Marketing Featured Southeast Asia

Dentsu India unveils two new appointments in creative leadership

India – Dentsu India has appointed Aalap Desai to the role of chief creative officer (CCO) of Taproot Dentsu, a dentsuMB Company. Previously, Desai was with dentsuMB India where he held the position of National Creative Director.

Desai will lead Isobar India’s creative team and will be responsible for Taproot Dentsu’s transformation into becoming a Nex-Gen, digital-first agency. In his roles, he will report to Ajay Gahlaut, group chief creative officer India (GCCO), Dentsu Creative India.

While working at India’s best mainline and digital agencies, Desai has developed a profile that is truly integrated. He has won over 150 International & National awards that include Cannes Lions, D&AD, Spikes and One Show. He also co-headed the creative team at Dentsu Webchutney, Mumbai and was behind some of the most notable works like Code Name: Uri, The 8-bit Journo for Vice and The World’s Most Reported trailer for Thappad. 

Apart from this, Desai was also a part of the creative teams at Disney+ Hotstar, Leo Burnett, JWT, DDB Mudra, Ogilvy, and Publicis Ambience. He has helped build India’s most loved brands like McDonald’s, Complan, Huggies, Nerolac, Videocon d2h, and some youth-centric ones like Early Salary and MTV India. At rank 41, Aalap was recently the highest rated Indian creatives in the global creative listing of 2022 by ‘The Drum’ and was also part of the jury at Spikes Asia 2022.

Meanwhile, Titus Upputuru, who was previously Creative Head, has been promoted to NCD, Taproot Dentsu, Gurgaon. In this new post, Titus will manage the agency’s Gurgaon creative team and report to Aalap Desai, CCO, Taproot Dentsu. Titus has also been tasked with the added responsibility of leading dentsu Creative India’s integrated solutions. He would report to Gahlaut, GCCO, dentsu creative India, in this position.

Speaking on his promotion, Desai shared, “I am humbled by the faith the dentsu network has shown in me over the years. With the integrated approach we have now, I am excited to be a bigger part of that journey with my new role at isobar and Taproot Dentsu. isobar has taught me the power of limitless possibilities, the power of future-gazing and thinking of things that don’t even exist. It is a scary privilege to not just be in step with the world but to create steps that the world will use to climb to the future.”

Desai added, “Taproot Dentsu is legendary. It is a sacred altar that the whole industry pays homage to. It has challenged the industry and created an unmatched space for itself. For years, I’ve looked up to it and to the work that this institution created. To now be a part of it and help usher it into the future, is something that is extraordinarily exciting for me.”

Sidharth Rao, CEO, dentsuMB Group, shared, “The decision is vital to the growth of dentsu Creative in India and aligned with the network’s global ambitions. Talents such as Aalap and Titus come with unmatched expertise & experience, and their contributions are bound to outweigh the expectations of our clients and the industry. Over the years, they have been groomed with the proficiency to build brands from scratch and are excellent at measuring & matching the market pulse with client needs. With this move, I look forward to dentsu Creative India reinforcing creative solutions in newer & undefined ways.”

Ajay Gahlaut, group chief creative officer at Dentsu Creative India, added, “It is fascinating to work with some of the country’s best creative brains. Aalap and Titus are creative geniuses who have delivered some fantastic campaigns over the years. Their brand-building approaches are contemporary and fresh. I feel that’s the need of the hour. All the conversations around us are evolving and it is inevitable for brands to evolve their conversations too. They are perfect for that task. Their expertise in brand thinking and storytelling will create robust digital-led creative solutions for clients. I am looking forward to working with both.”

Marketing Featured South Asia

Facebook India releases second film for ‘More Together’ campaign series

India – Facebook in India has launched the second film ‘Dhara’ as part of the platform’s ongoing ‘More Together’ campaign series, done in collaboration with dentsu international’s creative agency Taproot Dentsu India.

The ‘More Together’ campaign intends to celebrate the first anniversary of Facebook’s consumer marketing journey in the country. The campaign series showcases the platform’s power of connections and communities through inspirational stories.

The previously released film focuses on the life of ‘Richen’, a female football coach in Ladakh – a region in northern India, who shares her players’ videos on the social media platform. It highlights how the power of connections not only creates a fan-following for her team but also drives her and the team’s career forward.

The sequel, meanwhile, focuses on the life of Dhara, a book lover who rescues books from being consigned to the bin and that with the help of Facebook, finds homes for many of her rescued books.

The story continues to explain how people can do more together and that there are endless possibilities one can achieve through the power of Facebook.

According to Neeraj Kanitkar, senior creative director of Taproot Dentsu, the film is a sweet and simple demonstration of Facebook’s inherent power which is to supercharge the efforts of one person when the community gets behind it. 

“It is quite rare to be in the advertising business without having some love for the written word. So when Gauri Burma – the most passionate book lover amongst us – came up with the idea, we knew we simply had to make it happen. We hope that it inspires people to consider using Facebook to give a new lease of life to old, forgotten, and about-to-be-turned-into-pulp books,” said Kanitkar.