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Tag: Dentsu Webchutney

  • Facebook celebrates the possibilities of connections with ‘More Together’

    Facebook celebrates the possibilities of connections with ‘More Together’

    NEW DELHI: Facebook has launched a new phase of its consumer marketing campaign in India – ‘More Together’. This phase marks the first anniversary of Facebook’s consumer marketing journey in the country, a key strategic focus area for the company, and continues to celebrate the power of connections and communities, and how people can do more together than alone.

    Facebook India director- marketing Avinash Pant said, “Facebook is deeply entrenched in the cultural fabric of India. The ability to connect and share with the world can lead to endless possibilities, and we feel humbled with the stories where our family of apps have provided this value to the people. Our consumer marketing journey over the past year has been focused on showcasing these diverse stories with the underlying belief that people can do more together than alone, and we continue to rally behind it.”

    The 360-degree campaign has been conceptualised and executed by Taproot Dentsu and Dentsu Webchutney and will go live in multiple languages across TV, digital, print, radio and OOH.  

    Taproot Dentsu Executive Creative Director Pallavi Chakravarti explained, “People want to be more, experience more, inspire more, help more, relax more, shine more – it’s in our DNA, this need to do more for ourselves and indeed for the world we live in. Facebook is a means to that end – a place where people come together resulting in delightful, sometimes entirely unexpected outcomes. This campaign will capture many such stories and trace the trajectories of people like you and me, who shared something with the world and got so much more back in return.”

    As part of the campaign, Facebook will leverage the power of its platform extensively to bring these inspirational stories to life and has partnered with Dentsu Webchutney to craft the creative strategy and communication across digital and social media including a digital campaign #FBPePoocho highlighting how people can get support and solutions by reaching out to their connections on Facebook. 

    Dentsu Webchutney vice president GD Prasad said, “On Facebook, everyone is just a conversation or comment away from unlocking the potential of achieving more together. With #FBpePoocho, we are celebrating the power of community. Our aim is to encourage people to activate their network, and in the process, help themselves and others grow. We've done this through interesting, everyday stories of people who've come together through the platform to realise impactful, incredible outcomes.”

  • What 2020 taught me about the advertising business

    What 2020 taught me about the advertising business

    MUMBAI: Indiantelevision.com is happy to bring you the year ender 2020 series Throwback 2020– a wrap  up of major developments in the media, entertainment, advertising and marketing sectors during one of the most challenging 12 months mankind has faced in a century. We are also bringing you perspectives from executives – their POVs – of the year just gone by. Here’s one from Dentsu Webchutney CEO Gautam Reghunath, wherein he talks what the annus horribilis has taught him and his team at the agency. Read on to learn more from him. 

    Your Core Team Will Make or Break You.

    Great teams aremade through endless iterations of roles cultures, processes, structures and tackling problems when they emerge. They are more than a bunch of well performing people put together. The only way to build these teams is through endless optimisations of how this team works together. I’ve never been more thankful to have had this core in place. Investing in culture and setting up a great core team has always been a priority at Webchutney but the last 12 months have just solidified how it is especially important during a rough year. 

    Agency creativity is now a rare product. We’re doubling down on it. 

    The truth is that over the past decade, creativity as a service has taken a back seat at most big agencies. In our industry right now distribution, productivity and  efficiency are what’s valued, but the side effects are that they are all becoming commoditised. There’s little differentiation between agencies. As for Webchutney, it is only smart for us to maintain our focus of differentiation to creativity, a truly scarce resource whose value is always on the rise.

    Remote-talent might just have saved advertising.

    Clever, creative people don’t just live in big cities. Social media platforms have thrived on it but advertising will have to learn to embrace creativity from across the country for its own sake. But not before a serious change to what’s required. Remote work requires new infrastructure and management styles that we aren’t used to or taught. The hardest challenge with remote is trying to change the fundamental nature of agency floors: we're social creatures, we communicate synchronously, we ideate together, often loud. Self-discipline is hard. In advertising, it’s even harder. Companies which figure it all out have a massive talent arbitrage opportunity.

    Resourcefulness and initiativestood out more than ever this year.

    Resourcefulness is a competitive advantage. Too many organizations hire when they should be optimizing the people they’ve already got. Efficient people want to work in an efficient environment. The people who have stood out for me this year are the ones who’ve shown excitement about the opportunities for us this year, an ability to contribute the right way and those who’ve displayed apotential to learn and adapt. Initiative is contagious.

    Client relationships – stop taking them for granted.

    Over a period of time, agencies typicallystart takingclient relationships for granted. But the reality is that every day, they’re choosing to be your client or not. No year has this played out more than 2020. Somewhere a client relationship starts resembling a subscription you renew every year. Digital agencies who’ve grown up on project work might deal with this better. We’ve fought so hard for a seat at the table over the years that because we were always pitching, we developed a skill of communicating who we are and what we’re bringing that some of the older agencies forgot to do consistently. 

    Make a Plan, But Don’t Plan on Sticking to It.

    Dwight D. Eisenhower once said, “Plans are nothing; planning is everything.” The key decisions this year challenged my willingness to evolve more than my aptitude or intelligence. 2020 taught me that you can make progress by planning but it’s more by deviating that the chances of success increase. It’s also proven to us in advertising that that we have so much more to learn as an industry on how to reinvent ourselves. Nobody ever regrets making fast and decisive adjustments to changing circumstances.
     

  • Dentsu Aegis Network names Nishi Kant as new president for mcgarrybowen India

    Dentsu Aegis Network names Nishi Kant as new president for mcgarrybowen India

    NEW DELHI:  mcgarrybowen India, the creative agency from the house of Dentsu Aegis Network (DAN), has named Nishi Kant as its new President. Prior to this, Kant was EVP and ranch head, Dentsu Webchutney, Delhi and Mumbai. In his new role, Kant will spearhead the agency across its three offices in Delhi, Mumbai and Bangalore. He will continue to report into Sidharth Rao, chairman, mcgarrybowen India & Dentsu Webchutney.

     Sidharth Rao said, “In my 15 years of work experience with Nishi, I have seen him grow into a business leader par excellence from a mighty creative resource. He has successfully led Dentsu Webchutney’s offices in Delhi and Mumbai. mcgarrybowen holds a great legacy globally and I welcome him to instill his values and lead the team, nationally. I firmly believe his insights will enhance the company’s brand value and empower potential growth.”

    Nishi Kant added, “I am honoured and energised by the opportunity to assume the leadership of mcgarrybowen India in the midst of these challenging times. I have deep respect for all the work that has taken place to transform mcgarrybowen as a global creative powerhouse. I am looking forward to working with our talented team and group leaders over the coming years to create a truly integrated agency. Together, we will capture the next wave of growth for mcgarrybowen India by remaining laser-focused on serving our clients, crafting efficient creative work, and providing the best career experiences to our people.”

  • Max Fashion makes societal judgement their enemy in the second edition of ‘Behen Kuch Bhi Pehen’

    Max Fashion makes societal judgement their enemy in the second edition of ‘Behen Kuch Bhi Pehen’

    India: Max Fashion, a leading family fashion brand from the Landmark Group aimed to empower women last year with their powerful campaign ‘Behen Kuch Bhi Pehen’ This year, on International Women’s Day, the brand is yet again ready to question stereotypes and start the conversation around fashion and freedom with ‘Behen Kuch Bhi Pehen: Kya Pehna Hai!’

    Last year, Max Fashion urged women to let go of their self-doubt and be themselves. This year the brand is all ready to question the assumed role of moral police that society loves embracing when it comes to women’s fashion choices. This Women’s Day, Max Fashion released another version of their earlier campaign and their nemesis is the question mark. 

    Talking of the cultural context, whenever women make stand-out fashion choices they are objected to various questions, the most famous being, “Kya pehna hai?” Max wanted to change this judgment-fueled interrogation into a more positive space of compliments. This was achieved by a simple play on the punctuation, replacing the question mark with an exclamation mark: ‘Kya Pehna hai!’. The objective was to encourage the audience to set the question mark straight and let women wear what they want.

    Max’s brand mission is to democratize fashion. Women being the brand’s core TG contribute more than 60% to the business, hence the focus on strategic brand communication and establishing Max as a brand with a point of view. 

    The music video has come alive with the powerful voice of Neha Bhasin. The campaign features the likes of Sherry Shroff, Vidya Malwade, and Nilu Thapa – women with strong voices on the internet. The campaign has been conceptualized by Dentsu Webchutney, Bangalore.

    Jiten Mahendra, Vice President- Marketing at Max Fashion says, “The campaign aims to create a positive environment, where women can explore fashion in their own way. We have made an attempt to replace the judgment and hate with appreciation and encouragement. The campaign puts the long-running fashion diplomacy to rest by encouraging women to reclaim their power of choice.”

    PG Aditya, Executive Creative Director says, “Dentsu Webchutney has always believed that brands can start conversations to change the larger social narrative. Max has always been a fashion brand that provides its customers with various choices and empowers them to make them too. With this extension of ‘Behen Kuch Bhi Pehen’, Max has put society’s attitude under the scanner and raised some pressing questions.”

    The campaign is running heavily on Digital, print, radio and outdoors.

  • This Women’s Day, MTV launches Baar Bra Dekho campaign

    This Women’s Day, MTV launches Baar Bra Dekho campaign

    MUMBAI: It’s 2020 – a new decade and a new beginning towards creating an equitable society, devoid of any indiscrimination. As United Nations celebrates Women’s Day with this year’s theme of ‘Each for Equal’, which upholds that an equal world is an enabled one, it is unfortunate that women are still judged and constantly made to feel awkward for something as frivolous and insignificant as a ‘peeking bra strap’. This Women’s Day, MTV takes strap shaming head on with its unique initiative – Baar Bra Dekho. Co-conceptualised in association with Dentsu Webchutney, MTV Baar Bra Dekho aims to normalise conversations around bra straps and slam the judgemental eye rolls on a woman’s peeking strap.

    Speaking on the initiative,  Viacom18 Youth, Music, and English Entertainment marketing head Navin Shenoy said, “Women are leaping ahead in every field. But instead of talking about their laurels, they are still being judged and questioned about what they wear. Criticising their peeking bra straps in 2020 is shameful and not even worth a consideration. Taking this issue head on, we are proud to present MTV Baar Bra Dekho, a thought provoking initiative that distinctively questions the regressive stereotypes women are subjected to. It's imperative to change the narrative. Starting this Women’s Day, we urge the youth of this country to celebrate the spirit of freedom and womanhood, the MTV way.”

    The tongue-in-cheek initiative gives a shout-out to women to be themselves in bold bra straps that ask creepy on-lookers to stay away and mind their own business. The ever-gorgeous and feisty Radhika Madan held the baton high to lead this initiative and give out an important message on Women’s Day that is intended to smash stereotypes. Through its fun yet hard-hitting promo, MTV strongly advocates the idea of women being unafraid of subjugations and wearing their opinions on their sleeves… straps!

    Actor Radhika Madan said, “It is 2020 and women are being hailed in every aspect of life. But it’s disappointing to know that the same society which celebrates them, also judges them for something as normal as their bra strap showing. Gone are the days of shaming women for what they wear. One must respect individuals and let us feel comfortable in our own skin. White, black, pink or blue, peek-a-boo is not taboo. And that’s what Baar Bra Dekho aims to achieve. I am really excited to be a part of this initiative by MTV and redefine freedom for women, this Women’s Day.”

    MTV Baar Bra Dekho kickstarted with a series of engaging content on social media and grabbed the attention of the viewers, asking them to talk it out and share their stories of strap shaming. It also went out into the crowd to understand the perception of uncles, aunties and youngsters alike on peeking bra straps. Post that, #BrasofBharat piqued the viewers’ interest that highlighted the perspective of a bra being publicly shamed almost every day. These eye-catching communication pieces and different reactions threw light on how the disparaging onlookers in the society create a hullabaloo around the non-issue and blow it out of proportion. Within a day of its launch, an overwhelming response poured in on social media, garnering a reach of 40 milliom, with #MTVBaarBraDekho trending on twitter.

    Culminating the initiative, MTV organised an ‘eye-popping’ event, on 3 March at Khar Social, Mumbai where the most popular funny ladies- Sejal Bhat and Prashasti Singh tickled the funny bones of the roaring crowd and talked about the perception around bras and onlookers, with a perfect tinge of humour and sarcasm.  

    A customised range of limited edition bra straps started intriguing conversations amongst the youth. With some hard-hitting and comic comebacks on the straps like “Karle Judge”, “This is Neon of your Business”, “Ghoorna Mana Hai” etc., the bold and sassy range received a huge shout-out in no time from celebrity influencers and fans alike.

  • Platinum Evara’s campaign for new collection inspired by nature

    Platinum Evara’s campaign for new collection inspired by nature

    MUMBAI: Beyond her choice of couture, and wedding planning, the bride of today has come a long way in defining and knowing what she expects from her marriage. Armed with an education, a career and the empowering independence it brings, her choices and decisions are her own. She values traditions, rituals & set practices but has the ability to question and not blindly follow them. She seeks an equal partnership from her spouse-to-be and expects supportive in-laws – a true extension of her own family & support system.

    Earlier this year, Platinum Guild International (PGI) – India  in its campaign “MyFirstEvara” celebrated this new-age bride’s “rare firsts” – her new beginnings as she moves into a new phase of her life, tuning herself to a new atmosphere, fostering newer relationships, embarking on a fresh journey and adapting to multiple roles.  Her “rare” first moments & interactions charged with emotional meaning, occupy a special place in her heart. They form the founding blocks of her life’s new journey & are hence embedded in her memory forever. This season Platinum Evara celebrates another chapter in that course. The bride of today looks at her ‘first moments’ in her own way – being true to herself, her values & beliefs. She faces many societal challenges & expectations but she confidently negotiates them while expressing what truly matters to her. Without dismissing existing norms or rebelling without a cause – she stands assertive, optimistic & yet carries people along.

    One instance of a bride’s journey has been captured in a beautiful new film bringing alive this season’s #MyFirstEvara. The film opens with a scene where a mother-in-law is checking out a new house. This is the house that the daughter in law wants to move into to start her own journey. It captures the emotions that come along with a decision that has clearly not been easy on her – but one that she believes in & must follow. She stands up to her decision & is delightfully surprised when her mother-in-law reassures her that it is indeed the right one to make. The mother in law in fact backs her by telling her that “young couples need their space”. She helps her tide over her apprehensions comforting her & saying physical distance can never come in the way of a real connection! This special moment between them is marked with something rare – a piece of Platinum Evara.

    It marks the launch of a new collection from Platinum Evara inspired by Nature – a true tribute to the bride of today. Like the forms in nature, dynamically evolve, renew, transform and yet coexist with other life forms – leaving their mark, so does the bride of today. She breaks away from typical stereotypes and blossoms in her life after her wedding. This design theme hence mirrors her life stage.

    Speaking on the campaign, PGI director, consumer marketing Sujala Martis said, “The bride of today is no longer hesitant, nervous & full of self-doubt. She values her roots but always seeks newer possibilities of progressive change. She faces societally imposed norms yet, confidently negotiates them while expressing what truly matters to her. Our new collection inspired by nature is a tribute to her and this very outlook of hers”.

    “Modern women don't go by the stereotypes of a daughter-in-law and her relationship with her in-laws. It's a change that's the need of the hour and these brides of today aren't afraid to change societal norms. This campaign pays tribute to the women who have the rare qualities to go against the stream with nature-inspired platinum jewellery, marking these major milestones in her newlywed life,” said Dentsu Webchutney ECD Aalap Desai.

    The endearing new integrated digital and marketing campaign is currently live to promote the all-new range of Platinum Evara jewellery. The campaign is a 360-degree program led by a digital film and supported by a robust communication plan that includes Print, Digital, OOH and PR across markets to ensure high reach and frequency. The content across these mediums are focused to drive awareness and visibility for the new collection.

  • Sony Pictures India, Dentsu Webchutney launch interactive game on YouTube

    Sony Pictures India, Dentsu Webchutney launch interactive game on YouTube

    MUMBAI: Touted to be one of the largest video streaming platforms of today, YouTube is undoubtedly the world’s largest repository of videos. In fact, the average number of mobile views via this platform alone is more than 1000 million; and yet, never ever has this platform been used beyond visual content to interact with its users. Thus, to engage with this ever-abundant content-loving population that sits on this platform, Sony Pictures Entertainment, in partnership with Dentsu Webchutney, has created the first-ever gaming video for YouTube.

    Inspired from Sony Pictures Entertainment’s latest release, Zombieland: Double Tap, the gaming video features zombies and guns. Taking cue from the movie tagline – Double Tap, the game asks users to double tap on their screens to shoot the zombies with different weapons. For instance, a single double tap could lead the user to kill the zombies with a pistol, a shot gun and/or a machine gun. Double tapping on the video at different indicated times will also enable the user to reach interesting milestones within the gaming story. For the record, Zombieland: Double Tap is a post-apocalyptic horror zombie comedy film. It is about Tallahassee, Columbus, Wichita and Little Rock who square off against the undead. 

    The video has already received more than 1,000 views in the first hour of its upload. More than hundreds have already shared screenshots of their entries via direct messages.

    Sony Pictures Entertainment India Director & Head – Marketing Shony Panjikaran said, “Zombieland is one of the few unique films which has a cult following since years. This is despite the fact that the subject and its treatment is a bit niche for the Indian market. We recognized that a huge chunk of the target audiences are gamers. Therefore, to engage them with a thematic game was our unique proposition. After analyzing what platforms would be the best to use based on numbers and also creatively befitting, we thought YouTube would be the most ideal platform for this. Also, the YouTube feature of double tap to forward was a perfect tool for us to display the tag line of our film. Hence, the team came up with a game around the feature. It is the first of its kind, simple and ingenious and is particularly apt to market a film such as this to our young TG. We have gamified the experience and have added levels to the 'double tap' to shoot and complete the user journey with a CTA to book tickets.”

    Dentsu Webchutney Executive Creative Director Pravin Sutar said, “Social media numbers for YouTube say that it’s one of the most popular platforms and happens to entertain millions of people daily. With so much content being watched without having any interaction from the user’s end was an opportunity waiting for us to be explored. We changed the notion of just watching a video on YouTube by introducing an interactive element to the video wherein one could kill zombies by double tapping the video. Such small gaming hacks on a video platform results in disruption of sorts, which in turn creates a lot of engagement for the user.”

  • BIG FM, Dentsu Webchutney’s ‘BIG Mahalaya’ Campaign gets Social Media talking this Durga Puja

    BIG FM, Dentsu Webchutney’s ‘BIG Mahalaya’ Campaign gets Social Media talking this Durga Puja

    MUMBAI: For 87 years, Bengalis all over India have been tuning into Mahisasur Mardini – a radio program in the voice of the legend, Birendra Krishna Bhadra. And with this, for 87 years, Bengalis have been waking up to Birendra Krishna Bhadra’s Mahalaya – a chant that summons the beginning of Durga Puja and is sung in praise of the Goddess.

    This tradition has continued for decades and many artists have attempted to create a new rendition of this classic. Yet, it was only during this Durga Puja that people, for the first time in decades, experienced and listened to the ever-mandatory Mahalaya like never before – a Mahalaya that was not only different in style but also different in ‘Dhun’ (tune).

    Directed and recited by Swagatalakshmi Dasgupta, many influential artists such as Srabani Sen, Rupankar Bagchi, Manomay Bhattacharya, Rishi-Tirtha and Sidhu Ray came on board to contribute their voice for the BIG Mahalaya. This new Mahalaya was aired on Big FM at 4 AM on September 28. The program resonated with the devotees as it ushered a wave of transformed devotion for the Goddess through the voice of a powerful united energy.

    The campaign, conceptualized by Dentsu Webchutney in collaboration with BIG FM, was an attempt to gift Kolkata a new version of their beloved Mahalaya with the intent to encourage inclusiveness. The idea wasn’t to strike a comparison with the masterpiece but to create a rendition which would allow Big FM to put forward an approach with equal opportunities for men and women alike. Consequently, the aim was not to change an 87-year-old tradition but to start a new one.

    The campaign garnered a lot of positive response right from its pre-launch phase. While people did not know what was going to happen exactly on the day of the Mahalaya, the thought of something new got them interested. People took it in the right stride and motivated the brand via their comments and congratulations in the comments section.

    Social media, especially Twitter, was abuzz with conversations about the new Mahalaya narration on September 28 with a lot of famous names talking about the initiative. The video on Facebook too received massive views and reached 500,000 people in a matter of 12 hours of the on-air narration of the BIG Mahalaya, reinforcing the fact that people liked the new ‘Dhun’. Around 10 lakh listeners tuned in to Big FM from Kolkata to listen to the new Mahalaya and it was aired in 19 cities, across India.

    Aalap Desai, Executive Creative Director, Dentsu Webchutney said, “For 87 years, Bengalis all over the world have been following the iconic Mahalaya program created by the Birendra Krishna Bhadra, which narrates the story and praises the goddess Durga. This year, keeping in line with BIG FM's positioning, we thought of creating a modern-day rendition of this iconic piece but with a powerful message. #BIGMahalaya's concept revolves around adapting progressive thoughts and inclusion, resulting in a new outlook of equal opportunities. The idea was simple and needed a lot of people to come together to make it happen and today we are proud of what we have achieved.”

    Speaking about the association, Sunil Kumaran, Country Head – Product, Marketing & THWINK BIG, BIG FM said, “Over the years, women have refrained from being a part of many traditions due to pre-set mandates. But with changing times, one can see how our thoughts are progressing and becoming more and more inclusive. Backed by our aim to create thought changing content which breaks stereotypes, BIG Mahalaya is our attempt to pack the message of inclusiveness and create a modern-day version of this age-old tradition. The original piece is iconic and cannot be replaced, but our 40 min rendition is an attempt at progressing towards a more inclusive and equal approach. We are extremely proud of this initiative which will create an impact in the society.”

  • Dentsu Webchutney is Spikes Asia India Agency of the Year 2019

    Dentsu Webchutney is Spikes Asia India Agency of the Year 2019

    MUMBAI: The Spikes Asia Festival of Creativity has announced Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network (DAN), as the ‘Country Agency of the Year’ for 2019. The news comes soon after Dentsu Webchutney bagged 7 Bronze, 7 Silver, 5 Gold and a Grand Prix at the Spikes Asia Awards, APAC’s leading creative festival and award show, in September this year. The agency won the Grand Prix Spikes Award for ‘Hagglebot’ and ‘Flipkart Internet’.

    For the record, Country Agency of the Year is a special award that is calculated on a points system. It is given to the Agency from an individual country that obtains the most points for ‘winning and shortlisted entries’ in the Spikes Asia Awards.

    Ashish Bhasin, CEO APAC and Chairman India, Dentsu Aegis Network said: “What an incredibly proud moment this is! The script is changing – not only for DAN but for the entire Advertising ecosystem. And here, Dentsu Webchutney is steadily rising as leaders across all. What an absolute honour it is to be named the Spikes Asia India Agency of the Year, thus, highlighting our focus on creative. Dentsu Webchutney’s wins this year only stand to be a testimony to its outstanding brilliance. This is a new benchmark and signals the beginning of the end of legacy creative agencies that are struggling to adapt to the changing environment.”

    Dentsu Webchutney’s co-founder & CEO Sidharth Rao and co-founder and CCO Sudesh Samaria, commented in a joint statement: “To be named the Country Agency of the Year for India at Spikes Asia 2019 is an enormous victory for us. The year has been extremely generous to Dentsu Webchutney and we feel fantastic. Our bold bets have finally paid off. We have said this before, awards or not, digital will force traditional advertising to be transformed into a more capable service provider. We’ve been watching from the sidelines all this while and in a way, it’s our time. I’m just glad that it happened to be Dentsu Webchutney showing the way. It’s a milestone that one digital agency had to cross – it would’ve happened anyway, but I’m happy to see how Dentsu Webchutney has catalysed it. You’ll see more and more of this going forward.”

    Joe Pullos, Festival Director, Spikes Asia said: “The Spikes Asia Awards are the definitive benchmark for creativity in APAC. Winning an Award at the Festival is a huge achievement, but to take the Country Agency of the Year title, is recognition of an agency’s creative excellence at a country-wide level. I would like to send a huge congratulations to Dentsu Webchutney for this highly commendable win.”

  • Dentsu Webchutney launches Logitech Pebble through one-of-a-kind Rube Goldberg machine

    Dentsu Webchutney launches Logitech Pebble through one-of-a-kind Rube Goldberg machine

    MUMBAI: Logitech has joined hands with Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network, to launch the new Logitech Pebble mouse.

    The agency has conceptualised the Pebble InstaVibe Test, an on-ground activation where consumers can win a free Logitech Pebble mouse through a Rube Goldberg machine that analySes their Instagram profiles to check if their “vibe” matches the stylish mouse. Named as the “world’s first auto-reversible dynamic Rube Goldberg machine”, the installation is a personification of Instagram with every stage representing a unique aspect of the popular social media platform.

    The Logitech Pebble M350 is positioned as a smart and stylish workspace accessory that caters to millennial professionals with a penchant towards utility as well as aesthetics. This philosophy is reflected in Pebble’s modern design, making it a deserving instagrammable peripheral for the discerning audience that considers ergonomic aesthetics integral to shaping identities, not just in profession but also on social media.

    Conventional Rube Goldberg machines have irreversible cause and effect results i.e. they can’t be reset; but the Pebble InstaVibe Test begs to differ. A simple QR code scan lets the user log into their Instagram, which subsequently gets fed into the machine. Once the profile is loaded, the machine breaks down the profile into its various parameters that are native to the platform. From the number of likes and followers to the hashtags and filters – every part of the user’s profile is thoroughly evaluated with a unique result generated in every stage of the machine. This analysis (through the chain of events) eventually leads to a final result that determines your Instagram’s vibe. If it’s stylish and modern like the Pebble, the mouse is unlocked for the user to take.

    Commenting on the launch, Gurbaksh Singh, chief creative technologist, Dentsu Webchutney said, “A Rube Goldberg machine is one of the best examples of art and technology coming together. Something that the audience and the product both can relate to. Every stage in the installation is a visual representation of a unique part of your Instagram profile. We scanned through the user’s interests like fashion, travel, music and more to get a cohesive quotient. We hope that the InstaVibe Test really brings consumers closer to the Pebble’s product promise”

    Sumera Dewan, Associate Vice President, Dentsu Webchutney added, “Catching the attention of consumers in today’s time and age is more than just making advertisements. With the InstaVibe Test, we made Logitech stand out by giving a larger-than-life treatment to an Instagram profile analysis. Packaged in a contraption that might just be the world’s first auto-reversible dynamic Rube Goldberg machine, we created a unique interaction with the brand that adds a whole new meaning to owning one’s workspace.”