ITV

Tag: Narayan Devanathan

  • Swati Bhattacharya to lead Dentsu Mama Lab

    Swati Bhattacharya to lead Dentsu Mama Lab

    MUMBAI:  Swati Bhattacharya, the former national creative director at JWT, who was associated with the company for 22 years, has joined Dentsu India as its principal partner – creative, to take the helm at its new project Mama Lab.

     

    Started originally in Tokyo by Dentsu in 2013, and now to be introduced in India, the idea of Mama Lab is to create an ever-expanding picture of mothers in India, by tracing their personal histories across cities and villages and in-between places to answer a quintessential question on Indian mothers – Who is she? It will be an ongoing visual and oral biography of Indian mothers.

     

    “Dentsu Mama Lab aims to be a thought leader on mothers, motherhood and mothering. Understanding the different facets of a mother is what will make brands connect meaningfully with them. I’m delighted to have Swati Bhattacharya lead this initiative in India. Her enormous experience of working on brands that have had deep meaningful connections with mothers will be the credible foundation of Dentsu Mama Lab. ‘Good Innovation’ is the essence of the Dentsu brand and Mama Lab is a vivid demonstration of it,” said Dentsu India executive chairman and APAC CEO Rohit Ohri.

     

    In recent years, Swati Bhattacharya, a mother of two, was particularly responsible for building an enduring relationship with Horlicks (GSK India) and its several avatars, especially highlighting the sensitivities of the mother, wife and homemaker for the brand. Her experience in building such ‘mother’ and ‘women-oriented’ brands and taking up leadership positions in the corporate world makes her perfectly poised to head Mama Lab.

     

    Excited to head the latest initiative at Dentsu India, Bhattacharya remarked, “Men have a habit of putting mothers on a pedestal, as if she is a person who needs to be worshipped more than be understood. There is a woman inside every mother, who is not all perfect, not all ‘Devi’, not all giving; and women know that but it’s time for marketers to know that too. It’s been years that I have spoken to only women as my consumers and tried to forge an intimacy that’s born out of truth. Mama Lab gives me an opportunity to speak to women in our own language, in our own way, we might not all be perfect but we are the best that we can be! I am so glad I won’t have to fake my interest in men anymore. I am looking forward to sell to women by pressing their security buttons and not their insecurity buttons”.

     

    Much like motherhood that promises rich rewards through its firsthand trials, Mama Lab will evolve through experience and experimentation in both method and output.

     

     “As with everything Indian, we know there is no such singular entity as The Indian Mother, and we wouldn’t want to embark on a quixotic adventure of that sort in the first place. What we will attempt to do is to create an ever-expanding picture of mothers in India, much like a perpetually-growing, always-complete-but-never-truly-complete jigsaw puzzle. As an outcome, our goal will be to gain insights into mothers and motherhood in India that will truly go beyond oft-repeated motherhood statements”, said Dentsu India  executive vice-president and national planning director Narayan Devanathan, who will be closely working with Bhattacharya on Mama Lab.

     

    Mama Lab will be positioned in the public domain as a platform for mothers and brands to engage with one another and benefit from.

  • Honda CB Trigger TVC lures the youth, ask them to ‘Untame’

    Honda CB Trigger TVC lures the youth, ask them to ‘Untame’

    MUMBAI: With a new TVC, Honda aims to strengthen its 150cc sports bike segment. The automobile manufacturer is now positioning its new offering CB Trigger as ‘fun of riding for the youth’.  

    Created by Dentsu Marcom, the 30 second TV campaign showcases a young man’s life filled with dilemmas. How it is not in his control and how everyone in his generation is pressed to be put through a factory of conformity. Honda CB Trigger through the campaign, says ‘No More.’ The new TVC calls the youth as it asks them to ‘Untame’.

    The film starts with the backdrop of a jingle (about a domesticated ‘cutie pie’), where the protagonist is being tamed by his friends, girlfriend and other members of the society in their own ways. The voice over in the background asks: “Do they make my choice? Do they define my life? Do they make my destiny?” Honda’s new bike is trigger for him to realise that enough is enough and he breaks the shackles of society saying: “I don’t belong to them. I belong to myself.”

    “The new CB Trigger combines the raw power of 150 cc and macho styling. So we asked, ‘Why tame yourself?’ Youth enjoy college life and the life after because it seems to liberate them from the 12 years of schooling. Little do they realise that there is another kind of schooling that follows them in these and the following years. Fact is, people around you continue to teach you, what is cool, what isn’t, they tell you that you must join a gym, build your muscle, party hard etc. The new CB trigger gives them a physical tool to break out of all this and live by themselves,” said Dentsu Marcom national creative director Titus Upputuru.

    Commenting on the campaign Dentsu India executive vice president and national planning director Narayan Devanathan said: “The simple but key insight into the life of the 18-year-old prospective biker is this: at a time when the 18-year-old is tasting freedom for the first time, the shackles of conformity try to bind him, hold him back, and worse, define him for who he really is not. Along comes Honda to remind him that there is indeed a time and a place to become domesticated. And that the new Honda CB Trigger is here to take him far, far away from them.”
     

  • Toshibas passion for cricket unlocked by Dentsu Marcom

    Toshibas passion for cricket unlocked by Dentsu Marcom

    MUMBAI: Dentsu Marcom has brought out a new campaign for Toshiba – India’s latest Cricket Series LED televisions.

     

    The aim of the campaign which will be on TV, retail and digital is to showcase the television in a distinctive and never-before manner. For a consumer who is evolved and understands technology, in a category where picture quality and design are hygiene and a market where competitors peg bets on superior technology features to stay current, the challenge in front of the agency was to stay away from the twin clutter of  television set ads and cricket/sports ads.

     

    “If you’ve ever sat in front of the TV when Chris Gayle hammers one of his sixes but have no idea where the ball went, because the TV couldn’t capture it; if you’ve ever looked at the brown blotch on the screen on which Ravi Shastri was pacing and giving out his pundit-like pitch report and wondered what he was able to see there; if you’ve ever wondered at why the ground looks greener when you’re in the stadium versus on the TV; if you’ve ever wondered why your eyes and ears and your cricket-crazed senses never seem to have the richest cricket-enjoying experience on any TV until now, the all-new Cricket Series LED televisions from Toshiba was made just for you. So you can Enjoy. Every. Bit. As a cricket Fanatic myself, I could relate easily to the frustrations of the Fanatic that must have been the inspiration for Toshiba to develop this TV. And so when we set out to create the communication for it, we saw it more as a reverent offering to the Cricket Fanatic than as a mere ad,” said Dentsu India Group EVP and national planning head Narayan Devanathan.

     

    All the clichés about cricket being a religion in India notwithstanding, one thing is clear when an experience promises to be so rich, you will want to miss nothing. Hence the proposition: Enjoy. Every. Bit.

     

     “We’ve seen so much cricket advertising in this country. We’ve also seen so much of TV advertising on TV. The idea was to do something unique that stands out off the clutter and makes Toshiba Cricket TV the best way to consume cricket. The insight was that when you want to enjoy something, you want to enjoy every bit of it. So with the Toshiba Cricket TV, a cricket fan can now enjoy every gasp and every gulp of the game,” said Dentsu Marcom NCD Titus Uppturu.

  • 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.”