Tag: Dentsu Impact

Dentsu Impact Digital ropes in Binodan Sarma as VP

MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has roped in Binodan Sarma as vice president, Dentsu Impact Digital. The appointment will strengthen digital and content marketing capabilities of the agency. Binodan will report to Dentsu Impact president Amit Wadhwa.

Binodan comes in with over twelve years of digital and data-driven marketing experience across a wide range of businesses in India and other geographies. His previous stints have been with Cheil Worldwide, Lumata Digital, and Wunderman International. He has been part of multiple projects involving digital transformation and building content marketing excellence for companies across verticals. In his last stint at Cheil, Binodan managed and led award-winning digital and content marketing effort for Samsung India Electronics.

Commenting on his new role, Binodan said, “Digital has evolved not just as a marketing vertical but has also become a touchstone to measure the success of the brand’s marketing efforts. Marketers have acknowledged this evolution by bringing in this transformation across their business line up. They expect the same sync from the partners and agencies they work with. Dentsu Impact has been quick to address this need by strengthening their digital teams and investing in setups for content marketing. I am looking forward to this exciting journey with Dentsu Impact and the overall network.”

Talking about Binodan’s appointment, Dentsu Impact president Amit Wadhwa said, “The entire landscape of creative agency is changing and we at Dentsu Impact realised this a couple of years back when we started investing in digital. Now is the time to take this to the next level where we are getting a senior level resource like Binodan to come in and take charge of Dentsu Impact Digital. Binodan will not only strengthen what we offer to the clients but will also help in transforming the existing talent to start thinking digital. I am extremely excited to have him on board.”

January 11, 2019
Dentsu Impact wins Carlsberg India social media mandate

MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has expanded its recently set up digital division by adding Carlsberg India’s social mandate to its folio. Dentsu Impact Digital expanded the range of services offered by the agency to its clients. The agency already handles duties for the Roca group, with its brands Parryware and Roca.

A press release from the agency read: “Dentsu Impact has been the creative partner of Carlsberg India for a few years now, and the addition of social media duties is a testament of the strong relationship between the brand and the agency.”

Carlsberg India VP–marketing Mahesh Kanchan said, “At Carlsberg, we see a huge role for new age media to drive conversations and engagement with our audience. What better partner to help us do this other than a long-time partner like Dentsu Impact, who has been helping us build the brand in India for a few years now. So, when the agency expanded its services to include digital solutions, the decision to work with them was an easy one for us. We are excited and positive that this association will help take our brand to the next level.”

Dentsu Impact president Amit Wadhwa said, “At Dentsu Impact, we believe that one needs to constantly keep evolving with the times and do whatever is required to bring the best solutions to our clients. We always felt that managing brand synergies becomes challenging when creative and digital duties rest with different partners. And thus, we wanted to offer a holistic solution so we could help brands speak the same language across all mediums.”

Speaking about the Carlsberg business, he added, “We have partnered Carlsberg India for years now and we share an excellent relation with them. Their confidence in our team’s capabilities in terms of brand understanding as well as solutions delivery is something that helped us gain this mandate. We look forward to bringing the Carlsberg wit alive across all mediums.”

January 3, 2019
Dentsu Impact Launches brand new campaign #BadeChamakRaheHo for Mobiistar C1 Shine

MUMBAI: After its recent win, Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out a brand-new campaign for Mobiistar C1 Shine. In a cluttered smartphone market where every other brand is sharply positioned on a feature or a combination of features, Mobiistar C1 Shine focuses on how a feature with a combination of looks can add value to a consumer through an interesting story. C1 Shine’s eye catching ‘Mirror shine body’ is the focus of the campaign.

The communication features young, energetic, individual from a semi-urban locale who upon using C1 shine sees his day transform into something magical. It’s a story where phone magically transforms a life of an ordinary young man by being his partner in crime. The campaign is titled ’bade chamak rahe ho’.

The campaign will be rolled out pan India with a greater presence in Offline, POS and other key touch point of purchase. In a segment that is price-value conscious this campaign aims in garnering greater awareness and furthering the brand promise of Mobiistar of ‘enjoy more’ through an interesting and insightful story telling.

Speaking on the campaign Anupama Ramaswamy, National Creative Director, Dentsu Impact said, “Our consumer is constantly hunting for acceptance and acknowledgement from people in and around his/her life. Interestingly, 'Bade Chamak Rahe Ho' is a fun colloquial sentence that perfectly bridges our consumer's insight with the product truth of mirror-like shine. The film is entertaining and not preachy. The music will surely make you take notice and smile. All this helped us weave a story that we're sure it will add shine to its viewers' lives.”

Aniruddha Deb, Chief Marketing Officer, Mobiistar India added, “In a category firmly positioned on features and price-value benefits, it is Mobiistar’s vision to provide value through the best of features at a price that is accessible to small town customers. A phone to this TG is not just a phone but a device that accentuates his personality and stature. Our campaign brings alive this idea perfectly.”

December 19, 2018
Dentsu Impact launches brand campaign for Next-Gen Maruti Suzuki Ertiga

MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out a new integrated brand campaign for the next generation Maruti Suzuki Ertiga. Positioning the Next-Gen Ertiga as a ‘Stylish New MPV’, the campaign ‘Move together in Style’ demonstrates how seamlessly the new Ertiga fits in one’s lifestyle. Maruti Suzuki Arena’s brand ambassador, Varun Dhawan, has been roped in to launch the Next Gen Ertiga 2018.

Dentsu Impact president Amit Wadhwa said, “The customer today wants style and substance bundled together. With the new Ertiga delivering style and performance, the messaging we crafted was straight and to the point. The team had great time in conceptualising and executing the language which will certainly resonate well with the TG”.

Dentsu Impact national creative director Anupama Ramaswamy said, “The Next Gen Ertiga is a great example of how a world of style, comfort, and performance brings people together. And this idea is a celebration of the same philosophy. Needless to say, this campaign saw the team truly working together in style.”

As its long-standing partner, Dentsu Impact has been involved in conceptualising and creating this integrated campaign for Next Gen Ertiga. The campaign is tailored to fit the consumer journey on offline & digital platforms through numerous assets and smarter use of celebrity for the “digitally savvy audience”. Beyond building awareness, the campaign intends to position the Next Gen Ertiga as the most stylish MPV.

December 17, 2018
Dentsu Impact, We Are Water Foundation promote #CloseOpenDefecation

MUMBAI: To mark World Toilet Day, Dentsu Impact, the creative agency from Dentsu Aegis Network, joined hands with We Are Water Foundation, CSR wing of Roca Bathroom Products Pvt Ltd and launched a social experiment ‘#CloseOpenDefecation’ at Sector 29—Gurugram, Haryana.

A makeshift public toilet was constructed, the inside of which was a site – perhaps common to 250 million people in rural India – a railway track that’s used as an open defecating area. Children and women holding placards delivered the hard facts and adverse effects of open defecation. Following the experiment several people pledged to #CloseOpenDefecation by signing up on the We Are Water foundation portal. With each sign up/pledge, the foundation contributed to the construction of more toilets.

Dentsu Impact chief creative officer Soumitra Karnik said, “As advertisers, we must create communication which can assist the society we live in, in bringing about a positive change. As communication experts we can and should create content that delivers solutions that can impact a change in our society.”

Roca India marketing head and We are Water Foundation India management trustee Mayuri Saikia said, “The problem of open defecation has always been prevalent in the country and still 250 million rural Indians continue to defecate in the open exposing them to various disease and mishaps. Through We Are Water Foundation we have been promoting healthy living, better hygiene and improved sanitation in the country and have done some truly impactful work over the years. When the idea was presented to us, we saw immense potential in it. So far, we have received a heart-warming response for the campaign as more and more are joining the cause with the foundation. As corporates and individuals, we need to realise that beyond government initiatives, we have so much power to drive the desired behavioral change towards usage of toilets and work towards the common goal to #CloseOpenDefecation.”

Prior to the social experiment, a film featuring the plight of rural India was launched on social media platforms along with teasers. This was followed up by the Social Experiment film and the option to pledge and tweet was extended to the online urban audience.

As revealed by Dentsu, ever since the movement, #CloseOpenDefecation has grabbed many eyeballs. It even trended at the no. 2 spot on Twitter for a day and has garnered 428k views so far.

December 10, 2018
Dentsu Impact launches brand campaign for Maruti Suzuki ARENA

MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out the first brand campaign for Maruti Suzuki ARENA.

Positioning Maruti Suzuki ARENA as a ‘car buying experience designed with you in mind’, the campaign has Bollywood superstar Varun Dhawan as the face.

Maruti Suzuki Channel has been the starting point of millions of new car journeys in India. It has constantly evolved to fulfil the needs and aspirations of Indian car buyers. This customer-centricity has led to the birth of the Maruti Suzuki ARENA experience, which has been designed for the young and modern India.

With warm and friendly relationship managers, value-adding technology like car customisation screens, and thoughtfully designed spaces like coffee consultation zone and owner’s lounge, Maruti Suzuki ARENA experience has been truly designed keeping the customer in mind.

Maruti Suzuki sells its vehicles through 4 sales channels, the existing Maruti Suzuki Channel, Nexa, Maruti Suzuki Commercial and Maruti Suzuki True Value. And since its launch on 31st August, 2017, all the existing Maruti Suzuki Channels are now being revamped to Maruti Suzuki ARENA.

As their longstanding partners, Dentsu Impact has been involved to create a seamless car buying experience at Maruti Suzuki ARENA by redesigning showrooms, introducing online to offline consumer journey, implementing new brand identity and creating content at various touchpoints across the showroom.

With this campaign, it intends to build awareness about the new Maruti Suzuki ARENA while showcasing the dynamic, trendy, social and connected aspects of the experience.

The campaign brings to life the experience of ARENA by leveraging Varun Dhawan. Through Varun, the campaign depicts what each element of the showroom does for the customers. Whether it is the feeling of warmth, the ability to customise, or the seamless connectivity between digital and showroom – it is an experience that starts when you think about buying a car, but stays with you for life.

The tonality of the campaign has been crafted based on the Brand Maruti Suzuki ARENA, as well as being cognisant of maintaining its distinction as a brand that caters to the new-age first-time car buyer who is a looking for a tech-enabled, friendly, trendy, and connected experience.

Dentsu Impact national creative director Anupama Ramaswamy says, “Maruti Suzuki ARENA is a change which happens once in many years. In this case, it is not about a single purchase or transaction. Maruti Suzuki ARENA has been designed keeping the customer right at the center. Making it an experience that revolves around him or her. One which goes beyond the showroom, just like a relationship which is built to be cherished lifelong. This core thought is reflected in the campaign idea ‘A destination called you. A feeling called Maruti Suzuki ARENA’. The campaign is a celebration of the ARENA experience, which is trendy, connected and social. The reason for choosing Varun Dhawan as the brand ambassador is that he is young, talented, extremely energetic and socially wired, making him the perfect fit for Maruti Suzuki ARENA.

November 5, 2018
IKEA gives ‘voice’ to products in latest campaign

MUMBAI: The IKEA store launch in Hitec City, Hyderabad, has been one of the most talked about launches in recent times. A much-anticipated event, the store launch was preceded by the brand’s first ever communication for the Indian market, created by Dentsu Impact – the creative agency from the Dentsu Aegis Network. The launch also saw some interesting on-ground activations that got people talking.

One may think that such a high impact launch would be followed by a period of quiet from the brand. But not so in the case of IKEA. The brand has now released a series of new films on TV and digital to bring to life some hero products from the brand. Quite literally! Every film has one main hero – an IKEA product itself, and well it is this hero that does all the talking. The treatment is a completely fresh one and the films are nothing like a typical product centric ad you may imagine. The films are all a part of a series and the team promises we will see something fresh in every film, with a different product playing a different character.

IKEA India country marketing manager Ulf Smedberg says, “We at IKEA saw the need early on to find an emotional connection with consumers and their future relationship with our range. In order to de-dramatise and make parts of our range more attractive, inspiring yet even human, we created our new communication campaign which we internally call “Talking products”. In this series of short films, we let some iconic products speak and express their personality, in a fun and engaging way. The reaction so far been very positive, with people finding them to be surprising yet distinctively IKEA.”

Dentsu Impact senior vice president Megha Jain Sadhwani adds, “The reason why IKEA is the world’s most loved Swedish home furnishing brand is its products, they are the heroes that make this brand what it is. The intent behind this series of films is to introduce these heroes to the Indian audience in a typical IKEA style – simple and playful, and what better way to do this than to let the products do the talking themselves, literally!”

Dentsu Impact Bangalore creative head Amish Sabharwal spoke about the creative concept behind these films and said, “IKEA is known for great creative formats across the globe. This is our India attempt to add to that stellar reservoir. The products of IKEA are so intuitive, practical and magical that they deserve to be stars of every commercial, who needs celebrities?! That’s what we did. Each object has their own character, their own quirk, their own voice and they are unlike any other object you get in the market. The idea is to get audience to enjoy the storytelling and the magic of each product.”

The films have been released on TV in Hyderabad and are available on the IKEA Facebook page and Youtube.

October 22, 2018
Dentsu Impact celebrates launch of ‘Dumdaar’ Super Carry

MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has created a new campaign to celebrate the pan India launch of Super Carry, the commercial vehicle (LCV) from the house of Maruti Suzuki.

The ‘Dumdaar’ Campaign for Maruti Suzuki’s commercial vehicle, Super Carry has been beautifully ideated and executed. The campaign highlights the dumdaar features of the powerful mini truck that depicts easy handling and stability of the deck across different geographical terrains, excellent mileage, comfortable drivability of the vehicle throughout long commutes and the reliability of the vehicle with the trust of Maruti Suzuki.

In 2016, Maruti Suzuki ventured into the commercial vehicle segment with the pilot launch of Super Carry in 3 cities. Riding on the company’s trust, quality after-sales and mass-market appeal, it managed to establish a strong foothold in the light commercial vehicle (LCV) space in 2017-18, selling more than 10,000 units. Its smooth car-like handling, roomy interiors, superior overall comfort and advanced safety features make the Super Carry the perfect Dumdaar saathi.

Maruti Suzuki senior director RS Kalsi said, “With Super Carry, we target to fulfill the business needs of our customers. Super Carry is a robust load carrying vehicle that is made for carrying large loads yet offers high fuel efficiency. Moreover, our strong service network brings a huge assurance to the customers.”

He added, “Maruti Suzuki has changed the way India drives; similarly, Super Carry brings in a revolution in the LCV segment. To reach out to more customers, we have opened 235 outlets which are selling this vehicle in more than 190 cities. Super Carry today has crossed 20,000 sales with the 10,000 numbers coming just in last six months.”

Dentsu Impact president Amit Wadhwa mentioned, “Maruti Suzuki is a leader when it comes to passenger cars. So, when a company like Maruti Suzuki decides to launch a commercial vehicle, it has to be special in terms of the product and its communication. Super Carry being the reliable mini truck, deserves a communication that connects with its audience. This campaign according to me, does just that.”

Dentsu Impact national creative director Anupama Ramaswamy said, “The audience for a commercial vehicle is very different from that of a passenger car. Therefore, it was important to look at ways in which we could connect with the prospective buyer both functionally, as well as emotionally.”

The campaign has been rolled out in 11 languages and on multiple mediums ranging from TVC, print and radio which has been able to generate high resonance with customers belonging to different geographies.

October 4, 2018
Sumit Negi joins Dentsu Impact as ECD

MUMBAI: Dentsu Impact, the creative agency of Dentsu Aegis Network, has further strengthened their creative function with the appointment of Sumit Negi as an executive creative director. In his new role, he will operate out of the Gurgaon office and will report into Anupama Ramaswamy, the national creative director.

Sumit’s key responsibility would be to take care of the creative output for Maruti Suzuki. Negi brings with him more than 18 years of experience which includes brands like Mortein (India and International), Microsoft, Telenor, Del Monte India, MAAZA, Samsung Mobile Phones, Grey Goose Vodka, Whirlpool, NIIT, MOTOROLA, Hutch, Hyundai and LG.

Commenting on the new role, Negi said, “Dentsu Impact is where things are on a roll. It’s great to be a part of an organisation which exudes positive energy. Cars have always fascinated me, and having to mainly work on a brand which has been a leader for decades, and is transforming itself, is an exciting challenge. Nurturing creativity to reach business milestones, is what I will be aiming at Dentsu Impact. Being a team player, I look forward to helping in raising the bar and adding to the spirited environment in this place which Soumitra and Amit have kept alive. With Anupama at the helm of things, it is going to be a drive on top gear.”

Ramaswamy said “Sumit is a rare blend of calmness and energy. He understands the automobile category and knows the pace of the account. He is talented, passionate, and at the same time mature. I believe he will help us in this journey of growing Dentsu Impact to new heights.

Commenting on the same Dentsu Impact chief creative office Soumitra Karnik added, “Sumit’s maturity, calm demeanour and the manner in which he leads his team is what sets him apart. His passion and knowledge on cars gives Dentsu Impact an added edge. We are very happy to have him and wish him a fabulous future.”

Previously, he has worked in various agencies such as HAVAS, Leo Burnett, Contract, Ogilvy, DDB Mudra and Grey.

August 10, 2018
IKEA launches first campaign in India

MUMBAI: We all know by now that Swedish brand IKEA is all set to foray into the Indian market. The launch of the brand has been a much awaited one. Not just has the opening of the first store in Hyderabad been an eagerly awaited event, there has also been immense curiosity around the brand communication, with IKEA being known for its great campaigns the world over.

The wait is over now, as the brand released its launch communication recently. Dentsu Impact, the creative agency from Dentsu Aegis Network, that was in news for being chosen by IKEA as partners for India, in August 2016, is behind the first ever India communication campaign.

In the words of IKEA India country marketing manager Ulf Smedberg, “We are so excited to launch our IKEA brand in India. We think that together with our creative partner, Dentsu Impact, we have created a strong communication that will be liked and hopefully loved by everyone in India. It’s about how IKEA helps people in embracing change for a brighter tomorrow by providing affordable solutions for your home, no matter of your living situation or size of your wallet. For us it is important that all we do should be relevant yet aspirational and connects India and IKEA in a fun, distinct yet very unique way.”

Speaking on the campaign, Dentsu Impact President Amit Wadhwa said, “The IKEA launch is not like any other launch. It is a brand loved all over the world, not just for its outstanding home furnishing solutions but also for some great communication. Working with the IKEA team to create the first ever communication for India was a truly enriching and amazing experience for us. We are very happy with where we have reached in this journey, and as we go along, you will see many different elements coming together to create a robust and integrated campaign.”

The ad captures playful moments between family members and shows just how amazing our lives at home can be. Each situation brings to life a new perspective to everyday life at home and how IKEA’s home furnishing solutions help make each day brighter and happier. The TVC is warm, playful and something that every Indian family can relate to.

Dentsu Impact Bangalore creative head Amish Sabharwal adds, “You only get to launch IKEA once in India and as a campaign this is going to be a truly integrated piece of work out of Dentsu Impact. There is a very exciting digital first content series planned which is going to be a first of many novel initiatives on the brand. Also a lot of Hyderabad-centric activations, on grounds and the works.”

The brand’s communication is live on TV and OOH, and is expected to release a set of digital films, amongst other things, soon as well. The IKEA store is slated to open on 9 August in Hyderabad.

July 16, 2018