envelope. We thought there was a strong parallel in what a mobile network like Airtel can help smartphone users achieve and the innocent imagination of a child’s expectations from the world of tomorrow. So Airtel & Kids was an apt fit.”

     

  • The Life Saving Wallpapers help everyone make mobile wallpapers with emergency contacts and blood group

    Taproot innovates with Airtel’s life-saving wallpapers

     

     

    Taproot Dentsu has partnered with Airtel with an innovative solution for people who become unfortunate victims of accidents.In an accident or medical emergency, one may want to help, but there is no way a stranger can reach out to the victim’s family because the phone contacts are stuck behind pass codes.

     

    Taproot Dentsu’snew innovation addresses this issue with much ease. The Life Saving Wallpapers help everyone make mobile wallpapers with emergency contacts and blood group, so that that information remains accessible without having to unlockthe screen. Dentsu Web Chutney, Airtel’s Digital partner, supported the execution of the idea.

     

    Said Titus Upputuru, Creative Head, Taproot Dentsu, Gurgaon: “At Dentsu Aegis Network, we are innovating the way brands are built in today’s world. In the unfortunate circumstance of an accident, when the victim becomes unconscious or is badly injured, there is no way people can reach out to the victim’s family and friends because the contacts are hidden behind the phone’s passcode. That’s where Airtel’s Lifesaving Wallpapers come handy. All the important data such as emergency contact numbers and blood group details are now available on the phone screen through the customized wallpapers, so that people can reach out to those who need to be contacted and help the victims. Across India, people are benefitting from this initiative. Who thought Wallpapers can save lives, but in today’s world it is possible.”

     

  • The pan India campaign will run extensively during the Indian Premier League (IPL) 2017 season, of which Parle Products is also an associate sponsor

    Taproot Dentsu asserts popularity of brand Parle in latest campaign

    By A Correspondent

     

    Parle Products has launched an integrated brand campaign which showcases its portfolio of brands and a message that strongly links each of these brands back to the mother brand, Parle. Through the campaign, Parle wants the consumer to know how far and wide its range of product offerings go and how firmly entrenched they are in the daily lives of the consumer.

     

    Speaking about the campaign, Mayank Shah, Category Head, Parle Products said, “Parle Products has always offered its consumers something memorable for every occasion. Various brands from Parle form a part of almost every Indian household. Through this campaign, we aim to focus on these brands and connect it to the mother brand, Parle. The unique ad campaign showcases situations where people are oblivious to certain things in life, just like they are not aware of the multiple brands from the house of Parle. The treatment of the TVC is refreshing with a hint of quick wit and humour”

     

    Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: “We’ve all enjoyed Parle products for as long as we can remember. The aim of the campaign was to make their brand name synonymous with the huge range of goodies that we consume almost every day. With ‘NaamTohSuna Hi Hoga’, we’ve found a light and hopefully memorable way of driving the brand name and equity home. If their products have always brought a smile to our faces, why shouldn’t their ads?”

     

  • Santosh Padhi, co-founder and CCO of Taproot Dentsu, put his agency's #1 status in perspective

    Small is big and impactful: Santosh ‘Paddy’


    Santosh Paddy isn’t his real name. It’s Santosh Padhi. But the dual identities are just in the name… he’s always very forthright and clear in his views, not shy to show his emotions and passion for his work, and as this chat with Pradyuman Maheshwari shows, happy to put his win in perspective…

     

    #2 last year with a much smaller team than some of the biggies. And this year #1. As they ask sometimes on news television: kaisa lag raha hai aapko… how does it feel?

    I think we’ve been mostly in Top 2 over the last seven years and we ended up becoming #2 agency at Goafest when Ogilvy was there in 2012. Over the last few years we’ve been #2 and on a couple of occasions we were #3. But mostly we’ve been in the Top 3 and I think consistency is what we believe in strongly… We’ve always aimed for the top slot and we were pretty sure these 2-3 solid campaigns may take us to that top slot. I’m glad we’ve finally achieved this. But I’m not happy just being the #1 this year. I think if we can retain this for a couple of more years, we’ll be really happy. It’s easy to reach somewhere but difficult to retain the position. I’ll definitely make sure we’ll retain this title for a couple of years.

     

    For an agency that’s less than 10 years old, what does this win mean to you?

    I think it’s pretty big if you think it seriously. I’ve been telling my team that there have been agencies with 1000 people and competing for years and haven’t achieved this and we have. It’s everyone’s individual contribution. Thanks to our Delhi team. Because this year they’ve also contributed in a big way.

     

    Well, that’s a Dentsu agency that has metamorphosed into yours right?

    Though technically it was announced some time back but we have been working with them for close to 8-9 months. There are some very intelligent and sharp youngsters who’ve taken the Taproot philosophy ahead, so thanks to them as well to contribute to the tally because with one office of 30-35 people we can only stretch to a certain extent. But the minute we added one more office, we can see the result…

     

    We’ve also seen Social Street has done very well. Your agency is 8 years old. You have Social Street which is #2 or #3, depending on the way you rank agencies. Obviously it’s not important to be a 50-100-year-old agency to be maxing at Goafest.

    Absolutely. This is an era of small agencies and small is big and impactful these days. Look at the number of golds that smaller agencies have won this year. There are 15-odd agencies that have won gold here and 12 of them are all young agencies. They’re very specialised agencies, focusing on a few businesses but doing justice to a lot of them.

     

    You have an agency like Open Strategy and Design which have done 11 and 4 are Gold.

    Absolutely, they, Autumn Winter, Umbrella… many!

     

    Does that worry you?

    Absolutely not. I always think competition is healthy. Competition makes you better, sharper, more creative. It keeps you on your toes and I love that challenge. We want that competition. Then only the industry can get better.

     

    In the light of what you said, there’s always a sentiment that you’ve come on top without the top agencies participating. Your comments?

    I don’t think a great piece of work will get impacted whether there are two or 20 agencies. That work will get celebrated. Adidas Odds has won in a big way at Adfest. It’s won here as well. If there were five more agencies, I’m sure Odds wouldn’t have got impacted because great people will appreciate great work. I’m not worried about that. Having said that, if you look at our past international wins, in four out of eight years, Taproot has topped at Cannes where all the big players were there. It’s unfortunate some of the key big agencies are not there at Goafest. It’s very unfortunate because I believe that if you have the Australias and South Africas of the world playing cricket with you, you always lot better. You are on your toes, you want to push, you want to contribute. So, the challenges are good. And unfortunately these guys have not been coming and staying away from Goafest which is also not a good, healthy sign for the industry. I’d request these guys to come together and have all our differences killed and do whatever is needed especially for the youngsters of the agency. Winning a gold and a couple of metals for smaller agencies is a boost. They will do lot better work next year. When we were young, someone gave us this platform. It’s our duty to ensure one big, healthy award festival happens in whatever form it takes.

     

    Why speak about other agencies. Even Aggie (Agnello Dias) doesn’t come for the Goafest and the Abby?

    You know Aggie well, he’s a shy guy. He always shies away from such events where there are more than 40-50 people. I’m scared that if there are more than 80 in Taproot, he might not come to office also(laughs). So, he’s a shy guy and in spite of pushing him, pulling him…

     

    You more than make up for that.

    We try to, but as you know Aggie is Aggie.

     

    You are aware of the body of work that was produced last year in in India. If you had to put include the agencies who haven’t participated, how do you think you would’ve fared?

    I think the boundaries are getting blurred in terms of the mediums. I’m so glad that lots and lots of new age ideas are coming forward or being done for brands. We’re no more a traditional country which does TV, Print and Outdoor. I’ve seen a lot of design work, activation ideas, a lot of direct ideas, lot of digital, mobile ideas being done. So, I think, we’re living in a world where you can’t say this is an agency doing well or is expected to do well. I think today there are specialist guys coming and contributing. I’d love to give the Jonty Rhodes example. Without even coming to bat, by just fielding, he scored 25 runs for his team by fielding so well. That’s the kind of specialty agencies in India are getting into. There are all great performers. So, it’s not that if the Top Performers are here, these guys will stop performing or winning. I think the country is in a fantastic state with a lot of new contributors adding to it and we should applaud these things.

     

    Do you think you’d still be No. 1 had the others been there?

    I think we would have won the same no. of metals but I think we wouldn’t be #1 or #2 because the moment a big agency with six offices comes in, it will obviously override the work our two offices have done. But having said that I don’t think we’ve seen work from agencies as powerful as Adidas Odds, but I think we’re really proud of that piece of work. And another piece of work we’re equally proud of is the Open Network campaign, Unfortunately, that didn’t pick up many metals. But I’d be a little happy had it picked up more metals.

     

    I know this is a celebratory mood. But since we don’t do these interviews too often, lemme ask: One of the things said about your work is that while you are a creative hotshop, in terms of effectiveness you don’t win too many awards. How would you react to a charge like this?

    To be frank, we didn’t enter effectiveness awards the way we should have entered. It’s a format. Somebody has to take that format seriously. We’re creative guys, so we have been entering creative work. Early on, we didn’t even enter creative awards. So, to be frank, we have been only entering Effies, and not the APAC awards. Some of the pieces of work we have produced have huge chances of winning at APAC level also. For example, Open Network or Adidas Odd*, I’m sure these will win big time but I don’t think we’re that gung-ho about entering effectiveness awards. There are some agencies who believe in effectiveness. We believe that if you create a great piece of creative campaign, it’s going to effect in a positive way. Maybe it’s an effective campaign, that’s why clients are buying it, it’s been celebrated. It’s a matter of cutting that case study in a way that it impresses the Effie judges, and we’ve not done that. We haven’t put our energy behind pleasing those juries. So, it’s a matter of getting those numbers and charts and XYZ, which I think being a small agency we haven’t done…to be frank.

     

    One last question, since we are on awards. Typically Taproot doesn’t participate at Kyoorius, is that going to change?

    There is a reason. We always believe there has to be a single award. We enter Cannes which is the biggest international award. We skip Cleo, D&AD and many other awards because one has a limited budget to invest. You can’t enter all 20-25 award shows happening across the world. So, you have to choose your battle carefully and we always believe after years of battle, the industry decided here is an award we all should be proud of, we should be entering. And we’ve been entering since the last eight years….

     

    You are on the Kyoorius jury this year and Aggie was there last year. So, you have nothing against it?

    Yes. Correct. It’s a matter of deciding you have 10 units. Whether you want to divide and put 5 in both places or gun for one and put all 10 units in one place. Because it’s an expensive affair. You can’t put two, two places. It becomes really expensive. So, nothing against it. I think Kyoorius is getting better year-on-year. There are more Indian juries this year compared to the last two years. Because, if it’s a local award, Indian jury will do far more justice compared to an international jury and somehow Rajesh has been taking care of those small things that make the festival better and they are getting better.

     

  • Taproot also wins two bronzes for both their Adidas films

    Taproot Dentsu wins sole integrated gold lotus at Adfest for Adidas

    By A Correspondent

     

    We had predicted that that the work done on the Adidas Odds campaign by Taproot Dentsu will be big winners in the awards circuit this year.

    And like we said, Taproot Dentsu bagged the sole integrated gold awarded for Adidas Odds campaign which also won two golds in the Promotion and Film Craft categories at Adfest 2017 held last week. It also bagged three bronzes two for films and another for Promo integrated again for Adidas

    Said Santosh Padhi, Chief Creative Officer and Co-founder, Taproot Dentsu: “This campaign is and will remain close to my heart for the simplicity and honest of the campaign and approach, I’m happy to win this biggest honour for India and us, this is only integrated gold Lotus which was awarded in the whole of Asian region and I’m glad Indian has won at this global/ Asian forum…India is still seen as a traditional advertising country and to win a big honour like this will certainly help us /Indians seen as a new age player in the global advertising market.”

  • The Airtel Girl and her friends will answer it in a brand new campaign, which went on air recently

    Airtel girl back with new brand promise

    By A Correspondent

     

    Sasha Chhetri, the Airtel Girl, and her friends are back in a brand new campaign. This time they are trying to figure out which mobile network is India’s fastest and what’s the proof for it.

     

    Conceived by Taproot-Dentsu, a 360-degree media mix led by TV will see renderings in Outdoor, Print, Radio and Digital.

     

    Said Rajiv Mathrani, Chief Brand Officer, Bharti Airtel:“Our new campaign is aimed at reinforcing our superior network capability that enables us to deliver best in class online experience to our customers across the country.”

     

    Added Agnello Dias of Taproot Advertising, “Ookla is the world leader in speed tests and all we had to communicate is that it had proven Airtel to be the fastest in India. We chose to do it via an all too familiar face”

     

  • India's next-gen eyewear innovator is poised to make wearing eyeglasses sexy

    Lenskart.com launches new ad campaign – ‘Specsy is the new Sexy’

    By A Correspondent

     

    Lenskart.com has launched its brand new advertising campaign, ‘Specsy is the new Sexy’, that aims to make eyeglasses a must have accessory for the upwardly mobile Indian.

     

    In the new ad campaign conceptualized by Taproot Denstu, Lenskart.com builds on the positives of wearing eyeglasses,positioning them as a cool accessory that helps wearers make the right impression no matter what the situation and demonstrates just how easy it is to buy a pair on Lenskart.com

     

    Speaking on the idea behind the campaign, Peyush Bansal, CEO, Lenskart, commented, “We wanted to expand the reach and appeal of our products to a larger audience. Gone are the days when spectacles were seen as an unwanted style killer. Today they have emerged as a cool fashion accessory, lending an edge and a signature style to wearers. We wanted to broadcast this idea to the whole world. We at Lenskart, love spectacles and do everything we can to make consumers, who need them, love wearing and buying them. We hope people who need spectacles will no longer feel shy of wearing them.Our brand essence is addictive playfulness and we wanted to bring it alive for our consumers”.

     

    Said Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu: :Traditionally, wearing specs has been a bit of a handicap. Chashmish, 4-Eyes, Double Battery and other such nicknames have been given to people with specs and clearly not to flatter them. Today, the tables have turned and as India’s best-known eyewear e-tailer, Lenskart’s new campaign demonstrates why being specsy is actually an advantage, in the brand’s trademark tongue-in-cheek style.”