ITV

Tag: GD Prasad

  • 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.”

  • 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.”

  • Swiggy launches fourth delivery partner-centric campaign

    Swiggy launches fourth delivery partner-centric campaign

    MUMBAI: Food delivery platform, Swiggy has launched the fourth video in its series of partner-focused campaigns with the intent of enabling consumers to empathise with Swiggy’s delivery partners and highlight the dignity of labour in what they do. The campaign has been conceptualised in-house.

    The #WhatsInAName campaign video aims to sensitise the consumers about how very often, albeit unknowingly, they tend to overlook the human element in their daily transactions with delivery partners.

    Swiggy VP marketing Srivats said, “Lakhs of Indians interact with Swiggy’s delivery partners each day. Our partners take unknown turns to reach unknown lanes to meet strangers with a smile on their face. The irony: they always remain unknown to consumers, very often just referred to as “Swiggy.”

    He added, “With the #WhatsInAName video, we want to change that and bring more dignity to the job our hunger saviours do. We’re glad that the video has struck a chord with so many users and hopeful of a day very soon, when our partners are acknowledged with their name and unique identity.”

    Conceptualised in-house, the video seamlessly blends a layered narrative about one’s identity. It showcases an intriguing flashback about the delivery partner’s name, and juxtaposes it in the present day, wherein it has become a practice to address them simply as “Swiggy”. The video, through Swiggy’s trademark understanding of consumers and delivery partners, conveys a powerful message that delivery partners – like each one of us – have a name and unique identity that they would like everybody to acknowledge.

    Dentsu Webchutney account director GD Prasad said, "Service industries have, until now, focused only on their end customer. However, another very important human element in this is the ‘supply chain’ – the delivery partner. From this human standpoint, this campaign sets a precedent for the industry – that delivery partner loyalty is as critical to a company’s growth as customer loyalty. We are investing in the power of human emotions with content across multiple, relevant touchpoints so delivery partners feel loved, recognised and respected for their unflinching efforts."

    Proir to this, Swiggy had also released a poignant tribute to the delivery partners on their fourth anniversary, recognising their contribution in making Swiggy a household name. The brand’s Diwali video explored another aspect of the journey of delivery partners, with the idea of giving back being at the heart of it. Its third video highlighted the importance of delivery partner safety. These three videos were conceptualised by Dentsu Webchutney.

  • Swiggy, Dentsu Webchutney pay tribute to India’s Hunger Saviours

    Swiggy, Dentsu Webchutney pay tribute to India’s Hunger Saviours

    MUMBAI: On the occasion of Swiggy’s 4th anniversary, Dentsu Aegis Network’s digital agency Dentsu Webchutney, has launched a film to pay an ode to Swiggy’s ‘Hunger Saviours’. It highlights moments from a day in the life of Swiggy delivery partners, delightfully capturing their spirit in keeping consumers hunger-free, come what may.

    Swiggy AVP- marketing Ashish Lingamneni said, “On our 4th anniversary, we wanted to celebrate and thank our delivery partners whose efforts form a significant part of the Swiggy experience. The film beautifully captures their day-to-day experiences highlighting the hard work and passion put in by our modern-day superheroes.”

    Commenting on the film, Dentsu Webchutney client services director GD Prasad added, “The delivery partner is an important stakeholder in the Swiggy ecosystem, and our attempt was to make a heart-warming film one that would put a smile on your face at their relentless spirit.”

    In just four years, Swiggy has disrupted the food delivery eco-system in India. On its way, Swiggy has changed how India eats, how restaurants design their menus, and how companies can delight consumers. For millions of Indians, ‘Swiggying it’ is a way of life and behind the scenes, Swiggy’s army of delivery partners work tirelessly to make this happen, day in and day out.

    The film is conceptualised and produced by Dentsu Webchutney in association with Artisan films.