The Coca-Cola Company has rolled out two brand films for water brand smartwater.
Conceptualised by Taproot Dentsu, the films feature Radhika Apte and Rana Daggubati and they showcase how they are 'made differently'. They reveal how smartwater resonates with their unique choices and characters.
Anoop Manohar, director – emerging categories, Coca-Cola India, said, “The brief given to the agency 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, 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 that these actors have made in terms of the films and the characters is 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.”
Client: The Coca-Cola Company
Creative head: Titus Upputuru
Chief creative officer: Santosh Padhi
Creative team: Titus Upputuru, Auryndom Bose, Chinmoy Bhowmik