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smartwater unveil new films with Rana Daggubati and Radhika Apte in their unique style

The theme of the campaign, ‘Made Differently’, by Taproot Dentsu, depicts smart thinkers who break through the conventions with simplicity and style, like smartwater

Click on the Image to watch the TVC.

smartwater, a premium water brand by Coca-Cola, has unveiled two new films for its ‘Made Differently’ campaign, featuring brand ambassadors Rana Daggubati and Radhika Apte.

The theme of the campaign ‘Made Differently’ depicts smart thinkers who break through the conventions with simplicity and style, like smartwater. The campaign features 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 conceptualised by Taproot Dentsu, the creative agency from Dentsu Aegis Network.

Anoop Manohar

Anoop Manohar, Director, Emerging Categories, Coca-Cola India, said, “The brief 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

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 these actors have made in terms of the films and the characters are 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 remineralisation with electrolytes, which sets it apart.

Rana Daggubati film:

Radhika Apte film:


Client: smartwater

Agency: Taproot Dentsu

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

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