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Marketing Featured South Asia

Ozone’s latest campaign shows a more ‘pragmatic’ view of kitchen use

Mumbai, India – Instead of merely showcasing what a kitchen does in our daily lives, German kitchen hardware brand Ozone in India has launched a new pragmatic-themed campaign that is geared towards showing a much more fun and wittier side of kitchen use.

Conceptualised alongside creative agency dentsu Impact, the series of five quirky and honest films are individual stories of people in the kitchen in a microformat. They remind us of how our kitchens are a different ball game altogether from the dreamy advertisements we are fed.

The campaign, called ‘Hum Sab Sambhal Lenge’, also showcase kitchens witnessing pots and pans flying in moments of passion and where the in-house brat pulls out the drawer to play the harmonium.

“It is pertinent to note here that the kitchen hardware market in India is fragmented with many local players but with only a handful enjoying the recall of the big players. However, the European origin brands tend to focus more on aesthetics than on addressing what real kitchen conditions need. Here, Ozone saw a great opportunity to position its durable and world-class products that offer unmatched value. Value to a segment that is continuously growing and on the lookout for the kind of quality and assurance that otherwise is typically associated with foreign brands,” the agency explained regarding the campaign’s theme in a statement.

Abhishek Aggarwal, president at Ozone Overseas said, “Our products are designed for long-lasting use. They are durable, elegant and are tested stringently to work in demanding kitchens. Much like the conditions the films capture. We usher in world-class quality and support a market that today is ready and is discerning. We want them to know that we understand them like no other.”

Meanwhile, Mayank Khattar, executive creative director at dentsu Impact, commented, “Unlike German kitchens, a plank most of the leading players use, the Indian kitchen with large extended families is accessed by everyone – kids, grandparents, maids and cooks. From Chintu the brat to Pinki the angry teen. Also, everyone has their own style of operating the kitchen, which entails quite a bit of careless and rough usage.”

He added, “In many families, kitchens never stop functioning. Imagine then the load on it; and to depict that, we carefully picked up a family setting with each of its members accessing the kitchen in their signature way and for their own needs. The films are all about these people subjecting the kitchen to any treatment they deem fit.”

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Marketing Featured South Asia

Paytm’s latest ad challenges audience perception on women’s financial dependency

India — Paytm, leading technology and financial services company, has rolled out a new campaign that centers around financial autonomy and Paytm’s convenient mobile payment platform. The digital film was done in association with Dentsu Impact and the creative agency from dentsu India.

The campaign is set amid New Year celebrations and features a common phenomenon that is often trivialized, thereby inviting the audience to challenge their perception of women and their financial dependency.

The film centers around a lady who is bought free drinks by another man in a bar, whom she approaches and pays back candidly with Paytm’s mobile payment platform. True to its message, the film closes with both parties feeling satisfied with the encounter, creating a campaign that both men and women can learn from.

Anupama Ramaswamy, national creative director & managing partner for Dentsu Impact, commented on the campaign, saying that giving it back, by paying it back makes the intent of this campaign palpable for both women and men. 

“The New Year campaign demonstrates how it pays to challenge the conventions of how we think of finance and gender. And any challenge to the traditional way of accepting things makes the brand and the message it conveys modern and aspirational, striking a chord especially with a younger generation,” shared Ramaswamy.

Last March, the e-commerce payment and fintech company also released a campaign for Women’s Day in association with Denstu Impact, titled ‘The Divide’, that highlights empowerment in financial literacy with women.

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Marketing Featured South Asia

vivo India launches new Deepavali campaign, sparks ‘joy of homecoming’

India – Smartphone brand vivo in India has released its campaign for Deepavali or Festival of Lights which takes the theme of the ‘Joy of Homecoming’.

Created in collaboration with Dentsu Impact, the creative agency from the India division of dentsu international, the film aims to address the need of treasuring special moments through encapsulating the role of smartphone photography in rekindling the ‘joy’ of connections and elevating the festive cheer. 

Starring the Bollywood actor Kanwaljit Singh, the ad film starts by showing the ‘loneliness’ of an old man whose entire family has moved out, allowing travelers to rent his house for short stays. It then transitions to showing a young man who has decided to get away from the polluted city life, arriving at the old man’s house to celebrate Deepavali. An emotional roller-coaster, the film ended on a happy note, uniting the old man and his family.

Nipun Marya, the director of brand strategy at vivo India, shared that the campaign aims to bridge the emotional and physical distances between families and spread happiness through smartphone photography. 

“At vivo, we understand that technology is an enabler for the joy in our lives, and through this campaign, we want to celebrate homecoming and rekindle the joy of connection,” said Marya

For Anupama Ramaswamy, Dentsu Impact’s managing partner and national creative director, Deepavali is a very apt occasion to send out the message of strong bond, as it is about celebrating the coming home of children after a long period of time. 

“What really tugs at heartstrings is the song that accompanies each moment. It has been carefully composed to highlight every emotion – ‘happiness’, ‘sadness’, ‘laughter’, and tears. The lyrics have also been written from the heart, each word flowing seamlessly into the next to tell us that memories have the ability to bridge any distance and pull anyone back home. And vivo, with its high-quality camera, is the perfect tool to stir these memories via the power of pictures,” said Ramaswamy.

The campaign has rolled out across mainline and digital platforms.

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Marketing Featured South Asia

Vishal Nicholas expands role at dentsu, to be dentsu Impact’s new head of strategy

Mumbai, India – Vishal Nicholas, the current head of planning and strategy at dentsuMB, formerly dentsu India, is now also taking the role of head of strategy at dentsu Impact, where he will be managing the planning and strategy for South, Mumbai and Delhi branches for both the agencies.

Nicholas has had stints at Lowe Lintas and McCann where he worked on Flipkart, Tata Tea’s JaagoRe platform, Myntra, TVS Motors, to name a few.

“Ever since I joined dentsu, I’ve always been excited about the Eastern approach to building brands with simplicity and second-order thinking at its core. With dentsuMB, the combination of the East and West make it even more compelling. And with Dentsu Impact’s fantastic roster of clients, I look forward to achieving greater business outcomes for them,” he said, regarding his appointment

He will continue to report to Sidharth Rao, CEO at dentsuMB Group.

“As we continue to strengthen and reshape our creative offering in the Indian market, we needed a planning leader who has experience with both traditional and new-age businesses; and Vishal was the obvious choice to steer the strategy product for both dentsuMB and Dentsu Impact,” Rao said.

Dentsu Impact and dentsuMB are part of the dentsuMB Group in India that also houses the agencies dentsu Webchutney, dentsu One and Taproot Dentsu.

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Marketing Featured South Asia

Maruti Suzuki India introduces brand new 2021 Swift in latest campaign

India – Automotive company Maruti Suzuki in India has launched its latest campaign for the all-new 2021 Swift, done in collaboration with dentsu international’s creative agency Dentsu Impact India. 

The campaign aims to introduce the latest and improved edition of India’s best-selling hatchback, following the vision of pushing oneself to go the extra mile and challenging one’s limits with a noticeable attitude.

The all-new 2021 Swift offers a sporty driving experience that is complemented by its enhanced looks, featuring a new and appealing front fascia with sporty dual-tone exteriors. It is powered by the advanced powertrain Next Gen K-Series 1.2L dual jet dual VVT engine with idle start-stop.

Furthermore, Swift also offers cruise control and auto foldable ORVMs with key sync. It comes with an electronic stability program and hill hold assist, to be offered as standard in AGS variants. The enviable feature list makes the 2021 Swift a car that not only performs but also leaves a lasting impression for all.

Shashank Srivastava, the executive director of marketing and sales at Maruti Suzuki India, shared that the idea behind the campaign is pure performance and enhanced style, which makes the driving experience limitless.

“The new Swift is perfectly poised to take the breath away of those who like a wow drive, and also of those who have an eye for great designer looks. Swift has always been a car that has challenged all kinds of limits. With the ‘Limitless Thrill’ campaign, we look forward to set new benchmarks, and win even more hearts and minds,” added Srivastava.

Meanwhile, Amit Wadhwa, the president of Dentsu Impact, said, “Swift is synonymous with car enthusiasts who love to push themselves beyond limits. With the new 2021 Swift, Maruti Suzuki has taken the pedestal a notch higher with new looks to match the aspirations of a modern-day customer. As their partners, we are excited to be a part of Swift’s launch and create newer milestones with them.”

The campaign has already been released on television, OOH, and social media, as well as in print.

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Marketing Featured South Asia

Dentsu Impact nabs mainline, digital creative mandate for Zeno Health

India – India’s healthcare retail chain Zeno Health has awarded its mainline and digital creative duties to Dentsu Impact India, the creative agency from the India division of dentsu international. Dentsu Impact won the account following a multi-agency pitch that involved several other leading agencies. 

Zeno Health, which was formerly Generico is one of the fastest-growing pharmacy chain brands in India that focuses on generic medicines and is available across more than 80 stores in Mumbai alone. With this win, Dentsu Impact aims to build a strong foothold for Zeno Health in the progressively growing retail and online pharmacy space across the country. The agency will kickstart the association with the launch of a massive campaign for Zeno Health in Mumbai. 

Both Dentsu Impact’s president Amit Wadhwa and Managing Partner and National Creative Director, Anupama Ramaswamy, expressed excitement for the partnership. 

“The rise of online pharmacies in the healthcare segment has been phenomenal. We are excited to partner with Zeno Health, an omnichannel player in this segment whose focus is to build a holistic healthcare environment that is accessible and affordable to all. We are looking forward to creating some great work, together,” said Wadhwa

Meanwhile, Zeno Health’s Founder Siddharth Gadia, commented, “We are beginning the brand creation journey for Zeno Health and we cannot imagine a better partner than Dentsu Impact to unveil this journey to the world. We look forward to creating an impeccable consumer healthcare brand, together.”