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Tag: Dentsu Impact

  • HT Media attacks TV news in its new film

    HT Media attacks TV news in its new film

    The HT Media Group has relaunched its flagship brand Hindustan Times in an all-new digital-first avatar. The English daily, with a legacy of over 96 years and a total readership of eight million across India (TR, IRS Q4’19), has undergone a complete re-design that addresses the multi-platform shareable news consumption habits of today’s generation, particularly the millennials.

    The refreshed HT product portfolio, including HT City and Brunch, is replete with elements that offer seamless print to digital integrations. It further gives the readers more than what is available on just the print medium via QR Codes, video pointers, links to podcasts and photo galleries that direct the readers to HT’s digital platforms to experience, engage and express more.

    In terms of the new design elements, HT has launched its new logo that is classic yet contemporary, evoking the credible legacy that the brand brings to its modern-day readers. The thoughtfully crafted crest captures the journey of the brand from ‘quill to cursor’ and the values the brand has embodied since its inception in 1924 – ‘Clarity and Credibility’.

    HT has also unveiled its new positioning – First Voice, Last Word. It represents the ethos of the brand with its continued promise of credible journalism, especially in today’s information-addled world. While the First Voice alludes to its digital-first agile approach, which is always the first to raise issues faced by the citizens today, the Last Word captures the essence of journalistic excellence associated with a credible, trusted and respected news brand.

    Dentsu Impact, the creative agency from the house of Dentsu Aegis Network (DAN) India, has worked on the integrated campaign of the relaunch. The campaign maintains a sharp millennial focus in the messaging and design contours.

    The campaign film showcases a young woman addressing to the camera about how the audiences today are being fed with broken news that does not make anyone wiser. She attacks the format in which the news stories are broken, discussed and disintegrated on social media platforms, and debated further in evenings leaving anything but the truth aside. Towards the end, she brings to fore the HT’s positioning of ‘first word and last voice’.

    “The media landscape has undergone an immense transformation in the past decade and despite the testing times, Hindustan Times continues to make strides as a market leader to give the ‘news consumers’ what they are seeking and how they are seeking it. This refreshed product fits the fast-paced, knowledge-seeking needs of the millennials without alienating the older generation who are also fast adapting to the new ways of news consumption. We are extremely excited about this new offering and are certain that this raises the bar for the news industry in our country” said HT Media Ltd group CMO Rajan Bhalla.

    Dentsu Impact CCO Soumitra Karnik added, "Our focus was to make this campaign around the brand new format of HT; not just the design part of it but the core idea of becoming the most authentic news source available to its subscribers across all platforms. The new generation of news seekers are seeking absolute truth in the news they consume. They are tired of sensationalism; they are asking hard questions about the current state of journalism and they are expressing themselves freely and fearlessly across all platforms. And It is this relentless quest for the truth that we have tried to bring to life through a hard-hitting and thought-provoking narrative, voiced by the young and impactful social commentator, Aranya Johar – a representative for the responsible and aware millennial. The all-new HT is a fantastic product. The newspaper is interactive that impeccably integrates the print-to-screen reading experience.”

  • Dentsu Impact, Maruti Suzuki launch ‘Move Up’ campaign

    Dentsu Impact, Maruti Suzuki launch ‘Move Up’ campaign

    NEW DELHI: Moving up in life is a dream that is cherished by all. Bringing this insight to life, Maruti Suzuki has launched its latest campaign, ‘Move Up’, for its brand – the 2020 Dzire.

    Conceptualised and executed by Dentsu Impact, the creative agency from the house of Dentsu Aegis Network (DAN) India, the campaign introduces the latest edition of India’s best-selling sedan, the 2020 Dzire.

    With the all-new 2020 Dzire, Maruti Suzuki has introduced an offering that provides an upgrade not just for the owner of the car, but to every member of his or her family. It features a strikingly new and bold front fascia with a premium single-aperture front grille and bold chrome accents. Moreover, the sedan also has spacious and stylish interiors with champagne trim accents. It is powered by the advanced K-series Dual Jet and Dual VVT BS6 petrol engine with an idle start-stop (ISS) function. For enhanced customer convenience, the advanced features include cruise control and auto foldable ORVMs with Key sync. The enviable feature list, thereby, makes the 2020 Dzire a perfect car for those who go out of their way to provide their family an advanced experience.  

    The film has been released on television with a longer edit on digital. The campaign film is supported by elements in print, OOH and social media. It captures the story of a father who celebrates his success by going out of his way to fulfil his daughter's wish with the help of his 2020 Dzire. The digital short films are feature-led, integrating them seamlessly within the storyline itself. It is pertinent to note here that the campaign will be live till mid-August.

    Maruti Suzuki India  executive director – marketing & sales – Shashank Srivastava said, "With over 55 per cent market share in its segment, Dzire is the preferred sedan of over 20 lakh customers. Building on an overwhelming customer response, the 2020 Dzire offers next generation K-series engine with segment-first idle start-stop technology (ISS), an upgraded premium exterior design, refreshed interiors, and advanced features. As a company, we have believed in bringing technologies that benefit the customers. The 2020 Dzire will help us to continue with our brand promise, to offer products with state-of-the-art designs and advanced technology to delight our customers."

    He further added, "The introduction of the advanced K-series Dual Jet, Dual VVT BS6 petrol engine with idle start-stop (ISS) function makes it more desirable, low on emissions with best-in-class fuel efficiency."

    Dentsu Impact  national creative director Anupama Ramaswamy said, "When it comes to Indian families, moving up never happens alone. Right from our childhood, we have seen our fathers work tirelessly, selflessly and go to any length to make every little wish, every little desire come true. With the 'Move Up' campaign, we celebrate this emotion and, also tell all fathers that the 2020 Dzire is by their side to see each and every desire of their loved ones come true."

    Dentsu Impact president Amit Wadhwa added, "The idea of ‘Moving Up’ together with your family is one that resonates with every Indian. And when it comes to cars – moving up and togetherness is exemplified quite well in a sedan, especially by Dzire, which is the top choice for millions of people. The communication created around the car reflects just that and if I may add… quite beautifully!”

    Credits

    Client: Maruti Suzuki India Limited

    Agency: Dentsu Impact

    President: Amit Wadhwa

    Chief Creative Officer: Soumitra Karnik

    National Creative Director: Anupama Ramaswamy

    Copywriter: Uday Dayal

    Account Management: Karun Arora, Arjan Soni, Dipti Sinha

    Production House: Crazy Few Films

    Director: Sharat Kumar

    Producer: Viraj Gawas

    DOP: Andrew

    Music: Abhishek Arora

    Singer: Abhishek Arora

    Editor: Aman Shukla

  • Dentsu Impact, My Choices Foundation launch digital campaign for ‘Mothers Without A Choice’

    Dentsu Impact, My Choices Foundation launch digital campaign for ‘Mothers Without A Choice’

    MUMBAI: While the world was busy celebrating motherhood during this lockdown with mushy photos, cute videos and beautiful cards, a darker truth was being ignored.

    There are thousands of women who have been forced to become mothers as a result of this lockdown in their so-called ‘safe’ places called homes. With no choice and no way out, they face a future, which has been thrust upon them.

    To get the world talking about this issue, Dentsu Impact, the creative agency from Dentsu Aegis Network (DAN) India, conceptualised and executed a digital video, which puts the spotlight on one of the biggest and yet, least understood casualties of this Covid2019-pandemic lockdown.

    YouTube Link – https://www.youtube.com/watch?v=5xWsZFlIt1w&feature=youtu.be

    Facebook Link – https://www.facebook.com/MyChoicesFoundation/videos/2458025744439281/

    My Choices Foundation aims to give women and girls the choice to live free from violence, abuse and exploitation. The National Commission for Women has reported a sharp increase in cases of domestic violence, rape and attempted rape from the final week of March 2020 onwards. While the lockdown is a necessary step to prevent the spread of Covid2019, it also means that women, who are victims of sexual domestic assaults, are now locked inside the house with their abusers. The brief was to highlight this sharp increase worldwide because of the lockdown.

    In these times of crisis, home was meant to be the safest place for everyone. And yet, it turned out to become the most dangerous place for many. Several cases of domestic abuse and marital rape are being reported almost every day, and as a result, the numbers of unwanted pregnancies has surged manifold. Women have become mothers not out of love, but by force, and without a choice. As the world celebrated Mother’s Day, its eyes needed to be opened to the plight of millions of women trapped in a world of violence inside their homes. The aim was to (We wanted to) create awareness about them, who never had the choice of not becoming mothers, unlike the ones who were receiving all the love on this special occasion.

    Dentsu Impact, the creative agency from Dentsu Aegis Network (DAN) India, conceptualised and executed a digital video to highlight the problem. The video shows women staring at the camera, unable to speak a word. But despite the silence, what we see is anger, angst and suffocation. The sound design was to enhance the pain that these women have to endure. We hear the claustrophobic pain these women from various walks of life go through every day. The voice over is meant to be their inner voice pleading for us to help them and prevent them from becoming mothers by force.

    My Choices Foundation founder Elca Grobler said, “The video, from the opening, makes anyone who watches it feel unsettled. The agonising voice of the victims sends chills down one’s spine, and it evokes a sense of torment. It is brilliant in captivating the intensity of the affliction brought onto the victims by their abusers. This leaves one infuriated and with a feeling of disgust at what vulnerable women have to endure. Although it is extremely difficult to fully know the pain that these women go through, it sends across an immensely strong message – let us not be silent! We feel fortunate to be able to help victims by providing access to our national toll-free helpline number. Each one who reaches out to us, will be referred to one of our counsellors to assist and intervene in the sexual abuse, as well as connect them with the nearest police station.”

    Dentsu Impact national creative director Anupama Ramaswamy added, “We used Mother’s Day as the setting for this communication. The reason being, while the world wants hope and celebration during the lockdown, some women are dreading every single day of it. This lockdown is nothing less than a living hell for them. The prediction of seven million unwanted pregnancies is alarming. If we cannot help these women, we would be doing nothing to stop seven million innocent children from being born into unhappy households. With this communication, we aim to make people and authorities recognise the fear with which these women live. And give them a chance to live life on their terms.”

  • Dentsu Impact president Amit Wadhwa’s gratitude towards covid-19 fighters

    Dentsu Impact president Amit Wadhwa’s gratitude towards covid-19 fighters

    MUMBAI: COVID-19 has forced the population to stay indoors, and industries are moving their functions online. In this unprecedented situation,  citizens are counting on the essential service workers who are risking their health to keep the society running smoothly. Some of them have been working silently without us realising how important they are. Dentsu Impact president Amit Wadhwa expresses his gratitude to healthcare providers and other essential services personnel for their support during the pandemic.

  • GREY India appoints Amish Sabharwal as executive creative director

    GREY India appoints Amish Sabharwal as executive creative director

    MUMBAI: GREY India has appointed Amish Sabharwal as Executive Creative Director, based in Gurgaon. He will work closely with  GREY India  chief creative officer Sandipan Bhattacharyya.

    Welcoming Amish on board, Sandipan said, “We’re thrilled to have Amish on board and to have a younger creative leader in our core team. We live in a world that’s being propelled by the phenomenal business ideas of a younger generation, so it’s only apt that advertising embraces the creative power of a new breed of thinkers. Amish is enormously talented, creatively restless and mature beyond his years. This is going to be an amazing ride!”

    Prior to GREY, Amish has had noteworthy stints at JWT, McCann and Dentsu Impact, where he led the launch campaign of one of the world’s most iconic brands -IKEA in India.

    At JWT, as a senior creative director, he was involved in the revamp of Gatorade with campaigns like ‘Sweat for Gold’ and ‘Hate your Teacher’, making the Times of India print supplements relevant to the youth with the iconic ‘Flirt with your city’ campaign and the launch of Sting, an energy drink from Pepsi. Apart from this, some other brands he’s worked on include Hindustan Times, Mint, Subway, Nescafe, Aircel, Nokia, Kurkure, Chevy Cruze, Lays, Airtel DTH, Pizza Hut and Indian Badminton League.

    His work has been awarded at the New York Festivals, Abbys, Effies and Kyoorius Awards. He has also been tagged as a ‘Hot Young Creative’ of advertising by The Economic Times.

    On joining GREY, Amish said, “For the last couple of years, GREY India has been signalling a creative shift with big wins at Cannes, D&AD, One Show, Effies and Spikes. What’s truly motivating is the vision to create work that moves consumers, trends and juries alike. A place where creative culture and love for ideas supersedes hierarchies, silos and egos. And with Sandipan and the talented team, I hope to further that vision.”

  • Dentsu Impact bags digital mandate for HT Media’s Radio Biz

    Dentsu Impact bags digital mandate for HT Media’s Radio Biz

    MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has added another new mandate to its recently established Social Media Division, Dentsu Impact Digital. The agency has been awarded the digital mandate for all 3 radio businesses of the HT Media Group –  Fever FM, Radio Nasha and Radio One. The agency already handles the mainline creative work for the 3 brands, and with the consolidation of the digital mandate, the team looks at ensuring a stronger consolidation of the offline and online platforms for the brands. Interestingly, Dentsu Impact also handles the creative duties for Hindustan Times and Hindustan Hindi – the 2 leading dailies from the HT Media group.

    Speaking on the development, Rajan Bhalla, Chief Marketing Officer, HT Media said, “We have been associated with Dentsu Impact for a long time and have immense trust in the capabilities of the team. The agency’s forward-thinking approach in embracing the evolving market today, and the intent of giving us synergized solutions for digital and offline is something that helped us come to this decision. We hope to see some great work being rolled out soon.”

    Commenting on the appointment, Amit Wadhwa, President, Dentsu Impact said, “At Dentsu Impact, we have a clear vision of becoming a truly digitally enabled agency, and that was the thinking behind setting up our social media division. It is extremely encouraging to see clients embrace our vision and see the kind of value we bring in.  Our relationship with HT Media is an old one and one that we really cherish, and we are thankful to them for placing their trust in us once again.”

    Soumitra Karnik, CCO, Dentsu Impact added, “We live in a borderless world, where consumers continuously navigate between offline and online platforms. It has thus become even more important for brand narratives to be integrated and synergized across mediums, and this demands a new way of thinking. This is something that we as an agency have embraced and brought into our creative process. It will be very exciting for us to use our strong brand knowledge on Fever FM, Radio Nasha & Radio One, to create talk worthy ideas that will work across platforms.”

  • Maruti Suzuki, Dentsu Impact launch ‘Swift Limitless Stories’ campaign to salute real-life heroes

    Maruti Suzuki, Dentsu Impact launch ‘Swift Limitless Stories’ campaign to salute real-life heroes

    MUMBAI: Maruti Suzuki India, in collaboration with Dentsu Impact, has unveiled a brand-new campaign, ‘Swift Limitless Stories’ for the 3rd generation Swift.

    After the launch of the new model last year with the campaign #BeLimitless, MSIL was looking to take Swift’s legacy of performance forward. The objective of the campaign was to help people connect; not just physically but also emotionally with the concept of being ‘Limitless’.

    Commenting on the campaign, Maruti Suzuki India executive director-marketing and sales Shashank Srivastava said, “We want to engage with our target group (TG) in a more meaningful way. The Swift Limitless Stories is a way to build a higher level of brand salience to associate with performance but in an emotional way. It is also going to be our long-term strategy. These stories celebrate individuals who keep challenging themselves to become their better version. We wish to associate Maruti Suzuki with visual dynamism and pursuit for excellence. We also have a separate campaign for sales promotion for Swift. This campaign does not push for immediate sales. It, however, is meant to build brand salience."

    Brought to life by Dentsu Impact, the creative agency from the house of Dentsu Aegis Network, the ‘Swift Limitless Stories’ campaign celebrates three individuals who have overcome immense challenges in their lives while in their pursuit of greatness – Olympic and World Champion Mary Kom, Para-athlete Bhupendra Sharma, and a corporate banker Vikas Dimri, who conquered Mt. Everest and the Ironman Race the same year.

    Speaking about the campaign, Dentsu Impact national creative director Anupama Ramaswamy said, “Swift has always celebrated performance. And the ‘Swift Limitless Stories’ campaign has been created to do exactly that, with one difference – it takes the ‘Be Limitless’ philosophy beyond just the car. It salutes the undying spirit of certain special achievers who never accept things as they are and keep pushing past all limits to achieve their dreams. These stories have been carefully selected; because we felt they strongly connect with our consumer’s ‘nothing-is-impossible’ attitude.”

    The campaign relies on storytelling and celebrating the limitless heroes without consciously integrating the car. Reason being that the vision of this campaign is to personify the philosophy of ‘Be Limitless’ by highlighting the strength, passion and relentless determination of certain out-of-the-ordinary individuals.

    Swift Limitless Stories has been created to engage specifically with audiences on social media, Maruti Suzuki’s content hub, as well as the individual social media handles of these heroes.

    Dentsu Impact senior vice president Hindol Purkayastha said, “Swift has been an iconic brand which has been loved by multiple generations. Our latest campaign focuses on the digital audience and with compelling storytelling it will truly allow us to inspire millions of followers and get newer younger audience. With performance at the core of the brand, it was time to shift the conversation to individuals from the product. Thus, the concept of #BeLimitless campaign was used as a trigger to invite more stories of individual achievements. With this, we continue to own the space of performance.”

    With the Limitless Stories campaign, MSIL is not just sharing inspiring stories, but is also creating a platform for its audience to share their own journey with the world.

    The films have been directed by Sharat Sharma of Crazy Few Films.

  • Dentsu Impact launches new campaign for Mobiistar

    Dentsu Impact launches new campaign for Mobiistar

    MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out the launch campaign for Mobiistar X1 Notch. The campaign will be rolled out pan India across multiple touch-points and with a greater digital presence. 

    The communication is set in a college and features young students who are gearing up for a selfie contest. The story is about a young guy who helps his friend shine with the help of the X1 Notch. While the Mobiistar film for C1 Shine shows our protagonist shine in the eyes of people who didn’t think much of him before, X1 Notch shows our protagonist using the phone to help his friend shine. The film tries to reach out and resonate with those who live in the small towns, making sure their dreams and aspirations are fulfilled by the X1 Notch.

    Dentsu Impact national creative director Anupama Ramaswamy said, “In an already cluttered market, we wanted the X1 Notch to stand out. Instead of focusing only on the features, we decided to show how this phone can help people not just dream big but also fulfill them. Through the X1 Notch, our protagonist empowers his friend to shine. This insight led us to find a story that will resonate with anyone who has ever struggled to fit in. We are sure people will relate to this and welcome the phone, thanks to its super affordable price and amazing features.”

    Mobiistar India chief marketing officer Aniruddha Deb adds, “This is an interesting take on our consumer’s life since it showcases how the X1 Notch is not only adding value to lives but also enabling people to realise their dreams. Our testing results revealed that the college situation was not only relatable and likable but also was understood well by our TG. Mobiistar has always stood strong as a propeller of confidence and aspirations and this new campaign adds another dimension to our vision of ‘Shine and Enjoy More’.”