MxMIndia

Tag: Titus Upputuru

  • The campaign is being translated in 11 languages for regional connect

    Dentsu One launches latest ad film for Honda Amaze

    By A Correspondent

     

    Honda Cars has unveiled its new ad campaign #IMadeItBig for the 2nd Generation #HondaAmaze. This campaign emphasises Honda Amaze as ‘The Choice’ of aspiring young customers, drawing spotlight on the importance of family bond and values. The communication strategy is based upon the deep insights gained from research and market share growth in T2 and T3 towns and how the young aspirational consumers emerging from these towns have a deep connect with families, where buying a car is still a family decision.

     

    The campaign is being translated in 11 languages for regional connect as the car enjoys immense popularity in Tier 2 and 3 markets as well.

     

    Commenting on the campaign, Rajesh Goel, Senior Vice President and Director, Sales and Marketing, Honda Cars India Limited said: “The second generation of Honda Amaze has been a resounding success for HCIL and we have been able to touch more than one lakh families since its launch last year, making it the fastest selling Honda car in India. We wanted to connect with the core target of aspiring youth and took a fresh guard through an emotional storytelling that perfectly portrays the real meaning of arriving ‘big’ in life.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “When one buys a new car, there is a lot of excitement. Honda Amaze makes a big statement in one’s world as it happens to be the first three box purchase in one’s life. We wanted to show how the Amaze owner is unfazed at the attention he receives upon purchasing the new car but chooses to give importance to his values. In an age when friends are increasingly becoming the support system, we wanted to put the spotlight back on to the family.”

     

     

  • The campaign is being translated in 11 languages for regional connect in Tier 2 & 3 markets as well

    Dentsu One unveils campaign for Honda Amaze

    By A Correspondent

     

    Honda Cars has unveiled its new ad campaign #IMadeItBig for the second generation #HondaAmaze. This campaign emphasizes Honda Amaze as the choice of aspiring young customers, drawing spotlight on the importance of family bond and values. The campaign is being translated in 11 languages for regional connect in Tier 2 & 3 markets as well.

     

    Commenting on the campaign, Rajesh Goel, Senior Vice President and Director, Sales and Marketing, Honda Cars India Limited said: “The second generation of Honda Amaze has been a resounding success for HCIL and we have been able to touch more than One lakh families since its launch last year, making it the fastest selling Honda car in India. We wanted to connect with the core target of aspiring youth and took a fresh guard through an emotional storytelling that perfectly portrays the real meaning of arriving ‘big’ in life.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “When one buys a new car, there is a lot of excitement. Honda Amaze makes a big statement in one’s world as it happens to be the first three box purchase in one’s life. We wanted to show how the Amaze owner is unfazed at the attention he receives upon purchasing the new car but chooses to give importance to his values. In an age when friends are increasingly becoming the support system, we wanted to put the spotlight back on to the family.”

     

     

  • 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.”

     

     

  • It has been conceptualised by Dentsu One

    Queo launches brand campaign targeted towards HNI consumers

    By A Correspondent

     

    Luxury brand Queo has launched its latest campaign that has been conceptualised by Dentsu One. The campaign narrates Jacqueline Fernandez’s journey and her quest for the best-in-class bathroom experience.

     

    The campaign, launched across digital, cinema and print medium targets HNI consumers for whom opulence is a way of life. It is not just a showcase of the Queo world but a testament to the uncompromising standards of living and a mood of indulgence that the brand stands for.

     

    On the launch of the film, Manish Bhatia, President Building Products Division, HSIL Limited, said: “We got the luxury brand Queo to India in 2011, with an aim to create the luxury segment in bath spaces as it did not exist back then. Designed and conceptualised by leading European design masters, Queo, is a testimony to the intricacy and finesse in craftsmanship. This new campaign with Jacqueline resonates with this uncompromising standard of the brand. She fits in perfectly as she exuberates the class, the elegance and the attitude that matches with the brand. I feel this attitude towards luxury reflects a new Indian customer who won’t accept compromises.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One, on the campaign: “Luxury marketing is largely about imagery and lifestyle. We wanted to add a layer of attitude. The campaign not just celebrates the uniqueness of Queo products but also the unique demands of a star like Jacqueline

     

     

  • The campaign aims to communicate the commitment and experience Honda offers to its customers

    Honda celebrates joy of customers in new ad campaign

    By A Correspondent

     

    Honda Motorcycles has launched its new corporate campaign titled – “Teri Har Udaan, Hamari Shaan”. The campaign has been conceptualised by Dentsu One and demonstrates how Honda has given wings of freedom to the ride of millions of Indians in last 18 years.

     

    Said Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India: “The trust and patronage of our customers towards ‘Brand Honda’ reflects in the expanding customer base of 39 million Honda wing riders. With the new corporate film, we aim to further strengthen our commitment by ‘Serving our Customers with a Smile’ in all areas of engagement and provide them with the ‘Joy of Riding’ in pursuit of their Dreams!!”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “Usually we create communication for the customers. At times, we create for brand’s internal audience. We thought this could be a rare opportunity where the communication could be more than just customer facing. We thought we could use this opportunity to uplift, motivate and inspire every single individual who is associated with the brand. We asked a question, “How does it feel to make someone fly?”

     

     

  • The campaign aims to promote new class leading features of Activa 125

    Honda unveils unique ad proposition for Activa 125

    By A Correspondent

     

    Honda Motorcycle and Scooter India Pvt. Ltd. has launched its latest campaign – ‘Sau mein se sava sau’ for the new Activa 125. The campaign is conceptualised by Dentsu One.

     

    Said Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India: “The purpose of this campaign is to showcase the new segment leading product features and reiterate trust of brand ’Activa’. With more than a million users, Activa 125 is synonymous to smartness, sensibility and strength. The power & torque of Activa 125 provides enhanced confidence to the customers especially on hilly roads.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “If you belong to a good family, you will have good genes. That is the key insight we have taken to build communication for the campaign. Activa 125 hails from the family of Activa. The product scores 125 per cent in every aspect and that is why the expression ‘sau mein se sava sau! Shooting the film in a cable car was very challenging but we are very excited to see the final outcome.”

     

     

  • The campaign was initiated by impactful OOH advertising across India and the TVC is On Air from 15th Sep along with a full Digital marketing plan

    Dentsu One launches new campaign for Honda City

    By A Correspondent

     

    Honda City has launched a new campaign with the objective to drive consideration by re-affirming the leadership with its young patrons.

     

    Said Rajesh Goel, Sr VP and Director, Sales and Marketing, Honda Cars India: “The new campaign of Honda City has been rolled out during the peak festival buying season. The campaign celebrates the aura of the Honda City being the most aspirational car brand with a 20 year legacy, over 7.35 lakh customers and has been an epitome of quality. It resonates aptly with the City buyer who makes his smart choices and is more direct and assertive about them.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “I was standing in my office by the window when this idea struck me. When you look at the world below, you see that everything is so tiny. The ad then sort of wrote by itself. It’s a bold stance and we thought it’s time the brand had a clear perspective on the world around. Only Honda City could say ‘Forget the Toys”

     

     

  • Launches a new TVC titled ‘The Glow of Success’ featuring Akhtar

    Dulux gets Farhan Akhtar to promote Velvet Touch

    By A Correspondent

     

    Dulux, the paints brand from AkzoNobel India, has unveiled a new TVC for its flagship brand, Dulux Velvet Touch. The campaign titled ‘The Glow of Success’ features brand ambassador Farhan Akhtar.

     

    Said David Teng, Cluster General Manager, Decorative Paints, South Asia, Akzo Nobel: “We all work hard to achieve our dreams and celebrating them with our loved ones is equally important. With this new Dulux Velvet Touch TVC, we hope to motivate our consumers to not just decorate their walls, but to cherish their well-deserved accomplishments and success.”

     

    Explaining the rationale behind the brand campaign, Titus Upputuru, National Creative Director, Dentsu One added:“There are many milestones on the path to success and Dulux Velvet Touch celebrates their arrival. The protagonist, played by Farhan Akhtar bares the walls of all the conventional success symbols, choosing instead to portray it through the unique glow offered by the brand. The poetic expression of the voice over is something that we thought would go well with the celebrity’s surname.”

  • Honda has launched the fifth generation Activa 5G, which gets new deluxe variant

    ‘Love is Growing’ for Honda as it unveils campaign for Activa 5G

    By A Correspondent

     

    Honda Motorcycle and Scooter India has introduced the latest integrated ad campaign titled ‘Love is growing’ for Activa 5G.

     

    Said Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India: “As the No 1 selling two-wheeler of India, Activa is no longer just a mobility solution but a cherished part of life for more than 18 million Indian families and youth. Activa has transformed to meet the evolving needs of every generation over the years. The new fifth generation Activa 5G while staying true to its legacy of trust, innovation, quality, reliability and convenience; looks and rides completely different giving young India all the more reason to fall in love with it. The new ‘Love is Growing’ campaign celebrates that not only is the Love for Activa is growing but love is growing in real life too.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “Activa is a household name in India. It has seen many generations. As we were briefed about the 5th generation model of this very popular brand, we thought let’s showcase how this love is growing. The film is a little chapter from this love story, which occurs in a University, between one of the students and the professor’s daughter. It was great working with Boman Irani. Taapsee adds a new flavour to the brand. We hope the film builds on the love that the brand already enjoys across the nation.”

     

     

  • 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.”

     

     

  • The ‘Kya Shine Hai!’ campaign’s central theme is to celebrate the brand legacy of CB Shine

    Honda launches new campaign for CB Shine

    By A Correspondent

     

    Honda Motorcycle and Scooter India has introduced its latest film for motorcycle brand, CB Shine. Developed by Dentsu One, the‘Kya Shine Hai!’ campaign’s central theme is to celebrate the brand legacy of CB Shine whilst taking forward the core idea – ‘Shine Karna Sabko Accha Lagta Hai’.

     

    Said YS Guleria, Senior VP – Sales and Marketing at HMSL: “A decade after its introduction, Honda’s CB Shine is India’s most trusted 125cc motorcycle. Today, every minute, two families are riding home on a new CB Shine. From the brand communication perspective, our customer evolution mirrors the new ‘Kya Shine Hai’ TVC. It is this shine of theirs which their family members & society recognises and appreciates.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “When you raise your own collar, it may seem as a form of vanity. But when someone else raises it instead, it surely is a sign of appreciation. We found this to be an interesting symbol to associate with those riding Honda Shine, who are shining in their own little ways”.