The theme of the campaign ‘Made Differently’ depicts smart thinkers who break through the conventions with simplicity and style, like smartwater. The campaign features brand ambassadors Rana Dagubbatti and Radhika Apte, who are distinct characters and trendsetters in their field of work. Their offbeat choices of roles, multi-talent, the eschewing of the usual and innovation at its best embody smartwater’s attributes of innovation and forward thinking. The campaign is conceptualized by Taproot Dentsu.
Speaking about the campaign, Anoop Manohar, Director – Emerging Categories, Coca-Cola India, said, “The brief given to the agency was to showcase the unique process story of smartwater. Our aim with this campaign is to help consumers relate to the bright idea that smartwater is. As a premium water brand, smartwater is more than just a product, it is a lifestyle accessory, a frame of mind and an attitude of seeking the best all rolled into one.”
Titus Upputuru, Creative Head, Taproot Dentsu says, “Typically, brand campaigns are about what brands do for consumers. This brief was challenging. We were asked to talk about the manufacturing process. Now that could have gotten really boring. But we saw a parallel between the actors Rana Daggubatti, Radhika Apte and the product smartwater. We found that they were all made differently. The choices that these actors have made in terms of the films and the characters is a testimony to this. The way smartwater is made is inspired from the clouds. We found this very fascinating. So, we didn’t want to just relegate it to the product window. We wanted to romance it. The installation execution seemed appropriate for a premium brand like smartwater. It was great to work with Rana Daggubatti and Radhika Apte.”
The films show an infinitely vast space within which the celebs encounter beautiful and artistic installations that reflect unique aspects of their personalities. As they proceed through this wonderland, they reveal how smartwater resonates with their unique choices and characters. smartwater is made differently through the process of vapour distillation and remineralization with electrolytes, which sets it apart.
Link to view the films:
Details of the creative team at Taproot Dentsu:
- Creative Head: Titus Upputuru
- Chief Creative Officer: Santosh Padhi
- Creative Team: Titus Upputuru, Auryndom Bose, Chinmoy Bhowmik
- Account Management: Payal Dhawan, Aditya Seth
- Planning Head: Anand Murty
- Films: Dawa Lama
- Director (of the film): Daniel Upputuru
- Cinematography: Sejal Shah
- Production House: The DZU Films
- Music: Rupert Fernandes
- Lyrics: Titus Upputuru
