Campaign India Team
Mar 23, 2020

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

Watch the film conceptualised by Taproot Dentsu here

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.”
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
Campaign India

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