Brand news

Taproot Dentsu, Harper Collins join hands to celebrate Harper Collins' 25 years in India

20 Jan 2017

finds a message that reads 'If lost, please return to...'. The lady reads that and smiles to herself.


The scene shifts to a cafe. The lady is seated there alone, reading the book. After giving it a short thought, she messages the number mentioned in the book. After not getting a reply for a bit, the lady seems impatient, and calls on the number.


The elderly man who owned the book, answers the phone. The lady is surprised. The man on the other line hears the lady's voice and believes it's his love, Firoza's call. During the course of the call it is revealed that Firoza is someone whom the elderly man lost in a plane crash.


As the lady hears on, the film ends with a message, 'Stories create books. Books create stories.'


Ananth Padmanabhan, CEO, HarperCollins India, said, “We made this short film to celebrate our lifelong passion for storytelling. Something that simply reaffirmed the power of stories and the fact that books open up a world of unimaginable possibilities. And in Dentsu, we found the perfect partner. Narayan's love for the written word and Titus' spontaneous creative impulse, were the perfect combination. We all have a story and we love stories - and we thought that this was a great way to say it!" ”


Narayan Devanathan, group executive and strategy officer, Dentsu India, said, "In the advertising business, we keep talking about how we are all story-tellers. Here was an intriguing brief that had us create a story about stories, without the story-teller intruding. When we asked Ananth “What do you want to happen as a result of this? The outcome I want is for the viewer to say ‘I want to pick up a book now!’ after seeing the film.” The insight was—in retrospect—very simple. Each of us is a story-creator, sometimes not knowing that’s what we are, mostly not knowing what triggers await us around the corner. That’s the basic reason books appeal to us: they tell the stories we believe we could have created. After all, our lives are a series of stories.”


Titus Upputuru, creative head, Taproot Dentsu, added, “HarperCollins is such an iconic brand with about 200 years history. It was a great experience to work on this brand. Ananth’s brief took me back to my literature days. Books contain stories. But I thought there are stories that exist outside the books as well. That’s how the line came up. Books create stories. Several stories emerged from this line. We just decided to break the campaign with the Firoza one.”


CREDITS:

  Client: HarperCollins

  Chief executive officer: Ananth Padmanabhan

Head – marketing and corporate communications: Sonali Singh


Creative agency: Taproot Dentsu

  Group executive and strategy officer: Narayan Devanathan

  GM: Harjot Narang

  Creative head: Upputuru Titus

  Senior vice president: Sunita Prakash

Agency producer: Dawa Lama


Production house: Absolute Productions

  Director: Srinivas Sunderrajan

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