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  • Dentsu Impact, Maruti Suzuki launch ‘Move Up’ campaign

    Dentsu Impact, Maruti Suzuki launch ‘Move Up’ campaign

    NEW DELHI: Moving up in life is a dream that is cherished by all. Bringing this insight to life, Maruti Suzuki has launched its latest campaign, ‘Move Up’, for its brand – the 2020 Dzire.

    Conceptualised and executed by Dentsu Impact, the creative agency from the house of Dentsu Aegis Network (DAN) India, the campaign introduces the latest edition of India’s best-selling sedan, the 2020 Dzire.

    With the all-new 2020 Dzire, Maruti Suzuki has introduced an offering that provides an upgrade not just for the owner of the car, but to every member of his or her family. It features a strikingly new and bold front fascia with a premium single-aperture front grille and bold chrome accents. Moreover, the sedan also has spacious and stylish interiors with champagne trim accents. It is powered by the advanced K-series Dual Jet and Dual VVT BS6 petrol engine with an idle start-stop (ISS) function. For enhanced customer convenience, the advanced features include cruise control and auto foldable ORVMs with Key sync. The enviable feature list, thereby, makes the 2020 Dzire a perfect car for those who go out of their way to provide their family an advanced experience.  

    The film has been released on television with a longer edit on digital. The campaign film is supported by elements in print, OOH and social media. It captures the story of a father who celebrates his success by going out of his way to fulfil his daughter's wish with the help of his 2020 Dzire. The digital short films are feature-led, integrating them seamlessly within the storyline itself. It is pertinent to note here that the campaign will be live till mid-August.

    Maruti Suzuki India  executive director – marketing & sales – Shashank Srivastava said, "With over 55 per cent market share in its segment, Dzire is the preferred sedan of over 20 lakh customers. Building on an overwhelming customer response, the 2020 Dzire offers next generation K-series engine with segment-first idle start-stop technology (ISS), an upgraded premium exterior design, refreshed interiors, and advanced features. As a company, we have believed in bringing technologies that benefit the customers. The 2020 Dzire will help us to continue with our brand promise, to offer products with state-of-the-art designs and advanced technology to delight our customers."

    He further added, "The introduction of the advanced K-series Dual Jet, Dual VVT BS6 petrol engine with idle start-stop (ISS) function makes it more desirable, low on emissions with best-in-class fuel efficiency."

    Dentsu Impact  national creative director Anupama Ramaswamy said, "When it comes to Indian families, moving up never happens alone. Right from our childhood, we have seen our fathers work tirelessly, selflessly and go to any length to make every little wish, every little desire come true. With the 'Move Up' campaign, we celebrate this emotion and, also tell all fathers that the 2020 Dzire is by their side to see each and every desire of their loved ones come true."

    Dentsu Impact president Amit Wadhwa added, "The idea of ‘Moving Up’ together with your family is one that resonates with every Indian. And when it comes to cars – moving up and togetherness is exemplified quite well in a sedan, especially by Dzire, which is the top choice for millions of people. The communication created around the car reflects just that and if I may add… quite beautifully!”

    Credits

    Client: Maruti Suzuki India Limited

    Agency: Dentsu Impact

    President: Amit Wadhwa

    Chief Creative Officer: Soumitra Karnik

    National Creative Director: Anupama Ramaswamy

    Copywriter: Uday Dayal

    Account Management: Karun Arora, Arjan Soni, Dipti Sinha

    Production House: Crazy Few Films

    Director: Sharat Kumar

    Producer: Viraj Gawas

    DOP: Andrew

    Music: Abhishek Arora

    Singer: Abhishek Arora

    Editor: Aman Shukla

  • WATConsult finds 70% of internet users to access in local languages by Dec 2020

    WATConsult finds 70% of internet users to access in local languages by Dec 2020

    MUMBAI: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, under its market research division –Recogn, has unveiled its latest report on ‘Digital, Diverse & Multilingual India’. The report maps digital content consumption patterns of Indian users across local and regional languages. It also shares an in-depth analysis of the users’ preferences inside the Indian demography.

    Over the past few years, internet usage behaviour has changed tremendously with more users accessing the internet in their respective languages. Also, whilst most Indians are well-versed in at least two languages, it is observed that they are more comfortable accessing information in their local dialects. Consequently, a variety of digital solutions along with mobile and internet applications have recently been introduced in several local languages to cater to such consumer demands.

    This report, therefore, brings afore the digital content consumption patterns of these users across categories such as music, video streaming, and short-and-long-format content, amongst others. For a deeper understanding of the audience, the report has further segmented them into categories like functional users, casual users, students, etc.

    Below are the key findings of the report: 

        By December 2020, WATConsult estimates that close to 70% of all internet users will access the internet in their local languages.

        A majority of Indians prefer watching content around food, entertainment and education in their local language.

        Video content on technology, gadgets, fashion, and sports are preferred to be consumed in English.

        57% of the audiences watch online videos several times a day. YouTube is the most used application to watch and consume online video content, followed by Hotstar     and JioTV.

        There has been a great transition in the music streaming market with the advent of global players like Spotify, YouTube Music, and others. The audiences prefer     listening to music in their local or regional languages because it builds an emotional connect.

        While browsing on social media platforms, more than one-fourth of the users like to consume content related to memes, videos, images, etc. in their local language.
        More than one-fourth of the users feel that the search results in their local language is inaccurate.

        43% of the housewives feel that there are limited options to choose the language on online shopping websites. Lack of this local language feature does not result in a suitable experience that the customer is looking for.

    Speaking on the report WATConsult CEO Heeru Dingra said, “The report brings across a plethora of interesting data that can be further useful for stalwarts across industries. Since India is a diverse country with multiple languages and dialects, we believe that it is extremely important to approach consumers in the languages they prefer. While it is a mammoth challenge to process and train all the data for so many different languages, the insights presented in the report would benefit marketers significantly in chalking their way ahead.”

    The report can be viewed on: (https://www.watconsult.com/watinsights/local-language/)and is available for download at Rs. 999.

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  • WATConsult bags e-commerce mandate for Meyer Vitabiotics

    WATConsult bags e-commerce mandate for Meyer Vitabiotics

    MUMBAI: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, has won the integrated e-commerce mandate for Meyer Vitabiotics. It is a part of Vitabiotics, headquartered in London. The organisation is one of the leading pharmaceutical manufacturers in the vitamin and mineral supplements category.

    As per the mandate, ecommencify, the agency’s e-commerce division will focus on scaling Wellman, the internationally acclaimed multi-vitamin and mineral brand marketed by Meyer Vitabiotics in India, across various marketplaces including Amazon and Flipkart. It will also target e-pharmacies like pharmeasy and 1mg, amongst others. It is pertinent to note here that the brand forayed into the country last year in partnership with Virat Kohli, one of India’s biggest cricket celebrities as its brand ambassador.

    With its expertise in the e-commerce sector, the agency will utilise its strategic interventions through organic and inorganic means. Furthermore, it will use creative and other media tools to enhance the brand’s footprint right from the nascent stage. This will include product listings, marketplace management and more, boosting the brand’s e-commerce journey in India. This win yet again, strengthens ecommencify’s extensive brand portfolio spread across categories like pharma, retail, FMCG, consumer goods and BFSI.

    Meyer Vitabiotics  director Uma Kalekar said, “Our parent company, Vitabiotics is UK’s No.1 Vitamin Company and has been a pioneer in providing targeted nutrition across the life stage of an individual. Brands like Wellman, Wellwoman, Perfectil, Menopace, Pregnacare, Immunace etc. are all UK’s No. 1 Supplements in their respective categories. Our company is known for innovation and our brands have been awarded the prestigious Queen’s Award for Innovation.”

    “We believe that there is huge awareness about health and nutrition in the country today. People are gradually realising it cannot be a ‘one size fits all’ approach to provide nutrition for targeted needs. Meyer Vitabiotics will play this vital role in providing targeted, gender-based nutrition to the consumers in our country. We are also proud to announce Virat Kohli as the brand ambassador for Wellman, UK’s No. 1 supplement for men. He epitomises fitness and this association will create significant awareness amongst our consumers,” she further added.

    Kalekar concluded, “Health and nutrition is witnessing a huge demand on the e-commerce platforms and this is the perfect time for us to provide them with our supplements. We believe that our products can reach numerous households with the expertise of WATConsult’s ecommencify. We are proud of this partnership which will help us in strengthening our e-commerce journey.”

    WATConsult CEO Heeru Dingra said, "Vitabiotics has numerous differentiated brands in its fold providing targeted supplementation, which indeed has a huge potential on the e-commerce platforms. And, with the health and nutrition market growing exponentially year on year, it will be our endeavor to help the brand amplify its presence in the Indian market. Our goal would be to help the brand resonate with the Indian audience, enabling it to make its presence felt in a substantial way. With such a highly influential youth icon, Virat Kohli on board, we are excited about the prospects of this partnership.”

  • Tata Motors, WATConsult recreate Ludo to spread awareness on Covid2019

    Tata Motors, WATConsult recreate Ludo to spread awareness on Covid2019

    Mumbai: The Covid209 lockdown has brought about a fundamental shift in content consumption patterns. With ample time in hand, people are turning to watch movies, shows, and play online games to keep themselves entertained. Amongst all, one game that has seen a tremendous surge in popularity and repeat plays across every age group is Ludo.

    With over 50 million daily active users, this game brings together families and friends in a time when they physically cannot be. The game has also witnessed a huge amount of success among celebrities during this period of lockdown. While everyone understands the rules of Ludo, a closer look at the game reveals that apart from being entertaining and addictive, it is also a perfect metaphor for social distancing.

    Leading automobile manufacturer Tata Motors and WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, decided to use this symbolism to re-create this unique game. Titled #SafetyFirst Ludo, the new version of the game highlights the necessity to stay indoors and the risks that would befall us if we ventured out without protection.

    Link to the game:https://ludo.tatamotors.com/

    The idea stemmed from a simple insight wherein the main goal is to reach your ‘home’ as quickly as possible. As per the rules of the game, when a player ‘touches’ someone (equivalent to an in-game kill), he/she has to go back to the starting point (which is similar to being in quarantine) until the player rolls a 6 again; and this is the exact representation of what we are currently facing in the fight against Covid2019. This popular game has been re-launched during the lockdown period, aiming to teach Indians to be hygienic and show responsibility in protecting themselves.

    The game is designed in two playing modes: the Virus Spread mode and the Social Distancing mode. In the 'Virus Spread mode', one would get penalised for being too close to another player, that is, when the player is right behind or in front of them. But this can be counteracted by choosing to ‘sanitise’. The idea behind 'Social Distancing mode' is to avoid the players from being too close to each other under all circumstances. They need to maintain a minimum of one block distance between any two pieces at any given point in time.

    Vivek Srivatsa, head – marketing, passenger vehicle business unit, Tata Motors, said, "In light of the current scenario, digital engagement has taken a completely new shape. With an increased consumption of online content, keeping customers entertained yet informed is the way forward. Safety has always been of utmost importance to us, and what better way than to integrate it within a game that is synonymous to all. With the above in mind, we along with our team at WATConsult came up with an ingenious idea of #SafetyFirst Ludo. We aim to bring our community together on this gaming platform while reminding them of the importance of practicing Safety First during these times.”

    WATConsult CEO Heeru Dingra said, “With the lockdown impacting all of us in many different ways, digital engagement is something that is indeed binding us together. Games and television seem to be the major sources of entertainment. Safety being Tata Motors’ utmost priority, we thought of extending the brand's philosophy uniquely. #SafetyFirst Ludo is the perfect example of what we need right now, a subtle reminder of why we must maintain social distancing, along with a fun and engaging activity to help the lockdown become a little more fun.”

    Tata Motors was the first Indian manufacturer to make a 5-star safety-rated car for India certified by Global NCAP and #SafetyFirst has always been one of their core values. In this time of need, this campaign manifests the same values, globally.

  • WATConsult appoints Mahesh Nazare as Director – HR and L&D

    WATConsult appoints Mahesh Nazare as Director – HR and L&D

    MUMBAI: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN), has appointed Mahesh Nazare as its new Director – HR, Learning and Development (L&D).

    In his new role, Nazare will oversee the HR vertical at WATConsult with a strong focus on L&D. He will also mentor the team to build and ensure a robust and great organisational culture within the agency.     

    Armed with more than 18 years of experience across the Indian and Asian diaspora, Mahesh specialises in leadership and management development, creative thinking, communication and effective team building.

    A certified Neuro Linguistic Programming (NLP) practitioner, Nazare has built strong customer and delegate relationships with all his clients ranging from major multi-national companies to local SMEs. He has closely worked and trained mid-to-senior management teams across different industries and verticals.

    Speaking on his appointment, Heeru Dingra, CEO, WATConsult said, "Our people are single-handedly the most critical assets and the key differentiator of the company. Their growth and wellbeing are of paramount importance to us, making human resources a vital strategic partner. We are glad to welcome Mahesh to our leadership team. He brings a unique combination of deep L&D experience along with well-honed strategic and business capabilities. I am certain that he will be the right custodian of our company culture and will develop robust strategies to ensure a healthy and engaging workplace.”

    Talking about his new role, Nazare said, “I am elated about my new journey with WATConsult. My role is to introduce an agile and an innovative design approach to support the organisation in people development and engagement. Employee efficiency and personal growth is imperative. I am looking forward to interacting with the young and enthusiastic WATizens and create a knowledge sharing platform for them.”

  • DAN appoints Gurbaksh Singh to lead DAN Innovation Lab in India

    DAN appoints Gurbaksh Singh to lead DAN Innovation Lab in India

    MUMBAI: Dentsu Aegis Network (DAN) India has announced the launch of DAN Innovation Lab in an attempt to foster, access and accelerate innovative learning and thus, offer advanced solutions to complex client problems.  

    The facility, designed and built as a collaborative Lab space, brings together key resources and superior local talents, hand-picked from across the DAN brands – Dentsu Webchutney, Isobar India and Posterscope India.

    Created to incubate and nurture innovation, DAN Innovation Lab will work on open data, develop prototypes and intellectual property, build new products and services, engage technology to create differentiated consumer experiences, draw holistic client solutions from cross-functional expertise and in due course, collaborate to execute those solutions, seamlessly. 

    Led by Gurbaksh Singh, erstwhile chief creative technologist at Dentsu Webchutney, DAN Innovations Lab India will drive solutions for clients keeping creative and tech at its functional core. As chief innovation officer – DAN Innovation Lab, Gurbaksh will hereafter work with the teams at Dentsu Webchutney, Isobar India and Posterscope India on emerging technologies to drive tech-led innovations for all the three agencies. However, eventually Dan Innovation Lab will also support all DAN brands and service all DAN clients across India.

    Dentsu Aegis Network India CEO Anand Bhadkamkar said, “I am extremely proud to announce the launch of DAN Innovation Lab. The facility will function as a central faculty between Dentsu Webchutney, Isobar and Posterscope to bring together the network’s expertise in strategy, technology, design and creativity from across the Group. Keeping creativity at its core, DAN Innovation Lab will focus on generating ideas and fresh business tactics to help drive greater efficiencies and deliver the best possible outcomes for our clients.” 

    Gurbaksh Singh added, “I am deeply honoured to take up this new role. This has opened a whole bunch of opportunities on a much larger playground. Working with multiple creative teams across agencies will only strengthen the creative output. I believe in embracing new makers and sparking curiosity that can lead to incubating a new culture of innovation in the group. Developing new solutions on this new front will be exciting and equally challenging.”

  • Mobile advertising to surpass desktop in 2020: DAN Digital Advertising Report

    Mobile advertising to surpass desktop in 2020: DAN Digital Advertising Report

    DELHI: The year 2020 will witness ad spends on mobile devices surpassing the spends on desktop for the first-ever-time, indicates the DAN Digital Advertising In India report launched in New Delhi on Thursday. The spending on mobile devices is expected to grow by 41 per cent during the year and will amount for 52 per cent of the digital advertising share. Mobile advertising had a share of 47 per cent in digital spends in 2019 and is expected to hit 64 per cent in 2022. 

    The fourth edition of the annual report, deemed as one of the most trusted and accurate estimates of digital advertising trends in the country, was launched under the theme of digital becoming a Rs 50,000 crore opportunity by 2025 in the presence of top management from various agencies under DAN network, including CEO APAC and chairman India Ashish Bhasin and CEO India Anand Bhadkamkar. 

    The report also reveals the possibility of the digital advertising industry growing at a CAGR of 27 per cent to reach Rs 17,377 crore by the end of 2020. It is estimated to reach industry size of Rs 58,550 crore by the end of 2025. This humongous growth has been attributed to the advancements in marketing technologies and creativity, advent of 5G technology, and increased adoption of e-commerce advertising. 

    According to the report, the overall Indian advertising industry will grow by 10.9 per cent to reach Rs 74,952 crore by the end of 2020 and is expected to grow at 11.83 per cent CAGR to reach a market size of Rs 1,33,921 crore by 2025. The share of television will remain steady throughout 2020, close to the 39 per cent mark it had recorded in 2019. 

    As per the findings mentioned in the report, FMCG has the highest expenditure on advertising amounting to Rs. 20,182 crore, which is 30 per cent of the overall segments, followed by e-commerce and advertising. Interestingly, FMCG spends the majority of its ad budgets (61 per cent) on television. The biggest spenders on digital media are BFSI (42 per cent), consumer durables (38 per cent), and e-commerce (37 per cent).

  • iProspect India bags paid media mandate of Max Bupa

    iProspect India bags paid media mandate of Max Bupa

    MUMBAI: iProspect India, the digital performance agency from the house of Dentsu Aegis Network (DAN), has won the Paid Media mandate of Max Bupa Health Insurance, a leading standalone health insurance player in India.

    As per the mandate, the agency will service the account won from its Delhi office and will handle their entire gamut of Paid Media duties. The agency bagged the account post a multi-agency pitch.

    iProspect India CEO Rubeena Singh said, “We are pleased to partner with Max Bupa. The work done by iProspect India is at the cutting edge of tech-enabled innovation. The recent Max Bupa win demonstrates the belief that the client has in our team.”

    Max Bupa Health Insurance director & head marketing, digital and direct sales Anika Agarwal added, “At Max Bupa, our goal is to drive measurability of our marketing initiatives while retaining our focus on customer-centric innovations. We are delighted to partner with iProspect India in our journey towards being a true data-driven marketing organisation and continuing to deliver the best return on investment for our marketing initiatives.”