ITV

Tag: Taproot Dentsu

  • Star Sports launches #BabySitting campaign ahead of the Australia’s Tour of India

    Star Sports launches #BabySitting campaign ahead of the Australia’s Tour of India

    MUMBAI: Aptly setting the tone for a sensational ‘Summer of Cricket’ ahead, Star Sports, India has rolled out a TVC for the upcoming Paytm India v Australia ODI and T20 series. The highly anticipated five-match ODI and two T20 international matches starting February 24 will bring together two of crickets’ fiercest rivals pitted against each other. The film has been conceptualised by Taproot Dentsu.

    The on-ground banter in the recently concluded series between the two nations was lively and research conducted by Star Sports showed that it was spontaneously associated with the series. Riding on this banter, Taproot Dentsu has created two entertaining, topical films for the series with Virender Sehwag being the lead character talking about the campaign #BabySitting- Issbaar Kohli and team Australians ki babysitting karne ke liye hain taiyyar. A cheeky take on Tim Paine’s remark to Pant, these films play up the babysitting theme to pitch one team against the other.

    Star Sports CEO Gautam Thakar said, “The campaign amplifies the fun banter that all fans look forward to in every India vs Australia series. This series kicks off a “summer of cricket” on Star Sports including the VIVO IPL and the ICC World Cup. We are even more excited this year as we will now telecast this on our dedicated sports channels in Tamil, Telugu, and Kannada for our regional viewers apart from our existing English and Hindi feeds.”

    Speaking about the campaign, Taproot Dentsu CCO Santosh Padhi said, “Cricket banter gets a lot of attention in popular media and Paine’s remark has provided grist to our creative mill. The Aussies are good sports and we’ve used their dig against them, to set up a face-off between the two teams. A cheeky personality like Sehwag was an easy choice as the celebrity face for this campaign.”

    Campaign Links:

    YouTube:https://youtu.be/XD9EcP296_c

    Facebook: https://www.facebook.com/starsportsindia/videos/318741902104188/

    Twitter:https://twitter.com/StarSportsIndia/status/1094502571044204550

    Kohli led Team India will clash against the Aussies in the first ODI on February 24 in Visakhapatnam. With both teams working to finalise their core playing group in the run-up to the ICC Cricket World Cup 2019, this series plays an important role for both teams to identify their favourable playing XI.

    Star Sports will telecast the series LIVE in 5 languages – English, Hindi, Kannada, Tamil and Telugu and on Star Sports 1/HD, Star Sports 1 Hindi/HD, Star Sports 1 Kannada, Star Sports 1 Tamil and Star Sports 1 Telugu.

    Cricket fans can enjoy the action in their preferred language with detailed analytical commentary including the usage of graphics and augmented reality (AR) on the Select Dugout which will be available on Star Sports Select 1/HD for all the T20Is.

  • Taproot Dentsu creates launch campaign for Firstpost’s print edition

    Taproot Dentsu creates launch campaign for Firstpost’s print edition

    MUMBAI: To launch the weekly print edition of Firstpost, the news, and media website/app from Network18, Taproot Dentsu, the creative agency from the Dentsu Aegis Network stable, has released a campaign that shows how digging deeper for the truth is so important, today more than ever.

    The film takes a dig at the race for breaking news and the prevalence of sensationalism over incisive journalism. It is a dramatic take-down of modern journalism to show, by contrast, Firstpost’s comprehensive coverage of stories that need to be told and heard. The campaign has a TV and print leg to it.

    Taproot Dentsu creative director Neeraj Kanitkar said, “The Firstpost weekly newspaper is a remarkable attempt at raising the bar for news reporting. While most other papers scramble from one story to the other, Firstpost gives every story what it really deserves – time. Thereby getting to the bottom of every story. The campaign capitalised on this distinct difference, which allows the Firstpost weekly newspaper to be the last word on the news.”

    Network18 group brand advisor Rahul Kansal said, “We wanted to tell potential readers that our newspaper will offer an in-depth read in contrast to the breathless, superficial kind of news that has become the norm in the country. Rather than be preoccupied with breaking news in a half-cocked manner, we want to offer insights, analyses and well thought-through opinion. Taproot Dentsu responded with their usual brilliance and completely turned on its head, the usual paradigms in news. From rhetoric like 'breaking news' and ‘you read it here first’ to ‘proudly last’ and “last mover advantage.”

  • Taproot Dentsu’s campaign for Network18 CricketNext celebrates opinionated fans

    Taproot Dentsu’s campaign for Network18 CricketNext celebrates opinionated fans

    MUMBAI:  Taproot Dentsu, the creative agency from Dentsu Aegis Network, has rolled out a new campaign for Network 18’s CricketNext app. The app has standard features like live score updates and also acts as a forum for fans voice their opinion and post video comments.

    The campaign aims to celebrate the opinionated fans through two films starring former Indian cricketer, Anil Kumble.

    Speaking about the campaign, Taproot Dentsu creative director Neeraj Kanitkar said, “The all-new CricketNext app is a homage to the ultimate cricket fan who is always ready with an opinion but has nowhere to voice it. This app is a platform where this fan’s every opinion on team selection, on-field strategies etc. is not only heard but welcomed. The TVCs are a dramatic representation of this, with Anil Kumble literally breaking the fourth wall and acknowledging the ultimate fan’s opinion.”

    Network18 group brand advisor Rahul Kansal noted, “Cricket Next is a next level app for the next level fan. Beyond just giving live scores and basic commentary, it invites passionate cricket fans to offer their opinions and share their insights on the game. The film tries to dramatise this promise; that it's an app where fans rule. 

  • Taproot Dentsu bags advertising mandate for Big FM

    Taproot Dentsu bags advertising mandate for Big FM

    MUMBAI: Taproot Dentsu, the creative agency from Dentsu Aegis Network, has acquired advertising duties for 92.7 Big FM India, one of India’s largest radio networks, following a multi-agency evaluation. The agency will service the account from its Mumbai office.

    The mandate entails strategic positioning, product reach and frequency and re-packaging the channel as a whole. Taproot Dentsu will be involved in the strategy, brand building, advertising campaign and some show concepts across some outdoor and radio campaigns.

    Talking about the collaboration, Ayesha Ghosh, General Manager, Taproot Dentsu Mumbai, said, “We are happy to be working with Big FM. The task of repositioning a brand is always most exciting, considering that it’s like a rebirth that one must design with utmost care. From “Suno, sunao, life banao” to the plausible next stage in the brand’s journey, there was a wide spectrum to cover. Eventually, with unanimous agreement on what we should stand for, nuancing the personality in great detail and laying out a sustainable plan, we are ready to go live. This positioning will drive all that Big FM stands for; from content to packaging to communication. We look forward to a successful launch and continued consumer relevance thereon, because it is a thought that we all believe firmly in and are eager to spread far and wide.”

    On the subject of repositioning, Sunil Kumaran, Country Head, THWINK (Big FM’s short-form video and audio talent incubator and marquee content studio) said, “We were at a stage where the category was moving from being just a provider of entertainment, to being torch bearers of improvement and progress towards a better world. From our interactive relationship with the audience, we wanted to take it to the next level with our listeners, by making both them and ourselves responsible for a better tomorrow. “Dhun badal ke toh dekho” is something we strongly believe in, because at every level, truly, change in the world will begin only with change in the mind. We plan to live this and own this every day with our every move and hope to transcend the relevance of this thought from our collective conviction to our audience’s, and of course, the world at large.”

  • Parle-G’s new campaign celebrates the unsung hero of biscuits

    Parle-G’s new campaign celebrates the unsung hero of biscuits

    MUMBAI: Parle Products, India’s leading manufacturer of biscuits and confectionery, has partnered with Taproot Dentsu, the creative agency from Dentsu Aegis Network India, to launch a series of five films for its flagship brand Parle-G.

    In all its humility and unchanged goodness over the decades, Parle-G has remained the largest selling biscuit brand across the world. However, in the face of constant expansion in the biscuit category, the brand somewhere seems to have become a default, taken for a granted pick, instead of an active, desired choice. Consequently, Taproot Dentsu’s task here was to move Parle-G right up in the emotional consideration set of consumers, thereby reminding them of what Parle-G really is — the unsung hero of biscuits!

    Taproot Dentsu Mumbai executive creative director Pallavi Chakravarti says, “Parle-G is a staple. Quite like our rice and pulses. It is like that one person everyone has in their life who has always been there, albeit on the side-lines. This campaign is a celebration of relationships that we seldom acknowledge but without which life isn’t quite the same. It’s a message that only a brand as iconic as Parle-G can give. Because come to think of it, everyone has eaten one and everyone has a human equivalent, if they just take the time out to think of it.”

    “The idea is based on the human tendency to take the familiar for granted. This campaign uses this tendency to point out how invaluable the familiar in our lives is while making a compelling connection with the brand Parle-G,” adds Taproot Dentsu Mumbai head of strategic planning Shashank Lanjekar.

    Speaking about the campaign, Parle Products category head Mayank Shah mentions, “Over the years, Parle-G was strongly positioned as a staple given that it is associated with health and nutrition. However, a consumer research that we conducted recently revealed that Parle-G has moved beyond being a staple and is now an emotion. Through this campaign, we want to celebrate that emotion and the bond a consumer has with Parle-G by showcasing how there are relations in our life which are never acknowledged but have played a significant role in making us who we are.”

  • Onida revives iconic devil for IPL campaign

    Onida revives iconic devil for IPL campaign

    MUMBAI: Homegrown electronics brand Onida, a part of Mirc Electronics, was one of India’s most recognised and acclaimed brands in the early 90s and 2000s. Its CRT TVs helped popularise the brand along with an unforgettable brand ambassador-a devil, replete with horns and a tail, who was later replaced by a married couple in 2010.

    Though its advertising furore died down in the last decade, we are going to see a revival of the iconic devil. As summer rolls in, Onida is gearing up to release a new campaign for its air conditioners, which is timed with the Indian Premier League (IPL), wherein the company is also a presenting sponsor. Rs 20-30 crore has been earmarked for advertising across all formats with Rs 20 crore exclusively to be spent on the IPL with a focus on television.

    Mirc Electronics MD Vijay Mansukhani believes that today the IPL is the hot property in India to invest and the money will be well spent. The campaign consists of 10-second and 30-second ads that will run across television and digital between April and May.

    The brand has roped in Taproot Dentsu to conceptualise the summer campaign which will be followed by seasonal campaigns around the year. Onida will launch a washing machine campaign during monsoon and for microwave ovens during Diwali.

    Since Onida’s devil has been one of the most memorable icons of Indian advertising, Taproot Dentsu Mumbai creative director Neeraj Kanitkar says that they just had to bring him back. The devil has been resurrected in a new avatar as a die-hard fan of Onida inverter ACs. The challenge for Onida will be to engage the generations Y and Z who may wonder ‘what’s the big deal behind a two-horned man’.

    Earlier, the advertising budget was restricted to one to two per cent but has been hiked to three to four per cent today. The company is also reorienting its outlook to suit the digital age as Mansukhani believes that it is the way forward and the revenue from this medium is increasing.

    Mansukhani is aware that the AC segment today is cluttered with the general perception that foreign brands such as Daikin, Carrier or O General are far superior and better and Onida wants to change that.

    Budget constraints and the government’s state taxes and policies had forced Onida to cut back on its advertising and marketing for the past several years. “We had to set up 40 factories and hence the budget cuts. But now with GST, everything has come to a level playing field and Onida has bounced back with profits,” he adds.

    Onida holds a mere eight to nine per cent of the total market share in the air conditioner space and the penetration for air conditions in India is as low as five per cent which comes majorly from urban areas and metros. The segment contributes 45 per cent to the company’s annual turnover of Rs 370 crore. Mansukhani expects it to double this year to Rs 700 crore and reach Rs 1500 crore by 2020. Onida will now focus on the rural market and is betting big on IPL to create awareness about the company during the league.

    He sniffs at the idea of exclusively partnering with particular e-commerce sites, as is the norm today, stating that people should be given the freedom to buy from where they liked.

    Onida is also a major exporter to Gulf countries, which contribute almost 65 per cent to the company’s export revenue while shipments to the fast-growing East African market (Uganda, Tanzania, Kenya and Ethiopia) and the SAARC countries account for 16 per cent of its export revenue. In addition to Gulf countries, Onida has presence in Russia, Ukraine and the neighbouring CIS countries.

    With temperatures expected to soar in the coming days, Onida’s timing to relaunch alongside the IPL is apt. Can the company bring back its lost fortune with the aid of its trusty devil while competing against celebrity-backed rival brands? As they say, ‘the devil lies in the details’!

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  • Danone India appoints Taproot Dentsu as creative partner for Protinex

    Danone India appoints Taproot Dentsu as creative partner for Protinex

    MUMBAI: Danone India has roped in Taproot Dentsu as the creative agency on record for the entire portfolio of the FMCG company’s health food drink brand, Protinex. Danone India is a part of the global food-products multinational corporation Danone, headquartered in Paris.

    Taproot Dentsu, which is a part of the Dentsu Aegis Group, had already partnered the brand on a project-based relationship to handle the entire brand portfolio for the past one year. A multi-agency pitch had preceded this alliance in the year 2015, wherein Taproot Dentsu had won the mandate. Given the fruitful collaboration last year over the core Protinex brand campaign (the launch of Protinex Grow), some tactical competitive work and expanding of the flavour portfolio, taking this partnership to the next level was a seamless, mutual decision, a Dentsu Aegis Network release stated.

    Danone India marketing head Himanshu Bakshi said, “Brand positioning and portfolio present a huge opportunity to establish as an everyday family health brand with a clear differentiator on protein. Taproot Dentsu has been quite instrumental to bring alive this paradigm shift on the brand. The team, with its strong planning and creative minds, has already delivered multiple campaigns to help build protein relevance across cohorts through the lens of Protinex. We feel very confident to strengthen the Protinex-Taproot Dentsu partnership, especially when the brand and category is at the cusp of a new dimension of expansion, innovations and growth. We look forward to a stronger collaboration in the future.”

    “Danone’s global mission to ‘Bring Health Through Food To As Many People As Possible’ allows us to address unmet needs for the greater good. In India, eclectic dietary patterns and cultural nuances provide a huge demand creation opportunity to food brands that offer serious nutrition. We are committed to creating persuasive conversations that build on Danone’s strong and scientific brand propositions,” Taproot Dentsu CEO Umesh Shrikhande said.

  • Expedia asks you to try it out

    Expedia asks you to try it out

    MUMBAI: Online travel agency, Expedia has launched its new ad campaign for Indian consumers themed- What a pleasant surprise! The ad conceptualised by Taproot Dentsu, the creative agency from Dentsu Aegis Network, aims to acquire new shoppers and customers to the site and get them to try Expedia.

    The storyboard captures a young couple on a beach where the girl persuades the guy to enjoy the waves. The guy is initially apprehensive, but once he gives in, he actually enjoys the experience, happy to overcome his fear.

    The second advertisement opens with a college reunion party at a resort where everyone is dancing and enjoying. However, one of the members who is shy of dancing, is standing in a corner. His friends notice this and signal him to join. Feeling reluctant, he indicates that he is fine. But the women prompt him more and pull him in. At first, his friends help him with the moves, and slowly he gains confidence and picks up the dance, and starts enjoying.

    Expedia India marketing head Manmeet Ahluwalia says, “Our aim with this campaign is to encourage new users to visit and experience Expedia and generate awareness amongst the consumers about our zero booking fee on flights and free cancellation on hotels, in order to help the consumers save money and ensure a pleasant experience while managing their travel.”

    The brief given to the agency was to showcase and address trepidation, hesitancy, and state of inertia that keeps consumers away from trying something new in life and the associated surprise, joy and contentment of that new experience.

    Taproot Dentsu Gurgaon creative head Titus Upputuru adds, “Unless we try something, we will never know. This is the key insight we developed into a campaign where the protagonists try out things that they’ve never tried before. As a result, they end up discovering experiences that they thoroughly enjoy! Not only that, once ‘bitten’ by the experience, the protagonists don’t want to stop.”

  • Veeba targets modern youth in first brand campaign

    Veeba targets modern youth in first brand campaign

    MUMBAI: Sauces, dressings and dips brand, Veeba, has launched its first national marketing campaign, with a strategy to align itself closely with the creativity in Indian kitchens under the strapline “Aaj Kya Khaoge?”

    Starring Amit Sadh and Shruti Seth in an endearing relationship, the campaign aims to inspire and capture the excitement of creating something new and ‘empower’ young Indians to be creative and experiment every day. The campaign was created in partnership with an integrated cross-agency, multi-disciplinary team of TapRoot Dentsu, and MSix.

    Set in a modern Indian context, the ads capture the friendly banter between husband and wife, father and daughter, and those moments of truth when you discover the difference that Veeba sauces have made to the meal. ‘Aaj Kya Khaoge’ is the governing thought behind Veeba’s new brand campaign and reflects the insight that there’s an innovator in every kitchen who is waiting for the right springboard and Veeba aims to be that enabler in every kitchen with its wide range of authentic tasting as well as better-for-you products that can unleash that creativity.

    VEEBA food services founder and MD Viraj Bahl says, “With Veeba every member of the family could cook and consume the food. One of the most asked question in every household is “Aaj Kya Khaoge?” and our wide range of tasty products aim to answer just that. We have a product for every mood and occasion. Even though we are relatively new in the retail space, the response to our products has been overwhelming. Buoyed by this love and appreciation, we felt it was the right time to invest in increasing the brand awareness and recall, creating a platform for future growth.”

    Taproot Dentsu creative head Titus Upputuru adds, “Kitchen is the new playground. Men and women are increasingly finding joy in being creative with food. This is where we found the sweet spot for Veeba’s first television campaign.”

    mSix India leader Saket Sinha says, “As the media agency on record for Veeba, mSix is planning to engage consumers with various touch points across a multi- channel integrated campaign. With our deep understanding of the brand and data to support our inference, mSix is rolling out a sharp targeted content driven media campaign that has been created panning across TV, digital and cinema over the next two months. We will put our best to deliver the desired outcome for Veeba.

    The campaign has four creative expressions and will be aired across multiple genres such as GEC, English entertainment, movies, music and kids networks.

  • Myntra endorses hassle-free returns in latest campaign

    Myntra endorses hassle-free returns in latest campaign

    MUMBAI: Fashion e-commerce site Myntra is wooing new customers, people who have never shopped online, from non-metro cities and smaller towns. The marketing campaign will focus on pain points such as seamless returns and instant refunds, which inhibit them from taking the online leap. The TVCs have been conceptualised by Taproot Dentsu.

    Commenting on the campaign, Jabong head and Myntra CMO Gunjan Soni said, “Non-metro cities are very important markets for Myntra as we see our next phase of growth coming from there. Our research shows that over 30 million SEC A internet users in non-metros do not shop online and, as a market leader, we have launched this campaign to drive adoption among them. We see about 25 per cent of our daily acquisitions coming from this segment. With this campaign, we are looking at acquiring half a million new customers from this target group over the next three weeks.”

    One of the TVCs features Dangal star Fatima Sana Shaikh as she threatens the Myntra delivery boy with dire consequences if the refund money gets stuck in the process. To this, he says that she can be assured of instant refund at Myntra. The second TVC talks about how someone can go to a great extent to convince a person the shirt doesn’t fit well and so needs to be returned. The Myntra executive says it has a no-questions-asked return policy.

    Taproot Dentsu creative director Neeraj Kanitkar said, “Myntra is undisputedly one of India’s most fashionable shopping outposts. But some shoppers, especially from non-metro cities, worry about the practicalities of the service features. Will my return be accepted? Will my return have to meet any requirements? When will I get a refund? And as a result simply stay away from shopping for fashion online. This campaign addresses these questions in a thoughtful, warm yet joyful manner. Which will hopefully get them to try Myntra because once people try Myntra, they really do love it.”

    The campaign will use other mediums like TV, digital, online and outdoor as well.