Discovery India’s digital business has roped in Taproot Dentsu, the creative agency from the house of Dentsu Aegis Network (DAN) India, to conceptualize and execute the launch campaign of Discovery Plus, India’s first aggregated real-life entertainment streaming app. The agency won the campaign following a multi-agency pitch and is now servicing the account from its Mumbai office.
Elaborating on the campaign insight, Issac John, Business Head – Digital (South Asia), Discovery said, “The team at Taproot Dentsu cracked a simple insight that people want to come across as interesting in their day to day lives. As a product, Discovery Plus is built on timeless content that equips our TG to stand out from among their peers with a unique worldview. Therefore, our campaign thought captures the fact that if you watch interesting stuff, you come across as an interesting person. That further got chiseled down to the specific benefit, ‘App Interesting to AAP interesting’.”
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu added, “Sorry, Shakespeare. Clothes are not the only thing that maketh the man. We are also the sum of our experiences and our knowledge. And this is where Discovery Plus comes in. An app that entertains even as it informs. Giving its viewers the chance to broaden their horizons through interesting content on a variety of subjects. Naturally, as people know more they will go on to do more and that is exactly what the launch commercial tries to capture.”
Link to the launch TVC: