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Tag: Dentsu Creative Impact

  • Catch launches new campaign created by Dentsu creative Impact

    Catch launches new campaign created by Dentsu creative Impact

    Mumbai: DS Spiceco, a part of the DS Group has launched a new campaign for Catch Sprinklers, its flagship product. Designed by Dentsu Creative Impact, the ad film revolves around the similarities in identical twins, who have exactly the same genetic makeup and look and behave similarly, including how they dress up and what they eat and enjoy. However, when it comes to food and seasoning their palates are different with distinctive tastes that are satiated by Catch, which has a match for every taste.

    The film opens on two young identical twin boys coming out of the dressing room, wearing the exact same clothes and accessories to look identical. Even the shirts are tucked in the same style. They both admire their reflections in the mirror, flick their hair to the same side and high-five each other without looking. Later the twins are playing football and they both fall down at the same time and seem to have the exact same bruises on their face. This is followed by twins watching a horror movie with both having identical reactions to the movie scenes. Later, the twins are seen sitting across the dining table with a plate of food in their hands and reaching out for the Catch Sprinklers. There’s a moment of pause as both hands appear to go for the same sprinkler, however as the camera zooms out, one twin picks up the Chat Masala Sprinkler and the other the Black Salt one. They both raise their eyebrows at each other, as if questioning the other person’s choice. But then they break into a smile and continue to sprinkle the respective taste enhancers on their plate.

    The voice over in the films says “Aap kitne bhi same kyun na ho, taste to same kabhi nahin hota. Isliye Catch ke paas hai sabke taste ka match. 100 per cent.” You may be the same in all aspects but your taste will always differ. Catch has a match for every taste per cent.

    Commenting on the campaign, DS Spiceco business head Sandeep Ghosh said, “The flagship product of Catch, the sprinklers have enjoyed leadership in the category since its launch in the year 1987. The new commercial will further consolidate Catch’s leadership position in the table top category, which has expanded over the years and has a variety of salts, pepper & blends today. A taste enhancer for every palate indeed.”

    Speaking about the thought behind the campaign, Dentsu Impact managing partner & national creative director Anupama Ramaswamy said, “Who uses sprinklers? Someone who wants something extra in existing food. Now that’s simple. From here came the insight of how people may be similar but when it comes to the food and taste, people may be different. And how can we show this behaviour using a visual mnemonic which is memorable?”

    “So there came the creative device of twins. We all know twins are the same in most aspects. Except when it comes to taste. Of course, shooting with identical looking kids was challenging particularly when it comes to the exact reactions, but I must say, it was a commendable job done by the director Gaurav and the entire team at Good Morning Films,” she added.

    Dentsu Impact EVP Hindol Purkayastha said, “I can already see this campaign winning hearts among the TG. It is going to break the clutter and I am quite confident that this will create a new mark in the sprinklers’ category. May be a new trend of ‘how to beautifully use twins in communications.’’

  • Dentsu Creative Impact ropes in Anupama Ramaswamy and Akashneel Dasgupta as ECDs

    Dentsu Creative Impact ropes in Anupama Ramaswamy and Akashneel Dasgupta as ECDs

    MUMBAI: Dentsu Creative Impact, the creative agency from Dentsu Aegis Network that went on to win 23 metals at the Goafest this year, has made two major senior appointments in an attempt to further strengthen its creative product.

    The agency has roped in Anupama Ramaswamy and Akashneel Dasgupta as Executive Creative Directors, who will report to Dentsu India Group, NCD Soumitra Karnik.

    Prior to joining Dentsu Creative Impact, Ramaswamy was Executive Creative Director at Cheil, Gurgaon and was in-charge of the Samsung Mobile account. In the recent years, Anupama has worked on the launch of the Galaxy J series, Note 4, Grand 2 and the extremely-popular “Fickle is Fun” campaign for Lavie Handbags.

    Commenting on her new role, Ramaswamy said, “I am very excited to join Dentsu Creative Impact. I have loved the vibe of the agency since the moment I walked in. Soumitra and Amit have been trying to get the best possible talent, and my mandate here is to have fun while building a vibrant and creative culture. This will involve less rhetoric and more hands-on hard work.”

    Some of the agencies that she has worked with include JWT, Lowe, Rediffusion, Havas and FCB. She has worked across a gamut of brands such as Nokia, Airtel, Woodland, Whirlpool, LG, Maruti, Lays and Boost. In her kitty are a number of  AdFest Golds, Spikes, Effies, New York Festival and a number of Abby’s. She was part of the One Show Jury in 2012 and is a regular face on the Goafest jury panel over the last few years.

    Meanwhile,  Dasgupta’s last assignment was at ADK Fortune where he was heading the creative function. Dasgupta started his career in advertising with strategic planning at Mudra. 

    Commenting on his new role, he said, “It’s an exciting time to join Dentsu Creative Impact where a young new team has taken shape and one cannot fail to notice the energy and enthusiasm. Also, it was a personal desire for some time to work with Soumitra and I am happy that an opportunity has presented itself. Hope you get to hear more from us, soon.”

    Talking about the exciting new additions to the team, Karnik too said, “Great work happens when people commit to constantly raising the bar. We are young and tremendously hungry for qualitative growth. To satiate our appetite and to help us achieve our objective, people become easily our single most valuable asset and we cherry pick each one of them. Both Anupama and Akash are just the kind of people Dentsu Creative Impact needs to write its destiny. For me, they are our fantastic acquisitions.”

    Echoing a similar sentiment Dentsu Creative Impact SVP and branch head Amit Wadhwa added, “It’s been great going for Dentsu Creative Impact, especially in the last year or so, and one way we can really continue this upward journey is by having the right people around. This holds true even more so when it comes to the creative talent, since that is where the action finally boils down to. I think in Anupama and Akash we have two extremely talented, passionate and at the same time mature heads that will take us to where we intend to go.”

  • Dentsu Creative Impact ropes in Anupama Ramaswamy and Akashneel Dasgupta as ECDs

    Dentsu Creative Impact ropes in Anupama Ramaswamy and Akashneel Dasgupta as ECDs

    MUMBAI: Dentsu Creative Impact, the creative agency from Dentsu Aegis Network that went on to win 23 metals at the Goafest this year, has made two major senior appointments in an attempt to further strengthen its creative product.

    The agency has roped in Anupama Ramaswamy and Akashneel Dasgupta as Executive Creative Directors, who will report to Dentsu India Group, NCD Soumitra Karnik.

    Prior to joining Dentsu Creative Impact, Ramaswamy was Executive Creative Director at Cheil, Gurgaon and was in-charge of the Samsung Mobile account. In the recent years, Anupama has worked on the launch of the Galaxy J series, Note 4, Grand 2 and the extremely-popular “Fickle is Fun” campaign for Lavie Handbags.

    Commenting on her new role, Ramaswamy said, “I am very excited to join Dentsu Creative Impact. I have loved the vibe of the agency since the moment I walked in. Soumitra and Amit have been trying to get the best possible talent, and my mandate here is to have fun while building a vibrant and creative culture. This will involve less rhetoric and more hands-on hard work.”

    Some of the agencies that she has worked with include JWT, Lowe, Rediffusion, Havas and FCB. She has worked across a gamut of brands such as Nokia, Airtel, Woodland, Whirlpool, LG, Maruti, Lays and Boost. In her kitty are a number of  AdFest Golds, Spikes, Effies, New York Festival and a number of Abby’s. She was part of the One Show Jury in 2012 and is a regular face on the Goafest jury panel over the last few years.

    Meanwhile,  Dasgupta’s last assignment was at ADK Fortune where he was heading the creative function. Dasgupta started his career in advertising with strategic planning at Mudra. 

    Commenting on his new role, he said, “It’s an exciting time to join Dentsu Creative Impact where a young new team has taken shape and one cannot fail to notice the energy and enthusiasm. Also, it was a personal desire for some time to work with Soumitra and I am happy that an opportunity has presented itself. Hope you get to hear more from us, soon.”

    Talking about the exciting new additions to the team, Karnik too said, “Great work happens when people commit to constantly raising the bar. We are young and tremendously hungry for qualitative growth. To satiate our appetite and to help us achieve our objective, people become easily our single most valuable asset and we cherry pick each one of them. Both Anupama and Akash are just the kind of people Dentsu Creative Impact needs to write its destiny. For me, they are our fantastic acquisitions.”

    Echoing a similar sentiment Dentsu Creative Impact SVP and branch head Amit Wadhwa added, “It’s been great going for Dentsu Creative Impact, especially in the last year or so, and one way we can really continue this upward journey is by having the right people around. This holds true even more so when it comes to the creative talent, since that is where the action finally boils down to. I think in Anupama and Akash we have two extremely talented, passionate and at the same time mature heads that will take us to where we intend to go.”

  • Dentsu Creative Impact creates digital campaign for Hitachi

    Dentsu Creative Impact creates digital campaign for Hitachi

    MUMBAI: In a category that strives on differentiation and innovative features to draw eyeballs, brands need to constantly bring refreshed news. For Hitachi, the clear task was not only to get this critical attention but also establish clear leadership in the minds of the affluent, young  digital savvy ‘netizens’.

    The opportunity identified was the revolutionary ‘I Clean’ feature that cleans the filter of the air conditioner automatically. But the idea was not merely to tell a story of innovation and technology. Dentsu Creative Impact believed that the story needs to be re-told to the consumers who are already facing a barrage of features, choices and options every day.

    And the disruption came in the form of not only the product and the message, but also the medium. In a category, where traditional media rules the roost, Dentsu Creative Impact and Hitachi took an unconventional approach. And the idea Hitachi #NothingDirty with Badshah was born. Just as the ‘I-Clean’ feature automatically cleans up the dirt, the ruling sensation of India also cleans up the lyrics for the ultimate summer party anthem.

    The attempt is a powerful integration of the brand within the content. Delivering the message of ‘automatic cleaning’ by the king of rap Badshah himself, the song is cool, fun and upbeat.

    Watch how India’s coolest rapper turn something dirty into the coolest and cleanest song of the summer, just like how Hitachi’s iClean Plus technology cleans the AC’s filter automatically.

     

  • Dentsu Creative Impact creates digital campaign for Hitachi

    Dentsu Creative Impact creates digital campaign for Hitachi

    MUMBAI: In a category that strives on differentiation and innovative features to draw eyeballs, brands need to constantly bring refreshed news. For Hitachi, the clear task was not only to get this critical attention but also establish clear leadership in the minds of the affluent, young  digital savvy ‘netizens’.

    The opportunity identified was the revolutionary ‘I Clean’ feature that cleans the filter of the air conditioner automatically. But the idea was not merely to tell a story of innovation and technology. Dentsu Creative Impact believed that the story needs to be re-told to the consumers who are already facing a barrage of features, choices and options every day.

    And the disruption came in the form of not only the product and the message, but also the medium. In a category, where traditional media rules the roost, Dentsu Creative Impact and Hitachi took an unconventional approach. And the idea Hitachi #NothingDirty with Badshah was born. Just as the ‘I-Clean’ feature automatically cleans up the dirt, the ruling sensation of India also cleans up the lyrics for the ultimate summer party anthem.

    The attempt is a powerful integration of the brand within the content. Delivering the message of ‘automatic cleaning’ by the king of rap Badshah himself, the song is cool, fun and upbeat.

    Watch how India’s coolest rapper turn something dirty into the coolest and cleanest song of the summer, just like how Hitachi’s iClean Plus technology cleans the AC’s filter automatically.

     

  • Dentsu Creative Impact strengthens team with several senior level hires

    Dentsu Creative Impact strengthens team with several senior level hires

    MUMBAI: Dentsu Creative Impact, creative division of Dentsu Aegis Network, has made a host of new talent acquisitions.

    The beefing up of the team has happened across functions, ranging from strategic planning to account management and creative. The appointments come in the wake of the recent client wins such as Maruti Suzuki, Carlsberg and a set of soon-to-be announced brands.

    In the creative function, the agency has roped in Sundar Iyer as copy ECD. Iyer will form the creative leadership team along with ECD Sumitra Sengupta and Art ECD Deepak Singh, whose appointment was announced a few months back. Both Iyer and Sengupta join in after their recent stints at JWT.

    On his new role and expectations, Iyer said, “Great work can only come from collaboration, which seems to be inherent to the way this agency functions. It’s a place that doesn’t have to unlearn to be ready.”

    Sengupta added, “Two months, and Dentsu Creative Impact has already broken my preconceived notions about it. It’s a great place to work at this time. The client is open to innovations, actually demanding it and I’m working at the best place that can provide it.”

    On the account management side, Dentsu Creative Impact has roped in Arvinderjit Singh as vice president, who along with vice president Hindol Purkayastha, will bolster the function and bring in greater depth and strength.

    Speaking about his new role, Singh said, “The sands of engagement as a creative partner have shifted and our industry is going through tremendous change. Working with an agency like Dentsu Creative Impact that not only recognises change but embraces it, is very exciting.”

    Purkayastha added, “It’s rare we get a chance to build and create internal ecosystems to mirror our client needs. This is exactly what we are doing around our clients. I am also excited on utilising Dentsu’s strengths in digital and new media to create advertising that actually touches people’s lives.”

    In strategic planning, Shveta Singh has been appointed as vice president. She will work with strategic planning senior vice president Kartikeya Srivastava. Shveta said, “For me, crossing over the digital divide was the next logical step because the future will have no such divide. A new approach to strategic planning is the need of the day. And, Dentsu came across as the right place with the right vision and a set of people who are already breaking the mould of traditional agency planning.”

    Talking about the new team additions, Dentsu Creative Impact Group CEO Narayan Devanathan said, “Great work happens when people commit to constantly raising the bar. At Dentsu Creative Impact, we’re doing that by first raising the bar on the talent we’re bringing together, across functions. Across Creative, Account Management, Planning, we have a first-rate second rung in place at Dentsu Creative Impact to sustain the momentum that we have going now.”

    Echoing a similar sentiment Dentsu Creative Impact branch head senior vice president Amit Wadhwa said, “It’s been great going for Dentsu Creative Impact especially in the last year or so, and one way we can really continue this upward journey is when we have the right people around. And when we were looking to expand our team this was precisely the thought in our head. We are excited about the fresh thinking and energy that all these guys bring and I am looking forward to working with all of them.”

  • Dentsu Creative Impact ups Narayan Devanathan as CEO

    Dentsu Creative Impact ups Narayan Devanathan as CEO

    MUMBAI: Dentsu Aegis Network has promoted Narayan Devanathan as Dentsu Creative Impact CEO. 

     

    In his new role, Devanathan will lead the growth of the full service creative agency, Dentsu Creative Impact across qualitative and quantitative parameters. He will continue to be based out of Gurgaon.

     

    As part of his expanded role, he will also head the agency’s two specialist units, Dentsu Mama Lab (dedicated to better connecting brands with mothers through original insights) and Citizen Dentsu (the social communications division).

     

    Dentsu Aegis Network chairman and CEO South Asia Ashish Bhasin said, “Devanathan, with his tremendous experience in building brands, is now tasked with building Dentsu Creative Impact into a strategic and creative power-house that partners our global and local clients in the new, dynamic era of advertising that we are entering. Dentsu Aegis Network clients deserve the best talent on their brands and as a part of that commitment we have placed Devanathan, amongst our best managers, in the role of heading this operation.”

     

    “There are a lot of words that are currently being bandied about in terms of where the future of advertising lies. I believe the road to the future lies in a return to simpler times. Where the focus is on creating a happy place that helps people generate fabulous ideas. That’s probably still the best way to deliver value to clients, and success to our people. And those are the two metrics I’m going to raise the bar on,” added Devanathan.

     

    Dentsu APAC CEO Rohit Ohri said, “In his four years at Dentsu, Narayan partnered me in the agency transformation process in India as national planning director. Understanding client’s marketing problems and finding the most effective solutions for them has been Narayan’s core strength. Insightful and intuitive, he is a natural advertising person. I believe that under his leadership, Dentsu Creative Impact G will scale newer heights.”

     

    His experience in the advertising industry spans over 20 years across two of the most distinctive markets in the world. He has worked across capacities in planning and creative with leading advertising agencies in India and the United States. Prior to Dentsu, he was CSO, Euro RSCG India (now Havas Worldwide) and senior planning director at Ogilvy & Mather India. Before he moved back to India in 2007, he had also worked with the US-based Cramer-Krasselt and Admerasia, New York.