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Tag: Yogesh Rijhwani

  • Highlights one of the brand’s USP, Active Copper

    Taproot brings back Madhuri for Aquaguard

    By Our Staff

     

    Taproot Dentsu has brought back the famous dadi-poti (grandmother-granddaughter) duo, both roles played by actor Madhuri Dixit. The campaign from the house of Aquaguard, highlights one of the brand’s greatest USP, Active Copper.

     

    Commenting on the campaign, Yogesh Rijhwani, Executive Creative Director, Taproot Dentsu, Mumbai said: “Having created the character of dadi who appears meek but is actually sassy, we stayed true to her persona in this leg of the campaign too. Knowing that consumers find this Madhuri duo synonymous with Aquaguard, especially the copper variant, gave us the liberty to take the narrative forward and let dadi do the talking.”

     

    Added Sameer Wanchoo, CMO, Eureka Forbes: “Consumers today seek the benefits of traditional wisdom like drinking from copper vessels, and we at Eureka Forbes have ensured that we offer the same in the most convenient way. Our Active Copper product range has managed to drive consumer preference and we have witnessed a significant rise in market share. Additionally, the characters of dadi and poti played by our brand ambassador Madhuri Dixit have been loved and have generated high recall. The new TVC continues our journey to revolutionize the drinking habits of our consumers.”

     

  • The campaign highlights features of 'Bosch Dryer'

    Taproot Dentsu films for Bosch

    By Our Staff

     

    Bosch Home Appliances (BSH), in association with Taproot Dentsu, has launched a  campaign that highlights the drying features of ‘Bosch Dryer’. Conceptualised and executed by Taproot Dentsu, the film showcases the day-to-day ordeal of an urban couple who do not own an automated drying appliance.

     

    Commenting on the campaign, Neeraj Bahl, CEO & MD, BSH India said:  “We are thrilled to launch our first ever dryer campaign in India, showcasing the Bosch range of dryers which requires minimal efforts and provides better drying. Our objective is to focus on the lifestyle and convenience benefits that the category can deliver and closely analyze the mind shift. The demand for premium products in India is increasing and we are confident that this will drive the adoption of newer categories and technologies when people are looking to create better comforts within the confined space of their home. We are looking forward to the vast possibilities for dryers in India and hope to replicate global success of the category in the country.”

     

    Added Yogesh Rijhwani, Executive Creative Director, Taproot Dentsu: “We wanted to find an endearing narrative for Indian couples that helps them realise a bitter truth – till the time you don’t get a dryer, you are the dryer. To make a case for automated drying, we tapped into our collective memories to find the most relatable experiences we could, including the recent experiences from two lockdowns and many Mumbai monsoons.”