Campaign India Team
Jul 01, 2019

Coca-Cola turns to Radhika Apte and Rana Daggubati for smartwater

Watch the films conceptualised by Taproot Dentsu here

The Coca-Cola Company has rolled out two brand films for water brand smartwater. 

Conceptualised by Taproot Dentsu, the films feature Radhika Apte and Rana Daggubati and they showcase how they are 'made differently'. They reveal how smartwater resonates with their unique choices and characters. 

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 choice , a frame of mind and an attitude of seeking the best;  all rolled into one.”
 
Titus Upputuru, creative head, Taproot Dentsu, said, “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.”   
 
CREDITS:
 
Client: The Coca-Cola Company
Creative head: Titus Upputuru
Chief creative officer: Santosh Padhi
Creative team: Titus Upputuru, Auryndom Bose, Chinmoy Bhowmik
Account management head: Harjot Singh Narang
Account management team: 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
Source:
Campaign India

Related Articles

Just Published

2 days ago

Indian singles prioritise compatibility over ...

Only about 11% of women regard financial stability as a critical partner selection criterion, according to a study by Jeevansathi.

2 days ago

Indians among the least satisfied with their love ...

South Korea and Japan are the only two other countries with satisfaction scores lower than that of India, finds Love Life Satisfaction Survey by Ipsos.

2 days ago

50,000 businesses, one goal: Gallabox looks at ...

As traditional channels lose steam, brands are rethinking customer conversations and the SaaS company is helping businesses turn WhatsApp into a sales and marketing powerhouse.

2 days ago

Unilever increases marketing spend by almost $1 billion

The FMCG giant's turnover rose to over $65 billion USD in 2024.