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Tag: Taproot India

  • Birla Sun Life campaign gets over three million views on YouTube

    Birla Sun Life campaign gets over three million views on YouTube

    NEW DELHI: ‘Khud ko kar buland’, a short film for Birla Sun Life Insurance’s latest campaign, has garnered over three million views on YouTube within three weeks of being posted.

     

    The three and a half minute film by Taproot India tells the story of a single father as he deals with unpredictability of life. His journey begins at the doctor’s office where he is informed of his son’s autism, and how he grapples with life’s various setbacks while managing the family’s finances.

     

    The film ends with a voice-over that says, “Honi ko aap rok nahi sakte. Par honi bhi aap ko kahaan roh sakegi. Apno ko, apne sapno ko karo surakshit.” (You can’t control the inevitable, but the inevitable can’t control you either. Protect yourself and your dreams)

     

    Aditya Birla Group CMO – financial services Ajay Kakar said, “BSLI through this campaign takes the lead in defining the invaluable role that life insurance can play in all our lives. But going beyond that, we urge mass India to stand tall against adversity. We believe there are two kinds of people in the world – those who succumb to life’s uncertainties, and those who take it in their stride. We must be the only authors of our own life stories -Khud Ko Kar Buland,”

     

    Kakar added, “Nothing can come in the way of those who stand prepared against all odds. Life insurance helps safeguard your family and you from the uncertainties of life. In keeping with our marketing mission across all businesses at ABFSG to be an agent provocateur in low penetration categories, we have gone a step ahead to reposition the fragmented perception of the life insurance category, in the minds of mass India.”

     

    Taproot India chief creative officer Agnello Dias said, “Insurance communication usually harps on how vulnerable we are in the face of destiny. Never about how strong the human spirit can be. By emotionally empowering one to stay resilient in the face of whatever is in store is a bold, powerful stance by BSLI.”

     

    Taproot’s senior creative director Pallavi Chakravarti added, “Look around. See if you can spot a single person who has never faced uncertainty. It’s a given. We don’t know what form it will take – but if one believes that tomorrow will be better, and acts on that belief by safeguarding one’s dreams, then there is little destiny can do. And that is the stand BSLI has taken.”

  • McCann WorldGroup tops The Gunn report from India

    McCann WorldGroup tops The Gunn report from India

    MUMBAI: McCann WorldGroup (Mumbai) tops the agency list for 2014 with 13 awards as per The Gunn Report, which is a global round-up of the creative performance of the advertising industry.

     

    JWT India (Mumbai) comes in second with eight awards while Ogilvy & Mather (Mumbai) and Taproot India (Mumbai) tie for the third spot with five awards each.

     

    The fifth spot sees a tie between Grey WW (Mumbai) and Happy Creative Services (Bengaluru) with three awards each.

     

    On the global front, USA retains its top spot. UK follows in second, with Brazil at number three.

     

    The Gunn Report is compiled on the basis of awards won in that year. The report looks at the overall performance in the year January to December and is based on the results of 45 global, regional and national creative award contests.

  • First edition of Kyoorius Advertising Awards in association with D&AD announces its call for entries

    First edition of Kyoorius Advertising Awards in association with D&AD announces its call for entries

    MUMBAI: Kyoorius together with D&AD, today announced the call for entries for the First edition of the Kyoorious Advertising Awards to be held in association with D&AD. D&AD, with its over 50 years of experience, brings its online systems, process and machinery into managing the Kyoorius Advertising Awards jury sessions.

     

    The categories for this year include: Press Advertising, Outdoor Advertising, Film Advertising, Radio Advertising, Direct Marketing and Activation, Integrated, Art Direction, Craft for Advertising, Film Advertising Craft.

     

    These entries will be judged by creative experts and industry stalwarts from across the globe, including names like Rosie Arnold – Deputy Executive Creative Director, BBH, as Jury Foreman, accompanied by Graham Kelly – Regional Executive Creative Director, Isobar, and Woon Siew Hoh – Regional Executive Creative Director, Hakuhodo. From India, jury members include Abhijit Avasthi – Executive Creative Director, Ogilvy & Mather, Agnello Dias – Chairman & Co-Founder, TapRoot India, Sonal Dabral – Chairman and CCD – DDB Mudra Group and Senthil Kumar – National Creative Director, JWT, and to name few.

     

    The winners and the nominations will feature in a specially produced Kyoorius Advertising Annual book, 7500 copies of which will find its way to the desk of senior marketing and brand managers across 3500 corporates apart from agencies themselves — providing an unmatched source of creative encouragement. The category winners will take home the prestigious Blue Elephant and the Black Elephant will go to the best of show.

     

    Both D&AD and Kyoorius are committed to stimulate the creative industry and the surplus from the proceeds will be ploughed back into the YOUNG BLOOD PROGRAM via Kyoorius FYIDay’s in association with D&AD.

     

    The entries shall close on 21st April, 2014.

     

    Rajesh Kejriwal, Founder CEO Kyoorius commented, “After an fruitful partnership with D&AD last year coupled with an overwhelming response from the industry for the Kyoorius Design Awards last year, we are all set to widen the award categories to include advertising and digital – we hope to make this platform bigger year after year. ”

     

    Tim Lindsay, CEO D&AD, further added, “Innovation and Merit has always been the primary motive for D&AD. Sharing the same objective as Kyoorius, we hope to inspire Indian professionals and encourage them to innovate brilliance year after year. “

     

    For more information, log on to awards.kyoorius.com for more information.

     

  • Priyanka Rishi joins Taproot India as GM

    Priyanka Rishi joins Taproot India as GM

    MUMBAI: Taproot India has appointed Priyanka Rishi as its general manager. She will be reporting to CEO Umesh Shrikhande.

     

    “To be a part of an agency that has set benchmarks for the industry is professionally stimulating and exciting. I look forward to building on Taproot’s strengths and work ethos to create an even stronger organisation,” said Rishi.

     

    With more than 16 years in the business, Rishi in her earlier journey has had long stints with Ogilvy and JWT and brings with her solid cross category experience.

     

    Shrikhande said: “With so many interesting opportunities for adding value to our clients’ businesses and brands, Priyanka is a welcome addition to our talented team.  She is passionate about both strategy and creativity and comes with a deep and insightful understanding of brands. Infusing our team with such strong talent will further the process of adding depth and sparkle to brand Taproot.”

     

    She will be based in Mumbai.

  • Birla Sun Life Insurance’s new campaign emphasizes on regular savings

    Birla Sun Life Insurance’s new campaign emphasizes on regular savings

    NEW DELHI: Over the past many years, India has been undergoing a palpable transformation with the modern citizen more conscious of the need to enjoying their today instead of worrying about tomorrow as their seniors of yesteryears did.

     

    Birla Sun Life Insurance (BSLI), the life insurance arm of the Aditya Birla Financial Services Group through its latest campaign on “savings with protection solutions” seeks to bring certainty and confidence in customers’ lives in line with the Group’s commitment through its latest television commercial which stresses the need to plan for the future even as one enjoys the present.

     

    The TVC on this new solution captures the customers’ desires to live in the present together with the anxiety to secure the future. Life may continue to surprise us with its many uncertainties but if finances are planned smartly, money will never be the reason for breaking our loved one’s heart.

     

    Aditya Birla Group Chief Marketing Officer – Financial Services Ajay Kakar, says, “We live in rapidly changing times where the needs of mass Indians are fast expanding, and so is our spectrum of solutions. Savings with Protection Solution enables you to strike the right balance between living comfortably today and staying financially secure in the future, with small disciplined savings at regular intervals.”

     

    He adds, “Through our new TVC we wanted to take this thought to the masses taking inspiration from everyday situations in Indian households.” 

     

    Taproot India Chief Creative Officer Agnello Dias says, “Life is what happens to you when you’re busy making other plans. That’s the insight this campaign stems from. It tells the audience that you cannot predict what will get in the way of your plans, but you can prepare for it, in a way that lets you enjoy today and secure tomorrow.”

     

    Using a slice-of-life story of an everyday Indian couple, the TVC begins with the husband animatedly talking on the phone excited about the first foreign trip the middle-aged couple is planning to undertake post their wedding. In contrast, the wife who has just quit her job is discussing raising unwanted expenditure with her friend on her way home from work. In this emotional dichotomy, the wife overhears the husband’s conversation where he states he is not worried of expenses as his wife continues to work and supplement the family income. This is when the wife breaks the news of her quitting the job expecting that her husband will cancel their trip to avoid the unnecessary expenditure. However, he continues to be carefree and still willing to undertake the holiday owing to his practice of steady savings. Through this TVC, the company aims to urge viewers to plan their future through regular small savings in a life full of uncertainties with Birla Sun Life Savings with Protection Solution.

     

    The television commercial (TVC) went on air today and the campaign will go on for five weeks. The campaign will be present across different mediums including television, radio, and digital, along with ample support from on-ground activation. BSLI will for the first time associate with a cricketing event and engage in content integration on radio to drive the savings message. 

     

    Some very creative minds in the business have worked on the campaign. While Shimit Amin of Chak De India fame has directed it, the campaign features Swanand Kirkire, award winning lyricist and playback singer as the lead actor.

  • Taproot India hires Mayuresh Dubhashi as associate CD

    Taproot India hires Mayuresh Dubhashi as associate CD

    MUMBAI: With plans to strengthen its creative team, Taproot India has hired Mayuresh Dubhashi as associate creative director.

    “There’s a reason why Taproot is the hottest agency in the country. It’s got the best brands and the best people handling them and more importantly, it’s going to offer the best possible opportunities to up my game,” said Dubhashi on his new job.

    He has eight years of experience. He started work at Lowe Lintas on Idea, Wheel, Surf Excel etc and then moved onto JWT Mumbai, where he spent over five years.
    Apart from many metals at Goa fest, he has also won the Young Lotus competition, represented India at Ad fest 2011 and won ‘Silver.’

    “I have worked with him in the past hence I know his strengths, passion and attitude towards work,” said Taproot India co-founder and chief creative officer Agnello Dias about Dubhashi.

    “Taproot India is a strong believer of young blood, Mayuresh is young and yet very mature in his thinking and approach,” added Taproot India co-founder and chief creative officer Santosh Padhi.

    Taproot India has 46 people operating from a single office, Mumbai.

  • Birla Sun Life Insurance appoints Taproot India as its creative agency

    Birla Sun Life Insurance appoints Taproot India as its creative agency

    MUMBAI: Birla Sun Life Insurance (BSLI), the insurance arm of Aditya Birla Financial Services Group, announced the appointment of Taproot India as it creative partner.

    Birla Sun Life Insurance had invited four agencies to share their strategy and creative recommendations, namely, McCann Erickson, JWT India, Taproot India and Scarecrow. The incumbent agency is JWT India and has partnered BSLI for over five years.

    Speaking on the appointment, Aditya Birla Group CMO financial services Ajay Kakar said, “Today, the Life insurance industry is at an inflection point in India. There is an opportunity for us to redefine the role that this industry can play in the life of mass India. At Birla Sun Life Insurance, we remain committed to our chosen strategy to provoke mass India to self-realise the importance of life insurance in their lives, as a source of certainty in a rather uncertain world. With Taproot India, we have found an agency that not only guide and partner with us in the creative expression of our brand, but more importantly, also help us strategise for the way forward.”

    Taproot India co-founder and chief creative officer Agnello Dias said, “Birla Sun Life insurance, as a brand, is very passionate about its business and operates with great clarity, sharp insights and a strong point of view. As its communication partner, we look forward to making the brand even more relevant to consumers than it is.”

    “Birla Sun Life Insurance has done some brave work in the past in the insurance category. It is seen as a leader and we are very excited to work with the brand. Birla Sun Life insurance will also add a different dimension to the Taproot portfolio,” said Taproot India co-founder and chief creative officer Santosh Padhi.

    “Despite the presence of many players in this category, a strong brand with a clear agenda will always have the opportunity to create interesting brand conversations. We are more than delighted to partner Birla Sun Life Insurance in its journey ahead,” added Taproot India CEO Umesh Shrikhande.

  • Taproot India hooks strategy & biz head Sameer Aasht

    Taproot India hooks strategy & biz head Sameer Aasht

    MUMBAI: Creative hotshop Taproot India has tapped into another talent by roping in Sameer Aasht to come in as its head of strategy & business. Aasht joined the agency, according to his linkedin profile, in March 2013.

    Over the past year of so, Sameer has been been playing entrepreneur, founding loveknits.org (which focuses on empowering designers, artisans and NGOs to leverage professional marketing expertise and a brand-led, digital migration approach to go global with their hand made / eco friendly creations) and Alma Mater PLC (which seeks to offer brand consultancy to start-ups and turnarounds).

    Before turning entrepreneur, Sameer put in workexp across a range of design, communication, brand consulting agencies, and even worked in marketing on the client side at Jet Airways, where he worked with cross functional teams to launch the brand in North America, Europe, west Asia as well south east Asia apart from launching consumer segment focused brand experiences.

    Among the agencies he has worked with include Percept/H (where he headed strategic planning) and Landor Associates’ India office (heading strategy). But his largest stints have been with communication agencies like TBWA, Ambience Publicis, Contract, Ogilvy and Rediffusion Y&R. Among the brands he has been deeply involved with figure: HSBC, Cadbury’s, Asian Paints, Mahindra, Volvo-Eicher, Suzlon, World Gold Council, Visa Monetize (Movida), Unilever’s Elle18, Pantaloons, Kansai Nerolac, Samsonite, Black & Decker, DeWalt, Tata Water (Himalayan), Times of India and FICCI. An MBA from ITM, Sameer is also an IIM-A alumnus.

    Taproot’s chief creative officer & co-founder Agnello Dias says that “Sameer‘s wealth of experience and strategic acumen will add even more muscle to everything that Taproot India brings to the table and look forward to client’s continued cooperation in creating powerful value for their brands.”

    His partner at Taproot Santoh Padhi (who carries the same title as him) adds that Sameer’s experience “working on all four sides of the table – advertising, marketing, design and digital” across a diverse set of categories ranging across tourism and hospitality, FMCG, automotive, financial services, fashion, retail and luxury is a big plus for their agency.”

    Says Sameer: “Taproot is a dream agency for most professionals in the industry today. I absolutely look forward to co-creating the best solutions for the brands we handle.”

    “One of the first things, Aggie and Padhi should put him to work on is getting their website http://www.taprootindia.co.in/ working, apart from working on brands,” says an advertising industry observer. “The site is under construction. And that’s not looking good for a crack creative agency such as Taproot which pushes the envelope on almost everything.”

  • Hair & Care promotes quick, easy hairstyles with new TVC

    Mumbai: Hair & Care has rolled out its new television commercial titled ‘Twist and Turn’ that has been created by Taproot India.

    Taking a slice of life from the young female audience, the new campaign by Hair & Care introduces quick and easy hairstyling in the category by promoting twist and turn hairdos.

    As a part of the Twist and Turn campaign, the new TVC hinges on the insight that there is no better way to change your look and make an impression than to change your hairstyle.

    Talking about the concept behind the TVC, Taproot India associate creative director Pallavi Chakravarti said: “For our TG, sameness is boring. Each day has to be different, each tale needs a twist. By highlighting Hair & Care‘s new promise of Twist and Turn hair, the idea was to combine great hair styling and the excitement of doing something new with their fun, mischievous way of life.”

    The campaign went live on digital before breaking on TV, given that the average youth today spends more time on the internet than TV.

    The brand will be engaging with young girls on its FB page through styling tips, latest hair trends and a step-by-step hairstyling guides.

    Shraddha Sharma will continue her association with Hair & Care through an array of digital engagement activities planned for the new Twist and Turn campaign.

  • Mountain Dew launches summer campaign with Hrithik Roshan

    MUMBAI: PepsiCo’s Mountain Dew unveils its new brand campaign featuring Hrithik Roshan.

    The new Mountain Dew commercial created by Taproot India creative director Agnello Dias and directed by Prakash Varma is about embracing courage and overcoming one’s apprehensions; it embodies the brand’s philosophy of ‘Darr se Mat Daro, Darr Ke Aage Jeet Hai’.

    The film shows Roshan facing his fear of the deep blue sea and taking a plunge into the icy waters from a cliff. This is the first campaign that Roshan has shot with Mountain Dew coming on board as brand ambassador this February.

    PepsiCo India category director- Flavours Ruchira Jaitly said, “We are excited about the new summer campaign by Mountain Dew, with our brand ambassador Hrithik Roshan. This campaign is true to the brand philosophy ‘Darr Ke Aage Jeet Hai’ and brings alive how one can face the worst fears and vanquish them. It was a challenge to shoot this ad, given the location and the need to look authentic, and we had the perfect partner in Hrithik, who went all out to make the dive come alive. We look forward to a strong surround campaign to bring alive this new creative. ”

    Dias said, “Everybody feels fear. To be courageous is defined by one’s fear rather than the fact that they feel no fear at all. Hrihitk’s personality in real life and on-screen is well rounded and multi-dimensional. That’s a great thing about him because he can be vulnerable and fearful like a normal person and transform into a heroic and fearless performer the next moment. He has the ability to carry off both with equal ease.”

    The on-air campaign will be supported by robust outdoor, online and on-ground activation.

    Mountain Dew is also the Broadcast Partner for Pepsi IPL 2013, and will leverage the presence on this impactful summer property with the new creative.

    In the ad film, Roshan is seen enjoying at the beach with his friends who urge him to come for a swim. But Roshan, who has an immense phobia of deep water, predictably refuses. Not being able to even justify his fears to himself, he takes a swig of his Mountain Dew. After a while, to everyone’s shock, Roshan is seen atop a cliff, poised to jump into the abyssal ocean. It is this moment when he is on the brink of overcoming his worst terror by taking that one leap of faith, which destroys his fear completely rather than just fighting it.