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<ul><li><keyword id="6360312" type="General" weightage="20" keywordseo="ONLY" source="Orion">ONLY</keyword> has launched its new anthem, The ONLY Thing I Want is Everything, ahead of the festive season.</li><li>The anthem features actor Ananya Pandey.</li><li>The ad has been created by <keyword id="180259" type="General" weightage="20" keywordseo="dentsu" source="Orion">Dentsu</keyword>.</li></ul>ONLY has launched an anthem, “The ONLY Thing I Want is Everything” festive campaign. The face of ONLY, Bollywood Actress <keyword id="3805597" type="General" weightage="20" keywordseo="ananya-panday" source="Orion">Ananya Panday</keyword>, features in a fun video created to inspire the ONLY girl and celebrate her uniqueness through authentic self-expression. <div type="Youtube" id="Qv44T3afbTE" title="ONLY | ONLY THING I WANT IS EVERYTHING | ANANYA PANDAY" thumbUrl="https://i.ytimg.com/vi/Qv44T3afbTE/mqdefault.jpg"></div> The ONLY girl is highly ambitious and also selective about what she wants. She loves her own company and is also the life of every party! And capturing this fascinating enigma between only and everything is the foundation of the campaign. The Gen-Z attitude of not wanting to settle for one thing and in turn wanting it all at once is perfectly captured in a memorable track which is all set to become the new age anthem. “This campaign was extra special for me as it allows me to re-iterate the idea that we really want it all. ONLY reflects what my generation represents: the importance of being true to ourselves while continuing to reach for the stars. And it only helps to do it all wearing ONLY.” Actress, Ananya Panday said on the association. “Remaining true to our brand’s core essence, it was important for us to re-iterate and celebrate the ONLY girl we designed for. This campaign and the new collection is emblematic of the modern ONLY consumer - aspirational, confident and edgy, and they define success on their terms. We are thrilled at this representation of the ONLY girl!” says Mr. <keyword id="332449" type="General" weightage="20" keywordseo="vineet-gautam" source="Orion">Vineet Gautam</keyword>, CEO and Country Head at Bestseller India. ONLY partnered with Dentsu, a multinational media and digital marketing communications company, to create this campaign. <keyword id="12269595" type="General" weightage="20" keywordseo="titus-upputuru-creative-head" source="Orion">Titus Upputuru, Creative Head</keyword>, <keyword id="2805309" type="General" weightage="20" keywordseo="taproot-dentsu" source="Orion">Taproot Dentsu</keyword> said, “It was fun working for ONLY’s festive campaign. Today’s young women are extremely ambitious. But, they are also very selective about what they want. We found this conundrum very interesting; the tension between Only and Everything. That’s how the idea came up: ‘The only thing I want is everything’. The ONLY collection for the season is amazing and Ananya Panday was sweet to work with. I had fun writing the song and was happy with the way the music turned out too. It’s got zing!” <keyword id="3345866" type="General" weightage="20" keywordseo="abhinav-kaushik" source="Orion">Abhinav Kaushik</keyword>, Office Head, Taproot Dentsu added “The excitement that we had whilst working on this ONLY campaign is abundantly visible through the super-cool execution. The Gen-Z attitude and the personality of the ONLY girl is brought to life in a manner that beautifully straddles the life and times of these millennials, their ambition and their desire to access, possess and be a part of everything and more – in a limited time. Their days filled with choices and tasks, and they don’t want to compromise on anything. That’s why the ONLY THING THEY WANT IS EVERYTHING.”

ONLY's new anthem featuring Ananya Pandey is all about celebrating the ethos of individuality and women empowerment

<ul><li><keyword id="12935747" type="General" weightage="100" keywordseo="tasva" source="Orion">Tasva</keyword>'s new film encourages men to feel free to express themselves in their true spirit, especially during their special day.</li><li>It is conceptualised by <keyword id="2805309" type="General" weightage="20" keywordseo="taproot-dentsu" source="Orion">Taproot Dentsu</keyword>.</li></ul>Tasva, a new men’s ethnic wear brand by <keyword id="2826" type="General" weightage="20" keywordseo="tarun-tahiliani" source="Orion">Tarun Tahiliani</keyword> &amp; <keyword id="44373" type="General" weightage="20" keywordseo="aditya-birla-group" source="Orion">Aditya Birla Group</keyword>, has launched a new campaign. The campaign, ‘Sada Mast Raho’, challenges the social code of conduct prescribed for the groom at his wedding. Be it his choice of clothes, mannerisms or body language, the film encourages men to feel free to express themselves in their true spirit, especially during their special day. For the record, Tarun Tahiliani is a prominent Indian fashion designer and is known for his ability to infuse Indian craftsmanship &amp; textile heritage with tailored silhouettes. Men’s fashion in India has come a long way owing to a plethora of boutique labels offering out-of-the-box and trendy looks, cuts and fits for men across western casual and formal wear. Today, there is ample choice for men to pick from and make a statement or express themselves through fashion. However, when it comes to ready-to-wear wedding wear, they are limited in style, fits and quality. Besides, in India, the choice of the groom’s outfit is often a consensus between his mother, sister or bride-to-be, if not more. Often the grooms find their style and taste compromised and their expression confined when it comes to their wedding. Therefore, the film is a war cry against this compromise and urges grooms to be themselves, more so on the most important day of their life. It showcases the typical ways a groom must behave in a function such as posing for photos, standing upright and looking like a royal mannequin, being traditional in greeting his elders and dressing a certain way that may not suit his personality. On the contrary, the Tasva groom is liberated from these chains of social codes and is true to his character. He is comfortable and expressive in his outfit and his skin. The film shows a scene from a typical wedding reception. The photographer is instructing the bride and groom to pose for the typical wedding album kind of photos. The groom dressed up gorgeously in a Tasva outfit watches his bride perplexed and guests getting bored. He blows a whistle and signals to the band to play something interesting. Thereafter he takes the wedding by storm. He dances, grooves, teases and mocks the rather serious codes and rituals that surround an Indian wedding. He joins the band and sings, “Fursat Na Dekho, Mahurat Na Dekho, Sada Mast Raho”. In the end, we see him take an uncle’s pagdi and climb atop an elephant and dance as the entire guests at the wedding join him in the gala party. <div type="Youtube" id="DKtulPhRayQ" title="Tasva - Sada Mast Raho Brand Film - 2 Minutes" thumbUrl="https://i.ytimg.com/vi/DKtulPhRayQ/mqdefault.jpg"></div> Speaking on the campaign, Tarun Tahiliani, Tasva, an <keyword id="12935749" type="General" weightage="20" keywordseo="aditya-birla-group-venture" source="Orion">Aditya Birla Group Venture</keyword> said, “The spirit of Tasva i.e 'the best of self' can not be expressed in jaded, forced portraits but must be expressed in the current possibilities - of movement, freedom and self-expression. The film beautifully captures this in the digital age. And our garments are also young, tailored, sculpted but designed for fit and movement - a light, cool breeze - Sada Mast Raho.” <keyword id="2959989" type="General" weightage="20" keywordseo="titus-upputuru" source="Orion">Titus Upputuru</keyword>, Creative Head, Taproot Dentsu Gurgaon added, “When you see the advertising in this segment, it all seems rather serious. The way a man poses after wearing traditional Indian wear, it seems like he is on to saving the world. He is standing upright and has this piercing look into the camera. Also when it comes to weddings, ‘sada sukhi raho’, ‘sada suhagan raho’ (to the bride), etc. are the usual blessings that are given. We said let’s change the conversation because the young men who have marriage on their minds aren’t suddenly turning into these very serious men. It is their big day and they still want to have a good time. That’s why we wrote ‘Sada Mast Raho’. It was wonderful to partner Tarun Tahiliani. I love his sensibilities and the finesse that he has brought into the garment is pure genius.” Abhinav Kaushik, Head, Taproot Dentsu Gurgaon commented, “Men today have very clear preferences with respect to their attire and are using self-grooming and dressing as means to express their true personalities. But when it comes to Indian wear, they are somewhat at a loss due to lack of options, unlike in western wear. With Tasva, we aim to widen their range of choices and encourage that natural self-expression and exuberance even in Indian wear. This campaign is an absolutely refreshing way to break the seriousness that comes with ethnic wear.”

Aditya Birla Group's Tasva challenges the social code of conduct prescribed for the groom at his wedding

<ul><li>Honda Active has unveiled a new film to encapsulate the emotions of millions of Indians who are bouncing back on their feet while navigating through the pandemic.</li><li>The film has been conceptualized by <keyword id="2805309" type="General" weightage="20" keywordseo="taproot-dentsu" source="Orion">Taproot Dentsu</keyword>.</li></ul><keyword id="480874" type="General" weightage="20" keywordseo="honda-motorcycle-scooter-india" source="Orion">Honda Motorcycle &amp; Scooter India</keyword> (HMSI) and Taproot Dentsu (A dentsuMB Company), the creative agency from dentsu India, have unveiled a new film to encapsulate the emotions of millions of Indians who are bouncing back on their feet while navigating through the pandemic. Over the past 20 years, <keyword id="371296" type="General" weightage="20" keywordseo="honda-activa" source="Orion">Honda Activa</keyword> has become an integral part of the nation. As a true companion for millions of Indians, Activa has proudly witnessed their progression to the front seat. Motivated by our nation’s challenging spirit to keep moving forward in the face of countless challenges, Honda Activa has been by their side as a trustworthy and true companion. ‘India ke 2 Pahiye’, a film conceptualised by Taproot Dentsu, celebrates the never give up spirit of Indians who are resuming their routine – this time with life with hope, more confidence, and with their trusted companion Honda Activa. <div type="Youtube" id="L8NOdHGdfag" title="Honda Activa | Aap aur Activa, India ke Do Pahiye" thumbUrl="https://i.ytimg.com/vi/L8NOdHGdfag/mqdefault.jpg"></div> The film captures a day in the new normal, post-pandemic life of India where people from different walks of life and professions return to lead their normal routine life which was affected due to the pandemic. The unique treatment of the film was to show various people in different geographies across India; how everyone is getting India back to its feet. The aim of the film is to motivate Indians to become the two wheels of the nation so that an army of confident Indians can be made who can fight any challenge and move India forward. The film ends with an army jawan (soldier) riding the Activa, summing up the fighting spirit of India and the role Activa has played in it with a voice-over, ‘Aap aur Activa – India ke Do Pahiye’. Speaking on the campaign, <keyword id="12255262" type="General" weightage="20" keywordseo="yadvinder-singh-guleria-director" source="Orion">Yadvinder Singh Guleria - Director</keyword>, Sales &amp; Marketing, Honda Motorcycle &amp; Scooter India said, “The campaign emphasizes upon India’s Diversity, Equality &amp; Inclusivity in taking the nation forward amidst the challenges of the new normal post-pandemic. The idea was about ‘We not Me’ - showcasing how just like Activa, the nation &amp; its active people together – ‘India ke 2 Pahiye’, are the two wheels of progress. The film salutes the spirit of all active Indians as they stand united to overcome these challenges. Ushering in the wave of positivity, the film showcase how each one of us in our own capacity, represent the resilience, determination and dedication with which our country is emerging stronger. In this journey, as a true &amp; trustworthy mobility partner, Activa – the highest selling scooter brand in India, symbolises ‘India Ke Do Pahiye’ delighting millions of Indians.” <keyword id="2959989" type="General" weightage="20" keywordseo="Titus-Upputuru" source="Orion">Titus Upputuru</keyword>, Creative Head, Taproot Dentsu said, “Activa has been around for two decades &amp; having by far the best visibility across length &amp; breadth of the country. Activa is synonymous with the two wheels moving India. As we look at our country and how it is getting back into shape, we felt that actually all of us are contributing towards it by being the two wheels of India. Each one of us are doing our bit to get India back on its feet. This campaign is a salute to the relentless spirit of India and only a leader brand like Activa can do this kind of salutation. The brief was to capture this spirit &amp; movement of India bouncing back. We went around shooting all kinds of actions on legs in our daily pursuit of living, which was an unusual experience for us!” “This was a sort of catharsis for the agency and much beyond a brief. The task was not to just create a brand campaign for Activa, but almost write an ode to the indomitable spirit of India. The approach was ‘Simply to Amplify’ as Activa is loved by multiple generations of consumers across India and it was only fitting that a brand of Activa’s stature talked about how India and Indians are making a comeback after the most difficult times. The spirit of humanity to rise from a crisis and the spirit of every Indian to stride positively has been beautifully captured in the ‘India ke do pahiye’ concept,” added Abhinav Kaushik, Office Head, Taproot Dentsu. <table style="color: rgb(34, 34, 34); font-family: Arial, Helvetica, sans-serif; font-size: small; background-color: rgb(255, 255, 255); width: 6.5in;" class="redcator-table-advance"><tbody><tr><td style="font-family: Roboto, RobotoDraft, Helvetica, Arial, sans-serif; width: 297.7pt; border-width: 1pt; border-style: solid; border-color: black; padding: 0in 5.4pt; height: 27pt;">Campaign Summary: <ul><li class="m_3026322355014448644xmsonospacing">Campaign Elements: TV, Print, Outdoor, Digital, Events </li><li class="m_3026322355014448644xmsonospacing">Client: Honda Motorcycle and Scooter India Pvt. Ltd. </li><li class="m_3026322355014448644xmsonospacing">Creative Agency: Taproot Dentsu </li><li class="m_3026322355014448644xmsonospacing">National Creative Director: Titus Upputuru </li><li class="m_3026322355014448644xmsonospacing">Creative Team: Titus Upputuru, Vishnu Das Kunchu, Akash Swami, Utsav Chaudhary, Dibakar Das</li><li class="m_3026322355014448644xmsonospacing">Planning Team: Samik Chatterjee</li><li class="m_3026322355014448644xmsonospacing">Executive Vice President, Account Management: Abhinav Kaushik</li><li class="m_3026322355014448644xmsonospacing">Vice President: Shiguma Shinohara</li><li class="m_3026322355014448644xmsonospacing">Client Servicing Director: Atul Rao</li><li class="m_3026322355014448644xmsonospacing">Account Director: Aakash Jain</li><li class="m_3026322355014448644xmsonospacing">Account Executive: Rishika Kakar</li><li class="m_3026322355014448644xmsonospacing">Films: Kriti Khandelwal</li><li class="m_3026322355014448644xmsonospacing">Director (of the film): Arun Francis </li><li class="m_3026322355014448644xmsonospacing">Producer: Murali Govindan</li><li class="m_3026322355014448644xmsonospacing">Production House: Film Dojo</li><li class="m_3026322355014448644xmsonospacing">DOP: Shivendu Kudalkar</li><li class="m_3026322355014448644xmsonospacing">Music: Micu Patel</li><li class="m_3026322355014448644xmsonospacing">Lyrics: Titus Upputuru</li></ul></td><td style="font-family: Roboto, RobotoDraft, Helvetica, Arial, sans-serif; width: 170.1pt; border-top: 1pt solid black; border-right: 1pt solid black; border-bottom: 1pt solid black; border-left-width: initial; border-left-style: none; padding: 0in 5.4pt; height: 27pt;">Title of film: Activa - India ke 2 Pahiye Duration: 1:22 seconds Film Launch: 3rd October 2021 Exposure: TV, Digital, Events, Dealerships, Mobile, WhatsApp, Events </td></tr></tbody><tbody></tbody></table>

Honda Activa's new film aim to encapsulate the emotions of Indians who are bouncing back on their feet while navigating through the pandemic

<ul><li> As we come to the end of 2021, most of us are entering 2022 with a lot of hope and positivity. </li><li>Despite the challenges, 2021 turned out to be a good year in terms of the campaigns our creative agencies churned out. We saw many heartwarming, thought-provoking, quirky campaigns that won our hearts through the year.</li><li>In today's edition of our year-ender series, we talk to the best storytellers from the Indian advertising world and they tell us their expectations from 2022.</li></ul>2020 was one of the most difficult years we have faced in recent times which brought with it massive challenges. With people stuck at their homes, many of the traditional mediums witnessed a huge drop in spending. 2021, therefore has been a year of slow recovery. While the first half of the year was, in some ways, even more challenging, owing to the havoc the second wave of Covid-19 wreaked, things have been steadying slowly. The second half of the year has seen consumer sentiments slowly moving towards positive and it has been a good festive season. GroupM in its recently published report gave some positive news, that the industry is recovering much faster than earlier anticipated. And there have been signs of the green shoots too with different mediums recording good growth. BARC recently revealed that the November ad volumes for Television stood at 156 million seconds, 3% higher than 2020 and 31% higher than 2019. Meanwhile, Digital has been witnessing steady growth. Magna’s recently released report noted that digital ad formats grew by +20% (APAC average: +23%) to Rs 21,400 crore, while traditional media rose +12% to Rs 44,300 crore. The report also predicted a good recovery for traditional mediums like Print that were impacted due to the pandemic. For mediums like OOH and Experiential, the recovery is slower but again, the hope is 2022 will bring some cheer. With consumer sentiments turning positive and brands’ increasing willingness to spend more on advertising, things seem to be on the mend for now. However, even in a year when AdEx had been impacted, our creative agencies came up with some beautiful campaigns to make the year just a little better for us. From CRED’s Indiranagar ka Gunda to Mondelez’s reimagining of its iconic cricket stadium ad for Cadbury Dairy Milk, we have seen some heartwarming ads that made the year just a little more bearable. Meanwhile, a lot of brands also moved towards purpose-driven marketing. We also saw agencies come up with wonderful ideas to solve consumer problems. So, there was a shift from hard-selling to storytellers also becoming problem-solvers and this is a trend we hope stays. It will all be about going that extra mile, doing some good for the society. We will continue to see a lot of these trends in 2022 as well, but there is more in store. While the industry is moving towards the next year with cautious optimism, we spoke to a few experts from the advertising industry to understand what we can expect from 2022, and here is what they had to say: <keyword id="269997" type="General" weightage="20" keywordseo="amer-jaleel" source="Orion">Amer Jaleel</keyword>, Group CCO &amp; Chairman, MullenLowe Lintas Group The Rise of Regionalism in Advertising At one level, people are becoming more like each other. But look closer and you’ll see more alike, yes but also differently alike. Regionalism undoubtedly will be one of the dominant themes in the coming years, and this does not mean the archaic translations or redubbing of Hindi work that we used to churn out as a matter of course. As people receive more culturally relevant content to where they hail from or reside, we will see them shift towards themes and propositions that appeal to them. We see a confidence among people to claim their cultural territory and ask for entertainment that is more skewed towards them. And because you are viewing, not reading anymore, you can enjoy or be entertained or educated or moved in the nuances and the fine differences of the community you belong to, rather than be part of a generic mass. What that’ll mean to the creative process and production process you can only imagine in a country such as ours. Per piece, per project budgets will keep getting squeezed but overall outlays will go through the roof and marketing costs are bound to explode. It’s interesting times for a creative partner to both strategise in depth and create a plethora of gloriously unique work for the same brand over differentiated audiences. The more the frenzier, ha ha.” <keyword id="3844858" type="General" weightage="20" keywordseo="kainaz-karmakar" source="Orion">Kainaz Karmakar</keyword> &amp; Harshad Rajadhyaksha, CCOs, <keyword id="138018" type="General" weightage="20" keywordseo="ogilvy" source="Orion">Ogilvy</keyword> India Seniors will learn from juniors The pace with which new media and technology are integrating themselves into advertising, we can either up-skill or pack up our egos and leave. This is the truth. The faster we internalise it, the clearer we will be about our future. If this clarity leads us to acquiring new skills, then the best teachers are the youngest people in our offices. They were almost born with a smart phone in their hands. We had to learn to live with devices and apps. They can’t imagine living without them. Technology is blood to them. Add to that the immortal enthusiasm of their youth. An hour in their company is like reading an entire issue of The Wire. We should invest in these kids. Not just money but also our time. Learning something new from them is much more fun than whatever administrative meeting we are missing to do this. The fabric of advertising as we know it is changing. It’s terrific to be a part of this change, even if it means going back to being a student. Most of us had the best time of our lives when we were students. Only this time, our teachers are younger and cooler than us. <keyword id="1106781" type="General" weightage="20" keywordseo="rahul-mathew" source="Orion">Rahul Mathew</keyword>, Chief Creative Officer, <keyword id="910338" type="General" weightage="20" keywordseo="DDB-Mudra-Group" source="Orion">DDB Mudra Group</keyword> Valuing, Supporting and Protecting Talent This actually isn’t a new trend, it’s going back to what this business was built on – talented people. I can’t remember who said ‘Advertising is the only business where our biggest asset leaves out of our front door every day’. But it’s the most important truth of our business. One we’ve been guilty of forgetting, often. And with work-from-home, while our talent may not be walking in and out everyday, they are getting woo-ed everyday - by in-house agencies, other creative pursuits, start-ups with more money or just by the promise of a better work-life balance. So, if we do not double down on our efforts to make our talent feel valued, supported and protected; we will not have the talent to call ourselves a creative industry. <keyword id="3616322" type="General" weightage="20" keywordseo="arun-raman" source="Orion">Arun Raman</keyword>, Chief Intelligence Officer, GREY Group India 2022: Happy Brave Year The last 2 years were all about ‘Safety First’. Any action perceived as risky, was quickly branded as irresponsible by all and sundry. And we were all forced to put our heads down and keep our distance from the unknown. Covid, particularly the Delta variant, made marketing prudent too. At a time when there were tectonic shifts happening in consumer behavior, in cultural markers and even in business models, prudence was the operative word. Protection of market shares and protection of bottom-lines were the extension of protection at home. After all, aren’t marketers human first, consumers next and sellers lastly! I predict 2022 to break these self-imposed protectionist mindset by my marketing counterparts. Most have adeptly adapted to the new business models and the new way of consumer behavior. We are already seeing green shoots of big ideas re-surfacing. Big Bold Heroic Brand Ideas. That always are by-products of brave adventurous marketers. I think 2022 will be the Return of Bravery in our industry and the beginning of the end of the pandemic infused risk-aversion. <keyword id="2932117" type="General" weightage="20" keywordseo="amit-wadhwa" source="Orion">Amit Wadhwa</keyword>, CEO India, dentsu Creative Amalgamation of Creative with Data, Technology and Digital 2021 has been a year that has had possibly the most ups and downs. Right from starting the year on a bullish note to seeing the biggest challenge with the second wave both from a business and people wellness front to finally coming out of it and closing the year on a high. The one thing that 2021 taught us was that it’s good to be ambitious but ‘cautiously ambitious’ rather than ‘bullishly ambitious’. So I guess we enter 2022 with this wisdom but there is so much more that we would need to focus on. One thing that I feel extremely passionate about is that we are in the business of creativity and our core is and will always be ‘creative’. And while I say this, we are living in an extremely dynamic world where right from methods of mining insights, ideas reaching consumers to consumers experiencing brands are all changing. 2022 will be a landmark year where creative agencies will see an even bigger transformation of the amalgamation of creative with data, technology and digital as the boundaries will vanish much faster this year. And agencies that are not ready for this change or are reluctant will face the heat while the ones who are better prepared and want to embrace the changing world will prosper. With our investments in data, tech and digital, I am all excited to embrace 2022. <keyword id="1505615" type="General" weightage="20" keywordseo="Ashish-Khazanchi" source="Orion">Ashish Khazanchi</keyword>, Managing Partner, Enormous 2022: The year of getting back to normal The pandemic was a true test of character of people, teams and organisations. While there certainly was a big drop in businesses and toplines, what was at stake was organisations' humanity. People in organisations everywhere dealt with the kind of uncertainty they never were faced before. Uncertainty of livelihoods, careers and sanity amidst surmounting work pressures. The better organisations, in my opinion, made sure that their people were taken care of at least as much as their businesses. When the specter of lockdowns was a little bit behind us, we saw a simple trend both in terms of people and companies. The ones with initiative thrived even in the midst of a terrible external situation. Anyone who did not take easy ways out, like the typical bottomline managers do, by cutting costs rather than working on newer avenues of organisational growth, are going to be the true hero companies of tomorrow. They've tasted success and now when the tides are turning, they're going to be unputdownable. 2022 will see business return to near normal, I would predict the number of pitches to go through the roof from about March. The ones with the best people and processes and creative products, will win 2022 by a mile. <keyword id="1970421" type="General" weightage="20" keywordseo="emmanuel-upputuru" source="Orion">Emmanuel Upputuru</keyword>, Chief Creative Officer, Cheil Entering a year of new adventures While the novel Covid-19 virus visited our planet last year, we bore the brunt of it this year. But as we come to the end of 2021, we can only look forward to the coming year, with lessons, hope and confidence. I believe the biggest positive is that so many possibilities have opened up suddenly for talent, companies and brands. We have entered an era where we have to deal with not just uncertainty, but with the unknown. There is a sense that anything and everything is possible today. Some can face it with fear, others with hope and a belief. But as the virus, the human race is also adapting, mutating if I may say so. So many exciting things are happening around us. Metaverse, Blockchain, NFTs, DAOs. Big brands have already entered these spaces. It looks so exciting, like an adventure. I am reminded of the song that my daughter loves and (hates it when I sing), “Don't you know there's part of me That longs to go Into the unknown? Into the unknown Into the unknown

Trends 2022: Where advertising is headed in the year to come

<ul><li>On October 15, 2017, the whole world came together in support of #MeToo movement and started a conversation that encouraged many women to speak up against sexual abuse. </li><li>To celebrate its 3rd year anniversary, <keyword id="2805309" type="PERSON" weightage="20" keywordseo="Taproot-Dentsu">Taproot dentsu</keyword> has launched a film in collaboration with iDiva. </li></ul>To commemorate the anniversary of #MeToo, Taproot dentsu, the creative agency from dentsu international, has partnered with iDiva. Together, they have launched a riveting digital film that puts the spotlight on the conundrum of reporting abuse. The digital film titled ‘Nip in the Bud’, shows a young aspiring woman, fresh out of college, going to meet a powerful tycoon. Her interactions with him go really awry as he intrudes into her personal space and begins to touch her inappropriately. Before concluding on the man’s intentions, the young woman gives him the benefit of doubt that perhaps he was treating her like his daughter. Until he crosses the boundaries and begins to brush his hand against her bosom and places his hand on her thigh. To which, frantically, she then decides to get up and make a quick exit. Much to her dismay, he threatens that she would not make a career with this kind of attitude. The young woman goes into a café and tweets about the horrible experience. The film takes a twist when we see the tweet being read by a woman, realising to her horror that it was the same man who abused her years back. In the end, the camera pans to show a photograph on the mantle where we see that the two women are related and happen to be mother &amp; daughter. <div type="Youtube" id="qRbN0olPZI8" title="Nip In The Bud - A Short Film | 3 Years After #MeToo | iDIVA" thumbUrl="https://i.ytimg.com/vi/qRbN0olPZI8/mqdefault.jpg"></div> Speaking on the film, <keyword id="2959989" type="COMPANY" weightage="20" keywordseo="Titus-Upputuru">Titus Upputuru</keyword>, Creative Head, Taproot dentsu, Gurgaon said, “It wasn’t an easy subject. One had to keep in mind the sensitivities involved. What happens between a man and a woman within the confines of a professional environment is between them. There are no witnesses. There are no cameras. Nip in the bud is a tribute to every single woman who had the courage to speak about what happened in a moment where there was no one to corroborate the story. Unfortunately, many women took years to report and this allowed the men concerned to continue with the predatory behaviour. Hope this digital film inspires women across the world to nip it in the bud.” <div type="Article" hostid="261" msid="78704593" title="On #MeToo's 3rd year anniversary, Tarana Burke and FCB/SIX launch 'me too. Act Too,' a platform and brand campaign that urges the world to help ending sexual violence" mstype="2" mssubtype="0"></div>

Taproot dentsu launches a film as an ode to #MeToo and to every single woman who had the courage to speak up

<ul><li><keyword id="107877" type="CITY" weightage="20" keywordseo="Samsung-India">Samsung India</keyword> launches a new campaign to promote its <keyword id="9984689" type="UNKNOWN" weightage="20" keywordseo="galaxy-s21-ultra">Galaxy S21 Ultra</keyword> 5G.</li><li>The campaign is conceptualised by <keyword id="880130" type="COMPANY" weightage="20" keywordseo="Cheil-India">Cheil India</keyword>. </li></ul>They say a picture is worth a thousand words. We say a picture is worth many pictures! <keyword id="10591" type="CITY" weightage="20" keywordseo="Samsung">Samsung</keyword> India launches an epic campaign that showcases the prowess of Galaxy S21 Ultra 5G and its revolutionary 108MP pro-grade camera. Introducing #EpicDreamsOf21: For the first time ever, one can witness 21 unique dream shots captured in one epic shot! Conceptualised by Cheil India, it brings 21 epic dreams to life like never before. Our insights showed dreams of our consumers this year were very different from any other year. Simple things in life like going outdoors, eating at a restaurant, hugging a loved one, travelling, family get-together and celebrations, all of which were once a normal had turned into dreams. Dreams that are actually 21 different stories, all captured in one shot. With the highest resolution possible on a smartphone, <keyword id="173725" type="ORGANIZATION" weightage="20" keywordseo="Samsung-Galaxy">Samsung Galaxy</keyword> S21 Ultra 5G camera lets one take an epic photo in such detail that you can crop multiple shots with true-to-life details and hues. The vision of the campaign has been brought to life by award-winning film director Daniel Zenas Upputuru and shot by ace photographer <keyword id="7108369" type="UNKNOWN" weightage="100" keywordseo="Avani-Rai">Avani Rai</keyword>. The campaign epitomises a one-of-its-kind experience for Samsung consumers through its unrivalled picture quality and luxurious design. The microsite is now live: <div type="Youtube" id="O4CgWhu9TxE" title="#EpicDreamsOf21 | 1 epic shot. 21 crops captured #withGalaxy S21 Ultra 5G | Samsung" thumbUrl="https://i.ytimg.com/vi/O4CgWhu9TxE/mqdefault.jpg"></div> “At Samsung, we believe in innovations that enable our consumers to do what they can’t. With our latest campaign, we are excited to showcase the power of Galaxy S21 Ultra 5G’s pro-grade 108MP camera in an innovative manner. Photography enthusiasts can now click high-resolution images with its 108MP camera and crop it into many pictures without compromising on the quality,” said Aditya Babbar, Senior Director and Head, <keyword id="691908" type="ORGANIZATION" weightage="20" keywordseo="mobile-marketing">Mobile Marketing</keyword>, Samsung India. “We created a surreal visual journey of simple things in life that we missed in 2020 and turned them into #EpicDreamsOf21. This was captured in one epic shot in a setting we all wished to be in – the outdoors, using the power of 108MP of Galaxy S21 Ultra 5G. Every dream composition within the #EpicDreamsOf21 was inspired by a work of art brought to life using a cast of over 40 models posing for the epic photograph,” said <keyword id="1970421" type="PERSON" weightage="20" keywordseo="Emmanuel-Upputuru">Emmanuel Upputuru</keyword>, Chief Creative Officer, Cheil India.

Samsung's new campaign, featuring Avani Rai, is the weaving together of 21 shots into one shot

<ul><li>“Deadlines can wait. First, let me take care of my <keyword id="6354774" type="General" weightage="20" keywordseo="mental-health" source="Orion">mental health</keyword>!” said no advertising employee ever. In this industry, you are expected to be available 24*7 even though the job doesn’t require saving lives (I did ask around just to be sure).</li><li>With the impending third wave of coronavirus, it is exhausting to be creative, ‘ahead of the curve’ right now when every third person you know is positive.</li><li>We are all anxious and struggling to keep going but are scared to admit it. When you are in the business of ideas, it is a little more challenging to keep going.</li><li>So, we decided to check in with a few Creative Officers of Advertising agencies, who are expected to hold the whole family together.</li><li>They told us about their struggles, how they are finding the strength to keep going and shared a few tips on how we can deal with the impending wave from a both business and personal perspective.</li></ul>“Work-life balance? What’s that?” a 24-year-old copywriter, a friend, laughed when I asked him how is agency life is treating him and whether he has mastered the art of work-life balance in two years. I was almost embarrassed to have asked that question and realised that we have normalised inhuman working hours to an extent in which having a work-life balance is every agency employee’s pipe dream. I was going to ask him how he’s taking care of his mental health now that his mother has tested positive, but I decided to sit that one out. Well, let’s be realistic! Do advertising people have time to go to therapy or join a Zumba class or just be alone with their thoughts? People from the industry often say, some even with a generous dose of condescension, that ‘if you are not willing to be available 24*7 and clock at least 16 hours a day, you are not cut for the job.’ The person who does prioritize a personal task over work, is often frowned upon. With work from home, the stress levels, urgent deadlines, demanding clients and high pressure have all increased manifold. And when our country is preparing itself to face another possible wave of COVID-19 and its several mutations, it is becoming increasingly challenging for everyone to focus on work and continue leading normal lives inside our houses. Advertising agencies bear the additional responsibility of coming up with optimistic campaigns that drive change and raise awareness. Despite facing the blues of working in isolation and pressure to overperform in a dismal atmosphere, ad agencies are increasingly pushing their boundaries to come up with empathetic, change-making campaigns to help our country. These people in the business of ideas are expected to pitch new ideas almost every day. However, it is exhausting to be creative, ‘ahead of the curve’ right now when every third person you know is positive. Just when we started believing that life might be back to normal again, the universe took us back to square one. While one might argue that our medical industry does have better resources to support our citizens today than it did till last year, mentally, how can we find hope and do this all over again? How can we remind each other that this is temporary -- that holding on to hope is important more than ever before? Thankfully, there are a few optimists among us who are reminding us to keep it at and holding the whole family together. In the advertising ecosystem, it is the Creative Officers and their team members. Reminding us how there’s always light at the end of the tunnel, Titus Upputuru, Creative Head, Taproot Dentsu, Gurgaon and National Creative Director, Dentsu One took us back to our childhood days. He said, “In childhood, I remember the days when the electricity would go off and there were no back-ups or inverters, we children used to simply put candles in the darkness and make giant shadows on the walls with our hands. We would create barking dogs, flying eagles, and trunk raising elephants, all with our hands and sometimes feet. So to me, dark times are an opportunity to innovate. The dark homes helped us children to innovate and create magical things. If the lights hadn’t gone, maybe we were just watching Doordarshan.” Upputuru has seen a few of his loved ones lose their battle to the virus in the past two years. “The first time Covid happened, I became a little restless. I just knew that I wasn’t going to be chained; so I wrote songs, collaborated with artists, created content with Instagrammers. Second time was really trying. I lost three cousins and one uncle and aunt in a matter of 3 weeks and we were continuously attending funerals over zoom. Every week someone would disappear from those zoom calls and we were all wondering who will be next. It was quite heart-rending. I wrote ‘Lohe ke Gubbare’ (Balloons of Iron) about a little boy who was desperately seeking an iron ‘balloon’ for his dying mother at the hospital. So darker times push creativity in many ways,” he shared. Upputuru’s faith gave him hope and comfort to keep going. He also decided to spend his free time upskilling. “In current times, one can also upskill. Last year, I did a full digital course and learnt about digital marketing. The great thing was it was not just lectures – although there was a handsome measure of those – we also had to collaborate with teams across the world, across different streams and resolve real-time marketing issues on digital platforms. It was terribly exciting and it did keep me sufficiently occupied when the workload had become lesser due to the business impact. My go-to always has been to spend quiet time with God. I read Bible the first thing in the morning. There is so much wisdom and guidance that one can get on one’s knees. Also, I like to talk to God and have conversations. These conversations often help me to let go of things one can’t do much about. And yes, I do take care of my body with daily exercise. It’s important as the human body was meant to farm in the sun, hunt in the jungles, and fight as soldiers. But modern-day lifestyle, especially in current times, forces us to only sit or lie down," said Upputuru. After two years of living in the constant fear of catching a deadly virus, Garima Khandelwal, Chief Creative Officer, Mullen Lintas has learned to find comfort and joy in small wins. She said, “The pressure to be creative is a constant, while the scenario has been challenging, now for 2 years in the running. We all are coping with it every day, keeping the ball on the output, and for us a lot of what was taken for granted in how we worked or collaborated has changed forever. Yes, there are days that are low, but it’s all part of a day that comes to an end every day, and that is the thing to remember. With a “This too shall pass,” I look for small joys in everyday and cherish them. It’s okay to not be okay some days and days that are just about okay are okay too. What really comes into play is to deal with empathy. We had an unfortunate experience of being stuck at the Taj during 26/11. It was a tragedy the world knew about, but to live through it, and coming out luckily seemingly unhurt, it still played out for a long time after we got back home safe. I draw this parallel because for once we all are going through the exact same scenario, while some are dealing with more hardships than others. It’s not normal for anyone and it’s important therefore to be empathetic towards self and to others. My escape has been to go back to simpler times, a lot of things I remember my grandmother used to be busy with when I was growing up. With family, spending time in home improvement, all things I was always too busy for, I have found comfort in. Don’t worry about how and when things will go back to how it used to be but take each day as it comes. It’s all about living In the moment and honoring them with gratitude. Don’t hesitate in seeking help. We often underestimate the overwhelming nature of what we set out to do in a day, and we could do with a little help, just to understand better for ourselves how to deal with all of it.” DDB Mudra Group’s Chief Creative Officer, Rahul Mathew found a companion in his dog. “I don’t think there would be anyone who hasn’t struggled through these times. Over the past two Covid waves, the lucky ones have found antidotes to keep it together. My most potent antidote has been my dog. Having him around makes it easy to transition from high pressure to extreme joy. There’s also a practise I started many years back, to identify one optimist in your life (work or otherwise). And to have regular conversations with that person, especially when you feel your emotions sagging. Because as maligned as the word is today, being positive is the one thing we all need to be,” said Mathew. “In this business, there’s always pressure on the person to be creative. We’re only as good as the engagements, disruptions and unexpected work that we put out on a regular basis. The damage a pandemic does or did, is put pressure on the culture of creativity. It really tests how strong or weak the culture really is. A strong culture rearranges itself to protect its core of creativity and ones creating it. While a weaker one often succumbs to the pressures of the every day, by exposing its core to chaos and panic. It’s really a test of our belief in creativity as agency leaders. You’re only as strong as the people beside you. And I feel that’s the key to making it through the toughest of times. Both professionally and personally. We need to dig deeper into the connections we have with our people. And protect the ones who are core to what we do. Because it’s they, who in turn will keep us going,” added Mathew. Mukund Olety, Chief Creative Officer, VMLY&amp;R India said that the agency has hit a rhythm, working in a ‘come what may’ model. “Covid has tested our resilience. But creativity is a bug that flourishes in the toughest of conditions. If history is any guide, the most difficult periods have been followed by the most creative ones. The constraints have not just pushed brands to explore new mediums and create new kinds of work but also encouraged creatives to develop new ways of working. The initial few months were of course tough but now we have become well-versed in reacting and adapting to the changing situations. Creative folks thrive off each other’s energy. And it’s important to fuel that energy even while working remotely. Yes, now we are having more planned conversations than unplanned bumping into each other in the corridor ones – and sometimes those agenda-less corridor conversations can be super productive. We try and bring that same spontaneity even in virtual rooms. I encourage people to turn their cameras on during a brainstorm. It makes a difference and of course makes those long spells of silence more palatable. Every Friday, we have Fearless Friday sessions where all the creatives get together. It’s a platform to discuss and share whatever they like. And lastly, one important way to keep your team motivated and going is to genuinely empathize and care. It shows when you do. It reflects in the work,” said Olety. For an industry that is built around deadlines and deliverables, advertising people have found themselves at the intersection where moments of magic meet the point of serious stress, time and again. And as the country looks at the third wave of COVID-19, advertising folks advise you to listen, acknowledge and act upon what an individual may be going through in these trying times.

How to stay creative when you feel dejected: Advertising industry’s Creative Officers share some tips

<ul><li>Taproot Dentsu India, the creative agency from the house of dentsu international, has launched a new TVC for OPPO F19 Pro + 5G mobile phone.</li><li>To promote the launch of its new product series and spread awareness in the market, OPPO has onboarded <keyword id="383666" type="PERSON" weightage="20" keywordseo="Varun-Dhawan">Varun Dhawan</keyword> as its brand ambassador.</li></ul><keyword id="2034172" type="PERSON" weightage="20" keywordseo="Oppo-India">OPPO India</keyword> has launched a new film starring its brand ambassador Varun Dhawan. The ad also brings back a classic song from the 80s 'So Gaya Yeh Jahan' from Tezaab with a new twist to connect with millennials. Recently, two other brands, Levi's and Coca-Cola had used another famous song from the 80's 'Koi Yahaan Aha Nache Nache.' The film showcases the new AI Highlight Portrait Video feature. It demonstrates how OPPO F19 Pro series seamlessly fits into the lifestyle and brings game-changing features to the fingertips of the world’s most creative generation. The new F19 Pro Series aims to capitalise on the rising trend of creating video content amongst Gen Zs. OPPO recognises that the creators use their content as a platform for social expression and flaunting their individuality and uniqueness. With AI Highlight Portrait Video Quad Camera, OPPO F19 Pro series addresses one of the biggest pain points consumers have - shooting quality videos in the dark. The device empowers content creators to film visually stunning videos in challenging light conditions. OPPO’s F-Series has been positioned as stylish and flaunt-worthy phones for the youth of India. Thus, the agency’s task was to build on the popularity of the F-Series and highlight the key features of OPPO F19 Pro series that would find a meaningful interpretation for ‘Flaunt’, which would connect deeply with the target audience. Taproot Dentsu drew inspiration from the core feature of AI Highlight Portrait Video to demonstrate the OPPO F19 Pro series’ stellar solution to an age-old problem in content creation, “once the light is gone, the shot is gone!”. The agency noticed that nightfall particularly was a hindrance for content creators, and by removing this roadblock, F19 Pro series’ stunning new feature opens the night to the young creators in their most active hours. With this, the film highlights the phone’s ability to improve videos taken in challenging lighting conditions by focusing on the most extreme low-light video situation - the night. In addition to this, a key aspect of the approach is the choice of a music track for the film, a remix of an old cult classic Bollywood song that has helped build the night-time atmosphere with a thumping, bass-driven track and highly relevant lyrics. <div type="Youtube" id="-ZASsldLPqc" title="OPPO F19 Pro Series | Flaunt Your Nights | Varun Dhawan" thumbUrl="https://i.ytimg.com/vi/-ZASsldLPqc/mqdefault.jpg"></div> Damyant Singh Khanoria, Chief Marketing Officer, OPPO Mobiles India Pvt. Ltd. said, “As a leading technology brand, we take pride in creating products which delight consumers. ‘Flaunt Your Night’ spotlights the joy of capturing magical moments on the OPPO F19 Pro series even in low light conditions. We loved Taproot Dentsu’s approach of weaving the story of friends creating unforgettable memories with the iconic ‘So gaya ye jahan’ track. The film is the perfect embodiment of the F-Series product series.” Titus Upputuru, Creative Head, Taproot Dentsu Gurgaon added, “These days, video content is to the youth what photography was to the earlier generations. When we learned about the AI Highlight feature of the new OPPO F19 Pro series, we were quite amazed by it. In fact, I remember, a couple of months back, when I was working out one night on the terrace, I saw amazing shadows and I wanted to capture them in video format but I could not because of my phone. We thought this feature was really useful especially for the youth, because night is the new day. The idea came to us with the song. The iconic ‘So Gaya Ye Jahan’ song seemed to be so appropriate to lead the video where we show a bunch of youngsters hanging out after the world has gone to sleep. We hope the youngsters love this content and are inspired to create more such content with the help of the AI Highlight Portrait Video feature of OPPO F19 Pro series.” Abhinav Kaushik, Executive Vice President, Account Management, Taproot Dentsu Gurgaon commented, “OPPO’s F19 Pro Series is a game-changer in its segment of the mobile handset industry. With its innovative features that empower content creators to break the low-light obstacles in their path, the brand is poised to drive real, tangible value to millions of aspiring creators across the country. The creative interpretation of the brief helped to isolate and effectively communicate these features and demonstrate that OPPO’s F19 Pro Series is here to push the envelope further.” <div type="Article" hostid="261" msid="81268078" title="When Deepika Padukone and Ranbir Kapoor grooved to the same 80’s catchy Bollywood song for their latest ads for Levi's and Coca-Cola" mstype="2" mssubtype="0"></div>

OPPO India rolls out new film with brand ambassador Varun Dhawan

<ul><li><keyword id="177378" type="COMPANY" weightage="20" keywordseo="Cannes-Lions">Cannes Lions</keyword> today announced the Radio &amp; Audio Lions and Mobile Lions, the Creative Business Transformation Lions, Creative eCommerce Lions, Brand Experience &amp; Activation Lions, and Creative Effectiveness Lions, Innovation Lions, and the Young Lions Marketers Award.</li><li>FCB Interface wins another Bronze Lion for 'The Punishing Signal’ campaign in Brand Experience &amp; Activation category.</li><li>Dentsu Webchutney picks two more metals on Day 4, bringing its tally to 7.</li></ul>It is Day 4 of <keyword id="11254454" type="UNKNOWN" weightage="20" keywordseo="cannes-lions-2021">Cannes Lions 2021</keyword> and India has picked up four metals out of 21 shortlists across five categories. FCB Interface has added yet another Lion to its laurel as it won one more Bronze for 'The Punishing Signal’ campaign in Brand Experience &amp; Activation category under sub-category Not-for-Profit/Charity/Government. So far, FCB India and the Mumbai police’s campaign has won seven metals including one Gold, three Silver, and two Bronze Lions under Health &amp; Wellness, PR, Outdoor and Brand &amp; Activation Lions. Speaking on the win, Robby Mathew, Vice Chairman &amp; CCO, FCB Interface, said, “Absolutely delighted. I really wish we had entered it in more categories.” Dentsu Webchutney also continues its winning spree on Day 4 by adding another Bronze and Silver to its metal tally. The digital agency has won a Bronze Lion for Swiggy Instamart’s ‘The Better Half Recipes’ campaign under the Creative eCommerce (cultural insight) category. <div type="Youtube" id="mawkqC5WkIY" title="Swiggy Instamart | The Better Half Cookbook" thumbUrl="https://i.ytimg.com/vi/mawkqC5WkIY/mqdefault.jpg"></div> Dentsu Webchutney’s most awarded campaign at this year’s fest so far, The 8-bit journo also picked another metal in the form of Bronze under Mobile Lions category for Mobile-led Creativity. <div type="Youtube" id="g1jQXgfaLXE" title="8-Bit Journo" thumbUrl="https://i.ytimg.com/vi/g1jQXgfaLXE/mqdefault.jpg"></div> Elated with the victory, Gautam Reghunath, CEO, Dentsu Webchutney welcomed another Lion to his den at Dentsu Webchutney. He said, “It’s right about now, the middle of Cannes Lions week, where it usually gets exciting for us at Webchutney. That’s because the categories up for awards during that time, and those that we’ve been lucky to win in recently reaffirms our point of view on where creativity is headed. The kind of work that has won in digital craft, creative e-commerce, mobile, social &amp; influencer are true to the style of creativity that we want to champion and we’re so happy to be in such excellent company this year. And also the company of all the other wonderful Indian work that’s won from FCB, DDB, Ogilvy and others.” As of today, both Dentsu Webchutney and FCB India are in the lead with 7 metals. On the other hand, Cheil India has picked its first Silver Lion of this year’s fest for Samsung’s ‘Now, Words Aren't Just Heard’ campaign under Mobile Technology category for Innovative Use of Technology. Since the invention of Braille in 1824, there has not been much progress in the way in which the deafblind can communicate. As they suffer from impairment of sight and hearing it becomes nearly impossible for them to reach out to the world. While communication technology has progressed leaps and bounds from text and speech to images and video chats, it has been in stasis for the deafblind. Samsung Good Vibes and Cheil India came with a unique solution to this problem by launching a smartphone app that opens up the world of the deafblind and helps them communicate like never before. The app comes with two interfaces: a deafblind person can send a message from the app by tapping on the screen using Morse Code—where all letters of the English alphabet are combinations of dots and dashes. <div type="Youtube" id="5bYfvaxelE4" title="#KCA20 | Now, Words Aren&quot;t Just Heard, But Felt | Samsung | Cheil Worldwide" thumbUrl="https://i.ytimg.com/vi/5bYfvaxelE4/mqdefault.jpg"></div> On bagging the silver, Emmanuel Upputuru, CCO – Cheil India said, "Samsung Good Vibes- Now words are not just heard but felt is an innovative initiative to raise awareness of a problem that is often not seen or heard. It is a campaign that is now bringing inclusivity to over 500,000 people who have been disregarded by modern social media technologies. It is extremely humbling to be considered, much less to win the prestigious Cannes Silver in Mobile/ Innovative use of Technology category. We are grateful to be recognised for this innovative, adaptive and evolving two-way communication experience for the deafblind. The win reinstates our belief in company’s ethos of creativity inspired by technology. We hope to continue bringing such innovative work that will help the society as a whole. Keeping our fingers crossed for other categories.” There were no shortlists in the Radio &amp; Audio, Creative Business Transformation, Creative Effectiveness and Innovation Lions categories from our country. <div type="Article" hostid="261" msid="83775157" title="Cannes Lions 2021: On Day 3, India secures 21 shortlists" mstype="2" mssubtype="0"></div>

You Searched For "titus upputuru creative head" and got 9 results

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Taproot dentsu launches a film as an ode to #MeToo and to every single woman who had the courage to speak up

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