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Tag: Arjun Mukherjee

  • Wunderman Thompson Kolkata announces new campaign for Pentonic GumStik 

    Wunderman Thompson Kolkata announces new campaign for Pentonic GumStik 

    Mumbai: Pentonic, a writing instrument brand from the House of Linc, has ventured into the stationery category with its latest offering, Pentonic GumStik, a gum stick with super sticking power, in order to expand its product portfolio.

    Created by its agency-on-record, Wunderman Thompson, Kolkata, Pentonic has released a new digital film titled “The Aviator ” to bring this product attribute alive.

    The film tells the story of a nerdy 10-year-old who loves aeroplanes. He creates a model with a Pentonic GumStik and throws it in the air, which then embarks on an epic flight. The visual story is complemented by a unique sound design as it builds on the idea of kids using vocal effects while playing with toys.

    “Pentonic as a brand is designed to be unique. The GumStik is a transparent gum in unique black packaging and comes with super-sticking power. We needed a unique film to expand our mindshare among the target audience, which is school-going kids and their parents,” says Linc Pens MD Deepak Jalan.

    “We have been partnering with Linc Ltd. on the brand Pentonic since 2019 across multiple product and format launches. We are happy and proud to be part of their growth story,” says Wunderman Thompson, Kolkata managing partner Vijay Jacob Parakkal.

    “The power to stick different stuff together to create something new is a magical, superpower. We needed a magical story to bring this alive. After much exploration, we decided on the art and animation style,” adds Wunderman Thompson Kolkata senior ECD & VP Arjun Mukherjee.

    “Pentonic GumStik is a new entrant in a category that is defined and created by a behemoth. We had to do something to get noticed. This is a film that attempts to do that. It retells the story of adhesive power in a way that is likely to stick around in the mind a bit longer,” says Wunderman Thompson Kolkata VP & CSD of client servicing Soumya Chowdhury.

  • The Washout: Wunderman Thompson’s digital film for Tata Steel

    The Washout: Wunderman Thompson’s digital film for Tata Steel

    MUMBAI:  Wash your hands with sanitiser or soap and running water for 20 seconds. Unless you were living under a rock, this is an advisory the entire world is now familiar with. Driven by fear of Covid2019 and thanks to the scarcity of sanitisers, we are now washing hands more than ever. Several videos that have been doing the rounds have taught us how to do it the right way. From wetting hands with water and applying enough soap right down to rinsing hands thoroughly with running water and then drying hands – we have seen it all. We have intimate knowledge of the components of a perfect hand wash – interlaced fingers, palm to palm, rubbing rotationally with clasped fingers and so on and so forth.

    Among the various brands and companies that have been circulating videos on precautions in social media is Tata Steel. It has been actively combating Covid2019 since the lockdown began, issuing several advisories, including one on hand wash. Tata Steel and  Wunderman Thompson South Asia – creators of the advisories – were curious to know whether people are putting their knowledge of best hand wash practices to good use. Are they practising what they have picked up from countless hand wash videos? There was only one way to find out.

    “We conducted a social experiment. We asked people to send in videos of their hand wash regimen. What we discovered was surprising and shocking at the same time! We were pleasantly surprised to see that just about everyone was familiar with the correct way to wash hands. But the relief we felt at this discovery was short-lived as we chanced upon something that was quite alarming, to say the least. We found that everyone without exception kept their taps running while washing their hands. Which meant that for every 20 sec hand wash, each of these individuals was wasting several litres of water,” said the company release.

    Tata Steel has always been committed to a sustainable future. Its sustainability initiatives encompass the areas of biodiversity, renewable energy, water conservation, recycling and reduction of carbon footprint. On the occasion of Earth Week, the message of washing hands while saving water needed to be shared immediately. Who better than Tata Steel – a sustainability champion – to do the needful. And what better way to deliver the message than a film for digital media.

    “But how to get this done at this time? We approached a production house who strung together the videos from our social experiment combining it with footage that they shot, inserted the supers, scored the music and mixed it. And the film was good to go when most of the entire world was shut inside. The film begins with shots of people of different genders and age groups washing their hands. We find that each individual is doing it the right way. The camera then reveals each person had the tap on right through the 20 sec of hand wash. The film ends with the words ‘Don’t let one crisis give rise to another. Don’t keep the water running while you wash your hands,” stated the company.

    Senthil Kumar, chief creative officer, Wunderman Thompson, said: “The idea was to highlight the hidden problem which will only increase with every hand wash. If the tap remains open while we are washing our hands for 20 seconds or more, we end up wasting a lot of water. It is imperative to draw attention to this issue which can be easily overlooked because of the threat of Corona. The creative device of social experiment lends the film a certain candour and authenticity. And since Tata Steel has always stood up for sustainability for a better future, it punctuates this very important message that could otherwise be missed. While we build India’s biggest bridges we also care about the water under the bridge.”

    Arjun Mukherjee, ECD & VP, Wunderman Thompson, Kolkata said, “While we are following the guidelines and washing our hands frequently, we are precipitating another global crisis – water shortage. This can lead to a huge water scarcity in the near future. This timely film drives home the message that when we wash hands we should be careful not to waste water.”

    Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, said: “Wunderman Thompson, erstwhile JWT, has been associated with Tata Steel for several decades. We had created the iconic ‘We Also Make Steel’ campaign for Tata Steel and, more recently, the ‘We Also Make Tomorrow’ campaign. We are delighted to partner Tata Steel again on this extremely relevant film with an urgent message.”

    Credits:

    Client: Tata Steel

    Agency: Wunderman Thompson

    Project Head:

    Vijay Jacob Parakkal, Sr. VP & Managing Partner

    Creative Team:

    Senthil Kumar, Chief Creative Officer

    Arjun Mukherjee, ECD & VP

    Nuzhath Enayath, Copywriter

    Account Management:

    Nilanjan Sarkar, Client Services Director

    Production house: Little Lamb Films

    Executive Producer: Monalisa Mukherji

    Producer: Avishek Ghosh

    Director & Editor: Nobin Dutta

    Music: Mayukh-Mainak

  • Excel Films launching ‘3 Storeys’

    Excel Films launching ‘3 Storeys’

    MUMBAI: Masumeh who started with hit TV series Thoda Hai Thode Ki Zaroorat Hai and Gubbare and stepped in to films with ‘Chupke Se’ and highly acclaimed ‘Maqbool’ is all set to be seen in Excel Films’ ‘3 Storeys’ directed by Arjun Mukherjee next.

    The actress will be seen returning to the Big screen after 7 years. Ask her where she has been hiding and she says, “I’ve not been hiding. In fact I have been working tirelessly on building my company, Short Circuit. Acting is a passion and it so happened that the role in 3 Storeys was everything I wanted and believed in. It really reminded me of why I began acting in the first place.” 

    Having turned entrepreneur with her video ad and digital agency, Short Circuit, Masumeh has worked and produced on 100 ads for a multitude of clients. Ask her if we would see her more in films now, she says, “I am actor by choice, because I am passionate about it. I want to take up roles where I can challenge myself and channel the passion I have for acting”.

  • Dalmia Cement introduces robot Mr D

    Dalmia Cement introduces robot Mr D

    MUMBAI: Ever since its entry into the Eastern market, DSP Cement, the premium offering from Dalmia Bharat Cement stable, has successfully established itself as a new quality benchmark for all dhalai applications. For the first time, Dalmia Bharat has unveiled its new Dalmia DSP TVC to reinstate its positioning as ‘the dhalai expert’.

    There were cement brands which were looked at from the manufacturer’s viewpoint of strength and durability. Dalmia Bharat Cement decided to turn the table. The objective of the campaign was to introduce Mr D, a friendly Robot which is a representation of the futuristic role played by DSP Cement as the dhalai expert providing the best solutions in a consumer’s life. 

    The TVC shows Mr D as a constant companion to a kid, in sun or rain, throughout his life until he grows up. He is a constant friend & support right from days in the cradle, to the first baby steps to adolescence and finally as a grown-up. He is there as a teacher, a guardian angel, sometimes as a friend and at times just as a caregiver. And finally, when the moment arrives, he dons the expert hat and helps our protagonist and his wife choose the right material for their dream home. The film ends on an emotional high when the wife hands over their new-born to Mr D with the same trust and faith.

    Dalmia DSP kicked-off its breakthrough campaign aiming to connect directly with the consumers. In a clear shift from the oft-repeated ‘strong construction’ proposition in cement category communication, the TVC is unique as it helps the viewer to relate more to the inherent qualities of the brand through the robot Mr D becoming a part of people’s lives and their stories. 

    The TVC has been created by JWT, Kolkata and will see a 360 degree marketing across all traditional and new media platforms. 

    Dalmia Bharat Cement senior executive director of group marketing BK Singh says, “Dalmia DSP is the coming together of the best technological innovation and highest product quality to deliver durability for generations. Dalmia DSP plays a critical role in the lives of people and will continue to provide progressive ideas and thought leadership for the industry. We are here to stay and build the new world.’’

    JWT Kolkata VP and ECD Arjun Mukherjee adds, “To justify the superiority of Dalmia DSP Cement we decided to build on the futuristic platform. However, the challenge was also to give an emotional hook to a technology product. We took extreme care to play up the softer attributes of the robot so that he exudes certain warmth and makes the entire proposition a lot more believable.”

  • Turtle Limited unveils ‘Blindspot’ campaign to commemorate World Turtle Da

    Turtle Limited unveils ‘Blindspot’ campaign to commemorate World Turtle Da

    MUMBAI: To commemorate World Turtle Day, Turtle Limited, one of India’s finest men’s lifestyle brands, launched another heart touching unique effort, called The Blindspot campaign to support its on-going efforts to conserve the endangered species of Turtles. Turtle Limited has always been recognized as brand with high creative perception and to keep it synonymous this year they have associated with Premasree – a free residential home for blind and visually impaired children, aims to raise awareness about Turtle conservation through the creations of blind children who would be painting or creating models of turtles with colorpencils or clay dough. Set up as a Registered Trust, Premasree began its operation in December 2012 and is situated in Ghatakpukur, (Jagulgachi village 24 Parganas (S) West Bengal). Premasree currently houses 30 blind and visually impaired children.

    It is often said that outer beauty pleases the eye but inner beauty captivates the heart. Turtles have been around for 200 million years and knowing the kind of hurdles they face to survive still we have turned a blind eye towards turtles. This campaign is conceptualized to drive home this message through those who cannot see but express their feelings through profound creativity. ‘The Blindspot’ campaign involved Turtle Limited arranging a workshop with blind children at Premasree, where they were given drawing sheets, pencils and play dough to create Turtle’s. This was followed by an engaging 360 degree communication campaign, where these unique pieces of art were displayed on social media alongside a photo of their little artists who created them. The campaign was an eye opener towards the cause of conservation of this special reptile. Posts on this campaign were liked, shared, and points were donated to spread the message across all social media platforms. Based on the number of these likes shores and donated points, Turtle Limited provided a monetary donation to the Turtle Surveillance Alliance, who are their partners in this ongoing fight to save turtles. The campaign also displayed a limited line of T- Shirts imprinted with these paintings. To inspire and educate more people towards Turtle conservation, this unique initiative has been filmed; with every step on this journey captured poignantly in a film that will be released online and will be spread virally.

    Commenting on this initiative, Turtle Limited director Shitanshu Jhunjhunwala said, “Turtles have been around for 200 million years, yet they are rapidly disappearing as a result of smuggling, the exotic food industry, habitat destruction, global warming and the cruel pet trade. Keeping in mind this sad state of turtle globally, we thought of launching a campaign that would try to raise awareness towards this case, with these gifted young children at Premasree. We hope that through this unique vision of filming this beautiful journey, we would be able to reach out to a greater number of people towards the cause of Turtle conservation.”

    Expressing the thought behind the creation of yet another unique campaign to commemorate World Turtle Day, JWT executive creative director Arjun Mukherjee said, “To make the world at large see the plight of the turtles, we went to those who have never seen one before in their lives. The campaign was crafted to touch the heart and the purity of intent was the reason behind its success on social media. The thousands of likes and shares now actually getting converted into active interest in saving turtles prove the fact that the blindspot is slowly being removed.”

  • Turtle Limited unveils ‘Blindspot’ campaign to commemorate World Turtle Da

    Turtle Limited unveils ‘Blindspot’ campaign to commemorate World Turtle Da

    MUMBAI: To commemorate World Turtle Day, Turtle Limited, one of India’s finest men’s lifestyle brands, launched another heart touching unique effort, called The Blindspot campaign to support its on-going efforts to conserve the endangered species of Turtles. Turtle Limited has always been recognized as brand with high creative perception and to keep it synonymous this year they have associated with Premasree – a free residential home for blind and visually impaired children, aims to raise awareness about Turtle conservation through the creations of blind children who would be painting or creating models of turtles with colorpencils or clay dough. Set up as a Registered Trust, Premasree began its operation in December 2012 and is situated in Ghatakpukur, (Jagulgachi village 24 Parganas (S) West Bengal). Premasree currently houses 30 blind and visually impaired children.

    It is often said that outer beauty pleases the eye but inner beauty captivates the heart. Turtles have been around for 200 million years and knowing the kind of hurdles they face to survive still we have turned a blind eye towards turtles. This campaign is conceptualized to drive home this message through those who cannot see but express their feelings through profound creativity. ‘The Blindspot’ campaign involved Turtle Limited arranging a workshop with blind children at Premasree, where they were given drawing sheets, pencils and play dough to create Turtle’s. This was followed by an engaging 360 degree communication campaign, where these unique pieces of art were displayed on social media alongside a photo of their little artists who created them. The campaign was an eye opener towards the cause of conservation of this special reptile. Posts on this campaign were liked, shared, and points were donated to spread the message across all social media platforms. Based on the number of these likes shores and donated points, Turtle Limited provided a monetary donation to the Turtle Surveillance Alliance, who are their partners in this ongoing fight to save turtles. The campaign also displayed a limited line of T- Shirts imprinted with these paintings. To inspire and educate more people towards Turtle conservation, this unique initiative has been filmed; with every step on this journey captured poignantly in a film that will be released online and will be spread virally.

    Commenting on this initiative, Turtle Limited director Shitanshu Jhunjhunwala said, “Turtles have been around for 200 million years, yet they are rapidly disappearing as a result of smuggling, the exotic food industry, habitat destruction, global warming and the cruel pet trade. Keeping in mind this sad state of turtle globally, we thought of launching a campaign that would try to raise awareness towards this case, with these gifted young children at Premasree. We hope that through this unique vision of filming this beautiful journey, we would be able to reach out to a greater number of people towards the cause of Turtle conservation.”

    Expressing the thought behind the creation of yet another unique campaign to commemorate World Turtle Day, JWT executive creative director Arjun Mukherjee said, “To make the world at large see the plight of the turtles, we went to those who have never seen one before in their lives. The campaign was crafted to touch the heart and the purity of intent was the reason behind its success on social media. The thousands of likes and shares now actually getting converted into active interest in saving turtles prove the fact that the blindspot is slowly being removed.”

  • Turtle unveils digital ad campaign to save endangered species

    Turtle unveils digital ad campaign to save endangered species

    MUMBAI: As a part of their initiative to save the endangered turtles species, men’s lifestyle brand Turtle Limited, has launched a campaign called #SaveLittleShelly.

     

    The film opens up with an interesting animated character of little Shelly in a four part digital campaign. An initiative during the World Turtle Month, the #SaveLittleShelly is an extended campaign to the company’s campaign last year.

     

    #SaveLittleShelly is launched as a hashtag on social media as the story of Shelly, a baby turtle with a cute shell, making her journey from the nest to the sea, braving all dangers that come in the way. A unique animated social initiative, it is a two minute YouTube film broken down into four stages. At the end of each stage, viewers are asked to help Shelly complete the next leg of her journey by likes. Every new stage of the film was released only after a certain number of likes at the end of the previous stage. Gradually four stages of the film made it to YouTube. Finally, on World Turtle Day, people were able to see the entire film.

     

    Speaking on this campaign, JWT creative art director Arjun Mukherjee said, “The entire idea was to raise awareness of the plight of the turtles, who are facing extinction, in an interesting and engaging manner. So we wanted to give people, hands on opportunity to save a turtle. The month long initiative saw the creation of a cute virtual turtle that can move a step forward towards survival only when one donates. While the actual donations went towards the conservation of turtles and their environment, thousands of people logged in everyday to watch the journey of Shelly the Turtle and helped spread the word.”

     

    Celebrated on 23 May, 2015, World Turtle Day is dedicated to the salvation of these marvellous creatures that have inhabited this planet for the last 200 million years. To build buzz around #SaveLittleShelly campaign, the social media was flooded with interesting posts, ads and every Turtle shop in the country was speckled with posters that talked about the drive and the cause. Store merchandise were designed around Shelly and distributed to customers, who spread the word and drove the initiative both on social media platform and the personal front.

     

    Commenting on this initiative, Turtle director Shitanshu Jhunjhunwala said, “Turtles have been around for 200 million years, yet they are rapidly disappearing as a result of smuggling, the exotic food industry, habitat destruction, global warming and the cruel pet trade. Keeping in mind this sad state of turtle globally, we thought of launching a month long campaign instead of celebrating a single day to raise awareness to save turtles.”

     

    With a 360 degree engaging campaign from a small message to a big-hearted donation drive, this campaign shows a simple idea can spread through word of mouth and create maximum impact.

  • Excel Entertainment collaborates with Hollywood studio for ‘Three Stories’

    Excel Entertainment collaborates with Hollywood studio for ‘Three Stories’

    MUMBAI: 2015 is going to be one lucky year for Farhan Akhtar and Ritesh Sidhwani’s Excel Entertainment. Having a lot on its platter, from Dil Dhadakne Do and Bangistan set for release to starting preparations for Rock On 2 and Raees, the production house seems to be on a roll.

     

    Adding to the kitty, it has signed a co-production deal for its next film – Three Stories with a popular Hollywood studio, Relativity Media.

     

    Aiming at an international audience, this California based film studio will be helping Excel Entertainment in the mainstream release of the movie. Relativity Media has previously produced films like The Bourne Legacy, Magic Mike among others.

     

    Directed by ad filmmaker Arjun Mukherjee, the film in question stars Sharman Joshi, Shefali Shah and Pulkit Samrat. The actresses’ names are still being kept under wraps. Sidhwani who is excited about taking the film to a global audience stated that Three Stories is an emotional tale with elements of humour. It is being said that the story revolves around three chawl residents in Mumbai who are trying to deal with the situations in an urban society.

     

    It is slated to go on floors in January 2015. 

  • Centuryply unveils “Sab Sahe Mast Rahe” campaign

    MUMBAI: Centuryply has unveiled its new advertising campaign to communicate a new interpretation to the brand tag line ‘Sab Sahe Mast Rahe‘.

    Bates Kolkata has ideated and conceptualised the campaign.

    The campaign is based on a basic human insight that when people get angry, they lose control over themselves and unleash their anger on objects around. Mostly, it‘s doors, windows, wardrobes, tables and other pieces of wooden furniture that bear the brunt. It takes all the battering in its‘ stride and gives peace and tranquility in return. Hence, it is titled ‘Sab Sahe Mast Rahe‘.

    It aims at redefining the brand image and increasing consumer involvement with the plywood category through Bates‘s proprietary ‘Changengage‘ tool. The campaign is targeted at upwardly mobile urban male in the age group of 35-45 years who is a homeowner and digital savvy, the company said.

    Bates ECD Arjun Mukherjee said, “The pressure was on, tension ran high and everyone was looking for that killer idea. And then it happened. Anger got the better of the team and turned them into growling monsters. It was total mayhem! Everyone started taking it out on the tables, chairs, doors, windows and other furniture. Many kicks and punches later an idea was born!! A basic human emotion was used to demonstrate the immense strength of Centuryply. Finally the dust settled, the anger evaporated quickly and we had our campaign.”

    The campaign is airing on News, GEC, infotainment and some select sports channels in the primetime slot. Besides TV, Centuryply has drawn a multi-media campaign plan to reach its TG by using media vehicles like OOH, Radio, Multiplex and Digital platforms.

    The campaign will go on till March 2013. To ensure consumer engagement, BTL activities like multiplex, mall and trade activations have been planned.

    The TVC has been shot in Poland by Vinod P Vijay of Lemon Yellow Sun Films.

    The spot starts with a little boy munching chips. He sees an SUV crashing behind him and looks up to find a monstrous Gorilla growling angrily at him. The Gorilla then charges with full steam and kicks the door of the house without being able to make any impact. Dumbfounded, the Gorilla makes way for the roof of the house, breaks in and crashes on the dining table. Just like the door, the table too is unaffected. We now see the man of the house, scared out of his wits, escaping into the cupboard, followed by the angry Gorilla. The Gorilla hits the cupboard with all its might but in vain. Finally comes the moment of truth and through a reflection in the mirror we discover that it‘s actually the wife who was banging the cupboard door. She was angry on her husband who had forgotten their anniversary. Threatening him with dire consequences should he forget it ever again, they sit down over dinner to celebrate. Nemesis strikes our man yet again as he asks, “So how many years has it been?” The gorilla is back, madly thumping against the wooden dining table.