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Tag: Dentsu Webchutney

  • After Cannes, Dentsu Webchutney sweeps Spikes Asia 2019

    After Cannes, Dentsu Webchutney sweeps Spikes Asia 2019

    MUMBAI : Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network (DAN), has once again emerged as the most awarded Indian agency, this time at Spikes Asia 2019. The agency has bagged a total of 20 metals – seven Bronze, seven Silver, five Gold and yes, a Grand Prix!

    And it is only in June this year when Dentsu Webchutney decided to claw into its maiden yet lion’s share in India’s awards tally at Cannes Lions with 17 shortlists, 1 Silver and 5 Bronze Lions. It also emerged with the Black Elephant and the highest tally of Elephants overall at the Kyoorius 2019, the same month. Not to forget, with 40 metals in its kitty, the agency was named the ‘Digital, PR and Direct Specialist of the Year’ at the Goafest Abbys, 2019 edition.

    Ashish Bhasin, CEO APAC and Chairman India – Dentsu Aegis Network says, “Goafest, Cannes, Kyoorius and now Spikes! Dentsu Webchutney has surfaced as leaders across all. What an incredible performance this has been and thus, a culmination of our focus on creative. I feel absolutely fantastic. Dentsu Webchutney’s wins this year only stand to be a testimony to its outstanding brilliance. This is a new benchmark and also signals the beginning of the end of legacy creative agencies that are struggling to adapt to the changing environment.”

    Sidharth Rao, co-founder and CEO, Dentsu Webchutney said, “I am absolutely elated. Our bold bets have finally paid off and I feel fantastic. 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."

  • Sony Pictures, Dentsu Webchutney bring alive Angry Birds’ islands

    Sony Pictures, Dentsu Webchutney bring alive Angry Birds’ islands

    MUMBAI: Sony Pictures Entertainment India has joined hands with Dentsu Webchutney to turn the virtual islands from the movie ‘Angry Birds 2’ into real ones on the most used location app in the world, Google Maps.

    In an effort to label these islands Bird, Piggy and Eagle, the agency found a set of 3 islands adjacent to each other in the same geographic formation as the islands in the movie. With over 500,000 islands estimated to be present in the oceans of the world, it took thorough research to ultimately find the perfect match. By hacking a powerful yet unexplored feature of Google maps of customizing a location by adding pictures and text-based information to a location pin, the team created a one-of-its-kind and first ever experience for the audience. A story was hidden in each of these places about the inhabitants of each island. It revealed itself in the form of highly engaging comic strip as the viewer clicked on the location along with secret coupon codes which changed daily. These codes would lead the audience to free tickets. There was also a Souvenir Store on each island that had its own opening and closing hours, from where the audience could collect free movie merchandise. 

    So, while people have played the game and watched the movie before, this time they got to live the story just like the characters in the movie.

    Sony Pictures Entertainment India director & head of marketing Shony Panjikaran said, "The challenge with Angry Birds 2 was that the game did not have the same recall as when the first instalment of the film had released. We had to find interesting ways of connecting with our target group. And the best way was to reconnect with the original gamers through such unique promotions.”

    Dentsu Webchutney executive creative director Pravin Sutar said, “In today’s world, we need to find new, different and better ways of engaging the audience with the story to market a movie. The focal point of the movie is Birds and Pigs coming together to fend off attacks from the Eagles who want to take over their island. So, we thought what if we could bring this story alive on digital and create a real experience for our users. After some research we found 3 such identical islands that were unlabeled and we turned them into Angry Birds islands.”

    Angry Birds 2 is an adventure animation comedy released in English, Hindi, Tamil and Telugu on 23 August.

  • Dentsu Webchutney launches ‘The Ad Fellows’ – a program to groom next-gen ad talent

    Dentsu Webchutney launches ‘The Ad Fellows’ – a program to groom next-gen ad talent

    MUMBAI: Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network, is changing its equation with internships in the industry. Starting today, it’s accepting submissions for The Ad Fellows, designed for ambitious entrants in the creative business.

    To build a pipeline for the future of advertising, it’s going beyond the traditional offers to officially launch a one-of-a-kind fellowship. Age and experience no bar. Anyone above the age of 18 is open to applying for an exhaustive 2-month program, with a chance to work on live projects at the Bangalore office. One can apply now or browse the syllabus at theadfellows.com. Suited for anyone from students to freelancers and current employees, every application needs to be accompanied by a 2-minute video about the applicant by September 21 on the site. A rigorous selection procedure will determine the first set of Fellows to be a part of the program.

    To back its belief that the very nature of marketing services is changing, the agency has developed its own syllabus, necessary to keep talent future-ready. Intensive techniques have been honed by its award-winning talent, and the pedagogy will span the 2-month interdisciplinary program. Selected fellows invited from any and all backgrounds will follow a syllabus that spans all functions on the agency floor.

    The Ad Fellows EVP and executive sponsor Gautam Reghunath said, “The industry is waking up to the economic reality of grooming its best and brightest from multiple dimensions. It’s about learning on the job with copious responsibility that belies your age. With inclination to work in advertising dampening, Dentsu Webchutney’s track record of adapting to change is a distinguishing reason for our success with our people. Creativity and communications over the next decade is not going to be shaped just by those who went to ad school or those strait-jacketed under traditional advertising job descriptions. Our best applicants have little-to-no inclination to advertising, but they love problem solving. That’s who we are excited to welcome.”

    ECD PG Aditiya, creative group head Binaifer Dulani associate director – strategy Ishtaarth Dalmia are the Fellowship mentors for the program. They have issued the following statement for prospective applicants, “The Ad Fellows is unlike any internship or fellowship program you’ve considered. With a chance to learn on the job with an award-winning team you have a shot at making outsized impact with us. Make a claim against the idea that advertising is deadweight by imbibing key craft skills that you can take to the next level, no matter where you are or where you want to go. This is our north star for every prospective Fellow; we can create a new standard together.”

    Following up from Pause The Resume, where the agency sought applicants’ browser history instead of a resume, The Ad Fellows is the first such democratic program to hone your craft through advertising. Batch 01 commences on October 14, 2019, and is run out of its Bengaluru office with plans to expand across other branches and the Dentsu Aegis Network.

  • DAN Programmatic launches creative insights engine ‘DAN Vision for Creative’

    DAN Programmatic launches creative insights engine ‘DAN Vision for Creative’

    MUMBAI: DAN Programmatic, empowered by The Data Sciences Division of the Dentsu Aegis Network in India along with AMNET, the network’s programmatic arm has announced the launch of “DAN Vision for Creative”, a machine learning and neuroscience based engine that delivers path breaking insights into the predicted performance of a creative even before the creative has actually run.

    “DAN Vision for Creative”, through its sophisticated technology, endeavours to accurately present a visual heat map of effective elements of a creative and forecast the likelihood of its performance based on algorithms that have been trained over the performance of thousands of creatives and analysing millions of elements.

    Commenting on the launch, Dentsu Webchutney CEO and co-founder Sidharth Rao says, “One of the biggest game changers in modern marketing is the use of data to better the decision making capabilities of professionals to yield better outcomes. Creativity without data is a shot in the dark. Even when a creative professional claims to follow his gut, he or she is in reality analysing data generated through experiences for a particular outcome.  Having co-founded an agency that deploys new age solutions to solve common problems, ‘DAN Vision for Creative’ is just the right weapon to solve the age old creative problem of “Why are certain creatives performing better than the others?.” It is creating for us a unique differentiator by providing a justification or even starting points for our creative approach to deliver brand success.

    Using a battery of neuroscience research-based models that integrates psychometric and eye-tracking approaches with media effectiveness, ‘DAN Vision for Creative’ creates a platform for data and creativity to work together. 

    “Today, creative testing is about determining which creative is performing better for which audiences. This involves testing 100s of creatives. The by-product of this is, lots of budgets invested into creative production, time spent to create them, marketing budget spent towards testing them and the time involved to get a confident decision. All of this deters most marketers from doing comprehensive creative testing. To top it all, even after this, all we get is which creative is performing better, and no clue on which element is influencing it to perform better or worse. By combining advanced AI techniques such as RNNs (recurrent neural networks), Computer Vision and NLP (Neuro-Linguistic Programming), we are now able to provide predictive intelligence for the creative even before it goes live. This shortens the creative testing cycle and saves on time and money for our clients. Additionally, DAN Vision for Creative provides clues to the “Why” of the creative; making the future creative cycle even more sharper and focussed,” adds DAN Programmatic  CEO  &  Dentsu Aegis Network chief data officer (South Asia) Gautam Mehra.

    ‘DAN Vision for Creative’ will be merged with the Programmatic Predictive Technology, DAN Vision, launched earlier this year, and is available for global use.

  • Dentsu Webchutney and Lava Mobiles pay tribute to martyrs with ‘The Homecoming Project’

    Dentsu Webchutney and Lava Mobiles pay tribute to martyrs with ‘The Homecoming Project’

    MUMBAI: Lava Mobiles and Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network, have launched an initiative to bring our heroes back home. Aptly called ‘The Homecoming Project’, the initiative reimagines India Gate and places the name of all 74, 187 martyrs on it. This is achieved through an AR app that comes in-built with limited edition Lava Mobiles.

    India Gate is one of the most iconic structures in India, but not many would know that India Gate was built by the British to commemorate Indian soldiers who laid down their lives during the First World War. India Gate carries names of 13,000 Indian soldiers and pays a tribute to their selfless valour. However, it is worth mentioning that the actual number of Indian martyrs during World War 1 stands at 74,187.

    The British commemorated the contribution of every single Indian soldier. However, most of these memorials are located outside India, in countries like Iran, France, Germany to name a few. These memorials carry names of our brave heroes who never returned home. Till today.

    This unique initiative lets people see the names of all 74, 187 soldiers martyred during WW1 on India Gate through a specially designed Augmented Reality App. The Homecoming Project app uses AR. It gets activated only in the vicinity of India Gate. When people point their phone camera towards India Gate, the app shows them the name of all 74,187 martyrs versus 13,000 names that one can see through the naked eye.

    Commenting on the innovation, Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney said,, “Technology is enabling us to reimagine the world we live in. Today, there are no limitations. This idea is not just a triumph of technology, but also a win for each Indian. We are welcoming and honouring our heroes and making an iconic monument even more iconic. India Gate holds a special place in our hearts. And with this drive, we are making it even more special. Lava takes a lot of pride in being Indian and this campaign strengthens their positioning as a brand that is proudly Indian.”

    Vishal Sagar, Creative Director, Dentsu Webchutney said, “This is a project that has a lot of emotional and historic value for us. The fact that we could create something to remind the future generations of our glorious past gives me immense joy. It is more than a campaign idea for us. It is history in the making.”

    The Homecoming Project app also allows people to search for names and points them to the accurate placement of the names on India Gate. The Homecoming Project brings our heroes home. Finally.

  • Its time tonight to break the digital code with 13 industry stalwarts at the Advertising Club’s India Digital Review – “D-CODE” presented by MX Player

    Its time tonight to break the digital code with 13 industry stalwarts at the Advertising Club’s India Digital Review – “D-CODE” presented by MX Player

    7th August 2019: After the phenomenal success of the first edition addressing the drivers of the tectonically shifting brand ecosystem, The Advertising Club is all set for the 2nd edition of D-CODE presented by MX Player and powered by Tik Tok Ads to be held tonight in Mumbai.  

    The last edition saw the best minds in digital, media and marketing come together to share insights and learning from the evolving digital ecosystems. The upcoming edition to be held on 7th August, 2019, 6.30 pm onwards @ Taj Lands End, Mumbai will continue to drive idea exchange with 13 Industry game changers showcasing best in class digital campaigns by their own brands and celebrating other inspiring digital campaigns, all in just 10 -minutes each. Each speaker showcase will include:

    One best work of theirs
    One best work by another brand
    3 tips to crack the digital code

    The first round of stalwarts confirmed to speak at D-CODE include
    Bajaj Auto: Sumeet Narang, Vice-President, Marketing
    Bytedance (Tik Tok): Sachin Sharma, Director, Sales & Partnerships
    Corner Stone Sport and Entertainment: Jogesh Lulla, COO
    Dentsu Webchutney: Sidharth Rao, CEO & Co-Founder
    Facebook: Nirmal Pulickal, Head – Facebook Creative Shop
    Google: Vikas Agnihotri, Country Director
    JSW Sports Pvt Ltd: Mustafa Ghouse, Chief Operating Officer
    MX Player: Karan Bedi, CEO
    McCann Worldgroup: Partha Sinha, Vice Chairman and Managing Director
    Nestle: Rashi Goel, VP- Consumer Communication Media, CRM & NHW
    Spotify: Amarjit Singh Batra, Managing Director
    Swiggy: Srivats TS, VP Marketing
    Kenny Sabastian:  Standup Comedian, Musician & Filmmaker

    D-CODE, the Digital Review 2019 will reflect on the work presented by brands across digital platforms from April 2018-June 2019. The Review is slated to be tonight on 7th August, 2019, 6.30pm onwards @ Taj Lands’ End, Mumbai

  • Dentsu Webchutney brings back ‘90s nostalgia with Logitech’s Friendship Day campaign

    Dentsu Webchutney brings back ‘90s nostalgia with Logitech’s Friendship Day campaign

    MUMBAI: Inspired by the ‘90s era, Dentsu Webchutney, the creatively led digital agency from Dentsu Aegis Network, has launched the ‘Logitech Buddy Board’- a keyboard innovation that lets two to five friends play a game together on just one single keyboard. The campaign went live on Friendship Day with a unique microsite www.logitechbuddyboard.com.

    The game is a throwback to the iconic ‘90s with the classic 8-bit art style and multiplayer arcade gaming. Players have to team up and control their individual avatars in the game while trying to score as high as possible. A leaderboard tracks the rankings with prizes being given to the top teams.

    From an initiative started by the ‘greeting cards’ industry to a monumental event that is celebrated by brands and people from all over the world, Friendship Day has evolved into something that’s much more than just tying brightly coloured wristbands. However, the concept of friendship itself has changed over the years due to the rise of social media, smartphone addiction and phubbing (snubbing someone in favour of a mobile phone). Heartfelt bonding and intimacy have turned into friend requests – a far cry from the way people bonded over trump cards, board games and arcade gaming back in the ‘90s.

    Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney says, “Hectic work schedules and social media have changed the way we perceive friendship. Things were very different back in the ‘90s. We took this nostalgic hook and decided to hack into the keyboard interface so that at a time five players can play independently with their avatars. With this fun game, we hope to evoke the spirit of friendship the way it was in the ‘90s.”

    Abbas Zaidi, Creative Director, Dentsu Webchutney explains, “The ‘90s for many of us were making friends over furious button mashing on Nintendo and Sega systems. So, this Friendship Day we decided to tap into nostalgia and make old friends revisit that era. Through Buddy Board we made it possible for multiple friends to come together (literally, on the same keyboard) to play an 8-bit game like the old times and score some sweet loot too.”

  • KOHLER unveils India-inspired digital-first colours campaign with Twinkle Khanna

    KOHLER unveils India-inspired digital-first colours campaign with Twinkle Khanna

    MUMBAI: KOHLER, the global lifestyle brand, introduces a new range of colours that encapsulate the vibrancy and grandeur of India’s diversity. As part of its campaign, ‘Colours by KOHLER: The India Palette’, the brand marked its foray with a digital-first, three-part film starring its brand ambassador, Twinkle Khanna. This is yet another creative offering from KOHLER which is driven by its philosophy of innovation and excellence to make bathrooms the centrepiece of the home and re-inventing the dynamics of one’s home décor space.

    The campaign brings alive an enchanting story behind the three colours namely, peacock, truffle, and thunder grey. The version of Peacock is rendered as a shade of teal, evoking an ethnic feel to give a vibrant look of the Indian iconic bird. Truffle is an ode to the Thar desert, while thunder grey is a celebration of the Indian monsoon. The films establish the same mood by creating a dreamy world, where colours put up a magical show while transforming the mundane white vessel into something inspirational.

    Conceptualised by Dentsu Webchutney, the three films are shot by the ace director Anupam Mishra, the three-part digital campaign showcases the new collection with shades and strokes that are globally trending yet trace their roots to the quintessential culture of India. The digital-first campaign has been kicked off with a targeted 360-degree robust plan, followed by impact digital properties like CPM YouTube Masthead, Hotstar Masthead, and roadblocks in relevant digital media channels. In addition, the campaign will be promoted across OOH and magazines. The overall estimated reach of the digital campaign is 30 million and will garner more than 10 million+ views.

    KOHLER K&B India, Middle East, and Sub Saharan Africa president Salil Sadanandan said, “KOHLER’s India Palette of colours enables our customers to express themselves with colours that are rooted in Indian sensibilities yet uniquely global. Our endeavour is to make the bathroom the centerpiece of the home, and the India palette of Colours by KOHLER is all about re-inventing the bath space. The digital first campaign featuring Twinkle Khanna is a unique attempt at showcasing the magical inspiration behind each colour. With this new meticulously researched range of colours for India, our customers can personalise their bath space to reflect their own unique style.”

  • Hercules Cycles, Dentsu Webchutney launch action-packed TVC #MadeForMore

    Hercules Cycles, Dentsu Webchutney launch action-packed TVC #MadeForMore

    MUMBAI: Hercules, one of India’s most iconic bicycle brands, has teamed up with Dentsu Webchutney to unveil a brand new nail-biting television spot #MadeForMore.

    This legacy brand from the house of TI Cycles, has always appealed to the social construct of the Indian male teenager – adrenaline-fuelled, rough-and-tumble, in high need for bravado. However, it was time to reassess what the Indian teenager of 2019 stood for. A qualitative study conducted by the agency portrayed today’s teenager as someone who is empathetic, who feels the need to build a better society and form deeper relationships. From this emerged its new positioning #MadeForMore.

    Commenting on the film, Dentsu Webchutney associate vice president GD Prasad said, “Re-positioning a brand that caters to the Gen Z audience can be rather tricky. Our team spent weeks conducting their research and testing multiple versions of the script to see which would work best for the India of tomorrow. In the end, we believe we’ve created a film that doesn’t just appeal to them visually but also captures their pulse and personality.”

    Conceptualised and produced by Dentsu Webchutney, the creatively-led digital agency from Dentsu Aegis Network, in association with CATNIP Productions, the film captures how the rugged & fierce Hercules bicycle enables the protagonist to do more and push his boundaries.

    TI Cycles head – design and marketing Sushant Jena said, “2019 is a very exciting year for us. As market leaders, our objective is to keep surprising our consumers with the next big thing. We’ve put in a lot of effort into creating our most aggressive range of Hercules bicycles yet, and we needed a bold commercial that does our cycles justice. For us at TI Cycles, #MadeForMore isn’t just a brand proposition, we treat it more as a brand truth that enables us to stay ahead of the game.”

  • Kotak Securities partners with DAN Data Sciences & Dentsu Webchutney to reinvent Customer Acquisition

    Kotak Securities partners with DAN Data Sciences & Dentsu Webchutney to reinvent Customer Acquisition

    MUMBAI: Dentsu Aegis Network’s (DAN) Data Sciences division has collaborated with Dentsu Webchutney to reinvent ‘Customer Acquisition’ for Kotak Securities. The teams have developed MarTech solutions to reach out to potential consumers with DAN Sync. For the record, DAN Sync is a proprietary custom solution built to link CRM with online marketing endeavours.  

    The consumer journey is no longer linear. While a lot of the journey is completed offline, the online signals are not strong enough. Meanwhile, acquisition of a new prospect has become increasingly expensive, especially in the cluttered BFSI space.

    “The better one is able to harness the intelligence of data mines, the better the end numbers look,” believes Kotak Securities EVP and head marketing, products and customer service Jaimit Doshi,

    Dentsu Webchutney director media Nishant Malsisaria identifies the problem. He says, “For Kotak Securities’ Trading account offerings, performance campaigns ran on multiple channels online. However, optimization was possible only for first level leads since a large part of the final conversion is done through offline call centers. The resultant marketing strategy assumed focus on high acquisition rates with lesser control over quality leads, since reverse transfer of marketing intelligence was not happening then.”

    With Facebook being one of the key platforms of the acquisition strategy, the task at hand for Dentsu Webchutney was to narrow the acquisition funnel by reaching out to the closest prospects for conversion.

    Explaining the strategy, chief data officer (South Asia), Dentsu Aegis Network and CEO DAN programmatic Gautam Mehra says, “The problem with the traditional form of digital advertising is that intelligence built offline is not passed back to inform online strategies. Using a custom built product such as DAN Sync that was created to transfer offline learnings for online optimizations, we deployed the globally renowned DAN Data Labs Product Suite – that uses best in class machine learning algorithms – over the hashed data from the client’s CRM to deliver a new benchmark for the industry.”

    “Although expected, the results were astounding enough for augmenting the client’s confidence. The tool performed magnificently well, improving the lead to account open ratio by 500%,” adds Mehra.