MxMIndia

Tag: Titus Upputuru

  • It stays true to its global brand philosophy of #UniteFor, and rises to the occasion, telling a very touching story

    Nokia unveils its Diwali campaign #Unitefor #love

    By A Correspondent

     

    Nokia mobile is rolling out its first big cross-platform campaign ahead of the festive season.

     

    Speaking about the campaign, Jyotsna Makkar, Head of Marketing, HMD Global (India) said: “As the pioneers of mobile telephony, Nokia has been instrumental not just in bringing innovative devices to people, but also in helping them forge deep connections. The reason the love and trust for this brand has endured, is because Nokia has always been a people’s brand – it’s deeply ingrained into our DNA. We thought it was important that a brand that showed all of us the way to connect, could also remind us that technology has the power to both unite as well as make people feel disconnected – this is a universal insight in our cultural context today”

     

    Added Narayan Devanathan, Group Executive & Strategy Officer, Dentsu Brand Agencies (India): “People don’t like brands to ‘enable’ them anymore. They like brands to demonstrate that they understand them. What this campaign idea does best is to bridge millennials’ purposive lives with Nokia mobile’s campaign promise of uniting with their loved ones, using Diwali as the shining, happy India context.”

     

    Added Titus Upputuru, NCD of Dentsu One, who helmed the campaign:“It is a fact that we are all occupied with our phones today, almost all of our waking lives. More so the youth we are attempting to engage with. We had fun creating the film and the whole gamut of ideas that explode the idea of gifting oneself. We hope ‘Main ke siwai tujhe main kya doon’ provokes people to think and unite for love.”

  • 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.”

     

  • As part of the mandate, Dentsu One's scope of work for its latest client will range across TVC, print, radio, OOH, digital and activations

    Dentsu One wins creative mandate for JK Tyres

    By A Correspondent

     

    Dentsu One has bagged the creative mandate for JK Tyre and Industries, following a multi-agency pitch. The other agencies that participated in the pitch included names such as Contract India, McCann Worldgroup India and L&K Saatch& Saatchi.

     

    As part of the mandate, Dentsu One’s scope of work for its latest client will range across TVC, print, radio, OOH, digital and activations wherein Dentsu One will focus on launching the client’s two-wheeler tyres.

     

    Said Vivek Kamra, President – India Operations, JK Tyres and Industries, welcoming the Dentsu Team to the JK Tyre account: “We are happy to have them on board and hope they will effectively communicate our key brand attributes including technological superiority, youthfulness, humility and progressiveness in a truly Indian grown brand, through our creative campaigns.”

     

    Titus Upputuru
    Sunita Prakash

    “We are grateful and delighted with this win. The teams had great fun working on it from ideation to creation. JK tyres is a great home grown brand and we look forward to building preference and love for the two wheeler tyre segment of the brand through some powerful communication,” said Titus Upputuru, NCD, Dentsu One.

     

    “The challenge is to not only take the brand idea seamlessly into digital and other mediums but going forward to own it consistently so that it can stand differentiated in the consumer mind space over time,” added Sunita Prakash, Senior VP, Dentsu One.

     

  • The new 2017 Honda City has redefined not just the segment but the category with its class leading exterior and interior features

    Dentsu One executes new campaign for Honda City 2017

    By A Correspondent

     

    Honda Cars has joined hands with Dentsu One to roll out a high decibel ad campaign titled ‘Worlds Ahead’ for the launch of ‘New Honda City 2017’.

     

    The new 2017 Honda City has redefined not just the segment but the category with its class leading exterior and interior features. The campaign highlights the car as being leagues ahead and above the competition. In the TVC, City has positioned itself as being more than just a car with ‘one class above’ attributes. Thus, to create excitement in the already saturated sedan segment, the new City redefines the segment codes by introducing ‘one segment above’ attributes to the mid-size sedan.The 4th Gen City aims to attract younger buyers, hence, this TVC has been developed in a way that resonates with younger audience.

     

    Talking about the campaign, Jnaneswar Sen, Senior Vice President – Marketing & Sales, Honda Cars India Ltd. Said: “The communication proposition truly puts City and the target buyer as a notch above the rest. The tonality resonates with the younger audience who is an achiever whom people would like to emulate.”

     

    Said Titus Upputuru, National Creative Director of Dentsu One: “The City is India’s Sergey Bubka, the Russian Pole Vaulter. Like him, the car is always beating it’s own game. With its class-defying features, the new Honda City 2017 has gone leaps and bounds ahead of its competition. The campaign celebrates this thought and shows the protagonist, like the car, driving in a world of his own, as the lines in the end of the film conclude, “Your world is different from the rest because you are and always have been Worlds Ahead.”

     

    “This Honda City is a definitive segment-defying car and to showcase this – the communication had to make a higher-order statement to truly put it in and different plane thereby repositioning the rest as mere ordinary. The new Honda City ushers a new world of itself with superlative technology and remarkable design,” addedAbhinavKaushik, Senior Vice President, Dentsu One

     

     

  • The novel titled 'Journeys Never End’ exchanges hands through the film

    Harper Collins celebrates25 yrs in India with Dentsu

     

     

    Harper Collins India celebrates 25 years in India through a film that celebrates books. The campaign consists of a film that shows the journey of a novel. The novel titled ‘Journeys Never End’ exchanges hands through the film.

     

    The film starts with an old man holding the novel whilst traveling in a bus. As the bus stops at a church, he forgets the novel behind. A young man notices the book and picks it up to give it to him but the bus leaves. We see a young woman board the same bus and take the seat adjacent to the young man. She notices the book in the young man’s hands. Seeing her interested in the book, the young man hands it to her and leaves as his stop comes.

     

    What she finds written on the first page of the novel gives the film an unexpected twist. The film ends with supers,“Stories create books. Books create stories”and the HarperCollins India logo.

     

    The campaign was launched at the Jaipur Literature Festival, 2017.

    Said AnanthPadmanabhan, CEO HarperCollins India: “We made this short film to celebrate our lifelong passion for storytelling. Something that simply reaffirmed the power of stories and the fact that books open up a world of unimaginable possibilities. And in Dentsu One we found the perfect partner. Narayan’s love for the written word and Titus’ spontaneous creative impulse were the perfect combination. We all have a story and we love stories – and we thought that this was a great way to say it!”

     

    “In the advertising business, we keep talking about how we are all storytellers. Here was an intriguing brief that had us create a story about stories, without the storyteller intruding. When we asked Ananth ‘What do you want to happen as a result of this?’ he said, “The outcome I want is for the viewer to say ‘I want to pick up a book now!’ after seeing the film.” The insight was—in retrospect—very simple. Each of us is a story-creator, sometimes not knowing that’s what we are, mostly not knowing what triggers await us around the corner. That’s the basic reason books appeal to us: they tell the stories we believe we could have created. After all, our lives are a series of stories,” said Narayan Devanathan, group executive and strategy officer, Dentsu India.

     

    “HarperCollins is such an iconic brand with about 200 years of history. It was a great experience to work on this brand. Ananth’s brief took me back to my literature days. Books contain stories. But I thought there are stories that exist outside the books as well. That’s how the line came up. Books create stories. Several stories emerged from this line. We just decided to break the campaign with the Firozaone,”said Titus Upputuru, NCD, Dentsu One.

     

     

  • Dentsu One captains Harjot Singh Narang will lead the office as General Manager, Anand Murty will be Head of Strategy as Titus Upputuruwill be Head of Creative

    Taproot sets up office in Gurgaon with Dentsu One as a division

    By A Correspondent

     

    Taproot Dentsu may have always had prized clients in New Delhi NCR ever since it was set up in 2009, but now it has formally commenced operations in Gurgaon.It’s the new year, and a big year for the Dentsu Aegis Network in the country. So Dentsu One (earlier Dentsu Marcom) has now been turned into the Delhi office of Taproot, though officially it will be a division of Taproot Dentsu.

     

    Harjot Singh Narang will lead the office as General Manager, Anand Murty is Head of Strategy and Titus Upputuru will be Head of Creative. Talking about this development, Agnello Dias, Chairman and Chief Creative Officer, Taproot Dentsu said: “We are excited with this development. Delhi NCR is a high growth market and we are looking forward to working with a host of interesting new clients and brands. Almost since inception, we have been working with some very important and iconic brands in this market like Airtel, Times of India, Marico and more recently with Dulux and Coca Cola India.  So we have been more than familiar with this geography. By opening up a strong new front here, we are building further on that experience and strength.”

     

    Added Santosh Padhi, Chief Creative Officer, Taproot Dentsu: “Working with a new bunch of energetic and talented people will only add strength and lustre to our capabilities and bandwidth. Beyond television, Taproot has strengths in design and digital too. We are looking to build on those fronts too. This is an important market and we are most happy to be here,” said Umesh Shrikhande, Chief Executive Officer, Taproot Dentsu: “In the ideas business, it takes a lot of doing to replicate a creative culture. So to build on our collaborative work ethic, the Gurgaon office will work closely with the Mumbai office. Aggi, Paddy and I will remain involved in a hands-on manner. We will do what it takes to add sparkle to the brands entrusted to us.”

     

    And this is what Narang had to say in a communique: “We are all set to roll with a talented team of more than 50 people and a clutch of strong clients like Airtel B2B, AkzoNobel and Coca Cola India among others. We are looking forward to building on this foundation.”

     

    According to information we have received, Messrs Narang, Murty and Upputuru will continue to hold their old charge at Dentsu One. It is not a merger, we were told, though if all goes well,  the two entities could well be one.

     

  • The film throws light on this disturbing fact by showing a frighteningly painful story based on a real incident

    Dentsu One executes thought-provoking film on World Toilet Day

     

     

    Over 300 million women in India daily undergo psychological trauma of having to defecate in open fields. The film titled ‘Khushboo’ throws light on this disturbing fact by showing a frighteningly painful story based on a real incident that had happened in Jharkhand.

     

    Set in a rural India, on a wet, rainy dawn, the film shows a man putting his daughter to sleep. In the background, we hear the voice of the young daughter tell her father how he used to give her everything that she ever asked for, except for one thing that she had asked for as she grew older.

     

    She had begged and pleaded for it. She even gave up food. But the father refused to fulfill her wish, saying that he was saving money for her marriage.

     

    As the father’s gentle patting turns into repeated thumps, we realise all is not well. The girl’s voice finally says that while her father had put her to sleep always, this one time, she was going to sleep by herself.

     

    As we see the suicide note that she had left behind, we realise that the father had actually lost his mind and was patting his dead daughter all along. The father breaks down finally and starts crying bitterly while still thumping the shoulder of his dead daughter.

     

    As the camera pulls up we see the noose hanging from the fan and a lullaby begins to emerge in the sound of rain. To the haunting melody in the background, we learn that the girl Khushboo committed suicide because her father did not build a toilet in the house. We also learn how over 300 million women in India are going through similar trauma every single morning of their lives.

     

    The film directs the audience to visit the ProjectHers.com website and sign a petition that will influence the government to create a new law: If you have a house, you must have a toilet.

     

    Speaking about the film and the project, Titus Upputuru, the writer and director behind the film, said, “That a girl gave up her life because she did not have an access to a toilet was unbelievable. We went online and found many other cases where women give up their lives. That’s when we began this petition through Project Hers. While I know there is a lot of education that the government is doing about how everyone should use a toilet, the fact is about 60% of India’s population does not have an access to toilet facilities. This film and Project Hers attempts to address this issue.”

     

  • Actor Akshay Kumar narrates Honda's 'CBS with Equalizer' technology

    Akshay steps up proposition for Honda’s latest technology offering

    By A Correspondent

     

    Celebrating the success of its advanced customer-centric technology – the Combi Brake System (CBS) with Equalizer, Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) has unleashed a 360-degree marketing campaign to celebrate the milestone.

     

    The biggest differentiator of Honda’s CBS technology is the in-built Equalizer which distributes braking force proportionately between the front and rear wheels simultaneously by pressing just the left lever (in all Honda’s automatic scooters) or foot paddle (in 4 Honda motorcycle models). Brake force proportions have been set as best balance for all situations based on Honda’s 30 years of experience of CBS technology in the global markets.

     

    Celebrating this milestone, Honda 2Wheelers India has released a 360-degree marketing campaign where its brand ambassador and actor Akshay Kumar highlights the importance of balance – not only in life but also on the roads. Conceptualised by Dentsu One, a Dentsu Aegis Network Company, the TVC attempts to cement Honda’s imagery as the leader in bringing customer centric 2wheeler technology.

     

    Elaborating on this technology and its benefits, Yadvinder Singh Guleria, Senior Vice President – Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “In 2009, Honda became the first two-wheeler company in India to introduce the proven CBS technology with the unique Equalizer advantage. In the new TVC, get ready to see Akshay once again in his inimitable Khiladi style, sharing how Honda’s unique CBS with Equalizer technology is lending balance to daily riding of crores of Indian customers.”

     

    “It was a challenging brief. We had to humanise technology and make everyone not only to understand things like Combi Brake System and Equalizer in a matter of few seconds but also make it engaging and memorable. The globe came handy. So did Akshay Kumar’s athleticism!” said Titus Upputuru, National Creative Director – Dentsu One.

     

     

  • The campaign is supported with a full-fledged 360 campaign with television, Cinema, radio, digital and activation

    Dentsu celebrates the life of ‘Players’ in new campaign for Maruti Swift

    By A Correspondent

     

    Maruti Suzuki Swift has launched its latest campaign that celebrates another feather to the list – that of the sporty looking limited edition Swift Glory.

     

    The film shows a few drivers driving the Sporty looking limited edition while the rest watch them drive by. Some watch as spectators, some like fans, some are the cheerleaders who add cheer to the world with an early morning hello, some are commentators because they make comments, some like the neighbor’s dog is a critic and barks as the Swift drives by…finally the vehicles come to a stop and the voice-over concludes that ‘Then there are the players… The limited edition Swift Glory is for the Players.’

     

    The campaign is supported with a full-fledged 360 campaign with television, Cinema, radio, digital and activation.

     

    Titus Upputuru, National Creative Director, Dentsu Creative Impact said, “The idea draws a parallel between the world of sports and the real world. Just like in a sports world, there are players and there are spectators, fans, cheer leaders etc,, the film shows that the new Sporty looking limited  edition of Swift creates a new distinction between those who are the players and those who are not. The sporty looking Limited edition from Swift is a great looking product. And we had a great fun creating this campaign.”

     

    RS Kalsi, Executive Director , Maruti Suzuki India Limited said, “There is a player in each one of us and the new Swift Glory intends to bring that out. The new sporty looking limited edition takes inspiration from sports and racing. It comes with an exciting range of features such as body graphics, multimedia system and sporty interiors. We are positive that the limited edition would be as loved as the earlier versions. Brand Swift has constantly evolved over the past ten years to become one of India’s favorite cars. With over a million cars on road our challenge is to constantly keep the excitement up and engage with consumers in newer ways. The Swift Glory limited edition is exactly the kind of change we want to create, thereby keeping the thrill and love for the brand at a high.”

     

  • The 30-sec long TVC is in line with the existing campaign of the brand and introduces the new flavour by pulling a prank and asking, "Aaj Lee Kya?

    Chingles unveils campaign for new gum variety

    By a correspondent

     

    Confectionary brand Chingles, from the house of Dharampal Satyapal Group has announced the launch of a new campaign for the ‘Tutti-frutti’ variety of the refreshing mini gums. The 30-sec long TVC is in line with the existing campaign of the brand and introduces the new flavour by pulling a prank and asking, “Aaj Lee Kya?”

     

    The new flavor is also available in Rs. 1 sachet, Rs. 5 zipper and Rs 10 fliptop packs, just like the other existing Nimbu, Saunf and Mint flavours of Pass-Pass Chingles.

     

    Speaking on the occasion, Mr. Rajeev Jain, Senior General Manager, Marketing, Dharampal Satyapal Ltd, said, “At DS Group, we are committed to creating new and refreshing products & variants to provide innovative tastes to our customers. Our new flavor Chingles ‘Tutti Frutti’ has been developed keeping the same in mind.”

     

    He further added, “Chingles, has always been positioned as a lively brand that aims to bring friends and family together by playing fun filled pranks on each other to enliven their lives. The new TVC for ‘Chingles Tutti Frutti’ is packed with the same joy that will bring smile on the viewer’s face.”

     

    Positioned as an antidote to seriousness, the new campaign introduces a new character LiLee who turns the tables on the Lee brothers- UngLee, KhujLee and GoogLee, by playing a prank on them. Created by Dentsu Marcom, the commercial is set to foot-tapping music and pays a tribute to the golden age of retro in the 70’s which had heroines dressed up in dazzling costumes and living in lavish houses.

     

    Titus Upputuru, National Creative Director, Dentsu Marcom, and the director of the film said, “The idea was to announce a new flavour. However, since the new variant is a continuation of the legacy of the existing Chingles mini gums, we decided to do it the Chingles way– pull a prank. It was fun shooting the film.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia brings you the brief and the strat as given by the client and whatever else that goes into creating an ad.

    AdStrat: Honda – Rush Hour

    Titus Upputuru, National Creative Director, Dentsu Marcom

     

    1. Name of the Campaign: Honda – Rush Hour

     

    2 The Brief:

    The task at hand was to carry forward Honda’s global slogan – The Power of Dreams – in the Indian two-wheeler market. The brief was to create synergy with the Indian ethos, and structure communication that understands and empathizes with the dreams of every Indian. This would be the foundation stone to building a brand that every Indian can relate to and be the most accepted by the year 2020.

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=YLPlGq3EpFo[/youtube]

    3. Research insights:

    Indian consumers are nurturing dreams and they want to fulfill them. They are more of doers than dreamers. They want to do their dreams.

     

    4. The thought process behind the creative:

    India is in a hurry. All of us want to fulfill our dreams fast. Honda is all about the Power of Dreams. Soichira Honda had said ‘products don’t lie’. And what a good thing it was to say. So we interpreted the philosophy of Power of Dreams in an Indian context. In India , we are not dreaming. We all have done our share of dreaming. Now is the era of doing the dreams. We have set out to fulfill the dreams, each one of us. And the creative layer we have added is the fact that we are all in a hurry. We all want to make them happen. Sooner than later. That is the core thought behind the creative.

     

    5. Media vehicles chosen:

    TVC, Print, Outdoor, Digital

     

    6. Key issues kept in mind while executing the ad:

    It had to be real as against staged. We wanted to capture real India rushing out of homes to chase their dreams. In the process, sacrificing breakfasts, lunches and sleep. So we tried to keep it real. The casting and the location was not pretty or beautiful. It was supposed to a bit photo journalistic.

     

    7. Does the treatment do justice to the brief?

    You tell us.

     

    8. What according to you is the differentiating factor about the ad?

    The ad looks global and yet very India. It’s got a fresh take on India. The fact that the country is in a hurry. That stands out. Also, the use of celebrity is not to just look good or do some stunts. He has a message that rings true to every Indian and comes from his own experience.

     

    Compiled by Shubhangi Mehta