ITV

Tag: Dentsu

  • Dentsu helps Honda in repositioning the new CR-V

    MUMBAI: Dentsu Communications has developed a new campaign for the latest model of the Honda CRV.

    The objective of the campaign was to position the car as a superior choice over offerings such as the Hyundai Santa Fe and the BMW X1. Along with this, the campaign was expected to highlight the features of the car like new Intelligent Multi Information Display (IMID), new Audio Video Navigation (AVN), Eco Mode, Eco Assist, higher fuel efficiency, multi-configuration folding capacity for the rear seats, and the most powerful engine under the hood.

    Taking the first step in repositioning the new Honda CR-V in its ‘Urban Recreation Vehicle’ avatar, the agency decoded the target consumer. As a “been-there, done-that Accomplished Life Juggler,” the target was not a stranger to a life well-lived. In depth exploration revealed that the TG dons many hats daily to make the most of his myriad interests and passions rather than give in to the cliché of so much to do, so little time. In doing so, he looks for many similar partners in crime from his possessions and the multi-sensorial experiences that he can embark on, enabled by these possessions. Thus, the intention of the campaign is to position the new Honda CR-V as the perfect partner for someone who does and wants to do many wonderful things.

    The agency decided that it in order to get the TG to relate to the CR-V the feel of the campaign should be like a series of fast paced mini videos; some homemade, some big screen material, much like the different points in time in the TG’s life and routine. The idea was to communicate that the CR-V is for people like him (the TG), because like him it has inexhaustible energy for life and adventure.

    The film shows a man about 40 sitting in a studio while stylists, hair and make-up artists come and go, giving him different looks. He dons various looks that show the different lives he lives, the life of a fisherman, a golfer, a corporate czar, a chef, a scuba diver and a polo player. The film uses stop motion technique and is produced by Mud n Water.

    Dentsu MArcom NCD Titus Upputuru said, “The idea was that after you reach a certain level in life, you are not asked “what you do” but “what do you like doing best”. Which basically goes on to say that the man has moved on from chasing one thing in his life but has moved up the ladder, and has developed many more interests and has started finding time to chase all of them. The all new CR-V in many ways, is both a metaphor and an enabler of this way of living.”

    Dentsu India national planning director Narayan Devanathan said, “The Honda CR-V is one of those few vehicles, even for a class of people who are accomplished, that qualifies as the car that’s talked about on a bumper sticker that says “When I grow up, I want to be a ….”. A goose-bump inducing car and drive deserved a simple but classy idea that could do justice to them. And much like the many lives that the CR-V enables, one look at it inspired many ideas on how to create engaging communications around it. What you see is what rose to the top (like the ones who will drive the CR-V). But every idea we had was as fun and engaging.”

  • Max Healthcare awards creative duties to Dentsu

    MUMBAI: Dentsu‘s creative outfit in India, Dentsu Creative Impact, has won the creative mandate of health services provider Max Healthcare.

    The account win was the outcome of a multi-agency pitch process for a creative partner which would help Max Healthcare strengthen the brand in the country.

    The account will be driven from Delhi under the leadership of Dentsu Creative Impact senior vice president Amit Wadhwa.

    Dentsu India Group executive chairman Rohit Ohri said, “It speaks volumes of the trust that an enterprise like Max India has in Dentsu‘s capabilities. This is the third Max India business we have won in the last six months. We are very excited to work on this challenging category and believe that there is scope to do some great work.”

    Anil Vinayak, Director, Sales & Marketing, Max Healthcare, said, “At Max Healthcare, we are committed to making available the highest standards of medical care and service excellence to patients. This drives all our endeavours including our brand communication. The team at Dentsu displayed a good appreciation of the healthcare consumer and our brand. This gave us the confidence that they were the right partners for us.”

    Ohri said, “Our passion and our understanding of the healthcare industry, with all its complexities, helped us develop great, relevant and impactful work for the pitch. This was greatly appreciated by the client. We look forward to partnering Max Healthcare in devising integrated communication solutions that are in line with the brand‘s marketing strategy.”

  • WagonR launches new ad campaign created by Dentsu

    MUMBAI: WagonR has launched a new advertising campaign titled ‘Prank‘.

    The ads have been conceptualised and created by the brand‘s creative agency Dentsu Creative Impact.

    The objective of the campaign is to highlight the new features of the “improved” WagonR, while retaining the core of the brand of being a car for the smarter race.

    According to the agency, the brief that was given from the client was that with changing consumer preferences and growing competition, it becomes imperative for an age old brand like WagonR to evolve itself to continue to meet consumer expectations. The new TVC hence must announce the launch of the new WagonR and communicate its features without it being a blind spot.

    The agency had earlier launched a ‘Big like India, Smart like you‘ campaign for the brand which first time saw the trio of Madhavan, Raghu and Rajiv of Roadies together describing the car and its various features. The core idea of the new campaign, takes from there, and talks about the new features of the smarter WagonR using brand ambassador the three celebrities again.

    Dentsu Creative Impact NCD Soumitra Karnik said, “The task was to announce the new changes in the widely sold WagonR and the challenge was how to make this announcement engaging. We decided to continue with the casting of the last commercial of Madhavan, Raghu and Rajiv as it was quite well received. This particular script was found to have all the elements of being an entertainer. A prank played by the twin brothers wearing clown masks who at the end get outsmarted by Madhavan, the car‘s owner who impresses them with all the new features in the car. One thinks of many different things but in the end you go with your gut with a script like this.”

    The television commercial will be supported by a digital and print campaign. There will also be in-store advertising of the brand.

    The story revolves around two characters in clown masks who get into Madhavan‘s car and tell him to drive them around while he‘s held hostage to a gun point. During the interaction, the features are revealed. However, Madhavan tricks them and drives away leaving them behind, proving his wit & smartness. The reveal in the end showcases that the clowns are no other but Raghu-Rajiv themselves who had set out to play a prank Madhvan but end up getting tricked by him.

    The television commercial has been produced by QED Films.

  • Dentsu Digital launches iButterfly in India

    MUMBAI: Dentsu Digital has launched its mobile marketing platform ‘iButterfly‘ in the Indian market to help marketers to connect with their consumers on mobile.

    Originally developed by Dentsu Inc., iButterfly was first launched in Japan in 2010 as a “Coupon Entertainment” platform. After Japan, iButterfly has been launched across the Asian region by many Dentsu network agencies. The markets include Singapore, Indonesia, Vietnam, Hong Kong and Thailand.

    According to the agency, brands like Samsung, Reebok, Starbucks and Dove have used iButterfly to connect to the consumer.

    This mobile application works through a combination of three technologies: Augmented Reality, Motion Sensing and GPS. It creates a virtual environment where marketers can push branded messages or promotional information to their target audience by transforming simple content into “colorful”, “eye-catching” virtual butterflies that can be caught on mobile devices and stored through a swipe action.

    Once these butterflies are caught they can be collected and redeemed or traded for offers. These virtual butterflies can also be exchanged amongst friends and family. iButterfly is also integrated into social media -Face book where consumers can keep track of new offers and information on various brands by signing up and following the iButterfly conversation.

    Dentsu India Group chairman Rohit Ohri said, “iButterfly – is a truly transformational platform that will help brands in India create massive differentiation. In a highly fragmented media environment today, brands need to connect with consumers in a disruptive yet simple way. And iButterfly does exactly that by putting the experience right into the hands of the customers. iButterfly brings alive Dentsu‘s India communication philosophy – ‘currency is the only currency‘ which seeks to build constant relevance for brands in the NOW. For customers today, it‘s all about the power of immediacy and instant gratification”.

  • Max launches its first corporate ad campaign

    MUMBAI: Max India has launched its first corporate ad campaign with a twofold objective.

    With the new campaign Max India has announced its new brand positioning of ‘For life‘. Secondly, Max is consolidating all its service offerings under the Max umbrella.

    The creative agency that has worked on the campaign is Dentsu Creative Impact, while the media agency for the business is Madison Media.

    The television commercials are being supported by other mediums like cinema, digital and print. The company will also be conducting few below-the-line activities to promote the brand.

    The 40-seconder TVC has been produced by Lemon Yellow Sun Films.

    Max India ED – Brand and Human Capital Vibha Rishi said, “Max interacts with millions of lives through many million moments of truth. Each interaction results in a memorable and satisfying experience. The brand positioning captures this sentiment with two simple words ‘For life’. We help our customers in navigating the often confusing complexities of insurance and healthcare ‘Sar jo tera chakraye …aa ja pyaare paas hamare. Kahey ghabraye.’.”

    “The current campaign is the focal point of our communication. The entire corporate marketing budget for FY13 is being spent on this campaign itself,” Rishi added.

    Talking about ad campaign Dentsu India Group NCD Soumitra Karnik said, “It was almost like doing a large flash mob. There were over 500 people on location, six cameras placed everywhere from in between the crowd, to the rooftops of buildings, in moving cars and even one that was attached to a jumper‘s knee. A lot of people did not even know they were being filmed. We just let the people lose their fear and inhibitions and just enjoy jumping on the trampolines. And they did, which was exactly what we wished to communicate that life is for living to the fullest and in all the ups and downs, Max will be right there to help them bounce back, just like a trampoline.”

    Max is a multi business corporate offering services in healthcare, health insurance and life insurance. While the Max brand architecture has undergone a change, the new communication aims to build trust for the corporate brand Max, by virtue of which people can choose its constituent brands with more confidence than their competitors.

    The TVC uses a simple visual device of a trampoline to connote the key message that Max India helps you bounce back in life. Various interactions are built around it reflective of the values on which the Max foundation is laid.

    The film opens on a morning where you see multiple trampolines placed in a cityscape. Seeing this, passerbys are surprised and get curious to check it out. The film is used to establish how people of different age groups, though apprehensive at first, set out to experience the trampoline which is really a visual metaphor for ‘Max’.

  • From Here On to handle communication duties of Canon Pixma Pro series

    MUMBAI: Delhi-based integrated advertising agency From Here On has won the full service communication duties of Canon India‘s recently launched printer series Canon Pixma Pro Series.

    The agency won the account against Dentsu that had also participated in the pitch.

    From Here On managing partner Rajesh Aggarwal said, “Yes, we have won the account. We have already started working on the account. The first communication campaign of the brand will roll out in February.”

    Targeted at professionals, Canon Pixma Pro series include three ranges Pixma Pro-1, Pixma Pro-10 and the Pixma Pro-100. Pixma Pro-1 is the flagship of the series and is priced at Rs 94,860 while Pixma Pro-10 and Pixma Pro-100 are priced at Rs 65,995 and Rs 47,995 respectively.

  • Dentsu Comm Kochi’s first win is Jos Alukkas biz

    MUMBAI: Dentsu Communications has won the creative mandate of South Indian jewellery retailer Jos Alukkas. The agency‘s Kochi office will handle the account. This is the Dentsu‘s Koshi‘s first win.

    Established in 1964, Jos Alukkas now plans to expand by scaling the national market and the Asia Pacific region. The brand plans to invest over Rs 5.5 billion in the following year to establish itself further in the southern markets while slowly moving into the four metro cities at the same time.

    Jos Alukkas chairman Jos Alukka said “We are happy to be associated with the Dentsu team who will partner us in our journey ahead. The team has a good understanding of the market and we believe they‘ll help us connect better with our customers.‘‘

    Dentsu Communications CEO Arijit Ray said, “Jos Alukkas is a brand of great stature and enjoys a deep connect with people in the south. We are absolutely thrilled to have a reputed jewellery house like Jos Alukkas as our first client in our Kochi operation. Apart from being a great brand we are delighted to work with some great people at Jos Alukkas.”

    Dentsu Communications head of planning Suresh Mohankumar said, “Jos Alukkas as a brand has always defined itself very well. The core of the brand is ‘bandham‘. At a time when most of the stories on jewellery are transactional in nature it gives us a great opportunity to use this core to further distance Jos Alukkas from competition. For creators of stories Jos Alukkas is a virtual gold mine.”

    Dentsu Communications regional ECD south Ashwin Parthiban said “I‘m really looking forward to working on a brand with such a sharply defined raison d‘?tre.”

    Jos Alukkas corporate marketing manager Jeejo PP said, “The campaign that broke recently with South Super Star Vijay and his mother Shobha Chandrashekar is the talk of the town. We‘re looking forward to do more exciting work with the Dentsu team which will stand out from the clutter.”

  • Dentsu bags creative & media mandate of Orangina

    MUMBAI: Dentsu Communications and Dentsu Media have won the creative and media duties of beverage brand Orangina.

    The responsibility of the agencies will be to handle the communications, media planning and buying of the soon-to-be launched company in India.

    The beverage will be manufactured and marketed in India by Suntory Narang, a joint venture between Suntory Group and Narang Group.

    Suntory Narang COO Avik Sanyal said, “We are very excited and confident for a successful launch of Orangina. Partnering with Dentsu will propel our communication and media strategy to build a strong brand equity.”

    Dentsu Media CEO Divya Gupta said “Dentsu Media is excited, looking forward to working on Brand Orangina in India. Together with the Suntory Narang team, we will craft passionate and incisive media strategy to shake the market.”

    Dentsu Communications CEO Arijit Ray, said “Orangina is a great brand to have on the roster and we‘re looking forward to working closely with the Suntory Narang brand team to build and evolve a distinctive communication charter for Brand Orangina in India.”

    “We are extremely excited to launch a great international brand like Orangina in India. The brand has a fabulous body of internationally awarded work in its portfolio and we see this as an opportunity to do some lovely work,” Dentsu India Group NCD Soumitra Karnik added.

  • Cheil Worldwide SW Asia appoints Saurabh Mathur as senior VP

    MUMBAI: Cheil Worldwide SW Asia has brought on board Saurabh Mathur as senior vice president – client servicing as part of the agency’s strategy of building a strong integrated local team. He will be leading Cheil India’s client servicing team and working closely with Cheil Worldwide SW Asia president and head of regional headquarters John Koo.

    Before joining Cheil, Mathur was with Dentsu, where he led the agency’s efforts on all key businesses including Aircel’s Wifi and 3G campaigns, Panasonic business and launch of the Ingersoll Rand group in India.

    Koo said, “Cheil’s SW Asia’s operations are growing at an extraordinary pace. Saurabh’s rich experience and stellar track record makes him ideal to lead the client servicing team. He is highly energetic and is well aligned with the agency vision and philosophy Cheil India to manage the growing business.”

    Mathur said, “Cheil is leading the change with its new model of communication that is holistic in its approach and with a greater degree of integration across disciplines. This represents a great opportunity and I believe it is the right time for me to be at Cheil and drive the change.”

    Mathur has 20 years experience in advertising and has worked with ad agencies like JWT, Contract and Grey. Prior to joining Dentsu, Mathur was at Contract where he was involved with brands like DelMonte in India besides leading the communication efforts for Dabur’s Hair Care and Glucose businesses, Spice Group’s mobile handsets and retail business. At Grey, he launched Suzuki Motorcycles and Ebony Gautier apart from handling other businesses like Wrigley-JoyCo, India Today group, Ranbaxy, Haier, Genpact and Halonix. During his eight-year stint at JWT, he worked on some iconic brands like Pepsico’s Kurkure, Nestle’s Maggi, Reebok, HT, ITC Hotels, Swatch Group and Hero Honda.

  • Aegis Q3 revenue growth better than rivals

    MUMBAI: Amid slowdown in Asia Pacific and Europe, Aegis Group has posted fiscal-third quarter revenue growth of 14.5 per cent. Even the organic revenue (excluding acquisitions and disposals) growth was at 6.3 per cent for the three-month period ended 30 September, higher than rivals WPP Group, Havas and Publicis Grooupe who ran slower at around two per cent.

    Aegis, which houses media agencies such as Carat and Vizeum and digital network Isobar, did not provide revenue figures as it is in the process of being acquired by Dentsu.

    By geographical region, Aegis‘ organic revenues in the Asia Pacific region saw a slump to four per cent compared to 14.4 per cent in the trailing quarter. Europe, Middle East and Africa slowed from 3.8 per cent in Q2 to 2.8 per cent in Q3. The Americas grew by 15.2 per cent in the third quarter which is down 18 per cent in the second quarter.

    Aegis Media grew at 6.3 per cent while its research arm Aztec grew at 6.7 per cent.

    The Group made a number of acquisitions and investments in the third quarter of 2012, including Catch Stone in China, Hablar in Japan, C2 in India, D2D and iSpy in the UK, W Garden in France, Irokeesi in Finland, and IQ Mobile in Austria.

    The group‘s total revenue for the first nine months ended 30 September increased by 16.3 per cent while its organic revenue saw an increase of 7.9 per cent. Aegis Media delivered total net new business wins of $2.9 billion during the first nine months of the year as compared to $2.4 billion in 2011.

    Aegis Group chief executive officer Jerry Buhlmann said, “Aegis produced another strong performance in the third quarter of 2012, with continued market-outperformance and sector-leading organic growth. Our strong business mix, supported by targeted acquisitions, gives Aegis a unique opportunity to deliver the integrated campaigns our clients require in the convergent media environment.”

    Earlier on 12 July Japanese media company Dentsu Inc. and Aegis announced that they had reached agreement on the terms of a recommended cash offer by Dentsu for Aegis. Shareholders approved the transaction at shareholder meetings on 16 August 2012.

    On 6 November, it was announced that all antitrust clearances identified in Part A of Part Three of the Scheme Document have been obtained, with the exception of clearance from the Ministry of Commerce of the People‘s Republic of China (“MOFCOM”) pursuant to the Anti-Monopoly Law of the People‘s Republic of China (the “Anti-Monopoly Law”).

    “Dentsu and Aegis remain confident that the Scheme will become effective on or prior to 28 February 2013 (the long stop date referred to in the Scheme Document),” Aegis said.