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Tag: Ujjwal Anand

  • DS Group releases new TVC on Catch with actor Akshay Kumar

    DS Group releases new TVC on Catch with actor Akshay Kumar

    Mumbai: DS Group, a multi-business corporation and a leading FMCG conglomerate, launched a new TVC for Catch Salt & Spices, to further strengthen its brand positioning with the message, ‘Kyunki Khana Sirf Khana Nahi Hota’. Conceptualized by Dentsu Creative, the film is centered around Catch Hing. Besides the TV channels, the all-new TV commercial will also be amplified across multiple digital touch points including Instagram, Facebook, and YouTube. The TVC features Bollywood superstar, Akshay Kumar with the vibrant and talented Kriti Kharbanda as a co-star, adding a fresh and exciting dimension to DS Group’s marketing efforts.

    The new TVC brings to life the essence of DS Group’s commitment to quality and excellence in the culinary world. It encapsulates the idea that food transcends mere sustenance; it is an experience, a celebration of flavors, and an expression of love. With Hing as the focal point, the commercial emphasizes the brand’s dedication to providing high-quality, authentic, and flavorful products that elevate every meal.

    The new Catch Hing TVC plays on the word ‘Khushboo’ which means ‘Aroma’ and is also a common name in India! The play of words between the two expressions makes the film enjoyable while delivering on the product and brand proposition. The film opens with Kumar, playing the role of a husband, entering a home carrying a bag filled with groceries, including a variety of spices, and informing his wife “Khushboo” that he brought all the groceries from the market. His attention is piqued when he notices a young boy peering into his house, sparking his curiosity about the boy’s intentions. The boy is captivated by the enticing aroma wafting from the kitchen, and upon Kumar’s questioning, he unknowingly says he is attracted to Khushboo (not his wife but Aroma) in the kitchen where Kumar’s wife, Kharbanda, is using Catch Hing for cooking. To correct the misunderstanding Kumar proceeds to introduce the boy to Catch Hing, highlighting its authentic fragrance. In the closing scenes, both men are seen savoring a delicious Indian meal prepared using Catch ‘Hing’ where Kumar delivers the message that ‘Khana sirf khana nahi hota, bigadte mamle ko sambhalne ka zariya bhi hota hai’, which translates to ‘Food is not just food, it’s also a way to handle delicate situations’. It subtly reinforces the essence of Khushboo (aroma) in cooking, enhancing flavor and serving as a crucial indicator of ingredient quality and freshness, thereby adding value – to taste, to the situation, to relationships, etc.

    Renowned Bollywood actor, Kumar expressed, “I am truly excited to continue my association with DS Group and their Catch Hing campaign. ‘Kyunki Khana Sirf Khana Nahi Hota’ has always resonated with me because it emphasizes the deeper significance of food in our lives. Food is not just sustenance; it’s an expression of love, culture, and emotions. With this new TV commercial centered around ‘Hing’, we aim to convey that message even more powerfully. I’m proud to be a part of a brand that values quality and authenticity in the culinary world, and I believe this TVC will further strengthen DS Group’s position as a trusted name in every Indian kitchen.”

    Bollywood actress, Kharbanda expressed, “I am truly honored to join DS Group’s journey in reinforces the essence of ‘Kyunki Khana Sirf Khana Nahi Hota’. The new TV commercial not only celebrates the essence of this message but also introduces the magic of Hing as a culinary game-changer. Having grown up in a household where my mom extensively used Catch masalas in her culinary creations, it’s a source of immense pride for me to be associated with the brand today.”

    DS Spiceco Pvt Ltd. business head Sandeep Ghosh emphasized the importance of spices in Indian cuisine, saying, “We are thrilled to unveil this exciting TVC, which not only reinforces our brand’s core message of ‘Kyunki Khana Sirf Khana Nahi Hota,’ but also showcases the exceptional qualities of our Hing product. Our continued partnership with Akshay Kumar and the introduction of Kriti Kharbanda underscores our commitment to excellence and innovation. We are confident that this TVC will resonate with our customers and reaffirm DS Group as their trusted choice for culinary essentials.”

    Dentsu Creative executive vice president Ujjwal Anand said, “Catch Salts & Spices is a forward-thinking brand, boasting a diverse array of top-notch offerings. With its new strategic direction, the brand aims to explore the profound relationship consumers have with food, promising to disrupt the conventional norms within the competitive market.”

  • Dentsu Creative India announces new campaign ‘A Honda Goes Beyond’

    Dentsu Creative India announces new campaign ‘A Honda Goes Beyond’

    Mumbai: Dentsu Creative India has launched a new campaign titled “A Honda Goes Beyond” for the leading premium car manufacturer, Honda Cars India. The campaign aims to connect with brand enthusiasts and a new generation of customers.

    The campaign underlines the brand’s philosophy of ‘durability, quality, and reliability’ with the objective of developing a communication that celebrates the bond that the customers have with Honda. In addition to this, the film also highlights the brand’s offering of innovative and futuristic technology products, which make the driving experience not only safe but also exciting and superior.

    Commenting on the campaign, Dentsu Creative India executive vice president Ujjwal Anand said, “Honda’s promise to its customers is to go the extra mile, to make sure that every Honda journey is a joy and delight for them; and this goes way beyond just the drive, the engineering, and the cars. It is a commitment to every side of the ownership experience. Honda aims to fulfil all expectations, delighting its customers at every touchpoint throughout their relationship, and therefore, “A Honda Goes Beyond.””

    Dentsu Creative India group executive creative director Auryndom Bose added, “Honda has always stood for engineering that holds true to the experience of the product. Whilst the category codes of automobile advertising are loaded with mostly rational depictions, this new brand campaign for Honda is our way to transcend beyond the conventions and create an emotionally evocative communication that appeals to the heart and impacts the consideration for the brand.”

    “The current campaign is a celebration of the bond that the customers share with Honda, and the company promises to go beyond in everything that they do. Honda’s journey in India has been nothing less than spectacular, and the credit goes to our customers who have bestowed their trust in Honda’s premium cars for the last 25 years. It has always been our endeavour to keep customers at the centre of our products and services,” commented Honda Cars India president & CEO Takuya Tsumura.

  • Milestone Dentsu to handle Numero Uno duties

    Milestone Dentsu to handle Numero Uno duties

    MUMBAI: Milestone Dentsu, the creative arm of Milestone Brandcom, the OOH agency from the house of Dentsu Aegis Network, has bagged the creative mandate for the leading fashion brand, Numero Uno. The agency won the account following a multi-agency pitch. 

    Commenting on the decision Numero Uno Clothing CMD Narinder Singh Dhingra said, “We want the brand to be interesting and relevant with the changing times. The brand must evolve over time and in this quest, we need the right partner who not only understands the consumers but also knows how to disrupt their purchase decision process through path-breaking communication. We have found that partner in Milestone Dentsu. We loved their young energy and enthusiasm to work on the brand. We are quite excited about the brilliant approach and compelling storytelling that they bring on board.”

    Numero Uno head of marketing Asha Esther Jaikishan said, “At Numero Uno we have been wanting to strengthen our brand in the category that’s cluttered.  Our focus now is to build our brand positioning with interesting story-telling along with creative ideas to entice our TG. Milestone Dentsu came across as an agile agency, unlike the traditional creative agencies that we have met in the past. They are aggressive, young and restless, exactly what we need to take our brand to the next level. Their approach, tonality, and flexibility compliment our TG and hence, we have great confidence in the team. We are really excited to work with them.”

    Milestone Dentsu country head Ujjwal Anand added, "From the moment we got the brief to the first kickass idea that we cracked, the team was charged up like never before. The category itself is so interesting and challenging that it gives you countless opportunities to do some real outstanding work.  And this excitement reached another level when we met Narinder Singh Dhingra, who is the youngest and most agile client that we have met in recent times, we believe. His energy is simply contagious. Working on Numero Uno is going to be a treat for my creative team.”

    Milestone Dentsu national creative director Mayank Khattar said, “This win is very special for us. The energy, the response, the promptness, the on the spot transparent discussion; it’s just been awesome. When you work with brands like Numero Uno who have absolute clarity and transparency along with immense energy, you know you have hit a goldmine and your creative team will have all the freedom to explore unchartered territories and conduct experiments that might redefine the way the category communicates. It’s going to be a great partnership, I reckon.”

  • Milestone Dentsu, RNR launch #HappyLifeTeachersDay

    Milestone Dentsu, RNR launch #HappyLifeTeachersDay

    MUMBAI: Teachers are not only found in classrooms but also in life-changing stories. Therefore, to celebrate these nameless faces who are seldom acknowledged but have nonetheless helped people succeed in life with their hands-on guidance and training, Milestone Dentsu decided to join hands with Rock N Roll riders (RNR) to launch the #HappyLifeTeachersDay campaign this Teacher’s Day.

    RNR, one of India’s leading motorcycle tour operators, launched the campaign in collaboration with Milestone Dentsu, the creative agency from Dentsu Aegis Network, to celebrate the community of ‘mechanics’. While this group never stepped into a formal school, they learnt the science behind their skills, behind managing life, people and struggles from their ‘Ustaads’ (mentors) who have played the most important role in their journey.

    Commenting on the campaign of RNR founder and lead ride captain D Jay said, “We noticed that most of our mechanics have stories to tell and one of the key life changing events for them, has been meeting their ‘Ustaad’. There is so much that they have learnt from their first Ustaad that somehow whichever stage the mechanics are in, they feel indebted, just like an IAS officer is indebted to his teachers/professors at school.”

    “While every Teacher’s Day, we see lots of people thanking their teachers, we never see anyone thank these ‘Life Teachers’. Our initiative does just that. Not because we think there is a miss. But because we think it’s overdue,” he added.

    Milestone Dentsu country head Ujjwal Anand and NCD Mayank Khattar mentioned, “When we conceived the idea, we felt that it was meant for none other than RNR. We have worked with them in the past. As a group, RNR are not just after profits. They also want to give back to the society, to the community and to the environment. The campaign brings out the right emotion and urges people to think beyond the ordinary. We all have learnt a lot from different kinds of teachers. And while we always thank the classroom teacher, we often forget the most important teachers, our ‘Life Teachers’, and it’s about time that we start doing so.”