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Tag: Dentsu Webchutney

  • Airtel India’s adds new twist to ‘save’ its fans

    Airtel India’s adds new twist to ‘save’ its fans

    MUMBAI : Airtel India and digital agency Dentsu Webchutney gave avid Instagrammers a makeover after they converted them into detectives with the launch of the telecom operator’s #T20VillainHunt. The villain, in the context of this unique campaign, is anyone and anything that hampers a consumer’s viewing experience.

    The #T20VillainHunt was released on Instagram as a two-part series. Users were encouraged to find hidden clues within a given story to reveal the T20 Villain. The users had to make an innovative use of Instagram’s ‘Save to Collection’ feature to do this. If they cracked the clues and saved the images in the right order, it revealed the face of the villain in their profile’s ‘Saved’ folder.

    Dentsu Webchutney  executive creative director P.G. Aditya said, “We are always looking for the next novel hack on social and Instagram never disappoints us. We’ve got a fair amount of experience when it comes to Instagram hunts but this is for the first time that we deployed the use of the ‘Save to Collection’ feature to create, what I believe is our toughest hunt yet,”  

    Dentsu Webchutney senior creative director Ashwin Palkar says, “While all the grids had to come together seamlessly to set the plot of the story on Airtel’s profile, the selection of the correct grids after cracking the clues, had to form the villain’s face and reveal their identity in a user’s ‘Saved’ folder. Hiding something in plain sight was definitely our biggest challenge”

    And while solving the clues was a meticulous process, it didn’t discourage Airtel’s detectives from hunting down the villains. Within 3 days, over 250 fans correctly cracked the code to what was another truly innovative use of Instagram.

    Users can head to the Airtel India’s Instagram page to access and give the #T20VillainHunt their best shot.

  • RPG Group’s new campaign speaks about happiness within & outside the organisation

    RPG Group’s new campaign speaks about happiness within & outside the organisation

    MUMBAI: RPG Group, one of India’s fastest growing conglomerates, has partnered with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to launch a campaign featuring four films with its brand tagline ‘Hello Happiness’.

    The Harsh Goenka-led RPG Group has not only made happiness intrinsic to its vision but has also adopted it as the brand tagline and embarked on a journey to promote, share stories, nurture and encourage a culture of happiness, both within and outside the group.

    This new campaign executed by Dentsu Webchutney Mumbai took its cue from the group’s vision statement that harbours a bright square smiley, alongside values such as ‘Unleash Talent’, ‘Touch Lives’ and ‘Outperform’. Spread across six weeks, the campaign, driven largely via short films, illustrates how the group has brought happiness into the lives of diverse stakeholders.

    RPG Enterprises DGM of corporate brand and communications Manjira Sharma says, “At RPG, we believe that if we are able to bring any change into the lives of people, we have done justice to the group’s existence. And this change is only evident through people’s smiles; that is the bar we have set to measure our success. This is the reason we had to own the position of happiness.”

    “Happiness isn’t a thing, it is a place. And to reach this place, we need to lighten ourselves of the baggage that we all carry in our hearts. RPG is an ebullient place, where we encourage our employees to shed this baggage, be themselves, and contribute to the group’s vision. And we are boastfully gleeful about this,” adds Manjira.

    Dentsu Webchutney EVP and branch head Nishi Kant mentions, “Real happiness is very tangible and each RPG film brings this home for the viewer whether that be a child jumping around at an unexpected happiness, the tears streaming down a mother’s cheek at her daughter’s achievement, the boundless joy experienced by a grandfather in his grandchild’s company or the cheerful confidence of a happy employee. The term Hello Happiness means the active expression of Happiness and that is what the RPG Group stands for.”

    To portray these stories of happiness, the campaign referred to examples from within the RPG Group companies – KEC International and Seniority.in, its CSR Initiative Pehlay Akshar and its employee friendly policies.

    The Hello Happiness campaign marks the beginning of the group’s ‘Happiness’ legacy, with many additions and variations to come.

  • Dads are uploading pictures with kids on LinkedIn

    Dads are uploading pictures with kids on LinkedIn

    MUMBAI: If you’ve got any father as a connection on LinkedIn, you may have noticed that they might have changed their display picture in the last few days from the typical LinkedIn corporate mugshot to adorable pictures of them with their kids. 

    It’s no coincidence. Hundreds of fathers across the world’s largest professional platform are doing the same. Reason? To show their professional circles that their life goes way beyond their profession. We’re talking about high-level professionals across some of India’s biggest companies in telecommunication, OEMs, online fashion retail, automobiles, technology, news and media, food delivery, financial services – to name just a few.

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    The notion that a successful professional man is usually not as devoted a family man, has become a belief of the past. Today’s young dads manage to toggle between work and dad-mode with ease and have even branded themselves: as #PenguinDads-as an ode to the male emperor penguin, which is considered the most devoted father in the animal kingdom. And our own #PenguinDads on LinkedIn haven’t missed out on the opportunity to let their connections know that their most important job is the one at home, with their little ones. A refreshing, much-needed point to be made, indeed!

    Dentsu Webchutney Bangalore senior creative director PG Aditya says, “Often, being successful at your profession is the biggest defence mechanism used by men to bail out of being involved and available at home. We wanted to show that it’s entirely possible for both sides to co-exist, through stories of those who do it already.”

    The initiative, in fact, was started by Flipkart, as a follow-up to its ‘Penguin Dad’ campaign, whose heartwarming lead film has become a major internet sensation. Now, its changing the face of LinkedIn India.

  • Dentsu Webchutney becomes digital, mobile specialist at Goafest 2018

    Dentsu Webchutney becomes digital, mobile specialist at Goafest 2018

    MUMBAI: With 23 metals in its kitty, Dentsu Webchutney, the digital agency from Dentsu Aegis Network (DAN), was named the ‘Digital and Mobile Specialist of the Year’ at the Abby Awards at Goafest 2018. 

    Isobar, meanwhile, brought home three awards while WATConsult won one. With wins across an entire gamut of categories—from direct and PR to digital and mobile —DAN India showed itself to be a force to be reckoned with.

    Overall, DAN India won a significant tally of metals as a group at the Abbys at the Goafest this year. With four gold, 10 silver and 13 bronze, DAN has brought home 27 metals, demonstrating its prowess that surely matches up to the group’s business growth momentum.

    DAN South Asia chairman and CEO Ashish Bhasin says, “Goafest 2018 was bigger and better in all aspects. The whole scale and quality presentation-whether that be the stage, the screen, the ambience of the event underwent a sea change and was one notch higher. This year, the quality of the entries was better too and it is overwhelming to witness such a massive win for our digital agencies on such a grand industry platform. My special congratulations to Sidharth Rao and the entire Dentsu Webchutney team for making us so proud.”

    Agency

    Gold

    Silver

    Bronze

    Total

    Dentsu Webchutney

    4

    9

    10

    23

    Isobar

    		  

    1

    2

    3

    WATConsult

    		    

    1

    1

     

  • Dentsu Webchutney urges us to rethink the way we look at grades

    Dentsu Webchutney urges us to rethink the way we look at grades

    MUMBAI: Dentsu Webchutney, the digital arm of Dentsu Aegis Network, and KAEdu- an educational consultancy company, have collaborated to introduce the progressive report card: a triumphant redesign of the linear school report card, that calls for a paradigm shift in the perception of school level education in India today.

    The agency’s strategic think tanks used human-centered design thinking to first identify the inherent biases in the structure of the report card as we know it – reflecting a societal preference and pre-occupation with ‘mainstream subjects’ like languages, mathematics and science-based subjects – that have traditionally been considered true markers of a child’s intelligence, employability, and life-long success.

    Dentsu Webchutney’s research teams found that as our knowledge about childhood development has expanded, the need of the hour is to prepare today’s scholar base for an emerging world in which they will hold a host of jobs that don’t even exist as yet. Research has further indicated that success in these areas will require a preparedness that goes much beyond traditional academic preparation, to that which hinges on a healthy emotional, psychological and social development of the child. More and more educational institutions are seeing the need and merit for a curriculum which supports all rounded development with every subject stream becoming equally important. The creative development of the progressive report card stems from this fundamental insight.

    Introducing the concept, Dentsu Webchutney senior creative director PG Aditya mentions, “Design, for all its disruptive qualities, has not been applied to schools beyond the inclusion of interactive boards. We’ve gone one step further to apply it to the heart of the most important success parameter of a student: the report card. No parent, teacher, or school administrator is going to see a report card the same way again.”

    In partnership with KA EduAssociates, the progressive report card shares a rich design story. The circular design of the report card nudges parents to distribute their attention equally to all subjects. The circle symbolises unity and equality and draws from a well-established theory of perception.

    Dentsu Webchutney creative director of design Ashwin Palkar says, “We’re fortunate to work in an industry where diversity and creativity is valued. Our goal is to reach education boards to drive mass adoption. We want to reduce any friction that exists between bright, independent futures of children and dogmatic beliefs around academics of their parents.”

    The team has also released a website- www.theprogressivereportcard.com, through which interested parents and schools can sign up to be part of the initiative. The idea also has an ‘open-source’ side to it: schools that wish to customise the progressive report to their curriculum will receive an instructional design kit which helps them achieve the same.

    So far, the progressive report card has been piloted across schools in eight states and aims to replace the traditional report card in at least one school in every Indian state, during the academic year 2018-19.

  • Flipkart launches digital campaign on new-age #PenguinDad

    Flipkart launches digital campaign on new-age #PenguinDad

    MUMBAI: According to a report from Psychology Today ‘Fathers and Their Impact on Children’s Well-Being’, children who have an involved father right from their birth are more likely to be emotionally secure, confident about exploring their surroundings, and, as they grow older, better social connections.

    Indian society, since centuries, has had stringent gender roles when it comes to parenting – keeping the mother as the nurturer, the caretaker and the time-spender while the father has been the provider and the bread-winner. While patriarchs may simply state the ‘time is money’ adage to develop the rhetoric of “since I make the money, why do I need to give the time?”, this isn’t how a child sees it. What’s also unfortunate is that generations of fathers have subliminally considered it unnecessary, and themselves incapable, of having an involved, intimate everyday relationship with their children.

    It has been proven beyond doubt that an everyday, involved relationship between the father and the child goes a long way in everything – from character building and social connections to emotional resilience for the child. Millions of young, new-born Indian fathers today are making this come alive by supporting their spouses and making that ‘idealistic’ parenting equation a reality. Through this, they are discovering a side to themselves that they never knew existed and ushering a change in the Indian social fabric.

    For such a relationship to flourish, these dads choose to do it all for their children – right from braiding their hair and changing their diapers to singing them lullabies and finding a work-life balance to spend more time with them, every day. And it’s this cause of Progressive Dads that Flipkart has chosen to celebrate in its latest 360-degree brand campaign: #PenguinDad.

    Flipkart vice president of marketing Shoumyan Biswas says, “Indians today are breaking old moulds, challenging stereotypes and breaking limiting beliefs to move forward as a nation. In the last 10 years, we at Flipkart have also been part of the movement to build a progressive India. In this journey, walking alongside progressive moms are today’s dads and our recent campaign is a celebration of these new age #PenguinDads.”

    The male emperor penguin, interestingly, is considered one of the ‘best dads’ in the animal kingdom. The penguin child, actually is one of the few species on earth, that is raised equally by both mother and father, who take turns going into the sea to catch fish so that one is always with the child. Flipkart’s campaign takes a leaf out of the habits to recognise fathers in their own little human world, who’ve kick-started their journey as a #PenguinDad. 

    The campaign, conceptualised by Dentsu Webchutney, was launched with a musical directed by national award-winning director Ashwiny Iyer Tiwari. It is set to be followed up by multiple digital first initiatives to champion the community of ‘Penguin Dads’ even further.

    Dentsu Webchutney senior creative director PG Aditiya adds, “As society evolves and becomes more progressive, dads will play a more crucial role. This, to me, is a film that celebrates those who choose to label themselves as a ‘parent’ before labelling themselves as a ‘dad’ and the power of that change in mindset can change society and nation at large.”

  • Swiggy finds you a food partner this ValenDine’s Day

    Swiggy finds you a food partner this ValenDine’s Day

    MUMBAI: Matching in the modern-day is all about choosing a partner (by face) and hoping it clicks. This Valentine’s Day, among all the roses and right-swipes, Swiggy and its digital agency partner, Dentsu Webchutney, came up with a novel approach to finding the perfect match.

    Swiggy AVP of marketing Ashish Lingamneni says, “Food is one thing that nearly every Indian loves, in his own different way. However, there are so many people out there who would have similarities in which they order and enjoy their food. As India’s top food delivery service, we see these similarities on a daily basis. So we thought, what could we do with India’s greatest talking point — food?”

    It is with this intent that Swiggy created My ValenDine, an opt-in platform, which uses interested Swiggy users’ order history, and matches them based on their favourite food and preferences. On Valentine’s Day, users come back to the microsite to find who their ValendDne’s matches are. 

    Dentsu Webchutney Bangalore creative director PG Aditya adds, “The insight came from one of the seemingly bigger challenges of modern dating and it’s not a match if you have nothing in common. Food is the perfect talking point as everyone has a particular food they love, and a particular way they love their food. With Swiggy’s user data, we have found a way to use this to bring people of similar tastes together.”

    The campaign was launched on 11 February on myvalendine.swiggy.com, where registrations were open until Monday night. Interested users had to register before the deadline with their name, phone number and a link to their Facebook profile.

    The site hit immediate success on Sunday, with close to 1000 registrations within the first few hours, despite limited promotion. “Food plays a far more important role in our society than just filling our tummies”, Lingamneni continues. “This is just one of the innovative ways in which the team has been exploring the things food can do.”

  • Dentsu Webchutney promotes mental health awareness

    Dentsu Webchutney promotes mental health awareness

    MUMBAI: Dentsu Webchutney has revealed Project Re-Search, an initiative started in November to measurably increase mental health awareness in India, starting with its first campaign, Beyond the Blue Whale.

    The campaign turns a Google search for the Blue Whale Challenge and its associated terms to a search for mental health difficulties in children, instead. This undercover search campaign has been active since November 2017, attempting to divert traffic from all ‘Blue Whale Challenge’ related searches, to relevant topics around mental health.

    https://www.facebook.com/projresearch/videos/714411878763040/

    Late 2017, the Blue Whale phenomenon had become a media sensation and misinformation about it was everywhere. And even by the time the challenge faded, few were aware that the challenge’s vitality was linked to poor mental health in children.

    But India’s adults were still contributing to 57 per cent of the overall search volumes for all ‘Blue Whale Challenge’ keywords on Google, searching for it about 1.4 million times per month. And because its news was so sensationalised, page 1 of search results barely showed content about its links to mental health.

    Project Re-search began as an initiative to use the attention that the Blue Whale Challenge was receiving, and direct it to mental wellness (which as per Google data- Indians search little for), where it really belongs. It’s doing this by identifying the top 22 Blue Whale keywords and targeting ads only to users above 18 years, searching Google with these keywords.
    Color of Grey Cells founder Anushma Kshetrapal says, “Project Re-search uses the Blue Whale Challenge as a wake-up call and aims to direct an adult’s invested concern in it towards some of the oft ignored mental health difficulties that could have made our children vulnerable to it. The hope is that adults ‘re-searching’ through this initiative take their first step towards learning about issues we’ve ignored as a society for far too long”.

    The ads led users to a landing page which introduced them to these mental health stressors that the Blue Whale Challenge could have been feeding off. Along with another ‘Google Search’ for each of those conditions built into it as a CTA (Call to Action) turning every Google search around ‘Blue Whale’ to a search for mental health instead.

    Considering these were complex mental stressors (Anxiety in Children, Depersonalisation, Social Engineering and Bullying), they hadn’t organically received a high volume of queries, despite having several credible results. The ads have received an 8 per cent CTR  (Click Through Rates) — almost triple of the Google average. And Google’s data shows searches for 6 out of 7 mental health related keywords have gone up at least by 15 percent and up to 100 per cent.

    Commenting on the initiative, Webchutney senior creative director PG Aditya adds, “Post the Blue Whale Challenge, we had to ask ourselves: where now from here? What is the right takeaway for parents and adults from this? And how do we equip ourselves when say, the next avatar of a Blue Whale surfaces? The masses hadn’t received that information from the large institutions that drove the sensation around Blue Whale. And we decided to take it upon ourselves to change that.”

  • HDFC Life targets youth in latest Comic-Con promotion

    HDFC Life targets youth in latest Comic-Con promotion

    MUMBAI: HDFC Life has partnered with Comic-Con Bengaluru to reach out to the Indian millennials that still perceive insurance to be a financial product for their parents. Dentsu Webchutney, the brand’s digital agency had been contemplating for a while on how to make the product more consumable and approachable for young India and devised a concept to design comic strips that would answer the basics of insurance.

    In an effort that started as a mere social campaign, was then extended by partnering with Comic-Con Bengaluru to further cement the brand’s commitment to demystify the insurance category. Captain Life, the Super Hero to all other Super Heroes was HDFC Life’s mascot. His core purpose is to be the guardian of all Super Heroes and protect them against the uncertainties of the future.

    While stating that the general misconception among millennials is that insurance is their parent’s domain of financial planning, HDFC Life SVP of e-commerce and digital marketing, analytics and business insights Vishal Subharwal mentions that this couldn’t be further from the truth because life and health insurance covers are absolutely essential for any starter financial plan, especially for the youth. “To break that mould of thinking we headed over to Comic-Con Bengaluru to introduce the man with the plan; Captain Life. He was the only superhero at the venue with the power to secure a superhero’s loved ones. Through fun comic strips and activities with our very own Cosplay character, we took on this stereotype head-on,” he adds.

    Dentsu Webchutney Mumbai EVP and branch Head Nishi Kant says, “The young and dynamic team at Dentsu Webchutney was determined to make this association a success and within a matter of days turned around a well-integrated offline and online campaign that was truly unconventional in many ways. Not just did they plan and manage the offline event, live amplification on digital with a cohesive sustenance plan was also implemented. This activity resulted in a rise in engagement on the brand’s social presence and conclusively positioned HDFC Life as a brand that is truly driven to change tide of the category.”

  • Bridge Music Academy launches the racist keyboard

    Bridge Music Academy launches the racist keyboard

    MUMBAI: Earlier last month, Bridge Music Academy has launched the racist cover campaign aimed at educating children about racism and its effects. Conceptualised by Dentsu Webchutney, the campaign is supported by Culture Fox and Roland. The Racist Cover is a special version of a song played on a piano or keyboard without using the black keys.

    Taking the campaign further, Dentsu Webchutney Innovation Lab has created a special keyboard with no black keys at all. Aptly called ‘The Racist Keyboard,’ the keyboard cannot play a perfect harmony and it only plays The Racist Cover of a song. It is a manifestation of campaign’s though of Racism = No Harmony.

    A typical digital keyboard has 88 keys – 52 white and 36 black. The Racist Keyboard has no black keys and only has 52 white keys. Normally, the white keys have space to accommodate the black keys. To build the keyboard, special white keys were created with no space for the black keys. The keyboard has been launched through a web film showcasing Aman Bathla, World’s fastest pianist playing the famous song from Titanic, the movie – My Heart Will Go On.

    Dr. Aman Bathla awardee Bharat Gaurav says,“I was amazed at the first sight of the keyboard. I had never seen anything like it before. In my opinion, racism has no place in the world. Discriminating people basis their colour, caste and creed is absolutely inhuman. We should all love each other and live in perfect harmony.”

    The Racist Keyboard is available to musicians for concerts, tours and gigs. It will also be displayed at schools, colleges, music academies, museums and public places.

    Dentsu Webchutney chief creative officer and co-founder Sudesh Samaria adds, “This keyboard stands as a symbol of protest against racism. It shows how the world would look like if we let racism prevail. Racism needs to stop now. Through this
    campaign, we are giving people a platform to raise their voice against racism.”

    Dentsu Webchutney associate creative director Vishal Sagar mentions that they will be adding a lot more dimension to the campaign as we move forward. The Racist Keyboard is one of many innovations to be created under the campaign. It will also kickoff the school contact program of the campaign.The campaign has received an overwhelming response so far. Many schools, organisations and people are getting associated with the campaign