MxMIndia

Tag: Vipin Dhyani

  • The agency has provided end-to-end services to Bayer, from planning, strategy, conceptualization to film production

    Thoughtshop to handle Bayer’s hybrid rice seed brand

    By A Correspondent

     

    Thoughtshop Advertising has bagged the creative mandate for life science company Bayer. The agency has provided end-to-end services to Bayer, from planning, strategy, conceptualisation to film production and execution across television, print, radio and digital platforms.

     

    Commenting on the win, Vipin Dhyani, Founder and Chief Creative Director, Thoughtshop Advertising & Film Production said: “We are honoured to be a part of the Bayer family, a global leader in the agriculture and health care space. We felt fortunate as client showed immense faith in us and bought very bold concepts in contrast to the Agri industry. As the TVC has received positive responses across key markets, we are now charging forward to deliver more riveting offerings for the brand across various mediums.”

     

    Added Jayston D’souza, Bayer`s Head of Marketing Communication:  “Thoughtshop has done a very good job on the TVC right from the concept to managing the technicalities, it was impressive. With Thoughtshop’s quality body of work and their in-depth understanding of our brand, the industry and creative requirements, we believe we have found the right partner to assist us in highlighting our brand and key messaging across our core target audience.”

     

     

  • Parle Products handsover its advertising biz to Thoughtshop

    Thoughtshop bags creative mandate of Melody

    By A Correspondent

     

    Taking forward the iconic thought, ‘Melody  itni Chocolaty kyon hai?’, Parle plans to air its new TVC commencing from January 23, 2016.  The TVC is conceptualised by Vipin Dhyani, Founder and Chief Creative Director, Thoughtshop Advertising & Film Productions.

     

    Following a multi-agency pitch, Parle Products appointed Thougthshop to create its new communication for Melody. Driving on its iconic tag line, ‘Melody itni chocolaty kyon hai… Melody khao khud jan jao’, the agency emphasises on the rich caramel based layer and chocolate core reminiscing the chocolaty taste.

     

    On handing over the Melody business to Thoughtshop, B. Krishna Rao, Deputy Marketing Manager, Parle Products states, “We aim to increase the brand recall through the new communication strategy targeting the youth. The purpose is to create the chocolaty urge by breaking a monotonous situation with a humorous twist. In association with Thoughtshop, we plan to roll out the campaign through TVC, Print and Radio”.

     

    Commenting on the win, Dhyani said, “It is always a privilege to work on an iconic brand under the Parle Products umbrella.  Melody’s tag line itself reinforces the chocolaty property of the brand, and thus we take the onus to carry forward the brand thought, continuing the legendary quest.”

     

    Retaining the iconic tagline, Dhyani and his team conceived a new strategy based TVC showcasing the irresistible urge of having a Melody toffee. Thereby, reinforcing the question-answer baseline, ‘Melody itni chocolaty kyun hain? ‘Melody khao khud jan jao’.

     

  • The agency will manage the campaigns across TV, Print, Radio and Digital

    Thoughtshop bags creative mandate of Quick Heal

    Thoughtshop Advertising has won the creative mandate for the leading IT security solutions company, Quick Heal Technologies Pvt. Ltd. With this win, Thoughtshop’s mandate will include reaching out to consumers across multiple touch points and highlight the technical benefits of the product.

     

    The agency will work in sync with the company at every stage including planning, strategy and execution. Subsequent to the win, the agency will execute the first 360 degree campaign for the brand that commences with a TVC, followed by print and radio simultaneously.

     

    Commenting on the recent win, Vipin Dhyani, Founder and Chief Creative Director, Thoughtshop Advertising & Film Production said, “We are extremely proud to partner with a company that prides itself with a lineage of over 20 years. This new business will provide us with some exciting opportunities and shall hopefully result in effective branding and communication. Quick Heal has a wide array of security solutions which are distinctively customer centric and adds value to the core purpose of communication. We look forward to jointly work with them and convey it to our consumers.”

     

    Kailash Katkar, MD & CEO, Quick Heal noted, “We were looking for an agency with proven background, and who has the capability and capacity to support our extensive and integrated needs. In ‘Thoughtshop’ we found that creative partner who can value add to our brand persona and can further augment it. We are looking forward to work in this partnership and add new dimensions to our brand”.

     

  • A film should have a unique storyline or a powerful narrative or a moderate direction, or a mix bag of all, says Vipin Dhyani.

    The Anchor: Vipin Dhyani on the 5 films he wishes he had directed

    By Vipin Dhyani

     

    I don’t smoke, I don’t booze, and movies are my only poison. I am quite callous in my selection for a film. I don’t watch a film twice even if I like it to the core. I believe a good film must have the ability to leave that mark in my mind; otherwise it’s a waste of time. And while judging, I believe a film should have either a unique storyline or a powerful narrative or a moderate direction, or a mix bag of all.

     

    Though my list of must-watch movies is endless, here are some of the finest ones:

     

    #1 Kolya (Czech)

    This won academy awards in 1996 for best foreign film. The film is about a small kid named Kolya and his innocence transforming an aimless old man. The kid is forced to live with the protagonist, and ironically they don’t speak the same language. One speaks Czech and the other Russian. The storyline, the fabric of the film is very simple but the way it’s been portrayed is awesome. It’s sensitive and very languid, but heart-wrenching in the end. I saw ti in ’97, but it seems really fresh in my mind. Directed by Jan Sverak, loved by all.

     

    #2 13 Tzameti (French)

    You wouldn’t like a phone call or a person disturbing you while watching this dramatic crime thriller written and directed by Gela Babluani. It gripped me well and left with a hangover. The story is about a naïve man who finds an invitation meant for somebody else. His quest and curiosity makes him an unfortunate 13th player in a game of death. The best part is that it is based on true events of a survivor of the actual game. If you are not watching it on a pirated DVD, you can treat yourself with the bonus feature real interview of the survivor of this notorious underground game from Europe.

    It’s a 2006 film but intentionally treated in black and white. It is stark, honest, bold, very real and enigmatic.

     

    #3 Love Me If You Dare (French)

    ‘Unthinkable’ is the word to describe this mad roller coaster rom com, written and directed by Yann Samuell. The storyline is simply unique. Our protagonist couple are childhood friends and all they do is play an odd game to challenge each other for daring and outrageous stunts. And they continue to do this even when they become adults. Very intriguingly, the fact gets unfolded that their game is nothing but a device to hide the truth that they are truly meant for each another. It is the maddest film I have ever seen, I can say.

    It bends all the rules of a romantic film, it boasts more energy and wicked humour than mushy moments. It’s worth watching even if you don’t like romantic movies.

     

    #4 Swindled (Spanish)

    It’s a con drama written and directed by Miguel Bardem, a fantastically woven plot to swindle a hefty sum by a group of conmen. The narrative is engagingly beautiful, and the plot is flawless. Unlike regular Hollywood con dramas, protagonist here has a very calm and down-to-earth approach to his schemes and execution. That makes him a lovable and believable character in the film. The fabrication is of the real, ‘I know these guys’ type. Most of the ideas leave even the audience outguessed, and that’s the real beauty.

     

    #5 Scoop (English)

    It’s a hilarious comedy with elements of fantasy and mystery, written and directed by master craftsman Woody Allen. Scarlett Johansson as a journalist student looking out for a scoop about an aristocrat who is a suspected serial killer. She gets the signal about his moves from a dead journalist (played by Woody himself). If you are a Woody Allen fan, you will get everything from him in this movie. The surrealism, the wisecracks, his monologues, the dark comedy and real insights. A film like this can be enjoyed more with friends. Worth giving a shot!

     

    Vipin Dhyani is Founder & Chief Creative Director, Thoughtshop Advertising & Film Productions Pvt Ltd.

     

  • Vipin Dhyani, founder, Chief Creative Director, Thoughtshop Advertising on the agency, its USP and future plans.

    Vipin Dhyani: We create ads that our TG appreciates

    By Shubhangi Mehta

     

    Thoughtshop is a 360-degree advertising and communication agency started by Vipin Dhyani. With more than a decade of experience in advertising, Mr Dhyani has the unique distinction of working for a diverse portfolio of brands and being involved in more than 120 ad films over the last couple of years.

     

    Thoughtshop has conceptualised and created communication films for various products for Parle which include Hide and Seek, Hide and Seek Bourbon, Milano, MonacoSmart Chips, Mango Bite, Krackjack. It has also created the TVCs for Nirma Washing powder, D-Cold Total amongst others.

     

    In the recent past Thoughtshop bagged three awards in the Big Bang Awards 2011 in Bangalore. One gold for Krackjack radio spot titled ‘Ladies tailor’, a bronze for another radio spot, ‘marriage councillor’ for the same and another bronze in TVC category for Parle Milano featuring Hrithik Roshan. In 2010, the agency has also won silver in Goa Festival for its Nirma washing powder TVC titled as ‘Splash’.

     

    Prior to this, Mr Dhyani has worked with Everest Brand Solutions and Mudra as Creative Director. He has also had stints with Lowe Lintas and Grey Worldwide in Mumbai.

     

    Q: What makes Thoughtshop Advertising different from the other advertising agencies? Why does a client choose Thoughtshop over other agencies?

    Our in-depth understanding of consumer insights, sound creative and a real good turnaround time. We are not selling ideas we like. We are not even selling ideas liked by our clients. We create ads that our TG appreciates. Pure honesty, sincerity and a very no-nonsense approach helps us whenever we approach a new client.

     

    Q: How satisfied are you with the progress of Thoughtshop Advertising since its inception? Has the outcome matched your expectations?

    I am very satisfied with the way things are shaping up. Initially it took me some time to figure out how to go about it. On one side, there was that sense of calmness which you crave in your own place and on the other side you need that aggression which is required to win business. Fortunately I could acquire both. And I am more than happy to achieve that unattainable balance. Overall, it was a plunge worth taking.

     

    The outcome has been very fruitful, I should say, but expectations are higher than what we have achieved so far. The hunger for good creative work is never ending and never satisfying in our field.

     

    Q: You have worked with some of the biggest agencies in India and then started one on your own. Could you highlight some pros and cons of working with a bigger agency and starting something on your own?

    When you are part of a big atmosphere, all you need to worry about your brand and its creative standards. You don’t actually think about the business and the ‘survival’ part of it. But when you run your own set up, you are not just responsible for your survival but for the whole team.

     

    In simple words, with bigger outfits I felt like a civilian, while on my own, it’s like an army man on a border, always on my toes, alert and responsible.

     

    Q: How much importance do you give to winning awards? Do you think that awards justify the measurement of creativity?

    I would say it is very important to win awards. If we belong to the creative fraternity, we have our moments of escalation, moments of getting admirations and moments of being known. Fair enough. But the sad part of the business is that sometimes an award-winning entry could be completely plagiarized and a genuinely beautiful work may go unnoticed at the same time.

     

    Q: These days awards focus on not only creativity but effectiveness as well. According to you which out of the two is a focus point while creating a brand communication?

    Efficacy awards basically talk about the real strategy transforming to a sound creative that is being liked and owned by the real end consumer. It is like performing a play in front of the real audience who can appreciate or completely disown you, depending on your performance. On the other hand, a creative show ‘primarily’ prefers and promotes a disruptive and innovative entry whether it is from mainstream product or a service or not. That’s where it creates a separation line.

     

    I think if we believe in creating a brand and not just one-off clever ads, we can create genuine work worth celebrating at both levels.

     

    Q: Could you throw some light on the brands you are working on?

    We are doing two new launches for Parle this year. The communication package is ready. Apart from Parle, we will be working for Nirma for at least one project while for Bayer CropScience, we are going to launch two projects (Decis & ECB) very soon. Then there is one property we have created for 9xM channel. It is going to be the first female animated character. We have got one more account recently, GET Punjabi channel. After a huge success in US andCanada, they are launchingIndia’s first GEC in Punjabi. Ekta Kapoor is going to be the producer for them in terms of providing content and we will be looking after the advertising and promotions.

     

    Q: Independent agencies are doing fairly well these days and competing with the larger agencies. What are your views about this?

    Actually it is not about smaller agencies versus bigger agencies. It has always been about a sound, feasible and appropriate idea or strategy. If a client finds an idea sensible, he will appreciate it in whichever case, whether it comes from a small agency or a bigger one.

     

    Q: What is your growth strategy for the coming year?

    Apart from 360-degree creative services, we are expanding to fulltime production and direction services both for our existing clients as well as for new ones. Expansion with one more branch is also on the cards.