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Tag: Dentsu Creative Webchutney

  • Be-Rite Sunflower Oil launches new Tamil Nadu campaign

    Be-Rite Sunflower Oil launches new Tamil Nadu campaign

    MUMBAI: Time to lighten up the kitchen. Be-Rite Sunflower Oil, in partnership with Dentsu Creative Webchutney, has rolled out its latest Tamil Nadu campaign, Rite’ah Yosinga, Be-Rite Vaangunga (think rite, buy Be-Rite), encouraging consumers to make thoughtful choices while cooking with less oil absorption.

    The campaign, featuring National Award-winning actor M.S. Bhaskar, blends humour and everyday family moments to show how Be-Rite keeps meals light, letting families enjoy second servings without guilt. Set in a Tamil household, the film captures the relatable struggle of resisting favourite dishes and positions Be-Rite as the perfect solution for mindful cooking.

    Commenting on the creative approach, Dentsu Creative Webchutney CEO Indrajeet Mookherjee said, “Our task was to go beyond functional benefits and create a campaign that positions Be-Rite within everyday conversations. By integrating the brand’s unique value proposition of lightness into the familiar family moments that every Tamil household can relate to, we believe we have constructed a narrative that is not only memorable but also emotionally resonant.”

    GEF India senior vice president sales & marketing Chandra Shekhara Reddy added, “With this campaign we wanted to enforce a simple and powerful truth – that at the end of the day, food is about joy. And choosing the right oil can let families enjoy more of what they love, without the guilt.”

    GEF India head of marketing Chetan Pimpalkhute said, “In every Tamil household, there’s always space for one more serving. But often, people hold back for fear of overeating. That’s the insight we tapped into for this film, where Be-Rite oil empowers our consumers to cook more with less oil, without worrying about extra calories. We were confident that this simple, yet powerful thought would strike a chord with our audience.”

    The campaign is live across television, digital, social media, newspapers, and radio, combining a high-impact festive burst with sustained engagement to strengthen Be-Rite’s presence and category share in Tamil Nadu.

  • Dentsu South Asia fuses creative and media in leadership makeover

    Dentsu South Asia fuses creative and media in leadership makeover

    MUMBAI: dentsu south Asia is betting big on integration with a leadership shake-up that sees Amit Wadhwa ascending to chief executive of creative and media brands, south Asia while Anita Kotwani takes the reins as chief client officer, south Asia.

    The ad network’s bold restructuring aims to blend traditionally separated creative and media functions into a seamless operation, with both executives reporting to Harsha Razdan, dentsu’s south Asia boss, and Prerna Mehrotra, who oversees media operations across the Asia-Pacific region as CCO and CEO – Media, APAC.

    “Marketing today is more complex than ever, but complexity shouldn’t slow businesses down,” declares Razdan, touting the firm’s One dentsu  model as the solution to untangle clients’ thorny business challenges.

    In his expanded role, Wadhwa will lead dentsu’s creative and media practices, architecting seamless collaboration across three creative brands – Dentsu Creative Webchutney, Dentsu Creative Isobar, and Dentsu Creative PR, and five Media brands – Carat, dentsu X, iProspect, Posterscope, and Sokrati. His priority will be to break silos and establish a unified way of working across these disciplines, ensuring that media and creative function as a cohesive force.

    Says Wadhwa:  “This level of integration hasn’t been done in a long time, giving us the opportunity to shape a new way forward. Success isn’t about a single idea or individual – it happens when the right people collaborate, take ownership, and act with intent. That mindset is what’s driving the next phase of growth at dentsu South Asia. For years, Media and Creative have been distinct powerhouses, each delivering impact in their own way. But the future demands integration, not silos. We are bringing them together – not just for efficiency, but to create a more connected, agile, and strategic approach to solving challenges. 2024 laid the foundation for dentsu; 2025 is about momentum – bigger ideas, faster execution, and smarter impact. With some of the brightest minds in the industry, I’m excited for what’s next.”

    Kotwani will steer client-centric strategies that strengthen partnerships and align solutions with evolving business needs. As chief client officer for dentsu south Asia, she will champion transformative growth by embedding client-centricity into every strategic decision. She will oversee integrated client teams, expanding her remit to creative, media, and CXM, while also ensuring the expansion of the network’s presence in high-growth areas such as business transformation (BX), retail, and commerce. She will deliver bespoke, high-demand client centric solutions by combining expertise from across the network with cutting-edge technology, advanced commerce strategies, and strategic partnerships.

    Says Kotwani: “Clients power everything we do. This role is about creating high-impact partnerships by understanding their challenges and delivering solutions that generate measurable business growth. My focus is on accelerating their success through integrated capabilities, tailored strategies, and seamless execution. We are leveraging dentsu’s full ecosystem to create market-leading solutions that enable brands to scale, adapt, and lead with confidence. With extensive experience in building enduring client relationships and shaping large-scale media and marketing initiatives, I am committed to delivering long-term value. We are bringing together expertise, innovation, and deep market insights to help businesses unlock new opportunities, strengthen brand positioning, and create exponential impact. This is about setting new benchmarks for growth and ensuring our clients stay ahead in an ever-evolving market.”

  • Madhur Sugar and Dentsu Creative Webchutney promote The Good Cut

    Madhur Sugar and Dentsu Creative Webchutney promote The Good Cut

    MUMBAI: Madhur Sugar, in a sweet partnership with Dentsu Creative Webchutney, is shaking up the packaging world with The Good Cut, a simple yet radical redesign aimed at tackling India’s alarming microplastic problem. With India churning out a staggering 391,879 tonnes of microplastics annually – that’s 18 Statues of Liberty’s worth of tiny plastic terrors – something had to give.

    The culprit? Our casual corner-cutting habit. You know, that satisfying snip when opening a packet? Turns out, those tiny plastic shards are ditching the recycling bin and diving straight into the environment. Madhur Sugar’s The Good Cut flips the script, literally, guiding consumers to cut horizontally instead of tearing corners. A mere 5 cm shift, yet a potential game-changer.
     

    Ravi Gupt Surjo Dutt

    Shree Renuka Sugars executive director  Ravi Gupta declared, “Environment and sustainability have to be goals of a responsible business. Our packs are 100 per cent recyclable! But we realized that a corner piece of them never made it to recycling plants as it is trashed directly. That had to change.” He added, with a hint of optimism, “We hope this innovation sparks a movement, encouraging more brands to embrace The Good Cut and rethink packaging for a cleaner future.”

    Dentsu Creative Webchutney chief creative officer Surjo Dutt  chimed in, “Creativity is about solving real problems with ideas that fit seamlessly into everyday life. The Good Cut does just that – transforming a habitual action into an eco-friendly choice. A 5cm cut may seem tiny, but in the fight against microplastic pollution, it’s a step toward something bigger.”

    Available in select stores, The Good Cut is set to launch a digital, social, and outdoor blitz, aiming to turn this packaging tweak into an industry-wide revolution. It’s not just about sugar; it’s about a sweet solution to a sticky problem.

  • TVS iQube’s launches #AchchiShuruwat campaign

    TVS iQube’s launches #AchchiShuruwat campaign

    Mumbai: TVS iQube has launched its latest integrated marketing campaign, #AchchiShuruwat, translating to ‘A Good Start’.

    Rooted in the philosophy of fresh beginnings and sustainable living, the campaign showcases the TVS iQube not only as a mode of transportation, but as a transformative lifestyle choice. Since its launch in 2020, TVS iQube has stood for quality, comfort, connectivity, and affordability. In the last few years, it has crossed several milestones, embodying one’s independence and aspirations.

    At the heart of #AchchiShuruwat lies the belief that every journey, especially those towards realizing great dreams, begins with a promise of a new dawn – a promise embodied by TVS iQube. It symbolizes independence, aspiration, and the pursuit of personal and economic growth while fostering a sense of community and connectivity among riders.

    Commenting on the campaign, TVS Motor Company VP marketing & EV business Saurabh Kapoor said, “With #AchchiShuruwat, we aim to position the TVS iQube not just as a mode of transport, but as a partner in the pursuit of dreams. We believe that every journey, no matter how small, holds the potential for a good start – a fresh, hopeful beginning towards a brighter tomorrow. TVSM will continue to partner our customers in their journey of success, by making trustworthy and superior electric mobility experience more accessible.”

    TVS iQube is inspired by three fundamental principles: Giving customers the POWER OF CHOICE for range, connected capabilities and colours; Complete PEACE OF MIND around vehicle safety by adhering to latest norms and overall purchase experience leading to promise of delivery and the SIMPLICITY OF OPERATING the TVS iQube which is impactful yet hassle free. This will enable electric mobility accessibility to everyone and further establish TVS iQube’s proposition of being India’s favourite family EV. Currently, the TVS iQube Electric scooters are available in 434 cities and 651 dealerships across India.