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Tag: Taproot Dentsu

  • Taproot Dentsu’s new ad for GM Fabrics is all about the ‘Fabric of Home’

    Taproot Dentsu’s new ad for GM Fabrics is all about the ‘Fabric of Home’

    Mumbai: Highlighting what makes a space feel like home, Taproot Dentsu – a dentsuMB Company & a creative agency from the house of dentsu India, has launched a fresh campaign in association with Homegrown producers of jacquard decorative fabrics, GM Fabrics.

    The campaign – comprising four TVCs, taps into various moments created at home and the sweet, playful relationships that exist within them.  

    “Our objective of getting into communication with the help of the strategic team at Taproot Dentsu was very clear – to imprint GM on people’s minds and hearts before we occupy a place in their homes,” said GM Fabrics MD Gurvinder Singh.”The campaign has beautifully brought out relationships that exist at home and has infused it seamlessly with GM giving it a richer and more deeper connection with the product and brand.”

    Talking about the inspiration behind the ad, Taproot Dentsu senior creative director Purva Ummat added, “We felt it was important to let people get familiar with the brand GM Fabrics and thus, came up with this sweet device of expanding GM to mean the many wonderful and joyous moments that home represents. Each film in this campaign revolves around one such moment.”

  • Honda says ‘life runs on two wheels, not one’ in new Activa campaign

    Honda says ‘life runs on two wheels, not one’ in new Activa campaign

    Mumbai: Honda Motorcycle & Scooter India (HMSI) has unveiled a special film to encapsulate the emotions of millions of Indians as the country gets back on its feet while navigating through the pandemic.

    Conceptualised by Taproot Dentsu, an ad film titled ‘India Ke Do Pahiye’ celebrates the ‘Never Give Up’ spirit of Indians as they gear up to return and resume their routines –with a spoonful of courage, renewed hope, and confidence. 

    “As we look at our country and how it is getting back into shape, we felt that actually all of us are contributing towards it by being the two wheels of India. Each one of us is doing our bit to get India back on its feet,” said Taproot Dentsu creative head Titus Upputuru, who is also credited for the lyrics of the creative.

    “This campaign is a salute to the relentless spirit of India and only a leader brand like Activa can do this kind of salutation. The brief was to capture this spirit & movement of India bouncing back,” stated Upputuru. “Activa has been around for two decades & having by far the best visibility across length & breadth of the country. Activa is synonymous with the two wheels moving India.”

    “The campaign emphasises upon India’s diversity, equality & inclusivity in taking the nation forward amidst the challenges of the new normal post-pandemic,” said Honda Motorcycle & Scooter India director, sales & marketing, Yadvinder Singh Guleria. “Ushering in the wave of positivity, the film showcases how each one of us in our own capacity, represents the resilience, determination, and dedication with which our country is emerging stronger.”

    Directed by Arun Francis and produced by Murali Govindan, the aim of the film is to motivate Indians to become the two wheels of the nation and move the country forward. 

    “This was a sort of catharsis for the agency and much beyond a brief. The approach was ‘Simply to Amplify’ as Activa is loved by multiple generations of consumers across India and it was only fitting that a brand of Activa’s stature talked about how India and Indians are making a comeback after the most difficult times,” commented Taproot Dentsu office head Abhinav Kaushik. “The spirit of humanity to rise from a crisis and the spirit of every Indian to stride positively has been beautifully captured in the ‘India Ke Do Pahiye’ concept.”

  • Bosch’s latest campaign takes the struggle out of drying clothes

    Bosch’s latest campaign takes the struggle out of drying clothes

    Mumbai: German home appliances company Bosch on Wednesday launched a digital campaign titled ‘Zero Effort, 100% Drying’. Highlighting the benefits of the brand’s automatic dryers, the quirky campaign shows how basic household chores like drying can be automated and made easier.

    Conceptualised and executed by Taproot Dentsu, the ad film showcases an urban couple’s day-to-day ordeal of drying clothes manually. Bosch dryer comes to the rescue and effortlessly saves the day.

    “We wanted to find an endearing narrative for Indian couples that helps them realise a bitter truth – till the time you don’t get a dryer, you are the dryer,” said Taproot Dentsu executive creative director Yogesh Rijhwani. “To make a case for automated drying, we tapped into our collective memories to find the most relatable experiences we could, including the recent experiences from two lockdowns and many Mumbai monsoons.”

    “We are thrilled to launch our first ever dryer campaign in India, showcasing the Bosch range of dryers which requires minimal efforts and provides better drying,” said BSH India CEO & MD Neeraj Bahl. “Our objective is to focus on the lifestyle and convenience benefits that the category can deliver and closely analyse the mind shift.”

    “The demand for premium products in India is increasing and we are looking forward to the vast possibilities for dryers in India and hope to replicate the global success of the category in the country,” he added.

  • Honda India announces pre-booking of New Amaze in latest teaser

    Honda India announces pre-booking of New Amaze in latest teaser

    Mumbai: Automaker giant Honda Cars has rolled out a fresh teaser announcing the commencement of pre-bookings for New Amaze in India. 

    Conceptualised by Taproot Dentsu, the full-fledged campaign will go live on its social media platforms with the launch of the car on 18 August.

    Honda Amaze is positioned as a symbol of status for the upwardly moving aspirational Indian consumers, signifying that one ‘big move’ made while progressing in life.

    The new Amaze has added style and sophistication, and hence the brand decided to celebrate the premium offering with a new attitude. The teaser video features shots of the “shaandaar” New Amaze that are complemented by a track ‘Chaa gaya, dekho chaa gaya’ and a voice-over ‘Waqt Aagaya hai Shaan se Chalne ka’. It ends with the message, ‘New Honda Amaze, Bookings Open’.

  • dentsumcgarrybowen India elevates Indrajeet Mookherjee to managing partner

    dentsumcgarrybowen India elevates Indrajeet Mookherjee to managing partner

    MUMBAI: dentsumcgarrybowen (dentsuMB), the integrated agency from the house of dentsu India, has promoted Indrajeet Mookherjee to the role of managing partner. Mookherjee will now lead the agency nationally and will report into dentsuMB Group CEO Sidharth Rao, the agency said in a statement. 

    dentsumcgarrybowen is part of the larger, newly formed dentsuMB group, which houses a cluster of creative agencies from within the dentsu creative service line of business. 

    Prior to this, Mookherjee was dentsuMB president – South, where he led operations for offices in Bangalore, Chennai, and Kochi. Mookherjee joined dentsu India as executive vice president in 2016. Prior to dentsu, he was managing director at Soho Square, Indonesia – part of the Ogilvy Group. 

    Mookherjee is armed with more than two decades of experience in leadership roles across some of the leading communication networks in India and Indonesia including names such as Lowe Lintas, Ogilvy, and Leo Burnett. He has also worked on significant brands such as Unilever, Nestle, Mondelez, Apple, Himalaya Herbal, AB InBev, and Toyota.

    Speaking on the elevation, Sidharth Rao said, “As we continue to strengthen and reshape our creative offering in the Indian market, we needed a leader who is experienced, connected, and understands the nuances of the communication landscape. Indrajeet, with his experience in managing brands and categories across South and Southeast Asia, was the perfect choice to helm our operations. The dentsuMB group of agencies, which already boasts iconic Indian agencies like Taproot Dentsu and Dentsu Webchutney in our stable, are growing at a rapid pace, and I look forward to Indrajeet and his talented dentsumcgarrybowen team, strengthening our creative offering even further.”

    Speaking on his new role, Indrajeet Mookherjee added, “I am honoured to join the leadership team of dentsuMB India at a very exciting time where our business is seeing unprecedented change. However, the one constant is the power of ideas and how we deliver business outcomes for our client partners. And that’s where I am hugely inspired by the global legacy of dentsuMB as a creative powerhouse and develop work that wins in the world and leads to better business results for brands. I am looking forward to working with our talented team and group leaders to build and create a truly integrated agency.”

    For the record, the brands that are now part of the dentsu creative group in India include Dentsu Webchutney, Taproot Dentsu, WATConsult, Perfect Relations, Isobar, Dentsu One, dentsu MB (erstwhile Dentsu India), and Dentsu Impact. Under this fresh structure, the agencies that will report into Sidharth Rao, are Dentsu Webchutney, Taproot Dentsu, Dentsu One, dentsuMB, and Dentsu Impact.

  • Taproot Dentsu announces key leadership changes

    Mumbai: Taproot Dentsu, the creative agency from the house of dentsu India, has announced key leadership changes on Monday as it gears up to get future-ready. The twelve-year-long journey of the agency and its distinctive culture has built a line-up of new leaders who are now ready to take on the mantle, dentsu announced.

    Ayesha Ghosh, who had been heading the Mumbai office, has been appointed as chief executive officer. She will now be responsible for both Mumbai and Gurgaon offices. Ghosh has been with Taproot Dentsu since December 2015. She has led a very profitable office and has helped win important new businesses while nurturing and protecting a culture that allows creativity to flourish.

    Partnering her closely in taking on the mantle is Shashank Lanjekar. He has been elevated to the role of chief strategy officer and will now be in charge of strategic planning for both the Taproot Dentsu offices in Mumbai and Gurgaon. Thus far, he had been heading Planning for the Mumbai office, ever since he joined in 2017. 

    Pearl Vas, who has been with the agency since 2018, takes on more independent responsibilities in Mumbai. She will now be promoted to senior vice president – Strategic Planning.  

    Under the overall creative leadership of Taproot Dentsu co-founder and chief creative officer (CCO) Santosh Padhi, the creative team for the Mumbai office has been expanded and divided into four units, each to be headed by a senior creative person.

    Neeraj Kanitkar, with an experience of 14 years (nine of those in Taproot Dentsu), is the creative lead for Facebook for which he has won the agency awards at Spikes and AdFest. He will be promoted to the executive creative director (ECD). Yogesh Rijhwani has been with the agency for close to five years with a total experience of 13 years. He has been handling Aquaguard and Set Wet. He too will be promoted to ECD. 

    The other two senior creative leads will be Abhishek Deshwal and Purva Ummat. Abhishek joins from Lowe Delhi as ECD, with noteworthy creative work to his credit on Google, Olx, Micromax, and Vivo. Purva Ummat joins the agency from McCann Erickson Delhi, as senior creative director. She comes with extensive creative exposure on brands like Truly Madly, Truecaller, Hotstar, Myntra, and Dominos.

    Abhinav Kaushik, who was Executive VP on the Honda business among other brands, has been promoted to head – Taproot Dentsu, Gurgaon while Titus Upputuru remains very ably in charge of creative for the Gurgaon office.

    “The average age of the agency coming further down is the right sign for us being future-ready. Creativity is at the core of our business and we are lucky to have got a wonderful variety of creative leaders in the form of Neeraj, Yogesh, Abhishek and Purva fronting the agency to take it to the next level, along with Ayesha and Shashank in their new national head roles,” said Taproot Dentsu co-founder & CCO Santosh Padhi.

    Meanwhile, Taproot Dentsu co-founder and CCO Agnello Dias who has been stepping back for a few years from active work, will further dial down his involvement. He will continue as a consultant for key brands only. His association with dentsu international ends this month.

    “I’m delighted that Taproot Dentsu has produced and attracted this kind of talent. Both Neeraj and Yogesh have been with us for many years and the quality of work they have produced in the last couple of years shows that they’re ready for the next step. I have been around these past few years to make sure that they are ready and now that it’s clear they are, I have decided to step back further,” said Dias.

    Umesh Shrikhande retired as CEO in March this year, after having strengthened the strategic function at Taproot Dentsu, to drive result-oriented work and also nurtured a very humane work culture. The much-awarded and internationally recognised, Santosh Padhi, will continue as co-founder and CCO and will have a more hands-on role in both Mumbai and Delhi offices.

    Taproot Dentsu CEO Ayesha Ghosh said, “It’s as exciting as it is nerve-racking to step into this role! Nerve-racking, because the standards set are very high. And these are tough times for business. Exciting, because we have young blood, hungry to prove a point. Either way, this is an adrenaline-pumping opportunity and with this super talented team, we are set up to win.”

    Taproot Dentsu CSO Shashank Lanjekar said, “I see this as a once-in-a-career opportunity to lead a young team to pull off some good work. With a fresh set of minds in the planning teams of Mumbai and Delhi, it only helps the strike rate for great work to be created.”

  • Facebook rolls out the third TVC in its ‘More Together’ campaign

    Facebook rolls out the third TVC in its ‘More Together’ campaign

    KOLKATA: As part of the latest phase of its marketing campaign – ‘More Together’, Facebook has launched a brand new TVC today.

    The latest ad film features Tony and Kaju – Tony’s canine companion who has recently entered his life to keep him company. Tony is soon aghast as Kaju’s antics get out of hand. He shares his ordeal with his friends and family on Facebook where he gets lots of suggestions that he promptly tries, but makes no progress. Till the advice in one of the Facebook comment clicks, and Kaju turns over a new leaf.

     The latest phase of its ‘More Together’ campaign marks the first anniversary of Facebook’s consumer marketing journey in India and is focused on showcasing the underlying belief that people can do more together than alone.

     The 360 degree campaign has been conceptualised and executed by Taproot Dentsu and Dentsu Webchutney and will go live in multiple languages across TV, digital, print, radio and OOH.

     As part of the campaign, Facebook will leverage the power of its platform extensively to bring these inspirational stories to life including a digital campaign #FBPePoocho highlighting how people can get support and solutions by reaching out to their connections on Facebook. The OOH leg of the campaign,  features eight creators, who exemplify the spirit of the campaign including Facebook food wiz Sanjyot Keer (Your Food Lab) and Curly Tales to the dynamic Husband-wife TV actor duo – SIT, along with others including Varun Pruthi, Maithili Thakur, Madhura's Recipe, BhaDiPa and Following Love.

  • Facebook celebrates the possibilities of connections with ‘More Together’

    Facebook celebrates the possibilities of connections with ‘More Together’

    NEW DELHI: Facebook has launched a new phase of its consumer marketing campaign in India – ‘More Together’. This phase marks the first anniversary of Facebook’s consumer marketing journey in the country, a key strategic focus area for the company, and continues to celebrate the power of connections and communities, and how people can do more together than alone.

    Facebook India director- marketing Avinash Pant said, “Facebook is deeply entrenched in the cultural fabric of India. The ability to connect and share with the world can lead to endless possibilities, and we feel humbled with the stories where our family of apps have provided this value to the people. Our consumer marketing journey over the past year has been focused on showcasing these diverse stories with the underlying belief that people can do more together than alone, and we continue to rally behind it.”

    The 360-degree campaign has been conceptualised and executed by Taproot Dentsu and Dentsu Webchutney and will go live in multiple languages across TV, digital, print, radio and OOH.  

    Taproot Dentsu Executive Creative Director Pallavi Chakravarti explained, “People want to be more, experience more, inspire more, help more, relax more, shine more – it’s in our DNA, this need to do more for ourselves and indeed for the world we live in. Facebook is a means to that end – a place where people come together resulting in delightful, sometimes entirely unexpected outcomes. This campaign will capture many such stories and trace the trajectories of people like you and me, who shared something with the world and got so much more back in return.”

    As part of the campaign, Facebook will leverage the power of its platform extensively to bring these inspirational stories to life and has partnered with Dentsu Webchutney to craft the creative strategy and communication across digital and social media including a digital campaign #FBPePoocho highlighting how people can get support and solutions by reaching out to their connections on Facebook. 

    Dentsu Webchutney vice president GD Prasad said, “On Facebook, everyone is just a conversation or comment away from unlocking the potential of achieving more together. With #FBpePoocho, we are celebrating the power of community. Our aim is to encourage people to activate their network, and in the process, help themselves and others grow. We've done this through interesting, everyday stories of people who've come together through the platform to realise impactful, incredible outcomes.”