MxMIndia

Tag: Taproot Dentsu

  • The campaign from Taproot-Dentsu takes a bold approach to communicating the initiative with a media-mix of TV, Print, Outdoor and Digital

    Airtel rolls out 360-deg campaign around Open Network

    By A Correspondent

     

    In another industry first initiative, Airtel has opened up its entire mobile network information to its customers through an interactive online interface. The new interface will display Airtel’s mobile network coverage across India in addition to site/tower deployment status.

     

    Using a simple colour scheme, the interface will allow customers to check if the Airtel mobile network in the area is excellent, good, moderate or the area has no coverage, along with the status of corresponding sites/towers serving the area – existing, required, being upgraded or forcibly shut down. The interface uses advance geospatial tools and other technologies for accurate reporting of network coverage.

     

    The new interface, will be available on www.airtel.in/opennetwork and myAirtel app and, will also allow customers to report their network related issues in an easy fashion.

     

    The Open Network initiative will be communicated to consumers through a bold and path-breaking communication mix that will include TV, Print, Outdoor, and Digital.

     

    Rajiv Mathrani, Chief Brand Officer, Bharti Airtel, said, “This is a path-breaking campaign in the journey of brand Airtel and a frank conversation with the customer. Network quality is at the core of the experience we deliver to our customers and we are willing to say that our network can certainly be better. We are opening ourselves to feedback and questions from our customers and inviting them to help us make our network better. The look & feel, tonality of the communication is very different from past Airtel communication and we hope that it will help the brand establish a strong connect with customers.”

     

  • The campaign aims to address the inhibitions of around 20mn offline shoppers

    Myntra launches brand campaign to woo offline shoppers

    By A Correspondent

     

    Myntra announced the launch of a new brand campaign ‘Try Myntra. You’ll Love It’, targeted at fashion and lifestyle shoppers who are yet to board the online bandwagon. The campaign aims to address the inhibitions of around 20mn offline shoppers who transact for other services online but are faced with a resistance to purchase fashion online.

     

    Specific barriers such as the need to touch and feel fashion products and perception of complicated exchange policy, among others, have been addressed craftily through a well scripted story board that conveys the message powerfully. Conceptualized by Shirsha Guha and produced by OINK Films, these two 35 second TVC’s have begun airing on all major national channels, digital platform and also radio & outdoor medium in select markets.

    The campaign hinges on the belief that existing customers are allies who can convince the non-buyers by allowing them to unknowingly enjoy a hassle-free online shopping experience. Performing in the TVC are actors Abhay Deol & Ira Dubey, Prateik Babbar & Amol Parashar who through their roles get across the message of ‘Try Myntra. You’ll Love It’. The situations and script construct are crafted to mirror and dispel the fears and concerns faced by ‘non-buyers of online fashion’ and give Myntra a try. It also highlights the brand’s service propositions such as curated collection from over 2000 Indian & International brands, 100% authentic products and quick refunds for a remarkable online shopping experience

     

    The above celebrities were specifically chosen for the role as their image complements that of Myntra’s as they are young, vibrant, with aspiration and readily relate to Myntra’s Target Group.

     

    Speaking about the campaign, Myntra’s CMO & Head of International Brands, Gunjan Soni said, “Myntra as a brand has a clear vision to be the most vibrant, fashion forward and yet friendly & relatable brand that helps Indians look good. This campaign aims to influence India’s offline shoppers by addressing their inhibitions towards online fashion and show to them in a light hearted way how easy and fun shopping on Myntra is.  We are working hard everyday to ensure shopping on Myntra is the best ‘fashion shopping experience’ at every step – great brands, fantastic selection, timely delivery and early doorstep returns. We have used existing Myntra shoppers as our allies and voice in delivering this message. ”

     

    Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “There are 80 million well-groomed, brand-conscious, internet-savvy people out there, who buy everything online, except fashion. Their minds tell them that a platform like Myntra will give them the range, quality, trends and looks that they seek. But their hearts don’t quite agree. Logic and rational reasoning have clearly been insufficient to convert them. So we put forward an argument that they can’t possibly win. After all, how do you dislike something just after you’ve liked it?”

     

  • The agency attempts a tongue-in-cheek spin on the Airtel girl’s character

    Taproot unveils Airtel 4G campaign

    By A Correspondent

     

    The ubiquitous Airtel 4G Girl is back in a new avatar starting today as she goes on a vacation with her friends. Airtel’s new campaign around its 4G services starring Sasha Chhetri went on air today in the the India New Zealand match of the ICC World T-20 Cup on Tuesday.

     

    Taproot Dentsu has unveiled a new campaign for Airtel’s 4G service. Here are some details, as per a communiqué received from Taproot:

     

    Over the last few months the ubiquitous Airtel girl has become synonymous with the launch of 4G in the country. Loved, trolled, debated and discussed in equal measure she has gone on to become one of the highly salient brand advocates in recent times.

     

    As the competition gets ready with starting out with 4G in the country, Airtel has moved on to delivering the power of 4G speed to the far reaches of the country. It is an important phase in the Airtel 4G campaign and we thought it would be interesting to get a tongue-in-cheek spin on her character, showing her now trying to take a break from 4G advocacy but ending up finding the brand’s influence preceding her.

     

    It is a bright, brave campaign from a brand of this stature and drives home the underlying message that Airtel 4G is not only fast but available in more parts of the country than one would think.

     

    The Films:

    Shimla 40 sec – https://youtu.be/Em_Ov3h0C3U

    Shillong 35 sec – https://youtu.be/ZIZK85eVFYM

     

    Clientspeak: Srinivasan Gopalan, Director – Consumer Business, Bharti Airtel (India & SA) says, “Airtel has established a clear leadership in the 4G category, both in terms of network presence and brand communication. Sasha has become the face of 4G in India and we believe that the new campaign, which communicates the unmatched reach of Airtel’s 4G network, will further strengthen our data proposition and help us build on our first mover advantage.”

     

    Agencyspeak: Agnello Dias, “We have seen a lot of the Airtel 4G girl in recent times. And she’s powerfully built 4G association with Airtel. We thought it would be great if we could take a cheeky look at her ubiquity. So this time instead of continuously advocating the brand, we have taken a different spin on her character while driving home a strong network message.”

     

    Credits:

    Client- Airtel

    Agency- Taproot Dentsu India Communication Pvt. Ltd.

    CCO- Agnello Dias/ Santosh Padhi

    CEO- Umesh Shrikhande

    Writers- Agnello Dias/Pallavi Chakravarti

    Account Management- Gargi Vegiraju/ Alekhya Marada/ Sana Patel

    Art- Santosh Padhi/ Durvesh Gaikar/ Rutuja Mali

     

    Production House Credits:

    Equinox Films Pvt. Ltd, Mumbai

    Director – Ram Madhvani/ Nitin Parmar

    Producer/Executive Producer – Manoj Shroff/ Sia Bhuyan

     

  • D&AD has announced its juries for the 54th annual professional awards

    R Balki and Prasoon Joshi to be jury foremen at D&AD, Aggie, Anil Nair, Mohor Ray & Shanoo Bhatia also on jury

    By A Correspondent

     

    D&AD has announced its juries for the 54th annual professional awards. In keeping with tradition, the D&AD Awards will be judged by some of the international creative communities’ highest profile members, notes a communiqué. Prasoon Joshi and R Balki are Jury Foreman heading the juries of the Writing and Film Craft categories respectively. In addition, Agnello Dias, Chief Creative Officer, Founder, Taproot Dentsu, Anil Nail, CEO, Managing Partner, L&K Saatchi & Saatchi, Mohor Ray, Co-Founder, Designer, Codesign and Shanoo Bhatia, Founder Director, Eumo are also on the jury.

     

  • IOAA also provides a common platform for the industry to take up issues at various government and non-government forums

    Everything is better when it’s Outdoor, says new campaign for IOAA

    By A Correspondent

     

    In September 2007, leading Out-Of-Home companies with national or, at least, multi-regional presence came together to form the Indian Outdoor Advertising Association (IOAA), a ‘not-for-profit’ company with limited liability.

     

    The primary objective of the IOAA is to promote, protect and advance the rightful interests of outdoor media, outdoor advertising media companies and associated businesses. IOAA also provides a common platform for the industry to take up issues at various government and non-government forums.

     

    In August this year, a campaign was launched during an outdoor industry gathering OAC (Outdoor Asia Convention) where around 400 industry leaders across India had gathered, which highlighted the ‘Power of Outdoors’. Conceptualized by Taproot and brought to life by PrashantGodbole, the campaign serves to reinvigorate the outdoor medium.This team had earlier partnered last year to create the Cannes Lion winning campaign ‘Hated by Some’ for Mumbai Mirror.

     

    At any given point many billboards across the country are empty, either with the media owner’s logo or phone number, we wanted them to utilize that space to communicate to the brands, advertisers, media planners etc in interesting way by putting this campaign up on their empty billboards to benefit the outdoor industry, hence the campaign was launched in front of this community during the OAC in August,

     

    The campaign was shot in different parts of India like the Rann of Kutch, Wai etc. to bring out the pan-India flavor.

     

    Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot Dentsu said:“The idea comes from a simple human behavior of seeking shared experiences when outdoors. A fact abundantly observed across India, where a TV or Radio when kept outdoors always attracts a large gathering of people. That the power of the outdoor medium transcends regular boundaries and does wonders for other mediums too.”

     

    “It has been observed in the last decade that people have been spending more and more time out-of-home. Unfortunately, OOH in India has not yet capitalized on this insight. So it was imperative for us to reach out to advertisers & planners through a very powerful advertisement campaign to highlight the strength of the Outdoor medium. We feel this campaign brings out the message loud and clear in a very simple way,” said Noomi Mehta, Chairman – IOAA.

     

  • The objective of the campaign was therefore to help them rediscover the joys of sharing, specifically on Facebook, and all the wonderful things that it leads to

    Facebook urges women to rediscover the joys of sharing

    By A Correspondent

     

    Facebook India recently launched a campaign to encourage women in smaller towns across India to share more on Facebook. Conceptualised by Taproot, the three digital films, titled ‘Clothes’, ‘Sangeeta’ and ‘Jhansi’, aim to re-introduce the magic of Facebook to those who have taken to it but not to sharing on it.

     

    According to statistics while a majority of these women were accessing Facebook through their mobile phones regularly, they were not sharing as much personal content in the form of posts, videos or pictures but viewing other content as passive consumers. The objective of the campaign was therefore to help them rediscover the joys of sharing, specifically on Facebook, and all the wonderful things that it leads to.

     

    For maximum impact, the campaign was broken into 2 phases- the first phase being to inspire sharing again through a series of films and then following up with education on safety features within Facebook.

     

    Each film holds a mirror to how sharing on Facebook goes beyond the online world to real-life friendships and relationships. From getting in touch with long lost friends to bridging the generation divide, Facebook is at the heart of joyous moments every day.

     

    Santosh Padhi, Chief Creative Officer & co-founder, Taproot Dentsu said, “It was important to have a more human / real approach. Without pushing too much we wanted to communicate how the brand can play an important role in their day to day life to bond with their friends and families. I think we were successful to get every single bit right, be it the conversation, cast or set up, all of these captures the TG’s world very well.”

     

  • Dulux Velvet Touch's Fashion Trends is an offering of high-end emulsions (decorative paints)

    Dulux Velvet Touch’s new campaign redefines wall decoration

    By A Correspondent

     

    Dulux, the flagship decorative paints brand from AkzoNobel India announced the launch of its integrated brand campaign for Dulux Velvet Touch named ‘Fashion Trends for Walls’. The integrated campaign featuring brand ambassador, Farhan Akhtar turns the spotlight on the brand’s ability to translate fashion on to walls. Dulux Velvet Touch’s Fashion Trends is an offering of high-end emulsions (decorative paints).

     

    Explaining the rationale behind the brand campaign, Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel India said, “Being an International premium brand with a distinct legacy and lineage, Dulux’s strengths resides in its immense understanding of colours and maintenance of high standards of quality. The new campaign is aimed at reflecting Dulux’s core values of providing best in class interior solutions that support customers in making their homes stylish and establishing an iconic level for Dulux Velvet Touch.”

     

    He added, “With Dulux Velvet Touch being at the heart of the campaign, its Brand Ambassador, Farhan Akhtar has given life to this television commercial. The TVC is strongly flanked by print and outdoor advertisement, and active engagement through digital touch points and in store solutions. As a brand ambassador, Farhan Akhtar embodies the Dulux Velvet Touch’s core position of self-expression and style.”

     

    Agnallio Dias, Co-Founder & Chief Creative Officer, Taproot Dentsu Communications, Taproot Dentsu says “The Fashion Trend for Walls campaign of Dulux Velvet Touch has been catering to an audience that is not afraid of flaunting style. Beyond the colours and vibrancy, there lies a hidden meaning in each colour at the core of Dulux. These colours define a person’s individuality and Dulux provides a medium of expression to these individuals. Just as fashionistas set trends in the world of fashion, Dulux Velvet Touch empowers consumers to discover their style and wear it on their walls.”