Credits
Client: Facebook
Campaign: Facebook More Together | Pooja milk centre
Agency: Taproot Dentsu, Dentsu Aegis Network
Senior creative director: Neeraj Kanitkar

This campaign is about:
Digital film, Best facebook ads, Covid 19, Advertising Campaign, Viral video

United Colors of Benetton India has launched #UnitedByVote with an inspiring video film that bursts the popular notion of all the promises made by dominant voices, who believe that power lies with them to decide & condition the minds of the citizens of the country on what they need! The ad film conceptualized by Taproot Dentsu, in keeping with Benetton’s bold stand on causes that affect society, urges people to unite in order to keep alive the values enshrined in the Constitution.

As India gets ready to celebrate the world’s largest festival of democracy, Benetton stands with every citizen and urges them to raise the finger and unite – to uphold Constitutional values, to stand up to the aspirants to seats of power who might want to split them apart with fissures of prejudice and fear, to look above and beyond superficial differences and take back the power that rightfully belongs to them.

Speaking about #UnitedByVote Mr. Sundeep Kumar Chugh, CEO & MD- Benetton India said, “Benetton Group has always been taking strong stands and supporting social causes with no diplomacy; it has been a part of our DNA. In recent years, political discourse the world over is tilting towards narratives that instill a fear of diversity, fear of the ‘other’, fear of what’s different and fear of what doesn’t conform to goad people into choosing elected representatives. The younger generation is not afraid to take a stand and voice their opinion on larger social issues and that is what they have come to expect from the brands that they endorse as well. #UnitedByVote is United Colors of Benetton effort to rise above a simple transactional relationship and create a more meaningful voice – a voice that identifies and brings together all the diverse pillars of our society- to create something bigger, more powerful and all encompassing – a united nation exercising their power to vote rightfully.”

The manifesto of this campaign emphasises on how the real power does not lie with the political parties but with the public and asks them to show the power by exercising their right to vote. This is encapsulated in the video wherein the film shows references from political parties speeches making promises to the public at large until a finger with an ink mark comes into frame and shuts them up. The film ends with a title ‘show them who has the power’ followed by #UnitedByVote.

Commenting on the narrative of the film, Titus Upputuru, Creative Head, Taproot Dentsu Gurgaon said, “We were really excited because we wanted to bust the myth about power. The typical farce that happens during elections is politicians claiming that they can do this or that for the public; in saying so they seem to portray that they have the power to give us what we need and decide what we should eat, wear and believe. We wanted to tell the truth, that the power actually lies in the hands of the voter, because he or she decides who should govern and serve the country.”

The launch of the campaign was validated by the voices of today & future – the students in the audience, further reaffirming that Benetton India continues to call upon the evils that have destroyed the social fabric and has dared to become a voice that questions all that divides us. An engaging discussion revolved around a progressive India, how voting is everyone’s right and why it matters to exercise this right.

The #UnitedByVote campaign echoes Benetton’s commitment to India as a purposefully important market. With the successful initiative of #UnitedbyHalf, #UnitedbyFaith,#UnitedbyHope,#UnitedbyHer,#UnitedbyPurpose, #UnitedbyDonts, #UnitedbyChange, #UnitedbyPlay among others; Benetton has been constantly taking initiatives to work towards the five key priorities for gender equality: Sustainable livelihood, Non-discrimination and equal opportunities, Quality education, Access to healthcare and Combating violence.

Credits
Creative Head: Titus Upputuru
Creative Team: Titus Upputuru, Auryndom, Neharika Awal, Deepali Agarwal
Account Management: Sunita Prakash, Vrinda Khurana
Planning Head: Anand Murty
Films: Dawa Lama
Director (of the film): Raoul Amaar Abbas
DOP: Vikash Naulakha
Photographer: Raoul Amaar Abbas

Tags:
#UnitedByVote #ShowThemPower, United By Vote, United Colors of Benetton, Democracy, Benetton, Dentsu Aegis Network, Taproot Dentsu, Social Issue Ads, Social Cause, Social Awareness Ads, Awareness Campaigns, Print advertising, Creative Print Ads, Print campaign, Creative Advert, Inspiring Short Films, Best Commercial Ads

Binodan comes in with over twelve years of digital and data-driven marketing experience across a wide range of businesses in India and other geographies. His previous stints have been with Cheil Worldwide, Lumata Digital and Wunderman International. He has been part of multiple projects involving digital transformation and building content marketing excellence for companies across verticals. In his last stint at Cheil, Binodan managed and led award-winning digital and content marketing effort for Samsung India Electronics.

Commenting on his new role, Binodan said, “Digital has evolved not just as a marketing vertical but has also become a touchstone to measure the success of the brand’s marketing efforts. Marketers have acknowledged this evolution by bringing in this transformation across their business line up. They expect the same sync from the partners and agencies they work with. Dentsu Impact has been quick to address this need by strengthening their digital teams and investing in set ups for content marketing. I am looking forward to this exciting journey with Dentsu Impact and the overall network.”

Talking about Binodan’s appointment, Amit Wadhwa, President, Dentsu Impact said, “The entire landscape of creative agency is changing and we at Dentsu Impact realized this a couple of years back when we started investing in digital. Now is the time to take this to the next level where we are getting a senior level resource like Binodan to come in and take charge of Dentsu Impact Digital. Binodan will not only strengthen what we offer to the clients but will also help in transforming the existing talent to start thinking digital. I am extremely excited to have him on board.”

Tags:
Dentsu Aegis Network, Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet, mcgarrybowen, Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu, Dentsu Webchutney, Happy mcgarrybowen, Fractal Design Studio, SVG Columbus, Merkle Sokrati, Amit Wadhwa

The agency behind this is Mumbai’s Taproot Dentsu and the filmmaker Shirsha Guha Thakurta. There are 3 sixty-second films. And all show different real-time scenarios where rumors are spreading via WhatsApp and it needs to stop. One can use WhatsApp features like blocking the spammers who send such fake news and also exit groups that encourage misinformation for no reason.

We think that WhatsApp is no more just an app but has become an everyday integral part of many people’s lives. It means it has the ability to influence one’s thinking and thinking can lead to action. And nothing influences or instigates acts of violence and fraudulence like rumors. So this TVC rightly informs everyone to stop falling prey to such scams and spams and avoid spreading them for good.

Credits
Client: WhatsApp
Campaign: Share Joy, Not Rumors
Agency: Taproot Dentsu
Production house: Oink Films
Directed by: Shirsha Guha Thakurta

Tags:
Shirsha Guha Thakurta, TV campaign, Taproot Dentsu, TVC, Digital, Violence, Fake News, Social media, Facebook, WhatsApp group, Oink Films

The campaign created awareness about peace and prosperity being the two sides of the same coin and the need for breaking free from the animosity to herald a new era of friendship and collaboration. Aman ki Asha has turned out to be the most significant peace movement because two biggest media groups have led it and the civil society has spontaneously adopted it.

Credits
Advertiser: The Times of India
Agency: Taproot Dentsu
Production: Footcandles Film

The Indian Outdoor Advertising Association has launched an outdoor industry campaign to highlight the ‘Power of Outdoors’. Conceptualized by Taproot and brought to life by the veteran advertising photographer, Prashant Godbole, the campaign serves to reinvigorate the outdoor medium. This creative team had partnered a year ago to make the Cannes Lion winning effort ‘Hated by Some’ for Mumbai Mirror.

Credits:
Brand name: Indian Outdoor Advertising Association
Country: India
Category: Advertising & Communication
Agency: Taproot Dentsu, Mumbai
Country: India
Creative Director: Santosh Padhi
Creative Director: Agnello Dias
Photographer: Prashant Godbole