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Tag: Gurbaksh Singh

  • DAN appoints Gurbaksh Singh to lead DAN Innovation Lab in India

    DAN appoints Gurbaksh Singh to lead DAN Innovation Lab in India

    MUMBAI: Dentsu Aegis Network (DAN) India has announced the launch of DAN Innovation Lab in an attempt to foster, access and accelerate innovative learning and thus, offer advanced solutions to complex client problems.  

    The facility, designed and built as a collaborative Lab space, brings together key resources and superior local talents, hand-picked from across the DAN brands – Dentsu Webchutney, Isobar India and Posterscope India.

    Created to incubate and nurture innovation, DAN Innovation Lab will work on open data, develop prototypes and intellectual property, build new products and services, engage technology to create differentiated consumer experiences, draw holistic client solutions from cross-functional expertise and in due course, collaborate to execute those solutions, seamlessly. 

    Led by Gurbaksh Singh, erstwhile chief creative technologist at Dentsu Webchutney, DAN Innovations Lab India will drive solutions for clients keeping creative and tech at its functional core. As chief innovation officer – DAN Innovation Lab, Gurbaksh will hereafter work with the teams at Dentsu Webchutney, Isobar India and Posterscope India on emerging technologies to drive tech-led innovations for all the three agencies. However, eventually Dan Innovation Lab will also support all DAN brands and service all DAN clients across India.

    Dentsu Aegis Network India CEO Anand Bhadkamkar said, “I am extremely proud to announce the launch of DAN Innovation Lab. The facility will function as a central faculty between Dentsu Webchutney, Isobar and Posterscope to bring together the network’s expertise in strategy, technology, design and creativity from across the Group. Keeping creativity at its core, DAN Innovation Lab will focus on generating ideas and fresh business tactics to help drive greater efficiencies and deliver the best possible outcomes for our clients.” 

    Gurbaksh Singh added, “I am deeply honoured to take up this new role. This has opened a whole bunch of opportunities on a much larger playground. Working with multiple creative teams across agencies will only strengthen the creative output. I believe in embracing new makers and sparking curiosity that can lead to incubating a new culture of innovation in the group. Developing new solutions on this new front will be exciting and equally challenging.”

  • Dentsu Webchutney, Chakra Tea redefine tea-breaks with Chai-Fi

    Dentsu Webchutney, Chakra Tea redefine tea-breaks with Chai-Fi

    MUMBAI: Currently, India is the second most populated country of workers in the world wherein people toil for 16-17 hours a day to make ends meet. Away from their families, friends and social circle, these workers lead a hard life with no joy or happiness. Consequently, the tiring nature of their work barely leaves them with any time to enjoy anything else in their lives.

    Chakra Tea, a popular brand from central India has addressed the issue and brings up an initiative called Chai-Fi, by adding ‘wi-fi’ to their lives. 

    As part of the initiative, Chakra Tea along with Dentsu Webchutney, has conseptualised an innovative tea-kettle that is now being distributed at tea stalls popular with the workers. As the kettle is heated to make tea, it also generates wi-fi that is then made available to workers for free. They use the free wi-fi to connect to their favourite videos, music, movies, sports, news shows and even family members.

    Dentsu Webchutney co-founder and chief creative officer Sudesh Samaria  said, “Tea is such an integral part of our lives that it is difficult to think of it in a new light. Our team identified an opportunity in the tea-breaks and made these breaks even more refreshing by creating a tea-kettle that generates wi-fi when heated. We call it Chai-Fi.”

    Chakra Tea MD Priyank Khandelwal,“The category is dominated by big names. For brands like us to stand out, innovation is critical. Chai-Fi is one such innovation. It brings joy in people’s lives while opening up a world of possibilities.”

    Dentsu Webchutney chief creative technologist Gurbaksh Singh said,“Right technology can solve all our problems, big or small. Chai-Fi is a simple yet innovative idea that combines the trend of free wi-fi with human desire of information and entertainment.”

    Chai-Fi holds the promise of bringing more people to the internet while serving as a model for more such innovations.

  • ScoopWhoop launches in-flight feed

    ScoopWhoop launches in-flight feed

    MUMBAI: ScoopWhoop has announced the launch of its in-flight feed to give access to exclusive tailor-made content while flying above 16000 feet. The content publisher is the first to unlock this innovation, and is aiming to disrupt the industry, to re-look the way audience consumes content on-board.

    While in-flight services are a common practice, ScoopWhoop’s latest addition to its app unlocks the feed, allowing users to read content while flying without internet connectivity. The feature which is currently in its beta version, appears as a push notification only when one is on airplane mode and flying above 16000 feet (cruising altitude). The feature will dissolve once there is a descend in the altitude.

    The in-flight feed has been conceptualised by Dentsu Webchutney.

    ScoopWhoop Media co-founder and chief product officer Debarshi Banerjee says, “This is the first time that a content publisher has forayed into distributing content basis behavioural patterns for airborne consumers. ScoopWhoop’s aim has always been to become a customer product and continue to revamp the strategy to innovate with the changing environment. We are hoping that the new update will help us build a further close connect with our audience.”

    Dentsu Webchutney chief creative technologist Gurbaksh Singh adds, “Flying in India is mostly a boring experience due to unavailability of in-flight entertainment services. We are delighted to collaborate with ScoopWhoop to develop an innovative feature that will change the way audience consumes content. It was fun building the feature; we have deployed over 500 hours in air while testing the feasibility of the feature.”

  • ‘Sweat It To Get It’, recommends Gatorade

    ‘Sweat It To Get It’, recommends Gatorade

    MUMBAI: The iconic sports drink brand has come up with a vending machine that dispenses Gatorade only if you work up a sweat…In line with its international brand positioning, Gatorade India has kicked off its new campaign with ‘Sweat It To Get It’.

    Gatorade, PepsiCo’s sports beverage brand which claims to be the world’s no.1 sports drink, has created a vending machine that senses your body heat before dispensing a Gatorade. The machine encourages users to first work up a sweat by doing any physical activity like running or jumping jacks and then stand in front of the machine. If a user is sweating enough, the machine automatically dispenses a Gatorade!

    The machine was set up at the Fitness First Gym in New Delhi.

    Gatorade, PepsiCo India region manager brand marketing Raghav Mehta says, “The brand promise is simple – Gatorade helps replace what you lose in sweat during exercise. This machine not only helps demonstrate that in a fun yet effective way but also explains how exactly the sports drink works for your body.”

    The agency behind the idea Dentsu Webchutney chief creative technologist Gurbaksh Singh says, “The machine draws inspiration from the drink itself. When you exercise, muscles generate heat, increasing your body temperature. That’s precisely when you need Gatorade to restore the lost fluids in the process. We used Thermal Imaging to assess a user’s body heat. When it reached a pre-determined threshold, the machine dispensed a Gatorade. So in a way, it knows when you need a Gatorade!”

    “What makes this idea different from other activities is that we have created something that not only explains the simple science behind the product but is fun, relevant and creates real-time human responses. The vending machine just makes you earn your Gatorade with your sweat. Sweat it, get it. Simple,” adds Dentsu Webchutney client services director Ashish Kaushik.

    Gatorade’s proven, scientific formula has remained unchanged for more than 40 years and continues to quench thirst, replace fluids and electrolytes, and provide carbohydrate energy to help athletes get the most out of their performance. Gatorade comes in three distinct flavors: Orange, Lemon and Blue Bolt and is available in RTD (Ready to Drink) and Sports Mix (Powder sachet) formats.

  • ‘Sweat It To Get It’, recommends Gatorade

    ‘Sweat It To Get It’, recommends Gatorade

    MUMBAI: The iconic sports drink brand has come up with a vending machine that dispenses Gatorade only if you work up a sweat…In line with its international brand positioning, Gatorade India has kicked off its new campaign with ‘Sweat It To Get It’.

    Gatorade, PepsiCo’s sports beverage brand which claims to be the world’s no.1 sports drink, has created a vending machine that senses your body heat before dispensing a Gatorade. The machine encourages users to first work up a sweat by doing any physical activity like running or jumping jacks and then stand in front of the machine. If a user is sweating enough, the machine automatically dispenses a Gatorade!

    The machine was set up at the Fitness First Gym in New Delhi.

    Gatorade, PepsiCo India region manager brand marketing Raghav Mehta says, “The brand promise is simple – Gatorade helps replace what you lose in sweat during exercise. This machine not only helps demonstrate that in a fun yet effective way but also explains how exactly the sports drink works for your body.”

    The agency behind the idea Dentsu Webchutney chief creative technologist Gurbaksh Singh says, “The machine draws inspiration from the drink itself. When you exercise, muscles generate heat, increasing your body temperature. That’s precisely when you need Gatorade to restore the lost fluids in the process. We used Thermal Imaging to assess a user’s body heat. When it reached a pre-determined threshold, the machine dispensed a Gatorade. So in a way, it knows when you need a Gatorade!”

    “What makes this idea different from other activities is that we have created something that not only explains the simple science behind the product but is fun, relevant and creates real-time human responses. The vending machine just makes you earn your Gatorade with your sweat. Sweat it, get it. Simple,” adds Dentsu Webchutney client services director Ashish Kaushik.

    Gatorade’s proven, scientific formula has remained unchanged for more than 40 years and continues to quench thirst, replace fluids and electrolytes, and provide carbohydrate energy to help athletes get the most out of their performance. Gatorade comes in three distinct flavors: Orange, Lemon and Blue Bolt and is available in RTD (Ready to Drink) and Sports Mix (Powder sachet) formats.

  • Dentsu Webchutney bags a Gold and a Silver at the Olive Crown Awards

    Dentsu Webchutney bags a Gold and a Silver at the Olive Crown Awards

    MUMBAI: Dentsu Aegis Network’s digital agency Dentsu Webchutney was honoured with two awards at the sixth edition of the Olive Crown Awards that was held on 9 March.

    It won a Gold in the Press – Consumer Products category while Akshay Anand brought home a Silver in the “Young Green writer of the Year” category. Dentsu Webchutney won both the awards for its Help us green – Sow, Don’t Throw campaign.

    About the campaign:
    In India, most of the puja samagri (religious material) makers use images of gods on their products to boost sales. Once the product gets consumed, the devotees face the dilemma of disposing of such packets.

    While some leave these packets under trees, others immerse them in rivers. No matter what the mode of disposing is, the packets end up affecting the nature or the religious sentiments.

    Help us green had similar concerns over the launch of their new incense. And therefore, they wanted a packaging solution that could give the devotees a green way to dispose of their packets. In order to meet this objective, Dentsu Webchutney joined hands with Help us green to come up with the idea of plan table packaging for puja materials.

    The packet is made from seed paper that is infused with Tulsi (Basil) seeds and uses ink made from vegetable dyes. Once the product gets consumed, the devotees can plant the package in a pot and be greeted by a Tulsi plant in a few days.

    Commenting on the win, Dentsu Webchutney chief creative technologist Gurbaksh Singh said, “We are absolutely pleased to have won these awards. What makes it even more special is the fact that it comes for a work that’s different from what we have been doing.”

  • Dentsu Webchutney bags a Gold and a Silver at the Olive Crown Awards

    Dentsu Webchutney bags a Gold and a Silver at the Olive Crown Awards

    MUMBAI: Dentsu Aegis Network’s digital agency Dentsu Webchutney was honoured with two awards at the sixth edition of the Olive Crown Awards that was held on 9 March.

    It won a Gold in the Press – Consumer Products category while Akshay Anand brought home a Silver in the “Young Green writer of the Year” category. Dentsu Webchutney won both the awards for its Help us green – Sow, Don’t Throw campaign.

    About the campaign:
    In India, most of the puja samagri (religious material) makers use images of gods on their products to boost sales. Once the product gets consumed, the devotees face the dilemma of disposing of such packets.

    While some leave these packets under trees, others immerse them in rivers. No matter what the mode of disposing is, the packets end up affecting the nature or the religious sentiments.

    Help us green had similar concerns over the launch of their new incense. And therefore, they wanted a packaging solution that could give the devotees a green way to dispose of their packets. In order to meet this objective, Dentsu Webchutney joined hands with Help us green to come up with the idea of plan table packaging for puja materials.

    The packet is made from seed paper that is infused with Tulsi (Basil) seeds and uses ink made from vegetable dyes. Once the product gets consumed, the devotees can plant the package in a pot and be greeted by a Tulsi plant in a few days.

    Commenting on the win, Dentsu Webchutney chief creative technologist Gurbaksh Singh said, “We are absolutely pleased to have won these awards. What makes it even more special is the fact that it comes for a work that’s different from what we have been doing.”

  • Liquor Ticker World’s first ad ticker on WhatsApp

    Liquor Ticker World’s first ad ticker on WhatsApp

    MUMBAI Cafe TC and  the digital agency from the Dentsu Aegis Network – Dentsu Webchutney have created Liquor Ticker, claiming it to be the world’s first ad ticker on the popular messenger WhatsApp.

    Cafe TC, earlier known as Turquoise Cottage, was on the lookout for a low-budget campaign to promote its makeover to target mainly its patrons. Executed by Dentsu Webchutney Innovation Lab, Liquor Ticker converted Cafe TC’s status into a running ticker and the profile pics into ever-changing Graphics Interchange Formats (GIFs) to show a vast variety of content – from its brand new logo to the new menu and a host of offers. Users could send a screenshot of an offer they liked to avail of it at the bar.

    “Our brief was clear to the agency. Promote our revamp in a way never done before, but of course, with a limited budget!” revealed Cafe TC founder Gaurab Soral. He added, “When the agency told me that they planned to use WhatsApp, I was a little sceptical since WhatsApp doesn’t offer any official ad space! And we’re not the kind of brand that would spam its users.”

    Dentsu Webchutney Innovation Lab CCT Gurbaksh Singh said, “We were toying with this idea for quite some time now, but were looking for that perfect match. With a little play of technology, read that as modifying WhatsApp’s API (Application Program Interface), we created an ad space on a medium that doesn’t have any! Liquor Ticker might just open the floodgates of advertising on WhatsApp.”

    Last year, Cafe TC along with Dentsu Webchutney came up with the award-winning Happy Hours Rewind where users could turn back time and extend the happy hours by tweeting more and more.

  • Dentsu Webchutney’s #HappyHourRewind concept; clocks up happiness

    Dentsu Webchutney’s #HappyHourRewind concept; clocks up happiness

    MUMBAI: Coming fresh out of the Dentsu Webchutney Innovation Labs, a subsidiary of the Dentsu India Group, is a campaign that gives the over abused category of Happy Hours a much needed twist. Launched at Turquoise Cottage, a youngsters frequented pub, #HappyHoursRewind allowed people to, simply, turn back time. With a quick tweet, they could rewind the clock and make sure that happy hours never ended!

     

    “Hundreds of bars all over the world run the same old schemes of extending Happy Hours, which begs the question – what does a bar have to do to stand out?” said Dentsu Webchutney Innovation Labs chief creative technologist Gurbaksh Singh.

     

    Elucidating on the campaign he said, “The aim was to infuse freshness into the concept of ‘Happy Hours’ through technology.  For this idea, we experimented with an old school analogue clock, and integrated it with the digital sphere through twitter. We hacked into the clock and engineered it to move anti-clockwise when specific tweets were sent, giving us a way to rewind time.”

     

    This campaign received more than 250 tweets in a single night, and resulted in Happy Hours going on till midnight even though the clock still showed 9pm!

     

    The installation was set up in Turquoise Cottage and patrons were invited between 7pm – 9 pm to tweet with their views on ‘Why happy hours shouldn’t end’ using hashtag #Happyhoursrewind.

     

    This is a pilot campaign that was undertaken at Saket outlet and will be replicated at other locations too, shortly.

  • Ad agencies compete in Yahoo! Hackathon

    Ad agencies compete in Yahoo! Hackathon

    NEW DELHI: Yahoo! India has announced the successful completion of its first ever Agency Hack in India, the first to be held outside the United States.

    The 24-hour non-stop Hackathon was held at Gurgaon on 2 and 3 November. The event saw participation from leading advertising agencies with teams from Delhi, Bangalore and Mumbai competing to come up with smart digital and tech-powered solutions to address real-life challenges.

    In the past, Yahoo! has organized successful Agency Hacks in New York with large advertising groups such as WPP and Publicis.

    Agency teams comprising developers, designers, user-experience specialists, copy-writers, media planners and digital strategists got together to come up with innovative ideas and build prototype solutions within 24 hours. Participating teams could choose to either build a campaign-based solution or a product-based one using technologies from Yahoo! and other players. Seven agencies, including Ogilvy, Webchutney, Sapient Nitro, ad2c, Digitas, Indiatimes and Reprise Media participated in this event.

    Eight working prototypes ranging from mobile applications, to companion apps in a living room experience, to social apps for voting and blood donations, were completed in the frenzied 24-hour hacking event.

    The hacks were adjudged by a team comprising technology, media and marketing experts. The Gold Prize was won by the team from Web Chutney (Mandeep Singh, Sattvik Mishra, Gurbaksh Singh, Abhishek Saxena and Akshay Raheja) with their whacky utilitarian hack ‘Y! Loo‘ – a hardware-led hack that usesYahoo! Messenger and allows users to remotely check the status of the office loos (and conference rooms). Users can knock on the door if the loo is engaged and it is smart enough to notify the user back, once vacant. Team Digitas (Akshat Bhardwaj, Prosenjit Som, Sidharth K Dhanda, Vivek R Sharma) walked away with the Silver Prize for their twitter-based hack “Twinority Report”, a tweet investigator that anticipates criminal intentions ranging from drug abuse to suicide to serious national threats by analyzing keyword patterns. Bronze Prize was won by Sapient Nitro (Syed Suffiyan, Parag Gajjar) for their movie viewing companion experience platform “Lens”.

    “It feels awesome to have won at the first-ever Agency Hack in India. For this event we wanted to solve a problem that we ourselves face and that‘s how we came up with the Y Loo. We are five people in our team, and only one has been to the US. So a trip to participate in the international hack event is thrilling. We are so kicked about it!”, said Sattvik Mishra, from the winning team from Web Chutney.

    The Agency Hack was one of the initiatives that Yahoo! hosted in the run up to the prestigious Yahoo! Big Idea Chair Awards. This year‘s Yahoo! Big Idea Chair, has received a significant 383 entries across 8 categories. The entries will be evaluated and judged by a panel of 16 eminent jury members from diverse sectors within the marketing and advertising world. The panel will shortlist three outstanding campaigns in each of the 8 categories: Best Use of Display Advertising, Best Online Video Advertising, Best Use of Social Media, Best Use of Technology, Best Use of Mobile Advertising, Best Use of Search, Digital 360, andYahoo! Big Idea Chair Award. They will also select the Grand Winner from amongst all the entries received across all categories. The winners will be announced at a gala event in Mumbai on 9 November.