Taproot Dentsu Creates ‘Made Differently’ Campaign for Smartwater

Coca-Cola India has enlisted Indian celebrities Rana Daggubati and Radhika Apte to help promote its premium water brand Smartwater.

The ‘Made Differently’ campaign highlights the unique and distinct characters of the two brand ambassadors in a bid to showcase the innovative elements of the Smartwater brand.

The campaign by Taproot Dentsu, aims to position people who drink the premium water brand as smart, bold thinking individuals who use style and simplicity to break with conventions and expectations.

Coca-Cola India director of emerging categories Anoop Manohar said: “Our aim 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.”

Taproot Dentsu creative head Titus Upputuru added: “Typically, 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 and the product. We found that they were all made differently. The choices that these actors have made in terms of the films is a testimony to this. 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.”

Source: Mumbrella Asia

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