ITV

Tag: Emmanuel Upputuru

  • EFGH Brand Innovations launches campaign for LXS Moonshine

    EFGH Brand Innovations launches campaign for LXS Moonshine

    Mumbai: As over a billion Indians were following the countdown of Chandrayaan-3’s landing on Moon with bated breath, Lectrix EV was silently preparing to pay a tribute to the mission in its own unique way. At the exact moment the rover landed, Lectrix EV dropped a special-edition electric scooter, calling it LXS Moonshine.

    The company said the special edition will be limited to exactly 384 units – a nod to the distance between earth and moon – 384,400 kilometers: An LXS Moonshine for every 1 lakh kilometers.

    The EV’s launch is being aimed to inspire people to set and achieve personal goals, reflecting the ambition and technology behind India’s space mission.

    Lectrix LXS Moonshine sports a golden emblem – two arrows facing the sky to connote India’s emerging space age. This ‘space age’ symbol is a modification of Lectrix’s brand logo.

    A film with a provocative narrative asked,  
    “How far do you want to go?  
    It’s not a question.  
    It’s a test of how much you want something.  
    Would you march 388 kilometres  
    to break a salt law?  
    Scale a 29,000 foot mountain  
    To plant the first flag.  
    Fly three hundred and eighty four thousand,  
    and four hundred kilometres  
    To put your feet on the moon.  
    What is your march,  
    your mountain,  
    your moon?  
    Your Do or Die?”

    The integrated campaign invited people to post their aspirations on Instagram – asking people “What’s Your Moon?”. Once a fan writes his or her goal or ambition on the Lectrixev Instagram handle, the post “takes off” and lands on a virtual moon on the site – https://whatsyourmoon.lectrixev.com/

    An over-the-moon Lectrix EV general manager – marketing Mainak Bag said, “Brands today need to be culturally relevant and current. It’s not enough to just produce great products. That’s how we looked at 23rd August. The India post-23rd August will be a different India, where science and exploration become reasons for self-belief and national pride. This is a momentous occasion. LXS Moonshine is a tangible way for people to remember and cherish this moment.”

    EFGH Brand Innovations founder and creative chairman Emmanuel Upputuru said, “This is not just one more social post which is a part of moment marketing. It is walking the talk to allow customers to celebrate this landmark moment by actually offering a product that people can be proud to own. So, we designed a special look for the LXS Moonshine including a special badge. Riding the LXS Moonshine is like wearing a badge of pride. We want to introduce into the culture “what’s your moon?”, as the new “what’s your goal?” – Each aspiration is a “moon” being chased by the audience. To see these moons on the actual picture of the moon on the website is going to be interesting.” 

  • Lectrix EV launches limited edition LXS Moonshine

    Lectrix EV launches limited edition LXS Moonshine

    Mumbai: Lectrix EV is launching a special-edition EV Scooter to commemorate the landmark moment in India’s space ambitions. Lectrix will make limited units of the special edition scooter.

    Lectrix Moonshine sports a golden emblem – two arrows facing the sky to connote India’s emerging space age. This ‘space age’ symbol is in fact a modification of Lectrix’s brand logo.

    The countdown to the Moonshine launch was timed to the launch of Chandrayaan 3. When Vikram landed on the moon, the same moment Lectrix Moonshine was unveiled. The campaign invited people to post their aspirations on Instagram – asking people “What’s Your Moon?”. Once a fan writes his or her goal or ambition, the post “takes off” and soon it lands on a virtual moon on the site www.whatsyourmoon.lectrixev.com

    Speaking about this special edition launch, Lectrix EV MD & CEO K. Vijaya Kumar said, “For today’s Indian Gen Z, sky is the limit. Or is it? They aim for the moon! The Indian moon mission shows how far you can go when you have the ambition and the right technology to take you there. At Lectrix, we want to encourage our consumer in setting and reaching their own personal goals. I am really excited about Moonshine. To do this we had strong belief in the new era of India’s space age. This is for everyone to remember and cherish.”

    “This is not just one more social post as a part of moment marketing. It is walking the talk to allow customers to celebrate this landmark moment by actually offering a product that people can be proud to own. So, we designed a special look for the LXS Moonshine including a special badge. Riding the LXS Moonshine is like wearing a badge of pride,” said EFGH Brand Innovations founder and creative chairman Emmanuel Upputuru.  

  • ITSA removes the middleman for Tradus.com

    MUMBAI: The recently-launched agency ITSA has conceptualised and executed Tradus.com‘s second series of film which offers the proposition ‘Remove the middleman and get wholesale prices.‘

    The film is about a couple performing a transaction. A young girl representing the buyers tells a boy sitting across the table form her, “I‘d like to buy that phone”. Right in the middle of them sitting on the table is the middleman who has been eagerly waiting, almost drooling at the prospect of making his cut. He snatches the phone and gives it to the girl. With the other hand he snatches the money, gives it to the guy, but not before taking out his own commission.

    That‘s when a cursor comes and clicks the Middleman away and a voiceover completes the story, “Remove the Middleman. Log on to Tradus.com and buy directly from sellers and get wholesale prices at your doorstep.”

    IbiboGroup CEO Ashish Kashyap said, “This is the second series of Tradus creatives. We wanted to drive home our core differentiation of being a marketplace rather than an online retailer. As a marketplace, Tradus enable sellers to list on their own on the platform and sell directly to the Buyers thereby removing all the inefficiencies. This helps the buyers get wholesale prices. ITSA has been an excellent partner to create a crisp communication via this well produced film.”

    ITSA copywriter Emmanuel Upputuru said, “We co-created this spot with the client. Ashish Kashyap, CEO ibiboGroup was very clear in what he was looking for. It was a bold stance to take, to get rid of the middleman. We just had to find a plot that would demonstrate that proposition visually and effectively. So when you take one look at the film you know what the benefit is for the consumer. Manoj Pahwa came to my mind the moment I thought of the idea of putting the middleman on the table.”

    Daniel Upputuru who made his debut as a director with this film said, “I wanted to treat the film like a painting. The lighting has been borrowed from Caravaggio. When Emmanuel shared the script I saw the guy and the girl in a beautiful setting. But right in the middle of them is this Middleman who spoils the picture. So the only way to restore the picture is to remove the Middleman.”

    Anirban Mozumdar, chief – innovation, strategy and collaboration at ITSA, says, “The purpose of offline communication for any online website is to single-mindedly express its purpose of existence. For Tradus.com it is about telling the consumer that Tradus.com is here to offer a service that wasn‘t there. To buy directly from sellers, so you get wholesale prices at your doorstep.”

    ITSA is a three-month-old company and this is their very first television spot, which they have conceived, produced and directed.

  • Concept grows ‘Beanstalk’ with new branding solutions agency

    MUMBAI: Daniel and Emmanuel Upputuru, Vivek Suchanti and Anirban Mozumdar have floated a new branding solutions agency – ITSA Brand Innovations – in an effort to “fill the gap between the TV commercial maker and the social media hot-shop.” The Mumbai-based agency is a part of Concept Communications Group.

    The agency draws inspiration from global entities like Ideo, Apple, Improv Everywhere, Droga5 and+Castro, Buenos Aires.

    Their aim is to be the single partnering custodian to a brand in a maze of technology and communication specialists. ITSA plans to provide the much needed innovation to brands in a world that is rapidly changing. The vision is to come out from the comfort zone and be much more than “just another overtly friendly neighborhood agency.” The agency will operate on the premise that innovations happen only when ideas are applied.

    The agency will create innovative products, services and communication platforms and also intends to patent some of the new product ideas or innovations. Some of the areas where ITSA is in the process for applying for patents are automotive, insurance, youth, music and technology.

    The agency said in a statement that it already has a prototype ready for the automotive sector, which ITSA hopes to be its first launch around August.

    ITSA is open to innovations and platforms that invite brands and brands that invite innovations or innovative thinking to create turning points or inflections. The agency will operate on the concept of “trans-disciplinary collaboration” which brings together a relevant set of skills required for applying a particular idea – it could be technology, art, craft, design, IT or even a social scientist, for example to collaborate.

    ITSA is in talks with a few clients and wants to work with like-minded partners, the company said.

    Emmanuel Upputuru will assume the role of chief innovation officer. He was earlier with Publicis India as national creative director, where he worked on Nestle‘s “Me & Meri Maggie” integrated campaign.

    Upuuturu says, “I feel the timing is just right. 4G is round the corner. The economy is down. My energy levels are at an all time high. I have always believed that if you know what you are doing, you are not doing anything original. So I am waiting to see what this entity will shape up to be.”

    Anirban Mozumdar will take on the post of founder and chief – innovation, strategy and collaborations at ITSA. He has 15 years of experience in advertising and was national planning director with Publicis.

    Mozumdar says, “ITSA a world view, a conviction that we believe brands and the market are ready for and need more than ever before. It‘s a breeding ground for ideas and making them happen. Eventually, ITSA a confluence of like-minded, hyper ideating people who create things multitudes of people would love to engage with and hopefully, find that engagement rewarding”.

    Concept Group chairman Vivek Suchanti adds, “ITSA is a foray into innovations for Concept Communications which is partnering the venture. Concept adds a new, distinct offering to its existing advertising, PR, Digital and independent communication agencies. We are excited about the fact that ITSA is a very different idea and it adds to the offering from Concept”.

    Daniel Upputuru will serve as chief creative officer. After a stint at TAG McCann, he went on a sabbatical from advertising and tried his hand at anthropology at Buena Ventura , Columbia.

    He adds, “I was not interested in joining another advertising agency. But when Emmanuel explained the vision of ITSA it reminded me of The Improbability Drive that Zaphod Beeblebrox steals and that‘s when I said, I am in.”

    The collaboration/tie-up with Concept gives ITSA the benefit of an established eco system including advertising, PR, digital and sports marketing capabilities. And of course ready offices in Mumbai for managing work from the city.

    Prasad Raghavan, also an industry veteran will provide support and advise the ITSA core team as a mentor and will be the guiding force apart from working on special projects, especially involving breakthrough expression and execution of ideas.