MUMBAI: Dentsu India, the integrated full-service communications agency from Dentsu Aegis Network, has launched a new campaign for Top Ramen for its rapidly growing variant – Top Ramen Curry.
Top Ramen is one of India’s leading FMCG brands under the noodle category.
The brand is positioned to bring alive a whole new side of noodle consumption by communicating the product USP – the sauce. ‘SAUCY’ is meant to cater to the evolved taste of noodle lovers who like the taste and texture of curry. Top Ramen Curry also adds a unique texture to the food tasting experience with a flat noodle and is available in chicken variant as well.
The film showcases a new way of eating curry noodles titled “Eat Saucy Style’’, which brings out the cheeky, naughty and fun side in all of us. The retro theme, the quirky music and the cheeky word play makes the film very catchy and interesting.
Nissin India foods director of marketing Ryusuke Miyake says, “Top Ramen Curry /Chicken Curry with its evolved taste and texture – saucy and slurpy flat noodles, is perfectly suited for adult consumers. Hence the showcase of playful grown-ups enjoying their noodles in a new style, and hence the tagline – “Eat Saucy Style.”
Dentsu India CEO Simi Sabhaney adds, “We started with taking ‘Saucy’ seriously. We ended up making it seriously funny.”
Dentsu India executive vice president Samrat Chengapa mentions, “A few funny jokes, watching a 70s flick, a great tasting saucy noodle and a client with a sense of humour. Voila!”
The film is currently being broadcast on television as well on digital platforms.
MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, has bagged the digital mandate for Marks & Spencer (M&S).
Marks & Spencer is an iconic British retailer that offers fashionable and high-quality apparel and accessories across India. The agency won the account following a multi-agency pitch and will now manage it from its Delhi office.
Marks & Spencer managing director James Munson says, “We look forward to working with Isobar India as our digital partners. Isobar demonstrated a well-rounded understanding of M&S and our audience, which has led to this partnership. We look forward to integrating our marketing strategies with their creative intellect on digital marketing.”
Marks & Spencer, with 67 stores across 30 cities in India, is one of the most accessible international fashion brands in India.
Marks & Spencer signed a JV with Reliance Retail in 2008 making it Marks & Spencer Reliance India.
Isobar India executive vice president Gopa Kumar adds, “We’re excited and proud that Marks & Spencer has appointed us to manage their digital duties. We are looking forward to make their digital presence stronger and create a great brand narrative as we move forward.”
Isobar is a global full-service digital agency known for its significant innovations in digital marketing communications.
Simba is more of my daughter’s pet as she insisted on getting him. When we decided to bring him home, I wasn’t a big pet person and so wasn’t in the favour of it. But over a period of time, he just grew on us. He is up and around when I’m up early in the morning. When I come back in the evening and take off my shoes, he comes up to me and wants me to pet him. He tends to turn on his back and wants me to rub his belly. Whenever I am free, he wants me to throw him a bone or a ball and he goes running to fetch it. He really enjoys free space and when we go to our villa in Lonavala, he loves to play till he is completely exhausted.
What prompted you to have a pet? Do you feel having a pet changes your perspective?
I wasn’t prompted but literally forced because of the commitment that I made to my daughter! She is an animal lover and very fond of them. I wasn’t very keen on having a pet but she insisted and forced us all but in hindsight, it turned out to be a brilliant decision and now everybody is very happy and attached to him.
I do think that having a pet changes your perspective about a lot of things as they become a part of the family. Once you have a pet at home, it’s like having a child that never grows old. In many ways, you have to follow similar principles of parenting where you have to be strict and disciplinary when needed and indulgent and playful as well. It’s pretty much like parenting in that case.
Do you think public places within India are pet friendly? If not, what can be done to improve this?
I don’t think a lot of places are that pet friendly in India, and the ones that are, tend to be fairly expensive and upmarket. The old Moshe’s restaurant/cafe had a pet corner where you could have a doggie treat. There is a need for more education and awareness about pets. Most people in Mumbai live in housing societies and they have contradictory points of view where some residents don’t want pets. Besides the public places being friendly, there needs to be more friendliness in the minds of people and a little more acceptance. There also has to be responsibility taken by pet owners to make sure that pets aren’t causing any damage or dirtying public places.
What’s been your favourite campaign/ad that involving animals?
All Vodafone ads that involved those little pugs have been my most favourite.
Has adoption of strays really increased today because of media and increased awareness?
I think it has marginally increased but it has a long way to go. I am sure a lot more can be done to make sure it increases even further.
MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, has been appointed as the digital partner for Colorbar, one of India’s leading beauty brands that is positioned in the premium segment.
Isobar India won the account following a multi-agency pitch and will manage the brand from its Delhi office.
Colorbar head of digital marketing Jayati Modi says, “We are very excited to partner with Isobar. With its global expertise in the digital space, Isobar brings an unparalleled value to the table. We’re looking forward to working together, innovating together and growing together. We are sure that with them by our side, we will be able to build as strong a presence in the digital space as we have in the retail industry.”
Isobar India executive vice president Gopa Kumar adds, “We are really excited to partner with Colorbar. It is one of the leading players in the fashion and beauty segment. We are looking forward to creating exciting digital-first experiences for the brand Colorbar as the primary mode of communication for this category.”
Isobar is a global full-service digital agency known for its significant innovations in digital marketing communications.
MUMBAI: With the aim to highlight this issue and mark ‘World Suicide Prevention Month’, Suicide Prevention India Foundation, an NGO creating awareness about suicide prevention and WATConsult, the digital and social media agency from Dentsu Aegis Network, launched a campaign, ‘#GiveSubtitlesToSuicide’.
According to World Health Organization (WHO) suicide is an emerging and a serious public health issue in our country. The most vulnerable and affected age group is between 15-29 years. The suicide mortality rate per 100,000 population in India is 15.7 while the global average is 10.7.
The campaign focuses on the importance of identifying suicidal signs among the near and dear ones, as most of the people fail to identify these signs, while some who understand, don’t know how to deal with them.
Launched digitally, the campaign leverages the popular ‘subtitles’ feature on YouTube and Facebook. The campaign video revolves around the life of 5 college friends, has to be watched twice, first without and then with subtitles. When watched with subtitles, it showcases the fact that how some obvious suicidal signs get overlooked unintentionally and lead to suicide.
The agency also created a website to promote the ‘QPR Gatekeeper Training Program’ by Suicide Prevention Foundation India that trains a person to identify people at the risk of suicide by recognizing early signs, providing necessary intervention and access to mental health services. The NGO will also be conducting offline activities with various colleges to create awareness and educate students about the programme.
Rajiv Dingra, Founder and CEO, WATConsult commented, “As per the reports and statistics, suicide has been increasing at an alarming rate. We wanted to not only create awareness, but also provide support to the people in need; before it’s too late. We are glad to partner with Suicide Prevention India Foundation and urge people to sign up for the QPR Gatekeeper Training Programme that helps identify early signs of suicide, take corrective action and save lives.”
Nelson Vinod Moses, Suicide Prevention India Foundation said, “Student suicides have gone up 52 percent between 2007 and 2016. We wanted to throw the spotlight on how a community-based approach involving the Gatekeeper program can lead to more awareness, increased help-seeking and reduction in suicides. All of us can play a role in preventing suicides, all we need is the training to recognize signs, make interventions, and help them get the required help. We have a tie-up with US-based QPR Institute, the world leader in suicide prevention training to market their suicide prevention training program in India.”
Adding further he said, “The concept that we are exploring is simple but very powerful. Those with suicide ideation give out signs or talk about it, either directly or indirectly to a friend, classmate, family member, or colleague. But most of us are unable to pick up these signs, and even if we are told directly that the person is contemplating suicide, we don’t have the necessary knowledge or skills to be able to deal with someone who’s suicidal. #GiveSubtitlesToSuicide is about learning how to pick up signs of suicide, respond with kindness and concern, persuade those who are depressed or suicidal to get help, and then refer them to a place or person where they can get that help. All it takes is 60 minutes of Gatekeeper training to help someone who’s feeling suicidal and potentially saving a life.”
The campaign is also being supported by MissMalini, an Indian digital influencer, TV host, entrepreneur and best-selling author, who launched the campaign on her social media pages and has been creating a buzz on her digital portal MissMalini.com.
Indraprastha College for Women, University of Delhi, supports this campaign under its Mental Health Awareness initiative, and has made its premises available for shooting this film.
MUMBAI: Following a multi-agency pitch, Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has won the digital and social media duties for Uber in the India and South Asia region.
The account will operate out of the agency’s Bengaluru office.
Uber India and South Asia head of marketing Sanjay Gupta says, “Dentsu Webchutney is an agency that has a track record of working on some of the most dynamic and impactful digital campaigns. We believe they have the right expertise for a brand like Uber. Uber’s journey in the region is only getting started and we are excited to partner with Dentsu Webchutney to tell the story of how Uber is shaping the future of urban mobility in India.”
Dentsu Webchutney executive vice president Gautam Reghunath adds, “We long for opportunities to partner with consequential companies that shape society. More and more, technology brands expect dexterity in understanding their core vision, for solutions that marry the future to the present. This chance to work towards realising Uber’s vision is a true privilege. Our interactions with the team here have been a wonderful bonus and we see both sides challenging each other in our quest to create meaningful, effective work.”
With this new association, Dentsu Webchutney has added another technology brand in its client roster, joining others like Flipkart, Airtel and Quikr.
MUMBAI: Teachers are not only found in classrooms but also in life-changing stories. Therefore, to celebrate these nameless faces who are seldom acknowledged but have nonetheless helped people succeed in life with their hands-on guidance and training, Milestone Dentsu decided to join hands with Rock N Roll riders (RNR) to launch the #HappyLifeTeachersDay campaign this Teacher’s Day.
RNR, one of India’s leading motorcycle tour operators, launched the campaign in collaboration with Milestone Dentsu, the creative agency from Dentsu Aegis Network, to celebrate the community of ‘mechanics’. While this group never stepped into a formal school, they learnt the science behind their skills, behind managing life, people and struggles from their ‘Ustaads’ (mentors) who have played the most important role in their journey.
Commenting on the campaign of RNR founder and lead ride captain D Jay said, “We noticed that most of our mechanics have stories to tell and one of the key life changing events for them, has been meeting their ‘Ustaad’. There is so much that they have learnt from their first Ustaad that somehow whichever stage the mechanics are in, they feel indebted, just like an IAS officer is indebted to his teachers/professors at school.”
“While every Teacher’s Day, we see lots of people thanking their teachers, we never see anyone thank these ‘Life Teachers’. Our initiative does just that. Not because we think there is a miss. But because we think it’s overdue,” he added.
Milestone Dentsu country head Ujjwal Anand and NCD Mayank Khattar mentioned, “When we conceived the idea, we felt that it was meant for none other than RNR. We have worked with them in the past. As a group, RNR are not just after profits. They also want to give back to the society, to the community and to the environment. The campaign brings out the right emotion and urges people to think beyond the ordinary. We all have learnt a lot from different kinds of teachers. And while we always thank the classroom teacher, we often forget the most important teachers, our ‘Life Teachers’, and it’s about time that we start doing so.”
MUMBAI: Colors Gujarati is all set to bring a dance show named Naach Maari Saathe. The show which will hit the small screen from 23 July will have Hitu Kanodia, Vyoma Nandi and Neerav Bavlecha as the judges. Naach Maari Saathe will be hosted by anchors Revanta Sarabhai and Riddhi Dave. Produced by Blue Orchid Entertainment Pvt Ltd, the episodes will be themed around Gujarat with its rich culture and dance forms. This marquee show will air every Monday-Tuesday at 9.30 pm.
“At Colors Gujarati, we strive to create content that resonates with the viewers. The Gujarati community holds a natural inclination to dance and its multiple forms; their love for this art is seen in their rich culture and heritage. Therefore, with Naach Maari Saathe we decided to bring them a unique platform that gives young talent a once in a lifetime opportunity to showcase their passion for dance. With Hitu, Vyoma and Neerav agreeing to be a part of the judges’ trio – the energy on the show has been magnificent. With efforts like this, we hope to continue changing the entertainment landscape in the region,” said Viacom18 Motion Pictures Marathi, Colors Marathi and Colors Gujarati, business head Nikhil Sane.
Hitu Kanodia is all set to debut as a judge on television with Naach Maari Saathe. The show has auditioned dancers from chosen cities across the state in the age group of 15 to 35 years. The unique format will witness a battle between four mentors, each of whom will groom six dancers from different cities of Gujarat. The best dancer of the lot wins the ultimate title of being Naach Maari Saathe’s coveted winner.
MUMBAI: The StoryLab, the specialist content agency from Dentsu Aegis Network, has roped in Kumar Deb Sinha as the new country head for its India operations.
Based out of Mumbai, Sinha will report to Kartik Iyer, president Media Brands and Amplifi – Dentsu Aegis Network India and the executive sponsor for TSL in India.
Prior to this, Sinha was the national director for content at Wavemaker India, a GroupM Company.
Armed with more than 15 years of content creation experience, Sinha chiefly specialises in the conceptualisation, designing and production of content across screens. He has produced more than 2000 hours of original content for television and digital including scripted and unscripted formats.
Commenting on Sinha’s appointment, Iyer says, “We are very happy to have Kumar Deb Sinha on board. The StoryLab aims to be a significant player in the burgeoning content ecosystem of India with a clear positioning. And we are confident that Kumar, with his experience and expertise, will help us take this ambition forward.”
Sinha mentions that currently there is a huge demand for premium content in India from all key stakeholders – audience, platform and advertiser. Video consumption on personal devices is growing exponentially changing audience preference towards premium entertainment with limited commercial messaging. Both traditional broadcasters as well as OTT players are investing in quality content to differentiate and satiate their audience need. “Advertisers are partnering with premium & successful content formats to connect with this ad-averse audience. Frankly there can be no better time to be a content creator in India for premium and differentiated content and The StoryLab is here to exploit that potential as an innovative investor, distributor and producer,” he adds.
It is pertinent to note here that TSL expanded its footprint into India in 2015 with a slew of product offerings around content partnership, curation, original content and content investment. With operations in 16 countries, TSL works with publishers & platforms to innovate their supply chain of storytelling and with brands to help them invest in the most engaging and effective content solutions.
MUMBAI: iProspect India, the digital agency of Dentsu Aegis Network recently announced Dinesh Swamy as national creative director. In his new role he will be reporting to iProspect India CEO Rubeena Singh and will be based out of the Mumbai office of the company.
Swamy brings with him more than 17 years of experience working with the agencies such as SapientRazorfish, Digital Law and Kenneth, Tribal DDB Mudra, Proximity India and BBDO.
Swamy started his career as a senior multimedia developer at Red Apple Communication. Prior to his successfull stint at Liqvd Asia, he had worked as a senior creative director at SapientRazorfish for over two years. Dinesh was also the digital creative head at Proximity India for three years prior to that.
Swamy’s ever-growing portfolio spans strong strategic innovations and served clients like Idea Cellular, MTV, Reliance Mobile, Volkswagen, Renault, Hero MotoCorp, Visa, Tourism Australia, UltraTech Cement, Sanctum, Jeep, amongst others.
Over the years he has supervised over 200 campaigns nationally and contributed innumerable accolades to the agencies. He has been invited to judge Adfest Asia Awards twice in the year 2012 and 2016, Abby Awards Goafest, Media Apac, Tambuli and Grand Jury at New York Festivals.
