Latest news with #PrasoonJoshi
Time of India
a day ago
- Entertainment
- Time of India
Entertain or Fade Away: The New Imperative for Brands
By Prasoon Joshi Lines between advertising and entertainment have been blurring for quite some time now. Today, we openly acknowledge the role of entertainment in messaging—reflected in its recognition as a separate category at festivals like Cannes. But if we look back at the fundamentals of advertising, entertainment has always been rooted in its essence. We needed creativity to communicate. The subtle art of crafting a message was always valued. But somewhere along the way, we tried to crack a formula or templatize the process, and it became predictable. We forgot how to reward the audience. That's where entertainment re-emerged, reminding us of a basic truth. While judging at Cannes this year, one thought kept returning to me: to share an idea, you must first engage. You need to entertain. McCann Worldgroup's 17-minute documentary on Ilon Specht, which won multiple honors, served as a reminder that long-form storytelling, when done with authenticity and emotional depth, can build brand equity with lasting resonance. It might not look like a conventional ad, but it communicates with grace and intention. It also reminded us that entertaining doesn't always mean making people laugh or dance. It can be serious—but it still needs to connect, to strike a chord. And this documentary did that beautifully. Today, creative power rests with filmmakers, gamers, poets, editors, and storytellers. Collaboration is essential. Some of the strongest work this year came from hybrid teams—strategists, filmmakers, copywriters, producers—blending perspectives and expertise. Today's creatives are hybrids: producer-directors, strategist-anthropologists, creator-editors. Advertising is no longer just a medium; it is a cultural stage where content and collective experience merge. The future of branded content lies in human stories created within platform-native ecosystems. The Entertainment Lions for Music and Sport are brimming with brand-artist collaborations, sonic branding, and narrative music videos that feel like mainstream releases. More than ever, brands are not just observers of entertainment culture—they are active participants. This calls for a shift from announcement to narrative, from presence to participation. As creative leaders, our goal is not merely to craft better ads—but to build ecosystems of meaning. Campaigns that people choose to engage with. That become part of their lives. That feel less like marketing and more like memory. Our opportunity lies in creating not just ads, but culture-rich, resonant, and measurable entertainment ecosystems. Audiences are demanding, and platforms are evolving. And as the Cannes Lions Festival underscored: entertain—or fade away. (The writer, Chief Creative Officer & CEO, McCann Worldgroup India and Chairman McCann Worldgroup APAC, is an attendee at the Cannes Lions International Festival of Creativity 2025. Views expressed are personal.)
Hans India
4 days ago
- Business
- Hans India
Dettol Fresh encourages Indians to stay ‘Always Ready' with 12-Hour Freshness
Dettol, one of India's most trusted hygiene brands, has elevated its personal care promise with the introduction of a 12-hour freshness~* across its much-loved Cologne Fresh~ and Lime Fresh* soap variants. This offering is designed to meet a growing consumer need — the confidence that comes from knowing you are protected and feeling fresh throughout the odour can strike unexpectedly — during a long commute, at work, or right before a big social interaction — causing people to feel conscious, hesitant, or even embarrassed. Dettol Fresh addresses this everyday discomfort by removing 99.9% of odour-causing germs^ and also making you feel fresh for 12-hours~*, so they can feel confident and ready to grab any opportunity. With Dettol Cologne Fresh, users enjoy a bold, invigorating musky cologne fragrance that makes you fresh after shower, while Dettol Lime Fresh offers a zesty citrus scent that energizes and uplifts, so you can use it for your social moments and daily hustle. Dettol Fresh is a daily ally in helping users put their best foot forward — so they never miss out on opportunities due to a moment of self-doubt. Kanika Kalra, Regional Marketing Director, Health, Reckitt – South Asia, said, 'At Reckitt, we believe real confidence starts with feeling fresh & protected so you are ready for anything. With Dettol Cologne & Lime Fresh, we're not just offering freshness — we are helping people feel confident. Whether you're chasing dreams in boardrooms or on stage, 12-hour freshness*~ gives you the confidence to show up at your best. This marks an exciting benefit from Dettol as we expand our promise of protection into the freshness space — because when you feel fresh, you feel always ready.' The campaign is headlined by two engaging ad films, conceptualized by McCann Worldgroup. Prasoon Joshi, Chief Creative Officer and CEO, McCann Worldgroup India said 'Opportunities don't wait - they can come anytime! And when they do, you've got to feel fresh, confident, and ready to grab them. That's what this campaign is all about. With 12 hour-freshness~*, Dettol Lime Fresh and Cologne Fresh have your back, helping go-getters feel fresh and confident, and also protect from body odour^.' In the Dettol Lime Fresh TVC, two young women preparing to pitch their startup idea at the airport encounter a potential investor — but only the one who feels fresh and ready with Dettol takes the leap. In the Cologne Fresh film, a pair of aspiring musicians at a nightclub get invited to perform — and again, it's Dettol freshness that gives one the confidence to own the spotlight. With this enhanced promise, Dettol continues to evolve in step with the lives of Indians — helping them not just stay protected from germs but also feel confident in every moment that matters. Because when you feel fresh, you feel confident. And when you feel confident, you're always ready.
Business Upturn
4 days ago
- Business
- Business Upturn
Dettol Fresh Encourages Indians to Stay ‘Always Ready' with 12-Hour Freshness~*
New Delhi, Delhi, India: Dettol, one of India's most trusted hygiene brands, has elevated its personal care promise with the introduction of a 12-hour freshness~* across its much-loved Cologne Fresh~ and Lime Fresh* soap variants. This offering is designed to meet a growing consumer need — the confidence that comes from knowing you are protected and feeling fresh throughout the day. Body odour can strike unexpectedly — during a long commute, at work, or right before a big social interaction — causing people to feel conscious, hesitant, or even embarrassed. Dettol Fresh addresses this everyday discomfort by removing 99.9% of odour-causing germs^ and also making you feel fresh for 12-hours~*, so they can feel confident and ready to grab any opportunity. With Dettol Cologne Fresh, users enjoy a bold, invigorating musky cologne fragrance that makes you fresh after shower, while Dettol Lime Fresh offers a zesty citrus scent that energizes and uplifts, so you can use it for your social moments and daily hustle. Dettol Fresh is a daily ally in helping users put their best foot forward — so they never miss out on opportunities due to a moment of self-doubt. Kanika Kalra, Regional Marketing Director, Health, Reckitt – South Asia, said, 'At Reckitt, we believe real confidence starts with feeling fresh & protected so you are ready for anything. With Dettol Cologne & Lime Fresh, we're not just offering freshness — we are helping people feel confident. Whether you're chasing dreams in boardrooms or on stage, 12-hour freshness*~ gives you the confidence to show up at your best. This marks an exciting benefit from Dettol as we expand our promise of protection into the freshness space — because when you feel fresh, you feel always ready.' The campaign is headlined by two engaging ad films, conceptualized by McCann Worldgroup. Prasoon Joshi, Chief Creative Officer and CEO, McCann Worldgroup India said, 'Opportunities don't wait – they can come anytime! And when they do, you've got to feel fresh, confident, and ready to grab them. That's what this campaign is all about. With 12 hour-freshness~*, Dettol Lime Fresh and Cologne Fresh have your back, helping go-getters feel fresh and confident, and also protect from body odour^.' In the Dettol Lime Fresh TVC, two young women preparing to pitch their startup idea at the airport encounter a potential investor — but only the one who feels fresh and ready with Dettol takes the leap. In the Cologne Fresh film, a pair of aspiring musicians at a nightclub get invited to perform — and again, it's Dettol freshness that gives one the confidence to own the spotlight. With this enhanced promise, Dettol continues to evolve in step with the lives of Indians — helping them not just stay protected from germs but also feel confident in every moment that matters. Because when you feel fresh, you feel confident. And when you feel confident, you're always ready. Link to TVC: Lime: Cologne: Agency Credits: Prasoon Joshi, Chief Creative Officer and CEO, McCann Worldgroup India Director: Aarati Desai Production House: Picture Perfect Ricki Kapoor Creative Team: Sambit Mohanty, Head Creative McCann South, Joint Creative Head-McCann Gurugram Account Management: Srijib Malik, Executive Vice President – Head of McCann Gurugram Planning: Ankit Vohra, National Planning Director About Reckitt Advertisement Reckitt* exists to protect, heal and nurture in the pursuit of a cleaner, healthier world. We believe that access to the highest-quality hygiene, wellness and nourishment is a right, not a privilege. Reckitt is the company behind some of the world's most recognisable and trusted consumer brands in hygiene, health and nutrition, including Air Wick, Calgon, Cillit Bang, Clearasil, Dettol, Durex, Enfamil, Finish, Gaviscon, Harpic, Lysol, Mortein, Mucinex, Nurofen, Nutramigen, Strepsils, Vanish, Veet, Woolite and more. Every day, around 30 million Reckitt products are bought globally. We always put consumers and people first, seek out new opportunities, strive for excellence in all that we do and build shared success with all our partners. We aim to do the right thing, always. We are a diverse global team of 40,000 colleagues. We draw on our collective energy to meet our ambitions of purpose-led brands, a healthier planet and a fairer society. Find out more or get in touch with us at *Reckitt is the trading name of the Reckitt Benckiser group of companies. Submit your press release Disclaimer: The above press release comes to you under an arrangement with Business Wire. Business Upturn takes no editorial responsibility for the same.
Time of India
02-06-2025
- Entertainment
- Time of India
Happydent unveils sparkling storytelling highlighting the power of a smile
HighlightsHappydent, the chewing gum brand from Perfetti Van Melle India, has launched a new ad campaign titled 'Chamking Gum: Chamka Muskaan, Jagmag Jahaan', which emphasises the power of a radiant smile to inspire imagination and social responsibility. The campaign, conceptualised by McCann Worldgroup India, features creative leader Prasoon Joshi, who wrote the lyrics and provided the voice for the background song, enhancing the film's emotional and cultural resonance with modern audiences. Nikhil Sharma, Managing Director of Perfetti Van Melle India, highlighted the brand's commitment to cultural and emotional relevance, while Gunjan Khetan, Marketing Director, emphasized that the campaign reflects the spirit of imagination and purpose central to the brand's identity. Happydent , India's chewing gum brands from the house of Perfetti Van Melle India , has launched a new ad film that takes a playful yet purposeful turn. The new campaign ' Chamking Gum: Chamka Muskaan, Jagmag Jahaan ', rekindles the brand's legendary storytelling with a fresh, cinematic lens—celebrating the magic of a radiant smile and its power to inspire imagination, drawing viewers into a visually rich narrative world. Conceptualised by McCann Worldgroup India , the campaign is led by creative leader Prasoon Joshi , who has written the lyrics for the background song and lent his unique voice to it, set to the music of Bollywood's music maestro, Shantanu Moitra. The campaign is thoughtfully crafted to resonate with a new generation of consumers who value authenticity, playfulness, and purpose. At the heart of the film is a storyline revolving around a group of performers who, with the help of visual-red paint and bright smiles, highlight the improper conduct of needlessly littering their surroundings. It is an imaginative yet insightful reminder that small acts of brightness can spark larger societal change. Rooted in cultural insights and everyday behavior, the film blends relatability, warmth, and a subtle message to highlight how simple gestures can inspire collective responsibility. With rich, high-impact visuals, the campaign pays homage to Happydent's iconic legacy—including memorable classics like the Palace and Photographer ads while evolving its storytelling for today's world. Commenting on the launch, Nikhil Sharma, managing director, Perfetti Van Melle India, shared, 'At Perfetti Van Melle India, our goal has always been to build brands that resonate culturally and emotionally while delivering business impact. Happydent perfectly embodies this vision. ' Chamka Muskaan, Jagmag Jahaan ' reflects our strategic intent to stay relevant with modern consumers while staying true to the brand's core. Our enduring partnership with McCann Worldgroup continues to deliver creative excellence that is both distinctive and meaningful.' Gunjan Khetan, marketing director, Perfetti Van Melle India, added, 'Happydent has always believed in the power of imaginative storytelling—narratives that don't just entertain, but connect. This campaign celebrates the sparkling smile as a symbol of imagination, expression and meaning. ' Chamka Muskaan, Jagmag Jahaan ' isn't just a tagline—it's the spirit of the brand and the times we live in. As we engage with Gen Z and modern audiences, we're proud to create stories that reflect purpose and emotional resonance with visual brilliance.' Prasoon Joshi - chief creative officer and chief executive officer McCann Worldgroup India said, 'Writing for Happydent has always been close to my heart. But this project would not have been possible without the unwavering trust and collaborative spirit of the Perfetti team. Special acknowledgment goes to Nikhil and his belief in bold ideas. Along with Gunjan who gave us the creative freedom we needed to soar. They have kept the legacy of visionaries like Sameer Suneja who redefined Perfetti's advertising . The day I met Vinil for this project I knew he would be the right person to give life to this idea and script. He has an exceptional eye for craft and storytelling, and it shines through in every frame.' The new Happydent commercial is a film that isn't just another commercial—it's a reminder of what advertising can be when it dares to dream, laugh and feel, the company stated in a press release. Watch the video here:
Hans India
02-06-2025
- Entertainment
- Hans India
Happydent 'Chamking Gum: Chamka Muskaan, Jagmag Jahaan' brings a fresh cinematic twist to its iconic storytelling
Happydent, one of India's most beloved chewing gum brands from the house of Perfetti Van Melle India, has launched a striking new ad film that takes a playful yet purposeful turn. The New Campaign 'Chamking Gum: Chamka Muskaan, Jagmag Jahaan', rekindles the brand's legendary storytelling with a fresh, cinematic lens—celebrating the magic of a radiant smile and its power to inspire imagination, drawing viewers into a visually rich narrative world. Conceptualized by McCann Worldgroup India, the campaign is led by renowned creative leader Prasoon Joshi, who has written the lyrics for the background song and lent his unique voice to it, set to the music of Bollywood's renowned music maestro, Shantanu Moitra. The campaign is thoughtfully crafted to resonate with a new generation of consumers who value authenticity, playfulness, and purpose. At the heart of the film is a storyline revolving around a group of performers who, with the help of visual-red paint and bright smiles, highlight the improper conduct of needlessly littering their surroundings. It is an imaginative yet insightful reminder that small acts of brightness can spark larger societal change. Rooted in cultural insights and everyday behavior, the film blends relatability, warmth, and a subtle message to highlight how simple gestures can inspire collective responsibility. With rich, high-impact visuals, the campaign pays homage to Happydent's iconic legacy—including memorable classics like the Palace and Photographer ads while evolving its storytelling for today's world. Commenting on the launch, Nikhil Sharma, Managing Director, Perfetti Van Melle India, shared 'At Perfetti Van Melle India, our goal has always been to build brands that resonate culturally and emotionally while delivering business impact. Happydent perfectly embodies this vision. 'Chamka Muskaan, Jagmag Jahaan' reflects our strategic intent to stay relevant with modern consumers while staying true to the brand's core. Our enduring partnership with McCann Worldgroup continues to deliver creative excellence that is both distinctive and meaningful.' Gunjan Khetan, Marketing Director, Perfetti Van Melle India, added 'Happydent has always believed in the power of imaginative storytelling—narratives that don't just entertain, but connect. This campaign celebrates the sparkling smile as a symbol of imagination, expression and meaning. 'Chamka Muskaan, Jagmag Jahaan' isn't just a tagline—it's the spirit of the brand and the times we live in. As we engage with Gen Z and modern audiences, we're proud to create stories that reflect purpose and emotional resonance with visual brilliance.' Prasoon Joshi - Chief Creative Officer & CEO McCann Worldgroup India said: 'Writing for Happydent has always been close to my heart. But this project would not have been possible without the unwavering trust and collaborative spirit of the Perfetti team. Special acknowledgment goes to Nikhil and his belief in bold ideas. Along with Gunjan who gave us the creative freedom we needed to soar. They have kept the legacy of visionaries like Sameer Suneja who redefined Perfetti's advertising. The day I met Vinil for this project I knew he would be the right person to give life to this idea and script. He has an exceptional eye for craft and storytelling, and it shines through in every frame. A shout out to my wonderful team at McCann Utsav, Gaurav, Jeet, Abhishek and my old partner in melody, Shantanu'. The new Happydent commercial is a film that isn't just another commercial—it's a reminder of what advertising can be when it dares to dream, laugh, and feel.
