Brand news

FCL-Taproot Dentsu create ad that captures the uniqueness of every Indian kitchen

06 Feb 2017

Future Consumer Limited (FCL) is dedicated to making  products for the new generation of restless aspirers who constantly seek  something new- aptly termed by FCL as the Fast Moving Consumer Generation-  FMCG. FCL has created a whole new language of fusion product innovations, which  will soon cater to anything and everything the Indian kitchen needs but many  people still don’t know this yet.

The new campaign is based on a simple truth about Indians-  that they are a unique tribe of foodies, with one of the most experimental  palates. According to FCL, Indians have an adventurous way of appreciating a  completely new taste by truly making it their own. Only in India do we have the  gumption, the ability or the bravado to take what the world is consuming and  give it an interesting twist. Even the regular Indian fare is in a state of  constant evolution and something new is always cooking in our kitchens. This  new campaign is an ode to the great Indian culinary adventure, taking place  every day across the country.

The big idea is “TAK!” the instinctive, appreciative sound  that’s on the tip of the Indian tongue. We make this smacking sound to honour  the taste of something incredibly delicious, without saying a word. And this  film celebrates everything that makes us go “Tak!”

Rahul Kansal of FCL said, "It was a pleasure working  with Taproot on this campaign, as always. We gave them a simple brief- we at  FCL are here to feed the great Indian foodie. They found a really graphic way  to express this message, through the audio mnemonic of tongue-clicking (a  uniquely Indian way of expressing the pleasure of great-tasting food). The  metaphor of hybrid tastes that the film is based on, also brings alive the idea  of our new-found spirit of experimentation, evocatively."

Agnello Dias of Taproot Dentsu said, "It was an  interesting brief for an interesting brand and the simple insight that when it  comes to food, we in India neither accept nor reject any new flavour outright -  we tweak it to make it our own. Signed off, of course, by the great Indian  'palate smack', a satiating expression that is uniquely Indian."


Client- Future Consumer Limited

Agency- Taproot Dentsu India Communication

  1. Agnello Dias  – Chief Creative Officer

  2. Santosh Padhi – Chief Creative Officer

  3. Umesh  Shrikhande – CEO

  4. Mayuresh  Dubhashi – Creative Director

  5. Ayesha Ghosh  – General Manager

  6. Maithili Naik  – Account Manager

  7. Vaibhav  Paradkar – Sr. Art Director


Equinox Films Pvt. Ltd.

Ram Madhvani – Director

Manoj Shroff – Executive Producer

Rhea Prabhu – Associate Producer


Sameeruddin – Music Director

Amitabh Bhattacharya – Lyricist

Akshay Verma – Singer