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<ul><li><keyword id="2805202" type="General" weightage="20" keywordseo="dentsu-webchutney" source="Orion">Dentsu Webchutney</keyword> today announced that Gautam Reghunath, CEO &amp; <keyword id="4332869" type="General" weightage="20" keywordseo="PG-Aditiya" source="Orion">PG Aditiya</keyword>, CCO will be leaving their positions early next year to set up their own venture. </li><li>With this change, the agency will now be back under the direct charge of <keyword id="222016" type="General" weightage="20" keywordseo="sidharth-rao" source="Orion">Sidharth Rao</keyword>, CEO, dentsuMB Group.</li></ul>Dentsu Webchutney today announced that Gautam Reghunath, CEO &amp; PG Aditiya, CCO will be leaving their positions early next year to set up their own venture. With this change, the agency will now be back under the direct charge of Sidharth Rao, CEO, dentsuMB Group. Sidharth, founder of dentsu Webchutney, will front the agency’s talented leadership team. Gautam and PG will continue to work with Sidharth through this period to ensure a smooth transition for a team that has broken all records nationally &amp; internationally as India’s most successful creative agency over the last few years. Commenting on the news, Sidharth Rao, founder of <keyword id="12348411" type="General" weightage="20" keywordseo="dentsu-webchutney-ceo" source="Orion">dentsu Webchutney &amp; CEO</keyword>, dentsuMB said, “Gautam &amp; PG have been the two most defining hires in our history. As a founder, you want your people to find their calling at the company you build, and the legacy the two of them leave behind is the best possible example of this. From joining at entry-level positions in 2010 and 2012 respectively, and rising to the very top through hard work, passion and just simply being the best in the business at their jobs. It’s a story that makes me believe that we’ve created an organisation where anyone can shine. And now, they have a chance to do it for themselves as creative entrepreneurs.” “There is a lot that we at dentsu Webchutney owe them but none more so than the culture they’ve created for us all to thrive in. Business, clients and talent-wise Webchutney today is at its strongest position ever. Today, we celebrate their leadership. They’ve also assembled an outstanding leadership group, an army of superstars across all levels, all of whom who give me and the rest of dentsu’s management immense confidence in how we will march forward as a company,” Rao added. <keyword id="12348412" type="General" weightage="20" keywordseo="gautam-pg" source="Orion">Gautam &amp; PG</keyword> said, “There is no other agency or network in the country where we would have had the chance to build our careers like we have at dentsu and at Webchutney. We’ve spent nearly 90% of our careers here, so moving on is not a decision we’re taking lightly. Our personal views of what success, failure, and everything else in between looks like have been shaped at Webchutney and the people that we’ve had the privilege of working with &amp; leading here. We’re so proud and thankful for how it’s all panned out.” “As for the future, we’re more excited than ever about this wonderful business and have a few ideas germinating in our heads—ones that we get to build out. But for now, we’ve got a few more months left in this dream job, and we’re just going to try and maximize every minute of it. There are so many exciting new pieces of work launching over the next few months, some of them possibly the best work we’ve ever had the chance to be a part of. The best years of Webchutney are ahead of it and we’ll be cheering from the very front,” they added.

Sidharth Rao to take direct charge of dentsu Webchutney from Jan '22 as Gautam Reghunath & PG Aditiya resign to launch new venture

<ul><li>Ad &amp; Media Insider’s latest property Storyline, brought to you in association with <keyword id="1959531" type="General" weightage="20" keywordseo="wattpad" source="Orion">Wattpad</keyword>, one of the world’s most loved <keyword id="282281" type="General" weightage="20" keywordseo="storytelling" source="Orion">storytelling</keyword> platforms, endeavors to decode what storytelling stands for today. </li><li>Today, we bring you highlights from our first three episodes where we discuss how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world.</li><li>Watch <keyword id="4332869" type="General" weightage="20" keywordseo="pg-aditiya" source="Orion">PG Aditiya</keyword>, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru, <keyword id="2289556" type="General" weightage="20" keywordseo="rajdeepak-das" source="Orion">Rajdeepak Das</keyword>, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett and <keyword id="336063" type="General" weightage="20" keywordseo="sonal-mishra" source="Orion">Sonal Mishra</keyword>, Associate Vice President- Marketing, <keyword id="6630114" type="General" weightage="20" keywordseo="unacademy" source="Orion">Unacademy</keyword> talk about creativity and what it takes to tell successful stories in today's world.</li></ul>Stories are almost as old as human existence and with time, storytelling has evolved, hand-in-hand with human evolution. It has been an important part of our history and will continue to be an intrinsic part of our future too. In today’s digitally-driven world, where almost everything is happening online, storytelling continues to be at the heart of it all, albeit in different forms. Brands are still trying to find new ways of telling stories that engage with the consumers, and help the brands seamlessly become a part of their lives. Ad &amp; Media Insider’s latest property Storyline, brought to you in association with Wattpad, one of the world’s most loved storytelling platforms, that endeavors to decode what storytelling stands for today, how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world. Here are some key takeaways from our first three episodes: Episode 1: PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru Dentsu Webchutney in 2021 was the highest scoring Indian agency at the Cannes Lions this year, for the second year in a row. This year, the agency got 20 shortlists, bringing home a total of 7 Lions. So we tried to understand what storytelling means for this dynamic young agency. Mediums and Creativity Both PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney have been responsible for crafting some of the agency’s most-loved campaigns over the last few years. We got to talking to them about how writing for the internet has impacted long-form writing and Aditiya started off with, “If long copy was Julius Caesar, then the internet is Brutus, with the last stab.” And truly, the internet has often been accused of killing long copy. However, Aditiya feels it has given birth to a new writing aesthetic. Today it is not simply about crafting a great video, it could be about writing that perfect tweet or creating that engaging reel. “We have a joke within the team, that if a tweet is taking more than 15 minutes, its not worth it. There are so many trends everyday and at times, brands try too hard to get the most manufactured tweet with very engineered writing. And that’s when you get caught. We all make the mistake of thinking that the younger audience, especially Gen Z, are kids. But honestly, it's time to consider them as grownups and trying too hard comes across as a red flag for them,” explained Manek. What works today On what works in today’s world, Manek says, “Today, it’s no longer about something that is embraced and enjoyed. It is more about what travels. For GenZ, it is usually quid pro quo, you have to give them something for them to give you something back. It's no longer about hard selling, or over-engineering, it's about giving them something to chew on, and that’s how you get their attention.” The internet is also an ephemeral medium. So how does one create engaging stories for the medium? “We try to spend less time on the theory of it and just make sure that whenever one of us has something that's worth not letting go of, we try to make it work,” added Aditiya. User-Generated Content: The Secret Sauce The advent of social media has also given consumers a voice today and user generated content has become an important tool for many brands. Webchutney has come up with a lot of social media campaigns that have gone on to generate UGC, making brands the talk of the town and part of a lot of trends. Talking about one such campaign they did for Tinder, Manek said, “For Tinder’s Valentine’s Day campaign, we were doing something around moving on. We were thinking of a few ideas and we realized that the digital age has made it harder for us to move on because you might want to move on but then you get reminders on different platforms. We all have so many pictures stored on our phones that we don’t delete maybe because we are attached to the memory, or we look good. So we launched a photoshopping service for two days and asked people what they wanted to replace their exes with. And we kept getting requests and replaced people with pizzas or wine. So we ended up photoshopping pictures for close to 36 hours, and that’s the power of UGC. We couldn’t have done it without people actually sharing those pictures. So you give the consumer something which is worth it and you just empower them and then magic happens.” Aditiya said that this idea also busted the myth that you need some kind of incentive to make a UGC campaign work because at the end of it, consumers were not exactly winning something but were simply ‘Axing their Exes’. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="3" retweetcount="5" status="LIVE | Join @PGAditiya, CCO, @webchutney and Pooja Manek (@boredmanek), Creative Director, @webchutney in conversat… https://t.co/yH7WRSlYK4" createdat="1644924610000" id="1493548184102080513"></div> Episode 2: Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett Rajdeepak Das, the chief creative brain at Leo Burnett is often considered to be one of the most experimental and innovative creative storytellers in the country and a discussion around storytelling would have been incomplete without a conversation with him. In our 2nd episode, we caught up with Das who talked to us about his storytelling journey and how he has evolved as a storyteller, with the evolution of mediums and consumers. He tells us that his love for storytelling started as a child, when his mom would tell him stories from Panchatantra or Mahabharata. “My mother would enact a lot of those stories and I would be awestruck. And when a storyteller is asked ‘And then?’, that’s when you realize the power of storytelling. That’s exactly what we are doing while scrolling social media platforms, looking for our ‘And then’ on these mediums. And I feel, till the time humans are on this planet, the mediums will change but the navarasa won’t,” he said. The Creative Intuition For every creative professional, there is usually a method behind all the madness. For Das, who says he is bad at most languages he has tried to learn, it is more about understanding the human feelings than understanding a language. “For any creative person, it is all about having an intuition, to understand why people say what they say and do what they do. As a creative, you have to have an intuition about what will work for consumers. You have to dream of what people want and then create something out of it,” he explains. He also adds that the best way of bringing these dreams to fruition is by realizing that it can no longer be a one-man show. “Gone are the days when people would consider themselves God and think they know everything. That is impossible today. In today’s world, the only way of creating wonderful stories or bringing our ideas and intuitions to a proper execution is by ensuring you work with people who are smarter than you,” he added. Finding solutions to human problems Earlier this year, <keyword id="261687" type="General" weightage="20" keywordseo="leo-burnett-india" source="Orion">Leo Burnett India</keyword> launched ‘StreetEye’, a motorcycle mounted device to help map potholes in real time which had the potential of saving thousands of motorcyclists from accidents and mishaps for digital general insurance brand, ACKO. The agency used technology to solve a basic human problem, and according to Das, that is what <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> should be about. “If I were to reflect on what advertising is all about today, I don’t believe in storytelling. It is all about finding human problems and solving them. Once you are able to do that, you will automatically create stories. And that’s what we did with ACKO’s StreetEye. The brand said, we don’t want to be just about insuring people. We want to get two step ahead and talk about protecting people. We didn’t want to talk about the cure; rather we wanted to do something to prevent the accidents from happening. And this is just one part of it. Everyday, we are working with brands like Reliance, Ariel, Tide, CarDekho, Airtel etc where it is all about using innovation to solve everyday human problems. A consumer doesn’t want advertising, he doesn’t want to buy things. If you are able to become a part of their lives by solving their problems, people will come to you,” said Das. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="4" retweetcount="4" status="LIVE | Join Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett in conversation with… https://t.co/9f6u7Qr99z" createdat="1645097410000" id="1494272960705675264"></div> Episode 3: Sonal Mishra, Associate Vice President- Marketing, Unacademy Storytellers, since time immemorial, have been exploring formats of narration that span nearly every conceivable gamut. And a lot of brands, in the early days of digital marketing, would stick to short videos. At the same time, there are brands that have been part of long-form stories, where they have seamlessly become a part of the narrative. In the past few years, we have seen Unacademy do that again and again, be it with its association with The Viral Fever (TVF) for hugely popular web series like Kota Factory and Aspirants, or its recent talked-about IPL ads. The brand has, time and again, used long-form content to draw audiences into their narrative, and it has largely worked for the most part. To understand the brand’s secret sauce, we caught up with Sonal Mishra, Associate Vice President- Marketing, Unacademy, who took us behind the brand’s thought process and what has helped them stand out. Crafting clutter-breaking stories Over the years, digital has become a highly cluttered medium where everyone is trying to grab eyeballs where there is limited mindspace. So what are a few factors that Unacademy keeps in mind while crafting its stories? “As a brand, we try to be unique and do the unexpected, but at the same time be relatable and believable. The emotions one derives and the value that you add is what stays with the audience for a very long time. So it's very important to be relatable and believable. Having said that, it is also important to tread on different routes that meet the consumer at different touchpoints in their journey. So it's very important to latch on to a stronger human insight to build that consumer connect,” shared Mishra. For Unacademy, the goal is to engage with learners across the countries, be it in the metro cities or the smaller Tier II and III cities. Therefore, collaborating with platforms and creators who can help them reach out to a larger audience has been at the core of their associations with the popular TVF webseries. “Whatever we do is about becoming a part of our consumer’s life cycle, connecting with them by addressing a topic they can relate to. Our recent property Unacademy Unwind, which was all about music and unwinding hit a different chord altogether. Another campaign we did called Mistakes – the Greatest Teacher, did very well. The campaign said that Unacademy doesn’t just stand for clearing exams or being successful, it also stands for the journey you took. These are a few things that have helped us stand out,” she explained. Creating campaigns by listening to consumers Brands that are able to listen to their consumers, catch their pulse and create content pieces around those insights are usually the ones to woo them. Unacademy has been able to break the clutter through a lot of its recent campaigns. So what is their feedback mechanism that is helping them craft their communications? “Its not that we have figured it all out and know these are the secret ingredients that can make a piece of content work. It's a constant learning for us as well. But the benefits of these partnerships, initiatives, associations have been huge. They've helped us amplify the reach for the brand, build trust and penetrate deeper into the country. There were a lot of learnings from our associations like Kota Factory and Aspirants that we would like to better in the next property that we create. There have been a lot of pluses and we are learning at each step,” she added. Long-form vs short content While a lot of brands have been focusing on creating shorter, bite-sized content, Unacademy has associated with TVF and created highly talked-about webseries that have become a part of pop culture. Why did the brand choose long-form content over shorter content at a time when people are constantly talking about decreasing attention spans? “Understanding the psyche of the audience helped us. A strong story is something we mutually work on with our partners, but at the same time, from a brand standpoint, we have always ensured that the product integrations are so seamlessly weaved into the story into the content, that it doesn't actually disrupt the flow of the story and the audience can continue to enjoy and get entertained. So that is something which we are very conscious of. And that's why whoever we partner with also find the entire journey exciting,” said Mishra. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="2" retweetcount="2" status="LIVE | Join Sonal Mishra, Associate Vice President, Marketing at @unacademy in conversation with @AshwinRaghunath a… https://t.co/51eEJystug" createdat="1645443009000" id="1495722508720349184"></div>

Storyline: Where master storytellers tell us what goes behind crafting engaging stories that stand the test of time

Cannes 2021 winners: Dentsu Webchutney's Gautam Reghunath and PG Aditiya on topping the charts

<ul><li>Once again, Dentsu <keyword id="222017" type="PERSON" weightage="20" keywordseo="Webchutney">Webchutney</keyword> has emerged as the most awarded Indian agency at <keyword id="177378" type="COMPANY" weightage="20" keywordseo="Cannes-Lions">Cannes Lions</keyword> 2021.</li><li>Dentsu Webchutney's <keyword id="3354572" type="PERSON" weightage="20" keywordseo="Gautam-Reghunath">Gautam Reghunath</keyword> and PG Aditiya talk to us about the performance this year, agency's filtering system for Cannes entries, campaigns that won and vision for next year.</li></ul>Dentsu Webchutney topped the charts at Cannes Lions this year with 20 shortlists and 7 Lions for Vice Media's The 8-bit journo, <keyword id="6358977" type="PERSON" weightage="20" keywordseo="swiggy">Swiggy</keyword>'s The Better Half and World's most reported trailer. It is for the second year in a row that a digital creative agency has emerged as the most awarded Indian agency at Cannes. The agency won 3 Silver and 2 Bronze for ‘The 8-Bit Journo’ campaign, 1 Silver for the ‘World’s Most Reported Trailer’ and a Bronze for Swiggy’s ‘The Better Half Recipes’ campaign, making 2021 Webchutney’s best year so far. This victory didn’t come as a surprise to Team Webchutney, who were quite optimistic about seeing this kind of reaction at Cannes. While the team wishes that they could send all of their work to Cannes, they just have a simple filtration process: gauge the reaction at Indian awards and send work that you firmly believe in. What’s interesting is that Dentsu Webchutney has secured shortlists and won Lions for the same clients, Swiggy and <keyword id="3586025" type="COMPANY" weightage="20" keywordseo="Trigger-Happy-Entertainment">Trigger Happy Entertainment</keyword>, two years in a row and as PG Aditiya says, this is his biggest feat. Gautam Reghunath, CEO, Dentsu Webchutney and PG Aditiya, NCD, Dentsu Webchutney further talk to us about their performance this year, the agency's filtering process for Cannes entries, the campaigns that won and the agency’s vision for next year. They told us how the entire agency shares the desire to keep leading the charts and aims to double down on their market differentiation, which is creativity. To find out more, hear this conversation. <div type="Video" msid="83984733" hostid="261" title="Cannes 2021 winners: Dentsu Webchutney's Gautam Reghunath and PG Aditiya on topping the charts" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=83984733"></div>

Cannes 2021 winners: Dentsu Webchutney on topping the charts and goals for next Cannes Lions

<ul><li><keyword id="2805202" type="PERSON" weightage="20" keywordseo="Dentsu-Webchutney">Dentsu Webchutney</keyword> has onboarded a new client and it is, wait for it, Dentsu Webchutney!</li><li>The agency will launch a series of brand films for its client, Dentsu Webchutney.</li></ul>Dentsu Webchutney has onboarded itself as its agency on record and we are wondering what did the pitching process look like? Did Dentsu Webchutney reject its own ideas at first because "Wo feel nahi aa raha," did they roll their eyes at themselves after seeing their budget for their 'big idea' or did they request themselves to blow up the logo after an umpteenth amount of changes in their copies because ‘the logo is too small’ or did they simply go easy on themselves? From Dentsu Webchutney's blog, all we know is that "the pitch process took years and now they are set to launch a series of brand films for the agency brand after a multi-team pitch." They have clearly taken the phrase 'be your own boss' too literally. Here's how we think the pitching process would have looked like: <div type="image" title="download (2)" msid="81547946" hostid="261"></div> What would they call their weekly Zoom Calls with the client? <div type="image" title="Dentsu calling Dentsu" msid="81548262" hostid="261"></div> It’s debated how much agencies should brand themselves outside of their work or their clients but Dentsu Webchutney is there to challenge this problem. Afterall, who can be your biggest brand ambassador if not yourself? It's like Dentsu Webchutney is the only agency in India that is doing ‘adulting’ right because it has learnt how to take care of its own problems. Aatmanirbhar much? The agency launched a Request For Proposal (RFP) in early 2019, with a clear brief to tell its story - and not unlike most pitches, close to two years later, the results are finally out. Surprise, surprise on who won it! Dentsu Webchutney has enlisted Dentsu Webchutney as its creative agency, with an all-star team leading the charter. To begin with, the agency will launch a series of brand films, focusing on what happens behind the scenes of its path-breaking work. With this win, Dentsu Webchutney (the client) joins Dentsu Webchutney’s (the agency) roster of consequential clients such as Flipkart, Uber, Swiggy, Tinder, IKEA, ITC, The Hershey Company. In their new role as the client, Gautam Reghunath, CEO, Dentsu Webchutney and P.G. Aditiya, NCD, Dentsu Webchutney, released the following statement… “Agility, synergy, innovation and all the buzzwords in ad-land have been achieved at our agency over 2020. We’re now hungry for more (buzzwords). Truth be told, the pitch process took years and was long and winding. Plus, we already kind of knew which agency we were going to go with at the get-go but that’s beside the point. Getting India’s favourite creative agency on board to launch a campaign for us is a massive privilege. It was evident that they GET us like we GET us. Almost like we’re the same people. It was a no-brainer to launch with their pitch creative itself, which began with Bengaluru and will eventually expand to include Mumbai and Gurgaon as well. This partnership feels like decades in the making (22 to be exact) — we couldn’t think of a better agency partner.” <cmsannotation type="cmsannotation" annotationid="Dentsu Webchutney will also be Dentsu Webchutney’s first client in the creative agency category. Will their lack of experience be a negative?" text="Dentsu Webchutney will also be Dentsu Webchutney’s first client in the creative agency category. Will their lack of experience be a negative?">Dentsu Webchutney will also be Dentsu Webchutney’s first client in the creative agency category. Will their lack of experience be a negative?</cmsannotation> A senior at a top mainline agency said it did feel like a risk for Dentsu Webchutney to onboard a “digital-first” agency to build the brand, considering how little digital agencies understood brands &amp; brand building. And that strategic thinking like this needed some gray hair. Once again, not unlike most pitches it took almost two years post the footage was originally shot to see the first real piece of work from the agency. Nevertheless, thrilled about their success, Reghunath and Aditiya once again released the following statement, this time on behalf of the winning agency &amp; apparently, while dyeing their hair gray: “Here’s the thing about Dentsu Webchutney: there’s a brand side to the agency with so much untapped potential it would have been silly of us to ignore. Making the brand synonymous with its people is our agenda. There was no better time after their recent win at Spikes Asia as Indian Agency of the Year. They also seemed like clients who take their work very seriously but not take themselves too seriously — which always helps create great work. Personally, we cannot wait to claim all the credit for this upcoming brand campaign that we had just about a 1% role to play in.” Everyone else at the agency &amp; the brand’s side released the following statement: “While our CEO and NCD have a bit of fun, in all seriousness the films are unscripted footage from the agency’s office floor, where you’ll encounter raw scenes from Dentsu Webchutney’s people. Shot over early 2019 and interspersed with other employee-shot footage, it covers the highs, the lows, and the joys of working in advertising. It also features Webchutney alumni we love and is directed by one too. It’s a call to the next generation of creative talent to express their most vulnerable selves in the process of creating. The campaign will roll out on the agency’s <a href="https://instagram.com/webchutney">Instagram</a>, <a href="https://twitter.com/webchutney">Twitter</a>, <a href="https://www.linkedin.com/company/27226/admin/">LinkedIn</a>, and <a href="https://facebook.com/webchutney">Facebook</a> first. Watch. Enjoy." Now we are waiting for the client (Dentsu Webchutney) to award Dentsu Webchutney as the best agency.

When Dentsu Webchutney roped in Dentsu Webchutney as its creative agency

<ul><li>Armed with a cookbook that splits in half, a ‘made-for-earpods,’ Spotify recipe podcast for couples, and timecodes to split YouTube recipes -- <keyword id="9731725" type="PERSON" weightage="20" keywordseo="swiggy-instamart">Swiggy Instamart</keyword> is simplifying <keyword id="11085606" type="UNKNOWN" weightage="20" keywordseo="kitchen-equality">kitchen equality</keyword> like never before.</li><li>The campaign is conceptualised and executed by <keyword id="2805202" type="COMPANY" weightage="20" keywordseo="Dentsu-Webchutney">Dentsu Webchutney</keyword>.</li></ul>Swiggy Instamart with Dentsu Webchutney launched #TheBetterHalfCookbook in February and disrupted a nearly two-thousand-year-old way of cooking with a unique idea to make kitchens equal: cooking together. The Better Half cookbook gave partners an equal responsibility to split the recipe and cook the meal. Each partner has to follow only their side of the instructions to see their meal come together, together. <div type="Youtube" id="KCevjAO4KGQ" title="The Better Half Cookbook by Swiggy Instamart" thumbUrl="https://i.ytimg.com/vi/KCevjAO4KGQ/mqdefault.jpg"></div> So far, the cookbooks were available for customers in only Bengaluru and Gurugram, cities where Swiggy Instamart, the grocery delivery service, is currently operational. While #TheBetterHalfCookbook was just the start to making cooking more equal, and faster, Swiggy gave the internet a taste, an eye, and an ear for equality. They have now introduced the most innovative way to use a podcast to promote kitchen equality, giving the world an all-new way to listen to recipes. Called “The Better Half Earpodcast”- this unique format (nicknamed ‘.we’ files to promote sharing) enables two homechefs to listen to their side of the instruction by splitting their earpods. Each earpod plays only one side of the instructions to cook the recipe with your better half in just half the time. Gurbaksh Singh and GD Prasad, Chief Innovation Officer &amp; VP- Account Management, Dentsu Webchutney said: “The idea of splitting the recipe goes across mediums. We’re proud to be the first brand worldwide to innovate using earpods- through the ‘The Better Half Earpodcast’. We hacked how a single audio file can disperse sound across two speakers simultaneously- giving a seamless real-time cooking experience for two people together, through a single file on Spotify.” YouTube recipes, now made progressive Instamart isn’t paying food influencers the big bucks to promote this new way of recipe writing, instead, they’re busy fixing every food influencer’s old recipes! Like the user that comments the ‘lyrics’ to a song, Instamart is also leaving a comment on the most trending recipes video across YouTube- rewriting the recipe for ‘two people to cook it together’. Including those of Nisha Madhuika, Ranveer Brar, Kunal Kapur, and Pooja Dhingra among others, proving that any recipe can be better half’d if you’re ready to cook with your better half. From baked sev puri, jute leaf fritters, Korean street sandwich to honey garlic shrimp. <div type="Youtube" id="weWKswuEnQA" title="Sprouts Poha Recipe | वजन कम करने वाला हेल्दी नाश्ता | Poha Recipe | Sprouts Recipe | Kabitaskitcen" thumbUrl="https://i.ytimg.com/vi/weWKswuEnQA/mqdefault.jpg"></div> Shikha Gupta, Creative Director, Swiggy, impresses on us that the comments aren’t a paid partnership. “It’s possible for you to be a fan of a brand, even if it’s not possible to be a customer right now. Even though Instamart isn’t operational outside Bengaluru and Gurgaon, the idea of ‘cooking together’ deserves to be practised across India, and the world. Introducing audiences outside our core markets to these recipes is a selfless act, with long term bets: one we’re very proud of.” “There are multiple ways of using influencers. You don’t just need them to promote your idea. Sometimes, if your idea is worth it- you could use it to promote their content too. By simply leaving a comment, we’re being less intrusive- and giving users the option to cook their favorite recipes (that they’re already watching)- in a progressive way. Like dishes have a meat/vegetarian/vegan version… our aim is for every recipe on the internet to have a ‘Better Half’ version. And we’re getting there… one book, one podcast &amp; one comment at a time,” says PG Aditiya, NCD, Dentsu Webchutney. A genius way of leveraging food influencers and their clout, this move is big on platform insight, zero on budget. Are we now seeing the newest trend in recipes &amp; food writing? Only time will tell.

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