Bajaj Finserv appoints Taproot Dentsu, releases 'better never stops'

Bajaj Finserv has rolled out a campaign titled 'better never stops' and announced the appointment of Taproot Dentsu as its creative agency. 

 

The film through a story of a father and daughter over different generations shows how the company has made the lives of its customers easier. Long waits at stores during different eras have been reduced thanks to Bajaj Finserv innovations.

 

Umesh Shrikhande, CEO, Taproot Dentsu said, “Brand ‘Bajaj Finserv’ is a power brand that has grown to a huge leadership position on the back of relentless innovation and a refusal to take no for an answer while finding new value propositions that make a difference to customers. This strong brand belief needed to be communicated in a manner that’s simple yet impactful.  And that’s what we have endeavoured to do.”

 

Neeraj Kanitkar, senior creative director, Taproot Dentsu, added, “Bajaj Finserv’s relentlessness when it comes to changing for the better is what the campaign tries to capture - brought to life with an allegorical story of currency through the ages. Imagine a world where the human race as a whole simply rested on its laurels and did not try to improve. Wouldn’t make for a very pretty picture, would it? Cinematically, this was a rather tricky film to shoot. The production team did an incredible amount of research, experimentation and fabrication in a short period of time to get the settings, the costumes and the mannerisms just right, albeit with certain creative liberties and flourishes - leading to a visually distinctive and striking film.”

 

CREDITS:

 

Agency: Taproot Dentsu

Co-founder, Taproot Dentsu and creative chairperson, DAN India: Agnello Dias

Co-founder and chief creative officer: Santosh Padhi

Chief executive officer: Umesh Shrikhande

Executive creative director: Pallavi Chakravarti

General manager: Ayesha Ghosh

Head of Strategic Planning: Shashank Lanjekar

Senior creative director: Neeraj Kanitkar

Head of business: Radhika Sabherwal

Production house: Paper Planes Pictures  

Director: Prashant Madan

Producers: Priyank Mishra, Lisa D’Costa