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Tag: Aalap Desai

  • Rahul Vengalil joins tgthr as CEO and co-founder

    Rahul Vengalil joins tgthr as CEO and co-founder

    Mumbai: In a bold and strategic move, Rahul Vengalil is set to lead the charge as the CEO and co-founder of tgthr effective immediately, a visionary ad agency poised to redefine the industry. Positioned as a ‘future-focused, full-funnel ad agency,’ tgthr is already making waves with its headquarters in Mumbai and branches located in Bengaluru and Delhi NCR.

    With a rich background and a proven track record in advertising, Rahul Vengalil is well-equipped to steer tgthr towards new heights. His most recent role as the Executive Director at Everest Brand Solutions, which he successfully revived in 2022, showcased his ability to lead with vision and strategic insight. In the past, he has also held the position of Managing Partner at Isobar and helped grow its presence in India for almost a decade.

    As CEO at tgthr, Rahul Vengalil will lead client relationships and business across the units. He will also take forward the agency’s promise of a full-funnel approach by integrating media services into the agency offerings, bringing to the forefront his decades of experience in handling media.

    Rahul Vengalil’s extensive experience spans across diverse categories, including automobile, fashion, consumer durables, real estate, retail, technology, and FMCG. This broad exposure positions him as a leader capable of navigating the unique challenges posed by different industries, further enhancing tgthr’s versatility and adaptability.

    Remarkably, this venture is not Rahul Vengalil’s first foray into entrepreneurship. In 2017, he co-founded What Clicks, India’s pioneering digital media audit firm. This successful initiative demonstrated his ability to identify gaps in the market and introduce innovative solutions.

    tgthr CCO and co-founder Aalap Desai added, “We don’t become a full-funnel agency by just calling ourselves ‘full-funnel’. We can only achieve it by having people who not just come with that expertise but command that expertise. Rahul is exactly that. Why he belongs at tgthr, more than anywhere else is because he has the head to drive business and has the heart to care about people, too.”

    tgthr  CEO and co-founder Rahul Vengalil added, “tgthr has already earned a reputation as a place where happiness meets creativity to produce extraordinary results, setting the foundation for an exciting journey into the future.  We aim to simplify the complexities of today’s diverse mediums and the ever-changing technology. I intend to guide our clients through the dynamic advertising landscape and not just create compelling brand stories for them but also help distribute them. A rehaul of the old ways of advertising requires radical thinking, ingenuity, and passion, which can only be enabled in an ecosystem like tgthr.”

  • Aalap Desai launches ad agency – “TGTHR”

    Aalap Desai launches ad agency – “TGTHR”

    Mumbai: In a bold move to redefine the advertising industry landscape, Aalap Desai – former chief creative officer of Dentsu Creative West and Dentsu Creative Experience India – has announced the launch of TGTHR (Together) – India’s first future-focussed, full-funnel ad agency.

    This move comes after Aalap’s departure from Dentsu Creative, driven by a burning question: “If you were to leave today, which agency would you like to join?” Fueled by a vision to combine exceptional work with an unparalleled culture, Aalap Desai introduces TGTHR as a place where happiness meets creativity to produce extraordinary results.

    Speaking on the launch, Aalap Desai said, “The advertising industry is often filled with a sea of sameness. The saviours of this industry are the sparks of creativity that we see scattered here and there. It is challenging to find the right people for the job. The one who knows how to create a great TV ad might not know how to increase followers on a social handle. The one who has mastery over social media may have no idea about master branding. What if all these talents could come together to form a cohesive whole? If one great creative person is a force, imagine what could be achieved when they all combine as a force multiplier! This is especially true when you create an environment where they can thrive. That’s the idea behind TGTHR. Bring together expertise, talent, and passion to deliver clients unparalleled quality, connectedness, and effectiveness. All the while ensuring that we love where we work.”

    TGTHR is a powerhouse of creativity, encompassing expertise from every domain, including mainline (TVC, print, outdoor), digital, film production, design, content, and media. What makes this agency different from everyone else claiming the same thing? The talent. The agency boasts an impressive collective experience of 110+ years in advertising, 550 plus International and National awards, and a track record of delivering over 12,000 campaigns. Headquartered in Mumbai, TGTHR also has branches in Delhi and Bengaluru.

    Aalap Desai – a creative force to be reckoned with, held the role of chief creative officer at Dentsu Creative West and Dentsu Creative Experience India. His journey at Dentsu included being the National Creative Director at Dentsu McGarry Bowen India and co-heading the creative team at Dentsu Webchutney Mumbai. Aalap made waves with standout projects like Code Name: Uri, The 8-bit Journo for Vice, and The World’s Most Reported Trailer for Thappad. Throughout his career, Aalap has significantly contributed to agencies like Disney+ Hotstar, Leo Burnett, JWT, DDB Mudra, Ogilvy, and Ambience Publicis. He played a crucial role in shaping the stories of popular brands like McDonald’s, Complan, Huggies, Nerolac, Videocon d2h, as well as youth-focused ones like Early Salary and MTV India.

    Aalap’s creative prowess has garnered over 200 International and National awards, including 10 Cannes Lions and 42 shortlists. Noteworthy recognitions include being labelled India’s “Hottest Young Creatives” by Brand Equity in 2014 and making Impact Magazine’s “Hottest 30 under 30” Media Creatives list in 2015. His recent successes include winning several accolades at Cannes Lions 2023 for Mortein’s Suraksha ka Teeka and Vedantu’s The Everything Book campaigns.

    Beyond advertising, Aalap Desai has ventured into scriptwriting for feature films, web series, and TV shows like MTV Sound Trippin’. His discerning eye has also led him to serve on the jury for esteemed awards such as Kyoorious, Cannes Lions, and Spikes Asia. He has also directed ad films and short films that has won awards nationally and internationally.

  • Aalap Desai elevated to lead Taproot dentsu & isobar India as CCO

    Aalap Desai elevated to lead Taproot dentsu & isobar India as CCO

    Mumbai: dentsu India has appointed Aalap Desai to the role of chief creative officer (CCO), Taproot dentsu, a dentsuMB Company. The erstwhile isobar India national creative director (NCD), Desai has also been promoted to the role of CCO for the agency. In both roles, he will report to dentsu Creative India group chief creative officer (GCCO) Ajay Gahlaut, announced the agency on Tuesday.

    “In addition to leading isobar India’s creative team, Desai will now also be responsible for Taproot dentsu’s transformation into becoming a nex-gen, digital-first agency,” said the statement.

    Meanwhile, Titus Upputuru, earlier creative head, has now been elevated to the role of Taproot dentsu NCD, Gurgaon. He will lead the agency’s Gurgaon creative team and will report to Aalap Desai. Upputuru has also been entrusted with the additional charge of leading integrated solutions for dentsu Creative India. In this role, he will report to Ajay Gahlaut.

     “The decision is vital to the growth of dentsu Creative in India and aligned with the network’s global ambitions. Talents such as Aalap and Titus come with unmatched expertise & experience, and their contributions are bound to outweigh the expectations of our clients and the industry,” commented dentsuMB Group CEO Sidharth Rao. “Over the years, they have been groomed with the proficiency to build brands from scratch and are excellent at measuring & matching the market pulse with client needs. With this move, I look forward to dentsu Creative India reinforcing creative solutions in newer and undefined ways.”

    “It is fascinating to work with some of the country’s best creative brains. Aalap and Titus are creative geniuses who have delivered some fantastic campaigns over the years,” said Ajay Gahlaut. “Their brand-building approaches are contemporary and fresh. I feel that’s the need of the hour. All the conversations around us are evolving and it is inevitable for brands to evolve their conversations too. They are perfect for that task. Their expertise in brand thinking and storytelling will create robust digital-led creative solutions for clients. I am looking forward to working with both.”

    While working at India’s best mainline and digital agencies, Desai has developed a profile that is truly integrated. He has won over 150 International & National awards that include Cannes Lions, D&AD, Spikes and One Show. Previously, Desai was with dentsuMB India where he held the position of NCD.

    In addition to this, he also co-headed the creative team at dentsu Webchutney, Mumbai and was behind some of the most notable works like Code Name: Uri, The 8-bit Journo for Vice and The World’s Most Reported trailer for “Thappad.” Apart from this, Desai was also a part of the creative teams at Disney+ Hotstar, Leo Burnett, JWT, DDB Mudra, Ogilvy, and Publicis Ambience. He has helped build brands like McDonald’s, Complan, Huggies, Nerolac, Videocon d2h, and some youth-centric ones like Early Salary and MTV India.

    Speaking on his new role, Desai commented, “With the integrated approach we have now, I am excited to be a bigger part of that journey with my new role at isobar and Taproot dentsu. isobar has taught me the power of limitless possibilities, the power of future-gazing and thinking of things that don’t even exist. It is a scary privilege to not just be in step with the world but to create steps that the world will use to climb to the future.”

  • Isobar India appoints Aalap Desai as national creative director

    MUMBAI: Isobar, the digital agency from the house of dentsu India, has roped in Aalap Desai as National creative director (NCD). In his new role, Aalap will lead the agency’s creative team and report to COO Gopa Kumar.

    Aalap was previously associated with dentsumcgarrybowen (dentsuMB) India where he held the position of NCD. In addition to this, he also co-headed the creative team at Mumbai-based Dentsu Webchutney and was behind some of the agency’s most notable works. Aalap’s professional stints also include Disney+ Hotstar, Leo Burnett, JWT, DDB Mudra, Ogilvy, and Publicis Ambience.  

    Speaking on the appointment, Isobar South Asia managing director Shamsuddin Jasani said, “At Isobar, our motto is to ‘Invent, Make, Change’. We are striving to deliver innovative creative experience-led solutions for our brands in India. Aalap looks at tech as not something dry and lifeless but as something that can change lives and makes it work harder for brands. That’s a perfect fit with our philosophy and is the apt approach we need to make Isobar future-proof as a leader in innovations in India.”

    Gopa Kumar said, “We live in an age of clutter coupled with shrunken attention spans. For brands to rip through the noise and stand out is of paramount importance. Creativity is the only thing that can make that possible. It is not garnishing anymore. It is the meat. It is the substance, and it is the only way brands can take a leap. Aalap’s brand of creativity is just what Isobar India needs. Enjoyable and meaningful. I couldn’t think of anyone else better than Aalap to partner us in our next phase of growth.”

    Desai has won over 150 International & National awards and has also written feature film scripts, web series, and TV shows.

    Commenting on his joining, Desai said, “Digital is a creative mine that is still hugely under-explored. Solving brand challenges with a proper insight that is supplemented by digital intuition is an explosive combination that very few people are aware of and something that even fewer choose to tap into. This combination has always been part of the Isobar DNA, and I will work towards hyper-charging it. Also, the past year has been tiring. Work pressure has eclipsed the joy we derived from work. One of my top agendas will be to reverse that because I genuinely believe that a tiny, seemingly insignificant thing as joy is actually the only key that opens up many locks. It unlocks creativity, leading to unlocking fame, awards, and a thriving creative culture because all of these follow. Isobar has phenomenal energy and a brilliant set of people. I’m looking forward to having tons of fun.”

  • Platinum Evara’s campaign for new collection inspired by nature

    Platinum Evara’s campaign for new collection inspired by nature

    MUMBAI: Beyond her choice of couture, and wedding planning, the bride of today has come a long way in defining and knowing what she expects from her marriage. Armed with an education, a career and the empowering independence it brings, her choices and decisions are her own. She values traditions, rituals & set practices but has the ability to question and not blindly follow them. She seeks an equal partnership from her spouse-to-be and expects supportive in-laws – a true extension of her own family & support system.

    Earlier this year, Platinum Guild International (PGI) – India  in its campaign “MyFirstEvara” celebrated this new-age bride’s “rare firsts” – her new beginnings as she moves into a new phase of her life, tuning herself to a new atmosphere, fostering newer relationships, embarking on a fresh journey and adapting to multiple roles.  Her “rare” first moments & interactions charged with emotional meaning, occupy a special place in her heart. They form the founding blocks of her life’s new journey & are hence embedded in her memory forever. This season Platinum Evara celebrates another chapter in that course. The bride of today looks at her ‘first moments’ in her own way – being true to herself, her values & beliefs. She faces many societal challenges & expectations but she confidently negotiates them while expressing what truly matters to her. Without dismissing existing norms or rebelling without a cause – she stands assertive, optimistic & yet carries people along.

    One instance of a bride’s journey has been captured in a beautiful new film bringing alive this season’s #MyFirstEvara. The film opens with a scene where a mother-in-law is checking out a new house. This is the house that the daughter in law wants to move into to start her own journey. It captures the emotions that come along with a decision that has clearly not been easy on her – but one that she believes in & must follow. She stands up to her decision & is delightfully surprised when her mother-in-law reassures her that it is indeed the right one to make. The mother in law in fact backs her by telling her that “young couples need their space”. She helps her tide over her apprehensions comforting her & saying physical distance can never come in the way of a real connection! This special moment between them is marked with something rare – a piece of Platinum Evara.

    It marks the launch of a new collection from Platinum Evara inspired by Nature – a true tribute to the bride of today. Like the forms in nature, dynamically evolve, renew, transform and yet coexist with other life forms – leaving their mark, so does the bride of today. She breaks away from typical stereotypes and blossoms in her life after her wedding. This design theme hence mirrors her life stage.

    Speaking on the campaign, PGI director, consumer marketing Sujala Martis said, “The bride of today is no longer hesitant, nervous & full of self-doubt. She values her roots but always seeks newer possibilities of progressive change. She faces societally imposed norms yet, confidently negotiates them while expressing what truly matters to her. Our new collection inspired by nature is a tribute to her and this very outlook of hers”.

    “Modern women don't go by the stereotypes of a daughter-in-law and her relationship with her in-laws. It's a change that's the need of the hour and these brides of today aren't afraid to change societal norms. This campaign pays tribute to the women who have the rare qualities to go against the stream with nature-inspired platinum jewellery, marking these major milestones in her newlywed life,” said Dentsu Webchutney ECD Aalap Desai.

    The endearing new integrated digital and marketing campaign is currently live to promote the all-new range of Platinum Evara jewellery. The campaign is a 360-degree program led by a digital film and supported by a robust communication plan that includes Print, Digital, OOH and PR across markets to ensure high reach and frequency. The content across these mediums are focused to drive awareness and visibility for the new collection.

  • Early Salary, Dentsu Webchutney launch ‘Month-End Collection’

    Early Salary, Dentsu Webchutney launch ‘Month-End Collection’

    MUMBAI: EarlySalary, an innovative lending platform, has joined hands with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to roll out 10 video films for its ‘Month-End Collection’ product range.

    EarlySalary head – marketing Sudesh Shetty says,  "With Webchutney coming on board, the clear focus for both of us was to create engaging content that our TG can associate with. A lending product that caters to millennials and Gen Z can be fun and quirky. We are really excited about this project as both – content & the tonality is something that should work well with our audience. 

    Dentsu Webchutney executive creative director Pravin Sutar commented, “All brands in the financial service category are serious. We chose to be the opposite to stand out. We conceptualised each product keeping in mind the unfulfilled wishes of the consumer during month end to build a strong relevance with them.”

    Dentsu Webchutney Aalap Desai senior creative director added, “We deliberately chose humour and sarcasm to convey the message because that’s what 25-somethings today are heavily into. We couldn’t be preachy but we needed to tell them that if they want their wishes and dreams to be fulfilled, they either need to buy the hilarious Month-End Collection products or just download the EarlySalary app. The solution was as simple as that.”

    The EarlySalary app enables people to get instant cash in minutes. It has 1,25,000 proud customers so far and has successfully disbursed more than 750 crores, making it the country’s largest consumer lending application and helping its customers tide over their month-end misery.

    The Month-End Collection is a specially crafted product range meant for people who want to live their dreams and maintain their aspirational lifestyle even if their wallets can't afford it. For instance, if they can’t enjoy biryani at the end of the month, they can simply buy EarlySalary’s Biryani Perfume to make steamed rice smell like biryani. Can't have a vacation in Goa, buy the Wanderlust Vision binoculars with changeable lenses – to enjoy a view without moving an inch or spending precious bucks. If they don’t have money to fund their drinks at a house party, the House Full Glass Full beer mug that always looks filled is there to save them from drowning in their sorrows.

  • Dentsu Webchutney launches new campaign for Platinum Days of Love

    Dentsu Webchutney launches new campaign for Platinum Days of Love

    MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection. The complimentary design of each pair of love bands is brought to life by 30 films that arise from the insight of togetherness amidst individuality.

    The agency elaborates the campaign as the celebration and reflection of the modern love, which is progressive, equal, and rare.

    This kind of rare love, brought alive through these 30 films, is seen in very relatable differences between couples. She’s an environmentalist, he likes to burst firecrackers; he’s watching his weight, she tempts him by bringing home delicious desserts. Will it come in the way of love? With wit and gentle humour, the 30 films of togetherness demonstrate how those who have a rare connection don’t see differences as something that come in the way of love, they look at it positively. They know that despite the differences, what they share is rare.

    To introduce this idea of rare love, the agency created a Love Score, a test that encouraged people to test their love based on their differences. Ultimately, it was revealed that these differences should be celebrated and will not push you and your partner apart when you share a #LoveSoRare. Once intrigue was built, the agency launched 30 films inspired by the 30 designs that symbolise rare love.

    Commenting on the campaign, Dentsu Webchutney executive creative director Pravin Sutar said, “In a world where brands tend to look at relationships and love with rose-coloured lenses, it was refreshing to create a campaign that adds to the conversation in such a unique and honest way. Through #LoveSoRare, we’re asking viewers to rethink what makes their relationship truly unique. 

    Dentsu Webchutney creative director Aalap Desai added, “Each pair of rings from the collection has a unique design story that that marks the rare bond between a couple. Our 30 days of togetherness is a perfect reflection of this very love.”

    Platinum Guild International director consumer marketing Sujala Martis said, “Today’s generation is very pragmatic, we can’t attempt to sell them a fairy tale that is removed from their reality. But working with today’s truths & creating a value system that is aspirational, progressive & yet differentiated is what we aim for. Love needs to be based on true partnership with openness, honesty & real acceptance of each other’s individuality at the heart of it. Putting this into practise however is hard & rare to find.  A rare love like that deserves an equally rare metal Platinum.”

    This campaign will also give couples an exciting opportunity to win a special dining experience or wedding photoshoot on purchase of platinum in-store.

    The series of 30 videos is being released daily, starting from 23 November till 23 December.

  • Dentsu Webchutney appoints Aalap Desai as senior creative director

    Dentsu Webchutney appoints Aalap Desai as senior creative director

    MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has appointed Aalap Desai as senior creative director.

    He will work closely with Pravin Sutar, executive creative director and they will take charge of the Mumbai creative team. They will report to Nishi Kant, EVP and branch head for Mumbai.

    Previously, Desai was a creative partner at Hotstar and has also been a part of the team at Leo Burnett, JWT, DDB Mudra, Ogilvy and Ambience Publicis. He has handled brands like McDonald’s, Complan, HE Deo, Nerolac, Huggies, Rin and more. 

    Welcoming Desai to the agency, Kant said, “Over the last few years, we have been doing some good work for our biggest brands. Aalap comes in at the right time. His mandate is to keep raising the creative bar and partner with Pravin and me in leading the agency into the new age of creativity. With Aalap’s diverse experience across verticals and mediums coupled with his can-do fire, I foresee happy clients and meaningful partnerships.”

    Commenting on his joining Desai said, “A digital narrative for ideas is making campaigns more memorable and relevant. That’s exactly why it’s a great time to join Dentsu Webchutney. The clients are exciting, the work is great and the energy is phenomenal. I’m eager to add to the creative strength in Mumbai and work with Nishi, Pravin and the team here in creating work we’ll all be proud of.”