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Tag: Dentsu Creative

  • DS Group releases new TVC on Catch with actor Akshay Kumar

    DS Group releases new TVC on Catch with actor Akshay Kumar

    Mumbai: DS Group, a multi-business corporation and a leading FMCG conglomerate, launched a new TVC for Catch Salt & Spices, to further strengthen its brand positioning with the message, ‘Kyunki Khana Sirf Khana Nahi Hota’. Conceptualized by Dentsu Creative, the film is centered around Catch Hing. Besides the TV channels, the all-new TV commercial will also be amplified across multiple digital touch points including Instagram, Facebook, and YouTube. The TVC features Bollywood superstar, Akshay Kumar with the vibrant and talented Kriti Kharbanda as a co-star, adding a fresh and exciting dimension to DS Group’s marketing efforts.

    The new TVC brings to life the essence of DS Group’s commitment to quality and excellence in the culinary world. It encapsulates the idea that food transcends mere sustenance; it is an experience, a celebration of flavors, and an expression of love. With Hing as the focal point, the commercial emphasizes the brand’s dedication to providing high-quality, authentic, and flavorful products that elevate every meal.

    The new Catch Hing TVC plays on the word ‘Khushboo’ which means ‘Aroma’ and is also a common name in India! The play of words between the two expressions makes the film enjoyable while delivering on the product and brand proposition. The film opens with Kumar, playing the role of a husband, entering a home carrying a bag filled with groceries, including a variety of spices, and informing his wife “Khushboo” that he brought all the groceries from the market. His attention is piqued when he notices a young boy peering into his house, sparking his curiosity about the boy’s intentions. The boy is captivated by the enticing aroma wafting from the kitchen, and upon Kumar’s questioning, he unknowingly says he is attracted to Khushboo (not his wife but Aroma) in the kitchen where Kumar’s wife, Kharbanda, is using Catch Hing for cooking. To correct the misunderstanding Kumar proceeds to introduce the boy to Catch Hing, highlighting its authentic fragrance. In the closing scenes, both men are seen savoring a delicious Indian meal prepared using Catch ‘Hing’ where Kumar delivers the message that ‘Khana sirf khana nahi hota, bigadte mamle ko sambhalne ka zariya bhi hota hai’, which translates to ‘Food is not just food, it’s also a way to handle delicate situations’. It subtly reinforces the essence of Khushboo (aroma) in cooking, enhancing flavor and serving as a crucial indicator of ingredient quality and freshness, thereby adding value – to taste, to the situation, to relationships, etc.

    Renowned Bollywood actor, Kumar expressed, “I am truly excited to continue my association with DS Group and their Catch Hing campaign. ‘Kyunki Khana Sirf Khana Nahi Hota’ has always resonated with me because it emphasizes the deeper significance of food in our lives. Food is not just sustenance; it’s an expression of love, culture, and emotions. With this new TV commercial centered around ‘Hing’, we aim to convey that message even more powerfully. I’m proud to be a part of a brand that values quality and authenticity in the culinary world, and I believe this TVC will further strengthen DS Group’s position as a trusted name in every Indian kitchen.”

    Bollywood actress, Kharbanda expressed, “I am truly honored to join DS Group’s journey in reinforces the essence of ‘Kyunki Khana Sirf Khana Nahi Hota’. The new TV commercial not only celebrates the essence of this message but also introduces the magic of Hing as a culinary game-changer. Having grown up in a household where my mom extensively used Catch masalas in her culinary creations, it’s a source of immense pride for me to be associated with the brand today.”

    DS Spiceco Pvt Ltd. business head Sandeep Ghosh emphasized the importance of spices in Indian cuisine, saying, “We are thrilled to unveil this exciting TVC, which not only reinforces our brand’s core message of ‘Kyunki Khana Sirf Khana Nahi Hota,’ but also showcases the exceptional qualities of our Hing product. Our continued partnership with Akshay Kumar and the introduction of Kriti Kharbanda underscores our commitment to excellence and innovation. We are confident that this TVC will resonate with our customers and reaffirm DS Group as their trusted choice for culinary essentials.”

    Dentsu Creative executive vice president Ujjwal Anand said, “Catch Salts & Spices is a forward-thinking brand, boasting a diverse array of top-notch offerings. With its new strategic direction, the brand aims to explore the profound relationship consumers have with food, promising to disrupt the conventional norms within the competitive market.”

  • Dentsu Creative launches 2023 CMO Report – ‘Creativity at a Crossroads’

    Dentsu Creative launches 2023 CMO Report – ‘Creativity at a Crossroads’

    Mumbai: Dentsu Creative’s 2023 Global CMO Report, ‘Creativity at a Crossroads’, reveals optimism from today’s marketing decision-makers in the face of change and challenge. Using data from a survey of 700 CMOs and senior marketers in the US, UK, Australia, Brazil, Canada, China, India, Italy, and Spain, the report has identified eight key themes which show that despite being an industry at a crossroads, it is one empowered by creativity and technology.  

    “Creativity at a Crossroads dives deep into the hearts and minds of marketers today. From embracing the ‘Frenemy at the Gate’ that is AI, to their resolute belief that advertising can be a force for good, this report shows that CMOs remain both optimistic about the future and committed to the transformative power of creativity, with 85 per cent believing that creativity is a catalyst for economic growth, rising to 94 percent in the US,” says global clients chief creative officer Julie Scelzo.

    Amidst volatilities of the modern world, such as climate change, inflation, and geopolitical instability, CMOs are focusing on the things they can control. Their number one concern for 2023, and as they look ahead to 2030, is owning and connecting with their audience in a world where third parties often seem to hold the cards.  

    Lead author on the report and Dentsu Creative chief strategy officer Patricia McDonald observes, “To own the audience, we need to connect in the spaces and places that matter most to them. The challenge is that audiences are changing: they have new expectations, new behaviors, and new values shaped by a deeply connected world. Their expectations have soared while their attention has polarised-they can dive deeper than ever into the things they love and find it easier than ever to ignore the things they don’t. So, brands must be built in new ways through experiences, through culture, and through action. The choice is simple: engage or be ignored.”

    Dentsu Creative India CEO Amit Wadhwa adds, “Today’s landscape demands that brands navigate a complex web of audience attention, technology advancements, and societal shifts. In the midst of these challenges, where change and challenge intersect, the ‘Creativity at a Crossroads’ report delves into marketing leaders who emphasize the integration of creativity and technology. Now, in a world where AI threatens to steal the spotlight from human creativity, it is reassuring to see that a massive 73% of India’s marketers firmly believe that Generative AI will never outshine the boundless brilliance of the human imagination. Frankly, I couldn’t agree more. The report underscores this crucial juncture where creativity, technology, and strategic insights blend – setting the stage for an exciting future in the world of marketing.”

    Written in collaboration with leaders across the Dentsu Creative global network, the report’s eight themes allow CMOs to benchmark their areas of focus against their peers, such as whether their investments in technologies and platforms are keeping pace with the industry, and whether they hold similar views on the fundamentals of marketing in 2023 and beyond.                    

    ·         WINNING THE AUDIENCE            

    In an era where social platforms, retailers, and technology partners are siphoning audience attention away from brands, and when consumer-brand interactions have become increasingly demanding and sophisticated, the single biggest concern for CMOs now and in the future is owning and connecting with a rapidly evolving audience. For 30 per cent of respondents ‘owning the customer relationship’ has been their focus for 2023 and will continue to be as they look forward to 2030. Engaging with changing audiences, responding to changing consumer behavior, representing more diverse audiences, and understanding, and keeping up with new technology were a focus of 28 per cent of CMOs respectively, with understanding Gen Z audiences still a challenge for nearly a quarter of respondents.      

    ·         AUGMENTED HUMANITY

    Today’s CMOs demand experiences that connect technology and humanity, 87 per cent agree that brands today are built through experiences, and 88 per cent agree that it is essential that the customer experience matches up to the brand promise. To achieve this, they are embracing new interfaces from voice to gesture, AR to AI, blurring the boundaries between on and offline, content and commerce, and enabling ideas that are distinctive, delightful, and disarmingly human.  

    ·         CULTURAL CAPITAL                      

    CMOs agree entertainment will be a key component of brand building and are looking to build their brands in the spaces and places that matter most, investing in platforms from podcasts to programming to engage audiences that are harder than ever to interrupt. 79 per cent of CMOs agree with the statement, ‘In a world where advertising is easier to ignore’ and 80 per cent agree that technologies such as live streaming are blurring the boundaries between content and commerce as never before. We also see that humor is making a comeback with 58 per cent of marketers looking to create moments of joy during current difficult times and agreeing that today’s advertising today isn’t entertaining enough in a crowded sea of bold and bullish promotional messaging.  

    ·         PURPOSE GETS REAL                    

    The way marketers are approaching Purpose is shifting. 69 per cent of those surveyed agreed that we have been so focused on purpose that we have forgotten how to sell. Moving beyond “purpose washing” campaigns it is felt that Purpose must evolve from a side project to an integral element of business strategy as there is no longer any disconnect between what is good for society and what is good for business, 78% of marketers believe that in a world where economic volatility is accelerated and exacerbated by climate volatility, renewed innovation and infrastructure is badly needed and only through the power of emotion can we impact this and affect lasting behavioural change.    

    ·         FUNDING FEARS

    Signifying a deepening awareness of the industry’s responsibility to balance purpose and profit, CMOs are concerned over the polarised, sometimes toxic, media landscape brands could be funding with their investments. 62 per cent of CMOs are worried about the potential adverse consequences of their campaigns and investments on the environment and society, while 64 per cent expressed concerns that their media spending may inadvertently contribute to political polarisation, raising questions about advertising’s role in shaping public discourse. In defiance, marketers remain convinced that advertising can be a force for good and 81% agree that brands can use their budgets to amplify independent and diverse voices.

    AI: FRENEMY AT THE GATE                        

    AI is cause for cautious excitement and 87 per cent agree that it represents the future of advertising and marketing. CMOs welcome the efficiencies it allows and are keen to experiment, but doubt AI-generated content will ever truly move their customers, and 81 per centof respondents agree that customers will be prepared to pay a premium for human-created content. Despite over half of respondents questioning if Generative AI could take their jobs in the future, 75 per cent believe that Generative AI will never fully replace the essence of human creativity.

    ·         CONNECTED PEOPLE                                    

    CMOs now demand flexibility and diversity from the people they work with. 86 per cent want their agencies and partners to connect the right talent at the right moment, wherever it sits inside the network or beyond. 83 per cent believe brands benefit from consolidating their efforts with one agency holding company, acknowledging the power of the network in a data and technology-driven world. However, 85 per cent do value the diversity of thought that comes from partnering with multiple agencies, calling out the flexibility and agility of local partners. As such, the perfect team for today’s fast-changing and volatile world does not exist, and CMOs want the ease of one agency, with the power of many.  The businesses and brands that can connect the right talent at the right moment, or introduce unique perspectives to unlock new outcomes are those that will thrive.  

    ·         THRIVING IN A CONNECTED WORLD

    Responding to audiences with a heightened expectation of brand integrity and customer experience, and an increased tendency to completely avoid content that fails to engage or entertain, CMOs remain committed to the transformative power of creativity, and 85 per cent view creativity as a catalyst for economic growth. Unlocking the creativity needed to thrive in today’s connected world sits firmly at the intersection of brand, experience, and culture and sweet spots are emerging for brands and businesses to connect with modern customers in the spaces and places that matter most.  

  • Liqvd Asia ropes in Praveen Nair as joint national creative director

    Liqvd Asia ropes in Praveen Nair as joint national creative director

    Mumbai: Liqvd Asia, a leading digital full-service company, has brought in Praveen Nair as its joint national creative director. Praveen comes on board to bolster the creative leadership team and expand the company’s digital footprint.

    In his career of more than 15 years, Nair has lent his creative skills to Grey Worldwide, Dentsu Isobar (now Dentsu Creative), The 120 Media Collective, and MRM (McCann Relationship Marketing). He has worked on various path-breaking campaigns for brands including Bournvita, Volkswagen, PNB MetLife, and Tata Motors.

    Nair will collaborate with Sunil Gangras, who is also joint national creative director at Liqvd Asia, to uplift the product offering and spearhead impact-driven campaigns.

    Gangras said, “Nothing is as fascinating as conceiving ideas that go beyond the traditional brief to disrupt a category and have a larger digital impact. I am particularly excited to work with Anish and Praveen to bolster the creative product because, in today’s day and age, I feel it’s important to think beyond the larger brand story and ensure it is seamlessly integrated with the digital landscape.”

    “It’s a vital decision that we took to align our ambitions to dissolve boundaries set by traditional digital agencies. Both Sunil and Praveen come with unmatched experience, and over the years, they have displayed proven skills in marrying ideas and technology for the new-age audience. I look forward to building stories with them, stories through which people will remember Liqvd Asia,” said Liqvd Asia chief creative officer Anish Varghese.

    Speaking on his appointment, Nair quipped, “The one thing that excites me about this new role is Liqvd Asia’s vision. I believe that the core responsibility of an agency is going beyond platforms and briefs, and focusing on providing solutions for real business challenges. It’s challenging and that’s what makes it exciting. And the fact that I’ll be working with industry veterans like Varghese and Gangras, is what I’m most excited about.”

  • Dentsu Creative India ropes in Dalip Daniel & Tulika Seth as directors

    Dentsu Creative India ropes in Dalip Daniel & Tulika Seth as directors

    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.”

  • Agencies need to start leading and stop lagging: Dentsu Creative’s CMO report

    Agencies need to start leading and stop lagging: Dentsu Creative’s CMO report

    Mumbai: Dentsu Creative has released the results of its annual survey of CMOs in the UK, US, China, India, and Brazil. The survey, called “The Power of Modern Creativity: Insights for Today and Tomorrow,” identifies eight key themes that define the future of modern creativity and what clients most want from their agencies .

    According to the report, 85 per cent of clients agree that while consumer behaviour has undergone rapid changes in the last five years, the agency model is yet to adapt. 78 per cent say that the silo-ed agency model is no longer fit for purpose in today’s world. Clients are seeking a new agency model where creativity is a horizontal not a vertical, with 82 per cent agreeing they want to see creative solutions across every aspect of their business-media, commerce, and CXM-just as much as in campaigns.

    India is the market where CMOs are most likely to have invested in creating their own TV programming.

    China and India dominate the creation of branded entertainment and intellectual property (IP), with 53 per cent of CMOs in these markets investing here, and China is the global leader in creating branded characters and IP.

    Dentsu International global chief creative officer Fred Levron said, “We introduced Dentsu Creative to the world in the belief that clients want something new and different. That they are tired of artificial silos and complexity and are seeking modern, integrated creativity. This survey showed that today’s CMO’s are with us all the way on that. They don’t want creativity to stay in its swim lane; they want to see creativity across every aspect of their business-across media and CXM just as much as campaigns and content. That’s why we designed Dentsu Creative not only to bring together our amazing capabilities in entertainment, experience, storytelling, and innovation, but to integrate seamlessly with our media and CXM businesses. Clients are asking agencies to create culture, to invent new possibilities, to help reshape society and we care ready to deliver this.”

    Dentsu Creative chief strategy officer Patricia McDonald added, “Today’s CMOs are asking agencies to stop lagging behind and start leading again.  Our study confirms that today’s CMOs believe in the power of modern creativity to engage a new generation of consumers. They are asking their agency partners to think beyond legacy silos and bring the right talent around the table to deliver ideas big enough to live anywhere, bold enough to chart new executional territory and rich enough to make personal connections with millions of customers around the world. That requires us to connect our core skills in strategy and brand building with the ability to execute anywhere from gaming to entertainment, culture to commerce.”

    Dentsu Creative chief executive officer Amit Wadhwa commented, “We all know that the business landscape is rapidly changing and so are the expectations from agencies on how and what we deliver. It’s extremely essential for all of us to be in tune with the requirements and expectations in this changing environment. With this very objective, the CMO survey was conducted. What really excites me is that the responses augur extremely well for the direction we took when we launched Dentsu Creative based on the philosophy of modern creativity. Excited with the way we are moving ahead.”

    Eight key themes identified and unpacked in the report:  

    From complexity to simplicity: Today’s clients reject artificial divisions and binaries, seeking simple but powerfully integrated solutions to their problems.  

    73 per cent of marketers agree that the modern comms landscape, and by extension their roles, have become increasingly complex.

    Inventing the future: Investment in gaming, virtual technologies and social commerce continues as clients believe the online space is where their most meaningful customer interactions take place.

    84 per cent agree that an online store should feel as immersive as an offline store.

    Big ideas, boldly executed: The big organising idea is more important than ever but today big ideas must be executed in bold new ways, to connect in personal, contextually relevant ways.

    84 per cent agree that modern creativity creates culture, it doesn’t just interrupt.

    Radical collaboration: Delivering modern creativity means rejecting traditional silos and traditional definitions of scale, using data and technology to nimbly connect the right talent around the right brief.

    76 per cent want agencies to connect the right talent around the right brief, wherever it sits in their networks.  

    Creating Culture: CMOs across the globe are investing in content marketing, entertainment and IP as never before, building their own audiences and creating their own properties.  

    84 per cent of respondents are implementing or have implemented entertainment platforms and IP as a strategy.

    Horizontal Creativity: To thrive in the modern world, networks must embrace creativity across every touchpoint; content to commerce, media to CXM. Creativity is no longer a vertical or discipline but a horizontal.

    82 per cent want to see creative solutions across media, commerce and CRM, just as much as in campaigns.

    Changing society: CMOs speak with one voice on the vital importance of using their platform for good and the imperative to pivot their business model in response to the climate crisis.  

    84 per cent agree that real change is only possible through sustained collaboration between businesses, consumers and policy makers.

    Embracing difference: Designing for the modern world means investing in teams that reflect the modern world. Today’s agencies must embrace difference as the only true way to deliver work that makes a difference.

    95 per cent agree that it is a brand’s responsibility to change behaviour and change society.

     

  • Joy Mohanty joins Dentsu Creative India as chief creative officer

    Joy Mohanty joins Dentsu Creative India as chief creative officer

    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.

  • Dentsu Webchutney wins digital mandate for MakeMyTrip

    Dentsu Webchutney wins digital mandate for MakeMyTrip

    Mumbai: Dentsu Creative India’s digital creative agency Dentsu Webchutney on Thursday announced that it has won the digital mandate for online travel company MakeMyTrip. The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office.

    As per the mandate, the agency will focus on further building MakeMyTrip’s already-vibrant digital presence by implementing an aggressive creative growth strategy.

    Speaking on the win, Dentsu Webchutney associate vice president Upasana Naithani said, “MakeMyTrip is a big win for us, not only because it shows faith by the best of the industry in our agency but also because their values align with ours beautifully. We are very excited to work on campaigns that move both the business and the brand in the right direction.”

    Dentsu Webchutney creative director Chaitanya Joshi added, “While we plan to bring the edge to larger travel occasions, modern creativity means that we are nimble enough to target the micro-occasions in an effective manner. I am glad that the good folks at MakeMyTrip share our zest, and we look forward to a lot of clutter-breaking stuff in the future that not only pushes creative boundaries but also impacts business positively.”

    MakeMyTrip chief operating officer Vipul Prakash commented, “Today, travellers seek more when consuming and engaging with brands across channels. Together with Dentsu Webchutney, we hope to introduce new, innovative ways and concepts that can help engage with Indian travellers better. Our goal remains to be authentic in what we say and innovative in how we connect with the new-age traveller.”

  • We keep talking about digital & technology, but at the end of the day it’ll always be about people: Dentsu’s Amit Wadhwa

    We keep talking about digital & technology, but at the end of the day it’ll always be about people: Dentsu’s Amit Wadhwa

    Mumbai: The ever-changing digital ecosystem has altered the game of advertising and marketing as we once knew it. Digital marketing has developed into a significant platform for some profound work and brand case studies. Whether it’s digital or non-digital, every creative needs to emanate from a strong idea, said Dentsu Creative India CEO Amit Wadhwa, sharing his insights on the digital space and what works in the medium at the third edition of The Advertising Club’s D: CODE held recently in Mumbai.

    We keep talking about digital and technology, but this will always be about people at the end of the day, Wadhwa emphasised. “People are needed for ideas. People are needed to create technology. People are needed to run and understand the medium. That is the most important consideration.”

    At the Tac’s annual digital review, ten digital evangelists from the advertising and marketing fraternity shared key takeaways that brands and their digital custodians can make use of.

    Repersenting dentsu creative, the winner of the Agency Of The Year award at Cannes this year, Wadhwa shared the two pieces of work that stirred him. Or, in his own words, like a true advertising professional, he “stuck to the brief” – where the brief given was to showcase one best-of-class work from their own stable, along with one work that truly inspired them. He started with a creative coming from Dentsu’s stable, called The Protest March.

    Speaking about exactly why he chose this particular piece of work, Wadhwa said, “Who says protests have to be on the street… who says protests have to be violent or there has to be aggression? This is cricket and this is a protest-you can’t get a bigger and better idea.” More importantly, he added, this idea is digital at its core. The whole reason this is happening is that digital is there as a platform.

    Pointing out the third important element, Wadhwa said, “And I strongly believe in the third power—that’s purpose. I think it’s important for everything to have a purpose. And look at the purpose this one had. Taliban taking over, rights being taken away and I think you can’t have a stronger purpose than that.”

    Titled ‘The Protest Match’, the initiative recreated the Afghanistan women’s cricket team virtually, replicating the exact team that was unfairly banned from playing in real life. With an objective to pledge support and protest the injustice caused to the Afghan Women’s Cricket team, on 3 April 2022 – the day the ICC Women’s World Cup finals took place in New Zealand, Global eSports, in partnership with Isobar India Group, re-created the finals—one that could have happened.

    Talking about the next piece of work that inspired him, titled ‘Backup Ukraine,’ Wadhwa said, “When I went to Cannes this year, there was a team from Ukraine presenting this idea. And it hit me so hard that it remained with me.”

    The project was led by Virtue Worldwide, a Vice Media-owned creative agency, and centres on a digital and mobile platform that enables people in Ukraine to capture and digitally preserve 3D images of historical artefacts, monuments, and other culturally-relevant structures and objects at risk of being damaged or destroyed in light of the ongoing war with Russia. The tool employs technology developed by 3D imaging startup Polycam to create realistic digital replicas and store the digital blueprints of the artefacts they capture in the cloud.

    “I feel equally important to “what” we show on digital is “when” we show it. The timing is key,” Wadhwa said, adding that timing is key in any medium, but more so in digital.

    Wadhwa also mentioned how, nowadays, the brief itself states, ‘We want a stronger integration on digital.’ “I don’t think we need a stronger integration of digital—digital is all around us. If the idea is good, it will finally land on digital,” he asserted, adding that the moment you start trying too hard, you will see it going wrong somewhere.” Talking about the one thing that’s really spoiled us, Wadhwa says that with this medium, everything is possible, and that’s what the medium is all about.

  • 10 digital evangelists decode the digital mantra at The Advertising Club’s third edition of D:CODE

    10 digital evangelists decode the digital mantra at The Advertising Club’s third edition of D:CODE

    Mumbai: Leaders from different digital domains, spanning publishers, marketers, new age digital companies, and creative and media agencies, gathered on 26 August at The Advertising Club’s third edition of D-CODE: The Annual Digital Review 2022 in Mumbai.

    The evening kicked off with tech professional turned stand-up comic turned compere for D-CODE 2022, Anshu Mor, who welcomed the attendees with a humorous anecdote narrating his real-life resignation story.

    Welcoming the attendees, The Advertising Club president Partha Sinha, emphasised how digital has become a game-changing medium for brands over the course of the last 10–15 years.

    Dentsu Creative CEO Amit Wadhwa kicked off the event as the first speaker, showcasing two case studies – ‘The Protest March’ and ‘Back Up Ukraine’—and prodded the audience to remember that we are still about people.

    S4 Capital CEO – APAC Michel de Rijk presented the Tata Tea example done for Independence Day and emphasised how the integration of data and content with technology enables agencies to create high-quality content overnight in just their own studio.

    ONDC chief business officer Shireesh Joshi articulated the vision and implications of the ONDC initiative for sellers, buyers, and every component and process along the e-commerce chain.

    Shedding light on the power of targeting and geolocation insights in campaigns, Jio Ads CEO Gulshan Verma enlightened the audience on the scale and solutions offered by JioAds.

    Talented founder P G Aditiya took the audience through the 55 steps that were involved in creating the Cannes 2022 Grand Prix winner, “The Unfiltered History Tour,” and emphasised the benefits of a long client-agency relationship in creating path-breaking campaigns.

    Following this was Disney+ Hotstar executive VP and CMO Sidharth Shakdher, who shared his thoughts on reversing the narrative of digital driving people apart by building a better consumer experience.

    YouTube India head of consumer marketing Mansha Tandon, spoke about shaping creativity with culture and trends in the digital space.

    Speaking next was luxury & lifestyle influencer Rizwan Bachav, who walked the audience through his journey, learning, and challenges in becoming an influencer.

    Sharing thoughts on how creativity can build brands, Starcom CEO Rathi Gangappa emphasised the need of being human in the age of digital transformation.

    Concluding the review, Meta marketing director Avinash Pant spoke about the evolution of social connections and the exponentially growing metaverse space empowering meaningful experiences.

    Addressing the evolving digital ecosystem at the third edition of D:CODE, Sinha said, “Digital marketing has gone on to become a game-changing phenomenon and the Advertising Club’s D:CODE is a testimony to our persistent efforts to create awareness and enhance the learning curve of the fraternity with insights and takeaways from the industry’s best digital minds. D:CODE has witnessed great case studies that have worked beyond the boardroom. As we move forward in this ever-evolving and competitive digital era, D-CODE will continue to become a significant platform with case studies that give profound experiences, transforming the way brand custodians especially approach their digital.”

    At the third edition of The Advertising Club’s annual digital review, the 10 digital evangelists from the advertising and marketing fraternity shared key takeaways that brands and their digital custodians can make use of.

  • D:CODE 2022 by The Advertising Club: Industry experts to share insights on rapid transformation of digital industry

    D:CODE 2022 by The Advertising Club: Industry experts to share insights on rapid transformation of digital industry

    Mumbai: The pandemic era which we passed through has seen an interesting shift in consumer behaviour towards small businesses and homegrown brands. This has fueled the need and importance of digital marketing as a platform to connect and reach out to more consumers. Owing to this accelerated business and rapid consumer shift towards digital, The Advertising Club is once again back with its third edition of D:CODE 2022, India’s Annual Digital Review.

    The Advertising Club’s third edition of D:CODE 2022, presented by Meta, will take place on 26 August 2022, at the Jio World Convention Centre in Mumbai, beginning at 6:30 p.m. Following the phenomenal success of the first two editions, the upcoming edition will see the best minds in digital, media, and marketing come together to address the evolving digital ecosystem.

    D:CODE 2022 will see the following 10 industry leaders, including Dentsu Creative chief executive officer Amit Wadhwa; Google director-marketing partners Satya Raghavan; Hotstar executive VP and CMO Sidharth Shakdher; Jio Ads CEO Gulshan Verma; Luxury & Lifestyle Influencer and I-banking professional turned KOL Rizwan Bachav; Meta marketing director Avinash Pant; ONDC chief business officer Shireesh Joshi; S4 Capital chief executive officer-APAC Michel de Rijk; Starcom CEO Rathi Gangappa and Talented founder P G Aditiya. They will cover three areas in 10 minutes each: their own work they are proud of; the work of other brands that inspired them; and tips to crack the digital code in the year ahead.

    Speaking about the third edition of the review, The Advertising Club president Partha Sinha, said, “The Advertising Club has been at the leading edge in driving several pioneering initiatives that truly define the current state of the media and advertising industry. With sustained efforts year on year, D:CODE has emerged as an engaging knowledge platform, providing a reason to “Inspire and be inspired”. We are excited to present our third edition of the show with leading industry stalwarts from India and APAC whose insights and learnings will continue to celebrate the rapidly changing dynamics of the digital industry. With D:CODE 2022, The Advertising Club looks forward to creating yet another benchmark in the Indian media and advertising landscape and paving the way to unleashing the true potential of digital.”

    D-CODE chairperson Punitha Arumugam added, “We are excited to continue with the 10 minute per speaker format at D-CODE 2022. Our 10 speakers will showcase, in total, 20 digital case studies done in the past year and provide 30 tips to crack the digital code in the year ahead—all this in just one evening! We hope it will be a truly educative and immersive experience for the audience.”

    “The D-CODE 2022 line up of speakers covers award winners from Cannes this year (Dentsu Creative, PG Aditiya), best of global digital publishers (Google, Meta, Disney+Hotstar, Jio Ads), new age orgs defining the future of digital agencies and e-commerce (S4 Capital, ONDC), digital forward media agencies (Starcom) and social influencers (niche KOL like Rizwan).  With these 10 speakers, D-CODE 2022 covers a relevant spectrum of all things digital; not to mention the laughs the audience will have with our compere Anshu Mor, a tech professional turned stand-up comic,” said D-CODE co-chairperson Avinash Pant.

    D-CODE 2022 is presented by Meta, co-powered by Times Network and Disney+Hotstar in association with MiQ & YOptima.