Discovery India’s digital business has signed Taproot Dentsu, the creative agency from the house of Dentsu Aegis Network (DAN) India, to conceptualise and execute the launch campaign of Discovery Plus, India’s first aggregated real-life entertainment streaming app.
The agency won the campaign following a multi-agency pitch and is now servicing the account from its Mumbai office.
Issac John, Business Head, Digital (South Asia), Discovery, said, “The team at Taproot Dentsu cracked a simple insight that people want to come across as interesting in their day-to-day lives. As a product, Discovery Plus is built on timeless content that equips our TG to stand out from among their peers with a unique worldview. Therefore, our campaign thought captures the fact that if you watch interesting stuff, you come across as an interesting person. That further got chiselled down to the specific benefit, ‘App Interesting toh AAP interesting’.”
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, added, “Sorry, Shakespeare. Clothes are not the only thing that maketh the man. We are also the sum of our experiences and our knowledge. And this is where Discovery Plus comes in. An app that entertains even as it informs. Giving its viewers the chance to broaden their horizons through interesting content on a variety of subjects. Naturally, as people know more they will go on to do more and that is exactly what the launch commercial tries to capture.”
Pallavi Chakravarti, Ayesha Ghosh, Arshad Shaikh, Pearl Vas, Aarya Sha, Ambalika Sen,
Megha Tata, Issac John, Moshni Parikh, Rahul Ghatol
Director: Satyajeet Kadam
Producer: Anirudh Sharma
Production House: Table Films