ITV

Tag: Dentsu Marcom

  • Dentsu paints new campaign for Dulux

    Dentsu paints new campaign for Dulux

    MUMBAI: AkzoNobel, a paints and coatings company and the maker of Dulux paints in India, is all set to change consumer perception about the beauty of their home inside out.

    Dulux paints, the flagship brand of the company, has recently launched a new integrated campaign for its exterior product, Dulux Weathershield Max. The campaign is handled by Dentsu Marcom – Taproot India and kick started with the unveiling of a new television commercial that plays on the concept of Door se sundar, kareeb se solid. The new TVC drives home the benefits of using a paint product that not only ensures an aesthetic looking house, but also ensures durability and protection of exterior walls against harsh weather conditions.

    Commenting on the campaign, Dentsu India Group chairman Rohit Ohri said, “As communication partners, the challenge before us was to disrupt current consumer behaviour in the exterior paints category with an insightful and hard-hitting campaign. Our brand idea of ‘how close are you to your home?‘ challenges consumers to re-evaluate their current choices and ‘take a closer look’ when it comes to painting the exterior of their homes.”

    The TVCs will be aired in four different languages – Hindi, Malayalam, Tamil, and Bengali – and follow a classic twist in the tale by drawing parallels between two separate situations that compel consumers to take a closer look at their homes.

    Akzo Nobel India director (sales & marketing, decorative paints) Rajiv Rajgopal said, “Dulux is a name synonymous with colours as well as innovative products that ensure longevity and durability of the walls of your home.  Dulux Weathershield Max is our flagship product in the performance and protection space and the latest campaign Door se sundar, kareeb se solidhits hard on the need for a product that not just renews the exterior walls, but also offers performance superiority of protection against harsh weather conditions. Weathershield Max is a technologically superior product enhanced with the innovative crack-proof technology that provides long-lasting protection and complements the appearance of homes.”

    He added, “The campaign weaves in the core philosophies and innovation that is unique to our brand. Through the campaign, we have tried to resolve the most common conflict of ‘what appears good from far versus what is good when seen up close’ when it comes to the beauty and protection of walls of your home. The concept of the TVC perfectly embodies the need for a technologically superior product that gives consumers the confidence to get up, close and personal to their house.”

  • Honda’s launches TVC for new entrant Dream Neo

    Honda’s launches TVC for new entrant Dream Neo

    MUMBAI: Dentsu Marcom has rolled out a new TVC for Honda‘s Dream Neo, which went on air on 8 August. The TVC titled Apni Film Ka Superstar announces Honda‘s new offering which aims at getting a better foothold in the entry level of two-wheeler market.

    The ad film showcases a man saying, “Ye meri phillum hai aur iss phillum ka main Superstar hoon.” The TVC shows this man getting ready for his act, by donning the sun glasses and jacket which says Horn Ok Please. He then says that when he gets on his Dream Neo, the stellar features of the bike help him feel on top of the world to the extent that all the villains in his life appear like small time rowdies.

    We see a testimony of this when he rides past the kanjoos lala whose vehicle is broken and the throttle of the Dream Neo makes his hat, umbrella etc. fly away, much to the angst of the lala. Similarly we see him conquer the badnaam traffic and zaalim raaste.

    In the end we meet ‘Mrs Superstar‘, who comes down to welcome him home. As he asks her “Phillum chale?” and she replies saying, “Apni phillum itni achchi toh auron ki kyon dekhe?”

    The film ends with the tagline “Dream Neo, Bano apne phillum ka superstar”

    According to Titus Upputuru, “Dream Neo is meant for the mass segment, for men whose lives are laden with hardship. The TVC helps this man picture himself as a hero. We shot this in the interiors of Gujarat.”

    Dentsu Marcom VP planning Anand Murty said, “In our visits to markets across the country, we didn‘t just meet ‘consumers‘ but met personalities and characters. We didn‘t just hear about ‘a day in the life of‘ but heard stories, accounts and carefully crafted dreams. And these accounts, these stories were told in a voice that was assured, strong and determined to make it to the top. So we crafted this little story about a man who with his bike feels like a superstar.”

    “I am confident that the new TVC of Dream Neo will create a top of the mind recall with its out-of-the-box and local customer centric theme,” added Honda Motorcycle and Scooter India VP sales and marketing Y.S. Guleria.

  • NourishCo’s Tata Water Plus tells people to drink health

    NourishCo’s Tata Water Plus tells people to drink health

    MUMBAI: NourishCo, a 50:50 joint venture between Tata and PepsiCo, is promoting healthier lifestyle to its consumers with the launch of bottled-water Tata Water Plus in Andhra Pradesh and Tamil Nadu.

    The campaign Ab Pyaas Bhujao Health se is a TVC supported by a host of marketing initiatives enunciating the promise of Tata Water Plus. The creative agency on board for the TVC was Taproot-Dentsu Marcom and the media planning for the campaign has been done by Mindshare

    To promote the product, the brand has launched an on-ground initiative in the two cities. A special health zone has been created at Inorbit Mall in Hyderabad and City Centre in Chennai. The mall activation focuses on highlighting the need for a healthy drinking water. Other mediums of promotion used are outdoor, radio and print medium.

    NourishCo VP and head-marketing and innovation Arvind Shukla said, “Tata Water Plus is more than just drinking water. It is enhanced with the goodness of copper and zinc. We thought positioning the product as a ‘drink health‘ works better for the brand. Reiterating the thought, our campaign ‘Ab Pyaas Bhujao health Se‘ is a great proposition for consumers and educates them about the opportunity that thirst offers to enhance health. Through an exciting TVC and robust outdoor, radio, on-ground and online initiatives, we hope to engage consumers and educate them about the health benefits that Tata Water Plus offers.”

    Taproot-Dentsu Marcom executive creative director Agnello Dias said, “The creative route that we have taken for Tata Water Plus is very simple – Don‘t waste your thirst! Treat it as an opportunity to get healthy. Personification of Mr Thirst makes people think before drinking water and subtly educates them about the benefits of nutrients like copper and zinc. It is a unique concept and clearly communicates the thought of the campaign; Ab Pyaas bhujao Health se. We are positive that the consumers in Andhra Pradesh and Tamil Nadu will enjoy the campaign.”

  • Dentsu Marcom wins creative mandate for Toshiba India

    Dentsu Marcom wins creative mandate for Toshiba India

    MUMBAI: The Dentsu India Group has moved Toshiba India DS division‘s creative duties to Dentsu Marcom. The pitch process began in May and the partnership was sealed in June. The account was earlier handled by Hakuhodo Percept.

    Dentsu India Group, executive chairman, Rohit Ohri

    Talking on this development, Dentsu India Group, executive chairman, Rohit Ohri said, “Toshiba India is now gearing up for its next phase of aggressive growth in India. We‘re delighted with this opportunity to partner the company on this exciting new journey. Our integrated communication thinking will be at the centre of our communication approach. We will deploy our best capabilities to, hopefully, produce work that is an industry benchmark.”

    Dentsu is looking at a brand with a fresh pair of eyes and plans to have a strong brand communication for Toshiba in the market.

    The agency‘s Delhi branch will handle the TV and Laptop accounts. Work on both has begun with a print campaign for the brand‘s laptops called ‘Awesome Inside Out‘. Dentsu will carry out this campaign to other mediums as well.

    “Post the print campaign, we plan to spread out to outdoor, digital and print medium. Television will be considered in the second phase.” added Ohri.

    Toshiba India (DS division) country head Sanjay Warke said, “Innovation is at the core of our brand and with our brand communication, we aim to inspire our audiences. For our communication efficacy, it is important to have a partner that emulates similar brand values of unparalleled quality, high performance & reliability embedded in its DNA. Dentsu‘s understanding of this industry, their skills and the ability to translate consumer insights into unique media touch points, made us choose them as our creative partner.”

  • Dentsu Marcom has launched a new TVC for Pass Pass

    Dentsu Marcom has launched a new TVC for Pass Pass

    MUMBAI: The mouth freshener brand ‘Pass Pass‘ has launched a new television campaign, which targets people of all ages.

    The campaign showcases people from different ages coming together which also portray a family as a new friend.

    The brand creates a world that enables such moments in many different ways for all kinds of people, using different touch points in the ecosystem: social media, radio, real-world experiential engagement, and point of sale activities.

    The film opens with a young woman opening the window of a car, letting the sunshine in and taking in fresh air. Then there is a young woman walking away after having opened a door, followed by a man and a woman whose hands touch as they are passing by and the woman turns around and walks away smiling. After this, a man coming up and greets a young lady who is holding a Pass Pass family pack seated with her friends. The scene cuts to a middle-aged man picking up his woman, almost suddenly, in an open field. Then there is a bunch of young men and women holding hands on a terrace and grooving to music, as one of them passes on a sachet of Pass Pass.

    More people come together and connect as a young man teaches a much older woman how to ride a scooter, or youngsters bond over a bonfire and a guitar tune. The film ends with people from all age groups coming together and sharing moments over a dinner on a terrace lit by lamps.

    The campaign is created by Dentsu Marcom, directed by Shashank Chaturvedi (Bob), produced by Good Morning Films and the music is composed by Anand.

    The brand has used mediums like television, digital, radio and BTL activations and POP materials to promote the product.

  • Pass Pass mini gum Chingles launches five comic TVCs

    NEW DELHI: Pass Pass Chingles mini chewing gums have come up with ‘Aaj Lee Kya’ which is a series of five television commercials created by Dentsu Marcom for the Dharampal Satyapal (DS) Group.

    The campaign is a call to the audience to break the monotony of their daily rut and infuse a little laughter and light heartedness in their lives with some harmless pranks on friends, family and colleagues. The tagline also works as a reminder to use the brand almost on a daily basis. In the communication, the product can be seen as a prank enabler. The TVCs show three brothers who run riot in the mini soap operas.

    DS Group marks its foray into the Rs. 16 billion gum category with its new brand of mini gums called ‘Chingles’. Launched under its flagship brand ‘Pass Pass’, Chingles is positioned as an antidote to the seriousness that creeps into our lives as we grow up to become responsible adults.

    The campaign ‘Aaj Lee Kya’ is a call to the audience to break the monotony of their daily rut and infuse a little laughter and light heartedness in their lives with some harmless pranks on friends, family and colleagues. The tagline also works as a reminder to use the brand almost on a daily basis. In the communication the product can be seen as a prank enabler. The communication is presented in a series of TV commercials.

    The first one introduces the ‘Lee’ family. It is about a crazy household with triplet brothers, who are always busy taking each other’s case through harmless tricks and gags. Their names – UngLee, KhujLee and GoogLee, each represent an expression commonly used to refer to taking someone’s trip.

    The five TVCs are anecdotes of the three brothers playing pranks on each other. Another character that’s a part of this crazy set-up is JuLee, the neighbourhood damsel and the object of desire for all the three brothers. Apart from pulling pranks on each other, the three brothers are constantly trying to oust one another to get JuLee’s attention and to destroy the chances of the other if any.

    The commercials are fast paced to almost give a Charlie Chaplinish feel; the retro execution, unique outfits and voices and innocently hilarious plots add to the frenzy of the films and make the campaign more memorable.

    The Lee brothers return with yet another hilarious prank of theirs. This time the brothers KhujLee and GoogLee depict the proverb ‘Idle mind is a devil’s workshop’ in their classic style. The film opens on an ordinary day in the Lee household with UngLee lazing around with a book in his hands. But how could such peace last for long when there is a set of naughty siblings. There is sibling rivalry as KhujLee and GoogLee exploit to trick UngLee into leaving his quantum of solace only to fall prey to another clever prank of his brothers.

    The films are 40 seconds, 30 seconds, 20 seconds and 15 seconds long, and are being launched next week to run for six weeks.

    The account management is handled by Sunita Prakash and Dhruv Lavania with planning by Narayan Devanathan and Rabia Sooch. The National Creative Director is Titus Upputuru, Creative Director is Abhinav Karwal, Art Director is Sumit Vashisht and

    copywriters are Titus Upputuru, Anish Nath, and Kapil Rana. The TVC has been directed by Amit Sharma for Chrome Films.

  • NourishCo gives creative mandate to Taproot & Dentsu Marcom

    MUMBAI: NourishCo Beverages, the JV between Tata Global Beverages and PepsiCo India, has awarded its creative duties to two Dentsu Group companies, Taproot India and Dentsu Marcom, following a multi-agency pitch.

    NourishCo has three brands: Tata Gluco+ (a glucose based drink), Himalayan Natural Mineral Water and Tata Water Plus (nutrient Water). The two agencies will be jointly handling the creatives for all three brands.

    NourishCo Beverages chief executive officer and managing director Pratik Pota said, “NourishCo is excited to have appointed the Dentsu-Taproot combine as our creative agency. We were impressed with their understanding of the brief and strategic approach at the pitch process.”

    Dentsu India Group executive chairman Rohit Ohri said, “This is a very important win for us on many counts. First, this is a great opportunity for the Dentsu Group to partner NourishCo on their exciting new phase of growth in India. Second, it’s the first pitch where Taproot and a Dentsu group company have collaborated. This win strengthens my belief that we have a winning model at work. Third, this win strengthens our group’s relationship with PepsiCo, India.”

    “We are happy to have won the account. This will be the first time that Dentsu and Taproot will come together as a team. We have great faith that through our combined strengths in creative and planning we will be able to associate closely with the brand and explore ways to communicate the brand promise / benefit of ‘Nutrient Water’,” Taproot India’s co-founder Agnello Dias added.

    The JV between Tata Global Beverages and PepsiCo India was formed in 2010. NourishCo aims to provide meaningful hydration solutions in the non-carbonated, ready-to-drink beverages segment in India and around the world.

  • Dentsu Marcom to handle the creative duties of DS Group’s brand

    MUMBAI: Dentsu Marcom has been awarded the creative mandate by the Dharampal Satyapal Group (DS Group) for its brand development.

    DS Group manager marketing and senior manager marketing (FMCG) Manish Wadhwa confirmed the news.

    This completes the alignment of creative and media duties for various branches of the DS Group viz. confectionery, mouth fresheners and food and beverages. Dentsu also handles the creatives for the company’s mouthfreshner brand Pass Pass and its new chewing gum brand Chingles.

    McCann Erickson handles Meetha Mazaa and Rajnigandha, while Publicis Ambience takes care of Catch Mix-n-Drink while IBD India is the AoR for Catch Spices.

    While Lintas Initiative Media is the media AoR for Chingles, the media duties for various other brands for DS Group are being handled by Purnima Advertising.

    The DS Group is an approximately Rs 22 billion diversified conglomerate that has a presence in sectors such as F&B, hospitality, mouth fresheners, tobacco, packaging, agro forestry, rubber thread and infrastructure. The most recent forays of the group have been in the confectionery and dairy businesses.

  • Dentsu Marcom wins Honda bikes creative duties

    MUMBAI: Dentsu’s creative agency Dentsu Marcom has bagged the creative duties for Honda Motorcycle and Scooter India‘s CB Shine range of bikes, and the soon to be launched Dream Yuga. The win came on the back of a multi agency pitch.

    The agency will now manage all the bikes launched under the brand ‘Dream’. A surce close to the development confirmed the news to indiantelevision.com.

    Currentl,y Honda’s Dio brand is handled by Grey while the CBR brand is with Dentsu Marcom.

    Honda, which is based in Japan, operates in India through three business divisions – Honda Motorcycle & Scooter India (two-wheelers division), Honda Siel Cars India (manufacture of four-wheelers) and Honda Siel Power Products manufacture of the entire range of power products).

  • Nilesh Naik joins Perceot/H as SCD in Bangalore

    Nilesh Naik joins Perceot/H as SCD in Bangalore

    MUMBAI: Percept/H has appointed Nilesh Naik as senior creative director for its Bangalore office. He moves from Dentsu Marcom, where he was at Mumbai office serving as creative director.

    In his new role, Naik will be spearheading the creative team in Bangalore and will be focusing on developing and strategising innovative campaigns for the clients.

    Percept/H chief executive officer Prabhakar Mundkur said, “Our Bangalore office is growing from strength to strength. Getting Nilesh on the team is part of our effort to strengthen the creative product at Percept/H.”

    Naik said, “Percept/H is the right fit in terms of brands, the people, and their vision for the place. It‘s a great opportunity to create work that‘s refreshingly different yet works wonders for the brand.”

    Naik comes on board with 13 years of experience in the advertising industry and during this time has worked with agencies like Everest, Euro RSCG, Ambience and Bates. He has worked for different verticals like FMCG, finance, real estate, publications, telecom and insurance. Naik was part of the team that managed Tata AIG Life‘s launch campaign in India.