#dentsuimpact

[campaignsoftheworld]

Hindustan Newspaper - Aathwa Phera, the message of gender equality in society

Dentsu Impact has released its latest campaign for the leading Hindi daily – Hindustan, from the HT Media Group. Titled Aathwa Phera, the campaign focuses on the importance of equal status that both husband and wife should enjoy in marriage. Standing true to Hindustan's positioning of 'Tarakki ka Naya Nazariya', the campaign brings out a fresh perspective on how one looks at marriages. Targeting the Hindi speaking belt including UP, Bihar, Jharkhand etc., the initiative urges men to bring about a positive change in the dynamics of a marriage, wherein women tend to make more compromises than men today. It is a call to all men to support their wives by taking up more responsibilities at home. Commenting on the campaign, Rajan Bhalla, CMO, HT Media Group, said, "Hindustan is a progressive brand, and believes that new perspectives have the power to bring about positive change in the society. Aathwa Phera is an initiative that will connect deeply and emotionally and it will evangelize the core brand positioning of Tarraki Ka Naya Nazariya. Most importantly, it will bring home the message of gender equality in society." Speaking about the concept, Soumitra Karnik, CCO, Dentsu Impact added, "The narrative of gender equality has been there for a while now. However, we still hear stories every day that proves there is still a lot to be done to ensure equal status for women (especially in certain regions). Everyone talks about equality in the workplace, jobs, opportunities etc., but what about our homes? What about the husband treating his wife as an equal? This is where our concept came from. We want every man to take a vow that he will support his wife and ensure her equal status in a marriage." Megha Jain, Sr. Vice President, Dentsu Impact, said, "Aathwa Phera is not just a creative campaign for us. It is a campaign that should move people, relationships and move society. Our concept is very simple, and in that lies its power. One takes seven vows during a marriage, vows that are supposed to help a couple live a happy married life. We need to add one more vow to this, a vow that is critical for any marriage to be a happy one – the vow of equality. With this campaign, we want to encourage more and more couples to take this vow, and not just newly married couples, but people who have been married for any number of years. We chose to write this concept putting the onus on the man as we feel equality isn't something that a woman needs to fight for, it should come naturally in a marriage, and for this, it is more important to get men to embrace this." Apart from a film which is running on digital platforms currently, the campaign will spread across press, radio, outdoors and most importantly on-ground. With Karwa Chauth being celebrated today, the campaign is expected to garner a hugely positive response and many men taking the opportunity to promise equal rights to their wives. Tags: Hindustan, HT Media Group, Aathwa Phera, Hindustan Newspaper, Dentsu Aegis Network, India, Equality, Marriage, Wedding, Film, Gender Equality, Dentsu Impact, TV Commercial Read the full article

[campaignsoftheworld]

Maruti Suzuki India - Swift Limitless Stories

Maruti Suzuki India, in collaboration with Dentsu Impact, has unveiled a brand-new campaign, Swift Limitless Stories for the 3rd generation Swift. After the launch of the new model last year with the campaign #BeLimitless, MSIL was looking to take Swift’s legacy of performance forward. The objective of the campaign was to help people connect; not just physically but also emotionally with the concept of being ‘Limitless’. A Banker Who Scaled Mount Everest | Vikas Dimri Mother Of 2, Inspiration Of Millions! | Mary Kom Sprinting To Glory With Just One Leg | Bhupendra Sharma Commenting on the campaign, Shashank Srivastava, executive director-marketing and sales, Maruti Suzuki India said, “We want to engage with our target group (TG) in a more meaningful way. The Swift Limitless Stories is a way to build a higher level of brand salience to associate with performance but in an emotional way. It is also going to be our long-term strategy. These stories celebrate individuals who keep challenging themselves to become their better version. We wish to associate Maruti Suzuki with visual dynamism and pursuit for excellence. We also have a separate campaign for sales promotion for Swift. This campaign does not push for immediate sales. It, however, is meant to build brand salience." Brought to life by Dentsu Impact, the creative agency from the house of Dentsu Aegis Network, the Swift Limitless Stories campaign celebrates three individuals who have overcome immense challenges in their lives while in their pursuit of greatness – Olympic and World Champion Mary Kom, Para-athlete Bhupendra Sharma, and a corporate banker Vikas Dimri, who conquered Mt. Everest and the Ironman Race the same year. Speaking about the campaign, Anupama Ramaswamy, National Creative Director, Dentsu Impact said, “Swift has always celebrated performance. And the ‘Swift Limitless Stories’ campaign has been created to do exactly that, with one difference – it takes the ‘Be Limitless’ philosophy beyond just the car. It salutes the undying spirit of certain special achievers who never accept things as they are and keep pushing past all limits to achieve their dreams. These stories have been carefully selected, because we felt they strongly connect with our consumer’s ‘nothing-is-impossible’ attitude.” The campaign relies on storytelling and celebrating the limitless heroes without consciously integrating the car. Reason being that the vision of this campaign is to personify the philosophy of ‘Be Limitless’ by highlighting the strength, passion and relentless determination of certain out-of-the-ordinary individuals. Swift Limitless Stories has been created to engage specifically with audiences on social media, Maruti Suzuki’s content hub, as well as the individual social media handles of these heroes. Hindol Purkayastha, Senior Vice President, Dentsu Impact said, “Swift has been an iconic brand which has been loved by multiple generations. Our latest campaign focuses on the digital audience and with compelling storytelling it will truly allow us to inspire millions of followers and get newer younger audience. With performance at the core of the brand, it was time to shift the conversation to individuals from the product. Thus, the concept of #BeLimitless campaign was used as a trigger to invite more stories of individual achievements. With this, we continue to own the space of performance.” With the Limitless Stories campaign, MSIL is not just sharing inspiring stories, but is also creating a platform for its audience to share their own journey with the world. The films have been directed by Sharat Sharma - Crazy Few Films. Credits President: Amit Wadhwa Account Management: Hindol Purkayastha, Karun Arora, Arjan Soni, Arjun Shankar, Medini Pateria Digital Account Management: Binodan KD Sarma, Dilpreet Singh, Varsha Bhatnagar National Creative Director: Anupama Ramaswamy Creative: Monish Gupta Films Head: Suprotim Day Production House – Crazy Few Films Director – Sharat Kumar Producers – Urfi Kazmi/Viraj Gawas Associate Producer – Sunny Shah Read the full article

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IKEA’s Grand Opening in India - Make Everyday Brighter

Whenever there’s a mention of ready-to-assemble furniture, IKEA is the name that pops up in everyone’s head. The Swedish-based multinational company started its overwhelmingly successful journey in the year 1943. Fast-forward to today, the 75-year old brand has more than 416 stores in 50 countries. The newest addition to the IKEA family is the store in Hyderabad, India. The grand launch of the store attracted an enormous amount of attention. Well, IKEA’s advertising efforts need to accredited for the positive response the store received on day 1 itself. Before the launch day, IKEA released a digital campaign titled - Make Everyday Brighter.

The short ad was conceptualized by a creative agency called Dentsu Impact. Given IKEA’s stature in the international market, it was important for the Swedish brand to choose the right creative partner. The allotment of the project to Dentsu Impact was a result of IKEA’s thorough selection process. An invitation to the top 25 creative agencies was released in February 2016 itself. After a few selection rounds, the number of creative agencies competing for the job reduced to 8. Dentsu initiated work on IKEA’s “Make Everyday Brighter” campaign in the November of 2016, and the end result came out to be nothing short of impressive. The digital campaign portrays a normal day in the life of an Indian family. However, the highlighting factor of the video promo is that the daily life of the family is depicted in a way that is intertwined with IKEA’s different offerings. The ideation behind the campaign not only creates a sense of familiarity in the minds of the audience but also subtly put forward the notion that a major brand is being advertised. In simple words, the digital film depicts how IKEA’s furniture makes everyday life brighter. Hence, the title justifies itself. Other than the Make Everyday Brighter campaign, IKEA also posted countdown videos on their Indian YouTube channel to create the necessary hype for the store’s launch. The same countdown was executed on the brand’s Indian Instagram handle as well. Digital marketing played a very important role in IKEA’s grand opening in India. Even Twitter witnessed a buzz about the Hyderabad store’s scheduled launch on 12th August. IKEA’s proposed strategy for the Indian markets also paved the way for a successful launch day. A crowd of about 40,000 customers greeted the launch day celebrations at IKEA’s store in HITEC City, Hyderabad. On a press conference held a few days before the launch, IKEA’s CEO promised to make the brand affordable and accessible. Jesper Brodin’s statements hold weight as IKEA has about 1000 products priced under Rs. 200 and the store are set to be open 365 days a year. Furthermore, IKEA’s extensive approach to hosting a perfect opening in India was evident in the preparations made on the launch day itself. A 1000-seater restaurant located within IKEA 400,000-square-foot-store offered various delicacies at an affordable price. To put things into perspective, visitors had the option to buy a Samosa at just Rs. 10. The decor around the premises of the grand opening set the mood as well. Also, various IKEA- themed auto-rickshaws gave people virtual tours of the store. A number of other minor efforts were also made to ensure a memorable launch day in India. We feel that IKEA’s grand opening in India lived up to the hype. Furthermore, the facts speak for themselves. IKEA’s Hyderabad store made sales worth around 2.5 crores in just 2 days. It would be exciting to see how IKEA expands its footing in India. Also, we hope that IKEA’s online store in India gets up and running soon! #IKEAIndia #MakeEverydayBrighter Crowds at IKEA India opening day Welcoming the first customers in the first IKEA store in Hyderabad. #ikeaindia pic.twitter.com/lfMMCintkF— IKEA Sverige (@IKEASverige) August 9, 2018 Read the full article

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Dentsu Impact new campaign targets youth

Dentsu Impact, the creative agency from Dentsu Aegis Network, has launched a new campaign for Oppo’s latest phone - the F7, ie. Relive your virtual world with OPPO F7 powered by AI (Artificial Intelligence) 2.0 which will take the smartphone technology to new heights. Targeted at the youth, Oppo F7 comes loaded with features that help enhance the virtual lives of youngsters – virtual life, which for today’s generation is actually their real life. The film mirrors this way of life of today’s generation, and shows how Oppo F7 is the perfect partner for them. This is a generation for whom their phone is an extension of themselves - where every moment is captured, shared, conversations are started and connections are made. A generation that is comfortable in their own skin and are always ready to put their best foot forward. They want the appreciation and all the attention. They are confident to even flaunt their imperfections, because all of this makes them who they really are and that’s the real them. The film looks slick and young, with a catchy track that captures the multiple situations from a youngster’s life and all through this, how Oppo F7 fits in to make the virtual moments even better. Speaking on the film, Soumitra Karnik, Chief Creative Officer, Dentsu Impact said, “Oppo is a brand for the youth and their phones are designed to answer the needs of this young generation. Our film is actually a reflection of this youth’s way of life – how they have embraced the virtual world and made it their own. Virtual is the new real for this generation – selfies, social media, filters, status updates – it’s all an integral part of life for them. This is their reality and they unapologetically accept that. Oppo phones come with features that help enhance this virtual life of the youngsters and the attempt of our film is to bring this to life.” Commenting on the new TVC, Will Yang, Brand Director, OPPO India, said “OPPO is a young and energetic brand which always mirrors the energy of youngsters. We have always tried to bring the best camera and selfie experience to our consumers and we believe that OPPO F7 will enable the youth to click natural selfies. The TVC takes cues from the current lifestyle trends of the youth, especially their love for clicking Selfies and highlights how much goes into taking that perfect Selfie. We hope that the TVC finds a connect with the youth and help them realize that their selfie expert lies within their OPPO F7.” Credits: Client: Oppo Creative agency: Dentsu Impact Pvt. Ltd. Chief Creative Officer: Soumitra Karnik Creative team: Amish Sabharwal, Twisha Ahuja Account Management Team: Megha Sadhwani, Saif Ahmed, Avinash Chandra Agency producer: Dawa Lama Director (of the film): Tejal Patni Producer: Niketan Madhok Production house: House of Films DOP: Mitesh Mirchandani Music: Rahul Pais and Nariman Khambata (Jamroom) Read the full article