MUMBAI: Sheeraj Sengupta is back where the ideas fly fast. He’s been appointed vice president at Dentsu Creative India, with previous stints at Dentsu Impact Pvt Ltd and JWT.
Known for his agility, strategic flair, and knack for brand building, Sengupta has carved a name for himself in the world of marketing, advertising and consumer behaviour. Add to that a strong instinct for crisis management and creative problem-solving, and you’ve got a VP who doesn’t just thrive on deadlines, he delivers under pressure.
A diploma holder in marketing from the Delhi School of Communication, Sengupta has built a reputation for adaptability and collaboration, bridging the gap between clients, colleagues, and partners with equal finesse.
In his new avatar at Dentsu Creative, Sengupta is expected to steer strategic brand narratives while riding the ever-changing wave of consumer dynamics. The agency just added another sharp mind to its war room.
Mumbai: L&T Finance Ltd. (LTF), one of the leading retail financiers, introduces its latest TV commercials, set to revolutionise the way people perceive home loans. Titled ‘The Complete Home Loan’, the TV commercials combine witty humour with relatable scenarios to create situations that are entertaining as well as informative, with the tagline, ‘Kum Nahi, Complete.’
The company has launched a series of three TV commercials, with first commercial introducing the customers to ‘Home Décor Finance’ and the second and third introducing the customers to benefits such as ‘digitised process’ and ‘dedicated relationship manager’.
The company has also launched its sonic brand identity by unveiling a musical logo that reinforces the company’s purpose: ‘retail, digital, and sustainable’. The musical logo is created with a harmonious blend of melodies, rhythms, and tones that reflect the Company’s attributes, core values, emotions, and brand personality.
LTF chief marketing officer Kavita Jagtiani said, “We are building futuristic digital solutions by integrating technology across all our customer touchpoints. With the launch of our first-ever campaign, we are excited to present ‘The Complete Home Loan’ proposition that is set to meet customers’ expectations while addressing their needs. Our well-designed offerings like Home Décor Finance, Digitized Process, and Dedicated Relationship Manager inspired us to introduce the ‘Kum Nahi, Complete’ tagline which promptly communicates to customers that they should not settle for less. Furthermore, we have also incorporated an essence of our newly launched Sonic brand identity into this campaign. It is a musical expression of our brand’s purpose and will continue to foster consistent engagement and a heartfelt connection with our diverse 2.3 crore customer base.”
The TV commercials have been created by Dentsu India. Speaking at the launch, Dentsu Creative India CEO Amit Wadhwa said, “Our TV commercials are meticulously crafted to connect with the audience by showcasing everyday life situations in an amusing way. By delving deep into introducing the protagonist as a relatable person in the scenarios and making clever use of mnemonics, we aim to not only entertain but also communicate key product offerings and make our campaign memorable. The journey we’ve embarked upon with LTF has been incredibly fulfilling, and we look forward to co-creating such impactful campaigns in the future.”
The company has launched an integrated marketing campaign (IMC) across cities like Mumbai, Delhi, Chennai, Hyderabad, Bengaluru, Kolkata, Jaipur, Ahmedabad, Pune, Chandigarh, and Surat. The Sonic brand identity will be a part of this IMC. As part of the campaign, the company is one of the co-presenting sponsors for IPL, and the TV commercials are being streamed on Jio Cinema (Connected TV) during IPL matches. The Company will advertise on prominent news channels during the pre-election results and on poll counting days. In addition, the company is also conducting several initiatives like influencer marketing, outdoor hoardings, on-ground events, and leveraging its social media channels.
Speaking at the launch of the company’s musical logo, BrandMusiq founder Rajeev Raja said, “Developing the Sonic identity for a leading financial services brand like LTF was a wonderful experience. We feel proud to note that the LTF MOGOSCAPE will now be used across all digital and physical touchpoints as well as the core communications of the brand. Additionally, our exploration of folk variations within the Sonic palette ensures genuine resonance with the communities that LTF serve through their extensive feet-on-street workforce. We are confident that it will elevate LTF’s customer experience with consistent engagement across platforms.”
Mumbai: Aditya Birla Finance Ltd. (ABFL) and Dentsu Creative India have launched a new campaign for Udyog Plus – a one-stop digital platform that caters to the needs of micro, small and medium enterprises (MSMEs) in India. The integrated campaign, titled ‘Tareeka Badlo, Business Badlega’, aims to position Udyog Plus as an innovative solution that enables MSMEs to avail of working capital loans, merchant loans and business loans in just two minutes, without any paperwork.
Udyog Plus is an open marketplace that can be accessed through the financing section of the Aditya Birla Capital website by both existing and new customers of ABFL. It offers business loans of up to Rs 10 lakh to MSMEs through a completely paperless and digital journey. The platform also provides a host of other services such as insurance, investment, accounting, taxation and value-added services to help MSMEs manage and grow their businesses.
The film showcases the stories of countless individuals who pursue their business dreams, and the Udyog Plus platform supports them in this journey. Whether it is a skilled technician who wants to upgrade their workshop or a boutique owner who seeks a stylish makeover, the campaign resonates with those who aspire for growth. It emphasizes the role of digital transformation, allowing customers to access multiple services on a single platform. Such initiatives enable entrepreneurs to modernize their businesses and increase their efficiency.
The campaign is live on social, digital media, print and television. The main goal of the film is to reach a diverse audience and highlight the affordable and innovative solutions offered by the Udyog Plus platform.
Aditya Birla Capital head – marketing and customer experience Darshana Shah said, “The campaign serves to inspire countless entrepreneurs to change their approach to business and embark on a digital journey through the Udyog Plus platform. Hence, the tagline ‘Tareeka Badlo, Business Badlega’. Every small step towards progress is a giant leap for these individuals, and our campaign is a testament to their unwavering spirit and determination.”
Dentsu Creative India group executive creative director – West Ajeet Shukla said, “There are very few opportunities where you get to uplift the true potential of Real India and the ‘Udyog Plus’ initiative is one of them. The brief clearly called out to capture the MSME emotions when it comes to the impact that a holistic finance and business solutions partner makes on their success and our film does that very well. The product too stands by what this sector really needs. The Creative proposition ‘Tareeka Badlo, Business Badlega’ sends out a strong message to India’s MSME sector that business loans and other solutions are not only easy but also just two minutes away.”
Mumbai: Dentsu Creative India, in association with New Holland Agriculture – a leading brand of tractors and farming equipment, has launched a new campaign that salutes the farmers of our nation. The campaign builds on the success of last year’s ‘Asli Hero Ki Asli Taqat’ campaign, which portrayed farmers as the heroes of the nation who feed us all.
This year, the campaign focuses on the machines and technology that serve as the true strength behind these heroes. The campaign introduces a wide range of New Holland tractors and farming equipment, each designed to make farming easier and more efficient. These machines are a true embodiment of the key campaign message ‘Asli Hero Ki Asli Taqat’ (The Real Hero’s Real Strength), a promise that New Holland continues to champion.
The campaign kicked off with a TVC that will be extended to other mediums. The film features stunning visuals of farmers working in the fields with the help of New Holland tractors and farming equipment. It captures the spirit of the farmers’ dedication and highlights how these innovative and technologically advanced machines from New Holland transform them into real heroes.
Speaking on the campaign, Ujjwal Anand, Managing Partner, Dentsu Creative India said, “In a world where heroes often wear capes, New Holland reminds us that some heroes wear plaid shirts and muddy shoes. Their dedication to honouring the farmer as the true hero of our nation and recognizing the technology that supports them is both heartwarming and admirable.”
Dentsu Creative India chief creative officer of North Janmenjoy Mohanty added, “The idea was to show a perfect balance between the real power of New Holland tractors and the sheer heroism of the real heroes, i.e., our farmers. And the film has nicely achieved both. It is sure to add a lot of memorability to the brand.”
CNH Industrial marketing director India sub-region agriculture segment APAC Tarun Khanna commented, “For New Holland Agriculture, the farmers are our real heroes. With the second leg of this campaign celebrating our farmers, we are showcasing how the strength of our portfolio enables our real heroes in the field, thereby reaffirming New Holland as the real strength behind the real heroes.”
Mumbai: Strengthening its long-standing association with cricket at the global level, Seagram’s Royal Stag is thrilled to announce the launch of an innovative and immersive AI-led fan experience ‘A Billion Films for A Billion Fans’. The campaign features three of India’s most talismanic cricketers, team captain Rohit Sharma, Jasprit Bumrah, and Surya Kumar Yadav. Fueling the larger-than-life emotions associated with cricket, the brand aims to ignite a whole new generation of young cricket fans, many of whom are witnessing their first World Cup in India as adults.
This World Cup is happening in India and is already slated to be the “Greatest World Cup Ever.” Syncing with the brand’s ‘Live it Large’ philosophy, the AI-integrated campaign gives each fan an opportunity to become part of a personalized film featuring the cricketers. Conceptualized in association with creative agency partners FCB India, Digital Agency partners Dentsu India, Technology Partner Artizens Events, and Experiential solutions & media partners Wavemaker; the campaign is groundbreaking where every fan is able to not merely live their dream, but also, live large.
The whole fan experience has been curated keeping today’s youth, aka, the digital natives, in mind by offering them a simplified user journey. A selfie and a voice sample coupled with the power of regenerative AI creates an ultimate fan experience. With these tools, the campaign uses the power of generative AI technology and machine learning, to create a platform that enables each fan to feature themselves as part of the Royal Stag Live It Large star cast. With the aid of this innovation, each fan can create a personalized edit of the film. Face-mirroring algorithms precisely map the unique facial features of fans onto the characters in the main film. In addition, with just a brief voice sample it also emulated the tone, pitch, and nuances of the fan’s voice. In essence, this campaign will transform the consumer journey into an extraordinary yet personal experience. The consumer experience also gives the fans a chance to go beyond boundaries and get close to their favorite players and World Cup trophy.
The campaign will be amplified through a high-decibel 360-degree plan spread across digital, print, radio and OOH to offer an immersive, unforgettable experience.
Pernod Ricard India chief marketing officer Kartik Mohindra stated, “Royal Stag aims to share the electric atmosphere in the stadium with cricket fans across the world. As a partner of ICC, AI allows us to deliver a truly “Live it large” experience to die-hard cricket fans everywhere. This year, we are giving each fan the power to craft their own Live It Large Story through this unique AI platform that integrates with the brand’s commitment to relishing every moment in their journey to success. While on one hand we celebrate cricket’s heritage, on the other we have embraced cutting-edge technology to broaden brand engagement and inspire cricket fans to immerse themselves in their favorite sport like never before.”
FCB India president Abhinav Kaushik added, “In an age where experience is the only currency amongst the digital natives, how can a cultural icon like Royal Stag do something that epitomizes ‘large’ during the biggest sporting spectacle of the year. This was the starting point of the brief, and we are excited that this idea truly allows every cricket fan to create their own unique ‘Live it Large’ experience. I am confident that this power of creativity fuelled by technology, will not only deliver brand engagement but enhance the love for the brand multi-fold.”
Wavemaker CEO – South Asia Ajay Gupte said, “Cricket World Cup is undoubtedly one of the most celebrated sports properties and this World Cup 2023 is touted to be the greatest ever. Through this collaboration, we aim to extend brand synergies and offer a unique, memorable, and thrilling ‘Live it Large’ experience to each and every cricket fan”.
Dentsu Creative India CEO Amit Wadhwa said, “This campaign provided us a big platform where we could showcase how modern creativity can be infused into the Indian Cricket fandom. It’s a great example of how technology can be used to enhance and enrich our connection to sports and entertainment. This multi-faceted campaign has the potential to inspire fans to become more deeply involved in their favorite sport, creating memorable moments and experiences that will stay with them for a long time.”
Artizens Events & Experiential Solutions founding partner Aditya Joshi said, “As technology partners to this innovative campaign, we are trying to harness the connection with the Generation Large who crave for social currency and vicarious thrills by bringing together AI and Machine learning and creating a never seen before immersive experience.”
The ICC Men’s World Cup is scheduled to take place in India from 5 October to 19 November. Royal Stag is an associate partner for all ICC events.
Mumbai: Dentsu Creative India has won the digital creative mandate for two prominent healthcare brands – Shelcal and Unienzyme, which fall under the umbrella of Torrent Pharmaceuticals. The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office.
As per the mandate, Dentsu Creative India will play a pivotal role in enhancing and expanding the digital presence of these brands by implementing a highly innovative and aggressive creative growth strategy. This partnership marks an exciting milestone for these brands as they make their debut in the OTC (Over-the-Counter) market, presenting a significant opportunity to establish their presence and reach a broader audience.
The collaboration between the agency and the brands goes beyond conventional approaches. The aim is to delve into lesser-known health topics in India, particularly focusing on calcium deficiency and gut health. The shared objective is to develop effective communication and educational campaigns that not only attract new customers but also cultivate stronger brand loyalty among existing ones.
Dentsu Creative India president- digital experience Sahil Shah said, “With Torrent Pharmaceuticals venturing into the OTC segment with significant plans, we felt it was the right time to partner up and address their digital creative activations. Together, we have embarked on a journey to revolutionize their digital marketing in this ‘waiting to innovate’ OTC healthcare domain. I am grateful for their trust in Dentsu Creative and confident that we will blend innovation and creativity to craft messages that truly resonate, fostering meaningful connections with audiences.”
Dentsu Creative India managing partner Manika Juneja added, “Torrent Pharma’s digital creative mandate is a step forward in strengthening Dentsu Creative’s portfolio within the pharmaceutical category of brands. We are thrilled about this new victory and look forward to a stronger and fruitful partnership with lots of exciting work inspired by Modern Creativity in the near future.”
Mumbai: Dentsu Creative India has launched a new campaign titled “A Honda Goes Beyond” for the leading premium car manufacturer, Honda Cars India. The campaign aims to connect with brand enthusiasts and a new generation of customers.
The campaign underlines the brand’s philosophy of ‘durability, quality, and reliability’ with the objective of developing a communication that celebrates the bond that the customers have with Honda. In addition to this, the film also highlights the brand’s offering of innovative and futuristic technology products, which make the driving experience not only safe but also exciting and superior.
Commenting on the campaign, Dentsu Creative India executive vice president Ujjwal Anand said, “Honda’s promise to its customers is to go the extra mile, to make sure that every Honda journey is a joy and delight for them; and this goes way beyond just the drive, the engineering, and the cars. It is a commitment to every side of the ownership experience. Honda aims to fulfil all expectations, delighting its customers at every touchpoint throughout their relationship, and therefore, “A Honda Goes Beyond.””
Dentsu Creative India group executive creative director Auryndom Bose added, “Honda has always stood for engineering that holds true to the experience of the product. Whilst the category codes of automobile advertising are loaded with mostly rational depictions, this new brand campaign for Honda is our way to transcend beyond the conventions and create an emotionally evocative communication that appeals to the heart and impacts the consideration for the brand.”
“The current campaign is a celebration of the bond that the customers share with Honda, and the company promises to go beyond in everything that they do. Honda’s journey in India has been nothing less than spectacular, and the credit goes to our customers who have bestowed their trust in Honda’s premium cars for the last 25 years. It has always been our endeavour to keep customers at the centre of our products and services,” commented Honda Cars India president & CEO Takuya Tsumura.
Mumbai: Dentsu Creative India has continued to bolster its creative team with the appointment of Dalip Daniel and Tulika Seth. While Dalip has been roped in as group executive creative director, Tulika is group creative director. Both will report to Dentsu Creative India’s chief creative officer, Joy Mohanty.
Dalip and Tulika will focus on boosting the agency’s creative competence for its existing and prospective clientele. They will design ideas that ‘create culture, change society, and invent the future by keeping modern creativity at the heart of business.’
Dalip is a seasoned creative leader and has held leadership roles across agencies and radio stations like Ogilvy & Mather, GroupM ESP, and BIG 92.7 FM. He has worked for brands like Airtel, Nokia, Limca, Dabur, Pepsi, LG, Tata Tea, Sony, Nestle Milo, Honda, Perfetti, Horlicks, Unicef, Max New York Life, Zomato, Luminous, and Uttarakhand Tourism, to name a few. In addition to this, he has also created branded content for TV shows and launched BIG 92.7 FM in North India.
Armed with over 16 years of experience, Tulika has received several Indian and international awards. Tulika has led creative teams at agencies like Lowe, TBWA, Grey, Innocean, and Humour Me in Delhi and Mumbai. Some of the brands she has worked with include Hyundai, Dunzo, LG, DS Group, Set Max, Dabur, National Geographic, Henkel, Anne French, and Parle, among many others.
Speaking on the appointments, Joy Mohanty said, “Together with a superb body of work, Tulika and Danny bring with them a wealth of experience across formats. They will both play a key role in driving our agenda of creativity beyond silos. It is great to have them on board.”
Dalip Daniel added, “This is an exciting opportunity, and I am thrilled to be joining Dentsu at such a pivotal time. Today, when you think of Dentsu, you can’t help but realise that “kuch toh naya ho raha hai iss agency mein.” So, it would be really amazing to work in such a great creative environment filled with the best of the creative minds in the industry.”
Tulika Seth commented, “What has drawn me to Dentsu is how it has embraced digital technology in its everyday thinking, to firmly establish itself as a future-forward organisation. ‘Wholly integrated’ is the key descriptor that has really got me excited. The work that has been coming out of the agency is truly inspiring, and I can’t wait to dive right in.”
Mumbai: Dentsu Creative India has elevated Benny Augustine to the role of chief operating officer (COO). He will report directly to Dentsu Creative India CEO Amit Wadhwa.
As per the mandate, Benny will oversee the operations of Dentsu Creative in India. His objective will be to build various frameworks, platforms, and business processes that promote efficiency and effectiveness for clients using ‘modern creativity.’ Furthermore, he will aim to foster the company culture by leading internal initiatives and implementing training programmes to help develop talent.
It is pertinent to note here that in his new role, Benny will also closely work with Dentsu Creative’s global operations community led by global COO, Andrea Terrassa.
Benny has been with the network for over a decade, where he was a part of the senior management team at Dentsu Webchutney as chief financial officer (CFO). He played a key role in establishing the agency as one of the top and largest digital creative agencies in India.
Amit Wadhwa commented, “While we move into this new era of a strong brand like Dentsu Creative in India, it is important to have someone to spearhead the operational transformation who understands people as well as the business. To be honest, I don’t think I could have asked for a better person than Benny to do this.”
Speaking of his new role, Augustine said, “I am super thrilled to take up this new assignment. It would be both challenging and exciting to be the COO of one of the most creative networks globally. I am thankful to Amit and Dentsu’s senior management for considering me for this critical role.”
At the Cannes Lions Festival of Creativity 2022, Dentsu Creative India was declared the ‘Agency of the Year.’
In completing a hat-trick for the agency, Dentsu also lifted a Titanium for the country for its “Unfiltered History Tour (UHT)” Campaign in addition to bagging three Grand Prix—another first, two Gold Lions and three Silver Lions—making “UHT” the most awarded work not only from India but globally.
Mumbai: Dentsu Creative India has announced the appointment of Joy Mohanty as its chief creative officer. He will report to the company’s group chief creative officer, Ajay Gahlaut.
Joy will be instrumental in accelerating Dentsu Creative India’s growth trajectory in the North region. He will align with the agency’s ambition and work closely with the creative teams to build solutions that have the power to transform brands and businesses through the lens of modern creativity.
In a career spanning over three decades, Joy’s professional journey has been deeply rooted in Indian culture. He has worked on a host of brands such as Maruti Suzuki, Google, Nestle, Absolut, Thums Up, Makemytrip.com, Housing.com, HP, to name a few. In his previous roles, he held creative leadership positions in agencies like Publicis Capital and Lowe Lintas. Prior to joining Dentsu, he led Goldilocks, an agency from the Usha International Group.
Some of the notable campaigns Joy has worked on include: Maruti Suzuki’s “Kitna Deti Hai,” Absolut’s “Colourless,” Google Search & Google Maps’s “Paanch Minute ko Paanch Minute Banate Hain,” Google Maps 2-wheeler’s “Paaon Zameen Se Door Rahenge,” Housing.com’s “Yahan Search Khatam Karo” and Google Railwire’s “#StoriesFromTheStation.” He was also a part of the “Money Made Simple” campaign for Google Pay and Google Assistant’s India launch.
Commenting on Joy’s appointment, Ajay Gahlaut said, “Dentsu Creative is transforming into a powerhouse of creativity. We are rapidly building capabilities to stay ahead of the curve in a dynamically evolving industry. However, the tallest structures are built on strong foundations. Joy’s appointment is, thus, vital to our plan for the times ahead. He is a veteran who has worked on some of the most groundbreaking campaigns. I am certain that his experience will bring solidity and wisdom to the fresh, bubbling cauldron of creativity at Dentsu.”
Joy Mohanty added, “I am excited to join forces with Ajay and Amit and be part of the superb talent hub they have turned Dentsu Creative into. An enviable list of clients makes this a big opportunity. I look forward to adding to the energy and doing some great work.”
It may be recalled that Dentsu Creative India was declared the ‘Agency of The Year’ at the Cannes Lions Festival of Creativity 2022—a first-ever for India. It was a historic hat-trick, with the agency also lifting a Titanium for its “Unfiltered History Tour (UHT)” campaign, in addition to bagging three Grand Prix—another first, two Gold Lions and three Silver Lions—making UHT the most awarded work not only from India but globally.
