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Tag: Titus Upputuru

  • Fenesta cracks open a leaky laugh this monsoon with its new film

    Fenesta cracks open a leaky laugh this monsoon with its new film

    MUMBAI: Fenesta is bringing humour to the downpour with a new campaign that finds comedy in a common monsoon catastrophe, a leaky window.

    Titled ‘Keep the Rain Out with Fenesta Windows & Doors’, the film is the latest instalment of the brand’s ongoing ‘Fine. Finer. Fenesta’ campaign. Conceptualised and directed by Titus Upputuru, the spot captures a hilariously relatable moment, a man returns home to a puddle on the floor, blames the family dog for an indoor accident, only to discover the real culprit is a dodgy old window.

    Cue punchline: “Windows leaking again? Time to switch to Fenesta.”

    Delivered with deadpan wit and monsoon flair, the ad makes a splash while spotlighting Fenesta’s engineered-for-India windows built to keep water, noise and dust out with advanced multi-chamber profiles and airtight seals.

    Speaking of the campaign, Fenesta head of marketing, Susmita Nag said, “This campaign takes a playful spin on a very real seasonal concern. At Fenesta, we believe the rains should be a joy, not a hassle. ‘Fine. Finer. Fenesta’ isn’t just about showcasing our windows; it’s about highlighting the assurance they bring. Our precision-engineered uPVC and aluminium systems are built for Indian homes and Indian monsoons with multi-chambered profiles and advanced sealing that guard against water seepage, noise, and dust. It’s where cutting-edge engineering meets everyday comfort, keeping your home dry, peaceful, and elegant, rain or shine.”

    Director Titus Upputuru added, “I absolutely love the rains—they bring romance, chai, and pakoras. But without good windows and doors, they can cause havoc indoors. That’s where Fenesta comes in, ensuring rains stay beautiful. It was a joy directing this film— From directing Charlie to showing how maids are enjoying a whole new power and attitude in urban households. A super fun shoot all around!”

    With rising consumer demand for durable, design-forward home solutions that hold up in every season, Fenesta’s film lands as both a reminder and a nudge if your window leaks more than your roof, it might be time to call in the experts.

    Now live across YouTube, Instagram, Facebook, and LinkedIn, the campaign marries brand wit with seasonal insight, proving once again that sometimes, the best way to fix a leak is with a laugh.

  • Titus Upputuru stars in Hideous Luxury Leather’s new campaign

    Titus Upputuru stars in Hideous Luxury Leather’s new campaign

    Mumbai: Hideous Luxury Leather Bags, founded by Daniel Upputuru, believes that all things in life are in an imperfect state of flux. The brand thus does strive not for perfection, but aims for excellence instead. The brand believes that the bags must be made from a hide which had all the wear and tear of a life well lived, ingrained on it, telling us a story, a story about scars, scars that make each of us beautiful. The aesthetic is as one of appreciating beauty that is imperfect, impermanent, and incomplete in nature.

    The new film by Hideous titled ‘Baggage’ shows a man ordering a seagull sandwich at a restaurant and sobbing uncontrollably upon seeing it on the table. The waiter who served it to him notices and gets curious. The senior waiter explains to him that the man had mysteriously lost his little son in an island. At night, some tribals fed the man some meat. When the man enquired, the tribals told him it was seagull meat. When the man returned alone to the city, he ordered a seagull sandwich. When he tasted it, he realised that the meat tasted very different from the meat he had at the island. The young waiter concluded, to his horror, that the father had unwittingly eaten his own son. In the end we see the father trying to empty his guts in the washroom, standing by a pool at night contemplating suicide, playing hide and seek and walking his imaginary son home. The film ends with the super, ‘We are all carrying some baggage.’

    The film features the exclusive Green Tote Bag, delicately fashioned with hand in full grain leather.

    Speaking on the occasion, Hideous brand’s founder Daniel Upputuru said “As we went through the skins, the small marks on them fascinated us, made us ponder on how absolutely beautiful leather is. It reminded us of the Japanese process of pottery called Kintsugi, which gave a unique character, almost a personality to the pieces of art. We realised that there can be an element of hideous in beauty. It was a cathartic experience, we fell in love with the art.”

    “The full grain leather is always changing, it breathes, guarantees toughness and longevity. The process of creating each Hideous bag is itself very strenuous. After acquiring the full grain leather, the strength of various threads, the grammage of each thread, the number of stitches per inch is looked into. We also discovered the incredible strength of the Gattermann thread. Every Hideous bag is out of hand-picked full grain leather chosen from hundreds of hides, stitched with loving experienced hands, using strong German threads and following very high standards. When I heard the idea the line that we all have some baggage, I absolutely loved it!” He added.

    Titus Upputuru, director of the film, who also acted in the film, added, “Leather, like human skin, is made of wrinkles, scars, and all sorts of imperfect things. As we started thinking about the brand story, we stumbled upon the idea of baggage and how each of us carry some baggage. Now baggage is valuable because it’s part of the human experience. Sometimes it’s so hard to deal with. And the bag that we carry is a metaphor of all that we carry within ourselves. The film depicts a man who is carrying baggage that he finds hard to relinquish. It’s attached to him, like a glove. Scars are part of the brand architecture and we decided to tell a story that had a deep scar ingrained in it.”

    The campaign is running across digital platforms.

    To know more about the brand or to view the products, please log in to website of Hideous: hideous.in.

  • Greenlam Industries Ltd launches Diwali film celebrating inner beauty

    Greenlam Industries Ltd launches Diwali film celebrating inner beauty

    Mumbai: Greenlam Industries Ltd, India’s number one surfacing solutions brand, has launched a brand-new digital film this Diwali, shining a light on ‘inner beauty’ and urging viewers to ‘Beautify the Inside’. The film, conceptualized and directed by The Titus Upputuru Company beautifully encapsulates that when beauty exists on the inside, it will transcend all bounds to show on the outside too.

    In this heartwarming Diwali film, a young boy is gifted a small doggy soft toy that he had his heart set on by his father as a surprise. Soon after, the young boy sees a poor woman selling diyas at a distance, with her little daughter sitting beside her, crying. Seeing this, the young boy quietly leaves his beloved new soft toy next to the little girl, stopping her tears and lighting both her and the young boy’s faces up with smiles. Like the young boy’s inner purity and beauty of his heart shone through in his simple gesture, Greenlam Industries too, believes that when one’s inside is beautiful, it shows on the outside too. This Diwali, Greenlam Industries urges consumers to ‘Beautify the Inside’.  

    Commenting on the launch of the brand campaign, Greenlam Industries director Parul Mittal said – “At Greenlam, we are constantly improving our services to offer the best surfacing solutions while being committed to providing elegant, beautiful spaces for every aesthetic and mood. We truly believe that when beauty lies on the inside, it cannot be contained from shining on the outside too, and that holds true for not just people but spaces as well. Through this film, we want to convey the message that Greenlam aims to beautify the inside of one’s spaces, both residential and commercial, so that they are beautiful both on the inside and outside.”

    Commenting on the launch of the brand campaign, The Titus Upputuru Company founder and the director of the film Titus Upputuru said – “During Diwali, there is so much emphasis on the exterior. How we look, how our houses look, how the buildings and the shops look. People dress up themselves and try to make everything look beautiful. When we looked at Greenlam, the brand has been beautifying the interiors for years now. That’s when we decided to look inwards. We turned the spotlight on our hearts. If we are beautiful on the inside, it manifests on the outside. The film celebrates this powerful insight through a heart-rending story of a little boy and his favourite toy. It was wonderful to work with the children and bring about the emotion of giving, as it is more blessed to give than to receive”.

    The film has been produced by The Titus Upputuru Company.

  • Titus Upputuru’s short film shines bright at Indian Cine Film Festival 2022

    Titus Upputuru’s short film shines bright at Indian Cine Film Festival 2022

    MUMBAI: “Nip in the bud”, a short film by the media conglomerate, Times Internet, has won big at the Indian Cine Film Festival. Written by famous adman, Titus Upputuru, it has been awarded the Best Screenplay award and the Best Public Service award at the event.

    Titus is the man behind the screenplay and has also directed the film. Elaborating on the win, The Titus Upputuru Company founder and chief creative officer Titus said, “Wow, I am so thrilled! I thank God for these awards and dedicate them to every voice that had the courage to share the abuse that happened at their workplaces. I am also glad that a film like this has been recognized and awarded at so many award shows as I believe that voices like these influence, inspire and contribute towards rooting out this very diabolic, sickening culture from our society.”

    The film opens on a young girl weeping profusely and with a determined look, she knows what she wants to do. The very fact that her business role model, a business tycoon, tried to get awkwardly close to her, breaks her apart. But it obviously doesn’t break her confidence and grit to make sure that the world knows about his misdeeds – she walks into a café and pens a note on social media to share the horrific experience. The film takes a twist when we see the post being read by a woman, realising to her horror that it was the same man who abused her years ago. A photograph on the mantle reveals that the two women were related and happen to be mother and daughter. The film ends with the message ‘If you are delaying, you may be encouraging’.

    For the record, “Nip in the Bud” also won the prestigious DadaSaheb Phalke Award earlier this year.

  • Taproot dentsu’s Titus Upputuru launches own company

    Taproot dentsu’s Titus Upputuru launches own company

    MUMBAI: After eleven plus years at Taproot dentsu, national creative director Titus Upputuru has moved on to launch his own advertising and films firm – The Titus Upputuru Company. Upputuru was with dentsu since April 2011 and was elevated as national creative director in March this year.

    “I have been in this industry for 25 years now. I thought a silver jubilee is perfect time for me to launch this company,” Upputuru said. “Its time now to look ahead and I am so excited about this brand’s new journey. In my career, I have always been interested in the craft of writing, art direction, design, and photography. Over the last decade or so, I have also had the opportunity to direct ad films and short films for brands. I wanted to combine these skill sets and offer the last mile in execution too, because execution is what the audience ultimately sees,” he further said.

    Talking about the importance of video content, Upputuru  added, “We all know that video sits right on top of the marketing tools that marketers are using today across the world. So, along with brand strategy and static creative solutions across mediums and platforms, we will offer our expertise in video too”.

    To announce the entrepreneurial venture, the agency came out with a five-film campaign. The company has released a set of short, intriguing films that aim to establish the identity. Each film begins with the initials TU and goes on to form a different face, that has correlation to the drama occurring in the video and audio.  

    The 12-second films use illustration, design, music, and drama to bring out the unique identity of the company.

    Embed Links to the films:

    “We are excited to tell stories using different mediums. The idea is to keep human at the heart of it and manifest empathy. People still choose brands that have a certain quality about them, that profess a certain human belief; brands that move people, that respect them. As a Creative led company, we will wish to partner such brands, while obsessing about craft.”, the founder added.

    A two-time gold medalist in English Literature, Upputuru got interested in advertising after he saw a billboard that said, ‘Looking for top 10 writers in India’. After getting selected, he spent 25 years in advertising, film making, brand building and in helping grow businesses, while working with some of the best global networks including Ogilvy & Mather, Publicis, TBWA and Dentsu.

    Besides winning the DadaSaheb Phalke Award, Upputuru has won several national and international awards, including The One Show, British Design, the New York Festival, Adfest, Spikes Asia and the Abby’s.

  • Titus Upputuru and Ayesha Ghosh exit Taproot dentsu

    Titus Upputuru and Ayesha Ghosh exit Taproot dentsu

    Mumbai: Taproot dentsu’s national creative director Titus Upputuru and chief executive officer Ayesha Ghosh have moved on from the agency. The development was confirmed by dentsu Creative India CEO Amit Wadhwa in a statement to IndianTelevision.com.

    “Both Ayesha and Titus are great talents, and I am thankful to them for all their contributions at dentsu, ” said Amit Wadhwa. “As we gear up for our next phase of growth and continue to pursue our global ambitions into becoming the most integrated agency of the world, we will keep transitioning more and more of our strong & young powerhouses into our leaders of tomorrow.”

    “We will also continue to add some exceptionally new talents who will embark with us on this fresh & exciting journey,” he further added.

    At Taproot, Ghosh was elevated as CEO in June 2021 and was responsible for both Mumbai and Gurgaon offices. Previously, she headed the agency’s Mumbai office. Ghosh joined Taproot Dentsu in December 2015.

    Titus Upputuru was promoted to the role of NCD at Taproot Dentsu Gurgaon in March this year and was leading the agency’s Gurgaon creative team. Titus had also been entrusted with the additional charge of leading integrated solutions for dentsu Creative India. Before that, he was the creative head at the agency, having joined the agency in April 2011.

  • Guest column: Titus Upputuru on the book that’s guided his life

    Guest column: Titus Upputuru on the book that’s guided his life

    GURUGRAM: The best book I ever read is the book I read daily. I have been reading it since I was a child, but it is so unputdownable that I can’t help but read it every single day. I carry it everywhere, in the flights, in the cabs, I sleep with it, even. It’s a love letter actually. And the love shines through to anyone who believes in the author.  

    The name of the book is Holy Bible, the largest selling book in the world till date.

    It has 66 chapters and is largely about the lives of some people since the beginning of time and how God dealt with those people. It also records the birth of Jesus Christ, his cruel death, and his resurrection from death. The book ends with the promise of the second coming of Jesus Christ and a glorious life to the readers who believe in him.

    Now the interesting thing is this – it says in the Bible that all of the chapters are written by men, but that God actually moved them to write them. And this is what makes it so incredible because as you read it, you get verses that directly speak to you.

    Like for instance, I had to go to Afghanistan for a film shoot. Now my dad and the rest of the family were really worried. But as I read the Bible in the morning, a verse read ‘Go in peace’. I believed it and showed it to my dad saying God is telling me to ‘Go in peace’ so do not worry, nothing will happen to me. While I was there, there was a suicide bomber who blew himself right outside our hotel, but nothing happened to me and I came back safely. A week later after I came back, I read the most spine-chilling news in the morning newspaper – an Indian engineer’s body was beheaded and sent back to India. Now I was thinking that it could have been me, but God had said “Go in peace” and I didn’t have to worry.

    This is just one experience. There are countless others, where God guided me through this very book that I daily read for direction, for comfort, for everything.

    Now I can’t think of any other book that comes close anywhere close to this.

    (The author is creative head, Taproot Dentsu Gurgaon. Indiantelevision.com may not subscribe to his views.)

  • Honda celebrates Activa’s 20 glorious years of legacy

    Honda celebrates Activa’s 20 glorious years of legacy

    NEW DELHI: To mark the 20th anniversary of its flagship product- Activa, Honda Motorcycle and Scooter India in association with dentsu One, has launched a special campaign to introduce the recently unveiled Activa 6G 20th Anniversary Limited Edition. 

    It is pertinent to note here that since its inception in 2001, Activa has consistently reactivated the scooter segment, and with every generation, continues to change the way India rides. 

    Preciously curated for customers, the 20th Anniversary Edition of Activa 6G gets distinctive design cues that accentuate its overall royal appeal. Two new colour schemes, Matte Mature Brown and Pearl Nightstar Black, matched with rear grab rails, make this limited edition a sure head-turner. The shiny embossed 20th-year anniversary logo and the precious golden Activa emblem make it instantly recognisable, and adding more visual drama to the overall design are stylish graphics. Additionally, the firm road grip is jazzed up with black steel wheels on both front and rear. Further accentuating the modern looks are the brown inner cover and seat. 

    Conceptualised and executed by dentsu One, the campaign aims to celebrate 20 years of priceless love and togetherness between Activa and its customers. The campaign personifies this love by capturing the precious relationship of a husband and wife on their anniversary, when the husband surprises her by bringing home the all-new limited edition of Activa 6G and says ‘Ek Naya Safar Shuru Karein!’ 

    The video ends with a heartfelt message that commemorates the 20-year long relationship of Honda’s Activa with its customers that have become even more precious with the Activa 6G anniversary edition. 

    HMSI director sales and marketing Yadvinder Singh Guleria commented, “We are extremely happy and proud as we celebrate the 20th anniversary of Activa. It is a celebration time for us and our extended family of more than two crore satisfied customers who have made Activa a part of their daily lives. The campaign presents the emotional connection between our customers and their beloved Activa, which gets a makeover to celebrate this special occasion. The distinctive gold embossed Activa logo of the 20th anniversary edition is the highlight and makes it worthy of a collector’s must-have.” 

    dentsu One NCD Titus Upputuru said, “I am grateful for the opportunity to work on this special campaign. Twenty years is a long journey and Activa is so special. ‘Zindagi do pahiyon se chalti hai’…and we wanted to celebrate this journey of two decades with a special story that not only reflects on the beautiful past but shows the promise of a special future. We thought it would be great to see the journey through the eyes of the husband even as he recreates the couple’s very first interaction inside the college library. It was good fun bringing the playful script to life.” 

    “Activa is not just a scooter brand for millions but a treasure of memories. Most of India would have taken a ride on an Activa since its launch in 2001. People grew from infants to adults, young love birds to married couples and from parents to grandparents – with many beautiful and cherished memories with this brand.  The 20 years’ anniversary edition of Activa marks this beautiful journey of a brand that has garnered the love and affection of Indians. The film shows the story of a couple that comes a full circle down memory lane with this anniversary edition. A lot of things in this long period might have changed but not the love, trust and this beautiful relationship with the brand,” added dentsu One EVP account management Abhinav Kaushik.

  • Honda launches ‘A Quiet Revolution’ campaign Premium Activa 125 BS-VI

    Honda launches ‘A Quiet Revolution’ campaign Premium Activa 125 BS-VI

    MUMBAI: Honda Motorcycle and Scooter India Pvt Ltd has lifted the curtains of its 360-degree campaign ‘A Quiet Revolution’ for its paradigm shifter Activa 125 BS VI – Honda’s first two-wheeler into the BS VI era.

    ‘A Quiet Revolution’ encapsulates the wizardry behind Honda’s BS-VI era two-wheeler line-up while showcasing the Power of Silence coming from Honda’s globally acclaimed Enhanced Smart Power (eSP) technology for a silent start and smooth eco-friendly ride.

    With as many as 26 new patent applications, exceptional technology, new features, 13 per cent more mileage, intelligent display informatics, elevated convenience and evolved style; the all new Activa 125 – Honda’s maiden BSVI offering kick-starts ‘A Quiet Revolution’.

    The campaign conceptualised by Dentsu One, a Dentsu Aegis Network division aims to highlight the unique feature of eSP technology i.e. Silent start.

    Leading the narrative of ‘A Quiet Revolution’ is Honda 2Wheeler India’s brand ambassador Akshay Kumar. The campaign is based on the human insight that since birth all of us hear two words “Keep Quiet”. The TV commercial shows Akshay re-telling his personal experience on this. Cherry on the cake is a surprise debut of his charismatic wife Twinkle Khanna, who further proves his point once again. 

    Speaking about ‘A Quiet Revolution’ campaign, Honda Motorcycle & Scooter India Pvt Ltd senior vice president, sales & marketing Yadvinder Singh Guleria said, “By launching a BSVI two-wheeler six months ahead of emission norms, Honda is all set for a quick, silent and innovative start into the new era. The new Activa 125 BSVI campaign is inspired by something everyone has all experienced, right from our birth to school, college and so on… the desire to replace noise with the power of silence. The revolutionary eSP technology, industry first features of Activa 125 BSVI bring to life the meaning of ‘A silent revolution’. And adding the perfect spice to this campaign is Twinkle Khanna shushing Akshay in the end yet again.”

    Dentsu One national creative director Titus Upputuru said, “When we talk of technology, the usual direction is to go all techno and sci-fi. We thought why not make technology a little friendly. That’s why, we went the ‘keep quiet’ way. It’s true that all of us have been told to keep quiet more than once in our lives. People love peace and quiet. We thought let’s get Akshay to play the central character and make him speak about this life truth.”

    “The objective of this campaign was to highlight Honda’s technological prowess and first-in-segment features of the product. A simple yet powerful insight woven with slice-of-life situations strengthens the connect of the campaign with the target audience and furthers Honda’s position as a leader and innovator in the world of two-wheelers,” said Dentsu One executive vice president, account management Abhinav Kaushik.

  • Honda Cars India launches new ad campaign for 2nd gen Honda Amaze

    Honda Cars India launches new ad campaign for 2nd gen Honda Amaze

    MUMBAI: Honda Cars India Ltd (HCIL), leading manufacturer of premium cars in India, unveiled its brand-new ad campaign #IMadeItBig for the 2nd Generation #HondaAmaze, striking an emotional chord with customers. This campaign emphasises Honda Amaze as ‘The Choice’ of aspiring young customers, drawing spotlight on the importance of family bond and values.  The approach was to create communication that not just builds product awareness but create an emotional and memorable narrative that resonates with consumer’s aspirations. The campaign is being translated in 11 languages for regional connect as the car enjoys immense popularity in Tier 2 & 3 markets as well.

    Created by Dentsu One, this new campaign film beautifully captures an emotional conversation between a son and a mother as they celebrate the first big move by the son i.e. purchase of the 2nd Gen Honda Amaze. As the conversation deepens, the mother realises that her son has not only made it ‘big in life’ but is also ‘big on values’. The music and lyrics exemplifies assurance and peace of mind “Tere sang mile jo sukoon mujhe, woh naa paa sakun kahin aur main’.”

    Commenting on this new ad-campaign, Honda Cars India Limited senior vice president & director, sales and marketing Rajesh Goel said, “The 2nd generation of Honda Amaze has been a resounding success for HCIL and we have been able to touch more than 1 lakh families since its launch last year, making it the fastest selling Honda car in India. We wanted to connect with the core target of aspiring youth and took a fresh guard through an emotional story-telling that perfectly portrays the real meaning of arriving ‘big’ in life.”

    Dentsu One national creative director Titus Upputuru said, “When one buys a new car, there is a lot of excitement. Honda Amaze makes a big statement in one’s world as it happens to be the first three box purchase in one’s life. We wanted to show how the Amaze owner is unfazed at the attention he receives upon purchasing the new car but chooses to give importance to his values. In an age when friends are increasingly becoming the support system, we wanted to put the spotlight back on to the family.”

     Dentsu One executive vice president, account management Abhinav Kaushik said, “Human emotion is the fundamental trigger to all the purchases and decisions we make – no matter how big or small the ticket size. Whilst the category codes of automobile advertising are loaded with mostly rational depictions, this new campaign for Honda Amaze is our way to transcend beyond the conventions and create an emotionally evocative copy that appeals to the heart and impacts the consideration for the brand.”