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Tag: Surjo Dutt

  • Madhur Sugar and Dentsu Creative Webchutney promote The Good Cut

    Madhur Sugar and Dentsu Creative Webchutney promote The Good Cut

    MUMBAI: Madhur Sugar, in a sweet partnership with Dentsu Creative Webchutney, is shaking up the packaging world with The Good Cut, a simple yet radical redesign aimed at tackling India’s alarming microplastic problem. With India churning out a staggering 391,879 tonnes of microplastics annually – that’s 18 Statues of Liberty’s worth of tiny plastic terrors – something had to give.

    The culprit? Our casual corner-cutting habit. You know, that satisfying snip when opening a packet? Turns out, those tiny plastic shards are ditching the recycling bin and diving straight into the environment. Madhur Sugar’s The Good Cut flips the script, literally, guiding consumers to cut horizontally instead of tearing corners. A mere 5 cm shift, yet a potential game-changer.
     

    Ravi Gupt Surjo Dutt

    Shree Renuka Sugars executive director  Ravi Gupta declared, “Environment and sustainability have to be goals of a responsible business. Our packs are 100 per cent recyclable! But we realized that a corner piece of them never made it to recycling plants as it is trashed directly. That had to change.” He added, with a hint of optimism, “We hope this innovation sparks a movement, encouraging more brands to embrace The Good Cut and rethink packaging for a cleaner future.”

    Dentsu Creative Webchutney chief creative officer Surjo Dutt  chimed in, “Creativity is about solving real problems with ideas that fit seamlessly into everyday life. The Good Cut does just that – transforming a habitual action into an eco-friendly choice. A 5cm cut may seem tiny, but in the fight against microplastic pollution, it’s a step toward something bigger.”

    Available in select stores, The Good Cut is set to launch a digital, social, and outdoor blitz, aiming to turn this packaging tweak into an industry-wide revolution. It’s not just about sugar; it’s about a sweet solution to a sticky problem.

  • FCB India announces its newly elevated C-Suite leadership team

    FCB India announces its newly elevated C-Suite leadership team

    MUMBAI: FCB Group India recently announced the restructuring of its creative agencies and a new three agency structure – FCB Ulka, FCB Interface and FCB India. FCB India, the newest agency in the fold, led by Swati Bhattacharya as the creative chairperson, has now announced its newly elevated C-Suite leadership team. FCB India will be led by Debarpita Banerjee as chief executive officer, Surjo Dutt as chief creative officer and John Thangaraj as chief strategy officer.

    In an increasingly digitised marketplace of ever-increasing options, influencing consumer choice has become more complex than ever before. It is this tremendous complexity that informs FCB India’s belief system: that siloed, medium-first thinking is no longer enough to build powerful brands in today’s world. FCB India aims at bringing a multi-disciplinary approach to creative ideation, drawing from fields as varied as design and data to media and marketing, the company said in a statement on Thursday.

    FCB India creative chairperson Swati Bhattacharya, said, “When Debbie, Surjo, and John enter the room to solve a problem…you know it will be done. Very rarely do you see such chemistry and energy in the boardroom. They can afford to be terribly honest with each other, and that directly makes the idea shiny and the brand shinier!”

    Debarpita Banerjee joined FCB in 2016 as president- North & East and now heads the agency as the CEO. A seasoned business leader with prior experience in both marketing and advertising, she headed marketing for National Geographic India in her previous role. She is a content enthusiast and also leads Fuel- the branded content and production arm at the agency.

    Surjo Dutt joined FCB in 2016 as national creative director. In his previous role, he was heading creative for specialist digital agency Sapient Nitro. Dutt combines over two decades of advertising experience across both mainline and digital with a strong focus on filmmaking and creative disruption.  

    John Thangaraj joined FCB in 2016 as executive planning director. In his previous role, he was head of strategy- North for Mindshare. Thangaraj brings close to twenty years of marketing communications expertise to the table, having worked across the ecosystem- from qualitative research & brand marketing to account planning, media strategy, and advertising.

    Speaking on this new developement, FCB Group India chairman & CEO Rohit Ohri said, “Hybrid thinking truly begins with hybrid talent. Debbie, Surjo and John’s diverse experience across content marketing, media strategy and digital storytelling, respectively, uniquely positions them to deliver to the challenges of building and growing brands in today’s complex, ever-changing marketplace”.

    “Debbie, Surjo & John have been instrumental in growing the FCB brand across new clients, categories and markets. Having spent half a decade working with each other, they play off each other’s strengths, bring multiple perspectives to the table and form a formidable base from which to further consolidate the tremendous equity they have already built. I wish them the best in their new roles and have no doubt that they will lead FCB India into a new era of success,” Ohri added.

  • Vistara releases unique, yoga-based safety video filmed outdoors across India

    Vistara releases unique, yoga-based safety video filmed outdoors across India

    NEW DELHI: Full service carrier, Vistara has released its first-ever in-flight safety video that will be displayed in its brand-new Airbus A321neo and Boeing 787-9 Dreamliner aircraft. The new safety video combines the necessary safety instructions demonstrated through various Yoga asanas or postures.

    Vistara has developed the safety video in collaboration with its creative agency, FCB India. The videos will be played in Hindi and English.

    The key objective of the video is to demonstrate safety instructions in a visually appealing manner to hold the interest and attention of customers. It also aims to take customers on a relaxing journey to some of the most picturesque and off-beat locations across the length and breadth of India, showcasing the best of what the country has to offer as a travel destination, the company said in a press statement.

    Vistara’s CCO Vinod Kannan, said, “There was no better way to show Vistara’s Indian roots and its global, contemporary outlook than this. Yoga is one of India’s greatest gifts to the world, practiced by hundreds of millions of people, and our country’s diverse landscape continues to surprise natives and visitors alike. The video combines both these aspects with an important safety briefing to help travelers remain not just safe, but also arrive feeling fresh at their destinations.”

    FCB national creative director Surjo Dutt said, “Most safety instructions videos go unnoticed, playing in the background on our flights. But this one keeps you hooked from the very beginning. The essence of India – Yoga, clubbed with the awe-inspiring offbeat Indian destinations, wrap the life-saving safety briefing in the fabric of Incredible India. It gives passengers something unprecedented to watch.”

  • Carmesi launches its latest campaign ‘The Period Girl’

    Carmesi launches its latest campaign ‘The Period Girl’

    MUMBAI: Carmesi – India’s first premium biodegradable sanitary napkin launched their awareness campaign, The Period Girl this week. The campaign conceptualised by FCB Ulka is an innovative depiction of underprivileged girls on periods, frame by frame. The beautiful storytelling behind the frames conveys the message that for women, life shouldn’t stop, when periods start! Instagram Stories are massive. Everyone who’s anyone loves them. Top brands use Stories on a regular basis. It is said that on an average an Instagrammer spends 25 to 30 minutes tapping on Stories. What better reason for a brand that was built on Instagram to do their first CSR campaign – using Stories as a medium.

    Carmesi works closely with a group of NGOs together they have a social initiative called Unified In Red. They organise workshops on Menstrual Health for underprivileged girls. They donate pads to girls in need, educate them about their bodies, teach them good hygiene practices and encourage open conversations around menstruation. Every pack of Carmesi bought goes into funding these activities.

    Speaking on the occasion, Carmesi founder Tanvi Johri says, “This campaign is very close to our hearts because it’s a beautiful depiction of a rather painful reality. To see the period girl in all her childhood innocence, being crippled by something as basic as Periods touches a chord in people. It forms an instant connect with the viewer. And it doesn’t just end there; it gives the viewer an opportunity to help keep her going by directing them to our social initiative – Unified In Red, by educating them about the efforts we have undertaken to make period positivity a reality.”

    FCB Ulka national creative director Surjo Dutt says, “It’s a great way to start an Instagram only CSR awareness campaign. First for FCB Ulka and rare for Indian brands.”

    Spearheading the campaign, FCB Ulka group creative director Anusheela Saha says, “We felt the Instagram Stories tapping action could be put to a good use. So we created Story frames like stop-motion animation frames. Tapping on could make the period girl keep moving on, so that she doesn’t stop when her periods start. It’s engaging and yet cause centric.”

  • RoohAfza targets millennials in latest campaign

    RoohAfza targets millennials in latest campaign

    MUMBAI: RoohAfza, a refreshment beverage for over 100 years, has been India’s favourite drink for generations. This summer, the brand launched its new TVC campaign called #GhulkeJiyo, celebrating India’s unity in diversity.

    The campaign crafted and conceptualised by FCB Ulka stays true to what RoohAfza is, but finds a way to connect with Indian millennials who are progressive yet immensely proud of their culture.

    Hamdard chief sales and marketing officer Mansoor Ali says, “Every time we come up with a new campaign, we want to address a key issue that is prevalent in our society. Being a 111-year-old drink and loved by consumers across all age groups and segments, RoohAfza has stood the test of time, not solely because it’s a great refresher, but because at its core it stands for something far larger — togetherness! This campaign is a call for everyone to come together and live in harmony.”

    FCB Ulka president Debarpita Banerjee adds, “RoohAfza is a lot more than a refreshing beverage. For a lot of us it is nostalgia in a bottle. Along with its natural ingredients, beautiful colour and unique taste, it is also a drink that almost had the power to bring people together, cutting across all age groups, belief systems and geographies. And this was the task we set upon ourselves. To re-introduce this iconic stature to the younger generations of our country.”

    RoohAfza is a sharbat in a bottle, but the magic happens when it is mixed and mingled with things. RoohAfza, in its refreshing way asks India to come together and celebrate the ‘unity in diversity’ that it stands for. The new insight-based campaign showcases this in a montage film depicting different scenarios and a background score taken form a very popular evergreen song “Yeh hai Bombay Meri Jaan” from the film CID.

    FCB Ulka national creative head Surjo Dutt mentions, “The challenge was to make a 100-year-old iconic drink relevant for the youth of today. Only when we mix and mingle with each other is when we truly come together. Just like Roohafza’s unique taste which comes out only when it is mixed with something else. It was an absolute pleasure bringing this idea to life using an iconic song, paired with heart-warming visuals.”

  • FCB Ulka launches Bushfire for startups

    MUMBAI: FCB Ulka, a leading, fully integrated marketing communications agency today announced the launch of their highly-hybridized service Bushfire, a one stop shop for start-ups.

    With the emergence of start-ups, there cropped up the need of a specialized agency model to comply to their needs. Since these set- ups require select services, the need to break the conventional organization structures complimented with agility formed the premise of the prototype – Bushfire. epic shit. without bullshit.

    Bushfire is new kind of marketing and communications agency that is equipped to provide start-ups with all the services they would require in a menu format. It’s as simple as ordering food, off the menu! The model of typical start-ups defies structure and to serve the start-ups best, so do we! The Bushfire team includes handpicked multi-talented professionals who approach the task with fluidity- serving the need of the hour; to flit in and out of multiple diverse tasks seamlessly, across departments ranging from art, crafting, planning, film making and execution without the conventional shackles of three vendor quotes or the likes akin the ‘Shapeshifters’.

    Commenting on the launch, Rohit Ohri, Group Chairman and CEO of FCB India, said, “Startups are looking for ways to prove traction to investors and are generally operating on borrowed capital with a short runway – time is always of the essence and results are imperative for their survival. They are looking for an agency with a different mindset.”

    “At Bushfire, we’re creating a ‘maker movement’. We’ve built a team with a ‘maker’ mindset – deeply hybridized and capable of partnering start-ups in the building of a product or service, a business and a brand. And when you add speed and great ROI to that, you have a truly unbeatable proposition” Rohit added.

    Surjo Dutt, NCD, FCB Ulka, doubles up as the NCD for Bushfire and will be closely working with Romit Nair, Creative Head, Bushfire. In his role, Romit Nair will report to Surjo Dutt.

    Bushfire’s CRM division which continue to be managed by Satish Ramachandran.

    Commenting on the launch, Surjo Dutt, National Creative Director, FCB Ulka and Bushfire says, “While the re-energised and rebooted FCB ULKA charges forward with its agenda for clutter breaking, market moving work on its massive brands, the need for another offering with a different set of objectives and offerings has become more and more apparent. Which is why Bushfire. A small, agile, multi-skilled and deeply hybridized team of creative strategists, put together to partner startups primarily and clients looking for mould breaking solutions as projects, secondarily.”

    He added, “A team of writers, art directors, audio visual content creators and creative strategists who think, create and produce EPIC brand solutions tailored specifically to startup and project needs. Bushfire is lean, mean, hungry and game ready. With fire in our bellies and passion in our pens we want to create epic shit, without bullshit.”

    The operations for Bushfire are running full throttle with some recent business and project wins.

  • ‘Don’t be a spectator!’ says Bausch and Lomb

    ‘Don’t be a spectator!’ says Bausch and Lomb

    MUMBAI: Bausch and Lomb, a leading global healthcare company, touches upon an interesting twist in their new campaign crafted by FCB Ulka. The twist of being in close proximity to what one really wants, and yet eventually missing out on them. Hence leaving one a spectator in certain situations, when they could have clearly been an active participant.

    Talking to young life enthusiasts, who are out there grabbing opportunities, packing their days and their nights, the Campaign makes this point with wit and humor. Through two situations – a mega sale offer, and a high octane rock show, the idea is brought to life.

    Bausch & Lomb managing director India & SAARC Sanjay Bhutani said, “By introducing ‘IConnect’ contact lenses we are targeting at bottom of the pyramid to expand the overall category. Bausch & Lomb brand is a great asset and this campaign would further help to build & take the brand to the next stage.”

    Bausch & Lomb commercial director, business unit head, vision care Indranil Chakravarty added, “The contact lens user base is low in India due to various myths and perception which are far from reality. We are trying to expand the category and create awareness.”

    FCB Ulka national creative director Surjo Dutt said, “Bausch &Lomb breaking a TV campaign after eight years made the challenge juicier. The objective was very clear – reach out to the youth and bring them into the category. So we created communication based on the simple insight that in today’s world, it doesn’t take more than a second to miss a great opportunity,” he added.

  • ‘Don’t be a spectator!’ says Bausch and Lomb

    ‘Don’t be a spectator!’ says Bausch and Lomb

    MUMBAI: Bausch and Lomb, a leading global healthcare company, touches upon an interesting twist in their new campaign crafted by FCB Ulka. The twist of being in close proximity to what one really wants, and yet eventually missing out on them. Hence leaving one a spectator in certain situations, when they could have clearly been an active participant.

    Talking to young life enthusiasts, who are out there grabbing opportunities, packing their days and their nights, the Campaign makes this point with wit and humor. Through two situations – a mega sale offer, and a high octane rock show, the idea is brought to life.

    Bausch & Lomb managing director India & SAARC Sanjay Bhutani said, “By introducing ‘IConnect’ contact lenses we are targeting at bottom of the pyramid to expand the overall category. Bausch & Lomb brand is a great asset and this campaign would further help to build & take the brand to the next stage.”

    Bausch & Lomb commercial director, business unit head, vision care Indranil Chakravarty added, “The contact lens user base is low in India due to various myths and perception which are far from reality. We are trying to expand the category and create awareness.”

    FCB Ulka national creative director Surjo Dutt said, “Bausch &Lomb breaking a TV campaign after eight years made the challenge juicier. The objective was very clear – reach out to the youth and bring them into the category. So we created communication based on the simple insight that in today’s world, it doesn’t take more than a second to miss a great opportunity,” he added.