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Tag: Dentsu Webchutney

  • Dentsu Webchutney emerges as India’s most awarded agency at Cannes Lions 2019

    Dentsu Webchutney emerges as India’s most awarded agency at Cannes Lions 2019

    Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network, has taken a lion’s share in India’s awards tally at Cannes Lions 2019. With 17 shortlists, 1 Silver and 5 Bronze Lions in its kitty, the agency has scored 33 points and has become the most successful agency from India at the international festival of creativity.

    Dentsu Webchutney’s winning trinity at Cannes was led by its rib-tickling innovation campaign for Swiggy- ‘Voice of Hunger’ that ruled Instagram for an entire fortnight (1 Silver and 2 Bronzes across Direct, Social & Influencer and Mobile). It was ably backed by Flipkart’s Hagglebot: a technology breakthrough launched during 2018’s Big Billion Days (2 Bronzes in Brand Activation and Creative E-Commerce), and ‘URI: Code Name URI’, an unexpected hack to fight piracy for the film, which went on to become a runaway hit (1 bronze in PR).

    It is pertinent to mention here that all three campaigns, unlike the trend we usually see at Cannes Lions from an Indian perspective, are far from ‘Causevertising’. On the contrary, they were real, effective pieces backed by real client budgets that produced the core marketing metrics needed before having any award behind its name.

    Sidharth Rao, co-founder and chief executive, Dentsu Webchutney said, “It’s been a fantastic week to put it mildly. Advertising has been too focused on changing its sub-brands, ‘digital’, ‘mainline’, rather than expanding the scope of what’s possible with what we do. We’re front and centre with marketing teams, and we collectively define charters in the same room with their advertising agencies, both are going to be under pressure to grow their brands. Keeping advertising as one part of the marketing function and finding its most effective, creative outlet is our core takeaway as an ad agency here today.”

    Ashish Bhasin, CEO Greater South and chairman and CEO India, Dentsu Aegis Network, said, “What a remarkable performance we have had at Cannes this year! I am absolutely overjoyed with our 19 shortlists and 6 Lion wins and I congratulate Dentsu Webchutney and Dentsu Impact for this extraordinary performance. DAN is going to stay digitally ahead and be creatively led and this is only the beginning. Having built our business leadership and Digital leadership and then leading at Goafest for Abby’s and at Kyoorius, it feels great that our Digital Agency led India at Cannes Lion 2019. This is a new benchmark and perhaps also signals the beginning of the end of legacy creative agencies that are struggling to adapt to the changing environment. Dentsu Webchutney has really made me proud of their achievements particularly because their awards were won on real work, for large new age clients like Flipkart, Swiggy and Uri.” The success at Cannes Lions for Dentsu Webchutney comes barely a fortnight after their stellar performance at the recently concluded Kyoorius Creative Awards, where it had once again triumphed over India’s legacy creative agencies, and the ABBYs where it had emerged as the lead agency too.

    For the record, with 19 shortlists for Dentsu Webchutney and Dentsu Impact, Dentsu Aegis Network India has secured the top position in India tally at Cannes Lions 2019.

  • Cannes Lions 2019: Dentsu Webchutney bags 3 Lions

    Cannes Lions 2019: Dentsu Webchutney bags 3 Lions

    MUMBAI: Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network, has bagged 1 Silver and 2 Bronze Lions at Cannes Lions 2019.

    The agency won a silver for Swiggy’s ‘Voice of Hunger’ campaign in the Social and Influencer category. Meanwhile, it scored a bronze in the Direct Lions category and another bronze in the PR Lions category for its ‘Code Name: Uri' executed for the film URI: The Surgical Strike. 

    Commenting on the achievement, Dentsu Aegis Network CEO Greater South and chairman and CEO India Ashish Bhasin said, “Dentsu Aegis Network leading with 19 shortlists and now Dentsu Webchutney winning three metals today further endorses our view that 3-5 years from now, there won’t be anything like a digital agency. All agencies will have to be digital. Old world, legacy creative agencies will vanish. Am particularly happy with Dentsu Webchutney’s performance, across categories and a big congratulations to Sidharth and Team Dentsu Webchutney.”

    Dentsu Webchutney co-founder and CEO Sidharth Rao said, “It’s surreal to us at Dentsu Webchutney, but there’s much that’s gone on behind the scenes in terms of building the right set of teams across locations, striving hard to win the client roster that we have today. I believe all of that has come together now.  For now, we will continue to double down on what we’ve been doing, and look forward to even more killer solutions to bring to the table here next year. An area of incredible focus is telling our research and strategy story even better, we lead the business in terms of our thinking and our clients know this, but the ecosystem still looks at Dentsu Webchutney at a pure-play creative agency. We’re ready for brands with outlandish ambitions for what’s possible. Stay tuned.”

    With 19 shortlists across direct, outdoor, social and influencer, mobile, brand experience and activation, media and creative e-commerce, Dentsu Aegis Network has emerged on top of the India tally at Cannes Lions 2019.

  • How Swiggy witnessed a 30 per cent rise in Instagram followers in no time

    How Swiggy witnessed a 30 per cent rise in Instagram followers in no time

    MUMBAI: Interactive digital campaigns are creating a wide spectrum of opportunities for brands. This not only drives higher consumer engagement but also ensures a higher brand recall. Be it offering discounts on sharing screenshots from gifs or commenting with interesting anecdotes on promotional posts, brands have tried and tested all the tactics to leverage this new trend.  But what Swiggy  did recently can be termed as one of the most innovative and fun interactive campaigns on desi Instagram. So much so, that it caused Instagram to block the platform’s handle several times because of the flood of DMs reaching it.

    The #VoiceofHunger campaign, conceptualised by Dentsu Webchutney  for Swiggy, required Instagram users to send in voice notes replicating the shapes of select food items to win a year’s worth of discount vouchers from the food delivery platform. And of course, the only thing better than food for millennials (or anybody else for that matter) is free food. This resulted in a deluge of responses. As per Swiggy, by the time they reached challenge three, they had already seen a 30 per cent increase in their follower growth with close to 70k+ entries.

    Commenting on the idea behind the #VoiceofHunger campaign, a spokesperson from Dentsu Webchutney told Indiantelevision.com, “Instagram is a platform that Dentsu Webchutney absolutely hearts. We have been innovating with the platform features for the longest time, right from grids, to emoji sliders and IGTV. When Instagram released the voice note feature on DM, we immediately saw an opportunity for an extremely funny interaction between Swiggy and its consumers. By using gibberish sounds on voice notes as a creative device to inspire all kinds of food items, ‘Voice of Hunger was born’, reimagining the Instagram voice note feature differently than the purpose it was intended for.”

    Team Swiggy, which has earlier created several hit digital campaigns including #MyValendines for Valentine's Day and #BurpDay for its 4th anniversary, added, “The freshness and relevance of ‘Voice of Hunger’ made it an instant hit at Swiggy. For service brands, engagement is at the core of every campaign that we do and what better than a campaign that promised never-ending participation from our customers. All we had to was guide the team from an amplification and gratification perspective.”

    And the participation, indeed, seemed like a never-ending symphony of meaningless voices swarming Swiggy’s DM box.

    “The response has been simply overwhelming. With the level of user interaction required to participate in the challenge, we had anticipated close to 10000 entries for the entire campaign. However, we hit that milestone within the first 12 hours. On day 1 itself, we had to increase the manpower required to answer all the voice notes flooding our inbox,” noted the Swiggy representative.

    Dentsu Webchutney added, “At one point we were receiving over 50 DMs/minute which resulted in Instagram blocking our ID, not once, not twice but an incredible four times in 5 days of the campaign. With the volume of entries we are receiving, we’re hoping to set precedents in the voice category for participation and engagement as well.”

    On being asked if the teams sat down to create all the shapes introduced during the challenge before announcing them on social media, Dentsu Webchutney spokesperson said it spent two weeks in researching voice notes and food items that could be possibly created.

    “Having two engineer-turned-copywriters on the team definitely helped us better understand the physics of sound modulation and tailor the food items in the challenge accordingly. The objective was to increase the difficulty of the challenge with every challenge. A master list of different food items was created to be released as individual challenges, however, we ended up going ahead with the final 5 – Kebab Skewer, Nacho, Shawarma, Fish and a 21-stack pancake.”

    Concluding the discussion, Dentsu Wenchutney highlighted that in 2019, brand managers are not just looking at creating hygiene content for their social media platforms but also increasingly executing interactive campaigns as they tend to be far more entertaining and memorable for the brand in the long run. And that is where campaigns like #VoiceofHunger stand out.

    This interactive campaign surely struck an amazing chord with the brand patrons, managed to add new followers to its portfolio, and gave a ‘snack’ time to the team who sat down to listen to millions and millions of voice notes that probably did sound like hunger!

  • Platinum Evara is #RedefiningRituals this Women’s Day

    Platinum Evara is #RedefiningRituals this Women’s Day

    MUMBAI: To mark Women’s day, Platinum Evara has unveiled a new digital campaign ‘#RedefiningRituals’ to celebrate the invincible spirit of the woman who with her rare choices is altering the narrative of cultural norms and practices, making it a better world for her present and the future generations.

    The campaign is supported by a short film, conceptualised by Dentsu Webchutney, which endearingly captures the sentiment of a young bride to be, who firmly believes that a ritual like “Kanyadaan” can never dictate her relationship with her father, she cannot be given away and donated. She indeed questions the relevance of a Kanyadaan in a world where regressive rituals have no space & redefine it in the context of an equivalent role – she will always be their child first – her father’s daughter first.

    In a first of its kind initiative, Platinum Evara will host a digital wedding on its social media handles on 8 March, which promises to alter and widen the lens through which traditional rituals are seen. The wedding will highlight how these rituals can be given newer meanings suited to the more equal, progressive and modern world of today.

    Platinum Guild International director, consumer marketing Sujala Martis commented on the campaign, “Think there exists a lot of dichotomy in our society today – while on one hand, we want to say the bride to be should be brave, treated equal, respected – we unintentionally very often send missed signals – can her identity be subsumed? Can her closest relationships be dictated? Can a parental debt be paid back? Is a marriage marker meant for one gender alone? How can any weddings rituals determine any of this?  We want to celebrate the women who have made rare choices & sent out a strong signal into the world by choosing to not follow or reinterpret them.” 

    Dentsu Webchutney executive creative director Pravin Sutar said, “While brides are meticulously planning their weddings to match their personalities, they hardly ever question the rituals they’ll be a part of. There are a few who are redefining their wedding rituals. Wedding rituals, which might bring some more sensible new thinking in society. This campaign celebrates these rare women.”

    The #RedefiningRituals campaign will be extensively amplified on social media and digital mediums. The film of the campaign will be showcased on Platinum’s social media handles @platinumevara on Instagram and @PlatinumEvara on Facebook.

  • Swiggy’s whacky Instagram campaign – Voice of Hunger

    Swiggy’s whacky Instagram campaign – Voice of Hunger

    MUMBAI: Taking interactive campaigning a new level, popular food delivery app Swiggy has recently launched its new social media campaign ‘Voice of Hunger’ challenge on Instagram. The campaign has been conceptualised in collaboration with Dentsu Webchutney and used the newly launched feature of Instagram voice notes in a creative way.  

    The campaign will constitute 5 challenges in which the participants will have to recreate the shape of food items like a Kebab Skewer, a Nacho, Pancakes and many more, using the voice note feature. Whoever completes all 5 stands a chance to win a year’s worth of food vouchers from India’s largest food delivery platform, Swiggy. This is apart from daily prizes for each challenge. Day 1 of the Challenge was a Kebab Skewer, which garnered close to 10,000 entries with voice notes, and the brand’s follower count is already up by 2,000 courtesy the challenge.

    Speaking about the campaign Swiggy AVP Marketing Ashish Lingamneni said, “There are very few things for a marketer that match the thrill of a properly executed UGC campaign. We’re hoping this hits the right chords, literally. By innovating with the voice note feature on Instagram, we're excited to offer our audience a creative way of interacting with Swiggy and expressing their love for food, winning a year's worth of food vouchers in the process.”

    Dentsu Webchutney executive creative director PG Aditya managed to squeeze in a couple of words: “This is by far the wackiest use of Instagram yet. Watching adults blabbering gibberish all day on voice notes has been nothing but a blast. The first 12 hours of the challenge saw close to 10,000 entries. We like our inboxes like we like our excitement: overflowing.”

    So far, #SwiggyVoiceOfHunger has seen participation from social media influencers like Rohan Joshi, Srishti Bansal and TheFilmyKudi with several surprises planned around the challenge.

  • Dentsu Webchutney launches #EqualsInLove for platinum days of love

    Dentsu Webchutney launches #EqualsInLove for platinum days of love

    MUMBAI: To set the mood for this Valentine’s Day, Platinum Day of Love, a flagship programme of PGI India, has launched #EqualsInLove campaign, a collection of films that celebrate couples who meet each other halfway. The films are conceptualized and executed by Dentsu Webchutney, the digital agency from Dentsu Aegis Network.

    The campaign is fronted by a collection of films that beautifully & meaningfully expressed this emerging resolve between couples, to meet each other half way.  From equally splitting the rent of a new home – something typically thought of as a man’s duty – to a man deciding that he wants to be a stay-at-home-husband, these films showcase how truly rewarding & liberating it can be to have an equal partner in each other. Making the love they share rare.

    The month of February sets the mood for love, wherein couples seek ways & means to re-live and celebrate their love in a unique and memorable way. The campaign elevates this occasion for couples & asks them to celebrate their rare equal love with #EqualsInLove Platinum Love Bands. From identical motifs to complimentary designs, each pair of Platinum Love Bands is crafted to tell the story of love that’s rare & built on equality.

    Sujala Martis, Director Consumer Marketing, Platinum Guild International said, “If left to its own, the conversation around love & relationships during this time of the year can get very sugary & mushy. As a brand, we stand for a certain level of maturity & wanted to approach this conversation from a slightly higher order lens. Modern couples do not look at themselves through gender defined roles & responsibilities…equality is a very valid & important value amidst them. It’s part of what can make the love you share rare.”

    Making it sweeter, couples are also given the chance to win a romantic trip for two to one of six exotic destinations, on purchase of Platinum Love Bands.

    Pravin Sutar, Executive Creative Director, Dentsu Webchutney commented, “The topic of equality is one that’s extremely relevant in today’s environment. We wanted to add a unique perspective to it with the themes and nuances our films bring to life. Each film strikes upon a powerful way in which couples meet each other halfway to form a rare, unmatched bond.” 

    Aalap Desai, Senior Creative Director, Dentsu Webchutney added, “We wanted to not just celebrate couples who match each other as equals, but to challenge the status quo with our four films. Each film overturns traditional roles, becoming a source of aspiration for young couples who’re about to set out on their journey of love.”

    The campaign runs between 1st and 21st February.

  • Early Salary, Dentsu Webchutney launch ‘Month-End Collection’

    Early Salary, Dentsu Webchutney launch ‘Month-End Collection’

    MUMBAI: EarlySalary, an innovative lending platform, has joined hands with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to roll out 10 video films for its ‘Month-End Collection’ product range.

    EarlySalary head – marketing Sudesh Shetty says,  "With Webchutney coming on board, the clear focus for both of us was to create engaging content that our TG can associate with. A lending product that caters to millennials and Gen Z can be fun and quirky. We are really excited about this project as both – content & the tonality is something that should work well with our audience. 

    Dentsu Webchutney executive creative director Pravin Sutar commented, “All brands in the financial service category are serious. We chose to be the opposite to stand out. We conceptualised each product keeping in mind the unfulfilled wishes of the consumer during month end to build a strong relevance with them.”

    Dentsu Webchutney Aalap Desai senior creative director added, “We deliberately chose humour and sarcasm to convey the message because that’s what 25-somethings today are heavily into. We couldn’t be preachy but we needed to tell them that if they want their wishes and dreams to be fulfilled, they either need to buy the hilarious Month-End Collection products or just download the EarlySalary app. The solution was as simple as that.”

    The EarlySalary app enables people to get instant cash in minutes. It has 1,25,000 proud customers so far and has successfully disbursed more than 750 crores, making it the country’s largest consumer lending application and helping its customers tide over their month-end misery.

    The Month-End Collection is a specially crafted product range meant for people who want to live their dreams and maintain their aspirational lifestyle even if their wallets can't afford it. For instance, if they can’t enjoy biryani at the end of the month, they can simply buy EarlySalary’s Biryani Perfume to make steamed rice smell like biryani. Can't have a vacation in Goa, buy the Wanderlust Vision binoculars with changeable lenses – to enjoy a view without moving an inch or spending precious bucks. If they don’t have money to fund their drinks at a house party, the House Full Glass Full beer mug that always looks filled is there to save them from drowning in their sorrows.

  • Dentsu Webchutney, Swiggy help you save an hour every day

    Dentsu Webchutney, Swiggy help you save an hour every day

    MUMBAI: For its latest campaign, Swiggy has partnered with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to tell people how Swiggy can help them save one hour in the day, and what to do with it. In the campaign entitled #OneHourMore, Swiggy’s pup, Coco, shows us that on days when we want an extra hour and choose to leave the food to someone else, there is always Swiggy. 

    Swiggy AVP-marketing Ashish Lingamneni said, “With our hectic schedules and lifestyle, urban Indians are often left struggling to find the time to do the things we love. With the #OneHourMore campaign, we’re channelling a very common thought among all of us- what would I do if I could get a little more time on my hands? As everyday food ordering becomes increasingly common among Indians, Coco, the little pup gives us relatable options we can choose to spend our time on, leaving getting a meal on the table to Swiggy.”

    Dentsu Webchutney, Bangalore associate creative director Ninad Gawhankar said, “With the One Hour More films and microsite, we took a creative spin on the cliché of ‘a dog’s life’, to show that, if you really get down to it, there are ways to take an hour out in the day to do the things you love.”

    The campaign is anchored around two key assets. A film that shows a jumpy little pup that is making the most of his human’s one hour in the kitchen and a unique microsite where he gives you tons of fun suggestions on how to use that additional hour.

  • Mivi, Dentsu Webchutney introduce #EndTheTangle campaign on Instagram

    Mivi, Dentsu Webchutney introduce #EndTheTangle campaign on Instagram

    MUMBAI: To create awareness about its range of wireless earphones, Mivi has released a new interactive campaign on its social media page called #EndTheTangle, created by Dentsu Webchutney. It asked users to untangle a pair of tangled earphones using Instagram’s ‘Save to Collection’ feature.

    If users saved the images from the Instagram grid of a pair of tangled earphones in the right order in their saved folder, they got the chance to win 5 Mivi Conquer Wireless Earphones. Dentsu Webchutney’s innovative use of Instagram resulted in an outpour in response, with over 15000 entries in 3 days.

    Dentsu Webchutney, Bangalore client services director GD Prasad said, “The insight was dead simple – people dislike untangling earphones. The team has delivered a lot of Instagram innovations this year and we’re glad to see people participating with enthusiasm on each and everyone.”

    Mivi.in CEO and founder Viswanadh Kandula said, “We wanted to change how audio brands interacted with their audience on the internet, and at the same time, how the audience experiences our products. The current generation looks at exciting experiences around product launches. With #EndTheTangle, we managed to capture our audience with an experience that perfectly captured their everyday struggles. Since we have exciting products in the pipeline for 2019, Dentsu Webchutney has gotten us off to a flyer.”